Students will craft a digital marketing strategy for a business of their choice. This will include three optional scenarios:
a) work with an existing business
b) choose an existing business and work in hypothetical terms
c) choose a unique business concept which does not yet exist
Students will liaise their business of choice with module lecturer.
To craft a digital marketing strategy, students will utilise a strategic framework (SOSTAC): this will include the implementation of the six core steps in the strategic process and the creation of appropriate outputs at each stage of the process.
Students will first outline the business objectives and appropriate KPIs to be achieved via digital marketing strategy, as well as, put together a detailed digital audit which outlines the competitive digital media landscape of the chosen industry. This will be followed by the development and creation of well-researched customer personas, which will represent the target segment.
The key of this project includes a digital tactical plan where students will use a variety of digital marketing tools such as google ads, SEO, social media (Facebook, Instagram, LinkedIn), content marketing etc. and build their experience in using these in a marketing related scenario. Furthermore, students will get hands-on experience in writing ad copy, persuasive headlines and descriptions and the use of visual aids (pictures, videos etc.) to inform, educate, delight and inspire consumers.
In addition, students will develop their understanding of how to maximize the opportunity in achieving the appropriate fit between consumer, business objective, as well as, the stage of the customer journey on which the customer currently resides in. As a result, this will allow students to develop LO1-LO5 of Implementing Digital Media Module (B81S112).
The presentation form of assessment aims to provide students with an opportunity to display their knowledge to peers, the lecturer and optionally internal moderators. This form of face-to-face presentation (with electronic formats such as Skype conferencing also allowable) gives an opportunity to answer questions on the work, clarifying any areas that need further explanation. The presentation should cover the main themes of the digital media implementation plan.
On completion of this module, learners will be able to: