ASSIGNMENT

Digital Strategic Plan

Using the digital skills you have learned you will be asked to create a digital business plan for a live case study for the company Tractive – GPS Tracker for Cats and Dogs(https://tractive.com/).You need to form a digital business plan with recommended strategy, tactics and measurement plan.

You need to follow the SOSTAC framework in presenting your plan (2500 words):

1. Conduct a situational analysis including an E-marketplace SWOT. Summarise your main findings from situational analysis including key points on market trends(Mintel, Euromonitor, etc), competitors and target audience insight. Include two personas that reflect your target audience. (700 words)

2. Outline in brief 3 main company objectives according to the SMART framework(3 objectives – 100 words each)

3. Based on your situational analysis and objectives, recommend appropriate digital tactics such as social media, SEO, Partnerships, E-mail marketing, PPC, etc. List 5 appropriate tactics and indicate why you have chosen these tactics. (1,000)

4. Define your creative platform for your digital marketing campaign. Create 2 graphics to support your creative concept (300 words)

5. Describe how you would implement a measurement strategy that would incorporate your recommended changes and would feedback into a continually evolving strategy for the company. (200 words)

6. Write a short piece critically analyzing the Lean canvas model. This critical analysis is like a literature review, you need to go to academic libraries and lookup for 2-3 articles and references these articles using Harvard style referencing. It is not about criticizing the authors; it is about balancing (comparing and contrasting) their opinion about the Lean canvas model. (400 words)

Learning outcomes

Learning outcomes addressed and assessed in this assignment:

• Identify the unique characteristics and complexities of targeting and engaging with online consumers using concepts, theories frameworks, models and channels relating to digital marketing strategies.
• Critically appraise and evaluate current digital business strategy and practice to inform and defend online business decisions, both locally and globally.
• Apply advanced digital marketing skills and relevant Digital marketing channels including SEO, PPC, Social Media, Mobile & Email Marketing and content marketing
• Display critical analysis and self-reflection when using research and problem-solving techniques to solve marketing and digital marketing issues which inform the creation of a successful Ebusiness model.
• Fluently apply analytics and suggest recommendations for the use of appropriate metrics across a variety of digital and integrated marketing activities to maximize ROI.