Individuals will develop an e-Marketing Strategy for the brand/business which they analysed in Assignment 2
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The assignment is about adidas please can you look at the example given and follow that example please but do not copy as it is different to mine. Please Refer To Adidas in this Assignment. i have attached extra information to help aid the assignment and below is the brief for the assignment Assessment 3: Individual Report: Digital Marketing Strategies and Tactics (40%) Group coursework: 40% weighting. Word limit: (3000 words +-10%). Deadline Academic Week 24: Thursday April 6th 2017 at 5pm You are required to submit your work to the Uni-help desk. In addition you must submit it electronically via Turnitin. In this assessment, you build on the work that you did in Assignment 2, taking it a step further to develop an e-Marketing Strategy. However, for this assignment, you will work as an individual and produce your own individual report, building on the group work you did for Assignment 1. The task and assessment guidelines are detailed below. Assessment Objective: Through studying, reading, researching, attending lectures and previous assessment, students will have enhanced their understanding of how to develop an e-marketing strategy. Assessment 2 emphasised the implementation of industry, competitor and consumer research for the purpose of strategic goal-setting. Assessment 3 is aimed at further developing the understanding of e-marketing strategies through taking students to the next step of the plan, which is implementation. . Task: Individuals will develop an e-Marketing Strategy for the brand/business which they analysed in Assignment 2. Assessment guidelines: Your coursework must include the following format/content: The first section in this assignment is Section 3. This is because Sections 1 and 2 were developed in Assignment 2. Section 3: Implementation Plan 3.1 Strategies and Tactics to Achieve your Objectives 20 3.1a Design and Usability Factors Outline the key issues that must be taken into account in order to optimise the design and usability of your business’s website. Refer to our lectures for more information for what to consider. Provide a wire frame diagram for the home page for your new site. Provide a short brief (one paragraph) for the graphic design of the site. This should refer to the brand values, target audience, positioning strategy etc. Outline the content, features, and functionality for the site. Discuss and justify based on your objectives, the positioning strategy, USP and target market. Outline an approach for measuring the effectiveness of your website/digital marketing (See SHEET FOUR). This should include how you will monitor the ongoing design and usability, using professional services where necessary (2 pages maximum.) 3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine Optimisation 1. Provide a list of the search engines, directories, portals in which you plan to be listed. Justify your choice. 2. Outline your search engine listing monitoring and optimisation strategies. (In other words, the way you will ensure that you continue to get top rankings and the methods you will use to monitor it. Also, how often you will monitor your web site search engine positions.) (2 pages maximum) 3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site In this section you will: 1. Outline how your communications/promotions strategy will achieve your stated objects in relation to your target markets, brand values and positioning strategy... (Use an Integrated Communications Strategy Model) 2. Outline and justify all online promotional strategies and tactics to be used. E.g.: Linking Strategies, Banners, E-mail Marketing, etc. Identify each approach as ‘paid’, ‘owned’ or ‘earned’. 3. Provide the following: a. Mock up of banner ad (line drawing/wire frame) 21 b. Wire frame diagram of web page where you will get customers to sign up for your e-mail c. Copy (content) for your first e-mail letter. d. List of all companies you plan to collaborate with in the first year. Provide a very brief description of each company to demonstrate why it is a suitable collaboration partner. You should structure this section as follows: 1) Explain what you will do (e.g.: E-mail Marketing Campaigns – 4 times yearly) 2) Justify why you have chosen to do it. (Demonstrate that you understand the benefits of each type of promotional method.) I. Demonstrate how it contributes to your brand values and positioning strategy, how it benefits your target markets, and what objectives it will help to achieve. II. Identify whether the media used are ‘paid’, ‘owned’ or ‘earned’. III. State when or how often it will be done. IV. If using a professional service, state which one. V. Show how each method will be integrated with other methods VI. Banner ad VII. Web page wire frame VIII. Copy for e-mail letter IX. List & description of companies you will collaborate with (4 pages maximum) NOTE: You must include all of the following: on-line advertising, e-mail marketing, public relations, and collaborative programs (eg: contra deals, co- branding, linking, associates, affiliates etc.). You will need to choose two other methods and justify your choice. 3.1d Generating Revenue Outline all additional strategies that you will use to generate revenue for your site. If already described above, just provide a summary in this section. (1 page maximum.) 22 Section 4: Customer Service, Relationship and Loyalty Plan 1. Briefly outline your customer service and customer relationship management (CRM) strategy. 2. State your strategy for providing excellent customer service. 3. Outline your strategy for generating customer loyalty (e.g.: one-on-one strategies, personalisation, interactive dialogue, rewards, etc) (1.5 pages maximum) Section 5: Time Line for Promotion Strategies • Using a one year chart, show when each type of promotion will be done • Some forms of promotion will be done more than once over the year (eg: Banners, Email Marketing) • Some forms of promotion may be done in relation to specific objectives or specific offers (demonstrate) • Explain the rational for your timeline (1 page maximum) Section 6: The future 1. Provide a brief discussion of what new technologies and features you may add to your web-site in the future as they become widely available. Justify. (Half page maximum) 2. Provide a brief discussion of the options you plan to pursue in the five years after launch. Justify) (0.5 of a page maximum) For how to best set up your promotional strategy, see SHEET SEVEN below. 23 Assessment 3: Individual Report on the development Digital Marketing Strategies and Tactics GRADING CRITERIA MKT3033 E-Marketing Strategy and Social Media Criteria for Assessment: Tutors Please write comments in the space provided Assignments which exceed the maximum word limit by more than 10% will be awarded a maximum mark of 40% Student Name Student Number 1. Criteria Maximum marks Overall Presentation This document is an outstanding example of a professional implementation plan. Overall, the report demonstrates written communication skills at a very high level. The material is very fluent, very well-structured (for example, appropriate use of headings, bullet points, tables etc.) which makes the report extremely easy to read and understand. Demonstrates appropriate use and understanding of an extensive range of subject-specific vocabulary. The report demonstrates evidence of meticulous proof reading. Length of each section conforms to specified number of pages. 20 Strategies and Tactics to Achieve Objectives Comprehensive coverage of the requirements listed in the Assessment Guidelines in the module handbook. Demonstrates an excellent understanding of the issues relating to site design and optimisation of usability. Provides a comprehensive justification for proposed website content and features. Demonstrates excellent understanding of the promotional methods to be used and how they can be integrated with one another. Provides a comprehensive rationale for using each promotional method, with reference to objectives, brand values, positioning strategy, target market, competitors, etc. Demonstrates an excellent understanding of approaches to measuring effectiveness of online marketing. 30 Customer Service, Relationship and Loyalty Plan Comprehensive coverage of the requirements listed in the Assessment Guidelines in the module handbook. Shows evidence of comprehensive research into what keeps customers coming back to a site. Demonstrates excellent understanding of customer service and CRM strategies and tools (for gaining and keeping customers) in a digital context. 15 24 Time Line Excellent rationale for timeline of promotional strategies. 5 The Future Excellent discussion of what technologies and features may be available and added in future, demonstrating comprehensive awareness of technological developments and their implications. 10 Application of research Points made are relevant and comprehensively supported by relevant, academic or other suitable evidence. Conclusions and/or recommendations are comprehensively supported with arguments based on the evidence presented. Conclusions and recommendations are informed by highly perceptive judgement in accordance with the evidence from theories, research, practice and concepts of the subject matter. 10 Referencing, Glossary and Appendices A comprehensive range references have been used. Referencing is excellent throughout, using the Harvard referencing style very consistently. If included, glossary and appendices are highly accurate and appropriate