Module Title:

Digital Marketing in Practice

Module Code:

5BUS1016

Assignment Format & Maximum Word count

Landing Page

Assignment Weighting:

50%

Coursework Submission:

10th November 2023

Coursework return Date returned to students:

Within 4 weeks

Module leader  

Dr Yuliya Oguz

First marker   

Dr Yuliya Oguz

Internal Moderator

Approved ☐

Date:

Module Board name

Marketing

External Examiner

Approved ☐

Date:

Module Board date

Assessment Criteria

Learning Outcomes: Knowledge and Understanding tested in this assignment:

• Discuss the appropriate use of a range of digital tools and channels.

• Illustrate how to set and measure the performance of campaign objectives.

• Demonstrate an understanding of the role of synchronous and asynchronous communication in an online environment.

Learning Outcomes: Skills and Attributes tested in this assignment:

• Integrate digital marketing theory with practice through case studies or live projects.

• Produce an integrated digital marketing communications campaign plan to meet the objectives, in response to a client brief.

Transformational Opportunities

• Coursework highly aligned to employer needs in digital marketing.

• Contemporary learning

Feedback /Marking criteria for this Assignment

• Performance will be assessed using HBS Grading Criteria (Rubric)

• Feedback for improvement will be given in writing via your Canvas module site within 4 weeks of submission

• Lateness Penalty: For each day or part day up to five days after the published deadline, coursework relating to modules submitted late will have the numeric grade reduced by 10 grade points until or unless the numeric grade reaches the minimum pass mark (UG 40/PG 50).  Where the numeric grade awarded for the assessment is less than the minimum pass mark no lateness penalty will be applied.  If the coursework is submitted more than 5 days after the published deadline, it will not be marked and a grade of zero will be awarded. Please note: Referred coursework submitted after the published deadline will be awarded a grade of zero (0).” 

?Detailed Brief for Individual Assessment

Assignment Title: Landing Page Creation for Learn Trade Skills

Description of the assignment:

Introduction: A Landing Page is a way for businesses to communicate with their prospective clients, give information and gain leads on potential customers. You have been tasked to create landing page for  Learn Trade Skills. The company wants you to create a lading page that to help with their conversion rate and track new leads while aligning with the company's marketing objectives.

Client Background: The company, Learn Trade Skills (LTS) is a Vocational Training Centre in Cheshunt, Hertfordshire, specialising in training electricians. They offer wide range of high-quality including electrician training courses at affordable prices. LTS is UK’s leading provider of electrical training courses for beginners and experienced electricians. Their training programmes are Innovative and Technologically Advanced Courses designed to educate the public and train tomorrow’s leaders of electricians, gas workers and plumbers.

Client Objectives:

• To understand and analyse the target audience for Learn Trade Skills' courses and identify their needs and motivations to help craft the landing page.

• To use the above analysis to help design a persuasive and visually appealing landing pages that encourage course enrolments to generate leads.

• To create a clear and compelling calls-to-action (CTAs) that drive visitors to take the desired action to enhance lead generation.

• To optimise the landing pages for better search engine visibility and basic user experience.

Further information to help you with this assignment:

Please note: The blow prompts are there to help you to do research the client. Using this research you should create a landing page. Your research will not be submitted at any point. However, weak research will lead to weak design of landing pages meaning that better your research about the below themes the more informed your landing page will be.

Target Audience Analysis

• Conduct a thorough analysis of the target audience for Learn Trade Skills' vocational courses.

• Identify their pain points, interests, and motivations for enrolling in trade-related courses.

• Use this information to help create the landing page.

Landing Page Strategy

• Develop a landing page strategy that aligns with Learn Trade Skills' objectives.

• Determine the key elements and content structure for persuasive landing pages.

• This strategy needs to be clear on your landing page in the way you designed it.

Design and Development

• Design visually appealing and mobile-responsive landing pages that reflect the brand identity of Learn Trade Skills.

• Create engaging and informative content. This might be elements like course highlights, benefits, and testimonials.

Clear CTAs and Forms

• Create clear and compelling CTAs that prompt visitors to take action.

• Design user-friendly forms to capture relevant lead information.

SEO Optimization

• Implement SEO best practices to improve the landing pages' search engine visibility and ranking.

• Optimise content of landing page to showcase your understanding of best practices for SEO.

Further Notes:

• You will submit the final link to your live landing page on Canvas.

• You should ensure that the landing pages comply with Learn Trade Skills' brand guidelines and match the website's design aesthetics.

• Landing pages should be optimised for fast loading times and a seamless user experience.

Mark scheme:

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