evaluate social media marketing strategies  understand and develop a systematic understanding of social media platforms

LEARNING OUTCOMES LO1 evaluate social media marketing strategies  understand and develop a systematic understanding of social media platforms LO3 manage and develop e-services and social networks LO4 integrate online tools in the strategic marketing plan LO5 provide students with a strong knowledge base of the different environments in which digital marketing is applied LO6 encourage the development of skills and abilities to think critically and constructively and lead the analysis of marketing situations LO7 understand the process of planning and strategy development ASSESSMENT CRITERIA Quality of proposed strategy Application of theory Number and quality of sources reviewed Quality of presentation Evaluation of digital presence Quality of competitor audit analysis ASSIGNMENT COURSEWORK: Short description of the project: Develop a digital marketing plan for a brand of your choice. Module Title: E-business & Internet Marketing The Marketing department decided that for the season 2019 the main platform for the new campaign will be the digital media. Moreover, the budget split between offline and online media will be 50%-50%. More specifically the main objectives of the brand’s digital presence are: Establish awareness around the brand and its new products Distinguish from competition Call to action Engage with the audience Steps and Tasks: 1. Position the brand in the world market. (graph) 2. Specify the KFS and USP of the brand compared to the competition. 3. Highlight the strengths and weaknesses of the past campaigns. (include this part to the appendices) 4. Give a brief competitor audit on digital media activities. 5. Unfold your strategy and define your objectives. Explain your concept and how you intend to meet campaign’s objectives. Give the strategic plan and describe the online tools and media you will use. 6. Create an application (the idea), give the concept and describe how it will work. 7. Explain how you will measure the success of your campaign (Control and Reporting) Additional Guidelines: The assignment is an academic document and therefore it is absolutely necessary to provide a detailed literature review on the following (indicatively) topics: e-business/e-commerce adoption, trust in electronic relationships, impact and benefits of e-business. Alternatively, since it is a real life project you can integrate the literature review in the report instead of having a section on the literature review. Assignments should be 4,000 words long (excluding tables, graphs and spreadsheets). There will be a penalty of 10% for those reports exceeding the word limit by more than 10%. In case the word limit has been exceeded by more than 20%, the report will get a mark of 0. Following the guidelines of the Students Handbook, reports should be written using the Century Gothic font at a size of 10 and with 1.5 spacing between lines. There should be clear spacing between paragraphs, sections and subsections. The assignment must have a Departmental cover sheet attached. In case of group-work, upon completion of the project each student is required to download (from Claroline) and complete the peer evaluation form. If this form is not filled in, then marks will not be released. A recommended report structure is the following: Executive Summary/Abstract Table of Contents Introduction Literature Review Empirical Findings Discussion Conclusions Bibliography you must utilise the Harvard Reference System Appendices optional The Module Title is E-business and Internet Marketing