MKT302 Digital Marketing

The purpose of this portfolio is to demonstrate your critical thinking and creative skills in the digital marketing space. Using the brand that you focused on in assessment 1 you are to design a digital marketing strategy for the brand.

Major requirements:

• Explain why the brand has been unsuccessful in their digital marketing strategy.

• Identify and describe the target customer the brand is trying to appeal to. Why does the brand not succeed in meeting the needs/wants of the target customer digitally (not in terms of product offering).

• You have been asked to implement Facebook into your digital marketing strategy. Please explain how you would implement Facebook and draw or visualise what an example of your marketing would look like. Use theory from the lectures to support your idea. Your visuals here will show a Facebook page. The Facebook page must show all details of the page including display picture, company information and an example of three Facebook posts.

• You have been asked to implement Instagram into your digital marketing strategy. Please explain how you would implement Instagram and draw or visualise what an example of your marketing would look like. Use theory from the lectures to support your idea. Your visuals here will show your Instagram page. The Instagram page must show all details of the page including display picture, company information and an example of three Instagram posts including hashtags.

• You have been asked to implement one other social media platform into your digital marketing strategy. Please choose a third social media platform, explain how you would implement the platform and draw what an example of your marketing would look like. Use theory from the lectures to support your idea. You must use a minimum of 4 references. These must comprise of:

• At least 1 academic articles/papers

• Up to 3 other sources of your choice

• Wikipedia, Slideshare, Businessballs, BizEd, Mindtools and other nonacademic sources are not considered to be authoritative and will attract low marks if used. If in doubt, consult your lecturer.