Paper details:
Element 1: Digital Marketing Plan (75%)
Word count: 4,000 words
Design a digital marketing plan for your chosen organisation following the SOSTAC model:
1. Situation Analysis (Max. 2,000 words)
An overview of the key external and internal environmental factors relevant to digital marketing and your
chosen organisation should be presented here.
Macro-environment: External analysis
Micro-environment: Customer analysis
Competitor analysis vs client
SWOT/TOWS analysis
Draw conclusions which will support recommendations to set objectives.
Individual formative feedback will be provided via on r to students who submit their draft Situation
Analysis . In addition, the module team will provide an overview of the main points arising from this exercise
in the first drop-in session to all students.
2. Objectives
Include 2-3 digital marketing objectives.
Your objectives should be SMART and provide the direction for the digital plan.
You should link your business objectives to your digital marketing objectives.
3. Strategy
Recommendation of the appropriate strategy to achieve objectives following STP (Segmentation-Targeting-
Positioning) framework:
Segmentation: Consider the segments the product is aimed at (identify buyer personas)
Targeting: The selection of the target public (develop a buyer persona profile)
Positioning: Identify whether the product is clearly differentiated from its competitors and design the OVP
(online value proposition).
4. Tactics
The recommendation and justification of coordinated tactics which are adequate to approach the targeted
audience and to achieve the set objectives.
Three of these tactics will be further developed in terms of content in element 2.
5. Action Plan
A 6-month plan detailing when the tactics will be implemented and a realistic budget outlining how much
they will cost.
6. Control and Measurement
A set of recommended metrics/ measures so that the performance of the plan can be assessed and the tools
used (if any) to monitor the KPIs (e.g., Google Analytics, Facebook Insights).
Element 2: Developing Digital Content (25%)
Word count: 1,000 words (+/-10%)
In your role as Digital Marketing Consultant, you have been asked to develop no more than THREE pieces of
digital marketing content linked to the tactics recommended in your Digital Marketing Plan.
Part A -Content
You are required to design and create three different pieces of relevant digital marketing content, using any
digital platform recommended in the digital marketing plan for Element 1. These pieces of content should be
created in situ where possible and then captured using a screengrab tool, such as Microsoft’s Snipping Tool or
Apple’s Grab. An explanation of each piece of content must be provided and does not count towards the word
count. Number of screen shots: nine maximum.
Part B – Briefing Paper
Following the development of the content, you have been asked to produce a briefing paper for the Digital
Marketing Consultancy you are working for. This needs to explain and justify how and why the digital
platform and subsequent content was chosen and how it links to the relevant stage of the online customer
journey.
Report structure
Both elements of the assignment need to be presented in one single document which will include the
following sections:
Title page
Table of contents
Executive Summary
1. Digital Marketing Plan
1.1. Situation analysis
1.2. Objectives
1.3. Strategy
1.4. Tactics
1.5. Action plan
1.6. Control and measurement
2. Developing Digital Content
2.1. Content
2.2. Briefing paper
Bibliography
Appendices
