Topic: strategic marketing

Order Description
This assessment is based upon a detailed case analysis of the British Heart Foundation, as provided by a case study written by the Chartered Institute of Marketing. The assessment will involve the ability to analyse and assess digital marketing data and demonstrate the ability to develop effective marketing metrics around digital communications. Full details of case and case questions will be provided by week 6

Assessment 2: For this assessment, you will be provided an extensive case study, written by the CIM outlining current strategic elements of the British Heart Foundation (BHF). Drawing upon the contents of this case, as well as your own additional research, you will be required to address the following questions.

1. Explain the role of marketing metrics in the context of marketing the BHF and regarding the entire range of communications methods currently being used. Incorporate relevant theory into your discussion. (20 marks)

3. Discuss which key metrics could be used by BHF to assess the effectiveness of its digital communications methods. Ensure sufficient justification and academic underpinning is incorporated into your response. (20 marks)

4. Prepare a dashboard of marketing metrics analysis output. This should show a visual/graphical/numerical representation of the key metrics you have used. The purpose of this is to visually illustrate and prioritize the key findings on digital communications effectiveness. Finally, select two of the key areas of metric output in your marketing dashboard and evaluate what potential future trends are likely to decrease or increase in importance to The British Heart Foundation. (60 marks)
14. Assessment criteria for assessment 002

See marking grid in Appendix A for more specific marking criteria

15. Special instructions for assessment 002

Careful referencing of sources is vital when making use of the work of others. You are expected to employ the referencing conventions recommended in the Course. These conventions apply to information taken from internet sources, as well as books, journals and lectures. If you are unsure of the way to reference properly, seek advice from a member of staff before you submit the assessment. These are some of the points you should check before submitting your work:

• are all direct quotations, from both primary and secondary sources, suitably acknowledged (placed in quotation marks or indented)?
• have you provided full details of the source of the quotation, according to the referencing convention used in the Course?
• have you acknowledged the source of ideas not your own, even if you are not quoting directly from the source?
• have you avoided close paraphrase from sources? (Check that you are not presenting other people’s words or phrasing as if they are your own.)
• if you have worked closely with others in preparing for this assessment, is the material you are presenting sufficiently your own?

A Harvard referencing tutorial can be found at: https://ist.glos.ac.uk/referencing/harvard/
The tutorial should take approx. 20 minutes to work through and includes lots of examples of different types of resources. It is based on the “Cite them right” book (Richard Pears and Graham Shields (2008). Cite them right: the essential referencing guide. Newcastle upon Tyne, Pear Tree Books.) Available on Amazon and copies in the Learning Centre. More details about referencing, including a quick referencing guide and a tutorial about plagiarism, details of how to reference sources such as websites, online journals, newspaper articles, and official publications, are available at:
https://insight.glos.ac.uk/departments/lis/resources/Pages/referencing.aspx

If you are unsure of the way to reference properly, seek advice from a member of staff before you submit the assessment. In submitting your work for assessment you are making a statement that it is your own work, it has not been submitted for any other assessment, and it does not infringe the ethical principles set out in the University’s Research Ethics: Principles and Procedures.