Discussion Post: Digital Marketing
This mid-term test incorporates questions that require you to recall and apply key theory and principles that were introduced in the first half of the module. The test will also assess written communication skills and their ability to integrate different concepts from the module to a specific example. The test is timed and if completed remotely is effectively open book, you should therefore include citations and a list of references to demonstrate research carried out in developing the essays. You must complete ONE question with a guide word count of 1,000 words.
o The Customer Journey or Lifecycle is helpful in planning how to use channels in marketing communications. Define your understanding of the concept and design a digital multi-channel strategy, identifying touchpoints around a customer journey model appropriate for the purchase and consumption of takeaway pizza. (1,000 words)
o Referring to the RACE model, distinguish the four elements of the model. Evaluate the role of two of those elements. Use examples to contextualise your understanding. (1,000 words)
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.