GSBS6014: Digital Marketing Plan- University of NewCastle-eMarketer- Report Writing Assignment

Internal Code: MAS7698

Report Writing Assignment:

Task: The final stage of the group project includes the development of the full digital marketing plan report. Assignment 3’s report will start with a summary of the market situation, OVP and proposed objectives; information from your individual assignment 2 will facilitate group discussions to prepare this summary. Once summarised and agreed on, digital marketing strategy and campaigns can be recommended by the group. Recommended strategy in the report should be pragmatic from a managerial perspective. Therefore, an estimate of the resources required to implement the proposed plan needs to be justified. Overall, you should gain valuable digital marketing planning experience from this assignment. Moreover, this experience will better equip you to assess and improve the performance of digital marketing initiatives by your organisation. You are NOT required to design a visual ad or to run an actual campaign. DO NOT spend any resources on such activities. The core objective of this assignment is to demonstrate your understanding of the planning and measurement process involved in digital marketing, which is a subset of the overall marketing plan of an organisation. This assignment is a proposal to your client, and your task will conclude with the presentation of a convincing plan. In a practical situation, additional resources will be required to develop the content sufficiently to run a campaign. You need to provide a rough estimate of any such requirement in section 5 without going into extensive details and precision. See the rubric at the end of this document for help in prioritising your efforts.\ Following is a suggested structure for your final digital marketing plan. Add appropriate sub-sections as required to present an excellent and innovative digital marketing plan. This suggested structure is based on the outline discussed throughout the chapters in the textbook1 (see Figure 1.9) and the latest trends in practice (see SmartInsights, eMarketer). Each organisation has its own template to meet expectations. Therefore, when you examine the recommended marketing plan structures in different sources, you will note variations in where certain elements appear and how they are grouped togetherr (e.g. the market situation analysis components, strategy and tactics). The team needs to make the decision to add or skip sections to present an insightful and succinct digital marketing plan. You will not be penalised for more than 4000 words if additional words are deemed necessary for a satisfactory report.