In groups of $4$ students, your task is to develop a comprehensive digital marketing

plan for the assigned organisation and issues $($see Client Brief below$),$ which

includes many sub$-$components that you would have developed in the weekly

learning activities.

$$ The digital marketing plan will need to include the following sections:

$1.$ Brief description of the Client

$2.$ Brief description of the Product and Market

$3.$ Two or more marketing objectives & goals

$4.$ Detailed description of the Customer Persona

$5.$ Detailed description of the Customer Journey $($Map$)$ The Client Brief: College of Business, Murdoch University

CLIENT ORGANISATION: College of Business, Murdoch University.

PRODUCT$/$SERVICE: Masters of Business Administration $($Global$)$ offered by the College of

Business, Murdoch University.

TARGET MARKET: Domestic market including internationals already residing in Perth. There will be subsegments within this target market, but the choice of sub$-$segment is yours.

BACKGROUND: The primary communications objective is to increase the number of inbound leads $($i$.$e$.$

applications to the course$)$ attributable to marketing efforts. There may be other ancillary communications

objectives, but the priority is leads. Your focus remains the Digital Marketing Plan and how the College of

Business will need to achieve its marketing objectives through this Plan.

EXPECTATIONS: The Client expects a comprehensive digital marketing plan, which contains several

important sections of varying length and detail. You will work with your tutor who will be your dedicated

consultant over the span of eight weeks who will use the workshop learning activities to guide you on the

development of each section. It is critical that you prepare and participate well in these sessions as

the final assignment will be a result of consistent effort over eight weeks.