Module Code: MC7080QA

Module title: Digital Marketing & Social Media

Assignment: Individual Written Report (1500 words)

The individual written report requires students to provide a digital marketing plan containing a justified digital marketing and social media campaign for the brand addressed in assessment 1. Students should refer to and link their findings of the current digital audit, and poster content from assessment 1, to guide and justify the proposed objectives, strategies, tactics, and action and control tasks of their intended digital marketing campaign.

Task: Using the same brand and poster content from assessment 1, develop a digital marketing plan that explains and justifies, the marketing strategies and tactics that will be used to display and promote the poster content, and attract the target audience to specific online communication channels and platforms of the brand.

You are specifically requested to deliver the campaign under a 4 month period, and launch the campaign from 1st December 2024 to end March 2025.

The report must contain an executive summary that provides an overview of the proposed digital marketing and social media campaign. This should be no more than half a page (250 words).

After your executive summary page, provide specific objectives and an online value proposition (OVP) of your digital marketing and social media campaign. It will be essential to include frameworks like, the 5S (Sell, Serve, Speak, Save, and Sizzle) objectives and 6Cs (Content, Customisation, Community and participation, Convenience, Cost reduction, and Choice). Apply two or three of the 5S objectives and the 6Cs that correspond with the main purpose of the campaign.

There must be a clearly defined customer / target audience segmentation strategy, that details a customer profile. There must be a content strategy that includes reference to the content matrix and anticipated consumer behaviours relevant to the campaign, and for the poster content developed in Assessment 1.

Using a table, demonstrate the order sequence of the tactics, with reference to the digital customer journey map stages, and RACE framework (Reach, Act, Covert, and Engagement). Explain the digital marketing and social media tactics that will used, supporting your arguments with appropriate and professional resources and references.

Provide a timed action plan in the form of a table, you can use a Gantt if preferred, outlining the key tasks and Key Performance Indicators (KPIs).

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