Penhaligon’s Content Marketing Strategy
Module Name: Dynamic Content Marketing
Coursework Title: Penhaligon’s Content Marketing Strategy
BM2230 Dynamic Content Marketing Assessment Breakdown
Learning Outcomes:
- Define content marketing under its various forms
- Critically evaluate the mix of content creation and distribution tools that make-up content marketing
- Organise content marketing campaigns
- Develop competitive content marketing strategies
Penhaligon’s Content Marketing Strategy
Task Details/Description:
The module will introduce students to a range of marketing tools and strategies that enable companies to connect successfully with their customers in the digital age, as well as establish a meaningful, engaging and strong presence online through valuable content. You are going to be required to conduct a comprehensive audit of Penhaligon’s communication strategy utilising tools and methodologies introduced throughout the module. You will produce an individual 2,500-word portfolio report evaluating the impact of the current content strategy implemented by the brand, and also introduce alternative strategic routes which would help the brand build meaningful relationships with their UK consumers and further expand their market share.
Throughout the module, you will be given opportunities to engage directly with the brand’s Business Manager who will be able to provide further insights into the brand and its competitive environment. It is important that you make the most out of these opportunities as the client will be one of the most valuable sources of information on this project.
To do this you’ll need to:
- Obtain an in-depth understanding of the industry landscape and both micro and macro corporate environment alongside key factors impacting Panhaligon’s advertising strategy.
Penhaligon’s Content Marketing Strategy
COURSEWORK ASSIGNMENT
- Set realistic objectives in adherence to data obtained through collaboration with the client’s sales team and audit findings.
- Evaluate current market conditions in order to fully understand consumer behaviour trends within the industry and select appropriate audience clusters and ultimate customer personas.
- Develop a clear strategic pathway based on data interpretation and further research findings.
- Provide a detailed explanation of advertising mechanisms including owned, paid and earned media. Paid ad placements need to be fully unpacked and tackle placement, targeting, and creative components.
- Measurement plan should accurately showcase how marketing objective KPIs are going to be monitored and measured to prove success.
- All previous points need to be showcased through taught marketing methodologies and frameworks. All external data must be referenced in adherence to the Harvard referencing format. APA.
Module Learning Outcomes Assessed:
- Define Content Marketing under its various forms
- Critically evaluate the mix of content creation and distribution tools that make up Content Marketing
- Organise Content Marketing campaigns
- Develop competitive Content Marketing strategies