MKTG8004: The Common Organisational Challenges of Digital Marketing - Marketing Assignment Help

Assignment Task

In this assessment task, students are required to creatively use their accumulated knowledge and skills to create a Digital Marketing Strategic Plan. Students will need to work in a group of 3-4 students to develop a digital marketing strategic plan for an imaginary firm in a given industry (e.g.Food industry, Fashion industry, Entertainment industry, Hospitality industry, Financial Service industry, Healthcare industry, etc).

1. Individual Plan: each student is required to write a 1,500 (+10%) word plan proposing appropriate/ innovative strategies, and creative ideas for their group Digital Marketing Strategic Plan. Students must submit their Individual Plan to Turnitin on iLearn by the due date: 11:59PM, Monday of week 7

Late penalty: For Individual Plan there will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission - 20% penalty). This penalty does not apply for cases in which an application for Special Consideration is made and approved. Note: applications for Special Consideration Policy must be made within 5 (five) business days of the due date and time.

2. Group Presentation & Pitch: Each group should integrate the best ideas, and strategies proposed by each member in their Individual Plan to develop the group’s final Digital Marketing Strategic Plan, and present & pitch it to the class and a panel of digital experts.

For this assessment task, each group needs to create a 10-15 minutes video presentation presenting their strategic plan, and post the video link on iLearn by the due date: 11:59PM, Monday of Week 12.

In week 12/ 13 class, each group will be given 5-7 minutes to pitch their Digital Marketing Plan, plus 10 minutes to answer the questions posed by the audience and the panel.

o The group which delivers the best plan & pitch has an opportunity to be awarded a certificate from Department of Marketing, Macquarie Business School. The top performing group(s) will be selected based on the panel’s votes. MACQUARIE BUSINESS SCHOOL

o Digital Strategy Pitch will be delivered in week 12/ 13. All group members must attend and present for their group video presentation & pitch. Individuals who fail to attend and present will receive 0 marks.

o All students are expected to attend at least 11 out of 13 sessions, and not missing week 12 & 13 for group pitch and Q&A sessions.

o Every group member must sign a group contract by week 2, indicating the presentation section and part for which they are responsible.

o Every group member must complete a peer evaluation form for each member of the group indicating their level of contribution to the overall group work. Lecturer will review all peer evaluations and will have the authority to mark down any student found not to be actively participating.

Introduction & Background (3 marks)

1.1 Explain how digital marketing has transformed marketing practices in your given industry.

1.2 Identify some of the common organisational challenges of digital marketing that need to be managed in the context of the 7Ss framework. Tip 1: refer to Table 1.3.

Opportunity: Defining the Online Opportunity (4 marks)

2.1 Referring to the 5Ss of digital marketing (Table 1.2), set digital marketing objectives informed by business objectives (refer to Weeks 4 & 8).
2.2 How would you assess the online marketplace? Tip 2: Situation analysis review of the micro-environment and the broader macroenvironment that influences strategy, such as legal requirements and technology innovation (refer to Weeks 2, 3 & 4).
2.3 Outline the customer lifecycle marketing touchpoints for your firm and identify the appropriate options for reaching and targeting your audiences. Tip 3: refer to Figure 1.1: Customer lifecycle marketing touchpoints for a retailer

Strategy: Selecting the Strategic Approach (8 marks)

3.1 Define appropriate digital marketing strategies to achieve the objectives set at stage 2.1 (Week 4).
3.2 Define your online value proposition (OVP) (Weeks 4 to 7).
3.3 Describe your segmentation and target marketing strategies.
3.4 How your marketing mix (7Ps) can be improved online? (Weeks 5).
3.5 Define your digital communication mix (Weeks 4, 8 & 9).
• Select the appropriate online communications tools to generate leads and sales.
• Develop new outbound communications to support customers through their relationship with the firm

Action: Delivering Results Online (5 marks)

4.1 Describe the implementation strategies for your digital marketing plan:
• How would you implement customer experience (CX) via website, mobile apps, email marketing communications etc to deliver targeted, personalised value? (Weeks 6 & 7)
4.2 Explain the monitoring, evaluation and improvement of online activities strategies: how do you measure and improve the effectiveness of digital marketing? (Week 10).
For group presentation: Each group needs to develop a website to showcase some of the suggested creative ideas, digital and communication strategies.

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