Digital marketing and communications plan
In assessing your digital marketing report, your module leader will allocate marks for the following:
An executive summary of the organisation (5 marks)
A discussion of the impact of the components of the macro-environment on the digital communications plan (Political, Social, Technological, Economic etc) (15 marks)
A discussion of the impact of the components of the micro-environment on the digital communications plan (Consumers, suppliers, intermediaries, competitors) (15 marks)
An application of the SOSTAC planning framework to the Bradford 2025 initiative. This should include the situation analysis, objectives, strategy, tactics, actions, and control (35 marks)
An evaluation of the digital communication tools and channels which will be applicable and utilised within your chosen strategy (i.e., search engine marketing, online PR, online partnerships, display advertising, opt-in email, and social media marketing) (10 marks)
Strategic recommendations on digital tools for audience development/engagement (10 marks)
Describe the potential impact of the proposed strategy on Bradford City Council and associated Bradford 2025 bid. (5 Marks)
Use of academic literature, good academic writing, correct referencing in-text throughout the essay, good structure, and appropriate reference list (5 marks)
