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Assignment Briefs 12-08-2022

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:

  1. Situation Analysis: What product/service does this business offer? What is the target market?
  2. Identify marketing objectives: What does this business hope to accomplish using digital marketing?
  3. Gather insights into the target audience: Use of digital platforms, social media channels, key segments
  4. Identify and analyze the key digital marketing platforms they are using: Are they integrated?
  5. What is the Content marketing strategy that is used?
  6. Identify the unique customer experience present in this company’s digital and social channels
  7. Metrics: How do you think they measure success
  8. 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.

Deliverables:

  • 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.
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