Subject Name: Digital Marketing and Communication
Assessment Title Digital Marketing Plan
Assessment Type: Length:

Individual Written Report
2500 words
Your task
Prepare an Integrated Digital Marketing (IDM) plan and present it as a 2,500 word report.
Assessment Description
Students will be given the opportunity to create strategies on how to overcome identified risks in digital marketing and communication. There will also be an opportunity to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies.
In addition to this, students will evaluate e-marketing compared with traditional and blended methods to identify future opportunities for business growth.
Assessment Instructions
You are to review the organisations’ digital marketing problems (using the findings from assessment
1) to develop the Integrated Digital Marketing (IDM) plan and attempt to solve the problems through the better use of digital marketing knowledge you have learned from this subject.
Your key objective is to integrate your subject knowledge by including the set of digital marketing models and frameworks, strategies and tactics to generate a personalised and successful IDM plan for your organisation.
Your plan must attempt to raise awareness and generate interest in your client’s product/service to a chosen target segment. You must include tools to monitor your campaign and to measure its digital impact (e.g., YouTube subscribers, Instagram likes, Facebook comments, Twitter retweets, blog mentions, and so on).
The recommendations provided should showcase your creativity while still being feasible. Your digital marketing plan report should follow the format below:
1) Introduction (approximately 400 words)
a. concisely describe the current business mission, strategy and operations of your client, the industry in which the company operates, industry trends, major competitions, client strengths and weaknesses in relation to major competitors, macro-environmental threats and opportunities and current digital presence.
b. Describe the marketing strategy of the client in terms of current product/service offerings, the target markets to which these are directed, customers segments and value propositions, and the product/service positioning strategies being used to deliver the value propositions to the chosen customer segment.
2) Integrated (traditional + digital) Marketing Strategy (approximately 400 words)
Based on 1a and 1b above, identify the primary marketing challenged (justified by the audit from assessment 1) being faced by the client and any recommendations you may have about how the marketing challenge could be addressed.
Summarise your justification for changing your client’s marketing strategy to achieve digital integration by re-targeting marketing efforts, re-defining customer segments, re-positioning product/service offerings, and/or changing value propositions.
Identify specific changes being proposed in product, price, channel and promotion strategies through digital transformation.
3) Digital Marketing Plan (approximately 1200 words)
Describe your proposed digital marketing plan in detail. For each item or activity listed, discuss
how it will help to achieve the client’s marketing strategy, address the marketing challenge you’ve identified, and capitalise on any new digital marketing opportunities that are related to the challenge.
Describe the digital assets/platforms (e.g. tools) that you believe the client should implement in their strategy.
Bear in mind that not all digital platforms discussed across the trimester need to be implemented- only use the ones you believe are directly related to the business and the ones that you see as the best tools to help the business achieve their objectives and digital integration.
Use your judgement in selecting the digital platforms and include making selections from items covered in the subject including but not limited to:
- SEO (Search Engine Optimisation)/Analytics
- Social Media Marketing (e.g. Facebook advertising)
- Social Media (e.g. Creation of a Facebook fan page)
- Mobile Marketing
- Email Marketing
- Content Marketing
4) Conclusion and Final Recommendations (approximately 500 words)
Use this section for summarising the highlights of your digital marketing plan.
5) References
You are required to use at least 10 sources of information and reference these in accordance .These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. The used references should be presented as in-text citations and a reference list at the end of your report.
Marking Criteria ( Business and

/100)

F (Fail)
0 – 49%
Y
you have provided an

P (Pass)
50 – 64%
You have provided a basic

C (Credit)
65 – 74%
You have provided an

D (Distinction)
75 – 84%
You have provided a detailed

HD (High Distinction)
85 -100%
You have provided a
Marketing Strategy
Overview
/5 marks Integrated Marketing Strategy
/20 marks
Digital Marketing Plan
/25 marks
Recommendations
/25 marks
Conclusion
/5 marks
Report Format
/10 marks
In-text Citations and
Referencing
/10 marks

overview of the business
and its current marketing strategy that is unclear
and/or irrelevant to the assessment task.
You have described the marketing challenge by providing limited or no justification for digital integration/transformation.
You have provided a limited or no digital marketing plan with minimal or no aligned objectives. Limited or no digital platforms discussed in the strategy formulation. You have proposed unclear or no strategic recommendations that demonstrate a poor understanding of digital marketing contexts.
You have provided vague or no conclusions.
The format chosen for your report is inappropriate and/or lacks thought and consideration for the intended audience.
Neither in-text referencing and/or reference list adheres to Kaplan Harvard Referencing Style.

overview of the business and
its current marketing strategy.
You have described the marketing challenge by providing basic justification for digital integration/transformation.
You have provided a basic digital marketing plan that is partially aligned with the objectives. Some relevant digital platforms discussed and used in the strategy formulation.
You have proposed strategic recommendations that demonstrate a limited understanding of digital marketing contexts.
You have provided basic conclusions.
The format chosen for your report is appropriate, but
further attention to detail would improve its presentation.
In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with some errors.

enhanced overview of the
business and its current marketing strategy.
You have analysed the marketing challenge by providing a mostly relevant justification for digital integration/transformation.
You have provided a detailed digital marketing plan that is mostly aligned with the objectives. Relevant digital platforms discussed and used in the strategy formulation.
You have proposed strategic recommendations that demonstrate a suitable understanding of digital marketing contexts.
You have provided detailed conclusions, although further clarity is needed.
The format chosen for your report is appropriate, but minor changes would enhance its presentation.
Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors.

overview of the business and its
current marketing strategy.
You have analysed the marketing challenge by providing a thorough justification for digital integration/transformation.
You have provided a detailed digital marketing plan that is aligned with the objectives. Thorough and relevant digital platforms discussed and used in the strategy formulation.
You have proposed strategic recommendations that demonstrate an advanced understanding of digital marketing contexts.
You have provided clear conclusions.
Your report is professionally presented and has been submitted in the appropriate format.
Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors.

comprehensive overview of the
business and its current marketing strategy.
You have critically analysed the marketing challenge by providing a thorough justification for digital integration/transformation.
You have provided a comprehensive digital marketing plan that is aligned with the objectives. Thorough and relevant digital platforms discussed and used in the strategy formulation.
You have proposed strategic recommendations that demonstrate an expert understanding of digital marketing contexts.
You have provided comprehensive conclusions.
Your report is professionally presented and exceeds expectations for what is suitable for a business environment.
Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.