Group Assignment Outline

Your group will be given a specific brand objective and you will be required to develop a Digital Marketing
Plan for the brand allotted to you.

You will split your work into three phases as described below;
A. Submission 1 covers Phase A and is done only via Moodle.
B. You will have a ‘check-in’ meeting with me (as a group) where you will explain the work done so far.
This will give you an opportunity to course-correct and refine your work for Phase C.
C. Submission 2 is a Moodle upload and an in-person presentation covering your Metrics and Budgets
Plans.

Your Digital Marketing Plan must be designed to achieve the specific objective. The detailed plan must
contain the following components:
1. Submission 1
a. Situation Analysis
i. Competitive SWOT - Relative to your brand
ii. Brand Assets Analysis: YouTube, Social Media and Website
iii. Market Overview - Make this brief
b. SMART Marketing Goals
c. Target Audience Definition
i. Marketing Personas Definitions
ii. Consumer Journeys Overview

2. Submission 2
a. Digital Marketing Activities
i. SEO Plan
1. Keyword Choices
2. Expected Search Volume
ii. Social Media Plan
1. Content Plan
2. Expected Outcomes
iii. Advertising Plan
1. Social
2. Video
3. Display
4. Shopping
5. SEM
b. Metrics
c. Budgets

Deliverables:
Submission 1: PDF file sent through Moodle
Submission 2: PDF file sent through Moodle
Comprehensive Final Presentation (all components of Phase A and C) and viva: in person (end-November
or early-December)
Groups 1, 4, 7, 10 & 13 - Amul SODC -
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Groups 2, 5, 8 & 11 - Blue Tokai Coffee -

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Groups 3, 6, 9 & 12 - Royal Enfield Hunter -

2023-10-11_DMAC201_GroupAssignment_Outline_RoyalEnfield