Reference no: EM133097389 , Length: word count:4000

MKT4148 E-Marketing and Social Media Management - Middlesex University in London

E-MARKETING AND SOCIAL MEDIA MANAGEMENT- FOSSIL GROUP, INC.

You have accepted a new role as Digital Marketing Manager and have been asked to produce a report, with supporting research and evidence, for the Management Team. The report requires consideration of digital marketing within their market sector. (Please note this is not campaign planning it is more fundamental than this to the business)

Choose an SME from the list provided.
The following headings in must be included in your report:
• Organisation Background
• Organisation Digital Overview
• Digital Marketing Strategy
• Digital Marketing Plan

You must complete all sections of the report

1. Provide an informed and justified, with supporting evidence, an overview of the target audience based on an examination of the sector and how the SME presents itself. This should include a definition of segments they are appealing to and an examination of their digital behaviour / footprint and should indicate which frameworks or tools you have used to define them. This should include a Target Audience table in the appendices of the report which will not count towards the word-count.

2. Create one target persona profile based on the findings above along with a customer journey map for this persona and located it within the appendices of the report which will not count towards the word-count. Discuss in the main body of the report the customer journey and provide an examination of the actions taken through the journey linking, feelings and actions, linking to theory, and feelings of the customer as well as an appraisal of the roles and likely objectives of the touchpoints they will encounter as they purchase the product or service. This should highlight and justify key issues you will address in the digital marketing strategy in section 2.

3. Analyse and justify in the main body of the report, using frameworks the level of maturity, linking it to theory and section 2 (1), for the online digital channels the organisation uses. This should include the Digital Maturity map which should be included in the appendices which will not count towards the word-count, and a review of
1. which channels are common in this sector and against two of its competitors, and
2. which digital channels might be expected given the digital behaviour of the Target Audience?
In this section you should highlight and discuss the key issues you will build on in your Digital Marketing Strategy in section 2.

4. Appraise and discuss in the main body of the report how changes in the macro and micro landscape with supporting evidence that will impact on this sector and the customer base over the next years, with specific attention and examination of the digital trends. This

You have been asked by the MT to advise on three key elements required to develop a sustainable digital strategy for your chosen organisation.
Required:

5.Based on the 4'C's framework, you should describe, justify and provide evidence on how the key issues that your analysis in Section 1 and 2 has highlighted (this may be a table) can be drawn together into a single issue that marketing (note: this does not refer to digital marketing) can address. You may include the 4 ‘C's chart but it will not count toward the wordcount. (5/30)

6. Develop and justify one Marketing Objective (it may or may not be digital) that is most likely to deliver growth for the SME (based on your analysis of the issues identified above) (5/30)

7. Create, with justification, TWO digital marketing objectives matched against the overall marketing objective for your chosen organisation. These should include the KPIs and be discussed in relation to the findings of sections 1 and 2 and specifically the customer journey and sales funnel. (5/30)

8. Formulate and justify a digital marketing strategy for your chosen organisation with supporting theories and evidence- you should consider whether this is realistic based on what you have learned in sections 1 and 2 (taking into consideration the audience, positioning, messaging, type of content and main channels used). (10/30)

9. Determine and justify the digital marketing mixture of channels required to fulfil your digital marketing strategy. This should include a description of which digital channels and activities you will:
• Enhance
• create or
• stop
This should reflect which channels the target audience might expect to see and should take into consideration the links between online and offline to ensure the digital marketing is fully aligned with offline marketing, sales and customer relationship activities. (5/30)

After submitting the recommended digital marketing strategy to the MT, you have been tasked with developing an integrated implementation plan for delivering your strategy.

Required:

10.Discuss what role or requirement digital transformation might take within the strategy, including considerations for how difficult it might be to fulfil the digital marketing strategy based on your observations of the SME, and any resources required to enable you to undertake this. You should include the Tools to capability Map in the appendices - it will not count toward he wordcount.

11. Explain how the online activity should be integrated into the chosen organisation's wider marketing activities. This should consider methods of integrating the online and offline activities and how this integration will be addressed. Relevant theoretical frameworks may offer a useful structure to address this sub-task, which requires an understanding of the chosen organisation's current marketing activities.

12. Describe, the risks, and what role and responsibilities you as a manager might have; outline and evaluate your risk strategy and disaster recovery plan. You need to identify risk factors: your role and responsibilities to identify and limit these, use a model or methods to create a risk strategy and justify.

Attachment:- E-Marketing and Social Media Management.rar