Overview
Digital Marketing Tools & Principles MKT-33340
Overview/Steps: You work for a digital marketing agency as a Marketing Analyst. Your agency has been hired by a client to evaluate its digital marketing strategy. The client has provided its SWOT analysis, a description of the business problem, and a proposed implementation plan. Your role is to determine how the implementation plan will affect the company's marketing mix and explain how future performance can be measured through key performance indicators. You will present your findings to the Chief Marketing Officer of your client's company.
Deliverable: Digital Marketing Mix Analysis using the Project Template. Must cite all external sources.
Templates & Guides (from Supporting Materials)
- Project Template (see Supporting Materials) - template for your digital marketing mix analysis
- Project Company Profiles (see Supporting Materials) - contains two company profiles to choose from, including SWOT analysis, business problem, and implementation plan
Coaches Tips:
- Assess the impact of the implementation plan on the product
- Choose one company from the Project Company Profiles and carefully review its SWOT analysis, business problem, and implementation plan
- Explain how the plan affects the product: features, quality, branding, digital offerings, or product positioning in the market
- Assess the impact of the implementation plan on pricing strategy
- Explain how the plan changes or influences pricing models, discount structures, perceived value, or competitive price positioning
- Consider whether the plan introduces new pricing tiers, promotional pricing, or shifts in value proposition
- Assess the impact of the implementation plan on place
- Explain how the plan affects distribution channels, online presence, platform selection, or how and where customers access the product
- Consider changes to e-commerce, physical locations, third-party platforms, or omnichannel integration
- Assess the impact of the implementation plan on promotion strategy
- Explain how the plan changes advertising, content marketing, social media, email campaigns, SEO, or customer engagement tactics
- Consider which digital channels are being added, removed, or shifted in priority
- Identify KPIs, challenges, and risks
- KPIs: What metrics will measure success? (conversion rates, website traffic, customer acquisition cost, ROI, engagement rates, social media reach)
- Challenges: What obstacles might arise? (resource constraints, technical limitations, competitive response, customer adoption)
- Risks: What could go wrong? (budget overruns, negative customer reactions, market shifts, technology failures)