Assume the role of a marketing executive who will unpack the client’s strategic intent, conduct research into their digital and social media environment to advice on their digital ecosystem and recommend how they should operationalise their strategic intent.

The client is a charitable organisation that operates within the U.K’s not-for-profit sector primarily to enhance the health and wellbeing of people in communities across the UK.

The client brief you will receive contains background information about the organisation such as their vision, mission, size, and purpose in society. The client’s brief further offers insight into their strategic intent.

You will assume the role of a marketing executive who will unpack the client’s strategic intent, conduct research into their digital and social media environment to advice on their digital ecosystem and recommend how they should operationalise their strategic intent.

Your report is aimed at senior management of the charitable organisation and therefore should be presented in a professional report format.

You should include amongst others, a table of content, where necessary – a list of figures and a list of tables, an introduction that outlines the purpose of your report, background information of the Charity as you understood it from the brief, main body of report with clear
headings and sub-headings, recommendations, conclusion, list of references and where necessary – appropriate appendices.

Your report should address amongst others, the following:

1. An explanation of the evolution of digital technology landscape, and where necessary, describing the key digital marketing concepts (LO 1).

2. Discussion about the changing nature of the digital marketing environment with emphasis contextualised to this Charitable organisation’s marketplace (LO 1 and LO 5).

3. Identification and assessment of the applicability of digital marketing tools by this charitable organisation for marketing communication purposes (LO 1 and LO 2).

4. Using appropriate theory and concepts to support your argument, evaluate the digital platforms and tools used by this Charitable organisation for engaging consumers to enhance Customer Experience (CX). Your evaluation should include the creation and appraisal of the organisation’s consumer persona(s), appreciation of their consumer personas’ Customer Journey Map (CJM), and the role of
Omnichannel Marketing to enhance the Customer Experience of this Charity’s customers (LO 3).

5. Recommendations on how this organisation should use digital and social media technology to address marketing issues of relevance to their achievement of their wider purpose and objectives (LO 1- 4).

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