Contents
Introduction: 3- About BMW: 3
- About Volkswagen: 3
- The Evolution and Role of Social Media as a Marketing Tool: 4
- Methodology: 7
- BMW in Social Media: 8
- Volkswagen in Social Media: 9
- Comparative Study between BMW and Volkswagen: 10
- Activities in Social Media- 10
- In Facebook: 10
- In Twitter: 11
- Other Social Media: 12
- Managing Crisis in Social Media- 13
- Scope of Social Media Marketing Strategy: 13
- Works Cited 15
Description
This report is based on the following requirement -
For the individual assignment, you will be asked to analyse and evaluate two companies' use of social media and to generate a report of no more than 3,000 words (not including the table of contents, reference list, tables, figures, and appendices) based on your research that offers insights about the use of social media marketing. It is expected that work will be underpinned by relevant research, theory and references.
Specifically, in your written assignment you should:
Describe the social media approaches adopted by the two companies
o Thispartcontributesto20%ofthetotalscoreoftheassignment
Compare their use of social media and critically evaluate their effectiveness
o Thispartcontributesto50%ofthetotalscoreoftheassignment
Discuss the lessons that you’ve learnt from these two companies’ experiences and their
implications for the development of a social media marketing strategy (a third company or brand can be used as an example to illustrate these implications)
o Thispartcontributesto30%ofthetotalscoreoftheassignment
Please note that the company or brand may be a politician, celebrity, non-profit organisation, and charitable organisation, but the company or brand can NOT be any of the companies or brands that have been chosen by any of the groups for the group presentations or covered in one of the case studies or TMAs. It is recommended to select two companies that are from the same industry or share some characteristics, to allow you to draw comparisons for your analysis.
