Marketing plan
In this assessment, you are required to do the following tasks:
- Choose an established brand with an online presence.
- Using relevant models, literature, and available data, write a digital marketing plan based upon an adapted SOSTAC Digital Marketing Planning Template for your selected brand by completing the following tasks:
- Executive summary (10% weight; suggested word count 300 words)
Summarise and reflect on the plan. - Situation analysis (20% weight; suggested word count 600 words)
(a) Undertake a critical SWOT analysis of the chosen brand’s digital efforts.
(b) Describe and analyse the brand’s online target audience. - Objectives (20% weight; suggested word count 600 words)
Set and discuss communication outcomes and objectives and link them to appropriate marketing and communications platforms. - Strategy (20% weight; suggested word count 600 words)
Conceptualise a brand experience strategy for digital marketing campaigns. Set and discuss how the previously set communication outcomes and objectives are to be reached within the brand experience strategy. The concept shall include campaigns for all 4 realms/5 SEMs and various communication channels, e.g. advertising, social media, email, website, etc. - Tactics (20% weight; suggested word count 600 words)
Conceptualise marketing and communications tactics to be applied within the previously set brand experience strategies. All defined objectives shall be attributed to a dedicated tactic as well as the applied strategy. - Controls (monitor and measure) (10% weight; suggested word count 300 words)
Evaluate how to monitor and measure the undertaken campaigns, and what KPIs or metrics to monitor and measure within the campaigns.
