It focuses on conducting an analysis of the current digital marketing strategy of organisation and developing a revised digital marketing plan for the organisation. The organisation will be chosen by the lecturer. Students are only to use secondary research and are not to contact the business directly to involve them in this process.

Students should apply relevant concepts, theories, principles, models, and frameworks to conduct an analysis of the organisations’ current digital marketing strategy in order to identify any problems and issues. To do this task, students will use what they have learned throughout the semester (from the textbooks, lecture slides, workshops, and other learning resources) and integrate them with their existing knowledge of business and marketing to devise a digital marketing plan.

In this digital marketing plan, students will make sound managerial recommendations as to how to refine the current plan, or propose an entirely revamped plan. The document should also detail how to implement the recommended digital marketing plan and how to monitor its outcomes.

Students are required to support their analysis, interpretations, recommendations, arguments, and conclusions with appropriate referencing to academic literature. At least six (6) peer-reviewed journal articles should be used in the solution/answers. Coursework from other universities or from non-academic websites, e.g. Wikipedia, should not be used as references.

The assignment submission will contain a written word document of maximum 3000 words ± 10% (excluding references). Please do not include an “Executive summary” in the case study analysis.

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