Homework answers / question archive / MKT 5302 Strategic Digital Marketing Book: Hanlon, A

MKT 5302 Strategic Digital Marketing Book: Hanlon, A

Marketing

Share With

---

MKT 5302 Strategic Digital Marketing Book: Hanlon, A. (2019). Digital marketing: Strategic planning and integration. SAGE

Unit 8 Introduction

You've made it! The final unit is here. In this final unit of the course, you'll focus on integrating digital marketing into the Integrated Marketing Communication (IMC) framework; a framework you may have learned about in a prior course. For a refresher on IMC, see Pursuit (2013) or Valos et al. (2017). Within the IMC framework, you'll explore elements of competitiveness, cross-platform integration, and Hanlon's (2019) proposed steps to digital transformation.

References:

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

Pursuit, J. (2013). Social media and integrated marketing communication: A rhetorical approach. Lanham-Lexington Books.

Valos, M. J., Maplestone, V. L., Polonsky, M. J., & Ewing, M. (2017). Integrating social media within an integrated marketing communication decision-making framework. Journal of Marketing Management, 33(17/18), 1522-1558. https://doi.org/10.1080/0267257x.2017.1410211

Update:  About the final assignment: The term Marketing Platform is used. Traditional marketing platforms include television, radio, newspaper, direct mail, and signage. Generally speaking, examples of digital marketing are email, content, social media, knowledge, media sharing, and service-oriented. Social media platforms include sites like Facebook, Twitter, and LinkedIn. Knowledge platforms include sites like StackOverflow or Quora. Media sharing platforms include sites like Yahoo and Spotify. Finally, service-oriented platforms include sites like GrubHub/Seemless, Airbnb, and Uber/Lift. When developing the marketing platform section of this assignment, make sure you understand the categories.

Instructions for Assignment

Digital Marketing Plan: Part II

 

In application of the concepts learned in this course, you will continue your compilation of a digital marketing plan that you began for the Unit VI Assignment. As a reminder, a digital marketing plan is a document that shares the details for all planning of digital marketing campaigns and actions. You compiled the first half of the plan in Unit VI (see attachment) and will now complete the second half of the plan for this assignment. You will use the same company that you used in Unit VI.

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

?             Marketing Tools

o             Identify a minimum of five marketing tools that will be used in your company, and include your rationale for the selection and effectiveness of each tool.

o             Include a discussion around how these tools will reach the target market you described in Unit VI.

?             Marketing Platforms

o             Identify a minimum of five marketing platforms that will be used in your company, and include your rationale for the selection and effectiveness of each platform.

o             Explain how you could utilize web design to enhance your digital marketing.

?             Measuring Results

o             Identify a minimum of five measurement methods that you will use to determine whether your digital marketing campaign is effective by applying the Strategic Alliance Framework (SAF) to your company.

o             Discuss how the use of web analytics will be handled ethically in your company.

?             Future Goals

o             Discuss how advancements in technology affect your digital marketing plan.

o             Apply the 7 Cs to your company.

This assignment should be a minimum of five (5) 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 7th edition APA Style when creating citations and references for this assignment. Include a minimum of two academically credible references beyond the textbook. I would use the other 2 books/references listed above.