Assessment item 3 Report: Digtal Marketing Strategc Planning Value: 35% Due Date: 10-May-2019 Return Date: 04-Jun-2019 Length: 3250 Submission method options: Alternative submission method Task This assessment is to be completed in the same pairs as assessment 2 Building on the information and insights you gained in Assessment 2 where you performed an audit on an organisation, here you are expected to (re)develop a strategy to improve the current position of your organisation. This can be in the form of a campaign or an extensive short-term strategy. You are expected to include: 1. Executive Summary 2. Buyer Persona – identification and profile – Try not to use just demographics, as they are somewhat meaningless in a digital space – Please use Table 4.1 ( Heinze et al., 2017 p.95). This includes mapping the buyer journey (Heinze et al 2017, pp 80-82 – section 3.4). 3. SMART objectives for your campaign/ extensive short-term strategy – the material from the SWOT and PESTLE should be used to inform these objectives. Chapter 4 (pp. 104-106) for suggestions on key digital objectives. 4. Strategy Statement – Develop a strategy statement by conceptualising digital marketing as it applies across multiple digital platforms. 5. Strategy – Considering the 8 C’s strategic development guidelines in Chapter 4 (See table 4.7) of your textbook to develop a comprehensive strategic marketing plan on how you will drive the success of your chosen brand/organisation. You must develop and explain at least three (3) digital standalone strategies for your brand and an additional one (1) more traditional marketing strategies. Remember your offline strategies need to be cohesive with your digital strategies. You may want to consider the ‘owned/bought/earned’ model of strategy development (Chapter 6.7 of your textbook). 6. Conclusion Remember: What differentiates you? – A detailed set of considerations will be discussed during Online meeting sessions and further detailed in Interact 2. Also, view http://www.draganvaragic.com/en/social-media-strategy-templates-recommendations/ for good tips. This is to be submitted on turnitin.com. Rationale Subject learning outcomes 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 plan, implement and evaluate digital marketing strategies as a standalone strategy and integrate with more traditional marketing strategies. To improve your ability to strategize and think holistically about digital strategy and how they will work with more traditional approaches. Graduate learning outcomes This task also contributes to the assessment of the following CSU Graduate Learning Outcome/s: Academic Literacy and Numeracy (Knowledge) – CSU Graduates understand the use and structure of appropriate language in written, oral, visual, mathematical, and multi-modal communication. Academic Literacy and Numeracy (Skill) – CSU Graduates demonstrate the literacy and numeracy skills necessary to understand and interpret information and communicate effectively according to the context.Academic Literacy and Numeracy (Application) – CSU Graduates consider the context, purpose, and audience when gathering, interpreting, constructing, and presenting information. Information and Research Literacies (Knowledge) – CSU Graduates demonstrate that disciplinary knowledge is developed through research and evidence. Information and Research Literacies (Skill) – CSU Graduates demonstrate the skills required to locate, access and critically evaluate existing information and data. • Information and Research Literacies (Application) – CSU Graduates synthesize and apply information and data to different contexts to facilitate planning, problem solving and decision making. • Digital Literacies (Knowledge) – CSU Graduates understand professional, social and cultural implications of the global use of technology. • Ethics (Knowledge) – CSU Graduates understand ethical approaches such as rights, utilitarianism and virtue ethics and the need for moral awareness and reflection on moral values. • Professional Practice (Knowledge) – CSU Graduates possess the knowledge and understanding of the discipline and the nature of professionalism required for the given profession or discipline in contemporary societies. • Professional Practice (Skill) – CSU Graduates demonstrate discipline-specific technical capabilities and self-appraisal required for a beginning practitioner or professional. • Lifelong Learning (Application) – CSU Graduates reflect on personal capabilities and develop habits of self-directed learning that will extend beyond student life. Marking criteria and standards Marks HD DI CR PS FL Target market (TM) identified and profiled 5 Profile is perceptive and insightful directly relating to plan. Uses insight beyond demographics. Map exactly matches buyer journey. Profile is insightful and directly relates to plan. Uses insight beyond demographics. Map accurately matches buyer journey Profile is appropriate for the plan. Uses insight beyond demographics. Map appropriately matches buyer journey. Profile is adequate for the plan. Uses demographics and basic psychographic. Map adequately matches buyer journey. Profile and map are not adequate. Set SMART objectives for the TM to be achieved through the Digital Marketing plan, which align with material presented in the SWOT/Audit (assessment 2) 5 Objectives are all thoroughly and insightfully constructed building