Subject:  Global Marketing and Digital Business

Assessment 2: Global Marketing and Online Business Marketing Plan (60%)

Formulate a global marketing plan for an online business of your choice.
Criteria: • Select a real life company • Critically evaluate the current online business marketing plan • Find out weaknesses and areas for improvements • Develop on the weaknesses • Justify, that your proposed marketing plan is ethical

Assessment 2 Deadline

Submission date: 20 May 2018 • Submission: Online via Blackboard • Time: 11:59 pm • Word count: 2, 500 words (excluding appendices) • Format: Report layout

Suggested Wordcount %
Global Marketing and Digital Business
• Introduction 5% • Organisational Profile and Industry Analysis 10% • Situational Analysis (Internal and External) 25% • Challenges identified from the analysis and Objectives to achieve 10% • Market Entry, Marketing + Online Strategies and Tactics 30% • Implementation 10% • Conclusion 10%

Assessment Criteria

Global Marketing and Digital Business
• Organisation and Coherence 10% • Content 25% • Clarity of Expression 10% • Level of Analysis and Synthesis 30% • Use of Literature showing Knowledge and Understanding including Referencing 25%

Format of Plan (Host Country)

Global Marketing and Digital Business
• Introduction – Aim of the plan and key areas to be addressed including models and theories used • Organisational Profile and Industry Analysis – Background of the organisation – Five Forces and competitors’ profile • Situational Analysis (Internal and External) – PESTLE, SWOT (digital analysis)

Format of Plan (Host Country)

Global Marketing and Digital Business
• Challenges identified from the analysis and Objectives to achieve
– Select at least 3 issues from the analysis
– Select objectives (Digital, Marketing and Communication) SMART
– Segmenting, Targeting, Positioning and Branding • Market Entry, Marketing + Online Strategies and Tactics
– Market entry strategy (Hierarchical, Intermediate, Export) – Marketing strategy (Ansoff/Porter’s Generic Strategies)
– Digital marketing strategy (e-commerce)
– Marketing mix tactics (Product/Price/Distribution/Promotion strategies) – ethical approach

Format of Plan (Host Country) 
Global Marketing and Digital Business
• Implementation – Who is assigned what task? Timeframe?
– Gantt chart
– Control and evaluation (How would the plan be monitored and measured?) • Conclusion – Summary of the key points discussed in the plan
Note : Strategies, tactics and evaluation should be aligned with the objectives

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