Competency
In this project, you will demonstrate your mastery of the following competency:
- Analyze digital marketing challenges of brick-and-click and click-only companies
Scenario
You are a marketing analyst at a digital marketing agency. A colleague who has been tasked with evaluating a new client’s digital marketing strategy is unexpectedly out for a week due to a family emergency. To meet the deadline, you have taken over their work. Your colleague has already completed a SWOT analysis of the client’s digital marketing strategy. Your role is to analyze it, identify potential business problems, and propose changes to improve results. You will present your findings to the CEO of the client’s company.
Directions
In this project, you will prepare a digital marketing strategy analysis for a company of your choice. Choose one company from the options provided in the Supporting Materials section.
Specifically, you must address the following rubric criteria:
- Identify the digital marketing strategies being used by the company.
- Analyze how the company’s current digital marketing strategy aligns with a brick-and-click or click-only business model.
- Explain how a specific business problem arises from the company’s current digital marketing strategies.
- Recommend new or revised digital marketing strategies to address the identified business problem.
- Explain how the new or revised digital marketing strategies align with insights from the SWOT analysis.
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
Digital Marketing Strategy Analysis
Submit your digital marketing strategy analysis using the Project Template. Cite all external sources.
Supporting Materials
These materials will help support your work on the project:
Resource: Project Company SWOT Analyses
This resource contains the SWOT analysis of two companies. Choose one company for your project.
Reading: Citation Help Need help citing your sources? Use the CfA Citation Guide and Citation Maker.