Digital Marketing Campaign for Electronics Retail Outlet in London

Group Composition

As an entrepreneur with a small electronics retail outlet in Bloomsbury, London, I have benefited from this growing tablet market. However, with the astronomical commercial property rental costs, I cannot afford to expand my online business. I have hired your digital marketing agency to design and implement a digital marketing campaign lasting six weeks and with a budget of around £15,000.

Your task is to use that budget to make as much profit online as possible using a range of digital marketing tools: search engine advertising, email marketing, and landing page development and optimisation.

Email marketing: You get real-world experience in writing email copy that drives conversions, while also learning proper call-to-action key phrases that attract more email signups. Experiment through the simulation using A/B tests.

You will be working in groups of five (5) and you can choose your own team members.

You will also need to name your agency – this will be the first test of your creativity!

How the Simbound game works

Week 6: Before we start the simulation, I will be teaching you the fundamentals of digital marketing in the lecture. Subsequent classes will address Search Engine Marketing (SEM) (including organic and paid for search) and search engine optimisation (SEO), email marketing (including A/B testing) and landing page optimisation.

In the workshop in Week 6, we will enrol and get an overview of the game. Week 7: We get started! We will play 6 rounds overall. In the workshop we will set up and implement  our Round 1 strategy. Round 1 will end the day before your next workshop (allowing you time to work on your strategy outside class) and the system-generated results will be available for you to review in the workshop in Week 8.

Week 8: In the workshop, you will review the analytics from your Round 1 campaign decisions and work  on the strategy and decisions you must take in Round 2. Round 2 will end the day before your next workshop (allowing you time to work on your strategy outside class) and the system-generated results will be available for you to review in the workshop in Week 9.

Week 9: In the workshop, you will review the analytics from Rounds 1 and 2 and work on the strategy and decisions you must take in Round 3. Round 3 will end the day before your next workshop (allowing  Assessment Brief:

you time to work on your strategy outside class) and the system-generated results will be available for you to review in the workshop in Week 10.

Week 10: For week 10’s workshop, you should prepare a 10-minute Progress Report Presentation on your results from Rounds 1-3. The presentation should discuss what has worked so far and your plans for the remaining rounds. The presentation is worth 15% of your AS2 grade: 5% for the quality of the slides and insight; 5% for group dynamics and 5% for individual contribution. All the group members must attend and take part in the presentation.

In the remainder of the workshop you will work on your Round 4 strategies. Round 4 will end on the daybefore your next workshop (allowing you time to work on your strategy outside class) and the systemgenerated results will be available for you to review in the workshop in Week 11.

Week 11: In the workshop you will review the analytics from your Round 1-4 campaign decisions, and work on the strategy and decisions you must take in Round 5. Round 5 will end at 6pm and the results will be available by 8pm.

• what has worked so far,

• what you would change if you had more rounds

This presentation is worth 15% (5% for the quality of the slides and reflection; 5% for group dynamics and 5% for individual contribution) of this assignment.

All the group members must attend and take part in the presentation.

How to complete this overall task

• Your group’s success in the Simbound game will be assessed by system-generated metrics including return on advertising spend (ROAS), cost per acquisition (CPA), Profit and effective use of available budget.

• Two progress reports (group presentations) delivered in Weeks 10 and 12 (10 minutes

group presentation in each)

• A 2,500-word individual report on a digital marketing element covered in the game. Your report should be one of the following topics:

o Search engine marketing

o Social media marketing

o The use of analytics in digital marketing

o Email marketing, including A/B marketing

o Other relevant tpics can be studied in agreement with your tuto