This is a team assessment. You will form into self-selected teams by Week Three of the trimester. Each team (consisting between 3 – 4 students) will prepare an integrated digital marketing (IDM) plan and present it as a written report as well as an oral presentation. The purpose of this assessment is to formulate a digital marketing strategy for an existing organisation/ business. You are to compare the companies on which each team member conducted the Digital Strategy
Be as precise as you can about the type of information sources used in your project, the data generated from these sources, the analytical tools used to extract marketing “insights” from the data, the transformation of the insights into strategic elem
ents, and the expected business outcomes from an execution of the integrated (traditional + digital) marketing strategy
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