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Assessment Information Subject Code: MKT302 Subject Name: Digital Marketing Assessment Title: Digital Strategy Analysis Report Weighting: 30% Total Marks: Length: 30 800 words (+/- 10%). Word count excludes list of references. Due Date: Week 5 Assessment Description The purpose of this report is to develop your skills in analysing and evaluating digital marketing strategies. Working individually your task is to prepare an 800 word analysis on a brand that has a weak digital strategy. In this assessment you are required to review the website and associated social media platforms utilised by this brand and explain why the digital strategy is weak based on theories. Your report must: 1. Introduce the brand and explain the current offering, positioning and target audience of the brand. 2. Describe the digital marketing strategies that have been used by the brand by analysing and evaluating the current website and social media platforms used by the brand. 3. Explain why the brand has been unsuccessful with their digital marketing strategies. Please support your argument with reasons. 4. Identify a competitor brand from the same industry which has been very successful in enhancing brand awareness using digital marketing strategies and explain why you think this brand has been successful compared to the first brand you discussed. You must use a minimum of 5 references. These must comprise of: • At least 1 academic article/paper. • 2 company websites. • Up to 2 other sources of your choice. • Wikipedia, Slideshare, Businessballs, BizEd, Mindtools and other non- academic sources are not considered to be authoritative and will attract low marks if used. If in doubt, consult your lecturer. Assignment Submission This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of days Penalty 1* - 9 days 5% per day for each calendar day late deducted from the total marks available 10 - 14 days 50% deducted from the total marks available. After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s). Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students *Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one day late and therefore subject to the associated penalty For more information please read the full policy via https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy- v4.5_incl-SC-form-and-Med-Cert_final.pdf https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-Med-Cert_final.pdf https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-Med-Cert_final.pdf Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current- students/student-policies/. Word Limits for Written Assessments Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded. Study Assistance Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar: My Services>Academic Success Centre>Study Support Resource http://www.kbs.edu.au/current-students/student-policies/ http://www.kbs.edu.au/current-students/student-policies/ Assessment Report Marking Rubrics Marking Criteria NN (Fail) 0 – 49% P (Pass) 50 – 64% CR (Credit) 65 – 74% DN (Distinction) 75 – 84% HD (High Distinction) 85 –100% Introduction / Conclusion (15%) The introduction is missing or underdeveloped. The reader has no idea what the assessment will be or was about. No conclusion. Assessment just finishes. Limited clarity of purpose/overview. Highlights key issues but an interpretation of these. Weak conclusion. Does not tie in with what was introduced. Provides purpose for assessment, highlights and interprets key issues to be addressed but does not integrate the recommendations. As for level below plus shows consistency between marketing problem identification and final recommendations well established. Engaging conclusion clearly sums up assessment and relates back to the introduction. Critical Analysis (25%) Key points left out. No grasp of issues that faced the client. Over-reliance on notes. Includes some issues but analysis glossed over. It seemed uncomfortable to go beyond key facts. Includes all issues, analysis and recommendations but with little elaboration. Not integrated with theory or are not justified. Builds convincing argument showing how key issues, analysis and recommendations are integrated together. Builds convincing arguments showing how all key points are integrated together. Uses examples to elaborate the key points and theory. Research (25%) No references to any sources. Suggestions/recommendations just seem to appear. Steps used in the analysis shown but little justification why or how these are used to develop recommendations. Background research and analysis of this is clearly identifiable. Steps used are shown and some rationale for the development of recommendations provided. Evidence of extensive research and analysis: journals, prescribed text, other books, verified websites, primary research. Used references to justify analysis As for level below plus able to use references to back up claims and recommendations made. Recommendations clear come from the analysis of the project. Recommendations (25%) Recommendations missing Recommendations very general in nature – the client would not be able to implement them without doing further analysis. Recommendations are given in a way that they could be implemented but no justification is given or benefits explained to the client Recommendations are logical and feasible. Timelines and justifications for these provided. Ties in with the clients brief. Recommendations can easily be implemented. Timelines, responsibilities and costs provided. Format (10%) Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis. The format chosen for your analysis lacks thought and consideration for the intended audience. In-text referencing and/or the reference list is mostly incorrect. Mostly correct grammar and spelling used throughout, with consistent minor and/or major errors. The format chosen for your analysis is appropriate, but major improvements would enhance its presentation. Mostly correct in-text referencing and a reference list with major errors. Mostly correct grammar and spelling used throughout, with occasional minor and/or major error(s). The format chosen for your analysis is appropriate but some improvements would enhance its presentation. Mostly correct in-text referencing and a reference list with minor errors and the occasional major error. Correct grammar and spelling throughout the analysis, with the occasional minor error. Your analysis is professionally presented and have been submitted in an appropriate format. In-text referencing and the resultant reference list are correct, with only the occasional minor error. Correct grammar and spelling throughout the analysis with no errors. Your analysis is professionally presented and have been submitted in an entirely appropriate format. In-text referencing and the resultant reference list are correct, with no errors. Feedback will be released via Turnitin