Important note:

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

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

Requirements

• 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?
• 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
• and the rest mentioned in the attached file