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The assignment is to write about and critically evaluate some real digital marketing efforts. You may either write the case study about
1) a company or organization that you have contact with (preferred), either through a job or internship or through contacts established for this assignment, or
2) a company or organization you have read about in the news (still acceptable, but it will be harder to develop a deep understanding).
I want to give you specific expectations and structure for the assignment, but I also want you to maximize the value you get from working on this. The details below provide guidance for writing about a company’s (or organization’s) digital marketing efforts. If, however, you want to write your case about another element of the digital marketing ecosystem, e.g., a company that provides a digital marketing service for other companies (such as Group on or a marketing agency), please come talk to me and we will figure out how to make that work for this assignment.
Logistical Details
Please be clear about the sources of your information. If much of the information comes from personal communication, you can explain that source near the beginning of your report, and you don’t need to note the source and date of every fact gathered. If you use sources of information such as library databases, news articles, or websites, please give enough reference information so a reader could find your source. I have no preference among footnotes, endnotes, or notes within the document. (Just pick one format and stick to it.)
What Should the Case Study Contain?
Description and Critical Evaluation of Overall Marketing Strategy This section should only be about 25% of your case study.
• What products and/or services does this company offer? To whom (i.e., who is the target market)? Remember that target markets can be defined many ways, not just by demographics.
• What is the main value proposition to the target (i.e., what special value do customers get from the product/service that makes them choose it)? How is the company positioned relative to the competition?
• If the company doesn’t have clear answers to these questions, give your interpretation of how you think they are defining the target and the positioning.
• Please offer your critical evaluation of the targeting and positioning. For example, is the target market defined in a useful way? If not, what do you suggest? Does the company currently have a clear positioning? If not, what do you suggest?
Digital Marketing Strategy and Implementation In this section, you should explain what digital marketing approaches the company is currently pursuing, your interpretation of what they should hope to accomplish with them, your suggestions about what they could do differently, and your insights into which emerging technologies have the greatest potential to affect their business.
• What digital marketing approaches is the company currently using? o By approaches, I mean specific tactics such as email marketing, website design to improve search engine results, participating in social media, distributing an app, running display ads, affiliate marketing, etc.
o Approaches can also be broader than those specific tactics and include things like extending product value with online features, using customer data to customize pricing, or creating new channels of distribution. (Notice how I’ve covered all 4 P’s in those examples.)
o If you are not clear about what counts, please come talk to me. If they are doing a lot of different things, it is not necessary to list every last one. Focus on the major ones.
• What strategic objectives are being served by the current digital marketing approaches? o Note that if you are not clear how the company actually defines their objectives, I want you to write about how they should define them. The objectives should be a useful guide to action when deciding which digital marketing approaches to pursue.
o This is your chance to find the middle ground of “why†and “how.†If the company’s objective is to “make more money,†that is too broad—ask how? If the company’s objective is to increase facebook likes, that is too narrow—ask why?
• What is your advice about how they should manage their digital marketing going forward? o Explain what you suggest they do differently and why they should do it differently.
o Or, if you think they should continue what they are doing, explain why.
o Please provide performance measures for their current approaches.
o Make a case about what emerging digital technologies will be most important for them.
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