Course Project Guidelines: Can Be Individual Or Group (Max 3

Course Projectguidelinesit Can Be Individual Or Group Max3 Work Ea

This course project can be completed individually or in groups of up to three students. Each student should write 4-5 pages, indicating page numbers if working in a group. The project includes a cover page, content page, introduction, main report, conclusion, and references. Use Times New Roman font size 12 for the body text, with headings in 14-point bold and subheadings in 12-point bold. No abstract is required.

The project is divided into five parts, each focusing on strategies learned during the course to plan digital marketing for a brand. You may use your organization or The McCormick Hotel as your case. The parts include identifying digital media needs, evaluating SEO and SEM activities, creating a social media strategy, assessing reputation management, and designing an organizational structure to execute the digital marketing plan. You should complete each part as you progress, culminating in an integrated strategy and organizational plan.

Begin with Part One: Determining Digital Media Needs. Here, you identify initial digital marketing requirements related to your website and content marketing, based on course concepts. Complete the provided grid with your brand name, brand promise, organizational and digital marketing strategies, and examples of digital activities following the AIDA model (Awareness, Interest, Desire, Action).

Paper For Above instruction

In the current competitive landscape, effective digital marketing strategies are essential for establishing brand presence, engaging consumers, and driving conversions. This paper explores a comprehensive digital marketing plan, emphasizing the initial identification of digital media needs, with reference to strategic concepts and models such as AIDA. The focus will be on a hypothetical organization, The McCormick Hotel, to illustrate how these strategies can be formalized and aligned with business objectives.

Part One: Identifying Digital Media Needs

The foundational step in digital marketing planning involves understanding the specific needs that align with the brand's overarching goals and target audience. For The McCormick Hotel, the brand premise centers on providing a luxurious yet affordable hospitality experience that emphasizes personalized service. Its brand promise is to deliver memorable stays through superior amenities, customer care, and a seamless digital interface.

The organization’s overall marketing strategy focuses on positioning The McCormick Hotel as a top-tier choice for travelers seeking comfort and value in a competitive market. Digital marketing complements this by creating a robust online presence to attract, engage, and convert potential guests. The digital marketing strategy emphasizes search engine optimization (SEO), search engine marketing (SEM), social media engagement, and online reputation management.

Within the AIDA framework, The McCormick Hotel implements activities aimed at raising awareness, fostering interest, cultivating desire, and encouraging action. For awareness, targeted social media advertising and content marketing through blog posts or videos introduce the hotel to potential guests. Interest is generated via email campaigns and engaging social media posts highlighting amenities and guest experiences. Desire is cultivated through reviews, testimonials, and virtual tours that emphasize the hotel's unique selling points. Finally, calls-to-action such as online booking links and exclusive promotions facilitate guest reservations.

Application of the AIDA Model

For instance, in the awareness stage, The McCormick Hotel could run geo-targeted Facebook ads showcasing recent guest events, thus reaching potential customers early in their decision-making process. Moving into interest, the hotel might deploy personalized email campaigns featuring special packages based on previous inquiries or booking history. To create desire, video testimonials from satisfied guests or behind-the-scenes footage of hotel amenities can be shared on YouTube and social channels. Lastly, in the action phase, clear booking prompts and time-limited offers drive conversions, completing the customer journey from awareness to purchase.

This strategic approach aligns with core digital marketing concepts, utilizing content personalization, targeted advertising, and reputation management to optimize customer engagement and conversion rates. Future refinement of these activities should be guided by ongoing performance metrics and evolving consumer behaviors.

Conclusion

Identifying digital media needs requires an integrated understanding of the brand’s goals, customer journey, and digital capabilities. Applying models like AIDA helps clarify targeted activities at each stage, ensuring a cohesive and effective digital marketing strategy. Continuous assessment and adaptation will further enhance the organization’s ability to meet customer expectations and achieve business objectives.

References

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Solis, B., & Bernoff, J. (2011). Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
• Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
• Lee, K., & Carter, S. (2012). Global Marketing Management. Oxford University Press.
• Tiago, M. T., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708.
• Walsh, G., & Mitchell, V. (2007). Stakeholder influence strategies of UK charities: A case study comparison. Journal of Nonprofit & Public Sector Marketing, 18(1), 97-112.
• Leeflang, P. S. H., et al. (2014). Challenges and solutions for marketing in a digital era. European Journal of Marketing, 48(3/4), 575-582.
• Einwiller, S., & Fedor, J. (2017). Digital storytelling and reputation management. Journal of Business Research, 78, 170-180.