Assessment Task 1: Strategic Digital Marketing Plan
Type: Written Report
Weighting: 30 %
Length: Report 2000 words (individual submission) | 3000 words (for a pair) or 4000 words (group submission - maximum of three students in a group) (+/- 10%)
You are required to write a strategic digital marketing plan with a detailed proposal and timeline.
The purpose of this assessment is to develop a plan based on a sound strategy with the precise aim of creating value for target audiences. A strong plan is a core foundation for any brand to meet the needs and wants of audiences, measure impacts and continue to improve performance.
Assessment Criteria (30%)
This assignment is real and live. You are required to write a strategic digital marketing plan, to be executed this semester and evidenced in your Assignment 2. You need to plan several digital marketing implementations that you can reasonably execute within the timeframe of a semester. Tactical implementations in your portfolio may include:
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Formatting your plan
Your plan should follow a standard marking plan format - as you would be familiar with from other marketing courses you have completed. While there is no particular analysis required for your plan, it is important to address the central questions in the marking rubric: "why, who & what" for strategy and "how" for tactics. However, given the limited word count, it is advised to focus on relevant information and avoid unnecessary details. Remember that different businesses have unique needs and requirements, so tailor your plan accordingly.
You should use headings that are suitable for your needs and approach. "Why, Who, What & How" should not be used as headings.
You have three options to execute your assignment and find an industry professional to work with:
Option 1: SME
Find any SME willing to allow you to implement digital marketing for them this semester. The business must deliver real goods/services to real customers. It may be a not-for- profit, but the business must be operational at the semester start. Design a strategic digital marketing plan and demonstrate how your plan will create value for customers/clients/ target audiences. You must reflect on the SME’s feedback about your implementation approaches in your strategic plan. You need to provide the SME you work for with a detailed plan outlining your proposed Digital Marketing implementations for the semester. You need to obtain consent from the SME to execute your plan and feedback on how they view your proposal. Feedback from the SME must be included in your submission.
Option 2: Brand yourself
The alternative to working with an SME is to brand yourself as a (soon-to-be) graduate and job seeker. For this option, you will build a seamless online portfolio aimed at where you are seeking employment as a graduate. You may brand yourself as a digital marketing consultant – showcasing the skills and knowledge gained through this course, or aim more narrowly towards exactly where you want to work. You must carefully plan an online portfolio demonstrating what value you have to offer your ‘target market’ of potential employers. It is an ideal task for those students keen to build an online presence to enhance their employability in the near future. Finally, you need to identify a mentor to give you feedback on your plan. The mentor must be someone with demonstrated experience in digital marketing. Feedback from the mentor must be included in your submission.
Option 3: Start your own small business
Perhaps you have an idea for a business you would like to start? Or maybe you already own a small business you wish to expand? You may set up a business in any industry you want – but your business MUST deliver tangible goods/services to real consumers before the end of the semester. As such, this is the most challenging and time- consuming option, requiring you to build a real functional business within the semester. However, it is the ideal option for the entrepreneur who wishes to get the most out of this course. For this option, you must also identify a mentor to give you feedback on your plan. The mentor must be someone with demonstrated experience in digital marketing. Feedback from the mentor must be included in your submission.