Assessment Title: Assessment 2: Digital Marketing and Communication Channels

Assessment Information

Assessment Information Subject Code: MBA631

Subject Name: Digital Marketing and Communication

Assessment Title: Assessment 2: Digital Marketing and Communication Channels

Weighting: 40% Word Limit: 2000 words Total Marks: 40

Due Date: Monday of Week 7 at 23.55 pm AEST .

Assessment Description The purpose of Assessment 2 is to develop a great understanding of least TWO digital marketing tools/ platforms most commonly found in today’s business environment. From working with your client and the findings from the Audit in Assessment 1, choose TWO digital marketing tools that would meet the needs of the company. The format of the submission is to be as follows:  Introduction: Give a brief background of the company and an overview of the findings from the Audit. State your justification for choosing the two tools you will be exploring in detail.  Digital Marketing Platform/Tool #1: o Give a background/history of the platform/tool (e.g. Facebook started in 2004, etc.), the pros and cons, etc. o Which digital marketing/business objective does this fulfil for the company? o Implementation of the platform/tool to be used (see below) o How will you measure its success?  Digital Marketing Platform/Tool #2: o Give a background/history of the platform/tool (e.g. Facebook started in 2004, etc.), the pros and cons, etc. o Which digital marketing/business objective does this fulfil for the company? o Implementation of the platform/tool to be used (see below) o How will you measure its success?  Recommendations  Conclusion/Summary  References Platforms/Tools you can choose from. The following are just suggestions. If you have one that is not listed here, please get confirmation from your Workshop Facilitator. Note: You may have to conduct further investigation on how to implement each of these as we will not be going over the detailed ‘how-to’ instructions in class.  SEO/Analytics: The essential idea of SEO and Analytics is to experiment with changes to the client’s website to improve the website’s visibility in a search engine’s “natural search” results. The changes may include, but not be limited to: change title, add meta tag description, rewrite Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. documents using key words, change website structures. Metrics are available to determine the performance of any changes. For example, take a screen shot of the page and make suggestions on what your client should do.  Search Ad Campaign: Provide an overview of your search ad campaign, such as budget, keywords you plan to use, and targeted audience. (e.g., https://adwords.google.com/KeywordPlanner). Use web analytic tools to research appropriate key words. Discuss how you plan to measure the results of your search ad campaign.  Mobile Marketing: This strategy can include the use and development of a QR Code, creating the justification around the development of a mobile app and what it would do for the company, location-based mobile marketing, beacon/proximity marketing, etc. Choose one in this category that would align with the company’s objectives.  Email Marketing: This includes choosing an email marketing platform (e.g., Mailchimp) and putting together an email marketing campaign suitable for the company. This could include a ‘drip campaign’ which would include the copy for a series of 3 emails.  Social Media Marketing: Describe your social media marketing efforts so as to demonstrate your creativity, ability to execute, and an understanding of the data needed to evaluate your implementation. First, recommend the social media platforms your client should use. Then, recommend the specific tasks that your client could implement using those platforms. Here are some examples of what you can do and what type of information to provide in your report. These are only illustrative suggestions. Use your creativity in coming up with others. a. If you recommend blogging on certain topics, write 3-4 blog entries. Include them in your in your report and explain why they would be helpful in implementing the proposed strategy. b. If you recommend creating a Facebook page, describe the content you are planning to create to engage the targeted audience. Include examples of such content in your report and describe how they would be helpful in connecting with customer segments. If you want to use Facebook advertising, provide a summary of the proposed advertising campaign, sample ads, and predicted outcomes (e.g., click-through rates). c. If you recommend tweeting, provide the text for at least three (3) tweets as examples and explain why they could engage targeted customers. Discuss the hashtags you would use to connect with “influencers” and any proactive actions you might take to latch on to “trending” hashtags. d. If you recommend posting a YouTube video, create the video (3-5 minutes), post it on YouTube and report information about projected views and expected comments over time. Discuss optimisation of your video and precisely how it could go viral. e. If you recommend other social media tools, such as using Pinterest, Instagram, Tumblr, Snapchat, etc. provide rationales for so doing. Illustrate the content you would make available on those platforms. