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MKT 5302 Strategic Digital Marketing Book: Hanlon, A

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MKT 5302 Strategic Digital Marketing

Book: Hanlon, A. (2019). Digital marketing: Strategic planning and integration. SAGE

Due: Thursday, April 7, 2022 at 3:00 p.m.

Chapter 6 Introduction

The focus of this unit will be metrics, analytics, and reporting of organizational (financial), marketing (general), and digital marketing (specific). The latter area is continually changing with the addition of new tools and techniques. In other words, what you learn about today could be replaced with a new method tomorrow. As you read Chapter 13, think about each metric category and how they are or can be, applied by your organization. If you need help. please feel free to contact me. I can create application scenarios for you to enhance your learning experience.

Good luck!

 

Instructions

 

Digital Marketing Plan: Part I

 

In application of the concepts learned in this course, you will compile a digital marketing plan. As a reminder, a digital marketing plan is a document that shares the details for all of the planning for digital marketing campaigns and actions. You will take on the role of an entrepreneur of a new business startup of your choice. You will compile the first half of the plan here in Unit VI and the second half of the plan in Unit VIII.

For this assignment, your digital marketing plan should include the elements listed below.

• Company Overview
  • Discuss your company's business model, and relate it to the 7 Ps.
  • Discuss attraction, conversion, and brand loyalty in terms of your company’s digital marketing strategies.
• Target Market Identification
  • Identify the company’s target market and their characteristics.
• Situation and Competitive Analysis
  • Compile a SWOT (strengths, weaknesses, opportunities, and threats) analysis for a real company that would be a competitor of yours. Include a minimum of three points in each area.
  • Relate the SWOT analysis to the company’s marketing actions.
• Tracking Measures
  • Determine ways to track your company’s key performance indicators (KPIs).
  • Discuss the value in tracking KPIs.

This assignment should be a minimum of four pages in length, not counting the title page and references page. Use headings in your plan (feel free to use the headings provided above). Adhere to 7^th edition APA Style when creating citations and references for this assignment. Include a minimum of two academically credible references beyond the textbook.

Try to limit your references to 2 including the above book.