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Your Task
Small and medium-sized enterprises (SMEs) are non-subsidiary, independent firms which employ fewer
than a given number of employees. This number varies across countries. The most frequent upper limit
designating an SME is 250 employees, as in the European Union. However, some countries set the limit
at 200 employees, while the United States considers SMEs to include firms with fewer than 500
employees (OECD, 2015). Imagine that you are a digital marketing consultant and that you have been
asked to provide some consultancy support to an SME in Ghana. You can choose any SME operating in
any industry.
You should choose an organization which you feel can benefit from your expertise in the area of digital
marketing communications.
Compile a report for the owners which will include the following sections:
1.Introduction: set out clearly and logically the aim of the report; introduce your chosen organization
and justify its SME status. (10 marks) LO1
2. Critically evaluate the effectiveness of the current digital marketing mix of your chosen organization.
(15 marks) LO1, LO2
3. Compare and contrast the digital marketing mix of your chosen SME with the digital marketing mixes
of two market-leading organizations. Your market leaders could operate in any industry sectors – the
point of this exercise is to inspire your SME with examples of best practice in digital marketing
communications. (25 marks) LO4
4.Recommend four key elements of a digital marketing communications plan for your chosen SME.
These include a brief outline of your chosen customer segment; two digital marketing communications
objectives; a relevant digital marketing communications mix; and an outline of how the recommended
digital marketing communications mix and the SME’s current offline mix will be integrated. (25 marks)
LO3, LO5
5. Based on the above analysis, outline and justify the key metrics and methods that will be utilized to
measure the performance of the digital marketing communications plan. (25 marks) LO2
Word count 3500-4000
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