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Assessment 1 Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment Title: Digital Marketing Audit
Assessment Type: Length: Written Analysis
1500 words (+/- 10% allowable range)
Weighting: 30%
Total Marks:
Submission: 100 Online
Due Date: Week 6
Your task
Individually, you are required to undertake a digital marketing audit of a brand of your choice that actively uses several digital channels. Please note that this assessment will serve the basis for your work in the second assessment in this subject. Market leaders such as Apple, Google, Disney or Nike, are not to be selected.
Assessment Description
In this individual assessment, you will be given an opportunity to analyse and evaluate digital marketing strategies in comparison to traditional marketing strategies. Upon completing this assessment, you should have a sound understanding of the technical and theoretical knowledge of digital marketing concepts, strategies and applications.
Assessment Instructions
Before you start working on this assessment, conduct preliminary web research of a brand that you would like to analyse. In making your choice, you should focus on a brand that uses at least four different types of digital marketing tools. Please consult your workshop facilitator if you are unsure as to which brand you should choose.
Once you made your choice, you are required to write a 1500 word Digital Marketing Audit. An essential tool used to assess efficiency and effectiveness of digital marketing tools. Marketing agencies or in-house teams typically undertake such an audit. The digital marketing tools you are to consider for this assessment are social media marketing, email marketing, website design, search engine optimisation and search engine marketing. You should also explore digital ethics and emerging digital channels.
In preparing the audit, you should include three distinct sections:
Section 1 – The need for digital marketing
• A succinct description of the brand (name, ownership, location/s, what do they sell? who do they target?).
• Identification of the purpose of digital marketing for the brand (for example, the sale of products, lead generation, brand awareness).
• A list of the traditional marketing tools they use.
Section 2 – Analysis of digital tools
In the audit, you should have sections for the following tools:
• Social Media Marketing,
• Email marketing,
• Website design,
• Search engine optimisation
• Search engine marketing
• Digital Ethics
• Emerging digital channels
These topics are covered in weeks 2 to 5.
For each channel, you should discuss:
• Current use
• What is being done well? Why do you think about this?
• Recommendations: What could be improved? Why do you think about this?
• A score out of 5 in terms of how effective you think the brand is using the tool
Appendix
You must include photos or screenshots with links to the digital marketing tools analysed – failure to include this section may result in questions over the academic integrity of your report.
If the brand is not using some of these digital marketing tools, you are required to note that they are not being used by explaining the reasons why you believe this is the case and whether they should undertake this tool.
You are required to use at least 6 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, journal articles, and newspaper articles. These references should be presented as a reference list at the end of your report.
Assignment Submission
This file must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy via https://www.kbs.edu.au/about-us/school-policies
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties? How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
MKT302 Assessment 1 Marking Rubric – Digital Marketing Audit 30%
Marking Criteria F (Fail)
0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100%
The need for digital marketing
__/25 marks You have demonstrated a lack of understanding of the basic details of the brand
and/or you have provided a no identification of the
purpose of digital marketing and/or a non-existent or
incomplete/ irrelevant list of marketing tools. You have produced a somewhat clear description of the brand by stating vague
digital marketing purpose that
is partially complemented with a list of marketing tools. You have produced a mostly clear description of the brand by stating digital marketing
purpose that is mostly
complemented with a list of marketing tools. You have produced a clear description of the brand by stating digital marketing
purpose that is complimented with a complete list of marketing tools. You have produced an excellent description of the brand by stating well-thought-out digital marketing
purpose that is complimented with a complete list of marketing tools.
Analysis of digital marketing tools
__/25 marks Your analysis lacks depth and/or there is a lack of
understanding of the current
use of digital marketing tools.
You have provided a somewhat clear description and analysis of the digital
marketing tools used by the brand.
You have provided a mostly clear description and analysis of the digital marketing tools used by the brand. You have provided a clear description and analysis of the digital marketing tools used by the brand. You have provided a comprehensive description and
analysis of the digital marketing tools used by the brand.
Recommendations
__/20 marks Your recommendations are not relevant or accurate
based on your analysis, with no supporting evidence.
Your recommendations are somewhat suitable and evidence-based.
Your recommendations are mostly suitable and evidencebased.
Your recommendations are suitable and evidence-based.
Your recommendations are realistic, suitable, and evidencebased.
Spelling and
Grammar
__/10 marks Your spelling and/or grammar is consistently incorrect, or analysis is not formatted correctly. You used mostly correct grammar, spelling and report format used throughout, with
consistent minor and/or major errors. You used mostly correct grammar, spelling and format used throughout, with an
occasional minor and/or major error(s). You used correct grammar, spelling and format throughout the analysis, with the
occasional minor error.
You used correct grammar, spelling and format throughout the analysis with no errors.
Format
__/10 marks The format chosen for your audit lacks thought and
consideration for the intended audience. The format chosen for your audit is satisfactory, but major
improvements would enhance its effectiveness. The format chosen for your audit is appropriate, but quite a few
improvements would be needed for a professional audience. Your audit is professionally presented and has been
submitted in a format that, with
some tweaks, could be suitable for a professional audience. Your audit is professionally presented and has been submitted in an entirely appropriate format.
In-text Citations
and Referencing
__/10 marks
Total Marks __/100 In-text referencing and/or reference list is mostly incorrect or non-existent. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors. In-text referencing and the resultant reference list adheres to
Kaplan Harvard Referencing
Style, with minor errors throughout and the occasional major error. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing
Style, with only the occasional minor error. In-text referencing and the resultant reference list adheres to Kaplan
Harvard Referencing Style, with no errors.
Feedback and Grades will be released via Turnitin.
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