ASSESSMENT BRIEF
Subject Code and Title MKG203: Digital Marketing Communications
Assessment Individual DMC Plan
Individual/Group Individual
Length 2000 words (+/- 10%)
Learning Outcomes a) Define digital marketing communications (DMC) and its role in marketing strategy.
b) Demonstrate an understanding of the DMC environment and apply it to marketing planning.
c) Identify the DMC mix and its application in marketing management and planning.
d) Describe the role of data and personalisation when developing DMC.
Submission By 11:55pm AEST/AEDT Sunday of Module 6 (week 11)
Weighting 45%
Total Marks 100 marks
Context:
In this assessment you will develop a ‘real life’ digital marketing communications (DMC) plan for an organisation. Imagine you are a DMC consultant for this organisation. You will choose an organisation and develop a plan for it, engaging concepts and strategies explored in the subject. The idea here is to critically analyse the current DMC approach of the organisation in relation to the marketing environment it operates in, and identify DMC strategies you think would improve its performance, supporting this with DMC concepts from the course and current literature in the field (e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports etc.,). The key here is to provide justification to strategy development.
Instructions:
Your task for this assessment is to prepare a report providing:
1. Title page, table of contents, executive summary
2. A report introduction
3. A brief company introduction, competitive and SWOT analysis.
4. A brief summary of the company’s target marketing, positioning and branding from a digital /online perspective. You should provide any recommendations for these strategies. 5. DMC Objectives
MKG203_Assessment3-DMCPlan Page 1 of 7
6. DMC Mix plan. This is where you present your recommendations substantiated by research /course work engagement and reference to best practice.
7. Monitoring and control. How will you measure the performance of your strategies.
8. Conclusion
9. Appendix. In the appendix you are to select two (2) of the following practical tasks to complete and include in the appendix:
? A website redesign. This can be done using a mock design of the home page and a website hierarchy diagram. Alternatively, you could take a screen shot of the existing web page and annotate your changes on of the relevant pages.
? Complete a sample blog post for the company.
? Design a Google AdWords advertisement and a brief overview (which can be described or presented visually of the landing page)
? Design a Facebook advertising campaign e.g., a sponsored post or advertisement. Explain the target market, the rationale of the advertisement and the goal of the campaign in terms of where the prospects end up and what you want them to do.
? Design a YouTube strategy presenting recommendations for a YouTube Channel and a brief synopsis of a key YouTube video.
? Design and present a monthly company email newsletter.
Submission Instructions:
• The presentation recommended for this Assessment is REPORT FORMAT.
• Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.
• The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
• Should not be written from a 1st person context, but rather from the 3rd person perspective.
That is, “I, we, my, our” are not acceptable;
• All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles;
• Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).
• Can use any combination of narrative, point form, diagrams, graphs, tables or images to increase the -readability- of the submission.
Submit one word or PDF document to Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.
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Learning Rubric: Assessment 3: Individual DMC Plan
Assessment Attributes Fail (Unacceptable) (0-49) Pass
(Functional)
(50-64) Credit
(Proficient)
(65-74) Distinction
(Advanced)
(75-84) High Distinction
(Exceptional)
(85-100)
Grade
Description
(Grading Scheme)
Fail grade will be awarded if a student is unable to demonstrate satisfactory academic performance in the subject or has failed to complete required assessment points in accordance with the subject’s required assessment points. Pass is awarded for work showing a satisfactory achievement of all learning outcomes and an adequate understanding of theory and
application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged. Credit is awarded for work showing a more than satisfactory achievement of all learning outcomes and a more than adequate understanding of theory and
application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged. Distinction is awarded for work of superior quality in achieving all learning outcomes and a superior integration and understanding of theory and application of skills. Evidence of indepth research, reading, analysis and evaluation is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged. High Distinction is awarded for work of outstanding quality in achieving all learning outcomes together with outstanding integration and understanding of theory and application of skills. Evidence of indepth research, reading, analysis, original and creative thought is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged.
Introduction
Report purpose established company overview
Competitive analysis
Brief summary of key competitors
No clear report purpose established. Limited or no company overviews provided.
Little or no understanding of current digital marketing Clear report purpose established. Introduction completed satisfactorily. Satisfactory company overviews provided.
Satisfactory understanding of current digital marketing Good clear report purpose established. Good introduction with industry contextualisation established. Good company overviews provided.
Very good clear report purpose established. Very good introduction with industry contextualisation established. Very good company overviews provided.
Very good clear report purpose established. Excellent introduction with excellent industry contextualisation established. Excellent good company
overviews provided
SWOT analysis
Demonstrated an understanding of
current digital marketing
communication trends through a referenced SWOT analysis.
15 % communication trends.
Little or no referencing for the SWOT analysis.
communication trends.
