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Digital Marketing

Item No.	Title	Value	Due Date*	Return Date**
1	Discussion Post:Digital and Social Media Audit	10%	08-Mar-2021	29-Mar-2021
2	Project Management and planning	10%	29-Mar-2021	21-Apr-2021
3	Buyer Persona, Journey Map and Market Analysis	35%	26-Apr-2021	18-May-2021
4	Digital Marketing Strategy and Tactics	45%	24-May-2021	16-Jun-2021

AssignmentTutorOnline

* Due date is the last date for assessment items to be received at the University

** Applies only to assessment items submitted by the due date

Assessment item 1 – Discussion Post:Digital and Social Media Audit

Value: 10%

Due Date: 08-Mar-2021

Return Date: 29-Mar-2021

Length: 500 quality word max

Group Assessment: No

Submission method options: Interact2 Discussion Board

TASK

Choose a brand/ organisation (it can be where you work or for your dream organisation- If an organisation has multiple offerings (brands/products/services) please select only one product as the focus of your audit). Please post your discussion on the Discussion Board AND submit on Turnitin.

You need to monitor and evaluate the digital activity of your chosen organisation/brand by conducting a digital media audit. The purpose of this task is to get you used to analysing digital communication practices of a brand in real-time to determine what the organisation is doing well and what they need to improve. Then you need to complete the post in our MKT525 i2 discussion forum. The post is worth 10 marks. As part of your post, you need to consider and answer the following digital auditing questions:

Topic: Digital media audit

Due date

Post (worth 10 marks) In your first discussion post, please answer the following questions: What is your organisation? (brief background of the organisation/brand) – provide a link to their website and all social media pages Does their social site(s) link to website? How many “likes” does the organisations have per site? What type of other media (i.e. traditional media like broadcast/ print etc) do they use, is it linked to the digital media? is it appropriate? Identify two key touchpoints (i.e. social media platforms/traditional etc) and focus in-depth to explain how these contact points are either are trusted or painful for the consumer.

Post for A1 due Monday 8th of March @ 11:59 pm via i2 discussion board

RATIONALE

This assessment task will assess the following learning outcome/s:

be able to critically assess and evaluate how communication parameters and practices influence strategic decision making in a digital marketing environment.
be able to critically review digital marketing concepts in a broader social context.

MARKING CRITERIA AND STANDARDS

Criterion	HD (100-85)%	Distinction (84-75)%	Credit (74-65)%	Pass (64-50)%	Fail (below 50%)
Application and experiences: Contribution evaluates and contextualises the organisation’s digital operations and then critically applies it to two market-based touchpoint (i.e. social media, traditional marketing techniques) Marks (5 marks)	Contribution evaluates and contextualises the organisation’s digital operations and then critically applies them to two market-based touchpoints and interprets a real-life business context that is an explicit logical, insightful and an extensive evaluation of the impact and implications of market based issues on marketing practice	Contribution directly links and evaluates the organisation’s digital operations v and clearly, logically and explicitly applies two market-based touchpoints to market based issues and explores the implications and influence on marketing practice	Contribution includes discussion of the organisation’s digital operations with comparisons using two market-based touchpoints to market based issues and explores how it can influence marketing practice	Contribution links the organisation’s digital operations and explores their relevance to two market-based touchpoints and applies this to contemporary market-based issues and how it can influence marketing practice	No contribution made or contribution does not link to the organisation’s digital operations does not include two market based touch points to create a discussion on marketing practice
Research: Identifies relevant and important information Outstanding research using a range of relevant and valid academic and industry sources. (3 marks)	Identifies relevant and important information. Outstanding research using an extensive range of relevant, insightful and valid academic and industry sources.	Identifies relevant and important information. Research using a range of relevant, insightful and valid academic and industry sources.	Finds relevant and important information. Research using a range of relevant academic and industry sources.	Finds some relevant and important information. Research using a range of valid academic and industry sources.	Did not find relevant and important information Limited or no research using a range of relevant and valid academic and industry sources.
Referencing: Use of APA 7th style and application for in-text and reference list (2 mark)	APA style referencing used both for in-text application and reference list- Error free referencing using APA in style and application	APA style referencing used both for in-text application and reference list- very errors in use of APA referencing in style and/or application in use of APA	APA style referencing used both for in-text application and reference list-minor errors in style and/or application in use	APA style referencing used both for in-text application and reference list- major style and/or application errors in use of APA	No referencing and/ or use of APA referencing style and application

PRESENTATION

Please follow the points below when submitting your forum post:

Use report format with headings, tables etc
Use formal academic writing style

REQUIREMENTS

For this assessment you are required to use APA 7th referencing to acknowledge the sources that you have used in preparing your assessment. Please refer to the CSU referencing guide http://student.csu.edu.au/study/referencing-at-csu.

