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Assignment Information

Module Name: Advertising & Digital Marketing Strategy

Module Code: 6025MKT 

Assignment Title: CW1 Strategic digital advertising audit and planning

Assignment Due: 03/11/2025 before 6pm

Assignment Credit: 10 Credits

Word Count (or equivalent): 2000 words

Assignment Type: Standard

Percentage Grade (Applied Core Assessment). You will be provided with an overall grade between 0% and 100%. To pass the assignment you must achieve a grade of 40% or above.

Assignment Task

There are two options available for you to complete CW1 for 60250MKT ‘Advertising & Digital Marketing Strategy’:

Option 1: ‘X-Culture’

This is an alternate assignment route for the 6025MKT module based on the cross-cultural ‘X-Culture’ global competition. It can be voluntarily undertaken by students on this module and is an eight week group assignment. Students must register to be part of a virtual 6-person team, each member being from a different country, and you will undertake a group report of c.4000 words. Successful completion of this project negates the requirement to undertake the published CW1 assignment; CW2 will be an individual assessment brief based on your X-Culture company. The X-Culture brief will be presented when available and must be completed between 06/10/2025 (Week 4) and 30/11/2025 (Week 9).

Option 2: Strategic digital advertising audit and planing

This assignment requires you to write a 2000-word report, aimed at the senior marketing management team at ONE of the organisations represented in the advertising examples given below. You represent an agency that has been asked to analyse and evaluate a recent marketing communications campaign. You are required to write a report on the strengths and weaknesses of your brand’s communications tactics and strategy, in line with the requirements stated below.

You are expected to undertake an in-depth analysis of the brand’s marketing communications strategy and evaluate it by choosing ONE of the advertising campaign options provided (see below).

Your analysis of the marketing communications strategy provides a foundation for your evaluation of this strategy.  You will make use of appropriate marketing communications theories – and explain how they are relevant – to support and guide your analysis and evaluation.

Your report is expected to consider the following (justify your comments with secondary sources):