This is a team assessment. You will form into self-selected teams by Week Three of the trimester. Each team (consisting between 3 – 4 students) will prepare an integrated digital marketing (IDM) plan and present it as a written report as well as an oral presentation.
The purpose of this assessment is to formulate a digital marketing strategy for an existing organisation/ business. You are to compare the companies on which each team member conducted the Digital Strategy and Marketing Audit. You are to review each of the organisations’ digital marketing problems (using the findings from the Digital Strategy and Marketing Audit in Assessment #1). Choose ONE of the companies to develop the Integrated Digital Marketing (IDM) Plan and attempt to solve the problems through the better use of digital marketing knowledge you learn from this class.
Your key objective is to integrate your subject knowledge – including the set of digital marketing models, strategies, tactics, and values – to generate a thoughtful and successful IDM plan. Your plan must attempt to raise awareness and generate interest in your client’s product/service, and you may structure the plan to target any segment, geographic focus, etc. using a variety of digital media strategies. Importantly, however, you must include tools to monitor your campaign and to measure its digital impact (e.g., YouTube likes, Facebook comments, Twitter retweets, blog mentions, and so on). The solutions provided should show creativity while being feasible.
Be as precise as you can about the type of information sources used in your project, the data generated from these sources, the analytical tools used to extract marketing “insights” from the data, the transformation of the insights into strategic elements, and the expected business outcomes from an execution of the integrated (traditional + digital) marketing strategy.
Integrated Digital Marketing Plan
I. Executive Summary (1 page)
Summarise your digital marketing plan with an emphasis on how digital marketing “assets” are to be deployed to address the marketing challenge, any associated new marketing opportunities that are related to the challenge, and expected business outcomes.
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II. Introduction (approximately 3 pages)
a. Briefly describe the current business mission, strategy and operations of your client, the industry in which the company operates, industry trends, major competitors, client strengths and weaknesses in relation to major competitors, macro environmental threats and opportunities and current digital presence.
b. Describe the marketing strategy of the client in terms of current product/service offerings, the target markets to which these are directed, customer segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to customer segments.
III. Integrated (traditional + digital) Marketing Strategy (approximately 2 pages)
Based on (IIa) and (IIb) above, identify the primary marketing challenge (justified by the Audit from Assessment #1) being faced by the client and any gut-level (a.k.a. “managerial judgment”) recommendations you may have about how the marketing challenge could be addressed.
Summarise your justification for changing your client’s marketing strategy to achieve digital integration by re-targeting marketing efforts, re-defining customer segments, re-positioning product/service offerings, and/or changing value propositions. Identify specific changes being proposed in product, price, channel, and promotion strategies through digital transformation.
IV. Digital Marketing Plan (approximately 8 pages)
Describe your proposed digital marketing plan in detail. For each item or activity listed, discuss how it will help achieve the client’s marketing strategy, address the marketing challenge you’ve identified, and capitalise on any new marketing opportunities that are related to the challenge.
Recommend a menu of digital “assets” (i.e., tools) to use in developing your digital marketing plan as listed below. Bear in mind that not all these items may apply to the marketing challenge you seek to address and/or be useful for achieving digital integration. Use your judgment in selecting the digital assets to use, including making selections from items covered in the course as well as those you highlighted in Assessment #2. These can include:
Search ad campaign
Social media marketing
V. Conclusion and Final Recommendations (1 page)
Use this section to summarise the highlights of your digital marketing plan.
VI. Appendices (no page limit)
Include here references, figures and tables, and citations to all other supporting materials. Please number these materials so that you can reference them at the appropriate location in your report.