You will be expected to provide a detailed situation analysis of a client organisation (Dartmoor Tea Estate). Utilising appropriate evaluation techniques and digital marketing concepts and frameworks you must provide an assessment, in report form of their digital marketing effectiveness including:
Analysis of internal and external factors (based on the macro- and micro-environment as well as internal factors).
Identification and assessment of current use of digital channels as compared to key competitors.
Outline of current target audiences and an indication of online behaviour.
Assessment of the organisation’s status regarding consumer privacy and data protection.
Assignment 1 Word Limit: 1500 Words
Assignment 2: Digital Marketing Plan Report (60% of module weighting):
You will be expected to provide a detailed digital marketing plan by utilising a summary of the information collected in Assignment 1. You need to highlight the most important information of your situation analysis and based on your assessment and recommendations, you must develop a digital marketing plan.
Consider the SOSTAC framework when structuring the plan (Chaffey & Smith, 2012/2019):
Situation analysis: Where are we now? Macro-, Micro and internal factors (Summarize information collected in Assignment 1)
Objectives: Where do we want to be? SMART & 5Ss
Strategy: How do we get there? Segmentation, Targeting and Positioning
Tactics: How exactly do we get there? RACE
Actions: Who does what and when? Schedule (Gantt, editorial calendar)
Controls: How do we monitor performance? Measurements, budgets, reporting and management, KPIs
