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)