ASSESSMENT TASK 3: DESCRIPTION
This assessment is aimed at developing the practical application of the theoretical marketing skills
obtained in the course as relevant to social media platforms. Rather than generating an entire
Marketing Plan, which by third year you have done many times already, we will align as closely as
possible to what you will actually be requested to do as a marketing professional.
Step 1: Your assessment topic
For this assessment you will be using your Blue Ocean product/service from Assessment 2.
However, this assessment will focus on developing your skills in selection of platforms for your
product/service, social media content generation, monitoring and evaluation of the platform specific
tactics and tools that make the Social Media environment a unique area of marketing. For this
assessment while you will be working on the group idea from Assessment 2, you will be working
individually for Assessment 3.
Use the course content on LearnJCU along with Chapter 15 and the Appendix XYZ Coffee
Company of the Barker as a general guide to what content should be considered.
Step 3: Select your platforms
You will need to select a minimum of three (3) different platforms for your Social Media
campaign as listed on p78 of the Barker text. For example, you may chose (1) Social Network Site
and draft a Facebook page (2) Collaboration tool and draft an entry for WikiTravel and (3) Photo
sharing site and generate an Instagram post. This means that each content example you will be
generating will be from a different social media platform. (It would not be acceptable to submit an
assessment which uses Facebook and LinkedIn as they are from the same social networking site category; or to submit assessment which uses Twitter and Tumblr as they are both from the
microblogging category). If you are unsure clarify with your lecturer BEFORE starting the project.
Your assessment document should contain a brief explanation as to why each platform was selected
for the particular Blue Ocean social media campaign, and how it fits within your overall marketing
strategy.
Step 4: Generate content for each platform
A full mock-up of all proposed content should be generated for each platform selected. For
example, if Facebook was selected as a platform for your assessment, a mock up of the proposed
business page should be provided covering the dot points listed on p282 of the prescribed text. The
mock up may also be briefly annotated to assist with design explanations. Remember this is your
opportunity to show off the skills being acquired in the course.
Step 5: Identify appropriate Monitoring & Evaluating techniques
Use the course content on LearnJCU along with Chapter 15 of the prescribed text and the Appendix
XYZ Coffee Company of the Barker as a general guide to what content should be considered.
Step 6: Compiling Assessment
All work should aim to apply marketing theory. The following is provided as a guide only:-
1 Title page
page intro
3 pages platforms (1 page per platform showing annotated mock up of content / layout/
explanation of selection for inclusion of element)
1 page for explanation of the reasons for selection for each platform
page conclusion
1 page references
The document must be professionally presented, thoroughly checked for grammatical and other
errors, APA referenced, use appropriate headings and have a minimum 10 point text size.
Step 7: Submission of Assessment.
The submission should include the:-
The document containing your platform content for assessment 3,
List the group names for work in assessment 2, and link to your group APP from assessment 2,
(this is to enable your lecturer to quickly identify your original group innovation).
Once everyone has submitted their assessment they may be posted on the Discussion Board
thread so you can learn from what has been produced by other students, particularly those
from your Assessment 2 group. Your links may also be used as potential exemplars in future
courses at JCU.
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