Section 1: Situation Review (25% of the
marks and a Maximum of 800 words)
In this section you should provide an analysis of the digital marketing
environment, for the product sector your brand operates in, you should
include:
ONLINE MARKET PLACE ANALYSIS
You are expected to consider relevant digital marketing environments;
show understanding of how customer (who might wish to buy your
products) might interact in digital markets; suggest possible target
markets and the specific characteristics of these customers; review
potential competitors (real established brands, which might compete with
the brand you are developing the digital marketing plan for).

Section 2: Digital Marketing Goals (25%
of the marks and a Maximum of 400
words)
In this section you should provide details of the goals for your digital
marketing strategy. You should consider the structure of the market, the
potential strength of demand and competitors’ strategies before deciding
on your specific goals. The goals you set will determine where you want
your brand to be within 12 months of launching your digital marketing
plan. You should set no more than 3 goals.
You should also note the word limit for this section, which has been set to
allow you to stipulate how each goal meets the SMART criteria (discussed
in class), explain the digital media and channels you intend to use.

Section 3

Section 3: Digital Marketing Strategy
(50% of the marks and a Maximum of 800
words)
In this section you should provide details of your digital marketing
strategy. The strategy should demonstrate your understanding of how
you intend to achieve the goals you have set (section 2) in the online
market place (section 1) you will be launching your plan.