CW2, M065 (JAN COHORT 2018)
Task 2 – Individual Social Media Marketing Plan (60%) Deadline – 2,000-
You have been asked to develop digital marketing objectives, strategy, tactics, action and control on the
same company as CW1. You are required to write a digital marketing plan on ONE DIGITAL TREND that
the company could use in the next 5 years (e.g. AI, VR, Chatbots etc…). The strategic elements of the plan
should be presented in a report format and developed for senior management. All recommendations
within the plan must be supported by robust data and information on your chosen organisation –
Company X and its digital marketing environment.
(A) Analyse the key areas of the digital marketing environment which relates to the selected DIGITAL
TREND. In relation to the selected DIGITAL TREND identify key digital strategic options for the chosen
organisation- Company X with a focus on increasing online customer acquisition.
(B) Develop TWO SMART long term digital marketing objectives for your chosen organisation- Company
X focusing on improving customer acquisition through digital marketing. The TWO objectives must relate
to the selected DIGITAL TREND.
(C) Recommend a justified digital marketing strategy and tactical mix for your chosen organisation AND
selected DIGITAL TREND, focusing on supporting improvements proposed for customer acquisition.
Task 2 (a): in order to meet the requirements of Task 2 (a), candidates will first need to analyse key areas
of the digital marketing environment e.g., by completing a TOWS analysis. The outcome of this analysis
should provide clear strategic options, linked to relevant findings to support key digital strategic options
put forward for the chosen organisation – Company X to focus on increasing online customer acquisition.
Task 2 (b): candidates should develop TWO clear digital marketing objectives for their chosen
organisation- Company X that focus on improving customer acquisition through digital marketing. The
marketing objectives should be SMART and credible in the context of the chosen organisation Company
Task 2 (c): candidates are required to develop a justified digital marketing strategy linked to improving
online customer acquisition, and a digital marketing mix of tactical activities that can be implemented to
achieve this strategy.
Both strategic and tactical activities need to focus on how and why the recommendations made to
support an improvement in online customer acquisition, drawing on relevant theoretical concepts and
The digital marketing strategy document needs to be well structured, concise and clear. Focus on online
customer acquisition throughout the relevant strategic recommendations is vital. All recommendations
across objectives, strategies and tactics should be justified, and there should be clear synergy between
the strategy recommended and the supporting digital marketing and tactical next.
CW2, M065 (JAN COHORT 2018)