The College of Administrative and Financial Sciences

E-commerce Department

E-Marketing (ECOM301)

Digital Marketing Plan Project

Students Information.

Student Name:	Student ID:
Course Title: E-Marketing	Course Code: ECOM301
Academic Year/ Semester: 2024/2025 Second Semester	CRN:
Instructor Name:
Student Grade:	Grade Level: Low/ Middle / High

Part 1

Scenario:

You are the founder and digital marketing manager of a new brand that you have created (or plan to launch). Your task is to design a comprehensive digital marketing strategy and campaign for your brand that will run for one year, from January to December 2026.

Your brand can belong to any industry sector (e.g., fashion, food and beverage, technology, tourism, education, etc.), but it must be a new or imagined brand created by you specifically for this project. You are encouraged to be creative in designing your brand identity, defining your target market, and applying digital marketing concepts to real-world contexts.

Assignment Structure:

This project is divided into 3 parts. Both parts must demonstrate the integration of digital marketing theories and practical applications.

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Part 1 (Approx. 1,500 words) Due Week 6 7/03/2026 (Refer to Textbook Chapters 2, 3, 4, 5, & 6)

In this part, you will apply your understanding of digital marketing principles to your own brand.

1. Situation Analysis (Micro-Environment):

• Competitor analysis (Identify your key competitors in the chosen market.)
• Suppliers and/or digital marketing intermediaries (Which partners or platforms will support your brands operations?)
• Customer persona (Create 12 detailed customer profiles that represent your target audience.)

2. Macro-Environment Analysis

Summarize the macro-environmental variables that may influence your brands digital marketing campaign (two or three variables per force).

• Technological forces
• Legal forces
• Economic forces
• Political forces
• Social forces

3. Digital Marketing Strategy

Devise a digital marketing strategy for your campaign.(Refer to Figure 4.5, page 147 or Chapter 4, Slide 9)

• Where are you now? (situation analysis)
• Where do you want to be? (business objectives)
• How are you going to get there? (strategy)
• How exactly do you get there? (tactics)
• Who does what and when? (actions)
• How do you monitor performance? (control)

4. Digital Marketing Mix (7Ps) (Refer to Chapter 5)

A.Product variables (Describe your product or service offering.)

B.Price variables (What pricing strategy will you adopt?)

C.Place variables (Where and how will customers access your offering?)

D.Promotion variables (What promotional tools will you use?)

E.Process variables (How will you manage and enhance customer experience?)

5. Relationship Marketing. (Refer to Chapter 6)

A.How can you use digital tools to build long-term relationships with customers?

B.Could you create a virtual community around your brand? How would it support customer engagement?

C.How can you use digital media to encourage customer advocacy and loyalty?

End of part 1.

Part 2

Part 1 (Approx. 1,500 words) Due Week 11 2/05/2026 (Refer to Textbook Chapters 7, 8, 9 & 10)

For this part, you will design and plan your digital marketing campaign for your imagined brand. Marketing budget: SR 450,000 to spend on digital advertising media over the next 12 months.

• Campaign Message and Strategy:
• Digital Marketing Campaign Schedule:
• Platforms and Digital Media:
• Monitoring and Optimization:

• Objective: Define the core message of your campaign.
• Task: Develop a clear and compelling campaign message that aligns with your brand values. Explain how this message will differentiate your brand from established competitors.
• Objective: Describe the plan for measuring and improving campaign performance.
• Task: Explain how you will track key performance indicators (KPIs) and optimize the campaign based on the data. Identify specific digital analytics tools (e.g., Google Analytics, Meta Insights) that will be used to monitor activity and costs.
• KPIs: List at least 3-5 relevant KPIs for your campaign (e.g., Click-Through Rate, Conversion Rate, Return on Ad Spend, Cost Per Acquisition).
• Optimization Strategy: Describe how you would adjust targeting, creative, or budget based on performance data.

• Objective:Create a detailed content and advertising schedule for the 12-month campaign.
• Task:Outline the content themes for each quarter, specifying the types of content (e.g., blog posts, videos, infographics) and the frequency of posts and ads. Explain the rationale behind the scheduling and content choices.

