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Choose an SME from the list provided.

The following headings in must be included in your report:

•      Organisation Background

•      Organisation Digital Overview

•      Digital Marketing Strategy

•      Digital Marketing Plan

You must complete all sections of the report

2.    Create one target persona profile based on the findings above along with a customer journey map for this persona and located it within the appendices of the report which will not count towards the word-count. Discuss in the main body of the report the customer journey and provide an examination of the actions taken through the journey linking, feelings and actions, linking to theory, and feelings of the customer as well as an appraisal of the roles and likely objectives of the touchpoints they will encounter as they purchase the product or service. This should highlight and justify key issues you will address in the digital marketing strategy in section 2. (10/25)

3.    Analyse and justify in the main body of the report, using frameworks the level of maturity, linking it to theory and section 2 (1), for the online digital channels the organisation uses. This should include the Digital Maturity map which should be included in the appendices which will not count towards the word-count, and a review of

1.    which channels are common in this sector and against two of its competitors, and

2.    which digital channels might be expected given the digital behaviour of the Target Audience?

In this section you should highlight and discuss the key issues you will build on in your Digital Marketing Strategy in section 2. (5/25)

4.    Appraise and discuss in the main body of the report how changes in the macro and micro landscape with supporting evidence that will impact on this sector and the customer base over the next years, with specific attention and examination of the digital trends. This

PLEASE NOTE – In preparing for this task:

You are required to first undertake wider reading to develop an understanding of audiences and their digital behaviours, and the different online channels available to a marketer. Once the knowledge has been gained, you are expected to consider online channels against the target audience for the chosen organisation. Similarities need to be drawn out through the comparison, and differences highlighted through the contrast.

Candidates should assess the value of developing, participating in online marketing for their chosen organisation. The potential challenges should also be considered.  You may enhance your findings through the use of theory, audit frameworks or models.

SECTION THREE: DIGITAL MARKETING STRATEGY- 30%

Maximum word count for this section – 1,000 words

You have been asked by the MT to advise on three key elements required to develop a sustainable digital strategy for your chosen organisation.

Required: 

5. Based on the 4’C’s framework, you should describe, justify and provide evidence on how the key issues that your analysis in Section 1 and 2 has highlighted (this may be a table) can be drawn

6.    Develop and justify one Marketing Objective (it may or may not be digital) that is most likely to deliver growth for the SME (based on your analysis of the issues identified above) (5/30)

7.    Create, with justification, TWO digital marketing objectives matched against the overall marketing objective for your chosen organisation. These should include the KPIs and be discussed in relation to the findings of sections 1 and 2 and specifically the customer journey and sales funnel. (5/30)

8.    Formulate and justify a digital marketing strategy for your chosen organisation with supporting theories and evidence – you should consider whether this is realistic based on what you have learned in sections 1 and 2 (taking into consideration the audience, positioning, messaging, type of content and main channels used). (10/30)

9.    Determine and justify the digital marketing mixture of channels required to fulfil your digital marketing strategy. This should include a description of which digital channels and activities you will:

•      Enhance

•      create or

•      stop

This should reflect which channels the target audience might expect to see and should take into consideration the links between online and offline to ensure the digital marketing is fully aligned with offline marketing, sales and customer relationship activities. (5/30)

This task is about enhancing the digital marketing for your chosen organisation. It should be sustainable rather than a one-off campaign.

You must determine an appropriate digital marketing mixture of channels. The marketing channel mixture and tactics should be coordinated to deliver the digital marketing strategy.

There should be clear links showing how these tactical recommendations will deliver on the objectives and strategy recommended in task (8) and (9). The digital marketing channel mixture recommended should be justified using relevant theory, as well as any supporting evidence drawn from task (1).

SECTION FOUR: DIGITAL MARKETING PLAN – 25%

Maximum word count for this section– 1,500 words

After submitting the recommended digital marketing strategy to the MT, you have been tasked with developing an integrated implementation plan for delivering your strategy.

Required:

10. Discuss what role or requirement digital transformation might take within the strategy, including considerations for how difficult it might be to fulfil the digital marketing strategy based on your observations of the SME, and any resources required to enable you to undertake this.  You should include the Tools to capability Map in the appendices – it will not count toward he wordcount. (10/25)

12. Describe, the risks, and what role and responsibilities you as a manager might have; outline and evaluate your risk strategy and disaster recovery plan. You need to identify risk factors: your role and responsibilities to identify and limit these, use a model or methods to create a risk strategy and justify. (10/25)

Presentation and coherence (5%)

Ensure that your document is

–          clearly laid out and labelled and

–          that the argument structure follows and builds – free from spelling and grammatical errors.

Referencing (10%)

Include a good range of sources and further reading.

Report format: Font: Arial, Size: 10-12, Line Space: 1.5

File format: Word or PDF format only

Referencing format: Harvard (http://www.citethemrightonline.com)

Data and content contained within tables should be discussed and analysed within the main body of text with evidence in support.

 As part of the assessment and fairness policy and guidance the university has approved a set of rubrics for use with all assignments. These are available f

organisation’s digital

marketing presence

organisation’s digital marketing presence organisation’s digital marketing presence

organisation’s digital marketing presence

organisation’s digital marketing presence

organisation, with discussion and justification.

During the lecture/seminar we will look at the assessment and the criteria in detail. This will be your opportunity to ask questions and to get a feel of what is required.

During seminars you will have the opportunity to work on certain aspects of your assessment to gain feedback and guidance. In week eleven the seminar is given over to feedback on draft work.

Also, the lecturer will be available during office hours to give feedback on draft work.

The library can offer support in finding research resources.