Online Brand Marketing plan


Module: Digital Marketing and Communications: BHO0172

Assignment Title: Online Brand Marketing plan

Note: This assignment contributes to 50% of the total module mark.

Learning Outcomes

4. Research and assess opportunities for the application of digital marketing and communications practices within specific markets

5. Create detailed, actionable e-marketing plans

6. Identify the information, systems and process requirements for successful integrated, customer-focused e-marketing management

7. Apply quantitative techniques to analyse marketing data

Identification of group and individual components:

The assignment is to be completed individually by each student.


Assignment task

For the purposes of this assignment outline and detail an online marketing plan for an organisation based on one of the scenarios below.

You are required to select one of the scenarios below and then undertake the following tasks:

• Clearly define the marketing environment for the organisation.

• Using an environmental framework Identify in depth areas of opportunity and weakness and use these to formulate the objectives of your marketing plan.

• Detail your strategy and how you intend to implement it. You will need to consider your niche and target market strategy alongside your positioning and differentiation strategy. In addition identify your domain name with costs.

• You will be expected to implement your ideas and therefore you will be required to develop a fully functioning website prototype or a Mobile Application which includes as a minimum 5 pages/screens. You will need to include a wire frame and a navigational outline to show that the necessary information and planning process has taken place.

• As part of this implementation processes detail your social media and SEO awareness strategy if you have one.

• Identify what are the key metrics you will use to help you identify your success rate in meeting your objectives. You will need to develop a measurement strategy based on defined online metrics and analytical criteria.

• Reflect on the information and process developments. Carefully consider, style, layout and appropriate e-marketing activities that were integral during the implementation phase.

Reflect on the decisions you have made and the ideas you propose and give full justification.

This is an individual written assignment. 3000 words maximum.

Assignment Scenario 1 – Insurance Company

You are a Digital Marketing consultant who has been approached by a small insurance company known as “Outwordly Insurance Ltd”. They are a small organisation whose primary business goals revolve around providing car and home insurance in the town of Huddersfield. Over the last few years Outworldly insurance has struggled in the very competitive insurance market. They have identified that they need to diversify their market and product range but they have no idea on how to accomplish this. They sell the following products:

• Car insurance
• Contents insurance
• Buildings insurance
Currently they do not have an online presence and no mechanism to engage with their current or past customers. They want you to help remedy this; they envisage that their online presence should be used for retention.

Therefore your job is to develop an online marketing presence which allows “Outworldly insurance” to compete within the online environment. You will need to write a report and create an online presence that allows Outworldly insurance to:

• Increase engagement with their users
• Develop relationships across multiple channels.

You must remember that Outworldly insurance has zero experience of the online environment with their skillset primarily anchored in the offline environment.

Guidance Notes:

You should support your work throughout with evidence from good quality academic (journal articles, textbooks, conference proceedings, etc) and business sources. All material you reference should be cited fully using the standard referencing style, both within the main body of your report and in a clearly marked References section at the end.

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