MKT542 Assessment Information This assignment is designed to assess learning outcomes:
1. Discuss the evolution of digital marketing along with the emergence of advanced search engines and clickstream mechanisms.
2. Apply the search engine optimization procedure along with effective web design for effective navigation and conversion.
3. Analyse, assess, and evaluate the fundamentals of the data capture mechanism, data segmentation, and application of analytics to marketing strategy.
This assignment is an individual 2000-word report. This assignment requires you to complete the following:
1. Discuss the evolving role of the modern website and how digital analytics has changed the way it is being used in the overall digital marketing strategy, using the theories and framework that you have learned in the curriculum.
2. Use the digital analytics framework, analyze and evaluate the Google Merchandise Store as an organization. Identify its business goals, marketing objectives, and key performance indicators.
3. Using web analysis tools and applying digital marketing software and theory/theoretical framework, analyze and evaluate Google Merchandise Store’s website, highlighting its efficacy in meeting its marketing objectives and organizational goals.
4. Recommend how the Google Merchandise Store can improve its digital strategy for the future, focusing solely on its website strategy. Suggested Structure Cover Page Title of Contents Introduction This section should include an introduction to the assignment and the main concepts being presented.
Literature Review or Review of Key Concepts. This section should describe the concept of digital analytics and its role in marketing and digital marketing strategy development. The development of the role of websites as a modern marketing channel should also be discussed.
Organizational Analysis: This section should include the analysis and evaluation of the organization. Identify its organizational goals, derive its key marketing objectives, and performance indexes as a result of this.
Current Web Strategy Analysis. This section should include the analysis and evaluation of the website. The website should be assessed and evaluated using both qualitative and quantitative analysis. Various analysis tools should be used. Marketing theory and/or frameworks should also be used to structure and frame the analysis.
Recommendations. In this section, the evaluation of the findings through the analysis draws analytical insights to derive recommendations for improvement in the future.