• C. Scenario
  • B. Before you begin the assignment




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    B. Before you begin the assignment





    1. Form into small teams (maximum 5 people)




    1. Read through the rest of these instructions, then select a specific organization/business as your “client”. Please select a real organization/business, as this will give you a focus and context. Look at their existing web presence and social media activities so you can get a good idea of what they are already doing in terms of internet marketing. Do not actually contact the business.


    C. Scenario

    Your marketing firm has been hired by the business or organization you have chosen to assist them in developing and implementing a new online marketing campaign.


    You should assume that your organization has a marketing budget that broadly fits the size of the organization.
    You MUST include AT LEAST SIX of the following internet marketing tools in your campaign and be able to justify your specific choices in terms of the online behavior of your target market.


    • Search engine optimization of the campaign landing page (SEO)

    • Search engine advertising (PPC)

    • eMail marketing

    • Display advertising (excluding paid media on social networks)

    • Social networks – owned and earned media (you can include up to 3 social media sites)

    • Social networks – paid media (advertising, promoted posts etc)

    • A video element

    • A campaign element specifically for mobile devices



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    B. Before you begin the assignment

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