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Criteria F (Fail) 0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% D (Distinction) 75% – 84% HD (High Distinction) 85%-100% Mark Assessment Content (Subject Specific) OUT OF 34 MARKS Introduction Introduction was not included. No reference to Audit findings. No justification for choice of tools. Introduction was vague. Slight reference to Audit findings. Vague justification for choice of tools. Introduction covered basic background and overview of the audit findings. Justification needed to be stronger. Very good introduction with clear background and overview of findings. Justification for both tools clear. Excellent introduction with clear background of the company and audit findings. Justification for both tools very clear. / 6 Digital Platform / Tool #1 No background on platform, pros/cons not discussed. No implementation shown. Background of platform, objectives stated. More detail needed in implementation & measurement. Good background of platform, objectives stated though unclear. Implementation & measurement needs more detail. Very good background of platform, objectives stated, Good implementation & measurement. Excellent background of platform, clear objectives, Detailed implementation & measurement. / 12 Digital Platform / Tool #2 No background on platform, pros/cons not discussed. No implementation shown. Background of platform, objectives stated. More detail needed in implementation & measurement. Good background of platform, objectives stated though unclear. Implementation & measurement needs more detail. Very good background of platform, objectives stated, Good implementation & measurement. Excellent background of platform, clear objectives, Detailed implementation & measurement. / 12 Recommendations / Conclusions / Summary Conclusions were not addressed / included. Conclusions were vague. Conclusions were addressed. Very good conclusions though could have been clearer. Explicit and clear conclusions. / 4 Structure Format and Presentation (Consistent across all courses) OUT OF 6 MARKS Answer clearly and logically presented Writing style is unclear; lacks logical flow and structure (0) Writing style lacks some clarity; some flaws in logical flow and structure (1) Writing style is mostly clear; Generally logical flow and structure (2) Answer presented mostly clear and logical (3) Answer presented very clear and logical. (4) / 2 Appropriate theory and research used to answer question posed Inappropriate and outdated theory and research used Adequate theory and research used; Some research dated. Met minimum standards, Good theory and research used. Current. Could have had more indepth research. Very good and in-depth theory and research used; current and thorough. Excellent and current theory and research used; Depth of research exceeded expectations / 1 Correct academic writing style used, including correct spelling, grammar and punctuation Non-academic writing style, lacks clarity and has no flow. No structure. Many spelling and grammatical errors. Writing style is non-academic though is clear; minor flow and structure issues. Spelling/ grammatical errors. Academic writing style is clear; good flow, some structure issues. Some spelling or grammatical errors. Clear academic writing style with very good flow and structure. Minor spelling or grammatical errors. Academic writing style is very clear with sound flow and structure. No spelling or grammatical errors. / 1 Format of answer consistent with question requirements and KBS guidelines Format of answer does not follow KBS guidelines of the question requirements Format of answer adequately meets question requirements; KBS guidelines inconsistent Format of answer meets question requirements and KBS guidelines; some errors Format of answer consistent with question requirements & KBS guidelines; a couple of errors Format of answer exceeds question requirements and KBS guidelines; no errors / 1 In-text referencing and reference list follows Harvard style and consistent with KBS guidelines None or very few sources are acknowledged. Does not follow Harvard style nor KBS guidelines. (0) Acknowledged few sources in text and reference list. Few citations and references follow Harvard style. KBS guidelines rarely adhered to. (1) Acknowledged some sources in text and reference list. Inconsistent use of Harvard style. Some KBS guidelines adhered to. (2) Acknowledged most sources in text and reference list. Most citations and references follow Harvard style. Most KBS guidelines adhered to. (3) Acknowledged all sources in text and reference list. All citations and references follow Harvard style. All KBS guidelines adhered to. (4) / .5 Word count is within + / – 10% of requirement Word count is within + / – 30% of requirement (0) Word count is within +/- 25% of requirement (.5) Word count is within + / – 20% of requirement (1) Word count is within + / – 15% of requirement (1.5) Word count is within + / – 10% of requirement (2) / .5