digital marketing audit

Assessment 1: Digital Marketing Audit – Individual coursework Word count: 1,500-2,000 words strictly (reference list excluded) Aim: You will conduct an individual digital marketing audit of a tourism, hospitality, or events organisation to critically evaluate its digital presence and user engagement strategies. Drawing on concepts and frameworks introduced in Weeks 1-5 of the module, you will analyse how the organisation uses digital channels, how users interact with a key digital asset, and how digital marketing activities create (or limit) value for consumers. This assessment is designed to develop your analytical and evaluative skills, which you will later apply to a different organisation in the group campaign project. This assessment aims to enable you to: Demonstrate a critical understanding of digital marketing in the visitor economy Apply consumer behaviour, UX, and content marketing concepts to a real organisation Evaluate digital marketing performance using appropriate analytical frameworks Develop evidence-based recommendations to improve user engagement and digital effectiveness Tasks: Organisation selection You must select one organisation operating in the tourism, hospitality, or events sector with an active digital presence. The organisation should have sufficient publicly available digital content (e.g. website, social media, video content) to support analysis. Digital marketing audit You will conduct a structured audit of the organisation’s digital marketing presence, focusing on: Key digital channels used (e.g. website, social media, video platforms, others) The role of these channels in the customer journey A digitally focused SWOT analysis A brief competitor comparison (1-2 competitors) limited to digital presence and engagement (e.g., channel use, content themes, engagement approach – not a full corporate strategy analysis) You must apply relevant theory from the module (e.g. digital consumer behaviour, value creation, engagement) to interpret your findings. 3. Persona and customer journey analysis You must develop: one target persona one customer journey map for that persona This analysis should be used analytically to explain how the organisation’s digital marketing supports (or fails to support) user needs, motivations, and decision-making. 4. UX interaction evaluation of a key digital asset You must select one primary digital asset (e.g. a webpage, booking) interface, social media video, email, or campaign landing page) and conduct a UX and interaction evaluation (based on your target persona). Drawing on UX and interaction design principles from the module, you should assess usability, clarity, trust, and engagement. Recommendations on your analysis, you must provide clear, evidence-based recommendations for improving user engagement and digital performance. Recommendations should be realistic, justified, and linked explicitly to your findings and to relevant theory. Structure and indicative word count: Part 1: Digital Marketing Audit (approx. 800-1,000 words) Organisation overview and digital presence Persona and customer journey analysis Digitally focused SWOT analysis Brief competitor comparison Theoretical interpretation Part 2: UX and Digital Asset Evaluation (approx. 700-1,000 words) Description and justification of selected digital asset UX and interaction evaluation using theory Evidence-based recommendations Specific Requirements: The reference list is not included in the word count This is a free report style aimed at an industry audience (your chosen organisation). You should include visuals where appropriate (e.g., at least one persona visual and one journey map, plus UX evidence such as annotated screenshots/wireframes, etc.). You must demonstrate critical analysis, not descriptive reporting. You may include figures, tables, and screenshots where appropriate; these must be clearly labelled and discussed in the text. All sources must be properly referenced using a referencing style. You are expected to consult the marking criteria before submission.