21 Jun HOW EXACTLY DO WE GET THERE? RACE
Assignment 2 (Individual) (50% of module weighting):
You will be expected to provide a detailed digital marketing plan for the Eden Project (http://www.edenproject.com/). Utilizing a summary of the information collected in Assignment 1 highlight the most important information of your SWOT analysis. Based on your assessment and recommendations, you must develop a digital marketing plan.
Consider the SOSTAC framework when structuring the plan (Chaffey & Smith, 2012):
Situation analysis: Where are we now? Macro-, Micro and internal factors (Summarize information collected in Assignment 1)
Objectives and Online Value Proposition: Where do we want to be? SMART & 5Ss
Strategy: How do we get there? Segmentation, Targeting and Positioning
Tactics: How exactly do we get there? RACE
Actions: Who does what and when? Schedule (Gantt, editorial calendar)
Controls: How do we monitor performance? Measurements, budgets, reporting and management, KPIs
Your digital marketing plan should be in report format and should clearly demonstrate:
1. A solid understanding of the digital marketing campaign planning process,
a. the use of suitable frameworks, objectives, schedules, budgets and evaluation
2. A detailed knowledge of digital marketing channels, platforms and media,
3. Recommendations regarding the creative execution of actions and tactics,
4. An appreciation of regulation, permission and codes of practice,
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