Unit VII Assignment In application of the concepts learned in this course, you will compile a digital marketing plan. As a reminder, a digital MKT 5302, Strategic Digital Marketing 2 marketing plan is a document that shares the details for all of the planning for digital marketing campaigns and actions. You will take on the role of an entrepreneur of a new business startup of your choice. For this assignment, your digital marketing plan should include the elements listed below. Company Overview Discuss your companys business model, and relate it to the 7 Ps. Discuss attraction, conversion, and brand loyalty in terms of your companys digital marketing strategies. Target Market Identification Identify the companys target market and their characteristics. Situation and Competitive Analysis Compile a SWOT (strengths, weaknesses, opportunities, and threats) analysis for a real company that would be a competitor of yours. Include a minimum of three points in each area. Relate the SWOT analysis to the companys marketing actions. Tracking Measures Determine ways to track your companys key performance indicators (KPIs). Discuss the value in tracking KPIs. Marketing Tools Identify a minimum of five marketing tools that will be used in your company, and include your rationale for the selection and effectiveness of each tool. Include a discussion around how these tools will reach the target market you described in Unit VI. Marketing Platforms Identify a minimum of five marketing platforms that will be used in your company, and include your rationale for the selection and effectiveness of each platform. Explain how you could utilize web design to enhance your digital marketing. Measuring Results Identify a minimum of five measurement methods that you will use to determine whether your digital marketing campaign is effective by applying the Strategic Alliance Framework (SAF) to your company. Discuss how the use of web analytics will be handled ethically in your company. Future Goals Discuss how advancements in technology affect your digital marketing plan. Apply the 7 Cs to your company. Your marketing plan should be written in a professional format and should include 8-10 pages in length. Feel free to make reasonable assumptions to support your paper as needed. Your plan should be submitted in a Microsoft Word document or PDF format.
