The assignment talks about Marketing Communication in a Digital World. Additionally, there is  a description of Pandora’s digital marketing decisions. So, evaluate the key segmentation criteria that Pandora should use to target the right segment in the UK.

Marketing Communication in a Digital World

Task 1: Digital marketing environment

Firstly, analyse Pandora’s digital marketing environment. Secondly, discuss how Pandora to continue to position the brand as affordable, good quality jewellery online. Thirdly, analyse macro, micro and internal environmental factors that impact Pandora’s digital marketing decisions. Also, discuss how these factors create opportunities/threats and strength/weaknesses.

Marketing Communication in a Digital World

Task 2: Digital Marketing strategy

Looking to the future vision of Pandora, which is ‘to become the world’s most recognised jewellery brand’. It plans to position the brand as affordable, good quality jewellery, but to develop new products. You are required to:

Additionally, evaluate the key segmentation criteria that Pandora should use to target the right segment in the UK and propose distinctive positioning for the new product.

Marketing Communication in a Digital World

b. Propose an online marketing communication for the launch of the new product (rings, earrings or necklaces).

Make reference to appropriate marketing theories and models that apply and explain digital marketing planning. Students will need to complete a cover sheet and complete references.

Detailed Instructions

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