The plan is about a fictional keto/low carb baked good company that I called JOYFIT. thank you
MKTG8004 Digital Marketing Strategy ‘Digital Strategy Plan’ Guideline, Marking Criteria & Rubric Weighting: 40% (20% Individual Plan & 20% group Presentation/ Pitch) 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: 9:00AM, 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. Digital Marketing Strategic Plan: (40 marks) Individual Plan (20 marks) Word limit: 1,500 (+10%) excluding title page, headings, reference list, tables & figures. Due: 11:59 PM, Monday of week 7 (Turnitin submission on iLearn) Full Harvard referencing required (both in-text citations, and reference list) Group Presentation/ Pitch (20 marks) o Video Presentation: 10-15 minutes per group: The link to your video presentation needs to be provided on iLearn by Monday of week 12, 11:59PM. o Electronic version of NO MORE than 20 power point slides (18 content + 1 title page +1 reference list) to be uploaded to iLearn by Monday of week 12, 11:59PM. o Each group need to be prepared for a 5-7 minutes in-class pitch and a 10-minute Q&A session in week 12/ 13. Full Harvard referencing required (both in-text citations, and reference list) Assessment Guideline | Individual Plan & Group Presentation/Pitch: 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 macro- environment 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 9). For group presentation: Each group needs to develop a website to showcase some of the suggested creative ideas, digital and communication strategies. https://jigsaw.vitalsource.com/books/9781292241623/epub/OPS/html/chapter-009.html#Chapter9 Marking Rubric | Individual Plan & Group Presentation/Pitch: Not Attempted (0) FAIL (0-49) – Unsatisfactory performance PASS (50-64) – Basic performance CREDIT (65-74) – Good performance DISTINCTION (75-84) – Superior performance HIGH DISTINCTION (85-100) - Outstanding performance Introduction & Background (15% marks) Not attempted or entirely or significantly plagiarized from other sources. Limited discussion of the digital marketing transformation, No application of 7Ss framework, No support Some discussion of the digital marketing transformation, Limited application of 7Ss framework, Limited discussion of customer lifecycle touchpoints, Limited support Good discussion of the digital marketing transformation, Some application of 7Ss framework, Some support Great discussion of the digital marketing transformation, Good application of 7Ss framework, Great support through citing credible sources Comprehensive discussion of the digital marketing transformation, Great application of 7Ss framework, Excellent support through incorporation of high-quality sources Opportunity: Defining the Online Opportunity (20% marks) Not attempted or entirely or significantly plagiarized from other sources. Fails to propose appropriate objectives, No assessment of online market place, No discussion of customer lifecycle touchpoints, No link to digital marketing theories/ concepts Objectives seem appropriate to some extent, Limited assessment of online market place, Limited discussion of customer lifecycle touchpoints, Limited link to digital marketing theories/ concepts, Limited justification Objectives seem appropriate, Some assessment of online market place, Some discussion of customer lifecycle touchpoints, Good links to digital marketing theories/ concepts, Good justification Well-defined objectives, Good assessment of online market place, Good discussion of customer lifecycle touchpoints, Good application of digital marketing theories/ concepts, Great justification through citing multiple credible sources Well-defined & well-justified objectives, Great assessment of online market place, Great discussion of customer lifecycle touchpoints, Advanced application of multiple digital marketing theories/ concepts, Excellent justification through incorporation of high-quality sources Strategy: Selecting the strategic Approach (40% marks) Not attempted or entirely or significantly plagiarized from other sources. Fails to propose effective digital marketing strategies, No application of 5Ss of digital marketing, No definition of Customer Value Proposition, No i/ very limited inclusion of digital marketing & communication mix, No link to digital marketing theories/ concepts Digital marketing strategies seem effective to some extent, Limited application of 5Ss of digital marketing, Limited definition of Customer Value Proposition, Limited inclusion of digital marketing & communication mix, Some links to digital marketing theories/ concepts, Limited justification Digital marketing strategies seem effective, Some application of 5Ss of digital marketing, Some definition of Customer value proposition, Some inclusion of digital marketing & communication mix, Good links to digital marketing theories/ concepts, Good justification Effective and well-justified digital marketing strategies, Good application of 5Ss of digital marketing, Good definition of Customer value proposition, Good inclusion of digital communication mix, Good application of digital marketing theories/ concepts, Great justification through citing multiple credible sources Innovative digital marketing strategies, Great application of 5Ss of digital marketing, Great definition of Customer value proposition, Great inclusion of digital marketing & communication mix, Advanced application of multiple digital marketing theories/ concepts,