ULMS580 Digital Marketing Assessment 1 Brief 2026 | University of Liverpool
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| University | University of Liverpool (UOL) |
| Subject | ULMS580 Digital Marketing |
ULMS580 Assessment 1 Brief
Assessment Overview
This assessment requires you to analyse a real company’s digital marketing campaign and present your findings through a professional A0 poster. You will select a brand of your choice and evaluate ONE specific digital marketing strategy used by that brand.
Brand Selection
You are free to choose any company/brand for your analysis, as long as it meets the following criteria:
- The brand has an active digital marketing presence
- Sufficient information is publicly available (website, social media, app, press coverage)
- You can collect evidence independently (screenshots, metrics, examples)
- All sources used must be in English
- Brands used as examples in case studies (e.g., Gucci) are not permitted for your submission.
Digital Marketing Strategy Options
Select ONE digital marketing strategy to analyse in depth. Options include (but are not limited to):
- Search Engine Optimisation (SEO)
- Social Media Strategy
- Influencer Marketing
- AI Applications in Marketing
- AR/VR Marketing Experiences
- Web Design & User Experience
- Digital Advertising
- Email Marketing & Automation
Note: One well-analysed strategy is better than superficial coverage of multiple strategies. Go deep, not wide.
Poster Requirements
Your poster should include the following sections as comprehensively as possible:
1. Campaign Overview
- Company background and market position
- The specific digital marketing strategy you are analysing
2. Goals & Objectives
- What did the company aim to achieve with this strategy?
- Who is the target audience, and what performance metrics were used (if available)?
3. Outcomes & Results
- Quantitative results (e.g., metrics, data, growth figures)
- Qualitative outcomes (e.g., brand image and equity, user experience and evaluation)
4. Evidence
- E.g., Screenshots from the company’s digital platforms, Examples of the strategy in action, Data visualisations
5. Theoretical Framework
- Apply relevant concepts and theories discussed in the module or textbook
- Alternatively, link your analysis to established academic frameworks from published papers
6. Evaluation: Strengths
- What did the strategy do well?
- Key success factors and competitive advantages
7. Evaluation: Criticisms
- What are the limitations or weaknesses?
- Potential risks or areas of concern
8. Recommendations
- 2-3 actionable suggestions for improvement
- Justify each recommendation with reasoning
9. References
- APA format for all sources
Assessment Criteria
| Criterion | Weight | Description |
| Campaign Description | 15% | Clear overview of company, strategy, objectives, and context |
| Campaign Evaluation | 50% | Depth of analysis; balanced evaluation of strengths and weaknesses |
| Application of Theoretical concepts | 10% | Accurate use of theories, frameworks, and concepts from textbook, lectures, or papers |
| Evidence & Examples | 15% | Quality of data, visualization, and real examples to support analysis |
| Visual Design & Communication | 10% | Professional layout, clear structure, readability |
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