You have been asked by the CMO and the Board of an Organisation to review two technologies/technology platforms: Digital Marketing Technologies and Tools, Report, TUD, Ireland

Overview

• You have been asked by the CMO and the Board of an Organisation to review two technologies/technology platforms they feel will enhance the ability of the marketing department to build closer links with its target audience, and allow the team to plan, execute, collect and analyse campaigns more effectively.
• You will select two technologies/technology platforms that are part of a respective company’s offerings. For example, you may consider two of the following SEO technology offerings (Screaming Frog versus MOZ) for search engine optimisation purposes. You will compare and contrast these offerings and make a recommendation as to which one should be implemented.
• Your written report should be presented to replicate the work of an outside consultant for a real business/client. The language used should be professional and objective.

PART 1

• Written Element – compare and contrast two technologies from two different company’s offerings located in the technology stack map provided and/or emerging technologies such as Robotics, AI, Consumer IoT etc. discussed in class).
• 70% weighting
• 3,000 words
• You are required to report to the board of your company to give your appraisal of the two platforms under review.

Structure:

You must demonstrate the following:

1. Overview of your chosen company (approx. 150 words)

2. Introduce the competitors (approx. 150 words)

3. Overview of that company’s performance in digital marketing strategy (approx. 700 words) o Conduct a mini digital audit.

4. Overview of the two technologies/technology platforms (approx. 500 words)

• The specific offerings of the two technologies/technology platforms chosen

5. Comparing and contrasting: Servqual framework dimensions, Trust and Distrust, Issues around adoption e.g., ethical and legal concerns from consumer perspective (approx. 800 words)

6. How the solution will meet the objectives of the organisation? (approx. 200 words)

7. Recommendations and practical demonstrations. (approx. 500 words)

PART 2

• Presentation Element – with a debate feature.
• 30% weighting.
• 10 mins allocated for each presentation max.
• The presentation component focuses on presenting your arguments and recommendations (outlined in the report) to the class.
• Debate element takes place during the Q&A component.
• A presentation schedule will be posted.
• Please see the marking scheme/rubric – separate document.

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