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This assignment will help students gain an understanding of the key issues in marketing and how they are applied.
To ensure that students are pursuing activities in line with the learning outcomes of the module students will be required undertake a review of contemporary (last 3 years) academic literature to identify the limitations and challenges of applying social media concepts. The word limit for the written part of the assignment is 2000 words (+/-10%).
Foundation for Marketing: Social Media Assignment
You are required to critically review the literature on Social Media and discuss how marketing principles are being applied by your selected organisation to engage customers online.
The assessment is in two parts Poster Presentation (30%) and Individual Report (70%).
Poster Presentation (30%)
Individual Poster Presentations will take place in weeks 10 and 11 of the academic calendar and students will be required to produce a poster presentation that should highlight how a organisation is applying marketing principles to inform and engage with customers online.
Your poster should include:
1. Examples of how your selected organisation is applying marketing principles through social media;
2. Examples of how your selected organisation is using the various social media platforms to engage and inform customers/employees/stakeholders;
3. Future trends in Social Media in terms of new approaches and tools to engage the audience.
Report (70%)
The key issues that you need to address in your report are:
1) Key themes and issues identified in the academic literature on Social Media? [50 marks]
In this section students are encouraged to read widely and identify the key themes that address the following:
� Critical review of social media
� The importance of segmenting, targeting and positioning in Social Media
� Challenges of social media
2) How is social media being applied by your selected organisation: [40 marks]
In this section students are encouraged to address the following:
� Discussion of how the marketing mix is supporting the organisation�s marketing efforts online (the issues relating to the 4Ps can be placed in a table, to reduce the word count, and the key issues summarised in one or two paragraphs)
� Discussion of how the organisation is using social media, as part of its marketing mix, to engage and interact with its customers
� Review of examples (screen shots or other visual displays) of how the organisation is applying social media to engage and inform customers
� Summary of THREE recommendations that your selected organisation could use social media to enhance the organisation�s marketing efforts.
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