Satisfactory referencing for the SWOT analysis and some strengths and weaknesses identified.
Good understanding of current digital marketing
communication trends. Good
referencing for the
SWOT analysis and good list of strengths and weaknesses identified.
Very good understanding of current digital
marketing communication trends. Very good
referencing for the SWOT analysis from a wide
range of quality sources and a very good list of
strengths and weaknesses identified.
Excellent understanding of current digital marketing
communication trends.
Excellent referencing for the industry
opportunities and
threats analysis from a wide range of quality
sources and a very good list of strengths and
weaknesses identified.
Objectives, Targeting, branding Positioning
Provided a brief summary of the DMC objectives, target marketing, positioning and branding from a digital /online perspective and any
recommendations
10 %
Little or no summary provided of objectives, target marketing, positioning and branding from a digital /online perspective.
Satisfactory summary provided of objectives, target marketing, positioning and branding from a digital /online perspective. Some SMART objectives offered.
Good summary provided of objectives, target marketing, positioning and branding from a digital /online perspective. Some good SMART
objectives offered and some good recommendations identified.
Very good summary provided of objectives, target marketing, positioning and branding from a digital /online perspective. Some good SMART objectives offered and some very good recommendations identified.
Excellent summary provided of objectives, target marketing, positioning and branding from a digital /online perspective. Some good SMART
objectives offered and some very good recommendations identified.
DMC Mix Analysis
Demonstrated an ability to develop DMC strategies by that reflect an
understanding of the current DMC marketing environment and applying research and coursework concepts to substantiate ideas.
Provided monitoring and control measures
for strategies
35 %
Little or no DMC strategies developed and minimal application to research and coursework concepts to substantiate ideas.
No monitoring or control measures presented.
Satisfactory range of DMC strategies developed and some application to research and coursework concepts to substantiate ideas.
Adequate monitoring or control measures presented.
Good range of DMC strategies developed and good application to research and coursework concepts to substantiate ideas. Good monitoring or control measures presented.
Very good range of DMC strategies developed and very good application to research and coursework concepts to substantiate ideas.
Very good monitoring or control measures presented.
Excellent range of DMC strategies developed and outstanding
application to research and coursework concepts to substantiate ideas. Excellent monitoring or control measures presented.
Practical Example 1
Demonstrated an ability to develop and design DMC strategies based on industry requirements.
15 %
Little or no demonstration of an ability to develop and design DMC strategies based on industry requirements.
Satisfactory demonstration of the design and/or development of DMC strategies based on industry requirements. Lacked in some areas of execution.
Good demonstration of the design and/or development of DMC strategies based on industry requirements. Good execution and some creativity displayed.
Very good demonstration of the design and/or development of DMC strategies based on industry requirements. Very good execution and creativity displayed. Professional standard.
Excellent
demonstration of the design and/or development of DMC strategies based on industry requirements. Excellent execution and creativity displayed. Industry standard.
Practical Example 2
Demonstrated an ability to develop and design DMC strategies based on industry requirements.
15%
Little or no demonstration of an ability to develop and design DMC strategies based on industry requirements.
Satisfactory demonstration of the design and/or development of DMC strategies based on industry requirements. Lacked in some areas of execution.
Good demonstration of the design and/or development of DMC strategies based on industry requirements. Good execution and some creativity displayed.
Very good demonstration of the design and/or development of DMC strategies based on industry requirements. Very good execution and creativity displayed. Professional standard.
Excellent
demonstration of the design and/or development of DMC strategies based on industry requirements. Excellent execution and creativity displayed. Industry standard.
Presentation and referencing
Appropriate (length
& content) Professional standard of writing style, grammar, spelling and editing. Professional report presentation following
Unprofessional writing standard. Major spelling and grammatical errors throughout the submission. Major inconsistencies with submission
Writing standard satisfactory. Minor spelling and grammatical errors throughout the submission. Minor inconsistencies with submission instructions. Limited in-text
referencing. Overall report
Good writing standard. Few spelling and grammatical errors throughout the submission. Few or no inconsistencies with submission instructions. Good
Writing standard very good. No spelling and grammatical errors throughout the submission. No inconsistencies with submission instructions. Very good in-text referencing and support
Information provided and writing level excellent. No spelling and grammatical errors throughout the submission. No inconsistencies with submission
instructions. Excellent in-text referencing
submission instructions. Correctly referenced.
10 %
instructions. Limited or no in-text referencing. Overall report presentation poor. Few or no references used.
presentation adequate. Limited references used.
in-text referencing. Good overall report presentation. Good variety of references used.
from academic sources. Overall report presentation very good. Wide variety of quality references used.
and support from references. Overall report presentation excellent. Excellent variety of quality references used.