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Redesigning Sunnymeadows.ca (A)
內容大綱
A marketing manager at an RV park developer wants to update the company’s online presence in preparation for a new product launch. Lacking any website design skills himself, he must address various issues, such as where to find potential web design agencies, and how to select an agency. Soon after selecting an agency, the marketing manager begins to doubt his decision. The agency does not seem aligned with the marketing manager’s strategic vision for the website, and has wasted valuable time producing work that must be discarded. The marketing manager, now too close to the new product launch to hire a new agency, must determine how to ensure the agency’s work adheres to the project’s strategy, budget, and timeline.
學習目標
Launching interactive marketing projects can be an intimidating and complex process for managers, especially when an external firm is relied upon for the production of the campaign. This case explores some of the common problems encountered by non-technical managers in launching interactive marketing projects. One key topic is the overall website strategy: What should be contained on a website? What shouldn’t? How should the goal of a website be established?