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Critically discuss the evolution of digital marketing strategies, latest trends and practices to inform and enable you to create an optimised personal digital profile sufficient to apply for a job in Esports being a marketing analyst.

Task:
Critically discuss the evolution of digital marketing strategies, latest trends and practices to inform and enable you to create an optimised personal digital profile sufficient to apply for a job in Esports being a marketing analyst. This has to include a number of social media profiles: LinkedIn, Twitter, Instagram and based on your justifications
Document your work in an Individual assessment report which should include:

-Analysis
-Plan
-Practical plan implementation (with before and after screenshots as evidence)

Individual Assessment Report structure:

Analysis – 50 marks:

You must research and critically discuss the evolution of digital marketing strategies, latest trends and practices to inform your thinking, in order to conduct a Search and Social Media Marketing analysis for those key skills and attributes that are desired by potential employers, in the field of a marketing analyst in Esports. This should include the buyer persona spring the keywords for main industry specific skills (using industry tools), key influencers and individuals who would make employment decisions or help in your application process. You must analyse the benefits, problems and challenges faced by organisations in using digital marketing communication channels search engine optimisation and social media optimisation

For the top THREE of your competitors you should conduct a thorough evaluation of their strengths and weaknesses in terms of their use of professional social media profiles – how often do they engage? What are their forms of engagement? What can you learn from their behaviour using social media profiles analysis tools and techniques?

Based on your analysis develop your personal benchmarks that you would like to attain within the given time and set up monitoring processes.

This section must include: literature review (at least five references to relevant academic research articles, reports and books) of latest thinking on keyword research methods and analysis methods of social media influencers. A tabular extract from Keyword Research. A tabular justification of keywords selected, screen shots of current competitors ranking for your primary keyword terms. You can use different tools such as Google Keyword research tool, Google Trends, Google Insights for Search etc.

For social media profiles analysis, you must select main profiles and evaluate the frequency of their engagement as well as the top networks and the type of information produced and consumed.

Plan – 25 marks:

Based on your analysis, you must produce a Search and Social Media Marketing strategy for 3 months and a practical SSMM plan that identifies you as an individual who is looking for to establish a career in this field and therefore become a recognisable “brand”. This would include your online profile development with a view to being identified by employers as their preferred candidate of businesses who might be interested working with you – if for example you are planning to be self-employed etc.

This section must include: –

Literature review (at least five references to relevant academic research articles, reports and books) on digital strategy development and thinking of legal and ethical implications of you being online. Map out your target audience and how you will target networks and groups to channel your overall communications. Your long-term plan or strategy – what it is that you want to be known for and how this will help you in your future career.

Key SMART objectives – for your strategy implementation – using the Specific, Measurable, Achievable Realistic and Time bound indicators. These can be justified with industry
benchmarks or examples of other profiles that you are using as a “template” or “guide” for your personal identity.

Critically justify the selection of specific Social Media Services. For example, if you choose Twitter – how will it help your employment or business development? If you have chosen LinkedIn – why have you joined it and how do you link it to Twitter if at all and why?

A Gantt chart – indicating the main tasks you will be engaged in to implement your SSMM plan with clear starting dates and it should start with the day the assignment was handed out and end in a year.

Risk Assessment – outline the main risks, their potential impact and how you are going to monitor and mitigate these.

Practical plan implementation – 25 marks:

Based on digital marketing strategy as documented using Buyer Persona Spring, implement and evaluate a Search and Social Media Marketing based campaign.

As part of this process you must implement your plan, an aspect of which must be at least one optimised blog post, which will allow you to be noticed by the industry.
One of the key criteria for your assessment is the implementation of as many SSMM techniques as appropriate for your Search Engine Results Page (SERP) positioning. For example, how you have approached search engine optimisation, social media (including video, audio, etc.) or mobile opportunities. The more of your profiles you manage to rank on the first three pages, the higher your chances of being noticed. The keyword for the SERP positioning is your “first and last name” for example “Mirage Islam” or “Tahir Rashid”. At least one other primary keyword for which you must optimise your profiles is that related to the industry that you have identified in your plan.

Based on your self-assessment you should draw conclusions on your performance and reflect how your profile could be improved.
This section can include: –

Based on your plan (primary and secondary keywords) demonstrate how you put the theory into practice by developing and optimising your profile using appropriate online channels.

Screenshots of SERPS before and after you have started your project highlighting your digital identities and explaining how this will benefit you in the long term.

Screenshots of your different profiles and indication of how you have used your keyword research to optimise on-page and off-page assets. For example, how you wrote your Twitter profile description and used the primary keyword in the choice of your user name and linking to your other online properties.

If you are using LinkedIn how you completed your professional profile and how you identified the relevant user discussion groups etc.

“Word count/ duration (if applicable)
Your assessment should be 2000 words.

Words in excess will not be marked.

The word count includes:

– the main text, including in-text reference citations and quotations.

The word count does not include:

Appendices.

These may be used to include supporting data, which may be too detailed or complex to include as a Table. They are not a device to incorporate material, which would otherwise cause you to exceed the word limit.

–     Title page
–     Contents page
–     Abstract/executive summary
–     Tables, figures, legends
–     Reference lists
–     Acknowledgements

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

Knowledge and Understanding

On successful completion the student will be able to:
Critically evaluate the principles and processes involved in developing digital marketing strategy using components of Buyer Persona Spring.
Analyse the benefits, problems and challenges faced by organisations in using digital marketing communication channels search engine optimisation and social media optimisation.
Critically discuss the evolution of digital marketing strategies and the latest trends and practices.
Conduct an audit of websites based on their search and social media optimisation
Based on digital marketing strategy as documented using Buyer Persona Spring, implement and evaluate a Search and Social Media Marketing based campaign.

Transferable/Key Skills and other attributes

On completion the student will have had the opportunity to:
Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an organisational context.
Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational problems and issues.
Critically analyse and apply key ideas and concepts via comprehensive research using qualitative and quantitative data relevant to the subject area and to professional practice in the field.
Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding.
Professional, Practical or Subject Specific Skills/Behaviours

On completion of the module, the student will have had the opportunity to/will be able to:
Seek new opportunities and demonstrate resilience and accountability.”

 

Critically discuss the evolution of digital marketing strategies, latest trends and practices to inform and enable you to create an optimised personal digital profile sufficient to apply for a job in Esports being a marketing analyst.

 

 

 

 

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