07-37288 LM Digital Marketing Live Project Assignment Brief 2026 | University of Birmingham

07-37288 Assignment Brief

You have recently been appointed to the role of a Digital Marketing Consultant for ABC Boat Hire. In your role, you have been tasked with creating a digital strategic plan to support ABC Boat Hire’s aspirations of increasing their brand awareness and market presence (appealing to a newer, younger family audience) and a plan to aid growth and increase year-on-year sales.

Please read the brief (enclosed) carefully, and you will undertake a strategic audit and create a digital marketing plan that will be useful to ABC Boat Hire. Your strategic audit/plan must be linked to theory, concepts, principles and techniques in digital marketing and strategy.

Digital Marketing Strategic Audit

Within the vacation and holidaying sector, there have been major technological disruptions and changes in the marketing of holiday stays and destinations – conduct a digital marketing strategic audit. Please address the following requirements in your audit:

• Summary of the importance of digital marketing strategy – why is it important for brands and agencies?
• Identify and analyse key drivers of digital disruption (changes that technological developments bring to markets, brands, and consumers) that have occurred in the travel and tourism sector (particularly holidaying, and short and longer stays).
• Suggested word count guide for the audit (1,000 words)

Digital Marketing Strategic Plan

Having undertaken an audit on the travel and tourism – holidaying sector, create a strategic plan (on behalf of ABC Boat Hire) outlining how ABC Boat Hire can establish more of a market presence in the holidaying (short and long stay) market in the UK and appeal to a newer, younger family audience. In your strategic digital marketing plan, please consider the following:

• Identify key emerging markets for ABC Boat Hire to target.
• Outline a digital marketing strategy for ABC Boat Hire to connect with and build relationships with – focus should be on a newer, younger family audience and for maximising return booking opportunities.
• Tactics (How will they get there). Recommend digital marketing tactics to raise ABC Boat Hire’s profile that will inspire a younger audience to engage with and book with ABC Boat Hire – consider the digital channels (remember ABC Boat Hire sees TikTok as an integral channel), channel conversion strategy, and communication and branding strategy.
• Make recommendations on the digital marketing metrics that can be used to evaluate your recommended digital marketing tactics.

Suggested word count guide for the plan (1,500 words)

In your digital marketing strategic audit/plan, please consider and refer to:

Your audit and plan must be framed using relevant theory from the module.

Please include images and supporting material to illustrate your example and argument. Images may be used in the main body if necessary to aid understanding or may be placed in the appendix if supplementary. Content in the appendix does not count towards the word but and, nor does it count towards the final grade.

Digital Marketing Live Project

Digital Marketing Project Brief: ABC Boat Hire (Client of 3M Agency)

ABC Boat Hire is a UK Canal Boat Holiday company with over 40 years in business on the waterways. They provide beautiful canal boat holidays across 14 destinations across the UK. ABC Boat Hire is a long-standing client of M3. During Covid and a short while afterwards, the staycation market in the UK was booming, but in more recent years, people are choosing to go back overseas for guaranteed sun.

This has meant a shrinking market and declining growth for ABC Boat Hire.

ABC Boat Hire would like to reconnect with a huge older market who enjoy the waterways and staycations, whilst also appealing to a newer, younger family audience who may want to try a canal holiday during the summer season.

ABC Boat Hire seeks to increase community engagement and repeat bookings whilst attracting newer, younger family audiences.

They see the community engagement through:

• Organic Social
• Email marketing/nurture journeys
• Sponsored content
• Growth for a younger audience: TikTok content and influencers.

The task is to develop a strategic plan for ABC Boat Hire with the aim of making UK canal boating a thriving destination for a family holiday. The digital plan should focus on:

How ABC Boat Hire can increase repeat bookings (year on year)
Create a TikTok strategy that connects and inspires a younger audience (25-35) to engage with ABC Boat Hire and possibly book
Increase ABC Boat Hire’s bookings overall by 10% (year on year)

Module Learning Outcomes

In this assessment, the following learning outcomes will be covered:

LO 1. Analyse digital marketing principles and techniques.
LO 2. Critically discuss digital marketing principles and techniques.
LO 3. Differentiate alternative marketing strategies based upon theoretical concepts.
LO 4. Explore the challenges and opportunities for an organisation’s digital marketing strategy.

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