Assessment item 2 – Project Management and planning

Value: 10%

Due Date: 29-Mar-2021

Return Date: 21-Apr-2021

Length: 500 quality words

Group Assessment: No

Submission method options: Alternative submission method

TASK

Once you have completed the audit of the digital tools used for your product, you need to think about the project plan. You know that there are many digital tools available to help track and support your project, so you are considering signing-up for one. You need to investigate some of the options currently being promoted. Monday.com looks fit-for-purpose, but you want to be sure to choose the most cost effective and efficient software for your needs.

Your task is to compare and contrast Monday.com with one other available tool of your choice. As part of your analysis, explain how the tool will help you achieve your project goals. Be sure to apply the action learning cycle of Plan, Act, Observe and Reflect (PAOR) model (see Heinze et al, 2017 pp 121-137) as part of your discussion.

RATIONALE

This assessment task will assess the following learning outcome/s:

be able to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies.

MARKING CRITERIA AND STANDARDS

Criterion

Analysis of Software Compare and contrast Two software tools Monday.com and one your choice. Identify strengths and weaknesses Explain how the software functions in relation to PAOR Model. 8 marks

Two software tools identified. Clear synthesis and analytical discussion of digital marketing planning tools and application to the Plan, Act Observe, Reflect (PAOR) model.

Two software tools identified. Clear analytical discussion of digital marketing planning tools and application to the Plan, Act Observe, Reflect (PAOR) model.

Two software tools identified. Clear discussion of digital marketing planning tools and application to the Plan, Act Observe, Reflect (PAOR) model.

Two software tools identified. Clear comparison and contrast between digital marketing planning tools and an explanation of how the software supports the Plan, Act Observe, Reflect (PAOR) model.

Did not identify two software tools. Lack of comparison with no or limited analytical discussion of digital marketing planning tools and application to the Plan, Act Observe, Reflect (PAOR) model.

Referencing Use of APA 7th style and application for in-text and reference list.

(2 mark)

APA style referencing used both for in-text application and reference list- Error free referencing using APA in style and application.

PA style referencing used both for in-text application and reference list- very errors in use of APA referencing in style and/or application in use of APA.

APA style referencing used both for in-text application and reference list-minor errors in style and/or application in use

APA style referencing used both for in-text application and reference list- major style and/or application errors in use of APA.

No referencing and/ or use of APA referencing style and application.

PRESENTATION

Use report format with headings, tables etc
Use formal academic writing style
You do not need to include an introduction or conclusions.
Please submit a word document- do not submit a Pdf.

REQUIREMENTS

Assessment item 3 – Buyer Persona, Journey Map and Market Analysis

Value: 35%

Due Date: 26-Apr-2021

Return Date: 18-May-2021

Length: 2500 words

Group Assessment: No

Submission method options: Alternative submission method

TASK

Building on the information and insights you have gained from Assessment One, where you are performing an audit on the digital media currently being used by your organisation, here you are expected to develop a profile of your organisation strengths and weakness, consider the market conditions and the impact of these factor on your organisation and finally create a profile of your typical consumer known as the buyer persona and construct a diagram of the their likely consumer journey. You will present your findings and analysis in a report (2500 quality words). You are expected to include in your report the following theory and applied market-based evidence:

Analysis of the market, your organisation and your “typical consumer”

Analyse the current market situation and your organisation’s internal situation:
1. Internal organisational review using the SWOT framework, and
1. External market conditions using PESTLE framework with evidence from the current market (e.g. current media stories) and the impact of these macro factors on your organisation.
Create your Buyer Persona and draw your consumer buying journey . First, you need to:
1. Identify and profile your typical consumer audience – Be sure to develop your buyer persona based on psychographics, benefits sought and demographics and their likely roles (as per the buyer persona model). You need to include market based data as evidence to justify your profile. Be sure to gather data from valid and relevant secondary sources (e.g. Australia Bureau of Statistics, Roy Morgan, Euromonitor etc)
1. Please use Table 4.1 (Heinze et al., 2017 p.95) as the basic template for you profile.
1. Pleases include a map of a buyer’s journey (Heinze et al 2017,pp 80-82 – section 3.4).

