Assume the role of a marketing manager of a company of your choice, you are to propose digital marketing campaign to achieve their business goals. Your report should present the following sections: • Executive summary : It highlights the rationale of your campaign;, your vision; what results you aim to achieve; and quick understanding of your creative idea, execution, and forecasted results for readers. • Situational analysis; It covers companies’ market situation and competitive land scape in digital marketing element. This section should cover identifying business goals, digital smart objectives for your company, and proposed digital campaign
UPES Solved Assignments
UPES Semester 1 Solved Assignments for MBA/BBA
Marketing Management
Assignment 2
Assume the role of a marketing
manager of a company of your choice, you are to propose digital marketing
campaign to achieve their business goals. Your report should present the
following sections:
·
Executive
summary : It highlights the rationale of your campaign;, your vision;
what results you aim to achieve; and quick understanding of your creative idea,
execution, and forecasted results for readers.
·
Situational
analysis; It covers companies’ market situation and competitive land scape
in digital marketing element. This section should cover identifying business
goals, digital smart objectives for your company, and proposed digital
campaign.
·
Digital marketing
strategy; It includes identify and define target audience; campaign idea; and
creative strategy with a focus on customer attraction and retention strategy,
supported by academic underpinning.
·
Digital
marketing plan; include Digital marketing plan - It includes media planning and
spend to achieve overall strategy. This section include recommended
measurements key performance indicators and distribution of budget over the
period of the campaign or by channels to achieve maximum return on investment.
The plan needs to be realistic and reflects company's strategy and
capabilities.
·
Literature
Integration ; This section should cover specific elements, topics, and analysis
covered in the units, learning material, and reference material.
The
report should have the following Table of Content:
1.
Executive
summary
2.
Introduction
3.
Situational
analysis
a.
PESTEL
analysis
b.
Competitors
Analysis
c.
SWOT
analysis
d.
Business goals
and smart objectives
4.
Strategy
a.
Why?
b.
Online value
proposition
5.
Campaign objectives
and focus
a.
Objectives
b.
Target
segment
c.
Pen
portrait
d.
User
personals
e.
Social media
evaluation
f.
E-Marketing mix
(4 P's)
g.
Implementation
h.
Project
plan
i.
Campaign
budget
j. Performance index
6.
Conclusion
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