Elaborate in detail on the following questions by evaluating digital media efforts of the chosen organisation/brand, giving examples and referring to literature: a. What kind of digital media does [an organisation or brand of your choice] use and how are their digital media interconnected? b. How does the organisation/brand design and produce their digital media? c. How does the organisation/brand manage their brand health with social media? 1. Identification of a brand/organisation that uses digital media: Explain in approx. 150 words who the organisation is, what they do, how they do digital media, and justify why it is important to study their digital media efforts. Refer to Lister et al. (2009) and other literature to support your arguments. 2. What kind of digital media does [an organisation or brand of your choice] use and how are their digital media interconnected? Research and discuss the organisation’s integrated marketing communications model (see session 1; follow Marriott case study) with focus digital media; refer to appropriate literature such as Lister et al. (2009), Safko and Brake (2009) etc.
- How does the organisation/brand design and produce their digital media? Analyse and discuss digital media from the chosen organisation applying models studied in the course, e.g. Hu et al. (2014), Geurin-Eagleman and Burch (2016), Shannon-Weaver (1949) etc.
- How does the organisation/brand manage their brand health with social media? Analyse and discuss how the organisation you chose applies the five points put forth by Leefang et al. (2014) to manage their brand online.
Sample Solution
