GMBA6015 - Digital Content Management Proposal - Report Writing - Digital Media Assignment Help

Assignment Task

Assessment 2 Task Overview 
Assessment 2 focuses on the application of contemporary digital marketing analytics and content optimisation techniques. Each individual student has to prepare a 2500 word (+/- 10%) digital content management proposal for a hypothetical business idea of their choice, (supported by the development of a live website) and submit via Turnitin. In addition to submitting the digital content management proposal, students will also develop and implement their proposed recommendations directly into a live website environment. This site will be assessed alongside the digital content management proposal as part of the overall Assessment Task 2. Access to the website and guidance on managing a live website will be provided during lab-based workshops throughout the semester – students are not expected to have existing website management knowledge in this course. 
Assessment Structure: 
Following is the structure for the digital content management proposal, followed by a description of each section and marking rubric. Use nubered headings (e.g., 1, 2) and add appropriate numbered sub-headings (e.g., 2.1, 2.2, 3.1, 3.2) as required to present an excellent and engaging proposal. Each section recommends a word limit; however, it is up to the student to manage the distribution. 
Cover Page

Executive Summary

Table of Contents 
Table of Tables

Table of Figures 
1. Introduction

2. Business Overview & Objectives

3. Content Proposal & Information Hierarchy

4. SEO Strategy & Plan

5. Analytics Reporting Framework

6. Conclusion

7. References in APA Style

8. Appendix A-Z (supporting screenshots)  
Provide assignment details, course details and group details. You are not 
required to sign the cover page. 
Executive Summary 
The Executive Summary is a brief overview of the proposed plan that notes all of the relevant points—e.g. time-frame covered, critical issues, objectives, key digital marketing actions, budget, and key expected outcomes. It should be very specific and short, about 250 words; excluded from the word count. 
Table of Contents: Use automatic multilevel Table of Contents (ToC) feature available in MS Word. 
Table of Figures: Use image caption under ‘Reference’ tab in MS Word to generate 
Table of Tables: Use Table caption under ‘Reference’ tab in MS Word to generate  
1. Introduction 
Recommended limit for this section is 200 words. 
Explain the purpose and the structure (flow and relationship between each section) of the Digital Content Management Plan. Provide a summary of the business idea which forms the basis of the proposal, and the associated business objectives. In brief, the student should justify how and why digital content is required to enhance business performance from a digital marketing perspective. 
2. Business Overview & Objectives 
Recommended limit for this section is 350 words. 
In this section, the student is required to provide a detailed description of their proposed business idea, including an overview of the micro and macro environments, e.g. products/services offered, industry trends, key competitors, and the operating environment. Additionally, this section should detail at least two (2) primary business objectives to be achieved in the first year (12 months) of the operation. To conduct this research, students are expected to use industry standard research methods and tools where appropriate. 
3. Content Proposal and Information Hierarchy 
Recommended limit for this section is 500 words. 
In this section, the student is required to conduct an analysis of the digital marketplace in order to develop key topic ideas relating to the needs of their audience. These topic ideas will then be used to form a website blueprint, developed in a spreadsheet format, as well as screenshots of the implementation of these pages in a 
live website environment. The student needs to justify how each page relates to the key topic ideas identified and then develop an information hierarchy for the planned website pages. The following resource may assist with this process - https://www.instructables.com/id/All-About-building-a-Website-Blueprint/, as well as in class workshop sessions. 
4. Search Engine Optimisation (SEO) Plan 
Recommended limit for this section is 750 words. 
Using industry standard SEO tools, the student will conduct a thorough analysis of the opportunities available to optimise the performance of their website for organic search, including keyphrase research. First, an overview of key factors influencing search engine ranking must be provided. Second, the student must propose appropriate techniques which can be applied to enhance visibility in search results. Building on the website page plan developed in Section 3 – Content Proposal and Information Hierarchy, the student must apply their findings from their keyphrase research to optimise the following key SEO elements for three (3) proposed pages directly on their live website: (a) URL, (b) Page title, (c) Heading 1, (d) Heading 2, (e) page copy, (f) anchor text and (g) image alt text. 
5. Analytics Reporting Framework 
Recommended limit for this section is 500 words. 
This section requires the student to apply their knowledge of digital marketing analytics techniques to propose a systematic approach to capturing and recording all relevant available data. The student must clearly explain a) which analytics tools are to be incorporated b) a detailed description of at least three (3) key metrics to report, with an explanation of how they link to the business objectives described in Section 2 – Business Overview and Objectives, c) any limitations of the analytics reporting framework. Additionally, the student is to provide a brief summary of a proposed systematic review process of analytic insights and how these are to be implemented in to the ongoing optimisation of the live website. Using the key metrics identified in this section, the student is required to develop a detailed checklist that can be to review performance across proposed metrics. Practical recommendations for implementation should be included. 
6. Conclusion 
Concluding remarks within 200 words, synthesizing the information presented and arriving at appropriate findings/recommendations. 
7. References 
Reference using APA style. This section is not included in the word count. 
8. Appendix A-Z 
Provide supporting information such as additional screenshots in appendixes. Use multiple appendix to present different types of information in different appendixes. For example, one appendix can have information related to section 3 and another appendix can have information related to section 4. This section is not included in the word count. 
Report Format:

Only words in the proposal’s main body are included in the word count, and any tables are excluded from the word count. The proposal body starts at the introduction and finishes at the conclusion; as such, executive summary, table of contents, reference, and appendix are excluded from the word count. The proposal must reflect the student’s ability to work as a digital marketer and maintain a professional standard. For example, 12 font size, 1.15 line spacing, page breaks for main headings/sections, page numbers, proper captions for the figures and tables, proper use of appendix, quality of screenshots, substantiation of any argument using scholarly reference, APA referencing, etc. Report formatting guidelines in page 27-56 in this Student Manual may assist further.

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