Learning Outcomes:

On completion of this assessment, the student will be able to:

1. Demonstrate an understanding of the digital marketing environment, tools and techniques.


2. Make strategic digital marketing recommendations and decisions 


3. Competently devise a digital marketing communications plan addressing specific communications issues and targeting a specific market.


4. Creatively apply problem solving skills to specific issues facing the focal brand.

Weighting: 45%. 

The Task: 

You are required (in groups) to select and analyze a consumer brand, present an audit of their digital position and your strategic recommendations (section A); then develop a digital marketing communications campaign (section B) to address the objectives identified.

1. First, form a team: the project should be completed in groups of 4 or 5


2. Secondly, select a brand which targets the Irish consumer market that you believe has potential or has been under-supported - small and medium sized companies can foster creativity - focus on one product or brand.


3. You should sign in as a group on webcourses, and advise me of your brand /  Company choice during week 3.

Guidance will be provided during the module on your progress, and to address any challenges the groups are facing. You should therefore ensure that you attend class, and make use of this opportunity for formative feedback.

1. Brand digital audit (Situation analysis) – 15%:
   
   
   1. Review the SOSTAC model.
   
   
   2. Analyze and critique the company’s current digital marketing situation.
   
   
   3. Audit (and introduce) the brand, its website, other online presence and digital Marketing Communications activities.
   
   
   4. Propose a revised target market (persona), positioning (OVP).
   
   
   5. Objectives: Then propose objectives for your campaign (they should be SMART specific, measurable etc, - you will need to make some assumptions, but document and justify them). The 5 ‘S’ objectives may be useful to you.
   
   

1. Digital Marketing Communications Campaign – 30%:

Prepare a detailed campaign and implementation plan in report format, with the aim of achieving the objectives you decided on above. Evidence of problem solving, brainstorming and researching alternative tools is expected.

1. Tactics: Determine the e-marketing mix to achieve your stated objectives, your overall digital campaign outline.


2. Marketing Communications: develop a creative implementation plan:

        i. Create messages: make detailed recommendations for the campaign, and include visuals - ensure you clarify which elements are your own ideas, and which are inspired by others.

        ii. Select online media and vehicles, and plan the implementation of your campaign: discuss how each element will be implemented. Media and vehicle plan for all activity should be included and scheduled. Examples of your planned posts, advertising etc should be included.

1. Actions and Control: Identify responsibilities, resources and skills.

Identify and propose key performance indicators to be monitored