Develop a digital marketing strategy and plan

Digital Marketing

AQF Level 9

This assessment task is a 2800-word written report that requires students to develop a digital marketing strategy and plan using a supplied template. Students select and justify a relevant framework, develop SMART goals, build a customer persona and choose one digital marketing tool as the focus of their report to target a persona, outlining the tactics used. The scope of choice for the selection of the focus digital marketing tool is directly linked to the material covered in modules discussing `Digital Communities, Mobile Marketing or XR`.

Learning Outcome 1: Demonstrate an advanced understanding of contemporary new digital marketing theory and practice.

Learning Outcome 2: Critically analyse various metrics, innovative approaches, techniques and ethical perspectives to design a digital marketing strategy.

Learning Outcome 3: Communicate digital marketing strategies, tactics and measures to others clearly, persuasively and credibly.

Background

The digital marketing strategy and plan is a written document that articulates the steps required to achieve your chosen company`s objectives. Your digital marketing strategy and plan should be informed by the digital marketing audit and the resulting recommendations that you completed in A ssessment 1. You should draw on the feedback that you received for your digital marketing audit to assist you with insights into thinking, designing, integrating and planning for your digital marketing strategy and plan.

Requirements
In this assessment, you need to develop a digital marketing strategy and plan based on (but not limited by) your analysis and recommendations in A ssessment 1.

Develop a "Digital Marketing Strategy and Plan Report" using the D igital marketing plan template. To develop your Digital Marketing Strategy and Plan Report, please follow the following steps:

Step 1: Select, outline and justify your digital marketing strategy using either the Social Media framework, Acquisition, Conversion, Retention framework or McKinsey Consumer Decision Journey.

Step 2: Based on your digital marketing strategy, develop SMART (specific, measurable, achievable, realistic and timed) digital marketing
objectives for your company.

Step 3: Build a (one only) customer persona for your company that includes demographic, psychographic and webographic evidence.

Step 4: Choose one of the three digital marketing tools from from Modules discussing Digital Communities, Mobile Marketing or XR for your customer persona. Justify your selection and outline tactics to reach your objectives. You can integrate tools from all other categories (including the General toolbox). However, you are required to pick one tool from Digital Communities, Mobile Marketing or XR.

Finally, provide a brief discussion (~250 words) on the following additional considerations:

How you will measure success for the organisation as a result of implementing your digital marketing strategy and plan.

How you predict digital transformations (e.g. AI and machine learning) will impact your organisation in the context of digital marketing over the next three to five years.

What ethical considerations you will need to take into account as a result of AI and machine learning.

Note: You can utilise Digital Marketing Strategy and Plan Canvas in the appendix of the D igital marketing plan template to guide your thoughts.

Criterion 1: Introduction
Background context and purpose of the digital marketing plan.

Criterion 2: Digital Marketing Strategy
Depth of demonstrated understanding of digital marketing concepts and strategies. Identification and justification of the selected strategy.

Criterion 3: Digital Marketing Objectives
The selected digital marketing strategy informs the identification and justification of the digital marketing objectives.

Criterion 4: Digital Persona
Identification and justification of a digital persona.

Criterion 5: Digital Marketing Tools and Tactics
Identify and justify digital marketing tool(s) and tactics to reach the objectives in alignment with the identified digital persona.

Criterion 6: Additional Considerations and Conclusions
a. Provide a brief evidence-based discussion on the success-measurement factors, the impact of digital transformation, and ethical considerations.
b. Provide a summary of key findings and effectively conclude a report showing its purpose.

Criterion 7: Structure, Presentation, Communication Style and Language
Uses the example structure provided; presentation and English language conventions are applied as outlined in the A IB Style Guide to communicate clearly.

Criterion 8: Referencing
Uses referencing conventions as outlined in A IB Style Guide to acknowledge an appropriate number of credible sources of fact and/or theory.