MC7080 Assessment Coursework CWK 002 Assignment Help
08 Jan 2024
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MC7080 Assessment Coursework CWK 002 Assignment Help
RE-SIT JANUARY 2024
MC7080
Assessment Coursework CWK 002
Assessment 2 - Digital Marketing & Social Media
Project
Individual Report 80% Individual written report (2,500 words) + -
10% (excluding reference, tables, and appendices)
Submission Date: WEDNESDAY, JANUARY 10TH
2024 @ 3:00 P.M.
To be submitted electronically via
Turnitin.
Digital Marketing & social media
Communications Project 80%
Based on your context audit analysis from your group presentation, you are
asked to individually develop an effective and realistic digital and social
media marketing campaign for the
company addressed in assessment 1 . This
may include one of the following creating
brand awareness , site engagement, customer experience, enhancing digital
experience & engagement with the organisation’s digital presence . Your
campaign is aimed at reaching only new customers.
You need to consider the findings of
your audit in assessment 1 to guide the direction you wish to follow in your
plan. The campaign needs to last for 4 months,
from 1st August 2024 to end November 2024.
Please note that you should
develop a digital marketing plan for the same company you chose for your group
presentation.
Based on your logical situation analysis and
organisational gaps and opportunities
identified from your presentation material (assessment 1), you need to
address all stages of digital marketing plan as presented in the table below.
Stages of digital marketing
plan |
Objectives (where
do we want to be?) Clearly explain the
objectives of your digital marketing plan based on key findings of your
context analysis in Assessment 1.
Set SMART
communications and commercial objectives for your digital marketing plan.
Apply two/ three components of the 5Ss framework (E.g. Sell, Speak, Save)
linked to the RACE framework. You need to develop quantifiable objectives.
Use appropriate metrics, KPIs and time scales based on chosen scenario.
|
Strategy (how do we
get there?). Your digital marketing strategy and choice of strategy
components should be appropriately justified and
demonstrated.
Strategy
Components: TOPPP SITE (9 Key Strategic Components) 1.Target markets-
e.g.
new customers, existing customers, lapsed
customers, competitor’s customers. You need to develop a buyer persona for
your chosen target audience. 2.Objectives (it’s
helpful to summarise what objectives the strategy should deliver)-here you
may emphasize on RACE framework. 3. Positioning –
craft online value proposition (OVP). You may apply the 6Cs of
consumer motivation to help define the OVP (6Cs- content, Customisation,
Community and participation, Convenience, Choice, Cost reduction-passing
savings on to customer) 4. Processes-strategy
can involve new processes e.g. marketing automation, Artificial Intelligence
(AI), the Internet of Things (IoT) remarketing, split testing) 5. Partnership
(strategic alliances and marketing marriages can make marketing easy) 6. Sequence (or
stages, e.g. develop credibility before raising visibility) 7. Integration (of
data, web processes and marketing across all communications tools) 8.Tactical tools
(or channels: list the priority tools e.g. PPC, SEO, email or PR, social media,
and content marketing, etc.) 9. Engagement
(there are different levels of visitor engagement- loyalty ladder)
|
Tactics (how
exactly do we get there? - the details of strategy) Select and discuss
relevant digital communications tools or media channels that can be deployed
as part of tactics. First set
quantifiable tactical objectives based on the RACE framework. Your RACE
framework should be linked to at least 2 or 3 Ss (i.e. apply two/ three components
of the 5Ss framework). Then explain
which online communications tools you intend to use for each element of the
RACE framework. Examples of online communications tactical tools include PPC,
affiliates, SEO, content, advertising, PR, , social media, mail, etc.). You
also need to clarify the sequence of events.
|
Actions (the
details of tactics- who does what, when and how) Explain how you
intend to execute the tactics with excellence and passion. e.g.
responsibility for implementation, external /internal skills, and appropriate
budget allocation. Here you may also apply the 3Ms to discuss the key
resources required which include Men and women (human resources), Money
(budgets), and Minutes (timescale).
|
Control (how do you
monitor performance?) Build in a review
process to your plans. Set control systems that let you know whether you are
on target to achieve the objectives you set earlier. To achieve this, prepare
a monitoring and control chart and schedule and budget for regular
monitoring. How do you intend to monitor the performance of your chosen 2 or
3Ss and RACE tactical objectives you set earlier? You can respond to this by
setting Key Performance indicators (KPIs). Explain the
frequency of reporting & type of reporting- who reports to whom and what
happens to the feedback information in the control loop? Explain your
contingency plans and set a budget for it.
|
Reference to digital marketing concepts,
theories and models and their relevance to the points made. |
WARNING
§ Please use the Harvard referencing style to
reference sources, both in-text and reference page, correctly.
§ Guides on the Harvard referencing style can be
found on the University’s library home page.
§ In line with University’s regulations, any
form of plagiarism/collusion and or contract cheating also known as
commissioning work, will have severe consequences.
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Delivery in day(s):
1