Fall ‘21
1) Perform a digital marketing strategy analysis for the UTA (University of Texas in Arlington) marketing department and develop content that can be used on its website. Specifically your assignment is to develop content for the UTA marketing department based on a strategic analysis.
2) First, perform analyses in terms of background information, positioning maps, value leadership alternatives, and decision analysis. Once you have done the analyses, you can begin to develop the content for your submission.
2) For the project, basically, you will usually need to do these things:
a. Ask the appropriate questions about development of a leadership position for content to be used in UTA’s digital marketing strategy.
b. Develop the analyses to demonstrate the advantages of leadership in certain areas (positioning maps, value leadership frameworks, decision models).
c. Synthesize your analyses and develop a content strategy based on your analyses
i. What content is being created?
ii. What purpose does the content serve?
d. Then, develop a creative strategy for developing your content. A few relevant examples may be:
i. Promotional videos
ii. Checklists describing how to succeed as a student
iii. Website creative.
3) Possible goals for your content strategy:
a. Awareness
b. Consideration
c. Conversion
d. Affinity
e. Advocacy.
4) Buyer persona
a. Who is the ideal buyer or target audience?
i. Objective: What are they looking for?
ii. Demographics: How old are they?
iii. Location: Where are they from?
iv. Platforms: Which ones are used?
v. Devices: How do they access the Internet?
vi. Purchase behavior: What is the path to purchase?
vii. Interests: What problems are we trying to solve?
5) Give marketing content strategy suggestions to your client. These suggestions are in the form of recommendations about content decisions; positions, products, prices, promotions, etc.. They are based on your analyses. Case is limited to:
a. One page of decision/rationale (recommendations and rationale)
i. Decision 1 (first recommendation): Client A should do X
ii. Rationale 1: The reason Client A should do this is because of Y. Use citations from points of evidence in your appendices to support your case. For example, the rationale should be based on your analyses.
b. Unlimited appendices
i. Analyses should support your decisions and rationale and focus on the learning from this class in developing content for the marketing department at UTA.
6) 12 pt. font
7) Double spaced
8) 1inch margins
9) Cite all sources
a. Limit material to
i. Information pertinent to the case. (Don’t just cut and paste Internet research unless it supports your argument).
The format of the case deliverable:
One page of decisions and the rationale for those decisions with unlimited appendices. Twelve point font, one inch margins, double spaced (Times new roman font). Outside material may be used in this case. (Cite all sources)
One page
Page 1 will be ONLY the leadership decisions that you recommend and the rationale for the decision.
Decision 1: The client should … (This should be a fairly short summary of the decision. A sentence or two.)
Rationale 1: The reason the client should do this is … (This can run from a paragraph or two to a page. In this section you will cite as points of evidence your analytical work from the appendices.)
Appendices
You will use appendices to support your digital strategy effort. Appendices will include a set of working papers such as positioning maps, value leadership frameworks, and decision models. Finally, your appendices will include content for the UTA marketing department to use on its website.
Sample layout:
Decision/Rationale
Value leadership framework: Example provided
Positioning map: Example provided
Decision analysis: example provided
Content
Acceptable content
Video (TikTok, Youtube)
Podcast
“How to” blog post