Reference no: EM133567850 , Length: word count:600
Digital Marketing Strategies
The aim of the combined assessments in this unit is to identify a digital-focused marketing opportunity for an organisation, and by extension, develop sound digital marketing strategies and tactics for your case firm.
You can select any organisation of your choice. It is strongly recommended that you use the same organisation across all three of the assessments in the unit, so it is best to read the brief for Assessments 2 and 3 before selecting an organisation.
Furthermore, in making a choice you should bear in mind:
- you will be assessed on your ability to apply concepts from this unit
- you need to be able to obtain sufficient current information to provide a comprehensive evaluation of their current marketing strategy.
For this assignment, you are required to outline and discuss a key digital marketing problem or issue for your case organisation. Common digital marketing problems include:
- a clear absence of a meaningful digital presence
- picking the right digital tactics to meet a specific marketing objective
- selecting and implementing the right digital marketing (martech) tools
- effectively understanding your competition's digital marketing strategy
- providing advice to a non-marketing executive manager about the key benefits of digital when viewed against other traditional marketing channels
- no clear understanding within the firm of ‘who is responsible for digital'
- deciding which digital strategies warrant investment, and which should not be pursued
- understanding how social media platforms can be best utilised in a business context.
If you choose a large organisation, you may then want to do this in relation to a specific product line or particular service. If you have chosen a smaller organisation, you may prefer to focus on their overall offering.
Learning outcomes
This assessment task is aligned to the following learning outcomes:
• Demonstrate creativity and innovation in the application of digital marketing strategies.
Course learning outcomes
• Demonstrate critical thinking and independent judgement, and the ability to reflect on self and others in a complex business environment.
Assessment instruction
Using the concepts from Weeks 1 and 2, you need to address the following:
1. Introduce the business, its mission statement and product(s)/services.
2. Present a SWOT analysis - as a summary of your basic situational analysis. Three or four points should be included in each quadrant (i.e., three or four strengths; three or four weaknesses, etc.). See Section 1.5 (Goal setting and situation analysis) in the Week 1 content for further advice on completing a SWOT analysis.
3. Based on your initial SWOT analysis, identify the key digital marketing problem you wish to explore in Assessments 2 and 3.
The content you submit for your first assessment should be viewed as a planning exercise, as a starting point.
It is likely that you will change or adapt the key problem you develop here as you progress through the latter topics in this unit and continue to work on this project through the remaining assessments.