RATIONALE

This assessment task will assess the following learning outcome/s:

be able to conceptualise digital marketing as it applies across multiple digital platforms.
be able to critically review digital marketing concepts in a broader social context.

MARKING CRITERIA AND STANDARDS

Criteria: The various skills to be assessed	High Distinction (85 – 100%)	Distinction (75-84%)	Credit (65-74%)	Pass (50 -64%)	Fail (0-49%)
Market Analysis Utilising researched market data using a range of relevant and valid sources Theory of SWOT and PESTLE analysis are defined and described Interpretation and analysis of a real-life business is logical, insightful, comprehensive and explicit 10 marks	Theory of SWOT and PESTLE analysis are defined and described Utilising market data using a range of relevant and valid sources Interpretation and analysis of a real-life business is logical, insightful, comprehensive and explicit	Theory of SWOT and PESTLE analysis is defined and described Utilising market data using a range of relevant and valid sources Interpretation and analysis of areal-life business is logical, insightful and explicit	Theory of SWOT and PESTLE analysis defined and described Utilising market data from a range of relevant and valid sources Interpretation and analysis of a real-life business is logical and explicit	Theory of SWOT and PESTLE analysis defined and described Utilising market data using a limited range of relevant sources Interpretation and analysis of a real-life business is explicit.	Theory SWOT and PESTLE analysis not defined and described Did not utilise or researched market data and sources were not relevant and valid No Interpretation to real-life business
Analysis and application of Buyers’ Persona and the consumer journey: Theory explicitly embedded in market and industry research data (evidence) integrated with conclusions and implications and applied to a real-life business. Application is insightful and clear, justifying the Buyer Persona profile and the consumer journey 15 marks	A comprehensive and insightful theoretical discussion of market segments including a depiction of the Buyers’ Persona and the consumer journey. Market data evidence is described insightfully and rationally integrated in the argument justifying the consumer profile and supported by outstanding research using academic and industry data sources and applied to a real-life context. A clear Buyer Persona profile and the consumer journey are presented in a unique and engaging visual format	A comprehensive theoretical discussion of market segments including a depiction of the Buyers’ Persona and the consumer journey. Market data evidence described, conclusions are integrated in the argument justifying the consumer profile supported by strong research from academic and industry data sources. A clear Buyer Persona profile and and the consumer journey are presented in an engaging visual format.	A well-reasoned application and interpretation concepts of market including a depiction of the Buyers’ Persona and the consumer journey market data evidence described and integrated in the argument justifying the consumer profile. Good data range of academic and industry sources. A clear Buyer Persona profile and the consumer journey are presented in an attractive and appealing visual format.	Basic market research and analysis of theoretical components of segments including a depiction of the Buyers’ Persona and the consumer journey. Application to context, with market data evidence included and described justifying the consumer profile. A clear Buyer Persona profile and the consumer journey are is presented in an appealing visual format.	Unsatisfactory work, a lack of research, limited insight and/or application weak review of segments and the concept of the Buyers’ Persona and the consumer journey. No academic resources or market data evidence references No clear Buyer Persona profile and the consumer journey are is not presented in a visual format
Written Communication Skills This is about the report style including Structure, Format, Grammar and use of images, tables and figures 5 marks	Free of grammatical errors Structure and format were clear. Language was concise. Excellent use of diagrams, images and tables that were both visually appealing as well as clearly relevant and explained	Free of grammatical errors Structure and format were clear. Report format was well constructed. Language was concise. Excellent use of diagrams, images and tables that were both visually appealing as well as clearly relevant and explained	Some grammatical errors.Well structured and formatted using headings, and sub headings, some illustrations and diagrams, but not fully explained.	Some grammatical errors. Clear structure and format using headings, and sub headings,limited use of illustrations and diagrams, but not explained and only decorative.	Poor grammar, spelling, punctuation, concepts were not clear, poor slides- no images, tables or illustrations.
Referencing Comprehensive, precise and demonstrates academic integrity, and conforms exactly to APA (7th ed.) style conventions. 5 marks	Referencing is comprehensive, demonstrates academic integrity, and conforms exactly to APA (7th ed.) style conventions.	Referencing is comprehensive and conforms to the conventions of APA (7th ed.) style. Minimal errors or omissions in style and formatting choices which have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Referencing is comprehensive and mostly accurate according to the conventions of APA (7th ed.) style. Only minor errors or omissions in style and formatting choices have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Referencing is comprehensive and mostly accurate according to the conventions of APA (7th ed.) style. Frequent minor errors or omissions in style and formatting choices have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Does not meet the standards required for a Pass

PRESENTATION

Assessment Two is a written business report. Therefore, a table of contents should precede the main body of your report. You do not need to include an executive summary.

