Using the same company that you were assigned with in the first assessment, individually, you are required to prepare an Integrated Digital Marketing (IDM) plan and present it as report. Please note that If you focus on any other company than the one your workshop facilitator provides at the beginning of this subject, your submission will receive a grade of zero. Assessment Description.
In this assessment, students will be given the opportunity to create strategies on how to overcome risks in digital marketing and communication. There will also be an opportunity to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies. In addition, students will be given an opportunity to compare e-marketing with traditional and blended methods to identify future opportunities for business growth.
Concisely describe your company’s current business mission, strategy and operations, the industry in which the company operates, industry trends, major competitions, client strengths and weaknesses in relation to major competitors, macro-environmental threats and opportunities, and current digital presence.
Describe the company’s marketing strategy in terms of current product/service offerings, the target markets to which these are directed, customers segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to its customer segments.
Integrated (traditional + digital) Marketing Strategy
Based on 1a and 1b points above, identify the primary marketing challenged (justified by the audit from the first assessment) being faced by the company and any recommendations you may have about how these could be addressed.
Summarise your justification for changing your company’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.
Digital Marketing Plan
Describe your proposed digital marketing plan in detail. Then, for each item or activity listed, discuss how it will help the company achieve the recommended marketing strategy, address the marketing challenges you’ve identified, and capitalise on any new digital marketing opportunities related to these challenges.
In describing the digital assets/platforms, e.g., tools, you believe the company should implement in their strategy, please bear in mind that not all digital platforms discussed across the trimester need to be implemented. Therefore, only use the ones you believe are directly related to the company and the ones you see as the best tools to help the company to achieve its objectives and digital integration. Use your judgement in selecting the digital platforms and include making selections from items covered in the subject, including but not limited to:
Social Media Marketing