on knowledge gained from SWOT/audit. Objectives seamlessly match TM. Objectives are all insightfully constructed, building on knowledge gained from SWOT/audit. Objectives directly match TM Objectives are all appropriately constructed, building on knowledge gained from SWOT/audit. Objectives appropriately and match TM Objectives are all adequately constructed building on knowledge gained from SWOT/audit. Objectives adequately match TM. Objectives are not appropriate Objectives do not clearly match TM. Develop a strategy statement to capture the essence of the plan for the TM 2 Identifies an insightful and highly relevant strategic approach in relation to selected TM. Justification is comprehensive and well supported by evidence Identifies a highly relevant strategic approach in relation to selected TM. Justification is thorough and well supported by evidence Identifies an appropriate strategic approach in relation to selected TM. Justification is clear and supported by evidence. Identifies an adequate strategic approach in relation to selected TM. Justification is mostly adequate and supported by evidence. Statement is not adequate and has poor justification. Strategy presented in a comprehensive strategic digital marketing planwhich details digital standalone[MN2] connected with more traditional marketing approaches 12 Digital 4 Traditional 4 Cohesive 20 Digital strategies Identifies an insightful collection of digital strategies that are highly relevant to the selected TM. Justification is comprehensive and well supported by theory. Traditional strategies Identifies an insightful collection of traditional strategies that are highly relevant to the selected TM. Justification is comprehensive and well supported by theory. Cohesion Integration and originality in the selection and handling of relevant cohesive tools to build and justify a comprehensive strategic digital marketing plan. Wide range of appropriate sources integrated in a systematic way. Digital strategies Identifies a highly relevant approach to digital strategies in relation to selected TM. Justification is thorough and well supported by theory. Traditional strategies Identifies a highly relevant approach to traditional strategies in relation to selected TM. Justification is thorough and well supported by theory. Cohesion Insightful and appropriate selection of cohesive tools from a good range of sources to systematically build and justify a comprehensive strategic digital marketing plan. Digital strategies Identifies appropriate digital strategies in relation to selected TM. Justification
is clear and supported by theory. Traditional strategies Identifies appropriate traditional strategies in relation to selected TM. Justification is clear and supported by theory. Cohesion Clear and appropriate selection of cohesive tools and approaches from a range of sources to build and adequately justify a useful strategic digital marketing plan. Digital strategies are adequate for the selected TM. Justification is mostly adequate and supported by theory. Traditional strategies are adequate for the selected TM. Justification is mostly adequate and supported by theory. Cohesion Adequate selection of cohesive tools and approaches. from a range of sources to build and adequately justify a useful strategic digital marketing plan. Student did not select an adequate strategic approach for TM. Traditional strategies and/or tools selected were not cohesive or did not result in a functional strategic marketing plan. Communication skills – Professionalism of critique in relation to spelling/grammar, report matches the structure detailed in the task section and APA 6 referencing. 3 Report presentation is engaging through use of visual elements/formatting. The assessment had minor or no spelling/grammar errors. The report structure of the critique consistent with the outlined in the task section. APA referencing conventions in both in-text referencing and reference list have been accurately and consistently. The assessment had minor or no spelling/grammar errors. The report structure of the critique consistent with the outline in the task section. APA referencing conventions in both in-text referencing and the reference list have been used almost always accurately and consistently. The assessment contained multiple spelling/grammar errors. The layout of the critique did not match advised. APA referencing conventions in both in- text referencing and the reference list are in evidence but there are inconsistencies. The assessment contained multiple spelling/grammar errors. The layout of the critique did not match advised. APA referencing conventions in both in- text referencing and the reference list, but with multiple errors and inconsistencies. The assessment consisted of multiple spelling/grammar errors. The layout of the critique did not match advised. Adhered to APA referencing conventions in both in-text referencing and the reference list is minimal or non- existent. Presentation Business report format. Requirements APA (6th Edition) Referencing must be used, including in-text citations and complete and correctly formatted reference list. More information can be found here http://student.csu.edu.au/library/integrity/referencing-at-csu 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 through Turnitin will be provided via Interact2
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