Order Description

Undertake a critical analysis and evaluation (i.e. strengths and weaknesses) of the digital

marketing activity across fixed and mobile platforms undertaken by BMW.
Compare and contrast this with their more traditional ‘advertising’ campaigns using television,

print and outdoor media highlighting the advantages and disadvantages of digital ‘advertising’.
Discuss relevant issues such as on what basis market segmentation might be undertaken, target

markets and audiences might be selected, which digital media (e.g., company websites, YouTube,

blogs/vlogs, Facebook, Snapchat, Instagram, Renren, Weibo, etc. ) might be used and why, and the

effectiveness of campaigns measured.
You should primarily focus upon your brand’s digital marketing activity from January 2012 until the

present day undertaken in the UK market, but where appropriate you should also include earlier

activities or those undertaken in other countries.
Answer the Question
Critical Analysis (20% of the marks):
Not just descriptive
Examination and evaluation – both sides of the argument
Discusses the implications
Synthesis – suggest, recommend, predict
Theory
Identify and Include relevant theory – ie the pyramid from last semester
Relate it to what you are discussing
Discuss the implications
Part of ‘Research’ – see marking rubric (20% of the marks)
Appropriately referenced (10% of the marks)
Not just about acknowledging the academic work of others
Adds weight to your arguments
Adds credibility to your work
It tells readers your work is reliable and believable
Attention to detail & presentation (10% of the marks)
Use spell check and proof read
Signpost the essay and provide a list of contents
Introduce new concepts and link sections together
Use headings and subheadings
Use appropriate diagrams, figures, pictures etc