Your task Using the same company that you were assigned with in the first assessment, individually, you are required to prepare an Integrated Digital Marketing (IDM) plan and present it as a 2000 word report. Please note that If you focus on any other company than the one your workshop facilitator provides at the beginning of this subject, your submission will receive a grade of zero. Assessment Description. In this assessment, students will be given the opportunity to create strategies on how to overcome risks in digital marketing and communication. There will also be an opportunity to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate them with more traditional marketing strategies. In addition, students will be given an opportunity to compare emarketing with traditional and blended methods to identify future opportunities for business growth. Assessment Instructions Using the findings from your first assessment, you are required to review the companys digital marketing problems by developing an Integrated Digital Marketing (IDM) plan in an attempt to solve these problems with the use of digital marketing knowledge you have learned from this subject. Your key objective is to integrate your subject knowledge by focusing on the set of digital marketing models and frameworks, strategies and tactics, to generate a personalised and successful IDM plan for your company. Your plan must attempt to raise awareness and generate interest in your companys product/service to a target segment. You must include tools to monitor your campaign and to measure its digital impact, e.g., subscribers, Instagram likes, Facebook comments, Twitter retweets, blog mentions, and so on. The recommendations provided should showcase your creativity while still being feasible. Your digital marketing plan report should follow the format below: 1) Introduction (Approximately 400 words) a. concisely describe your companys current business mission, strategy and operations, the industry in which the company operates, industry trends, major competitions, client strengths and weaknesses in relation to major competitors, macro-environmental threats and opportunities, and current digital presence. Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. b. Describe the companys marketing strategy in terms of current product/service offerings, the target markets to which these are directed, customer segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to its customer segments. 2) Integrated (traditional + digital) Marketing Strategy (Approximately 400 words) Based on 1a and 1b points above, identify the primary marketing challenges (justified by the audit from the first assessment) being faced by the company and any recommendations you may have about how these could be addressed. Summarise your justification for changing your companys marketing strategy to achieve digital integration by re-targeting marketing efforts, re-defining customer segments, re-positioning product/service offerings, and/or changing value propositions. Identify specific changes being proposed in product, price, channel and promotion strategies through digital transformation. 3) Digital Marketing Plan (Approximately 1200 words) Describe your proposed digital marketing plan in detail. Then, for each item or activity listed, discuss how it will help the company achieve the recommended marketing strategy, address the marketing challenges youve identified, and capitalise on any new digital marketing opportunities related to these challenges. In describing the digital assets/platforms, e.g., tools, you believe the company should implement in their strategy, please bear in mind that not all digital platforms discussed across the trimester need to be implemented. Therefore, only use the ones you believe are directly related to the company and the ones you see as the best tools to help the company to achieve its objectives and digital integration. Use your judgement in selecting the digital platforms and include making selections from items covered in the subject, including but not limited to: - SEO/Analytics; - Social Media Marketing, e.g., Facebook advertising; - Social Media, e.g., creation of a Facebook fan page; - Mobile Marketing; - Email Marketing; - Content Marketing; and - Any of the trends highlighted in the second assessment. 4) Concluding statement (Approximately 500 words) Use this section to summarise the highlights of your digital marketing plan. 5) Reference List (Not included in the word limit of your submission).

The company is TKMAXX which is based in Australia, UK, Usa