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Select a strategic company and conduct an audit/analysis of an existing company’s digital marketing strategy and develop a digital marketing plan via SOSTAC model.
‘MRK522 Project Details’ Digital Marketing Project
Students need to select a strategic company and conduct an audit/analysis of an existing company’s digital marketing strategy and develop a digital marketing plan via SOSTAC model.
The history and products/product groups/brands are expected to be introduced thoroughly.
Here is an outline to assess the digital strategy employed by the company you choose:
Situation Analysis: What product/service does this business offer? What is the target market?
Identify marketing objectives: What does this business hope to accomplish using digital marketing?
Gather insights into the target audience: Use of digital platforms, social media channels, key segments
Identify and analyze the key digital marketing platforms they are using: Are they integrated?
What is the Content marketing strategy that is used?
Identify the unique customer experience present in this company’s digital and social channels
Metrics: How do you think they measure success
Provide recommendations for how this business can best meet its marketing objectives.
The recommendations should address the gaps you identified.
Provide some new digital marketing ideas.
What are key performance indicators for your measurement against your strategic goals?
Remember: think like a Digital Marketing consultants Where to look/what to look for:
Company website, social media, mobile app, search, YouTube channels, etc.
Visible engagement metrics may include: # of tweets/retweets, visitors, are social share buttons present/visible, number of followers, likes, presence of a YouTube channel, are they gathering feedback from followers, etc.
Electronic version of the written project (Microsoft Word, 10-15 pages, 1.5 spaced, 12-point font, Times New Roman) needs to be submitted on the UZEBIM page of the course.