‘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?