Assessment 1: Guinness
Guinness is planning to increase the sales of their products in the United Kingdom (UK) over the next 12 months
and have asked you to work on a digital marketing plan to help achieve this.
Guinness UK has appointed you the Digital Marketing Manager. Your task is to create a digital marketing plan for
Guinness UK to help support the companies’ growth objectives, with a special focus on the digital considerations to
help the company in their decision-making processes. You have specifically been asked to consider the following
structure and key areas within the digital marketing plan:
 Executive Summary. (5%)
 British Alcoholic Drinks Market overview. (10%)
 Market Segmentation, Consumer Persona. (10%)
 Guinness Brand Positioning. (5%)
 Digital Marketing Objectives. (20%)
 Digital Marketing Strategy. (20%)
 Digital Marketing Plan. (30%)
In terms of the content of the Digital Marketing Plan, you will be marked on the degree to which you:
 Demonstrate a thorough understanding of the purpose of the assessment.
 Display knowledge of the planning tools and theories involved and an ability to apply them effectively.
 Demonstrate the ability to select critical points, evaluate them and communicate the conclusions effectively.
In terms of overall presentation, you will be marked on the following:-
 Language (appropriate language, grammar, spelling, etc.)
 Presentation (layout, style, quality, etc.)
Further Guidance on the Digital Marketing Plan
1. Objectives – objectives need to be SMART but it is unnecessary to explain in detail how SMART they are.
2. The balance between market analysis and the actual planning/actions– ensure that your submissions are balanced with regards
to analysis and planning. For example, do not use a lot of space summarising the analysis, at the expense of setting objectives and
planning objective-specific marketing strategies and tactics.
3. Avoiding vagueness – planning needs to be very specific; stating that you will use ‘social media’ for promotion because it is the
‘most efficient tool’ is not enough. You need to explain the social media tool (s) – what they are, why you are using them and how
you would use them.
4. Academic content – you are expected to apply models, and not just describe or define them. For example, your SWOT or PEST
analyses should not read like textbooks in which you explain what SWOT or PEST are – this is essentially incorrect. You needed to
apply them and not describe them.
5. Executive summary – an executive summary should be written in a way that allows the executive who reads it to know what the
problem is and how it is to be solved. Essentially, it is a summary of your problem statement, objectives and how to achieve them
(i.e. how to solve the problem). The key findings and recommendations should also be presented in this section.

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6. Secondary data use – Analysis should be supported with secondary data (from the literature). You should demonstrate wider
reading and acknowledge the sources of your information, both in the main body and in your bibliography. Avoid making very bold
but not substantiated statements, such as ‘the best clothing business in the UK’ or ‘massive campaign’ or ‘massive customer
segment’. Give numbers if you think the segment is large and compare it to other segments to give an idea of the size of it.
7. Presentation and structure – to achieve an excellent grade, your presentation needs to be immaculate – this includes numbering
tables, referencing correctly etc. Do not present a lot of data and information in tables as appendices. Data or statistics that refer
directly to your discussion in the main body, should be presented in the main body. Tables and figures – tables and figures need to
be numbered and each should have a title that is self-explanatory. Your analytical content must be high, demonstrating critical
thinking and the ability to apply relevant marketing concepts.
Word count – 3,500 words (+/- 10%), excluding references in the bibliography, the appendices and the cover page.
Please, note that your cover page must have your Full Name and ID Number.
What do I need to do to pass? (Threshold Expectations from UIF)
In order to pass Assessment 1 you will need to synthesise relevant market research information from relevant sources, apply relevant
(digital) marketing management theory, and demonstrate elements of originality in solving problems related to the design of a digital
marketing plan.
How do I produce high quality work that merits a good grade?
An Assignment Tutorial will be run in the second week followed by a Q&A session.
How does assignment relate to what we are doing in scheduled sessions?
The digital media landscape has been characterized over the past decade by rapid, disruptive change as new technologies and platforms
have been adopted by audiences. Digital marketing and communication strategies are highly dynamic and at the forefront of those
disruptions. The following list, therefore, is indicative only, and is likely to adapt and change to reflect the evolving business environment.
 Digital Marketing, Management, Communications Strategies and Communication Objectives
 Digital Marketing and Market Orientation
 New consumers and media
 Mobile platforms and convergence
 Online Consumer Behaviour
 Brand Management