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Assessment Information Subject Code: MKT302 Subject Name: Digital Marketing Assessment Title: Individual analysis developing a digital marketing strategy Weighting: 30% Total Marks: Length: 30 1500 words (+/- 10%). Word count excludes list of references. Due Date: Week 9 Assessment Description The purpose of this report is to develop your skills in analysing and evaluating digital marketing strategies & seamlessly integrating them with brick and mortar marketing strategies. Major requirements: 1. Review ONE of the following websites and the digital strategy (including social media platforms) implemented by the brand/Organisation: Catch of the day (https://www.catch.com.au/) Huggies Baby products ( https://www.huggies.com.au/ ) Nespresso (https://www.nespresso.com/au/en) The Bodyshop (https://www.thebodyshop.com/en-au/) White Lady funerals (https://www.whiteladyfunerals.com.au/) 2. Identify and describe the customers and divide them into three key market segments. 3. Identify the favourite social media platforms for each of the market segments (even if these aren’t implemented by the brand currently) and analyse how each of these customer segments access digital communication platforms (E.G.; Twitter, Linkedin, Facebook, Snapchat, Pinterest, Emails etc.). 4. How effectively does the brand utilise each of these platforms? What should be their order of priority of each of these platforms and why? 5. Explain why not all social media platforms will work for all market segments. You must use a minimum of 6 references. These must comprise of: • At least 3 academic articles/papers. • Up to 3 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. https://www.catch.com.au/ https://www.huggies.com.au/ https://www.nespresso.com/au/en https://www.thebodyshop.com/en-au/ https://www.whiteladyfunerals.com.au/ 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: 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% Critical Analysis of Identified Issues (25%) Your analysis lacks depth, and your interpretation is not relevant. You briefly analyse some of the issues, and your interpretation is not always relevant. You sufficiently analyse most of the issues, and your interpretation is well structured. You thoroughly analyse and interpret the issues articulately. You critically analyse and interpret the issues articulately and convincingly. Theory comprehension and application (25%) Your analysis identifies and applies minimal or none of the relevant DIGITAL MARKETING theories and concepts. Your analysis identifies and applies basic DIGITAL MARKETING theories and concepts. Your analysis identifies and applies some of the DIGITAL MARKETING theories and concepts. Your analysis identifies and applies many of the relevant DIGITAL MARKETING theories and concepts. Your analysis clearly identifies and applies all of the relevant DIGITAL MARKETING theories and concepts and does so convincingly. Strategic Recommendations (20%) The quality of your recommendations is poor and/or incoherent. You have drawn some useful recommendations although a more comprehensive analysis of the scenario would have been helpful. You have drawn mostly useful recommendations. You have drawn varied, well researched and compelling recommendations. You have drawn dynamic, comprehensive and convincing recommendations. Research (20%) Your research lacks focus because of an unsuitable choice of sources. You have selected basic primary and/or secondary sources. Your research is focused, drawn from a reasonable selection of primary and secondary sources. Your research is focused, complemented by a quality selection and range of primary and secondary sources. Your research is extensive and focused, complemented by a quality selection and a large range of primary and secondary sources. Report Format (10%) Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis. Ideas/themes have not been developed. The format chosen for your analysis lacks thought and consideration for the intended audience. In-text referencing and/or reference list is mostly incorrect or non-existent. Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis. Ideas/themes have been developed, but your composition lacks connections and integration. The format chosen for your analysis is appropriate, but major improvements would enhance its presentation. In- text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors. Mostly correct grammar and spelling are very good but with occasional errors. Ideas/themes have been developed, but connections are not always obvious. The format chosen for your analysis is appropriate, but some improvements would enhance its presentation. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with minor errors throughout and the occasional major error. Errors in grammar and spelling are rare. There is a logical connection between your statements, adding to the readability and credibility of your analysis. Your analysis is professionally presented and has been submitted in the appropriate format. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with only the occasional minor error. Correct grammar and spelling throughout the analysis with no obvious errors. There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis. Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high- grade commercial environment. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with no errors. Feedback will be released via Turnitin