BMW UK digital marketing

Order Description Undertake a critical analysis and evaluation (i.e. strengths and weaknesses) of the digital marketing activity across fixed and mobile platforms undertaken by BMW. Compare and contrast this with their more traditional ‘advertising’ campaigns using television, print and outdoor media highlighting the advantages and disadvantages of digital ‘advertising’. Discuss relevant issues such as on what basis market segmentation might be undertaken, target markets and audiences might be selected, which digital media (e.g., company websites, YouTube, blogs/vlogs, Facebook, Snapchat, Instagram, Renren, Weibo, etc. ) might be used and why, and the effectiveness of campaigns measured. You should primarily focus upon your brand’s digital marketing activity from January 2012 until the present day undertaken in the UK market, but where appropriate you should also include earlier activities or those undertaken in other countries. Answer the Question Critical Analysis (20% of the marks): Not just descriptive Examination and evaluation – both sides of the argument Discusses the implications Synthesis – suggest, recommend, predict Theory Identify and Include relevant theory – ie the pyramid from last semester Relate it to what you are discussing Discuss the implications Part of ‘Research’ – see marking rubric (20% of the marks) Appropriately referenced (10% of the marks) Not just about acknowledging the academic work of others Adds weight to your arguments Adds credibility to your work It tells readers your work is reliable and believable Attention to detail & presentation (10% of the marks) Use spell check and proof read Signpost the essay and provide a list of contents Introduce new concepts and link sections together Use headings and subheadings Use appropriate diagrams, figures, pictures etc