Imagine yourself as the newly appointed Digital Marketing Manager of a real or imaginary company/organisation that feels it’s not great on this ‘new digital marketing stuff’ – hence your appointment! Your task: Produce an outline Digital Marketing Plan in the format below geared to ‘better marketing’ a new or relatively new flagship product or service – and brand.
Your report will start by explaining the company/organisation background (e.g. age, size, number of employees…), highlighting the industry in which it operates, its target market, its product or service, how and where it operates, and perhaps, its vision and mission.
(5% of marks)
2) Digital Strategy:
The Marketing Director has asked you and your team to develop a digital strategy for your flagship product/service based on 3 models: Ansoff’s Growth Matrix, ‘STP’, and the Balanced Scorecard (BSc). You need to describe and explain your proposed digital marketing strategy (using the above models), as well as how you propose to monitor and measure your marketing performance.
(40% of marks)
Ansoff (5%), Segmentation, Targeting & Positioning (15%), and Balanced Scorecard (20%)
3) Digital Marketing Communications Campaign:
Develop the digital/online MarComms. aspects of your IMC (Integrated Marketing Communications) campaign for your product/service/brand, clearly specifying your target audience (customers/consumers) and appropriate KPIs. You should also include your campaign’s objectives, campaign development, initiatives, activities, and metrics.
(40% of marks)
4) Impact assessment:
Identify key internal and external stakeholders and the impact your strategy is expected to have on them, for example, how might your strategy affect different functions in your company/organisation, and what preparations these other departments/functions/teams (sales, customer service, IT, operations, logistics, etc.) will need to make. Link explicitly to/with your strategy.
(5% of marks).
Explain how you intend to monitor and measure both strategic and tactical marketing performance, and why this is important.