Your word count is 2500, not including references.

Be sure to reference all theory in-text and in the reference list.

Use headings and subheadings where appropriate, and use illustrations /figures and tables to help support and communicate your ideas.

Include your created specific tables and/or diagrams to outline the consumer profile and illustrate the consumer journey

Please include an Introduction (50 words) and Conclusion (100 words)

Please submit a word document- do not submit a Pdf.

REQUIREMENTS

This assignment must be submitted through Turnitin.

It is recommended that your name, student ID and page number are included in the header or footer of every page of the assignment.

Further details about submission in Turnitin are provided in On-line submission.

Assessment item 4 – Digital Marketing Strategy and Tactics

Value: 45%

Due Date: 24-May-2021

Return Date: 16-Jun-2021

Length: 15 mins (20 sldies max)

Group Assessment: No

Submission method options: Alternative submission method

TASK

Using the knowledge you have gained in Assessments One and Three, and given what you know about your organisation, its digital footprint, consumers and the market conditions;

Develop four SMART objectives for your campaign strategy –Chapter 4 (pp. 104-106) for suggestions on key digital objectives.
Write an overarching Strategy Statement – Develop a strategy statement by conceptualising digital marketing as it applies across multiple digital platforms.
Develop three creative tactics to implement your strategy and justify why these tactics are appropriate for your organisation/brand.

You will create a 15 min narrated presentation (narrative to show you and your slides) You should include 20 slides max.

Remember tactics bring strategy to life- be sure to include mock-up examples of your creative tactics.

Be sure to focus on developing authentic, credible, professional and creative digital messages that aligned your organisation’s objectives and strategy with your consumers’ buying persona and journey.

RATIONALE

This assessment task will assess the following learning outcome/s:

be able to conceptualise digital marketing as it applies across multiple digital platforms.
be able to critically assess and evaluate how communication parameters and practices influence strategic decision making in a digital marketing environment.
be able to plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies.

