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MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 1 of 8
Assessment 2 – Part B Overview:
Focus of Part B
Part B focuses on the application of the information acquired in Part A to develop a
digital marketing plan. This report includes analysis of the voice of the customer,
quantitative social-media analytics, development of integrated marketing objectives,
and development of a social-media-focused digital marketing plan.
Professional presentation of Part B report:
The group must prepare a 4000 word (+/- 10%) digital marketing report and
submit via Turnitin. Only words in the report’s body are included in the word count, and
any tables and figures are excluded from the word count. The report body starts at the
beginning of the Introduction section and finishes at the end of the Conclusion section.
As such, the Executive Summary, Table of Contents, References and Appendices are
excluded from the word count.
The report must reflect the group’s ability to work as a marketing team and maintain a
professional standard in presentation. For example, this includes, but is not limited to,
maintaining consistency between the sections in terms of writing style, using a 12-
point font size, 1.5 line spacing, page breaks for main headings/sections, using page
numbers, proper captions for the figures/images and tables, proper use of appendices,
quality of screenshots, substantiation of arguments using appropriate marketing
theory, scholarly references and APA referencing (in the report and reference list).
(Note: Report formatting guidelines in page 27-56 in this Student Manual may assist
further.)
Report examples will be provided on Blackboard that you are encouraged to review.
The sections in the Part B group report:
Cover Page
Executive Summary
Table of Contents
Table of Tables
Table of Figures
1. Introduction
2. Customer Profile
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 2 of 8
3. Marketing Objective
4. Marketing Plan
5. Resource Estimate
6. Conclusion
7. References
8. Appendices A-Z (e.g. value proposition canvas, communication
moderation flowchart, supporting screenshots)
Consistent with best-practice report writing, you should add appropriate numbered
sub-headings (e.g., 2.1, 2.2, 3.1, 3.2) as required to present the report. The Table of
Contents should also include the names of the appendices (e.g., Appendix 1 XYZ
name). The next part of this guide covers the task description of each section. Each
section has a recommended word limit; however, it is up to the group to manage the
final distribution of the number of words across the report sections.
Cover Page:
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 important, relevant points – e.g., time-frame covered, critical issues, objectives,
key digital marketing actions, budget, key expected outcomes. It should be very
specific and short, about 250 words, and is excluded from the word count.
Table of Contents:
Use the automatic multilevel Table of Contents (ToC) feature available in MS Word
to generate the ToC.
Table of Figures:
Use ‘image caption’ under the ‘Reference’ tab in MS Word to generate the Table
of Figures.
Table of Tables:
Use ‘table caption’ under the ‘Reference’ tab in MS Word to generate the Table of
Tables.
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 3 of 8
1. Introduction
Recommended limit for this section is 300 words.
This section explains the purpose and the structure (flow and relationship between
each section) of the report. It provides a summary of the retail sector and the brands
observed in Part A. Use Table 1 developed in Week 3 as a template to provide a
summary. You can use brand logos to make the table visually appealing.
2. Customer Profile
Recommended limit for this section is 750 words.
In this section, the group has to create a ‘Customer Profile’ of the selected retail
sector by summarising the findings from the individual component in Part A. The
question that the group needs to answer is – ‘What are the salient values that the
customers are seeking in the selected retail category?’
To answer the question, the group has to use the Strategyzer ‘Value Proposition
Canvas’ framework discussed in Week 8, i.e., answer the ‘Customer Job’, ‘Customer
Pain’ and ‘Customer Gain’ trigger questions. Justify your arguments using the data
from the individual analysis in Part A. The group is expected to make the best use of
the resources offered by Strategyzer. It is recommended that students provide an
example of (a) target customer persona(s) to support the Customer Profile (included
as appendix). Provide the Value Proposition Canvas as an appendix. (Note: it is
recommended to use A3 landscape page format for that appendix to fit the canvas in
the report.)
3. Marketing Objective
Recommended limit for this section is 1000 words. Higher usage of figures/images,
evidence-based discussion and in-text citation (references) is expected in this section.
