SEU Role of the Digital Marketing Manager in a Fast Food Restaurant Discussion Paper

You work for a company as a digital marketing manager and you’ve been asked to prepare a comprehensive digital marketing campaign. The campaign will run for the duration of one year, starting January until December 2021.

Important note:

You can choose any company to work with as long as:

• It is a local company. (Saudi Arabia)
• It is a startup that was established in the last (3 – 6) years, 2014 onwards.
• It can belong to any industry sector.
• You can use one of these examples : Hungerstation – noon – nana – Nice one

Part 1, around (500) words: Due week 6, on 8/10/2020. (Refer to the Textbook Chapters 2 & 3, and apply the following in the context of your company)

• 1. Investigate the micro-environment as part of the situation analysis foryour company.
• a.Competitors analysisb.Suppliers and/or DigitalMarketing intermediaries.c.Customers’ persona.

• 2. Summaries the macro-environment variable your company needs to monitor when operating the digital marketing campaign. (two or three variables for each force are sufficient)
  • Technological forces.
  • Legal forces.
  • Economic forces.
  • Political forces.
  • Social forces.

Part 2, around (1000) words: Due week 10. on 05/11/2020. (Refer to the Textbook Chapters 4, 5 & 6)

• Devise a digital marketing strategy for your campaign. (refer to figure 4.5, page 147 or ch4, 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)
• Summaries the marketing mix best suitable for your campaign. (refer to ch5)
  • Product variables
  • Price variables
  • Place variables
  • Promotion variables
  • Process variables
• How can you implement relationship marketing for your campaign? (refer to ch6)
  • Could you create a virtual community? And how does it help the relationship marketing.
  • Could you use digital media to support customers’ advocacy? And how?

• you must use APA referencing style
• Plagiarism is prohibited
• 12· Times New Roman,