Posted: June 6th, 2016
Content calendar (where applicable)
• References
The penalty for exceeding the specified word count will result in your work being returned unmarked.
Assignment structure (SOSTAC ®)
To produce a robust report, and gain good marks, you must:
Assimilate the facts contained in the brief itself
Carry out additional research (such as market condition, consumer insight and competitor analysis using relevant resources in the public domain)
Apply the learnings from your qualification to demonstrate you understand them
Structure your report to build a logical argument, clearly answering all elements of the task
How to tackle your assignment – Postgraduate Diploma in Digital Marketing
© 2015 The Institute of Direct and Digital Marketing. All rights reserved. IDM is a registered
trademark. Registered charity no. 1001865
With regard to structure, the SOSTAC® planning system provides a logical approach to your assignment:
S
Situation
Where are we now?
Think about performance, capabilities, resources, customer insight, brand perception, PESTLE/SWOT analysis, competition and market dynamics (internal and external analysis)
O
Objectives
Where do we want to be?
Consider the long, medium and short-term objectives covering sales, market share, customer service, efficiency gains
S
Strategy
How do we get there?
Segmentation, targeting, positioning, 7 Ps, brand and creative proposition
T
Tactics
How exactly do we get there? What happens, when?
Tactics are the details of the strategy
Marketing mix and communications mix
A
Action
What is our plan?
Who does what, when? (Internal and external resources) Drill down into the details of the tactics
Explore systems and processes
C
Control
Are we getting there?
How do we monitor performance? What control systems are in place? What happens with feedback?
How to tackle your assignment – Postgraduate Diploma in Digital Marketing
© 2015 The Institute of Direct and Digital Marketing. All rights reserved. IDM is a registered
trademark. Registered charity no. 1001865
Your assignment, with numbered pages, should comprise:
A cover sheet, completed and signed Executive summary*
Contents page*
(S) Situation analysis (this is the starting point for your report)
(O) Objectives
(S) Strategy
(T) Tactics
(A) Actions
(C) Control (including contingency plan) Budget
Appendices References*
* These elements should be written at the end, once you have completed the main body of your assignment
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