Digital Marketing Communications Plan
1500 word digital marketing communications plan
Demonstrate the following knowledge and understanding
• Traditional and new digital marketing communications disciplines and the manner in which these are deployed, dependent on the brand and the target audiences.
Demonstrate the following skills and abilities
• Newer methods of marketing/communications and develop an integrated marketing communications plan utilising digital methods.
• Octopus Energy (https://octopus.energy) is a UK based retailer of electricity and gas supplies, specialising in sustainable energy
• The company provides electricity and gas to over 2 million domestic and business customers (as of February 2021).
• Octopus Energy have plans for expansion beyond the UK with operations in Germany, Australia, Japan, New Zealand and the USA.
• In order to aid their expansion plans they have hired you as a Marketing Consultant.
• You need to develop a marketing communications plan that will help them meet their strategy for growth. This should include;
• Defining new customers and users outside of the UK, focusing on Japan.
• An assessment / audit of their UK online and offline marketing; which elements you would take forward, what new marketing elements are needed for overseas growth in Japan
• Set targets and objectives for your customer group
• Outline your first phase of activity and suggested evaluation
• Support with academic theory and models
• Demonstrate an appropriate level of knowledge and understanding of promotional strategy relating to case study material.
• Analyse a range of promotional methods relevant to case study material.
• Identify and apply the relevant models of communication and media analysis and consumption to self-selected scenarios.
• Communications theory
• Marketing planning
• Segmentation, Targeting, Positioning
• Communications and marketing mix
• Advertising/ PR
All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the chosen case study.
