This is a business report model paper.

Skills that may be covered in this business report: business analysis, easy mapping (making a coordinate map, diagrams, tables, etc.), some knowledge of SEO (most important!!!)

The whole article will be around 4500 to 4800 words (including references).

As this is a business report, you will need to have business related literature in addition to the general literature, you may need to visit Marketline and Statista.

The following are the detailed requirements for this paper?

You have been appointed as the Head of Marketing for a market-leading online booking platform for youth hostels in the UK. The business focuses primarily on young people through its app and website in 16 different languages.

Your task is to create an integrated, multi-channel digital marketing plan and build a brand that delivers a modern customer experience. The challenge is to grow the business by engaging with digitally sophisticated audiences across global markets whilst delivering a social experience.

Your plan will clearly explain how you will understand, target, attract, engage and convert and retain your target customers. You will demonstrate how you will optimise each customer’s digital journey with insights from in-depth data. You should also show how you would use digital channels and marketing techniques to achieve your commercial objectives. The company intends to build an international presence and has access to funding if your marketing plan can be proven to be effective.

Your report must highlight why you have made particular suggestions and what the benefits are to the organisation. You are encouraged to highlight any potential risks or limitations of your recommendations that derive from your assumptions about the youth hostels sector.

References from both academic and commercial sources should be included.

Below are the sections of the main body of the report, each of which needs to have a corresponding heading and a hierarchical hierarchy of headings.

1./ An evaluation of the potential market opportunity and suggested brand positioning. This should include which parts of the market they can occupy, and the types of customers they should target.

2./ An overview of the product value proposition, core messaging and conversion journey of your initial campaign.

3./ A plan to grow the business, including the changes you recommend to their international growth strategy.

4./ A critical assessment of the relevant online and offline channels available to the organisation (indicating which ones will be chosen in the shorter and in the longer term).

5./ A high-level plan that outlines costs and timings of your activities.

You should meet these outcomes :

L1. Demonstrate a comprehensive understanding of the principal models and key theoretical frameworks associated with digital marketing strategy, and their application in real-world scenarios.

L2. Critically evaluate market opportunities, using cutting edge tools, and create appropriate strategies to meet them.

L3. Critically evaluate data outputs from digital marketing tools, and integrate these insights into ongoing marketing campaigns.

L4. Apply advanced segmentation techniques and customer analysis methods in a variety of contexts and industry settings.

L5. Develop a comprehensive and justified marketing proposal, encompassing current best practices and in consideration of all relevant operational risks.