Description
Assessment Brief
Program Bachelor of Business
Subject Digital Marketing
Subject code MKT302A/MKG203
Name of assessment Individual Case Study
Length 2500 Words (+/- 10%)
Learning outcomes
addressed:
a) Describe how e-marketing has created new business
models that add customer value, build customer
relationships and increase profit
b) Demonstrate an understanding of consumer behaviour
in online environments
c) Discuss e-marketing strategy and demonstrate skills in
e-marketing planning
d) Discuss the digital marketing mix and management
e) Demonstrate the value and use of data in developing
marketing strategy
f) Discuss the implications of the legal and ethical issues
in e-marketing
Assessment brief Summary: See below
Total marks 45
Weighting 40%
HEP: 2 MKT302A/MKG203 Assessment 3 20161112
Identification of Target market (s) and relevant Branding and Positioning
strategies (NB you may even suggest a new target market the company is
currently not serving as a recommendation and outline associated branding and
positioning considerations)
Summary of recommendations for Product, Price, and Distribution strategies
Digital marketing communications plan including owned, paid and earned
media strategies (Eg., website design recommendations, search engine
optimisation suggestions, e-mail marketing, social media strategies, online
advertising and search marketing and online publicity (earned media
strategies) etc.,
Relevant Evaluation and Monitoring approaches
Conclusion
References
NB: Students are encouraged to develop their own original and creative digital marketing
strategies based on what they have learned in the subject. It is advised to focus more on small
to medium size businesses that have growth opportunities in this area as opposed to choosing
large multi-national companies with already well developed digital marketing platforms.
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).
You should use screen shots in the report to support key points.
You must validate your insights throughout your report referencing coursework concepts or
additional research.
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.
Make sure to appropriately reference other sources. If you need help with this refer to your
academic skills section on the portal.
HEP: 3 MKT302A/MKG203 Assessment 3 20161112
Marking Criteria:
Research and Analysis Poor
0 – 7.4
marks
Fair
7.5 – 9.7
marks
Good
9.75 –
11.2
marks
Very
Good
11.25 –
12.7
marks
Excellent
12.75 –
15 marks
Demonstration of research into
relevant digital marketing trends.
SWOT analysis was substantiated
via research.
Demonstrated critical thinking in
the analysis.
Comments:
/ 15 marks
Digital marketing strategy
development
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
Creative and innovative
marketing strategies offered for
the company. Marketing
strategies represented good
application of current
contemporary digital marketing
practice. Appropriate evaluation
and monitoring approaches
identified.
Comments:
/ 20 marks
Presentation
Poor
0 – 4.9
marks
Fair
5 – 6.4
marks
Good
6.5-
7.4
marks
Very
Good
7.5 – 8.4
marks
Excellent
8.5 – 10
marks
Appropriate length & content
including introduction and
conclusion.
Professional standard of
writing style, grammar,
spelling and editing. Use of
screenshots to highlight key
points.
Comments:
/ 10 marks
Total marks: /45
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MKT302A – Digital Marketing Plan for G&J Maher Aquarium Furniture
1.0 Introduction
The internet has revolutionized all areas of life. Today, the world is more connect than
ever before. People are able to travel fast and interaction. This influence has spread to commerce
where internet continues to define how business organisations interact with customers. Contrary
to the pre-internet era, businesses today have more avenues to contact directly to the customers
and operate online stores that deliver goods and services to customers without physically
interacting with them (Ryan, 2014). Today, most business are adopting e-commerce strategies
where they not only interact with their customers online in addition to their brick and motor
stores, but they also allow customers to purchase and pay for goods and services online. While
the internet provides such unique opportunities, most businesses have not exploited the
opportunities because either they do not understand how the internet operates on business
platform, or they have a very poor digital strategy that has little impact on their target market. G
& J Maher Aquarium Furniture is one of the companies that have not exploited digital
opportunities…..
or ORDER A CUSTOM PAPER
