Reference no: EM133721947
Case Study Analysis
Digital Business
• In groups of 4 students, your task is to develop a comprehensive digital marketing plan for the assigned organisation and issues (see Client Brief below), which includes many sub-components that you would have developed in the weekly learning activities.
• The digital marketing plan will need to include the following sections:
1. Brief description of the Client
2. Brief description of the Product and Market
3. Two or more marketing objectives & goals
4. Detailed description of the Customer Persona
5. Detailed description of the Customer Journey (Map)
6. Detailed description of the acquisition (marketing) funnel and associated targets
7. Detailed description of the competitive review
8. Detailed description of the content plan (Map)
9. Detailed description of the Social Media Plan
10. Detailed description of the Search Engine Marketing Plan
11. Brief description of the marketing budget and expected performance
• Since this is a substantial undertaking, it will be broken up into two Parts. Part 1 is due first on the 31s1 of May 2024 and are the sections in bold (#1-5). This will give you an opportunity to receive formative feedback from the tutors on the quality and scope of your submission. Part 2 is due on the 5th of July 2024 and will include a revised Part 1 and the other sections (#6-11) in one single document.
• Part 1 is worth 20% of the total mark, while Part 2 is worth 30% of the total mark.
• Please be mindful that this is a hypothetical Client and any real organisations with a similar name or brand should not be contacted. Direct any questions about the Client Brief to your Tutor in the first instance.
• For Part 1, the minimum number of words is 1,000 words and maximum is 2,000 words, typed single line spacing, 12 point type. Do not include a cover page but put the full name and student number for all group members in the footer of the document. Submit online via the link on the unit website
• For Part 2, the minimum number of words is 3,000 words and maximum of 5,000 words, typed single line spacing, 12 point type. Please include an improved version of Part 1 (from tutor's feedback) in the final submission (i.e. do not separate the two parts), Do not include a cover page but put the full name and student number for all group members in the footer of the document. Submit online via the link on the unit website
The Client Brief: College of Business, Murdoch University CLIENT ORGANISATION
TARGET MARKET: Domestic market including internationals already residing in Perth. There will be sub-segments within this target market, but the choice of sub-segment is yours.
BACKGROUND: The primary communications objective is to increase the number of inbound leads (i.e. applications to the course) attributable to marketing efforts. There may be other ancillary communications objectives, but the priority is leads. Your focus remains the Digital Marketing Plan and how the College of Business will need to achieve its marketing objectives through this Plan.
EXPECTATIONS: The Client expects a comprehensive digital marketing plan, which contains several important sections of varying length and detail. You will work with your tutor who will be your dedicated consultant over the span of eight weeks who will use the workshop learning activities to guide you on the development of each section. It is critical that you prepare and participate well in these sessions as the final assignment will be a result of consistent effort over eight weeks.