Looking to elevate your organization, and bring it to the next level? Bring on students from the University of Southampton to be your student-consultants, in a project-based experience. Students will work on one main project over the course of the semester, connecting with you as needed with virtual communication tools.

Students in this module will be studying the unprecedented range of applications that support digital marketing, ranging from ‘out of the box’ applications to support changing digital ecosystem such as e-mail marketing, search engine marketing, social media marketing, affiliate/influencer marketing as well as enabling technologies for marketing such as website design, user experience implementation, engagement and metrics.

Students will complete a 4000-word report, which covers the following areas:

1. Situation Analysis: A snapshot of the micro environment including a summary of the key market, current marketing strategies (with the focus of digital presence), as well as competitors.
2. Customer Persona + Customer Journey Map: Students will identify the customer segment and create a customer persona based on this particular segment. This segment might be an already existing one, or students can come up with a new segment that they believe might be of interest. Based on the customer persona, students will need to create a customer journey map (with a focus of digital presence). Choices will need to be justified.
3. Objectives and Goal Setting: Based on the customer persona and customer journey map, students will need to set objectives and goals for the digital marketing strategy. (e.g., improving digital customer experience by designing or redesigning the website, advertise content using SEO, launch social media profiles, etc). Based on the objectives, students will be required to set goals. Students must explain how these objectives and goals will help the organisation to gain competitive advantage. They will be required to justify their choices using academic and practitioner sources (marketing related journals, industry reports etc.)
4. Design a 12-month Integrated Marketing Plan: Based on the objectives and goals, students are expected to present a detailed communication plan with a focus of digital communication channels. Students must identify how they will achieve the goals that they have set. In this part, students are expected to justify the integrated marketing plan with supportive evidences (a project timeline, visual design (for example: prototyping, wireframe, mock-ups), resources needed as well as an estimated budget- which you will present all graphical and visual illustrations in the Appendices).