MKT601 Contemporary Marketing

In this assignment, students need to choose a company that has both an online and an offline presence, then:

• discuss two different market segments they target and their corresponding positioning strategy

• analyse the digital marketing tools and techniques the company use and explain the aims of each tool/technique (discuss at least 3 of these)

• list three strengths and three weaknesses of the digital marketing strategy adopted by the company

• make recommendations for improving their digital marketing strategy