Each individual student will work on a project that involves performing an internet/digital marketing audit of ESTEE LAUDER. Each student will submit a 7-10 page paper (excluding tables, charts and appendices), double-spaced and using 12-point font, APA format, minimum of 5 sources cited throughout the paper and summarized in a works cited page.
Additional details of the project are as follows:
Perform an Internet/Digital Marketing Audit of a brand or a company. This brand/ company CANNOT be the same as the company you have chosen for the group project. You may collaborate with a company for this project or simply choose to work on a brand or company without any company sponsorship. See the following links for what is typically involved in an internet or digital marketing audit. You may supplement these audit procedures with analysis of additional issues covered in our class discussions.
http://creativeclickmedia.com/internet-marketing-audit/
https://www.seoptimer.com/blog/digital-marketing-audit/
Structure for a Digital Marketing Audit Report
Executive Summary (10%)
Provide brief background information for the brand or company that you are performing an internet marketing audit for. Briefly describe the methods used and areas examined in your audit. Summarize the main conclusions and recommendations
A Brief Current Marketing Situation Analysis (10%)
Briefly discuss how internet, mobile devices and social media have affected the current marketing situation. You can organize this discussion along the 4 C’s: Customers, Competitors, Channels, and Company. Examples of observations that could go here are: Share and growth of internet and mobile commerce in the industry; Changes, if any, in the product mix sold and the pricing practices in the industry resulting from digital marketing; Changes, if any, in the communication media (e.g. traditional advertising, digital advertising, paid search advertising or social media) that are influencing the consumer decision process; Changes, if any, in competitor’s digital marketing strategy.
Your Digital Marketing Audit (60%)
Describe your findings from your digital marketing audit of the company or the brand. This section is perhaps the most significant portion of your analysis. See the links given above for what is typically involved in an internet or digital marketing audit. You may supplement these audit procedures with analysis of additional issues covered in our class discussions. Given the short duration of the course, it might be difficult to do a comprehensive audit of all aspects of digital marketing that is being done by the brand or company in the limited duration of a course. Thus, you may focus on auditing one or two aspects of the digital marketing being undertaken by the brand or company to derive actionable insights.
Recommendation (20%)
Present your recommendations for improving digital marketing for the company or brand and the rationale, which should emerge from your audit. Here again, the recommendation would focus on the aspects of digital marketing that was audited in the step above. This section is the other significant part of your paper.
