online brand marketing plan

Assignment Title:?Online Brand Marketing plan (Report)

Where to hand in: ?TurnitinUK ONLY

Note: ?This assignment contributes to 50% of the total module mark.

Learning Outcomes

4. Research and assess opportunities for the application of digital marketing and communications

practices within specific markets

5. Create detailed, actionable e­marketing plans

6. Identify the information, systems and process requirements for successful integrated, customerfocused

e­marketing management

7. Apply quantitative techniques to analyse marketing data

Identification of group and individual components:

The assignment is to be completed individually by each student.


Assignment task

For the purposes of this assignment outline and detail an online marketing plan for an organisation

based on the scenario below.

Based on your analysis of the scenario you will need to do the following:

• Clearly define the marketing environment for the organisation.

• Using an environmental framework Identify in depth areas of opportunity and weakness and use

these to formulate the objectives of your marketing plan. You must use only two of the following

frameworks: Porters, SWOT, PEST

• Detail your strategy and how you intend to implement it. You will need to consider the following:

o The niche and target market strategy

o The positioning and differentiation strategy

o The domain name

o SEO strategy with detailed costs, and the amounts of clicks that you can buy on a monthly


• You will be expected to implement your ideas and therefore you will be required to develop a fully

functioning website prototype which includes as a minimum 5 pages. You will need to include a wire

frame and a navigational outline to show that the necessary information and planning process has

taken place.

• As part of this implementation detail your social media strategy, this will need to include an email


• Identify your measurement strategy, what are the key metrics you will use to help you identify your

success rate in meeting your objectives. You will need to develop a measurement strategy based on

defined online metrics and analytical criteria.

• Reflect on the information and process developments. Carefully consider, style, layout and

appropriate e­marketing activities that were integral during the implementation phase.

Reflect on the decisions you have made and the ideas you propose and give full justification.

This is an individual written assignment. 3000 words maximum.

Assignment Scenario – “The Book Club”

You are a Digital Marketing consultant who has been approached by a small family run Book shop

business known as “The Book Club” who are based in Huddersfield. They are a small organisation

whose primary business revolves around publishing and retailing. They sell Books and normal

hardcover/paperback books, and they publish science fiction and fantasy books only. Over the last

few years “The Book Club” has struggled in a very competitive market. They have identified that they

need to diversify their market and product range but they have no idea on how to accomplish this,

should they continue to publish or focus purely on retailing?

Currently they do not have an online presence and no mechanism to engage with their current or

past customers. They want you to help remedy this; they envisage that their online presence should

be used for acquiring new customers through SEO and retain existing customers via email marketing

and social media.

Therefore, your job is to develop an online marketing presence which allows “The Book Club” to

compete within the online environment. You will need to write a business case report and create an

online presence that allows the “The Book Club” to accomplish their publishing/retailing ambitions.

You must remember that the “The Book Club” has zero experience of the online environment. For this

assessment, you will be required to be thorough in your analysis and research and make maximum

use of the scenario provided.

Guidance Notes:

You should support your work throughout with evidence from good quality academic (journal

articles, textbooks, conference proceedings, etc) and business sources. All material you reference

should be cited fully using the standard university style, both within the main body of your report

and in a clearly marked References section at the end.

You should ensure that you adhere to the current student regulations regarding assessment

(presented in the student handbook), with particular reference to ethical considerations and issues of


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