Explain dynamic changes in the competitive digital marketing

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Reference no: EM133457755

Digital Marketing

Assignment Detail: Individual assignment is designed for students to explain the dynamic changes in the competitive digital marketing environment (CLO 1). The assignment therefore is based on the following topics:

Topic 1 Introduction to Digital Marketing
Topic 2 Online Marketplace Analysis: Micro-Environment Topic 3 Online Marketplace Analysis: Macro-Environment

Being involved in digital marketing for a business, marketer has to develop their digital intelligence to offer decision maker a better insight to make soundful decision. Choose a company and an industry. Analyse its digital marketing environments. Focus your discussion on the influences of the micro-environment and macro- environment towards the industry where your selection of company is in and the company responses towards the influences.

Group Assignment

Group assignment is designed for students to integrate digital technology into the marketing process (CLO 2). The assignment therefore is based on the following topics:
Topic 1 Digital Marketing Strategy
Topic 2 The Internet and Marketing Mix
Topic 3 Relationship Marketing using Digital Platforms

Form a group of 5-6 members. Select an online store/website having its online operation in Malaysia from the consumer product category. Assume the role as Digital Marketing Specialist, analyse and evaluate the company online operation and prepare a report based on the following criteria:

Company Profile and Online Presence
Digital Marketing Strategies
Company Online Marketing Mix
Company Relationship Marketing Strategies
Recommendations
Format and Layout
References and Appendices

Company Online Presence
• The company online store/site profile with images.
• Student contributes 2 paragraphs of the company profile and 2 paragraphs of the company online presence.
• Suggested length: 1 page.

Online Marketplace Analysis: Microenvironment
1. Customers
2. Competitors
3. Suppliers
4. Intermediaries

• Identify and define the micro-environment affecting the company online business.
• Focus the discussion on the direct influence of micro-environment towards the company online business operation.
• Suggested length: 2 pages.

Online Marketplace Analysis: Macro-Environment
1. Political & Legal Environment
2. Economic Environment
3. Social & Cultural Environment
4. Technological Environment

• Identify the macro-environment affecting the industry where the company operates its business.
• Focus the discussion on the influence of macro-environment towards the industry where the company operates its business.
• Avoid discussing the company strategies to take advantage of or overcome the influence of the macro- environment.
• Student may first discuss on the definition, development of the macro-environment then elaborates on the influence of the macro-environment.
• Suggested length: 4 pages.

Company Responses towards the Influences
• Students to identify and discuss 6 responses from the company towards the influences of the digital marketing environments.
• It means the discussion must be based on what the company has done to response to the changes in both micro-environments and macro-environments digitally.
• Suggested length: 3 pages.

GUIDELINES

Company Profile and Online Presence
• The company profile such as vision, mission, product, financial performance, award and recognition, Malaysia's operation.
• Student contributes 2 paragraphs of the company profile and 3 paragraphs of the company online presence.
• Suggested length: 1-2 pages.

Digital Marketing Strategies
• Student may first to identify and define the digital marketing strategies, then elaborate the strategy in the context of the company online business and finish with examples from the company online business to strengthen the discussion.
• Digital Marketing Strategies
1. Market and Product Development Strategies
2. Digital Marketing Strategies Initiatives
3. Target Marketing Strategy
4. Implication of SWOT Analysis
5. SOSTAC planning framework
• Suggested length: 2-3 pages.

Company Online Marketing Mix
• Student to define the online marketing mix used by the company.
• Discussion should focus on the examples of the marketing mix used online.
• Company Online Marketing Mix
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Evidence
• Suggested length: 4-6 pages.

Company Relationship Marketing Strategies
• Student to identify the strategies used to maintain customer relationship online.
• Discussion should focus on the examples answering the question "How company used digital platforms to maintain customer relationship?"
• Relationship Marketing Strategies
• Customer Feedback
• Social Customer Relationship Management
• Marketing activities of customer relationship management
• Suggested length: 1-2 pages.

Recommendations
• Students contribute 2 recommendations with practical applications to resolve issues or problems faced by the company online business.
• Suggested length: 1 page.

Reference no: EM133457755

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