Three Weekly Digital Marketing Tutorial Challenges
This assessment consists of three weekly digital marketing tutorial challenges designed to develop practical skills in digital marketing, consumer insights, content creation, inclusive communication, ethical storytelling and campaign design. The assessment accounts for 45% of the module and requires students to apply digital marketing theory and consumer insight techniques in real-world marketing contexts. The activities are completed through tutorial-based learning, where students participate in discussions, receive tutor guidance and develop their work before submitting it through Canvas. The assessment focuses on applying consumer insights, data analytics tools and digital marketing strategies to create meaningful and responsible customer experiences. Challenge 1, titled “Are You Being Inclusive?” – Brand Audit & Persona for Ethical Reach, focuses on ethical digital auditing and inclusive persona design. Students select a brand from their home country and evaluate the inclusiveness and accessibility of its digital marketing across its website, social media and paid advertising. They then develop two to three detailed customer personas representing underserved or marginalised customer groups. Students also use AI analytics tools such as Google Trends, SparkToro or simulated AI insights to identify audience behaviours and preferences. The challenge is linked to SDG 10 – Reduced Inequalities and includes consideration of the ethics of using AI in digital marketing and its effect on the credibility of consumer insights. Challenge 2, titled “Don't Just Capture Attention – Respect It” – Campaign Idea Pitch, focuses on sustainable branding and growth. Students research the client's existing branding, examine opportunities to expand or sustain its audience and use consumer insight tools such as Google Trends, reviews and surveys to understand public perceptions. Students then create a visual mini-campaign promoting sustainable and transparent brand messaging, including social media content and AI-generated visuals. The campaign is connected to SDG 16 – Peace, Justice and Strong Institutions. Challenge 3, titled “Create, Educate, Disseminate & Evaluate”, develops digital social marketing and consumer engagement. Students extend the campaign developed in Challenge 2 into an interactive digital event that promotes positive behavioural change and educates audiences about a social issue. The activity must consider audience interests, increase interactivity and engagement, and provide evidence of positive engagement. This challenge is linked to SDG 4 – Quality Education. Overall, the assessment develops students' ability to combine digital marketing strategy, consumer insights, ethical considerations, sustainability and creative campaign design in practical marketing activities.
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