Scenario
The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Units 4 and 7. They have now asked you to develop a Digital Marketing Strategy based on this work.
Your Role
You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.)
1. Situational Analysis
• Analyze the current situation in terms of customers, intermediaries, and competencies.
• Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence.
2. Objectives
• Develop specific measurable objectives for a digital marketing strategy. Where do you want your company to be?
3. Strategy
• Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms?
4. Tactics
• Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel?
5. Actions
• Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics.
6. Controls
• Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics?
Deliverable Format
Requirements:
• The digital marketing plan must be at least 8–10 pages in length, in addition to the title and reference pages.
Related company standards:
• The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs.
• Use at least five scholarly or academic sources, formatted per APA.
Evaluation
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies through corresponding scoring guide criteria:
• Competency 1: Apply marketing theories and models to develop marketing strategies.
• Analyze the current situation in terms of customers, intermediaries, and competencies.
• Competency 2: Evaluate the effectiveness of marketing strategies and methods.
• Develop specific measurable objectives.
• Articulate short-, medium-, and long-term digital marketing strategies.
• Competency 3: Use data to support evidence-based marketing decisions.
• Differentiate various techniques to use for implementing strategies.
• Competency 4: Analyze the role of technology and social media in effective marketing strategies.
• Develop a project plan for executing each tactic.
• Develop specific metrics to monitor tactics.
• Competency 5: Communicate marketing needs, opportunities, and strategies with multiple stakeholders.
• Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
