Digital Marketing

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Digital Marketing (SOSTAC Essay Guidelines)
This short document has been designed to function as a set of guidelines for the SOSTAC essay you are asked to hand in for this module. You might like to use it as a form of checklist as you enter the final phase of your writing.
Please use a 12 point serif font in your document. Make sure to double- space lines and to leave roughly 4cm margins all round.
The essay will be marked according to the marking criteria published in the separate document, “Assessment Digital Marketing 2014”, already uploaded to the module’s KEATS page. Please make sure to keep those criteria in constant sight when you are planning and writing your SOSTAC essay as they indicate how you will earn marks.
Please be careful with plagiarism. Be particularly mindful of the issue of self-plagiarism, which is where you use work from an essay you yourself have written on another module at KCL or any other educational institute (this includes pre-sessional modules).

• The title of your essay should be something simple which includes the name of the brand you have chosen – i.e. ‘SOSTAC Essay for Brand X’.
• The essay’s structure should follow the sections of the SOSTAC plan. You then add your references list at the end. There is no need for a separate introduction, conclusion, or implications section.
The Situational Analysis section works as your introduction to your chosen brand’s current online situation. You can use a SWOT analysis to do this, or you can take a more narrative approach. The choice is yours. I suggest you take the time here to examine the online pres- ence of your main competitors. You can use business/media/personal correspondence sources for this information and those sources need to be cited properly and put in the references list.
• Make your Objectives concrete (i.e. measurable). Include a time com- ponent (i.e. 50% increase in online transactions by when?) If you do not have financial information to base financial objectives on that is OK. Find other things you can more easily measure – buzz, loyalty, brand awareness, etc.
• I suggest you start your Strategies section with a consideration of the VP and OVP. The difference between strategies and tactics is a difference of ‘how’ level. In other words, the strategies answer the first level of how regarding your objectives, the tactics then answer the second level of ‘how’ regarding your strategies. So, for example, an objective is ‘increase online buzz by 50%’, a corresponding strategy is ‘content marketing to provide online users with interesting, constantly changing news about how to use my brand that they will want to share with others’, and one corresponding tactic might be ‘invite a guest blogger (give the name) to write a series of weekly how-to blogs on the website site that we also re-post on Facebook and announce on Twitter’.
• The Action section should just cover the basic skills and related per- sonnel that your proposed campaign will need. You do not need to discuss budget. I suggest that you also consider development time very roughly and also think about what time of year you might want to release the campaign (or have the site go live) – i.e. are there any seasonal elements to your business?
• The Control section is where you discuss what exactly you will measure (and how you will measure it) in order to judge whether your objectives are being met. It is also an opportunity to suggest what you might be able to tweak or change if it looks like you are not on-target to meet those objectives. Both the Action and Objectives section should not be particularly long – the main focus in the essay should be the Strategies and Tactics section.
• You are expected to use academic sources to back-up your strategy and tactics decisions. However, you should not be doing this by creating any form of literature review. You simply provide citations out to academic sources which can help prove that a particular strategy or tactic is appropriate. 5 or 6 academic sources would be fine for the essay, though you could use more.
• The word count does not include the references list. .

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