Describe which are the main objectives you try to achieve for the company with this Digital Strategy and if they are aligned with the general goals of the co mpany (try to make S.M.A.R.T. goals).

It turns out that you have been promoted within the company you are nowadays working
(congratulations!).

You have a new role for a month as a Digital Marketing consultant.

Your mission is analyzing the current digital situation of your company and industry and make a report with recommendations.

Alternative:

If you are not working in a company or you think your company is not a good example for this exercise, we suggest you to select a Hotel company.

A: Executive Summary of your report [5 marks]

An executive summary is an overall summary of the entire report. It should have 3-4 short paragraphs:

Paragraph 1: Based on the Introduction (Introduce the topic of your report)
Paragraph 2: Summary of the body (Indicate main subjects examined in the discussion section of your report)
Paragraph 3: Summary of the conclusions
Paragraph 4: Outline recommendations, if any, in bullet points

NOTE: This is a summary of the entire report so you cannot write it until you have completed the report (you cannot summarize a report you have not yet written). Even though it appears first, the Executive Summary is one of the last things you will write.

B. Introduction of the report [5 marks]

In this part of your assignment, you are required to give details introduction about the chosen hotel.

The introduction should generally include three key types of information.

1) Background

This section sets the context for the report and provides the (brief) background information required for the reader to understand the report.
NOTE: Detailed company background should not be included here. It is best discussed in the body of the report

2) Aims/Objectives

This tells the reader what the aims/objectives of the report are. It indicates what key questions the report is trying to answer and what it is trying to achieve. Why was it written?

3) Scope

Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how the report is organized. Look at your plan and consider your headings and sub-headings.

C. Body of your report [65 marks]

1. Industry overview: Make an overview analysis of your industry regarding the level of digitalization. Describe if there are different business models in it.

2. Company Goals: Describe which are the main objectives you try to achieve for the company with this Digital Strategy and if they are aligned with the general goals of the co mpany (try to make S.M.A.R.T. goals).

3. Internal Digital Marketing analysis:

3.1. Internal digital overview: Analyze the current digital marketing resources of your company
(web, social media, SEO efforts, SEM or advertising, Video marketing, Mobile, e mailing…)

3.2. Social Media Focus: which social media networks are you using and what is the usage of each network.

4. External working areas:

4.1. Analyze your top 3 competitors (web, social media, SEO efforts, SEM or advertising, Video marketing, Mobile, emailing…)

4.2. Build a table with the size of the community (number of followers) of every player (your company and 3-5 competitors) in the different social media networks

5. Reference company: Identify a company (it doesn’t need to be in your industry or country) that you take as an inspiration and list the reasons that one is inspiring you (regarding Digital Marketing)

6. SWOT analysis: Identify Strengths, Weaknesses, Opportunities and Threads within the analyzed areas.

7. Plan: Plan your improvement with specific actions

8. Calendar: Define a potential calendar for the proposed actions in previous question

9. KPIs: Define the main KPIs you will be reviewing for controlling success

Author of website FAMILY/SURNAME, Initials or WEBSITE name if no author is available. (Year – in brackets) Title of website in italics or underlined. Any numbers if necessary or available if website is part of a series. [Online in square brackets] Available from: URL. [Accessed: followed by date in square brackets].

Example:
BBC NEWS. (2008) Factory gloom worst since 1980. [Online] Available from:
http://news.bbc.co.uk/1/hi/business/7681569.st m. [Accessed: 19th June 2012].

F. Assignment formatting [2 marks]
Page Numbering, Header, Footer, etc.