Digital Marketing, Systems & Techniques

Question 1 70% of overall mark

You have been appointed as the Marketing Manager of a fast growing fitness fashion company which is launching a new range for sports clothing aimed at Yoga / Gym activities. The company’s other products are currently available through a variety of physical and online stores but it wants to increase sales through its own eCommerce site. Current marketing activity uses a mix of digital and traditional channels. You can make further assumptions about the business as long as they are clearly stated.

Your first task is to define a multi-channel marketing campaign for the launch with a budget of around £50,000. Your plan must provide, in business report format:

1./ A brief overview of the market and assessment of competitors, focusing on the implications for the business.

3./ A definition of target market segments and relevant customer personas.

4./ Justified channel/content selection with indicative costs.

References from both academic and commercial sources should be included.

DEADLINE:

To be submitted electronically in ONE file (instead of separate files) in supported types (e.g. MS Word, Acrobat PDF, Postscript, Text, HTML, WordPerfect (WPD) and Rich Text Format, and maximum file size is 40MB) electronically using the appropriate web-form via Tabula BEFORE 12:00 noon UK time on Monday, 28 JULY 2020.

If assessed work is submitted late, the following penalties will be incurred:

· Penalties for lateness may be applied at the rate of a 5 marks deduction per University working day after the due date, up to a maximum of 10 working days late. After this period the work may be counted as a non-submission.

[NB for students who started their course prior to 1 August 2019, a 3 marks deduction per University working day applies.]

Note - submission after the deadline time on the submission day will count as 1 day late

Complete your assignment from here (heading styles have been set up to assist you in this work) (Delete the instructions before you save and submit your work):

MODULE TITLE

Table of Contents

1 Heading 1 – Suggested that you use this for each Question answered 4

1.1 Heading 2 – suggested that you use this for each sub-heading in each question answered 4

1.1.1 Heading 3 – you may use this heading as appropriate 4

Enter a page break here and between each question

1 Heading 1 – Suggested that you use this for each Question answered

1.1 Heading 2 – suggested that you use this for each sub-heading in each question answered

1.1.1 Heading 3 – you may use this heading as appropriate