Digital Marketing and Communications

| March 13, 2014

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Assignment task
For the purposes of this assignment outline and detail an online marketing plan for an organisation based on of the scenario below.
• 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.
• Detail your strategy and how you intend to implement it. You will need to consider your niche and target market strategy alongside your positioning and differentiation strategy. In addition identify your domain name with costs.
• You will be expected to implement your ideas and therefore you will be required to develop a fully functioning website prototype or a Mobile Application which includes as a minimum 5 pages/screens. You will need to include a wire frame and a navigational outline to show that the necessary information and planning process has taken place.(Not that I will be doing the website just go to the next point)
• As part of this implementation processes detail your social media and SEO awareness strategy if you have one.
• Identify 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 e-marketing 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 – Travel Agents
You are a Digital Marketing consultant who has been approached by a small family run travel agent business known as “We take you there Travel”. They are a small organisation whose primary business revolves around providing package holidays and UK weekend breaks. Over the last few years “We take you there Travel” 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.
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 acquisition.
Therefore your job is to develop an online marketing presence which allows “We take you there Travel” to compete within the online environment. You will need to write a report and create an online presence that allows “We take you there Travel” to:
• Increase Brand awareness
• Develop a sustainable online product range across multiple channels not just your website.
You must remember that “We take you there Travel” has zero experience of the online environment.
see the attached file for more information
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