5X6Z0011 Digital Marketing Campaign Management Assignment

Assignment Details and Instructions

The 5-page report should develop a digital marketing strategy and channel plan for one existing Product or Service Offering (PSO) for the chosen organisation. The report should include 5 sections:

Section 1: Digital Acquisition Audience (1xA4 page)

Within this section, you should identify and evaluate a digitally appropriate target audience that your organisation should focus on in the promotional efforts of the PSO. You should use a digital segmentation approach to define your audience, e.g. an appropriate behavioural, locational and/or psychographic segmentation approach. You should also justify your selection. For higher marks, please include risks and issues which may arise from the choice of the digital audience.

Section 2: Digital Marketing Matrix (1xA3 page)

Compose a digital marketing matrix using the provided template. The matrix should include digital marketing levers, price tactics, organic and paid campaign delivery tactics, and channels. The marketing levers and price tactics considered to be taken forward should be highlighted. For higher marks, please include risks and issues which may arise from the choice of prioritised elements. All of those elements should be considered for the identified digital audience.

Section 3: Digital Marketing Audit (1xA4 page)

Identify 2 priority acquisition channels and 1 priority conversion channel. Justify your choices. After that, conduct a digital marketing audit of the 2 priority acquisition and 1 priority conversion channels. The audits should assess current performance in targeting and reaching your chosen audience (acquisition channels) and assess the performance in converting your chosen audience (conversion channel). The audits should be placed in the appendix and referenced in the body of the assignment, where you should discuss your findings. The discussion should also be supported by secondary sources. Please ensure that in the text it is clear how the audit findings will inform the decision-making and how they can be linked with the identified digital audience. For higher marks, please include risks and issues which may arise from the choice of prioritised channels.

Section 4: Digital Comms Objectives (1xA4 page)

Produce one SMART digital comms objective for each of the channels identified. The objectives should consider your target audience for your chosen organisation and PSO. The objectives should be logically linked and include a proposed method of evaluating the success. The justification for each of the objectives should be provided, for higher marks please identified and discussed potential issues and risks.

Section 5: Digital Marketing Roadmap (1xA3 page)

Create a Digital Marketing Roadmap which should include digital marketing levers, and price tactics for all three channels identified (2 acquisition channels and 1 conversion channel) that you would like to use in your digital marketing campaign. Additionally, the Digital Marketing Roadmap should also include the following elements:

• Objectives and how they will be measured
• Creative requirements
• Target Audience and Key messages
• Responsibilities across a team
• Expected timeline of completion

The roadmap should be presented in a table format. It should be proceeded with a summary, justifying selected elements and discussing the pros and cons of the selected approach. The discussion should be supported by citations. For higher marks, please consider potential issues and risks.

To create your roadmap, you can use one of the below software:

• MS Excel
• monday.com
• Padlet
• https://roadmunk.com/
• https://trello.com/
• https://www.atlassian.com/

All effort was made to identify and suggest free programs. However, please be aware that some of the software listed above might allow only a free trial period, after which the access might be blocked.

What you MUST do:

• You must read the assignment brief!
• Include a title page with your name, student ID number and your chosen organisation and PSO.
• Use Harvard referencing appropriately, both in the text as citations and listed in full, alphabetically, at the end.
• Use grammatically correct, formal English.
• Proofread your work.
• Ensure that you have used your own words and interpretation.
• Attend supporting tutorials.
• Include bibliography (it is outside of the page count).
• Include your name and student ID on your work.

What you must NOT do.

• Do not use Wikipedia or other inappropriate websites.
• Do not use generic texts books, these will not contain the information you need.
• Do not leave it to the last minute.
• Do not go over the page limit, no work will be marked over the maximum limit.
• Do not Submit later than the 21.00 deadline.

What resources and support can I access to help me in this unit?

• Self-study videos on how to write academic/critical pieces of work which are essential skills to succeed in this programme
• Specific journals and industry sources identified by the Unit tutor (Moodle)
• Templates to help you complete your assignment (Moodle)
• Access to the unit teaching team at the specified times
• Access to the Unit Leader, Programme Leader and/or Subject lead during specified open office hours

You will also:

• Receive regular feedback on ideas as you develop content based on your understanding in the workshops. Sharing and discussing your work with your peers is encouraged for informal and developmental feedback
• In week 11, there will be opportunities to meet with your tutor on a 1-2-1 basis and receive assignment support too.

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