BUSM099 Digital Marketing Assessment: 3000 Words Individual Project

Students are required to prepare and develop a digital marketing project for a brand of their
choice using content introduced in lectures 1-12 in 3,000 words. The project should follow
the structure of the SOSTAC plan as described below;

• Project title should be simple which includes the name of the selected
brand/organization – i.e. ‘Project for Brand X’.

• The project should follow the sections of the SOSTAC plan. There is no need for a separate introduction, conclusion, or implications section.

• Students should provide theoretical and practical clarity providing functional links to
academic literature and are also expected to make use of secondary sources of
information. All those sources need to be cited properly and put in the bibliography.

Situation Analysis
• The Situation Analysis section works as the introduction to the chosen brand’s current online situation. Students can use an e-SWOT analysis to do this or take a more narrative approach. The situation analysis must examine the online presence of immediate competitors (top 3 competitors) and demonstrate awareness of the chosen brand’s digital capability.
• Objectives must be concrete (measurable) and indicate a time component (i.e. 50% increase in online conversions by when?). Objectives must provide clear links to the digital marketing strategies that will be utilised in the following section.
• Strategies must consider the value proposition (VP) and the online value proposition (OVP). Strategies must answer the first level of “how” regarding proposed objectives as per Chaffey and Smith’s SOSTAC framework.
• Tactics represent the first stage of the implementation plan and must provide a clear path for idea implementation using a selection of tactical tools (social media, website, microsite, VR etc) introduced. Tactics must answer the second level of “how” regarding the strategies and must be addressing proposed objectives.
• Actions represent the second stage of the implementation plan and should just cover the basic skills and related personnel that your proposed campaign will need. There is no need to discuss budgets. Development time should be considered very roughly.
• Controls represent the third stage of the implementation plan and should discuss what
exactly will be measured (and how this will be measured) to determine whether  objectives are being met. Both the Action and Controls section should not be particularly long.

• You should use the appendix to demonstrate the practical application of module
learning in the context of your campaign. There is no such thing as a “checklist” for
the appendix – suggestions include:
– 7Ps Digital Marketing Mix
– The “Smoke test”
– Positioning Maps and Customer Personas
– App Design & app trackalytics
– Data driven marketing: Audience Measurement, Customer acquisition, customer
behaviour and conversions.
Useful tips & FAQ’s
• Selective use of academic literature appearing in top quality journals (3 & 4*). NOT A
• Balance academic literature with secondary sources.
• Do NOT provide an introduction on the brand. It’s of no use and you’ll need the word
count elsewhere.
• The e-SWOT (if used), should focus on the digital environment, not the brand in broad
• BE REALISTIC with your objectives. “To increase google’s 50% web traffic in 3 months”
is an UNREALISTIC objective. “To increase google’s 0.01% web traffic in 3 months” is a
REALISTIC objective.
• The strategy section must clearly demonstrate the online value proposition (OVP).
• You will be exposed to a range of different tactics across the module. Be selective and
• Controls are primarily linked to the use of analytics and trackalytics (Digital Marketing
Analytics) as introduced in weeks 8 & 9.
• Use tables and figures across your work – treat this as a report commissioned by a

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