MARKING CRITERIA AND STANDARDS

Criteria	HD (85-100 marks)	DI (75-84 marks)	CR (65-74 marks)	PS (50-64 marks)	FL (
Strategy and SMART Objectives A digital strategy was created. The strategy is well justified, is relevant, insightfully applied, SMART Objective statements are clear, relevant, logical and realistic linked to a real-life business with explicit links to data and the Buyer Persona profile and consumer journey. (10 marks)	A digital strategy was created. Justification of relevant strategy chosen with insightful application and interpretation; linked to the Buyer Persona profile. SMART Objective statements are clear and relevant, logical and realistic and linked to a real-life business with explicit links to data.	A digital strategy was created. Justification of relevant strategy chosen with insightful application and interpretation; linked to the Buyer Persona profile. SMART Objective statements are clear and relevant and logical links to a real-life business with explicit links to data .	A digital strategy was created. Justification of relevant strategy chosen. SMART Objective statements are clear with relevant links to a real-life business with explicit links to data and Buyer Persona profile.	A digital strategy was created. A relevant strategy chosen. Links to a real-life. business and links to data and the Buyer Persona profile. SMART Objective statements are explicit.	A digital strategy was not created. No justification is made and no SMART objectives identified and no selection criteria examined and no link to the Buyer Persona profile.
Creative Tactics Imaginative, insightful with creative innovation Aligned to overall image of brand Aligned to consumer buyer persona and consumer journey (15 marks)	The tactics are imaginative and insightful. Shows a deep understanding of brand and community for this particular site. The features are clearly justified and critically evaluated with consistent explanation of creative elements Aligned to consumer buyer persona and consumer journey.	The tactics are innovative and creative. Shows a clear understanding of brand and community for this particular site. The features are justified and analysed with consistent explanation of creative elements. Aligned to consumer buyer persona and consumer journey.	The tactics are inventive and creative. Shows an understanding of brand and community for this particular site. The features are justified and examined with sustained explanation of creative elements. Aligned to consumer buyer persona and consumer journey.	The tactics are new and creative. Shows a satisfactory understanding of brand and community for this particular site. The features are justified and discussed with satisfactory explanation of creative elements. Aligned to consumer buyer persona and consumer journey.	The tactics do not demonstrate creativity. Shows an unsatisfactory understanding of brand and community for this particular site. The features are not clearly justified and discussed with unsatisfactory explanation of creative elements. Not aligned to consumer buyer persona and consumer journey.
Professional Tactics Well visualised with clear composition and aligned with industry standards (5 marks)	A range of complex structural, language and visual features are consistently and accurately composed for this particular site. Justification: Content is critically evaluated with consistent explanation of professional practice in relation to identity.	A range of complex structural language and visual features are consistently and accurately composed for this particular site. Justification: Content is analysed with consistent explanation of professional practice in relation to identity.	A range of simple and more complex structural, language and visual features are composed for this particular site. Few errors in composition are evident. Justification: Content is examined with somewhat consistent explanation of professional practice in relation to identity.	Simple structural, language or visual features relevant to the text type are composed for this particular site. Some errors in composition are evident. Justification: Content is reviewed with somewhat consistent explanation of professional practice in relation to identity.	Poor structural, language or visual features are used. Major errors in composition are evident. Justification: Content is reviewed with NO consistency in explanation of professional practice in relation to identity.
Responsible Tactics: Authentic Credible Justified (10 marks)	Authentic: All expressions appear sincere and genuine showing moral alignment with community norms for this particular site. Language/image highly consistent with brand and community for this particular site. Credible: The tactics are believable for this particular site. It appears to be from the brand. The objective of the tactics clearly match the brand. No spelling/grammar mistakes. Tactics engaging and are not advertising. Justification: Explains and critically evaluates tactics with consistent explanation of responsible practice in digital media for this particular site.	Authentic: Expressions appear mostly sincere and genuine showing of moral alignment with community norms for this particular site. Language/image mostly consistent with brand and community for this particular site. Credible: The tactics are believable for this particular site. It appears to be from the brand. The objective of the tactics mostly match the brand. No spelling/grammar mistakes. Tactics engaging and are not advertising. Justification: Explains and analysis tactics with consistent explanation of responsible practice in digital media for this particular site.	Authentic: Expressions appear moderately sincere and genuine, showing moral alignment with community norms for this particular site. Language/image moderately consistent with brand and community for this particular site. Credible: The tactics are believable for this particular site. It appears to be from the brand. The objective of the tactics moderately match the brand. Minor spelling/ grammar mistakes. Tactics somewhat engaging Justification: Explains and examines tactics with explanation of responsible practice in digital media for this particular site.	Authentic: Expressions appear satisfactorily sincere and genuine, showing moral alignment with community norms for this particular site. Language/image somewhat consistent with brand and community for this particular site. Credible: The tactics are believable for this particular site. It appears to be from the brand. The objective of the tactics satisfactorily match the brand Major spelling/grammar mistakes. Tactics somewhat engaging. Justification: Explains and discusses tactics with explanation of responsible practice in digital media for this particular site.	Authentic: Expressions are unsatisfactorily lacking sincerity showing poor moral alignment with community norms for this particular site. Language/image inconsistent with brand and community for this particular site. Credible: The tactics appear highly unlikely for this particular site. It does not appear to be from the brand. The objective of the tactics does not satisfactorily match the brand Major spelling/grammar mistakes. Tactics not engaging. Justification: Does not explain or discuss tactics with explanation of responsible practice in digital media for this particular site.
Referencing Comprehensive, precise and demonstrates academic integrity, and conforms exactly to APA (7th ed.) style conventions. (5 marks)	Referencing is comprehensive, demonstrates academic integrity, and conforms exactly to APA (7th ed.) style conventions.	Referencing is comprehensive and conforms to the conventions of APA (7th ed.) style. Minimal errors or omissions in style and formatting choices which have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Referencing is comprehensive and mostly accurate according to the conventions of APA (7th ed.) style. Only minor errors or omissions in style and formatting choices have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Referencing is comprehensive and mostly accurate according to the conventions of APA (7th ed.) style. Frequent minor errors or omissions in style and formatting choices have no impact on the transparency and traceability of the source, or the demonstration of academic integrity.	Does not meet the standards required for a Pass

PRESENTATION

Please follow the points below when submitting your presentation:

Include an introduction and conclusions slide
References slide is included
Include a recap slide of your consumer profile (very briefly)
Narration is clear with good intonation
Screencast-o-matic (free software) or a Zoom recording can be used to include slides and image of presenter
All necessary theory content and market data has been included and represented using appropriate and relevant imagery/figures and tables-
15 mins maximum time- with no more that approximately 20 slides

REQUIREMENTS

This assignment must be submitted through Turnitin.

It is recommended that your name, student ID and page number are included in the header or footer of every page of the assignment.

Further details about submission in Turnitin are provided in On-line submission.

Assessment and Exam Information