Digital E Marketing Plan
1st Semester 2023 E-Marketing The College of Administrative and Finance Sciences E-commerce Department E-Marketing (ECOM301) Digital Marketing Plan Project You work for a company as a digital marketing manager and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2023. Important note: You can choose any company to work with as long as: • It is a local company. • It is a startup that was established in the last (3 – 6) years, 2014 onwards. • It can belong to any industry sector. ECOM 301 Project 1 1st Semester 2023 E-Marketing Requirements Part 1, around (1500) words: Due week 6, on 5/10/2023. (Refer to the Textbook Chapters 2, 3, 4, 5,&6 and apply the following in the context of your company) 1. Investigate the micro-environment as part of the situation analysis for your company. a. Competitors analysis b. Suppliers and/or Digital Marketing intermediaries. c. Customers’ persona. 2. Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient) a. Technological forces. b. Legal forces. c. Economic forces. d. Political forces. e. Social forces. 3. Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or ch4, slide 9) a. Where are you now? (situation analysis) b. Where do you want to be? (business objectives) c. How are you going to get there? (strategy) d. How exactly do you get there? (tactics) e. Who does what and when? (actions) f. How do you monitor performance? (control) 4. Summaries the marketing mix best suitable for your campaign. (refer to ch5) a. Product variables b. Price variables c. Place variables d. Promotion variables e. Process variables ECOM 301 Project 2 1st Semester 2023 E-Marketing 5. How can you implement relationship marketing for your campaign? (refer to ch6) a. Could you create a virtual community? And how does it help the relationship marketing. b. Could you use digital media to support customers’ advocacy? And how? End of Part 1! ECOM 301 Project 3 1st Semester 2023 ECOM 301 Project E-Marketing 4
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