Learning Outcomes

4. Research and assess opportunities for the application of digital marketing and communications practices within specific markets

5. Create detailed, actionable e-marketing plans

6. Identify the information, systems and process requirements for successful integrated, customer-focused e-marketing management

7. Apply quantitative techniques to analyse marketing data

Identification of group and individual components:
The assignment is to be completed individually by each student.

DETAILS OF ASSIGNMENT
Assignment task
For the purposes of this assignment outline and detail an online marketing plan for an organisation based on the scenario below.
Based on your analysis of the scenario you will need to do the following:

• Clearly define the marketing environment for the organisation.
• Using an environmental framework Identify in depth areas of opportunity and weakness and use these to formulate the objectives of your marketing plan. You must use only two of the following frameworks: Porters, SWOT, PEST
• Detail your strategy and how you intend to implement it. You will need to consider the following:
  o The niche and target market strategy
  o The positioning and differentiation strategy
  o The domain name
  o SEO strategy with detailed costs, and the amounts of clicks that you can buy on a monthly forecast.
• You will be expected to implement your ideas and therefore you will be required to develop a fully functioning website prototype which includes as a minimum 5 pages. You will need to include a wire frame and a navigational outline to show that the necessary information and planning process has taken place.
• As part of this implementation detail your social media strategy, this will need to include an email newsletter.
• Identify your measurement strategy, what are the key metrics you will use to help you identify your success rate in meeting your objectives. You will need to develop a measurement strategy based on defined online metrics and analytical criteria.
• Reflect on the information and process developments. Carefully consider, style, layout and appropriate e-marketing activities that were integral during the implementation phase.

Reflect on the decisions you have made and the ideas you propose and give full justification.

This is an individual written assignment. 3000 words maximum.