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You will use as the basis for this assessment the Unicorn Case Study unicomp presented in class by Orwin Slade, CEO, Unicom. You will develop a strategic e-marketing plan for the next three years for your company.
Your e-marketing plan will:- develop a Digital Marketing Plan for the company- analyse all relevant aspects of the business, as well as micro and macro environments.- identify the target markets and brand positioning.- include relevant and appropriate Digital marketing strategies and metrics.- include a very brief explanation of the theories and tools used.
Learning Outcomes Assessed:- Demonstrate an understanding and knowledge of interactive and online marketing concepts, models, tools and techniques- Examine the importance of using the internet for relationship marketing and building community, and apply the concept of e-CRM for customer retention- Critically evaluate and apply best practices of Digital marketing- Critically evaluate existing online and interactive marketing strategies using different models.
Possible Marks Assessment Criteria Understanding of e-marketing concepts and tools 10% Correct use of theories and tools 20% 10% Research skills to find information needed 0% 10% Analysis of information 4 Critical evaluation of site 5% Report structure 5% Referencing, spelling, grammar
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