Posted: April 6th, 2015

Marketing Communication in Digital World

Marketing Communication in Digital World

Develop a Strategic Marketing Plan for an online / digital problem being faced by an existing organization, a specific product / service or a brand of your choice.
All the stages of the Strategic Marketing Plan should be covered and existing secondary data from the internet or annual reports can be used to assist the context analysis of the problem. Primary research is not critical to this assignment but if you feel it will add to your plan then you can integrate primary research into the assignment. You can select any strategic problem of your choice. The brief is deliberately broad to encourage creativity but realism is essential.

Assignment Structure:
1-    Introduction:
–    About the organization (pls choose a suitable organization)
–    Challenges it’s facing
–    Goals of the assignment (to solve the problem)
2-    Analysis: Must be in tables/diagrams/bullet points
–    PESTEL
–    Market Analysis
–    Internal Analysis
–    Competitor Analysis
–    SWOT
3-    Objectives:
–    Mention the top 3-4 gaps and then mention your broad objectives, then you re-vist the objectives during the assignment and you fine tune as needed.
4-    Come up with your strategy:
–    Matrix
–    STPB(Segmentation, Targeting, Positioning, Branding)
–    ETC…
5-    Actions: You need to:
–    Review a website ——- use 7Cs
–    Review social media
–    Campaign theme
–    Your story
–    E-CRM
–    IMC : Integrated Marketing Communication Plan
6-    Timeline + budgeting : Monitoring +Control
7-    Conclusion: Must conclude recommending Digital Marketing Communication
8-    Suggestion: Improve and existing website of a company to make it more integrated in communication

General Instructions:
–    Number of words 4200
–    References 15 – 20
–    Make sure it’s an integrated communication plan NOT a Marketing plan
–    The marketing plan must be in tables, diagrams and built points. Avoid paragraphs except for justification
–    Listen to your audience
–    Refer to the online and offline integration of the customer interface