MKG203 – Digital Marketing – Telestra corporation

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MKG203 – Digital Marketing – Telestra corporation

Introduction

Telestra Corporation is a leading Australian telecommunication and media company
which mainly provides telephony services. The company operates mobile communication
networks proving voice, mobile interact, pay television, and other services. Founded in 1975, the
company has amassed experience over the decades of operation to become the leading
telecommunication company in Australia (O'Leary, 2003). In its existence the company operated
together with Australia Post as a department of Australia government but it has been fully
privatised and undergoing rapid changes as it focuses on growing to the international market. In
2016, the company posted revenues in excess of AS$27.1 billion and net income increased to
AS$5.8 billion (Telstra Annual Report, 2015). This provides the company with resources to
expand its operation. Currently, has 36, 165 employees. The company’s main products include
fixed line, mobile telephony, internet, data services, network services, and Pay TV. One of the
promising areas of its growth is Telestra Digital which focuses on growing the digital channels
for customers. This is geared towards ensuring that the company aligns with growing digital
operation. From 26% in 2011, Telestra’s digital service transactions have growth to 56% in 2016
serving about 48 million customers (Telestra Digital Story).

Category:

Description

Assessment Brief
Program Bachelor of Business
Subject Digital Marketing
Subject code MKT302A/MKG203
Name of assessment Group Activity Report
Length 2500 Words (+/- 10%)
Learning outcomes
addressed:

c) Discuss e-marketing strategy and demonstrate skills in
e-marketing planning
d) Discuss the digital marketing mix and management

Assessment brief Summary: See below
Total marks 50
Weighting 35%

Assessment Brief:
In this assessment students will form groups of 2-4 to research current digital marketing
practices. Each group will choose an industry sector and analyse the digital marketing
strategies of 3 organisations within that industry. Each group will submit a written report
analysing the approaches taken by each company to digital marketing. The aim of this
assessment is to gain an understanding of current industry practice in terms of digital
marketing and to critically analyse differences in approaches using coursework concepts and
additional research findings. Students are encouraged to critique or praise strategies and
different approaches based on this research. To make the assignment more practical students
are encouraged to connect to the companies through their multiple digital channels such as
the website, email newsletter (sign up), social media (subscribe, follow, like etc.,) mobile and
so on. MKG203 – Digital Marketing – Telestra corporation.
Your task for this assessment is to prepare a report providing:
1. A report introduction
2. A brief introduction for each company.
3. One (1) overview of the current marketing environment for the industry these
companies operate in (focusing on digital marketing trends) with a summary of the
key opportunities and threats facing the industry.
4. A summary of each company’s approach to Tier 1 strategies of Target marketing,
Positioning and Branding from a digital /online perspective. MKG203 – Digital Marketing – Telestra corporation.
Assessment Brief
Program Bachelor of Business
Subject Digital Marketing
Subject code MKT302A/MKG203
Name of assessment Group Activity Report
Length 2500 Words (+/- 10%)
Learning outcomes
addressed:

c) Discuss e-marketing strategy and demonstrate skills in
e-marketing planning
d) Discuss the digital marketing mix and management

Submission Date: 11:55pm Sunday of Week 9
Assessment brief Summary: See below
Total marks 50
Weighting 35%

HEP: 2 MKT302A/MKG203 Assessment 2 20161112
5. Strategic marketing mix analysis (Product, Price, Distribution, Digital Marketing
Communications) of each company. Critically analyse how each company is adapting
to the changes in digital marketing focusing on each element of the marketing mix.
You can use course concepts to explain why the strategies may be working but also
any areas they may need to work on. Also you can compare and contrast the different
approaches taken by each company to add depth to the analysis. MKG203 – Digital Marketing – Telestra corporation.
6. Conclusion
You can use tables to support your analysis.
You can also use an appendix for any additional supporting information (this does not add to
your word count). MKG203 – Digital Marketing – Telestra corporation.
You should use screen shots in the report to support key points (especially for website, social
media and email marketing analysis).
You must display evidence of critical thinking throughout your report.
You must cite at least three references apart from the text, the lecture notes and the websites
you are analysing. MKG203 – Digital Marketing – Telestra corporation.
Assertions or claims that you make must be supported by examples and references.
Your report must be of an appropriate standard in terms of grammar, expression, spelling,
punctuation, and organisation. MKG203 – Digital Marketing – Telestra corporation.
Make sure to appropriately reference other texts. If you need help with this refer to your
academic skills section on the portal. MKG203 – Digital Marketing – Telestra corporation.

HEP: 3 MKT302A/MKG203 Assessment 2 20161112
Marking Criteria:
Content

Poor
0 – 9.9
marks

Fair
10 – 12.9
marks

Good
13 -14.9
marks

Very
Good
15 – 16.9
marks

Excellent
17 – 20
marks

All sections completed and the
students have successfully
applied digital marketing course
concepts.
Comments:

/ 20 marks

Research and Analysis

Poor
0 – 9.9
marks

Fair
10 – 12.9
marks

Good
13 – 14.9
marks

Very
Good
15 -16.9
marks

Excellent
17 – 20
marks

Demonstration of research into
effective digital marketing
practice utilising current
references and examples to
support the analysis.
Demonstrated critical thinking in
the analysis.
Comments:

/ 20 marks

Presentation

Poor
0 – 4.9
marks

Fair
5 – 6.4
marks

Good
a. – 7.4
marks

Very
Good
7.5 – 8.4
marks

Excellent
8.5 – 10
marks

Appropriate (length & content)
Professional standard of writing
style, grammar, spelling and
editing. Use of screenshots to
highlight key points.
Comments:

/ 10 marks
Total marks: /50
Overall comments:

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MKG203 – Digital Marketing – Telestra corporation

Introduction

Telestra Corporation is a leading Australian telecommunication and media company
which mainly provides telephony services. The company operates mobile communication
networks proving voice, mobile interact, pay television, and other services. Founded in 1975, the
company has amassed experience over the decades of operation to become the leading
telecommunication company in Australia (O'Leary, 2003). In its existence the company operated
together with Australia Post as a department of Australia government but it has been fully
privatised and undergoing rapid changes as it focuses on growing to the international market. In
2016, the company posted revenues in excess of AS$27.1 billion and net income increased to
AS$5.8 billion (Telstra Annual Report, 2015). This provides the company with resources to
expand its operation. Currently, has 36, 165 employees. The company’s main products include
fixed line, mobile telephony, internet, data services, network services, and Pay TV. One of the
promising areas of its growth is Telestra Digital which focuses on growing the digital channels
for customers. This is geared towards ensuring that the company aligns with growing digital
operation. From 26% in 2011, Telestra’s digital service transactions have growth to 56% in 2016
serving about 48 million customers (Telestra Digital Story).