Digital Marketing Communication and Analysis Strategy

Digital marketing communication
and analysis and strategy
1

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysis and discussion ..............................................................................................................3
7S framework...............................................................................................................................4
RACE framework........................................................................................................................5
SWOT analysis............................................................................................................................6
PESTLE analysis.........................................................................................................................7
Suitability, feasibility and Acceptability......................................................................................8
Competitors analysis ...................................................................................................................9
Recommendation ........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Digital marketing is process to promote the goods and services through digital platforms.
The digital marketing communication is a tool to communication digitally like ads, advertising,
pay per click and many more (Kannan, 2017). The analysis of digital marketing uses to evaluate
the business, competitor to develop custom, audience. As the digital marketing is a vital
component of market ing that make use of internet and other online technologies, its strategy
describe series of activity who make use of internet to promote the commodity. UK university is
trying to attract the student regularly with digital marketing techniques. University also having
its strategy to promote the products. King's college London is competitor of university which is
public research university established in 1829. The aim of this report is to understand the way
digital marketing contribute in attracting students so that university get competitive advantages.
Therefore, the objective is to gather necessary information related to digital marketing for
benefits of organization. This report has determined the analysis of digital marketing strategy,
the elements of marketing communication mix (Dahiya and Gayatri, 2018). It has further
evaluated various framework and inspect intrinsic and extrinsic environment digitally then it has
provided the recommendation for new digital marketing strategies in contrast of marketing mix.
MAIN BODY
Analysis and discussion
Manager of university have series of different actions to make use of digital marketing channels
to achieve university goal. The manager of university have taken various steps to develop a
favourable digital marketing strategies. They have adopted different platform like website, social
media, email marketing and content marketing to attract students. The digital marketing strategy
which the university is having is very effective as it helps student to now the platform which are
used by university (Vieira And et. al., 2019). Currently university is using website and social
media to reach and attract the targeted audience to become its student. University is regularly
updating and posting necessary post there. University is using different ways to communication
with the targeted audience. The university has advertising its courses on TV, Press and Radio.
The staff is also promoting university by door to door promotion. The effectiveness of digital
marketing is explained the various framework.
3

7S framework
The 7s model is a model of management. It used to analysis the university assess and monitor the
respective change in intrinsic side of organization. This analysis help university to perform good
in the competitive market. With the help of this framework the university can determine the
digital marketing strategy.
Strategy: University is using different platforms for promotional activity. The university is
having digital marketing strategy to promote, which provide them competitive advantage. With
the help of social media they are posting regularly image of their courses and studies. In that they
provide information related to university and its work such as educational facilities,
infrastructure, the targeted audience and other related points of services which are provided by
university.
Structure: The university is having a well-defined structure their employee's and other staff
know they roles and responsibilities. The university is organized in proper manner, as the
department know they particular work and contribution in end goal. The employees are well
aware about their duties and with that the coordination between superior and subordinates is also
developed (Perveen and Habib, 2017).
System: The university have clear system in that the action and procedures that are performed by
employee's to complete their work. The university manager is inspecting the activities on daily
basis so that there is no double work and no mistake. This is a hard element in the framework.
Share values: in this element the university is regularly doing their work keep in mind the
primary motive. They are try to be ethical towards the society and audience. The share values are
also known as subordinate goals. The share value represent the moral value that are followed by
university while performing its work.
Style: The university have democratic and transformational leadership style to lead its
subordinates. University have adopted these leaderships to reach its goal more effectively and
manage the employee's efficiently.
Staff: The university having best and efficient employee's to provide education in different field.
Their capability to perform the work more effectively and students get the best education.
Skills: The staff and manager have favourable skills and knowledge to contribute towards the
work. The employee's are trained by manager to develop their knowledge and skill so they can
provide better quality of education.
4