E-BUSINESS/ 1500 WORDS

Task: Digital Marketing Plan

· Individual task.

· write a Digital Marketing Plan for KELLOG´S. create a Digital Marketing Plan for the brand following these five steps:

1. Situation Analysis: Begin the plan with an audit of the brand’s current social media situation (with a SWOT and a TOWS).

2. Target: Identify your main target and describe two buyer personas within the target.

3. Objectives: Establish four objectives for your business and add a KPI to each one of them. You must have one objective per each of the main

categories addressed in class: (Awareness, Engagement, Conversion and Advocacy).

4. Strategy: Select, for each objective, the actions and channels to be used (for example: Contest on Tiktok; SEM on Google, etc).

5. Calendar: Draw a Gantt Calendar to plan the making and execution of each of the phases to accomplish the Plan.

· The student may support the chosen strategies, actions and tactics on other brands with a similar approach, academic texts and business reports.

· Academic references should be used to justify the characteristics of the targets (Google Scholar, EBSCO, etc).

Formalities:

· Wordcount: 1250 – 1500 words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography have to be in Harvard’s citation style.