The role of E-Marketing consultants
The role of E-Marketing consultants, develop an e-marketing plan for a brand ( to the brand developed in Part A of the module) you should create a 2000 (+/-10%) word report.
First, you need to provide a synopsis of the brand you developed within part A of this module. Please place within an appendix and this should be your benchmark as the starting point for the report.
Second, select a competitor brand which is already established within the market plan. This competitive brand will provide the focus of your analysis. Within your report, you must provide the following:
A full and detailed situation review of the competitive brand, including their environment (macro-factors, competitors, customers, online marketplace).
A critique of a key competitors current strategy/campaign?. What has been their response to their marketplace? An evaluation of their current initiatives. What are they doing, how well are they performing?
Finally and most importantly, you should provide detailed recommendations on what strategy you should adopt, which channel initiatives you should implement or improve (such as a Facebook page). Provide some key recommendations for developing your brand (within appendix A) to the marketplace.
The rationale underpinning the recommendations must be offered. You must reference appropriate models and concepts from the theory. The purpose of this report is for you to demonstrate your knowledge and understanding of emerging theories of e-Marketing as well as your ability to ˜practically’ apply these theories to an established brand.
Why: To demonstrate an awareness of the strategic motivations and barriers towards the creation of an e-Marketing strategy; to outline the variety of e-Marketing tools employed by businesses and critically discuss their value, potential application and the process involved in their creation; to critically review and develop criteria to evaluate the effectiveness and efficiency of e-Marketing tools. To identify and critically analyse the form and function of e-Marketing within established and emerging marketing paradigms. (Learning outcomes 4,5 & 6).
How: You should research e-marketing journal articles, books, relevant industry reports, websites, trade press and broadsheets to demonstrate your understanding of both theory and practice. You should also demonstrate a detailed awareness of the e-marketing activities of the selected company/brand.