In this section, the group has to set a marketing objective by conducting a SWOT
analysis. The focal questions are: “Which retailer in Australia, out of the four retailers
observed by the group, has the least/weakest social media marketing activities and
presence? What are those weaknesses compared to the other local and international
brands in the same retail sector?” To address these questions, the group should:
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 4 of 8
– Develop a SWOT analysis table and substantiate its arguments using the data
collected in the individual task in Part A. In addition, the group has to use their web
analytics and SEO skills (Weeks 6 and 7) to inform the SWOT analysis. (Note:
Group members may need to conduct additional analysis if the data from Part
A is insufficient.)
– Explain the reasoning behind the choice of retailer for this Digital and Social Media
Marketing Plan. Be specific when identifying and discussing weaknesses in the
retailer’s social media activities and presence.
– Propose one marketing objective for the specified December timeframe (see
Section 4) for the selected retailer’s brand using the 5S framework for strategic
digital marketing planning (Sell, Serve, Speak, Save, Sizzle). Justify the marketing
objective using S.M.A.R.T. criteria. The report must provide adequate and
justified discussion to explain how the proposed marketing objective addresses
the weaknesses found in the SWOT analysis.
4. Marketing Plan
Recommended limit for this section is 1500 words. Any tables and figure/image
captions are not included in the word count. Higher usage of figures/images is
expected.
The digital marketing plan is a combination of the strategy and tactics illustrated in the
RACE framework for digital marketing. In this section, the group has to develop a
digital marketing plan to achieve the objective proposed in the previous section using
the RACE framework. (Note: The RACE framework will be covered in the Week 2.)
Although a complete digital marketing plan focuses on the marketing activities across
all channels, e.g., website, catalogue, the focus of this assignment is on marketing
activities in social media channels only.
November 24th to December 24th (4 weeks) is a busy Christmas trading period for most
retailers in Australia. Therefore, the group must provide an innovative social media
marketing plan for the four weeks leading up to Christmas to achieve the marketing
objective identified in Section 3 of this report.
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 5 of 8
– The group must propose at least four (4) campaigns, one for each week. At least
one of the four campaigns needs to be a paid ad campaign (PPC). The group can
propose more than four campaigns, however, not all campaigns should be paid
campaigns. In other words, there needs to be a mix of paid and non-paid (i.e.
organic), so an organic campaign(s) also need(s) to be part of the plan.
– A campaign should cover all social media channels that the target customers are
using. For example, you may need to provide variations of a post if your plan is to
post it on both Facebook and Twitter. The channel-specific variations of a post are
not counted as different campaigns. The ‘customer profile(s)’ presented in Section
2 of this report should guide the choice of social media for each campaign. In
addition, the Sensis social media report should help you to understand social
media channel usage in Australia.
– All campaigns and associated activities contained within the plan must be justified.
For example, why do you expect a campaign/post will Reach more people?; how
it will influence someone to Act (i.e., share, comment, like)?, how it will Engage
people? To illustrate, you may propose a paid Facebook ad campaign to reach
new customers. In that case, you need to provide details of the post, how it will be
distributed, screenshots of budget calculation, prior example of similar campaign,
etc. The understanding generated in Part A (the individual report) should assist
your group with creating suitable posts.
– Provide a schedule of campaign activities. Use the following table as a template:
ID Campaign Name Start Date End Date Channels
1 Discount offer 20th Nov 23rd Nov Facebook, Twitter
2 Giveaway contest 23rd Nov 28th Nov Facebook
3 …… …… …… Snapchat
4 Holiday wish 20th Dec …. Instagram, Facebook
Template: A simple campaign and post schedule
5. Resource Estimate
Recommended limit for this section is 300 words.
Provide a resource estimate for the marketing plan. For example, the plan may require
a graphics designer or multiple social media customer service representative. Use job
portals, such as SEEK.com.au, to justify the estimated human-resource budget.
Adittionally, you may need to propose paid marketing, such as a targeted campaign
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 6 of 8
on Instagram, to reach more customers. Use various Internet sources, such as
Facebook Business Manager, to estimate costs.
