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THT2112: Strategic Digital Marketing Plan - Digital or Multichannel SWOT - Digital Marketing Assessment Answer
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Internal Code: E_AI_DGCD_EF
Subject Code: THT2112
Digital Marketing Assessment Answer
Task Digital Marketing Plan Group Report Requirements This is a Group Assignment, students required to form into a Team of three to four students. Teams are required to use a Tourism or Hospitality enterprise that has just started or one you start as the basis for this assessment. Your team will develop a Digital marketing plan for the next three years for your Hospitality/Tourism company. Your Digital Marketing Plan should include: Executive Summary Opportunity- • Digital contribution review using analytics customized to the business – What is digital marketing contributing now?
- • Current digital marketing capabilities – How will we improve our governance of digital marketing?
- • Digital or Multichannel SWOT – What are the key issues we need to manage?
- • Defined SMART Goals, Objectives and KPIs – What will digital marketing contribute in the next planning period.
- • Vision for digital channels – What will digital marketing contribute in the long-term.
- • Segmentation and Targeting – What existing and new targeting approaches will we use to boost acquisition and retention?
- • Value Proposition – How can we improve value delivered by our brand(s)?
- • Budget for investment – What budget is needed to implement strategic digital initiatives?
- • Digital governance - The Digital Transformation plan to improve People, Process, Tools and Metrics.
- • Measurement and testing – What optimizations are planned to improve efficiency and effectiveness?
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