DIGITAL MARKETING

FINAL PROJECT
Faculty:
Dr. Moutusy Maity
mmaity@iiml.ac.in
Team Assignment
Assigned: Session 1
Submission: Sessions 19 and 20
The project is a part of understanding the application of Internet marketing principles and concepts to a real
world situation. This assignment is designed to enable participants to explore and understand the importance
that the concepts discussed in class have on developing an Internet marketing plan.
Please work in team of no more than five (5) persons to a team.
This project has two parts. Submission will be in the form of a team paper (20%) and an in-class team
presentation (10%). It is sincerely hoped that every member in the team will receive the same grade.
However, an individual might be assigned a lower/higher grade than the team depending on his/her
individual effort.

Here is the situation:

Choose a website/blog. Please focus on what the website/blog uses the Internet for. Participants may choose
any organization/individual (global/local, small/big). Ideally, the project should be undertaken over the
entire span of the term that is to say, once you choose a website/blog, you will apply the concepts that you
are introduced to over the duration of the course, to drive traffic and increase the popularity of the
website/blog (How will you define popularity? What are some other measures of ascertaining the success of
undertaking internet marketing efforts?). This option assumes that the team (or, at least one member of the
team) will have administrative rights to the website/blog.
However, the above-stated option may not be a possibility for every team. In such cases, the team may
choose any website/blog to which they have public access.
The following are general guidelines for undertaking the project.
1) Identify the objectives for using the Internet as a strategic tool. How does the organization/individual
think the Internet will benefit it? What are the reasons for using the Internet?
2) Identify and describe the target market for the product(s)/product line(s) about which you are writing.
Who is the typical customer? What are his/her Internet interactions?
3) Derive a positioning statement for the product/product line and analyze the corporate image
4) Identify marketing strategies employed by that organization to market the product(s)/product line(s).
Undertake an environmental analysis: Competitive, social, technological, others
5) Evaluate the website/blog in term of:
a. Search engine optimization and advertising strategies (use of analytics is expected)
b. Social media marketing
c. Mobile marketing
d. Discuss and evaluate the website/blog
6) How does the website/blog evaluate its performance on Internet marketing?
7) Interview some Internet users to understand users perspective of the website/blog
This area is truly vast. Please plan your research such that it can be completed within the given term.
All the above should be considered in the context of pertinent competition.

Preparation and Grading:

Presentation: 10 points
Date: Session 19
Submission:
1) E-mail me the paper and the presentation before class
Each team has to make a presentation of the analysis. Approximately 15 minutes will be allowed to each
team for the presentation. This allotment includes the time allowed for setting up the presentation and for
handling questions at the end of the presentation.
For the presentations, it is required that the teams make use of some sort of visual aid (e.g., PowerPoint
slides). The teams are free to use any form of audio or video. Other forms of visual presentations like a
collage or models are also acceptable.
Grading: The presentation will be judged on the following criteria:
Organization and clarity of facts
Choice of representative materials for the presentation
Inclusion of material from each of the issues mentioned in the previous section

Paper: 20 points
Date: Session 19
Each team is required to submit soft copies of the paper and the presentation. Remember, all teams need to
turn in their papers and presentations on this day, irrespective of the order of presentation.
The paper will be judged on the following criteria:
Exposition of the subject: Overall view of the subject; comprehensiveness; extent to which concepts from
the course are applied to what you are analyzing
Research: Soundness of interpretation; quality of material; effort expended to gather information
Format: Meaningful subsections.
The final paper should not exceed 20 pages (a minimum of 15 pages), including appendices. Use doublespaced presentation format, with the font size not more than 12. Each chapter should start on a new page.