Module Project Compare and contrast digital marketing

Your Module Project will be to compare and contrast the digital marketing campaigns of two very different global brands of your choice.Tafesse (2016) carried out an important study considering the ways to measure social media success in experiential digital marketing, creating a coding manual to evaluate the success of campaigns on Facebook. The study identifies the most important dimensions of brand experience as perceptual, social, epistemic and embodied. For your Module Project, using Tafesse’s (2016) indicators of consumer engagement with digital brand strategy, compare and contrast the digital marketing campaigns of two very different global brands of your choice.To prepare for this week’s Module Project submission you will need to read and evaluate Tafesse’s (2016) model of consumer engagement in social media to become familiar with the concepts. You will then need to review which companies that you are familiar with have implemented social media campaigns. It is important that the brands should target different sectors, for example a soft drinks company vs a fashion brand or a supermarket vs a mobile phone company as this will allow you to make more detailed comparisons of their digital marketing activity. They should be recent campaigns that have taken place over the last 12-24 months.You will complete this Module Project in four submissions:1.0 Introduction, due in Week 1 (this week)2.0 Digital Strategy Analysis, due in Week 33.0 Literature Review, due in Week 54.0 Recommendations, due in Week 7Note: All research for your Module Project should be from secondary, desk-based sources e.g. academic journals and public websites. You should not collect primary data such as interviews or questionnaires as this would require ethics approval.To complete this Module Project submission:By Day 7 (Wednesday)Complete section 1.0 Introduction of your Module Project. Identify the 2 companies that you will be analysing within your Module Project (300-500 words). Briefly explain why these companies have been selected and why they are of interest and relevance to you.Submit your Module Project to Turnitin.This Module Project submission is not graded, but you will receive feedback from your Instructor to help you improve your work. Please take advantage of this opportunity to learn from your Instructor’s feedback — give the assignment your full effort and ask for clarification on any feedback that you do not understand.Click the ‘View/Complete’ link for Week 1 Module Project — Turnitin – FF.