Digital Marketing and the Service Economy

Assignment Guide


Please note that the required deliverable is a digital marketing report with references. To create the report you will need to do some background research. The assignment will require an overall understanding of marketing theory, which you would have covered in your learning of the “Principles of Marketing” (first year), “Digital Marketing”, “Service Marketing” and “Marketing Communications”.

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  Brief Checklist/Considerations
1 Some background to the topic that you are going to discuss. Context is often important to a discussion. Therefore, giving examples is critical in demonstrating your understanding of a construct, and furthering your arguments.


KEEP THIS BRIEF – Max: 250 words

You could include evidence of environmental analysis through commentary and frameworks in the appendix:

·       SWOT

·       PESTLE

·       Five Forces

2 In the introduction, what are the key points of your chosen topic? I will advise you to keep it simple and focused. I rather you discuss one or two digital marketing strategies in great detail than describing several constructs superficially. For example, social media has many tools, hence apply one or two.


Digital marketing strategies, examples:

·       SOSTAC Framework Figure 4.5, (Fahy & Jobber, 2019)

·       5S Framework

·       Six categories of digital communications tools or media channels, Figure 1.10 (Fahy & Jobber, 2019)

·       RACE Figure 1.9 (Fahy & Jobber, 2019)

3 What is being discussed in the literature today? How are these aspects in literature relevant to practice? Use examples.


See the academic reading list and core texts, i.e.

Kaplan, A.M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), pp.59-68.


Link to recent ‘real-life’ case-studies

4 There are many different theories in digital and service marketing. Do use one or two to link your arguments. For example, communication theories.


·       Segmentation, targeting and positioning

·       Refer back to NBS-5920A frameworks, i.e. ELM

5 What are your own experiences like? You are encouraged to use your own words to explain the theory and the practice side of things.


Your own critical analysis – draw from own experiences of marketing and customer experience
6 I would encourage that you use one or two contexts throughout your report. That will keep you in check and that you do not stray away from the discussion.


Service organisations – this is your context
7 You may want to include real-time marketing examples to strengthen your views and arguments. For example, the situational crisis from COVID-19.


Examples provided in lectures
8 How do you see the future of the topic that you are going to discuss with regards to digital marketing?


See lecture slides on digital/SEO trends


Undertake your own research

9 Finally, you can make assumptions if you are using secondary data to prove a point; i.e. economic climate, pace of change, competitive activity, levels of available resource etc.



10 References:  Ensure that all material, quotes, etc. are referenced in the approved manner using the Harvard citation method. An explanation of the Harvard citation method is included at the end of this assignment handout. References do not form part of the 2,500 word limit. You should concentrate on academic references, although particularly useful practitioner references from magazines and newspapers are also acceptable as part of the overall set of references. Make sure that you use Harvard Referencing















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