In your role as Marketing Manager of your own organisation, or an organisation of your choice *, you have been asked to consider how online communities could be utilised.
CHOSEN ORGANISATION – RETAIL E.G. JEWELRY/LUXURY GOODS
Provide a background to your chosen organisation that gives an overview of the customer base and the level of maturity in the use of online communities
Compare and contrast two online communities across different market sectors from your chosen organisation
Recommend a justified digital marketing strategy for creating/enhancing and managing an online community for your chosen organisation. Within this, determine the digital marketing mix required to promote the online community.
Explain how the online community could be integrated into the chosen organisation’s wider marketing activities
