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Digital marketing plan

This assessment relates to the following subject learning outcomes: Examine digital marketing theory, measures and practice to create digital marketing strategies and tactics. Critically analyse various metrics, innovative approaches, techniques and ethical perspectives to design a digital marketing strategy. Communicate digital marketing strategies, tactics and measure to others clearly, persuasively and credibly. Background The digital marketing strategy and plan is a written document that articulates the steps required to achieve your chosen company’s objectives. Your digital marketing strategy and plan should be informed by the digital marketing audit and the resulting recommendations that you completed in Assessment 1. You should draw on the feedback that you received for your Assessment 1 digital marketing audit to assist you with insights into thinking, designing, integrating and planning for your digital marketing strategy and plan. Requirements In this assessment, you need to develop a digital marketing strategy and plan based on (but not limited by) your analysis and recommendations in Assessment 1. Task 1: Develop a “Digital Marketing Strategy and Plan Report” using the Digital marketing plan template. To develop your Digital Marketing Strategy and Plan Report, please follow the following steps: Step 1: Select, outline and justify your digital marketing strategy using either the Social Media framework, Acquisition, Conversion, Retention framework or McKinsey Consumer Decision Journey. Step 2: Based on your digital marketing strategy, develop SMART (specific, measurable, achievable, realistic and timed) digital marketing objectives for your company. Step 3: Build a (one only) customer persona for your company that includes demographic, psychographic and webographic evidence. Step 4: Choose one of the three digital marketing tools from Modules 3-5 (i.e. Digital Communities, Mobile Marketing or XR), for your customer persona. Justify your selection and outline tactics to reach your objectives. You can integrate tools from all other categories (including the General toolbox). However, you are required to pick one tool from Modules 3-5 (i.e. Digital Communities, Mobile Marketing or XR). Finally, provide a brief discussion (~250 words) on the following additional considerations: How you will measure success for the organisation as a result of implementing your digital marketing strategy and plan. How you think digital transformation (e.g. AI and machine learning) will impact your organisation in the context of digital marketing over the next three to five years. What ethical considerations you will need to take into account as a result of AI and machine learning. Task 2: Develop a Plan on a Page using the “Digital Marketing Strategy and Plan Canvas”. This will be an attachment to your Digital Marketing Strategy and Plan Report and will not be included in your word count. While these are two separate tasks, they should be done together and in unison, as they inform each other. Format The required word limit for this report is 2800 words (plus a 10% allowance) excluding the appendices, reference list; the contents page and the title page. In terms of structure, presentation and style: use the AIB-preferred Microsoft Word settings (see AIB Style Guide) use author-date style referencing (which includes in-text citations and a reference list) (see AIB Style Guide) use the Digital marketing plan template (available in the online subject). You are required to use at least six (6) academic references for this report. All references must be from credible sources such as books, industry-related journals, company documents and recent academic articles. Your grade will be adversely affected if your assignment contains no/poor citations and/or reference list and if your assignment word length is beyond the allowed tolerance level (see Assessment Policy available on AIB website).