Students should create a branding kit for their own digital marketing agency: Marketing Strategy in a Digital World Report, NUS

Learning Outcomes

Understanding of the role of e-marketing in the contemporary business environment.
Critical understanding of the relevance and application of internet technology in the marketing of both off- and online organizations
Critical understanding of how the Internet is located in a strategic business context
Critical understanding of the models and theories of e-marketing

Task 1

Students should create a branding kit for their own digital marketing agency. This may include (but is not limited to) a logo, font decisions, color pallet, imagery, and brand offerings. Students may provide commentary around their branding decisions e.g., why a particular color pallet has been selected.

Task 2

The Grill What’ is a small restaurant, housed in the Alexandra Food Market. It serves, arguably, the best western food in Singapore. The establishment is, however, still rather small and it is still not very well known or publicized. The prices are very reasonable.

Broadening its customer base will require fresh marketing efforts. There are no current digital marketing strategies being used at the moment. Moreover, no team members have digital

marketing experience and therefore a digital marketing consultant is required for Grill What Restaurant (this is a tentative name for it and the team is willing to change it).

Adopting the role of a consultant, you are required to submit a report of specific, bespoke digital marketing recommendations. This should provide your client with the elements of digital marketing best suited to meet their digital marketing objectives.

The report will either be a 15- minute vlog, 15-minute podcast, or an 850-word blog post. Each approach allows figures, tables, and appendices which students are encouraged to utilize throughout the task.

Please note, that figures, tables, and appendices are included in the word/minute count and therefore can be used effectively throughout the task, to complement your main discussion.

The underlying principle of task two is that the recommendations made in the report should be specific to the organization, and a generic description of the elements of digital marketing that are available to any organization. The recommendations must be underpinned by the core text’s digital marketing objectives, models, and frameworks.

Students should consider (but are not limited to)

How this kind of organization operates (Situational Analysis)
Customer Avatar(s)
Charlesworth’s (2018) Digital Marketing Objectives
McGruer’s (2020) Dynamic Digital Marketing Model
When providing a recommendation, not just stating ‘what’ the client should do (e.g., search engine marketing), but how they should do this, why they should do this, when they should do this, and which tools can assist with this recommendation, who should implement, where online will your recommendation be applied, etc.

Students do not need to include any costs [the price of a website, for example] however, as any marketing should give a return on investment, the approximate cost of your recommendations must be appropriate to the case-study organization and its resources [financial, physical, and human].

Task 3

As a separate task, your digital marketing agency will create a separate piece of content focusing on the present digital marketing environment. Students should consider the approach they have chosen for presenting their assessment (written, video or audio) and critically examine the use of this format and medium (blogs, vlogs, or podcasts) in the current digital marketing environment.

Dependent on the approach, this will either be a 15- minute vlog, a 15-minute podcast, or an 850-word blog post. Each approach allows figures, tables, and appendices which students are encouraged to utilize throughout the task.

Please note, that figures, tables, and appendices are not included in the word/minute count and therefore can be used effectively throughout the task, to complement your main discussion.

Students should consider (but are not limited to).

Examples of brands who are utilizing blogs/vlogs/podcasts in their digital marketing strategy
The identification of digital marketing success stories with blogs/vlogs/podcasts
The composition of the customer avatar for a blog/vlog/podcast you research
The current digital trends in relation to blogs/vlogs/podcasts
The identification of other digital marketing opportunities blogs/vlogs/podcasts bring

Task 4

Students are encouraged to access a free metrics platform such as Google Analytics and familiarise themselves with the interface of such platforms.

Focusing, on at least one metric of choice (e.g., bounce rates, average time spent on a page, engagement by location), students should provide analytical commentary [suggested 500 words in total] on how this metric is utilized within digital marketing strategy today.

Students should consider the key actions and decisions of the digital marketer in relation to this metric.

Again, this task allows figures, tables, and appendices which students are encouraged to utilize throughout the task.

Please note, that these are not included in the suggested word count and therefore can be used effectively throughout the task, to complement your main discussion.

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