UNIVERSITY OF SOUTH AFRICA
College of Economic and Management Sciences
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3714: Digital Marketing
Assignment 01 | Semester 2, 2026
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3714
Module Code:
Digital Marketing
Module Name:
Marketing and Retail Management
Department:
The Grand Barbershop and Nailbar
Case Study: (TGB&N Grooming)
Digital Marketing Plan, Website and SEO
Assignment Topic: Proposal
Assignment 01
Assignment Number:
Semester 2, 2026
Semester:
Submitted in partial fulfilment of the requirements for Digital Marketing, UNISA 2026
, UNISA | MNM3714 TGB&N Grooming Digital Marketing Plan
Question 1: Digital Marketing Plan for TGB&N Grooming
A digital marketing plan gives an SME such as TGB&N Grooming a structured method of al-
locating a limited marketing budget across the online channels that actually reach barber-
shop and nail-bar customers, rather than experimenting with digital tools on an ad hoc ba-
sis. Chaffey (2023) argues that every business, regardless of size, needs to invest continu-
ously in a defined set of essential digital marketing pillars rather than treating a website or
social media page as a once-off project. This principle applies directly to TGB&N Groom-
ing, a personal-care SME competing for local, appointment-driven customers in a township
or suburban grooming market where word-of-mouth and social proof heavily influence buy-
ing decisions (Niewenhuizen, Dilotsotlhe and Cant, 2024). The plan below discusses the six
components of website, search engine optimisation, paid search/social advertising, social
media marketing, email/CRM marketing and content marketing, matching each to what the
case study suggests TGB&N Grooming currently does and what it should do next.
Website
Content
Marketing SEO
TGB&N
Digital Plan
Email / CRM Paid Social
Marketing & PPC
Social Media
Marketing
Figure 1: The six key components of TGB&N Grooming’s digital marketing plan
1.1 Website
The case study suggests TGB&N Grooming relies mainly on its physical premises and pass-
ing foot traffic, with no dedicated transactional website in place. A website is the one digital
Page 2 of 11
College of Economic and Management Sciences
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3714: Digital Marketing
Assignment 01 | Semester 2, 2026
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
MNM3714
Module Code:
Digital Marketing
Module Name:
Marketing and Retail Management
Department:
The Grand Barbershop and Nailbar
Case Study: (TGB&N Grooming)
Digital Marketing Plan, Website and SEO
Assignment Topic: Proposal
Assignment 01
Assignment Number:
Semester 2, 2026
Semester:
Submitted in partial fulfilment of the requirements for Digital Marketing, UNISA 2026
, UNISA | MNM3714 TGB&N Grooming Digital Marketing Plan
Question 1: Digital Marketing Plan for TGB&N Grooming
A digital marketing plan gives an SME such as TGB&N Grooming a structured method of al-
locating a limited marketing budget across the online channels that actually reach barber-
shop and nail-bar customers, rather than experimenting with digital tools on an ad hoc ba-
sis. Chaffey (2023) argues that every business, regardless of size, needs to invest continu-
ously in a defined set of essential digital marketing pillars rather than treating a website or
social media page as a once-off project. This principle applies directly to TGB&N Groom-
ing, a personal-care SME competing for local, appointment-driven customers in a township
or suburban grooming market where word-of-mouth and social proof heavily influence buy-
ing decisions (Niewenhuizen, Dilotsotlhe and Cant, 2024). The plan below discusses the six
components of website, search engine optimisation, paid search/social advertising, social
media marketing, email/CRM marketing and content marketing, matching each to what the
case study suggests TGB&N Grooming currently does and what it should do next.
Website
Content
Marketing SEO
TGB&N
Digital Plan
Email / CRM Paid Social
Marketing & PPC
Social Media
Marketing
Figure 1: The six key components of TGB&N Grooming’s digital marketing plan
1.1 Website
The case study suggests TGB&N Grooming relies mainly on its physical premises and pass-
ing foot traffic, with no dedicated transactional website in place. A website is the one digital
Page 2 of 11