Use the following example table as a template to present the total estimated budget:
Category Item Budgeted Amount
Content development $5,000
Website improvement (one time) $40,000
Video post x 5 $20,000
Social media manager (1 months) $6,000
Facebook post boost $4000
Total: AU$75,000
Template: A simple resource estimate
6. Conclusion
– Concluding remarks within 150 words.
7. References
This section is not included in the word count.
– The reference list should be done using APA style. It needs to be in alphabetic
order, use consistent formatting throughout and feature full information for each
reference as per the APA style.
8. Appendices A-Z
This section is not included in the word count.
Include any additional analysis or screenshots that are not critical to establish
arguments made in sections 1 to 5 but are required to strengthen the arguments. You
may include multiple appendices. For example, Appendix A might provide details of
social media analytics and Appendix B might provide details of website analytics. Each
appendix should be numbered and have a name/title, e.g. Appendix 1 Social Media
Analytics for Retailer XYZ.
– Provide the value proposition canvas as an appendix; use A3 landscape page
format to fit the canvas in the report.
– Each group must provide a communication-moderation flowchart in an
appendix (see Week 3 activity).
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 7 of 8
Part B Marking Rubric:
Marking Criteria FAIL PASS
Satisfactory
CREDIT
Very good
DISTINCTION
Excellent
HIGH DISTINCTION
Outstanding SCORE
A significantly
incomplete answer.
A partially
complete answer.
A mostly
complete answer.
A significantly
complete answer. A complete answer. 100%
35
Criterion 1:
EXECUTIVE SUMMARY,
INTRODUCTION AND
CONCLUSION
Statement of a brief overview of
the proposed plan in the
executive summary, an overview
of the report in the introduction,
and the concluding remarks.
Executive summary leaves out most of
the report.
Poor attempt at an introduction and
conclusion.
Executive summary summarises
most of the report.
There is some attempt at an
introduction and conclusion.
The executive summary clearly
summarises the entire report.
Good attempt at an introduction
and conclusion.
Executive summary effectively
summarises the entire report.
The introduction includes an
overview of each element of the
report.
The conclusion provides sufficient
concluding remarks.
Executive summary very
clearly and effectively
summarises the entire report.
The introduction clearly
outlines each aspect of the
report.
The concluding remarks are
excellent.
10%
3.5/35
Criterion 2:
CUSTOMER PROFILE
Application of Creation of
customer profile using the
value proposition canvas
Poor attempt to market research
using Netnography.
The information is inaccurate, or
elements are missing.
Insufficient digital marketing related information to inform
evaluation.
Some attempt to market
research using Netnography.
Attempt to pull together and
synthesise key issues. Some
omissions are evident.
Adequate information provided
although not sufficiently
comprehensive to inform digital
marketing objectives and
understanding of the possible
impact on marketing strategy.
Some errors may be evident.
Good attempt to market
research using Netnography.
The discussion summarises
the main issues. Some attempt
at justification of their
relevance to company
situation.
Relevant digital marketing
information provided.
There may be some omissions
of key areas not adequately
explained.
Excellent attempt to market
research using Netnography.
The discussion includes a very
good summary of key issues
with good justification of their
relevance to company situation.
Concise digital marketing related information provided. No
omissions of key areas and
most adequately explained.
Sufficiently comprehensive to
inform digital marketing
objectives and understanding of
the possible impact on
marketing strategy.
An outstanding market
research using
Netnography.
The issues are prioritised
and justified using
appropriate digital
marketing theory.
Very high standard of
accuracy in the
presentation of digital
marketing-related
information.
Comprehensive treatment
which informs digital
marketing objectives and
understanding of the impact
on marketing strategy. No
errors are evident.
25%
8.75/35
Criterion 3:
MARKETING OBJECTIVE:
Develop SWOT analysis,
proposal of suitable digital
marketing goal and
justification using S.M.A.R.T
criteria
The proposed marketing objective
do not meet the S.M.A.R.T. criteria.
Digital-marketing objective is
lacking and/or provides an
incomplete justification; objective is
not substantiated by the data
collected in Part A.
Little attempt made to use
marketing theory to justify the
chosen objective. Objective is
poorly worded or do not meet
some of the
S.M.A.R.T. criteria.
Digital-marketing objective is
partially logical and practical,
and is partially substantiated by
data collected in Part A.
