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EMM Assessment Brief 2023 Debra

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Course and Stage: GBM

Lecturer Kathy Clarke


Subject: E Marketing Metrics
Study Mode: Full time Part-time
X
Assignment Title: Local E Marketing Plan – Debra Ireland
5,000 – 1,000 – 1,250 per Weighting 100%
group member
Due date: April 23rd - Assignment Submission on Moodle
May 3rd Presentation to client in class and submit on Moodle
Submit assignment to: Submit word doc on Moodle – April 23rd 2023

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Assignment Brief

The task is to compile a comprehensive profitable e Marketing plan word document for Debra Ireland
following their objectives and present the plan to the client at the end of term. www.debra.org

The client will brief options for objectives. Your task is to deliver the plan to the set objectives . The CEO
from Debra Ireland will brief everyone on Feb 22nd 2023. Attendance is MANDATORY

Your challenge as a group is to identify brand awareness and positioning opportunities and implement
innovative strategies to achieve goals. Target Market identification and Personas and The Customer
Journey will be key features of your campaign. For this assignment students will work as a group.
No.in Group is 4 – 5 maximum and will be agreed in class and will follow group policy procedures.

Additional Information
The e-Marketing/digital plan will follow the *SOSTAC framework covered in class and will include the
following sections: *An alternative framework is acceptable provided learning outcomes are covered.

I. Situation Analysis: THIS MEANS - Where are we now?


Provide a summary of the business as it is now – some areas to include - key Internet and relevant
consumer trends, e.g. (What is changing in the on-line world)? What are the current trends, landscape of
the sector? PEST analysis political, economic, social, and technological factors relevant to the plan
specifically. Also include a SWOT, competitor analysis and secondary research and implications for the
plan/company. Covid implications. This section should clearly outline information about the company,
the target market, the rationale for specific market choice, any information on market trends, size/demand,
current marketing activity, cust journey and a positioning statement.
The situation analysis will serve as the foundations for your specific recommendations, objectives,
and strategies of your plan.

II. Objectives: THIS MEANS - Where are we going and where do you want to get to?
E.G Evaluation e Marketing as a means of getting closer to the customer. Why online? What are the
benefits? The company will provide specific objectives – you must follow these and support with research
from section I. h in part 1,. Ensure that all objectives are measurable, time-bound, and clear i.e., ensure
that they are SMART! Incorporate Chaffey’s 5 S’s! (Please note the client will provide the objectives-
you need to ensure they are SMART).

III. eStrategy: THIS MEANS - How to get there?


Strategy summarises how to fulfil the objectives you have been provided by the client. Include any trends
that your business is responding to. Which segments will be targeted with which propositions? Justify.
You should then outline the sequence of events that need to happen, and the integration required to fulfil
your strategy. Which media mix will you use to fulfil your objectives?

Include the following (SIT)


Sequence: what comes first? Are there a series of stages or key dates?
The 7 ‘ps’ of e Marketing mix, on-line objectives (Chaffey’s 5 x ‘s’).
Integration: How should the site be integrated with offline activity? What type of integrated databases to
use?
Tools: What activity is required to enable the above?

IV. Tactics: THIS MEANS – Tactics explain how to implement the strategy. How? The details of
the strategy,
Which tactical e-tools will you use to implement the stages or sequence set out in the strategy?

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Sequence: what comes first? Are there a series of stages or key dates? How?
Choose activity - Example:
• First build information web site/app/Facebook page
• Then generate traffic - E.g., execution of PPC ads or a series of opt-in emails.
• Next introduce e Commerce
• App
Integration
• How should the site be integrated with offline activity if any?
• What type of integrated databases to use?
Tools: What e-tools required enabling the above delivery? E.g., execution of PPC ads or a series of opt-in
emails. A summary budget is also required for e Marketing costs.

V. Actions: THIS MEANS - Which action plans are required to implement the strategy?
What actions must be taken to create to achieve each element of the tactics? Each is a mini project.
When? Time and budget, Risk Management, performance diagnosis, corrective actions.

VI. Control: THIS MEANS - How do we manage the strategy process?


A good plan should have control systems in place to determine if the work you have done is working! In
this section you will provide a full budget with breakdown and describe which metrics you will use to
measure the success or failure of your plan. These need to be outlined clearly and built into the plan and
link directly with your objectives. Remember your plan must be profitable!!

Some sample KPIs that you might measure include (must link to your objectives):
• Sales (number of and source of)
• Enquiries (number of and source of)
• Subscriptions (number of and source of)
• Conversion rates
• Number of visitors (unique and repeat)

Marks are awarded under the following:


Weighting 30% - Situational Analysis of macro and microenvironment - Identify opportunities,
problem/solution based on set objective using research.

Weighting 30% - Create e Marketing Strategy and On-line/integrated techniques to meet objectives and
link to target market.

Weighting 15% - Budget and Action plan for implementation of tactics

Weighting 20% - Presentations

Weighting 5% - Reflection and Evaluation

Total 100%

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Assignment Guidelines
• Submit your assignment on the date required via Moodle only – One group member to upload
only
• Assignments must have a cover sheet signed by all group members and uploaded as part of the
overall document
• Late assignments to be submitted directly to course administrator.
• Please DO NOT email assignments to the lecturer.
• 12pt font 1.5 spacing.
• Poster Presentation required to be presented in class.
• Marking criteria (as above)
• Format – Word documents accepted only , well structured – separated titled sections, with
financial summary on separate sheet, use consistent font throughout, attention to grammar and
spelling, well referenced using the Harvard methodology

Learning Outcomes Addressed in this Assignment.

1. Critically evaluate the e-marketing/digital environment and the threats and opportunities it
presents to demonstrate and master skills necessary to provide e-Marketing solutions to support
overall business objectives
2. Research the unique characteristics of the online consumer and appreciate the new approaches
needed to reach them
3. Demonstrate a comprehensive and systematic understanding of technology, e- tools and
techniques used in e-Marketing or as part of an integrated approach to serve local and global
markets
4. Critically appraise the implications for the traditional marketing mix (product, price, promotion,
distribution) in the online world
5. Demonstrate advanced understanding of digital marketing channels and be able to apply best
practice when developing global strategies
6. Design and defend a comprehensive e-Marketing plan for a chosen business
7. Critically evaluate both traditional marketing metrics and emerging web analytics in terms of their
value to marketing today
8. Develop fluency with regards to metrics, and be able to make recommendations for the
appropriate metrics to use across a variety of online and offline marketing activities
9. Possess an appreciation of the important relationship between e-Marketing/digital marketing
planning and finance and ensure best practices and tools are engaged by reading and researching.

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