Digital Marketing: Engaging with the Customer
Main contact
Timeline
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February 8, 2022Experience start
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February 11, 2022Project Introductory Meeting
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March 15, 2022Interim meeting
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March 19, 2022Social Media Strategy & MarTech workshop (company-led)
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March 19, 2022Reflection on campaign delivery
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May 31, 2022Experience end
Timeline
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February 8, 2022Experience start
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February 11, 2022Project Introductory Meeting
Online or in-person meeting between students and organisation to confirm: project scope, communication styles, and important dates. The company will clarify information about its marketing goals, digital channels, business model, customer value proposition, competitors, marketing measurement.
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March 15, 2022Interim meeting
Online or in-person meeting approximately half way through the course to allow students to gain feedback on their analysis and recommendations and to obtain further information from the organisation.
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March 19, 2022Social Media Strategy & MarTech workshop (company-led)
A virtual interactive workshop where the company gives a detailed overview of its social media strategy to engage with the customer and the MarTech it deploys to deliver and measure that strategy.
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March 19, 2022Reflection on campaign delivery
After a one month long social media campaign, students will present their results to the company.
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May 31, 2022Experience end
Experience scope
Categories
Digital marketing Communications Market research Market expansion Product or service launchSkills
digital marketing data analysis competitive analysis marketing strategy researchStudents will undertake a critical analysis of the company's digital marketing strategy, how it drives customer engagement, and the MarTech it deploys to deliver and measure that strategy. This analysis will be undertaken against the backdrop of the company's customer value proposition, segmentation and positioning.
Learners
The students work on their projects individually and submit a strategy report at the end of the course.
Project timeline
-
February 8, 2022Experience start
-
February 11, 2022Project Introductory Meeting
-
March 15, 2022Interim meeting
-
March 19, 2022Social Media Strategy & MarTech workshop (company-led)
-
March 19, 2022Reflection on campaign delivery
-
May 31, 2022Experience end
Timeline
-
February 8, 2022Experience start
-
February 11, 2022Project Introductory Meeting
Online or in-person meeting between students and organisation to confirm: project scope, communication styles, and important dates. The company will clarify information about its marketing goals, digital channels, business model, customer value proposition, competitors, marketing measurement.
-
March 15, 2022Interim meeting
Online or in-person meeting approximately half way through the course to allow students to gain feedback on their analysis and recommendations and to obtain further information from the organisation.
-
March 19, 2022Social Media Strategy & MarTech workshop (company-led)
A virtual interactive workshop where the company gives a detailed overview of its social media strategy to engage with the customer and the MarTech it deploys to deliver and measure that strategy.
-
March 19, 2022Reflection on campaign delivery
After a one month long social media campaign, students will present their results to the company.
-
May 31, 2022Experience end
Project examples
The students use Paul Smith's SOSTAC model (Situation Analysis, Objectives, Strategy, Tactics, Action, & Control) [https://prsmith.org/sostac/] to analyse the organisation's current digital marketing and make evidence-based recommendations for future strategy.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Main contact
Timeline
-
February 8, 2022Experience start
-
February 11, 2022Project Introductory Meeting
-
March 15, 2022Interim meeting
-
March 19, 2022Social Media Strategy & MarTech workshop (company-led)
-
March 19, 2022Reflection on campaign delivery
-
May 31, 2022Experience end
Timeline
-
February 8, 2022Experience start
-
February 11, 2022Project Introductory Meeting
Online or in-person meeting between students and organisation to confirm: project scope, communication styles, and important dates. The company will clarify information about its marketing goals, digital channels, business model, customer value proposition, competitors, marketing measurement.
-
March 15, 2022Interim meeting
Online or in-person meeting approximately half way through the course to allow students to gain feedback on their analysis and recommendations and to obtain further information from the organisation.
-
March 19, 2022Social Media Strategy & MarTech workshop (company-led)
A virtual interactive workshop where the company gives a detailed overview of its social media strategy to engage with the customer and the MarTech it deploys to deliver and measure that strategy.
-
March 19, 2022Reflection on campaign delivery
After a one month long social media campaign, students will present their results to the company.
-
May 31, 2022Experience end