Module Code: CSU 601
Module Title: Digital Strategy Marketing
Assessment Title: Part Two – AI-Driven Digital Marketing Campaign Portfolio
Module Learning Outcomes Addressed
- Produce and manage high-quality content tailored for various digital platforms, utilising skills in writing, multimedia production, and social media engagement, while also implementing content scheduling and optimisation strategies.
- Apply AI tools and technologies strategically to enhance content creation, SEO, targeting, and data analytics within a digital marketing campaign.
- Demonstrate creativity and innovation in campaign design, integrating emerging technologies to differentiate the campaign from conventional approaches.
- Evaluate campaign performance using analytics tools, interpret data to optimise strategy, and improve ROI.
- Synthesise theoretical knowledge and practical execution to deliver a professional, integrated digital marketing solution.
Task
You are required to design, execute (in simulation or prototype form), and present a comprehensive digital marketing campaign for a hypothetical or real business (you may use the same organisation as in Part One if desired). The campaign must strategically leverage AI tools and technologies across multiple digital marketing functions.
Your portfolio must include:
1. Campaign Strategy Overview (500 words):
- Business context, target audience, campaign objectives, KPIs.
- Justification for AI tool selection (e.g., ChatGPT for copywriting, Midjourney for visuals, SurferSEO for optimisation, Hootsuite AI for scheduling, Google Analytics AI insights).
2. Content Creation & Platform Execution (Examples Required):
- At least 3 sample social media posts (with captions, hashtags, visual mockups).
- 1 short-form video or story concept (script/storyboard).
- 1 email marketing template.
- Mock-up of a campaign landing page with SEO metadata examples (title tags, meta descriptions, keyword strategy).
3. Influencer Collaboration Plan (300 words):
- Criteria for selecting influencers.
- Example outreach message or collaboration brief.
- How authenticity and brand alignment will be ensured.
4. Data Analytics & Optimisation Plan (500 words):
- Key metrics to track (e.g., CTR, conversion rate, bounce rate, engagement rate).
- Tools to be used (e.g., Google Analytics, Meta Insights, AI-powered dashboards).
- How data will inform real-time optimisation and future iterations.
5. Reflection on AI Integration (200 words):
- What worked well, what didn’t, and why.
- Ethical considerations or limitations encountered when using AI.
Total word count guidance: ~2,000 words (excluding visuals/mockups). Visual elements, mockups, and screenshots are encouraged and do not count toward the word limit.
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