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Assignment Information

Module Name: Advertising & Digital Marketing Strategy

Module Code: 6025MKT

Assignment Title: CW2 Digital advertising campaign

Assignment Due: 24/11/2025 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

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 in the first assessment (CW1). You represent an agency that was asked to analyse and evaluate the recent marketing communications (your chosen CW1 advertisement). You are required to write a report detailing a new digital communications campaign, in line with the requirements stated below.

The campaign is aimed at the same identified target audience however it is expected to represent an entirely different and unique campaign which is entirely disassociated with the campaign you researched in CW1. As a result you are required to:

· Devise a new creative advertising campaign designed to create awareness and generate business for your chosen organisation.

· Create a 2000 word report that presents your advertising concept, media schedule and indicative costs, as an agency pitch report to the client.

· In your presentation/pitch report you are required to:

o Show awareness of and accommodate (as far as possible) any controversial macro-environmental aspects or negative connotations held by a wider audience or ‘society in general’.

o Create a series of advertisements/concepts that will appeal to your chosen audience(s) and promote the brand but also take into consideration the macro-environmental factors previously presented

o Develop a digital sales funnel mechanic, backed up with appropriate graphical assets with measurement criteria that can be used to establish the new campaign’s effectiveness

o Include any other strategic advertising or promotional material that you deem appropriate for inclusion in your pitch

o Demonstrate knowledge of the leading theories in the field of persuasive promotional campaign activity and media management to underpin your arguments.

If you completed the X-Culture project please devise an advertising campaign based on your X-Culture case study organisation.

If you were unable to complete CW1, a background fact-sheet containing key information on one of the organisations required to complete the CW2 assignment can be provided upon request to your lecturer; your assignment must therefore relate to this organisation.

Use of Artificial Intelligence (AI):

This assessment is categorised as AMBER for the use of AI.

You may use AI for the following only:

· Inspiration: using AI tools to generate research questions or idea suggestions.

· Planning and management: using AI tools to suggest a title, structure, subheadings, or themes, to generate templates, to suggest processes for task management, or to generate prompts to assist thinking through assessment structure or task management.

· Summarising and consolidating notes: using AI tools to summarise notes or to consolidate notes.

· Presentation: using AI tools to present data in an accessible format such as by generating, graphs, charts, tables, slides, images, word-clouds, animations, or captions.

· Checking: using AI tools to proofread work.

Where permitted, any assistance/content generated by AI is not your own work and must be acknowledged within your work (see submission instructions below). Failure to do so is academic misconduct.

You MUST NOT use AI tools for:

· Ideation: The concept for any campaign development appropriate to your identified target audience(s), must be generated via your own personal creative development, experience and knowledge

· Image creation: The creation of any new marketing asset or advertising must be your own work

· Copy generation: The creation of all marketing copy and visual assets (outside of the existing content headings already on the template provided) must be your own work

· Summarising and consolidating notes and sources: You must not use AI tools to summarise your report in the final section.

If using AI tools in the development of your assignment (in line with the mandatory criteria stated above), you must reference which tools you have used and for what purposes you have used them. This information must be acknowledged before your reference list.

It is your responsibility to keep a record of how your thinking has developed as you progress through to submission. Appropriate evidence could include: version controlled documents, developmental sketchbooks, or journals. This evidence can be called upon if we suspect academic misconduct.

Submission Instructions:

· The assessment must be submitted by 18:00 hours on 24/11/2025. No paper copies are required. You can access the submission link through the module web.

· Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Word document only. PDF files will not be accepted.

· Your coursework will be given a zero mark if you do not submit a copy through Turnitin/Handin. Please take care to ensure that you have fully submitted your work.

· All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.

· You need to acknowledge how you have used any AI tool by inserting a table as per the example below before your list of references:

Development of Skills and Attributes:

This module is designed to help the students achieve all the graduate attributes, as specified below. Discussions during the lectures and activities during the seminars help in achieving the following graduate attributes.

· get things done.