LO1:Define digital marketing communications (DMC) and its role in marketing strategy.

 

ASSESSMENT BRIEF

Subject Code and Title

MKG203:Digital Marketing Communications

Assessment

Individual DMC Plan

Individual/Group

Individual

Length

2000 words (+/- 10%)

Learning Outcomes

a)Define digital marketing communications (DMC) and its role in marketing strategy.

b)Demonstrate an understanding of the DMC environment and apply it to marketing planning.

c)Identify the DMC mix and its application in marketing management and planning.

d)Describe the role of data and personalisation when developing DMC.

Submission

By 11:55pm AEST/AEDT Sunday of Module 6 (week 11)

Weighting

45%

Total Marks

100 marks

Context:

In this assessment, you will develop a ‘real life’ digital marketing communications (DMC) plan for an organisation. Imagine you are a DMC consultant for this organisation. You will choose an organisation and develop a plan for it, engaging concepts and strategies explored in the subject.The idea here is to critically analyse the current DMC approach of the organisation in relation to the marketing environment it operates in, and identify DMC strategies you think would improve its performance, supporting this with DMC concepts from the subject and current literature in the field (e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports etc.).The key here is to provide justification to strategy development.

Instructions:

Your task for this assessment is to prepare a report providing:

1.Title page,table of contents

2.A report introduction

3.A brief company introduction

4.Situational analysis:Include digital competitive analysis (two direct competitors) and digital SWOT analysis

Define digital marketing communications (DMC) and its role in marketing strategy.

5.A brief summary of the company’s target marketing, positioning and branding from a digital perspective and any recommendations for these strategies

6.DMC Objectives.These should be clear and specific of what you want to achieve from the strategies (SMART objectives)

7.DMC Mix plan.This is where you present your recommendations substantiated by research/course work engagement and reference to best practice.You should consider recommendations for topics such as: Website design and Conversion optimisation,Search marketing, Email marketing, and Social media and Content marketing, Digital advertising.

8.Evaluation.How will you measure the performance of your strategies?How are you able to measure if the objectives have been reached?

9.Conclusion.

10.Appendix.In the Appendix, you are to select two (2) of the following practical tasks for completion. These should support your ideas presented in the DMC Mix plan. The practical example must be supported with a brief rationale of the strategy.

§A website re-design. This could be done using a mock design of the home page or alternatively, you could take a screen shot of the existing web page and annotate your changes on the relevant pages.

§Design and present a short monthly company email newsletter.

§Design a Google AdWords search advertisement.

§Design a Facebook or Instagram advertisement.

§Design a social media post example.This should be a combination of text, image and/or video.

§Design a social media banner for a specific platform.

Submission Instructions:

·The presentation recommended for this Assessment is REPORT FORMAT.

·Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.

Demonstrate an understanding of the DMC environment and apply it to marketing planning.

·The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.

·Should not be written from a 1st person context, but rather from the 3rd person perspective.

That is, “I, we, my, our” are not acceptable;

·All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles;

·Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).

·Can use any combination of narrative,point form,diagrams,graphs,tables or images to increase the "readability" of the submission.

Submit one word or PDF document to Blackboard.The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.

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