DGM24705 Global Marketing and Sustainable Practises Assignment Brief | RUL

About this brief

This is your chance to gather the knowledge you have been acquiring during the past 12 weeks and develop a Strategic Sustainable  Digital Marketing Campaign for ONE of the UN SDG’s.

Choose one of the 17 SDG goals and develop an effective sustainable marketing plan to communicate your goal to your identified “Target segment”.  Your marketing plan needs to be detailed and focus on a specific country (ideally your own country). Consider focusing on a specific area, city, town. 

When developing your marketing plan use the Marketing communications planning framework (MCPF) or SOSTAC discussed during the lessons .

Ensure you include the following elements:

-    Communications Goals & Objectives: Background analysis and development of advertising and marketing communications objectives. 
-    Target audience and positions: Identification and understanding of target audience and positioning strategy.
-    Digital Marketing Communication strategy: determine the appropriate digital marketing strategy to develop awareness of your SDG goal. Ensure you consider what you want to communicate and the change and/or message you are trying to promote. Consider which communications mix you will be applying. 
-    Timing and Frequency: When and how often will you be carrying out your campaign. 
-    Campaign monitoring and evaluation. 

You should also consider mocking up a campaign. 

You can follow the below suggested structure:

Introduction  

o    Brief overview of the selected SDG goal and why you chose this goal. 

Main Body

o    Status of the chosen SDG goal, provide statistics around this goal from reliable sources. 
o    Identify key challenges and opportunities related to this goal.

Marketing Communications Objectives:

o    SMART objectives for the marketing campaign. 
o    Specific outcomes you aim to achieve, justifying your choice of marketing channels. 

Target Audience and Positioning  

Target Audience

o    Provide an in-depth analysis of your target market considering for instance demographic and psychographic characteristics.

Digital Marketing Communication Strategy 

o    Communication Objectives: Key messages to be communicated and desired change or action from the audience.

Channels and Tactics

o    Selection of appropriate digital marketing channels (e.g., social media, email marketing, content marketing, etc.).

Timing and Frequency  

Campaign Schedule: Timeline for the campaign, including key milestones and phases and frequency of communications and content distribution.

Campaign Monitoring and Evaluation   (KPI’s) 

Conclusion / Recommendations

-    Overview and summary of your written assignment defending your choice of goal and marketing plan. Please prepare slides to support your presentation.  Please record your video and add to your report. 10 minutes is mandatory timeframe.  
Please consider the following  when creating your video:
-    Ensure you respect the 10-minute timeframe 
-    Do not read off your slides 
-    Avoid using a script and speak with expression
-    Do not create busy slides, bullets are sufficient

Bibliography 

Make sure that you use Harvard Referencing for all visual and written referenced material. 

Appendices

Additional information to support your report i.e.) SWOT, PESTLE, Graphs, Raw data etc. definitions and explanations.
Note! As you have limited word count you will have to use Appendices to cover all the elements outlined in the brief. 

Module Learning Outcomes 

LO1-  To research and analyse materials using a wide range of reliable and relevant resources to develop and generate new concepts and themes in global marketing. 

LO2-  Identify how sustainable practices play a key role in developing effective global marketing strategies.  

LO3-   Define and critically explain and evaluate key global marketing concepts, in the context of environmental, social, and cultural dynamics. 

LO4-   Define and critically explain and evaluate key global marketing concepts, in the context of environmental, social, and cultural dynamics.