You have been asked to develop digital marketing objectives, strategy, tactics, action and control on
Coventry University London (CULC). You are required to write a digital marketing plan on ONE DIGITAL
TREND that CULC could use in the next 5 years (e.g. AI, VR, Chatbots etc…). The strategic elements
of the plan should be presented in a report format and developed for senior management. All
recommendations within the plan must be supported by robust data and information – Coventry
University London and its digital marketing environment.
Required:
(A) Analyse the key areas of the digital marketing environment which relates to the selected DIGITAL
TREND. In relation to the selected DIGITAL TREND identify key digital strategic options for CULC with
a focus on increasing online customer acquisition.
(B) Develop TWO SMART long term digital marketing objectives for CULC focusing on improving
customer acquisition through digital marketing. The TWO objectives must relate to the selected DIGITAL
TREND.
(C) Recommend a justified digital marketing strategy and tactical mix for Coventry University London
AND your selected DIGITAL TREND, focusing on supporting improvements proposed for customer
acquisition.
Guidance notes
Task 2 (a): in order to meet the requirements of Task 2 (a), candidates will first need to analyse key
areas of the digital marketing environment e.g., by completing a TOWS analysis. The outcome of this
analysis should provide clear strategic options, linked to relevant findings to support key digital
strategic options put forward for Coventry University London to focus on increasing online customer
acquisition.
Task 2 (b): candidates should develop TWO clear digital marketing objectives for
Coventry University London that focus on improving customer acquisition through digital
marketing. The marketing objectives should be SMART and credible in the context of Coventry
University London.
Task 2 (c): candidates are required to develop a justified digital marketing strategy linked to improving
online customer acquisition, and a digital marketing mix of tactical activities that can be implemented
to achieve this strategy.
Both strategic and tactical activities need to focus on how and why the recommendations made
to support an improvement in online customer acquisition, drawing on relevant theoretical concepts
and evidential research.
The digital marketing strategy document needs to be well structured, concise and clear. Focus on
online customer acquisition throughout the relevant strategic recommendations is vital. All
recommendations across objectives, strategies and tactics should be justified, and there should be
clear synergy between the strategy recommended and the supporting digital marketing and tactical
next.