• Objective: Select and justify the use of specific digital platforms and media for the campaign.
• Task: Choose a mix of social media (Facebook, Instagram, Snapchat), search (Google Ads), and potentially YouTube. For each platform, explain its specific purpose within the campaign (e.g., awareness, consideration, conversion). Include a budget allocation table detailing the monthly spend for each platform.

Requirements:

End of part 2.

Part 3

Part 3 Presentation due weeks 11&12

Make a power-point presentation of your project work of part 1&2 and present in class (All team members must participate) . There must be a minimum of 10 slides in the presentation with a good background design, readable font size, and style with an appropriate colour.

Presentation must have the following format:

• Slide1: Cover Page includes (Group members name and ID, course title, course code, academic year and semester,CRN number, instructor name and Title of the Project).
• Slide 2: Micro-Environment analysis.
• Slide 3: Macro-Environment analysis.
• Slide 4: Digital marketing strategy.
• Slide 5: Marketing mix.
• Slide 6: Relationship marketing.
• Slide 7&8&9: Marketing campaign.
• Slide 10: Conclusion.
• Slide 11: References.

Guidelines for the Presentation:

• There must be 11 slides in the presentation.
• Each group will have 10 minitues to present and 2 minitues for Q&A.
• All group members should participate in presenting infront of the class.
• The slides should have a clear background design, readable font size and style with appropriate colour.
• The power-point presentation must answer all the above parts.
• Make sure to include the cover page in the first slide.
• Work with the same group members
• Ensure that you follow the APA style in your references.
• The minimum number of required references is 5 references using APA style.
• Up to 20% of the total grade will be deducted for providing a poor structure of presentation. Structure includes these elements presentation style, free of spelling and grammar mistakes and referencing.
• Your file should be saved as a PowerPoint file and submit it to the Blackboard no later than May 2^nd2026.

End of part 3.

Grading Rubric!

Criteria	Description	Marks
1. Creativity and Brand Originality	Quality and originality of the imagined brand concept and its alignment with digital marketing principles.	3 marks
2. Situation & Environment Analysis	Depth and accuracy of micro and macro-environment analysis; relevance to the proposed brand.	6 marks
3. Strategy Development	Clear objectives, logical strategy, and realistic tactics with measurable controls.	4 marks
4. Application of Marketing Mix (7Ps)	Integration of all mix elements to support the campaign strategy.	4 marks
5. Relationship Marketing	Use of digital tools and techniques to build customer engagement and advocacy.	4 marks
6. Campaign Design & Execution Plan (Part 2)	Quality of campaign message, platform choice, scheduling, and budgeting justification.	6 marks
7. Monitoring & Optimization Plan	Relevance of chosen KPIs, tools, and methods for performance tracking.	3 marks
Total		30 marks

Important instructions and Notes

Part 1	Due week 6- 7/03/2026	15 Marks
Part 2	Due week 11- 2/05/2026	15 Marks
Part 3	Due week 11 2/05/2026 PowerPoint file submission	10 Marks
40 Marks

• This is a group work.
• You will submit online through blackboard.
• A cover page is required for each submission, one mark will be deducted if there is no cover page.
• The submitted document needs to be structured as follow: a cover page, assignments requirements, then your answers. without these instructions.
• The assignments parts will be each submitted on a different date. However, part 2 needs to contain part one.
• The reference list, a minimum number of 10 references and citations is required, and you must use APA referencing style.
  • Quotations must be cited to its resources.
• The paper styles:
  • The format of the paper needs to be introduction, main body and conclusion.
  • Your work needs to be consistent in terms of style, tone and appearance.
  • Font size: 12.
  • Font type: Times New Roman,
  • Page are numbered.
  • 1.5 spacing between lines and paragraphs.
  • Left alignment.
• Entire project word count, around 2500 words.
• You must check the spelling and grammar mistakes before submitting the assignment. You can ask someone to proofread your work or use online tools.
• Up to 20% of the total grade will be deducted for providing a poor structure of assignment. Structure includes these elements: paper style, free of spelling and grammar errors.
• In case of any questions, please refer to your instructor.

Best of Luck!!

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