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You will need to include the following:
A competitor and internal analysis of your chosen organization (within the Hotel sector) this will include an E-SWOT and perceptual map.
The development and justification of an online consumer persona
The development of an online value proposition (OVP)
Using the 5S’s framework to set objectives for your digital marketing strategy (sell, speak, serve, sizzle, save), you must explain your decisions in line with the RACE framework and customer lifecycle, identifying what KPI’s will be measured.
Outline and justification of your promotional mix and how traditional and digital channels will be integrated.
You are required to create TWO digital artefacts (one being social media) and to justify these in light of the above.