Topic: “Thorntons chocolate “digital strategic marketing plan’
Your Task:
You are required to produce an outline ‘digital strategic marketing plan’ for your live client project organisation. Please note, the format we will use for the plan is presented in Chapter 10 of Smith and Chaffey. We will consider this chapter in class in our final session, but I strongly advise you to read this chapter before you start work on this assignment.
Your marketing plan should be a maximum of 2,500 words in length (+ or– 10% and excluding appendices). Your marketing plan will of course have a number of components, or sections to it, and is likely to include an appendix. Although a marketing plan is a very practical document you are required to support your plan with well referenced, critical analysis, reflection and debate. You should draw on a range of theories and concepts presented in the course plus suitable readings from a range of relevant journals in order to justify your marketing plan.
Additional guidelines and more in-depth details of the grading criteria will be provided in a separate document later on in the module.
Reading and Other Learning Resources:
Please note, I consider the book by Smith and Chaffey to be a required purchase. The syllabus of the module will follow this text very closely and many of the workshop and seminar activities will come from it.