Digital marketing
Order Description
MK4023 Digital Marketing Assessment 2/3, 2016-2017
An individual report worth 80% of the module’s total marks
Learning Outcomes
This Assessment addresses all the learning outcomes for the module and you will be assessed on your ability to demonstrate the achievement of these outcomes in relation to the marketing plan.
Requirement:
You are asked to prepare a digital-marketing plan use social media(SMM) for a company Kadri Pharmacy Limited. The plan needs to provide:
1. A macro environment analysis including PEST
2. A micro environment analysis and SWOT
3. Clearly defined marketing objectives.
4. Defined target audiences and a positioning strategy
5. A clearly identified Internet value proposition for identified audiences
6. Clearly defined digital marketing mix and relationship management tactics
7. An illustration of how offline and online strategies will be integrated
8. An implementation plan including evaluation and control mechanisms
9. An indication of where revenue/benefits will be achieved and where costs incurred
10. On page optimization-produce a keyword list, for use with site optimization and search engine optimization.
11. Off page optimization-recommend links to and from the clients’ website.
12. Content Scheduling
NB a full cost/benefit analysis or budget is not required
Guidelines:
Your digital marketing plan should:
Be written in a report format and be suitable for use by the organisation
Provide realistic strategies that can be implemented by the organisation
Address all sections outlined above
Not refer to academic theory but source all secondary data if used
Not discuss how to design and build a web site
Be a minimum of a 2,500 and a maximum of 3,500 excluding appendices
Marking Criteria:
Your plan will be assessed on your ability to fulfil the following criteria:
Demonstrate an understanding of the use of the Internet and related digital
technologies in marketing 15%
Clearly identified target market, positioning and strategy 15%
Digital Persona and Digital Journey 10%
Appropriate tactics for client organisation 35%
Clearly identified implementation plan with evaluation and control 15%
Overall presentation and layout 10%
