Strategic Digital Marketing Plan Report
The scenario is that La Trobe University is facing some challenges when it comes to attracting postgraduate students. Through improving their digital marketing strategy, they want to increase the feelings of need for a postgrad degree domestically and raise brand awareness overseas. Your task is to develop the digital marketing strategy plan for this. You have to investigate the organisation’s current situation: review competitors in the postgrad space, successes, other challenges and the goal(s) the organisation wants to achieve. You then write how to tackle the challenges and reach the goal(s).
La Trobe University is facing some challenges when it comes to attracting postgraduate students. Domestically, the challenge is that current undergraduate students/alumni might consider an honours degree but not a master’s degree or PhD. Internationally, LTU faces fierce competition of other universities, particularly on the Asian continent. Through improving their digital marketing strategy, they want to increase the feelings of need for a postgrad degree domestically and raise brand awareness overseas. Your task is to develop the digital marketing strategy plan for this.
At the moment the scenario is that you have to write a plan that focuses on attracting both domestic and international postgrad students – basically working out two scenario’s alongside each other. Instead, you can focus on international students, writing out only one scenario.
Instructions
You need to investigate LTU’s current situation around the attraction of postgraduate students: review competitors, successes and challenges. An important aspect is to listen to what the organisation wants to achieve (goals). You then design digital strategies and tactics on how to tackle these challenges and reach LTU’s goals (using the RACE framework) and implement/action it. The timeline for the plan is 12 months and the maximum budget is $50,000.
Questions to ask yourself:
- Who are LTU’s target customers?
- What messages would most resonate?
- Where best to advertise online?
- Which digital advertising platforms are most suitable?
- How to design and implement effective campaigns for this target customer?
- When to run advertising for this cohort?
- Why digital marketing is the best channel to grow this business?
Harvard or APA referencing style
Include at least 10 references from a variety of resources (e.g. books, article, reports)