Digital marketing: 3000 words report

Description

Main Objective of the assessment

This coursework is designed to help student develop abilities to link theory with practice so that gaining in-depth knowledge of key marketing principles in the digital environment and a complete understanding of how to systematically develop an integrated digital marketing strategy in real business contexts. Students will have opportunities to apply tools and techniques obtained during the lectures to the real business case in order to identify marketing opportunities and challenges businesses face in the online marketplace and critically evaluate the communication effectiveness of a broad range of digital media channels in meeting specific business and marketing objectives. Such strategic thinking and practical competencies are of core skills in pursuing the contemporary marketing career

Description of the Assessment

1. Task, You have been approached by a company founded after September 2021 to act as their marketing consultant. Do your research and choose a newly founded company operating in the business of hospitality such as food (production, retailing, café-restaurant, or delivery) or tourism companies. The company choice should be reflected upon in each part of the coursework.

2. Create and outline a new digital offering targeting a certain generation of consumers and write a 3000-word report that outlines the target segment, the new digital offering, the digital value chain it will be offered through, and a digital communication plan to communicate the new digital offering. The report should be divided into the following sections:

The report MUST address the following parts:

Part 1 – Introduction: A brief introduction of the company/industry background.

Part 2 – Customer Segment: You need to profile the target customer segment in detail. You can choose to target ONLY ONE of the generations: Gen X, Gen Y, Gen Z or Gen Alpha. After general information, please narrow it down with relevance to the domain of your new digital offering in detail.

Part 3 – The Digital Product/Service: The digital offering you are proposing can be a new digital product/ digital service/ digital experience / or digital application. This offering should be brand-new to the market. If there are similar offerings in this market or others, you have to discuss your differences, advantages, and disadvantages compared to these similar offerings to make sure yours is unique. Be concrete and provide details so that the reader can visualize exactly what you are creating. Mention the marketing framework of your offering from a product angle here.

Part 4 – The Digital Channel Describe the place or channel of the new digital offering. At least 2 digital channel members should be explained in-depth by reasoning. Mention the marketing framework of your offering from a place angle here.

Part 5 – The Digital Communication Campaign: This part is concerned with offering at least 2 digital communication campaigns for the new digital offering, a social media account and an SEM campaign. Give concrete details and rationalize your choices. Be concrete and provide details so that the reader can visualize exactly what you are creating. You should have a simple budget allocation and annual scheduling as well. Mention the marketing framework of your offering from a marketing communications angle here. Include the content of the communication you intend to send to potential customers.

Part 6 – The SEO Plan: This section provides the detailed plan for your search engine optimization for your website and pages, You will have to link these sections to produce a meaningful report and ensure that your analysis and recommendations are communicated effectively and clearly. Ensure that each part builds on the previous part, meaning that the generation should be mentioned in all parts, the product should be mentioned in the remaining parts etc…

The report should be written as if it were to be presented to the Board. It must therefore be convincing, comprehensive, practical and sustainable. You will need to provide at least 1 figure/visual you have created in each part of the coursework.

It should fully utilise teaching given in class and contain relevant theory, models and literature found in course materials. You will need to use at least 8 academic journal articles to provide support to your analysis, as well as high-quality market research reports (e.g., Mintel, Statista). Make sure you correctly cite the sources in the main body of your report and provide a list of references at the end of the report. Pay attention to the references’ formatting/style in- text as well as the end of the report and follow the Harvard referencing style.

Marks Allocation

1.

Introduction (Part 1): 10%

2.

Customer Segment (Part 2): 20%

3.

The Digital Product/Service (Part 3): 15%

4.

The Digital Channel (Part 4): 15%

5.

The Digital Communication Campaign (Part 5): 20%

6.

The SEO Plan (Part 6): 10%

7.

Overall presentation and structure: 10%