Reference no: EM132229217
Tourism/Hospitality Digital Marketing Plan
Task Length:
Task-3A: Digital Marketing Strategies Digital Poster Showcase (10 minutes).
Task-3B: Digital Marketing Plan (Report Format): 2000 - 2500 Words
Task 3 A: Digital Marketing Strategies Digital Poster Showcase
In weeks 10-12, students, working in group of three or four, are required to showcase their Digital Marketing Strategies Digital Poster for 10 minutes during class presentation for their chosen Tourism/Hospitality Business Digital Marketing Plan.
Each student in the group should participate in the showcasing of the Digital Poster on their Digital Marketing Strategies (Revenue Model Strategy; Target Market Strategy; Position Strategy; Social Media Strategy and Digital marketing Mix (7P's)
Groups are advised to consult their lecturer/tutor before screening their Digital Poster. Groups are also required to provide a hard copy of their Digital Poster to their Lecturer/tutor (prior to Showcasing the Poster).
Task 3 B: Digital Marketing Plan Group Report Requirements
This is a Group Assignment, students required to form into a Team of three to four students. Teams are required to use a Tourism or Hospitality enterprise that has just started or one you start as the basis for this assessment. Your team will develop a Digital marketing plan for the next three years for your Hospitality/Tourism company.
Your Digital Marketing Plan should include:
Executive Summary
Opportunity
– Digital contribution review using analytics customized to the business - What is digital marketing contributing now?
– Current digital marketing capabilities - How will we improve our governance of digital marketing?
– Digital or Multichannel SWOT - What are the key issues we need to manage?
– Defined SMART Goals, Objectives and KPIs - What will digital marketing contribute in the next planning period.
Strategy
– Vision for digital channels - What will digital marketing contribute in the long-term.
– Segmentation and Targeting - What existing and new targeting approaches will we use to boost acquisition and retention?
– Value Proposition - How can we improve value delivered by our brand(s)?
– Budget for investment - What budget is needed to implement strategic digital initiatives?
Action
– Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics.
– Measurement and testing - What optimizations are planned to improve efficiency and effectiveness?
Content:
– Introduction
– Situational Analysis
– Internal Environment (Resources & Capabilities)
– External Environment/Micro Analysis- (Suppliers, Customers, Competitors & Intermediaries/Re-sellers)
– External Environment/Micro Analysis- (PEST)
– SWOT Analaysis
– Digital Marketing Strategies
I. Revenue Model Strategy
II. Target Market Strategy
III. Position Strategy
IV. Social Media Strategy
V. Digital marketing Mix (7P's)
– Digital Metrics Evaluation (E-servqual/Webservqual)
Conclusion & Recommendations
– Summarise the main findings of the Digital Marketing Plan and identifies any implications or recommendations arising from the discussion;
The report analysis should be based on research evidence rather than personal opinion. You should use relevant material from the weekly topics as well as other resources including a minimum of eight (8) academic journal articles, texts and company/business sources to support your ideas.
– Any relevant Appendices (e.g. charts, graphs, maps).
When a group of students is presenting either orally or a written submission, all students should share the workload. Students should notify the subject coordinator or tutor as soon as possible of any team problems, such as interpersonal conflict, imbalance of contribution, communication difficulties, or withdrawal of a team member. It is desirable that these matters be resolved within the group. However, where this is not possible the subject coordinator will decide on a resolution, which may include allocation of marks individually based on individual contributions to the final report.
Attachment:- Assessment - Strategic Digital Marketing Plan.rar