You will be required to answer any three of the
following questions/tasks:

Produce a social media plan for one of the companies
mentioned above (max 1,000 words). The plan should include
minimum 3 objectives, 5 activities and 5 key performance
indicators. Explain how the company will meet the objectives.

Produce a digital advertising plan for one of the companies
mentioned above (max 1,000 words). The plan should include
minimum 3 objectives, 5 activities and 5 key performance
indicators. Explain how the company will meet the objectives.

Test Questions/Tasks

Test Questions/Tasks

Critically discuss 5 activities that can help one of the above
mentioned companies to significantly improve their website
traffic. Analyse the implications on their business by using at
least 5 key performance indicators (max 1,000 words).

Critically discuss 5 activities that can improve the customer
conversion rate for one of the companies mentioned above.
Use at least 5 key performance indicators and analyse the
effect on their business (max 1,000 words).

Critically discuss 5 activities that can facilitate mobile user
acquisition for one of the above mentioned companies. Use
at least 5 key performance indicators and analyse the effect
on their business (max 1,000 words).

Important Note

Use the marketing report style and logic.

Do not submit presentations (slides)

Do not submit essays.

Sources of Data

Companies meetings (22 February 2023), including
the video recordings and transcripts.

The three companies’ online data: websites and
social media channels.

Industry reports that are relevant for the three
companies.

Any other market data and statistics that may be
relevant for the three companies.

In case you want to apply marketing theory (e.g.
brand models) you need to cite them.

Include a Bibliography at the end (not included in
the word count).

The ABC rule

In report writing, as in all functional writing,
there are three basic rules (the A.B.C.)

Accuracy

Brevity (conciseness)

Clarity

Effective reports demand logical thinking and
presentation, coupled with a thorough,
planned investigation.

Reasoning & Style

The answers must follow the writing rules of the
marketing reports. Apply the same reasoning and
style as for A1.

Every statement should be backed by official
statistics/published research.

All statements should be backed by relevant data!

Your report should stay neutral.

In general avoid First person. Adopt an Objective
stance

It is recommended to use the 3rd person (neutrality).

Assessment 2 (In-Class Test): 3 Hours

You are taking the role of the Marketing Manager of the following companies:
– BLUCPrints: https://www.bluc-graphics.com
– Lumi Digital Design: https://www.lumidigitaldesign.com
– D&G Short Hardware & Locksmiths: http://www.dandgshort.com
They need your support to expand their online presence and improve their connection to customers.
Answer any three of the following questions/tasks:
1. Produce a social media plan for one of the companies mentioned above (max 1,000
words). The plan should include minimum 3 objectives, 5 activities and 5 key
performance indicators. Explain how the company will meet the objectives.
2. Produce a digital advertising plan for one of the companies mentioned above (max
1,000 words). The plan should include minimum 3 objectives, 5 activities and 5 key
performance indicators. Explain how the company will meet the objectives
3. Critically discuss 5 activities that can help one of the above mentioned companies to
significantly improve their website traffic. Analyse the implications on their business by
using at least 5 key performance indicators (max 1,000 words).
4. Critically discuss 5 activities that can improve the customer conversion rate for one of
the companies mentioned above. Use at least 5 key performance indicators and analyse
the effect on their business (max 1,000 words).
5. Critically discuss 5 activities that can facilitate mobile user acquisition for one of the
above mentioned companies. Use at least 5 key performance indicators and analyse the
effect on their business (max 1,000 words).
Important Notes:
1. All questions have the same weight.
2. Meetings with the management of these companies were organized on 22 February. Video
recordings of these meetings are available on BREO.
3. Submissions that will be related to other company/brand or will be generic, will not answer the brief and will be marked as a fail.