Students are asked to undertake an in-depth analysis of a company’s digital marketing strategy. Students are free to choose any company as long as it satisfies the following:

? The selected company has been successful in its digital marketing strategy. ? The selected company can be an online business or a bricks-and-click. ? The company can be international, but all the sources that students use to conduct this research should be in English.

The coursework should be written in an academic report format. The report should include following sections:

1- Introduction: a brief discussion on the background of the selected company and its position within the industry (supported by market data) 2- Literature review: this section should include discussion of academic literature related to the digital marketing strategy of the selected company. 3- Analysis: critical analysis of company’s digital marketing strategy and how the company has used the characteristics of digital platform to achieve its goals. (Please choose 2 to 4 specific strategies) 4- Conclusion: Discussion of findings and suggestions on future directions for the selected company