Organisation Scenario

• Brief Background of the chosen organisation • Current products/services • Brands • Product categories • Customer base

Title of Assignment

“Business Development through Digital Marketing Campaign”

Task One: Marketing Audit

1.

1) Identify the current and future challenges for the chosen organisation

2) For this evaluate in detail both external and internal environments from relevant information of a range of range of sources and analysis using appropriate marketing audit tools, frameworks, models for SWOT

2. Rationale for the choice of Digital Marketing Campaign with an evidence base for the development of the marketing plan

Task Two: Marketing Plan
To respond to a competitor’s digital marketing campaign to aid business development 1. Summary of the main findings (key issues) of the marketing audit (by highlighting) • the organizational situation through marketing audit as an evidence base for marketing plan 2. Details of marketing plan 1. Specific timescale 2. All necessary components of marketing plan 3. Competitor Analysis (Operational and Strategic elements of competitor’s digital marketing campaign 4. Availability of the organisation’s skills and resources 5. How to deploy the organisation’s skills and resources to achieve the desired outcome

Task Three: Evaluation Report (Primary/Secondary data with reference)
How the marketing planning process can respond to a competitor’s digital marketing campaign

1. Explanation and assessment of the way in which the marketing planning process can benefit the organisation 2. Critical evaluation on undertaking the marketing audit from both conceptual and practical perspectives a. Critically evaluate the role of the marketing audit as part of