Students are required to prepare and develop a digital marketing campaign for a

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Dec 16, 2022


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Students are required to prepare and develop a digital marketing campaign for a brand of their choice using knowledge introduced in the module. The project should follow the sections of the SOSTAC plan. Students should pay particular attention to the feedback they received for the first attempt, as well as the assessment requirements explained below.
SOSTAC plan:
Situation Analysis
• The Situation Analysis section works as the introduction to the chosen brand’s current online situation. You can use a SWOT analysis to do this or take a more narrative approach. The situation analysis must also examine the online presence of immediate competitors (top 3 competitors) and demonstrate awareness of the chosen brand’s digital capability.
• Objectives must be concrete (measurable) and indicate a time component. Objectives must provide clear links to the digital marketing strategies that will be utilised in the next section.
• Strategies must consider the value proposition (VP) and/or online value proposition (OVP). Strategies must answer the first level of “how” regarding proposed objectives as per the SOSTAC framework (i.e., how do we get there?).
• Tactics represent the first stage of the implementation plan and must provide a clear path for idea implementation using a selection of tactical tools. Tactics must answer the second level of “how” regarding the strategies and must be addressing proposed objectives (i.e., how exactly do we get there?).
• Actions represent the second stage of the implementation plan and should cover the basic skills and related personnel that your proposed campaign will need (i.e., who does what and when). Development time should be considered roughly. Budget planning is optional.
• Controls represent the third stage of the implementation plan and should discuss what exactly will be measured (and how this will be measured) to determine whether objectives are being met.
• You should use the appendix to demonstrate the practical application of module learning in the context of your campaign. There is no such thing as a “checklist” for the appendix. You may consider: the digital marketing mix, website/app design, data driven marketing, emerging digital technologies etc.


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