How do you know things are going as planned?

I‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ntroduction This portfolio work project, a digital marketing plan with a social media strategy, will help you demonstrate competency in digital marketing planning and measurement. Scenario The Vice President of Marketing at MSH Brands (or at your employer or future employer company) was impressed with your marketing plan and brand presentation submitted in Units 4 and 7. They have now asked you to develop a Digital Marketing Strategy based on this work. Your Role You are a Brand Manager at MSH Brands (or at your employer or future employer company). You are being asked to develop a digital marketing strategy for a new pet food product (or new product or line extension at your employer or future employer.) Requirements Building on your prior work this term, develop a digital marketing plan using the SOSTAC© model. Your plan must address each of the SOSTAC© elements, including: 1. Situational Analysis Analyze the current situation in terms of customers, intermediaries, and competencies. Conduct a thorough competitive analysis and identify what your competitors are doing in terms of Web presence and social media presence. 2. Objectives Develop specific measurable objectives for ‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍a digital marketing strategy. Where do you want your company to be? 3. Strategy Articulate short- (< 1 year), medium- (1 to 3 years), and long-term (> 3 years) digital marketing strategies. How do you achieve your objectives within these terms? 4. Tactics Differentiate various techniques (for example, website, social media, advertising, pay-per-click, events, press releases, sponsorships) to use for implementing strategies. How will you build your sales funnel? 5. Actions Develop a project plan for executing each tactic. The plan is to briefly capture your execution of the tactics. 6. Controls Develop specific metrics to monitor tactics. How do you know things are going as planned? How often will you monitor the metrics? Deliverable Format Requirements: The digital marketing plan must be at least 8–10 pages in length, in addition to the title and reference pages. Related company standards: The digital marketing plan is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources), including single-spaced paragraphs. Use at least five scholarly or academic sources, formatted per‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ APA.

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