Internet Marketing

INTERNETMARKETING Final Project

DIGITAL MARKETING PLAN

STEP 2

Your capstone project is designed to have you apply what you have learned in this course to a fictional product

(good or service). Over the course of the semester, you will build your internet marketing plan in five steps. You’ll

receive feedback for each part, to be included in your final submission.

• Using the information that you created in STEP 1, complete the following:

STEP 2

REMEMBER TO NUMBER YOUR ANSWERS:

I. Using your imagination and the information you created in Step 1, assess your strategic options using the
TOWS model.

LIST STRENGTHS,

WEAKNESSES,

OPPORTUNITIES AND

THREATS IN THE BOXES

Internal strengths (S) Internal weaknesses (W)

External opportunities (O)
SO “Maxi-Maxi” Strategy

Use strengths to maximize opportunities

WO “Mini-Maxi” Strategy

Minimize weaknesses by taking

advantage of opportunities

External threats (T)
ST “Maxi-Mini” Strategy

Use strengths to minimize threats

WT “Mini-Mini” Strategy

Minimize weaknesses

and avoid threats

a. When the outer boxes have been completed, look at the four strategy boxes. What strength(s) will
maximize which opportunity? (Make this a complete sentence so your thought process is clear.)

b. Decide which strategic options you will address first in your plan. (In other words, prioritize the
strategies you develop.

II. For your organization, create objectives using the REAN framework.

Area Your objectives
CONNECT TO A STRATEGY (CREATED ON PAGE
ONE)

Reach
OBJECTIVE
1

Engage
OBJECTIVE
2

Activate
OBJECTIVE
3

Nurture
OBJECTIVE
4

• Your capstone project is designed to have you apply what you have learned in this course to a fictional product (good or service). Over the course of the semester, you will build your internet marketing plan in five steps. You’ll receive feedback for …
•  Using the information that you created in STEP 1, complete the following:

STEP 2
REMEMBER TO NUMBER YOUR ANSWERS:

• I. Using your imagination and the information you created in Step 1, assess your strategic options using the TOWS model.
• a. When the outer boxes have been completed, look at the four strategy boxes. What strength(s) will maximize which opportunity? (Make this a complete sentence so your thought process is clear.)