4MK005 Marketing Performance Management
4MK005 Marketing Performance Management – Assessment 2
Assessment Brief:
The Director of DB Sports Agency thanks you for your earlier group presentation and report. They are interested in evaluating your ideas further and have asked that you prepare an individual report (1800 words + references) to be submitted via the university.
In your report you are asked to compare and evaluate different approaches to measuring conventional and digital marketing activities appropriate to DB Sports with separate recommendations and examples for measuring the return on marketing investment (ROMI).
You are also asked to propose and justify relevant measurement, monitoring and analytic techniques to meet the specific business and marketing objectives for DB Sports based on a new marketing campaign for ONE of the DB Sport’s existing business activities.
Assessment Criteria
- Compare and evaluate the appropriateness of different approaches to measuring both conventional and digital marketing activities supported by suitable academic theory, with a recommendation for measuring ROMI (40%)
- Propose and justify and your recommendation to the Director for measurement, monitoring and the analytic techniques to meet the given business and marketing objectives for a new marketing campaign to promote ONE of the organisation’s existing business activities. (40%)
- Produce an individual written report to the Director of the organisation, to a professional, academic standard. Justify and support your recommendations with a wide range of references to the Harvard Referencing standard (20%)