Digital Marketing Plan for Ryanair

ASSIGNMENT DESCRIPTION
You have been commissioned to create a digital marketing plan for an airline of your choosing. The Head of the company’s Marketing Department is keen to understand how they can increase their market share and revenue stream.
Therefore, you have been tasked to prepare a written brief to assess the sector’s current situation and how they can move forward using digital marketing tools through a well-constructed plan.
It is important that the content is underpinned with the inclusion of relevant academic theory, concepts, and models where appropriate, as well as contemporary industrial insights. These should be accurately cited and referenced according to Harvard Referencing throughout.
Your marketing plan should follow one of the frameworks in the course. You will be assessed on the creativity of your plan, application of theory and knowledge, as well as your use of research and referencing throughout.
Your work needs to:
• Be underpinned by a range of contemporary academic and industrial research.
• Critically appraise the literature and theories relating to the issue under review; demonstrate awareness and the application of theory to practice.
• Provide practical examples to demonstrate awareness and the application of theory to practice.
ASSIGNMENT CHECKLIST
1 You have a cover page
2
3 You have a Table of Contents page.
4 Heading: Introduction.
5 Your introduction contains a summary of the Task.
6 You have introduced the airline.
7 You have introduced the ideas to be discussed.
8 Heading: Company background or overview / or other appropriate heading to discuss the brand.
9 Heading: you have Introduced the framework:  SOSTAC / RACE or POST.
You have stated briefly what it is and why it is relevant to the task.
10 You have included theories / models / concepts only where appropriate, such as: SWOT / SMART / 5S’s / POEM / STP / 4 P’s / AIDA / Customer Persona.
Chaffey recommended strategies: SEO / Content Marketing / Email Marketing / Social Media Marketing / Pay Per Click (PPC), Content Personalisation / Conversion Rate Optimisation (CRO) / Data analytics and measurement for tracking KPI’s.
11 You have clearly stated the brand positioning and target market.
12 Evidence of a Balanced Argument: strengths / weaknesses / limitations / challenges / Advantages / disadvantages in relation to ideas mentioned.
13 You have included visuals where relevant, such as charts / graphs / images / tables etc.
14 You have stated clearly how the strategies you propose may help the airline achieve its objectives to increase market share and increase revenue.
15 Optional: compare the airline to others who are direct competitors and who may have greater revenue and market share and suggestions to adopt similar strategies.
16 You have considered ethics.
17 Heading: Conclusion
18 Your conclusion is a summary of the ideas discussed and contains no new information and no citations.
19 Heading: Reference List or Bibliography.
20 Your reference list is in alphabetical order according to author’s surname.
Overall Check
21 All images in your assignment include citations, for example: (Instagram, 2023).
22 Each Paragraph has at least one reference.
23 All of your in-text citations are:
integral; Brown (2019) or Brown et al., (2019)
non-integral; (Brown, 2019) or (Brown et al., 2019).
Use a combination of integral and non-integral throughout your assignment.
24 You have not exceeded the word count of 2500 + / - 10%.
This is excluding cover page, table of contents and reference list.
25 You have checked your work for grammar.
26 You have spell checked your work to ensure it is UK spelling and not American.