Hey team, this is a marketing assessment, and we can choose any company from the list. Nothing too fancy- this is an elective subject that I had to enrol.
1. Ted Baker https://www.tedbaker.com
2. Camilla https://au.camilla.com
3. Zimmermann https://au.camilla.com
4. Politix https://www.politix.com.au
5. Scotch and Soda https://www.scotch-soda.com.au
6. SABA https://www.saba.com.au
7. Gorman http://gormanshop.com.au
8. Country Road https://www.countryroad.com.au
9. P.E Nation https://pe-nation.com
10. RM Willimans https://www.rmwilliams.com.au
Assessment 1 Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment Title: Digital Marketing Audit
Assessment Type: Length: Individual written analysis
1500 words (+/- 10% allowable range)
Submission: 100 Online
Due Date: Week 6
Individually, you are required to undertake a digital marketing audit of a brand that actively uses several digital marketing channels. Please note that this assessment will serve as the basis for your work in the second assessment.
In this individual assessment, students will be given an opportunity to analyse and evaluate digital 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.
Before you start working on this assessment, conduct preliminary web research of the brand that you would like to analyse based on the list of brands that your workshop facilitator has shown you. Please consult your workshop facilitator if you are unsure as to which brand you should choose. If you select a brand outside of the list, you will receive a grade of 0 for this assessment.
Once you made your choice, you are required to write a 1500 word Digital Marketing Audit - an essential tool used to assess the efficiency and effectiveness of digital marketing tools. 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).
Section 2 – Analysis of digital tools
In this section, you will need to fill in the following table:
Tool How is the tool being used by the brand? What is being done well? What could be improved? Rating out of 5 1= no to low levels of the tool being used effectively 5= the tool is being used highly effectively
Social Media Marketing
Search Engine Optimisation
Search Engine Markeitng
Emerging digital channels
*Please refer to topics covered in weeks 2 to 5 to start your audit.
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 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.
You are required to use at least 6 sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, journal articles, and newspaper articles. These references should be presented in the form of in-text citations and a reference list at the end of your audit.
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. MyKBS 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 problem and a screenshot of the Turnitin error message. You are also encouraged to submit your work well before the deadline to avoid any possible delay involving the Turnitin similarity report or 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:
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.
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%
Criteria (__/100) 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
__/25 marks You have demonstrated a lack of understanding of the basic
details of the brand and/or you have provided 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 analysis n of
the brand by stating a vague digital marketing purpose
complemented with a partially complete marketing tool list. You have produced a mostly clear analysis of the brand by stating the digital marketing
purpose complemented with a mostly complete marketing
tool list. You have produced a clear analysis of the brand by
stating the digital marketing purpose complimented with a complete marketing tool
list. You have produced an excellent analysis of the brand by stating a well-thought-out digital marketing purpose complimented with a complete marketing tool list.
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 detailed 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.
__/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 evidencebased.
Your recommendations are realistic, suitable, and evidencebased.
__/10 marks Spelling and/or grammar is consistently incorrect. It impacts the flow and readability of your analysis. Though there are some errors
in grammar and spelling, these do not detract from the
readability and flow of your analysis. Mostly correct grammar and spelling, but any errors do not impact your analysis’s readability and flow. Errors in grammar and spelling are rare, which
enhances the readability and flow of your analysis. Perfect grammar and spelling throughout, which enhances the readability and flow of your analysis.
__/10 marks The format chosen for your audit is inappropriate and/or
lacks thought and consideration for the intended audience. The format chosen for your audit is appropriate, but further
attention to detail and/or use of professional language would improve its presentation. The format chosen for your audit is appropriate, but minor changes and more consistent use of formal language would enhance its presentation. Your audit is professionally presented with the
consistent use of formal
language – it has been
submitted in the appropriate format. Your audit is professionally presented with the consistent use of formal language - it exceeds
expectations for what is suitable for a business environment.
__/10 marks Neither in-text referencing nor reference list adheres to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with some errors. Both in-text referencing and the resultant reference list adhere to Kaplan Harvard
Referencing Style, with some errors. Both in-text referencing and the resultant reference list adhere to Kaplan Harvard
Referencing Style, with only occasional minor errors. Both in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard
Referencing Style, with no errors.
Feedback and Grades will be released via MyKBS
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