Digital Marketing Discussion Paper
Mock Assignment
This task is similar to the assignment you will be required to complete for your final assessment. By completing this exercise, you will gain valuable experience in applying your knowledge in an assessment format.
You will see some generic feedback posted by “LSBF Task Feedback” in the top response in the forum below.
After you have posted your own response, read through this feedback carefully, think about how it applies to your own work, and how you might make improvements or alter your approach next time.
You have been appointed as the new Marketing Manager for the international airline Lufthansa ( (Links to an external site.)).
Your first assignment from the CEO is to develop a new digital marketing strategy.
The primary aim of the new strategy should be to boost profit margins by increasing the return on marketing investment ratio.
You are required to present a comprehensive plan detailing your strategy.
The report must be no longer than 1500 words, and must include the following chapters:
Introduction: Briefly introduce the organisation, the market environment it is operating in, and clearly and logically set out the aim of the report. [15 marks]
Critical review of literature: Critically evaluate and properly reference prominent theories and models explaining key benefits of digital marketing compared to traditional marketing, characteristics of digital media compared to traditional media, e-marketing communication tools, digital channel performance, and social media marketing. Make sure an evaluation is carried out rather than a description of the literature. [30 marks]
Findings/Results: Critically analyse the company’s current digital marketing strategy, using the SOSTAC planning framework. [30 marks]
Conclusions/recommendations: Based on the above analysis, draw conclusions on the digital strategy of your company and make specific recommendations as to how it could be improved. [25 marks]
