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University of London ASOS Digital Marketing Strategy Paper

Question Description

For a company, organisation or charity of your own choosing, please develop a digital marketing case study that be suitable for a second year undergraduate management student audience.

Please use the following structure:

(1) Abstract (150 words max which is not included in the word count)
(2) Introduction (present the human protagonist and set the scene for a dilemma or key decision point which is the focus of the case)
(3) Body case content (use approximately 3-5 sub-headings)
(4) 4-5 numbered questions that can be answered from the case content

TASK:
(0) Identify an entity (brand) and 3 or 4 competitors. Frame your context creatively to offer clever competitors, not just me toos.
(1) start with data from web analytics and social media metrics scraping or aggregation services, pull togehther a spreadsheet of data across a wide range of metrics and look see what stories are hidden in the data. We discussed several data providers, many more are out there for you to discover.
(2) read a selection of case studies (not warc, not IT sales pitches from the web) focus on quality publications in journals or for example in SAGE Business cases. Be inspired by form, style and structure. Remember the audience for this paper.
(3) collate the data in a spreadsheet. Look at the data, see what the numbers are saying. Take time to make sense of what you are seeing. Why and where are the differences ? How can this be ? Does your wider qualitative research help unpick the story ?
(4) Spend time creating your own awesome annotated graphics, between 5 and 10. Annotate them. DO NOT cut and paste from other sites. Bring together two or three elements on a single graph. Think about the best infographics you have ever seen. Emulate them if you can.

Please also include how ASOS used digital marketing tactics mentioned in the lecture slides such as customer engagements, user generated content/ influencers, digital marketing channels, content marketing & search engine optimization.

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