Topic: Digital Marketing for Service Industries

Assignment task
Your individual report should critically analyse the role of Social Media as a marketing tool contextualised in a service industry of your choice (e.g. hospitality, tourism, events or retail etc.). Your report
should be divided in two key parts.
Part 1 (approx. 1000 words) will be a succinct literature review of the main themes relating to social media:
Definition of social media
Social media platforms – identify a typology (e.g. social media prism), select one type of social media (e.g. social networks) and one leading platform (e.g. Facebook). Evaluate the use of
typologies and of the chosen platform for marketing practice in the service industry of choice. With respect to the platform, you need to assess key functions that can be performed by a marketer
with the use of this platform. Your discussion can be supported with the use of visuals (e.g. screenshots of a particular function of the platform).
Influence of social media on consumer behaviour – assess the extent to which social media impact on key stages of customer purchase journeys. This section should be supported by relevant
academic and business intelligence sources.
Part 2 (approx. 1000 words) will be an analysis of how social media are used as a digital marketing tool in a service industry of your choice. This could be achieved in one of two ways. Option one is
an in-depth case study of best practice within an industry sector (for example, if you pick airlines you could do a case study on KLM which is widely considered one of the most sophisticated users of
SM in the industry). Option two is to demonstrate many examples of best practice coming from different organisations in one sector (for example, if you pick retail you could consider ASOS, FATFACE
etc.). In selecting examples of best practice aim to demonstrate a wide array of strategies available to digital marketers. These may include the use of strategies such as monitoring of social media
user generated content (UGC), different steps of the organisation in climbing the ladder of engagement with its customers, or online reputation management.
Remember that the ultimate goal of this part of report is an evaluation of different uses of social media. Therefore, in describing best practice, you should highlight the benefits and pitfalls of using
social media in the service industry of your choice. Your discussion should be supported by an appropriate number of visuals of the example (e.g. screenshots of videos, posts, customer responses
etc.) and relevant academic and business intelligence sources.
Assessment criteria:
Social media (SM) platforms assessment (20%)
SM influence on consumer behaviour (25%)
SM best practice (40%)
Presentation (15%).

Type of assignment: Academic paper writing
Type of assignment: Report
Subject: Marketing
Pages/words: 1/200
Number of sources: 5
Academic level: Bachelor
Paper format: Harvard
Line spacing: Double
Language style: UK English

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