Guthrie, MaeveCunha, Rita Campos eMalik, Surina2017-04-272019-07-012016-07-06http://hdl.handle.net/10362/20561CEMSThis report is about a business project titled “Development of the digital marketing strategy based on global best practices” and entails a social media strategy for the National Dairy Council (NDC) of Ireland. It has the objective to communicate their message in promoting the Irish dairy industry and the vital role that dairy products play in maintaining a healthy lifestyle, across different social media platforms. The approach was defined by summarizing main findings in the form of a literature review, as well as conducting a benchmark analysis across 14 dairy and non-dairy organizations and brands worldwide.engSocial mediaMarketingDairy industrymaster thesis201530058