1. Investigate the micro-environment as part of the situation analysis for your company ? ETC

 

E-Marketing (ECOM301)

Digital Marketing Plan Project

You work for a company as a digital marketing manager and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2022.

 

Important note:

You can choose any company to work with as long as:

  • It is a local company. ( Saudi Arabia )
  • It is a startup that was established in the last (3 – 6) years, 2014 onwards.
  • It can belong to any industry sector.

 

 

Requirements

 

Part 1, around (1500) words: Due week 6, on 05/03/2022. (Refer to the Textbook Chapters 2, 3, 4, 5 & 6 and apply the following in the context of your company)

 

  • Investigate the micro-environment as part of the situation analysis for your company.
  • Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)
    • Technological forces.
    • Legal forces.
    • Economic forces.
    • Political forces.
    • Social forces.
  • Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or ch4, slide 9)
    • Where are you now? (situation analysis)
    • Where do you want to be? (business objectives)
    • How are you going to get there? (strategy)
    • How exactly do you get there? (tactics)
    • Who does what and when? (actions)
    • How do you monitor performance? (control)
  • Summaries the marketing mix best suitable for your campaign. (refer to ch5)
    • Product variables
    • Price variables
    • Place variables
    • Promotion variables
    • Process variables
  • How can you implement relationship marketing for your campaign? (refer to ch6)
    • Could you create a virtual community? And how does it help the relationship marketing.
    • Could you use digital media to support customers’ advocacy? And how?
  • Competitors analysis
  • Suppliers and/or Digital Marketing intermediaries.
  • Customers’ persona.
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