Objectives of this Assignment:

To comprehend the significance of market research and insights in digital marketing strategies.
To identify and analyse various methods and tools used in conducting market research in the digital landscape.
To develop critical thinking skills in interpreting market data and drawing actionable conclusions for digital marketing strategies.
To communicate research findings and recommendations effectively through a professional report format.

Assignment Overview and Requirements

In today’s dynamic digital landscape, understanding industry and competitor research and gaining insights into what audiences think, feel, and do are crucial for the success of any digital marketing campaign. This assignment aims to delve into the concepts of market research and insights within the context of digital marketing, equipping students with the knowledge and skills
necessary to develop effective marketing strategies for campaign planning downstream.

For this assignment, you are required to develop a Market Research Report for a brand with presence in the Singapore market. Please check with your tutor on your brand of choice before you proceed with the assignment. The brand must not have been used before as an example in
lecture or tutorial materials, and any brand analyzed for this assignment shall be used by no more than 3 students across the cohort. Brand selection is on a first-come, first-served basis.

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