Some attempt at using
marketing theory to justify the
chosen objective. Objective
mostly satisfies the S.M.A.R.T.
criteria.
Digital-marketing objective is
largely logical and practical
and mostly substantiated by
data collected in Part A
Excellent application of
marketing theory to justify the
chosen objective. Meets all
requirements of the S.M.A.R.T.
criteria.
Digital-marketing objective is
logical, practical and
actionable, and is soundly
substantiated by data collected
in Part A.
Outstanding use of
marketing theory to justify
the chosen objective. The
objective is clearly worded
and meets all the
requirements of the
S.M.A.R.T. criteria.
Digital-marketing objective
is logical, practical and
actionable; expertly
substantiated by data
collected in Part A.
15%
5.25/35
MKTG3002 – Assessment 2 – Part B details
Group report on ‘Digital and Social Media Marketing Plan’
Page 8 of 8
Part B Marking Rubric:
Criterion 4:
MARKETING PLAN:
Recommendation of marketing
strategy
& applicable marketing mix for
selected objectives. Justified
digital and social media
marketing tactics using RACE
planning framework. The
summary of the campaign
activities.
A summary of the campaign
activities is missing. Digital and
social media marketing strategies
and/or campaign plans not
attempted
Some details in the summary of
the campaign activities. Some
digital and social media
marketing strategies and/or
campaign plans are generated
and partly justified. There is a
partial synthesis of theory and
issues to achieve the proposed
objectives of the analysis.
An adequate summary of the
campaign activities. Some
plausible digital and social
media marketing strategies
and campaign plans are
generated and justified,
demonstrating a reasonable
synthesis of theory to achieve
the proposed objectives.
Excellent summary of the
campaign activities. Plausible
and mostly insightful digital and
social media marketing
strategies and campaign plans
are generated and justified in a
way that demonstrates the
synthesis of theory and well analysed issues necessary to
achieve the proposed
objectives.
Outstanding summary of
the campaign activities.
Outstandingly insightful and
plausible digital and social
media marketing strategies
and campaign plans are
generated and justified in a
way that very skillfully
synthesises theory and
perceptively analysed
issues to achieve the
proposed objectives.
30%
10.5/35
Criterion 5:
RESOURCE ESTIMATE:
An estimate of required time,
money and people resources
to implement the
recommended plan.
An unrealistic budget is provided.
Limited or no use of online
advertising tools to estimate
campaign budget.
Limited or no justification of human
resource requirements.
Some type of budget is
provided.
Limited use of online advertising
tools to estimate campaign
budget. Limited justification of
human resource requirements.
Somewhat plausible budget is
provided.
Some use of online advertising
tools to estimate campaign
budget. Some justification of
human resource requirements.
A plausible budget is provided.
Excellent use of online
advertising tools to estimate
campaign budget.
Excellent justification of human
resource requirements.
A very plausible budget is
provided.
Outstanding use of online
advertising tools to estimate
campaign budget.
Outstanding justification of
human resource
requirements.
10%
3.5/35
Criterion 6:
REPORT FORMAT AND
OVERVIEW:
Writing using academic
language and formal structure.
Use of visual illustration such
as screenshots.
Adhere to referencing
conventions and
acknowledgement of sources.
Appropriate use of visual
illustration with captions. Use
of table of contents (ToC),
table of figures (ToF), table of
tables (ToT) and appendices.
Includes Communication
Moderation FlowChart.
The overall quality of the
report formatting.
Acknowledges only some sources.
Some referencing conventions
followed.
Lack of visual illustration.
Poor or no use of ToC, ToF, ToT
and appendix.
Arguments are poorly organised
and only sometimes coherent with
little marketing-specific academic
language.
Communication Moderation
Flowchart omitted.
Poor overall report format.
Acknowledges most relevant
sources. Reasonably accurate
referencing system.
Some visual illustration.
Some use of ToC, ToF, ToT
and appendix.
Arguments are generally
organised and coherent, and
generally in marketing-specific
academic language.
Communication Moderation
Flowchart acceptable.
Acceptable overall report
format.
Acknowledges all relevant
sources. Mostly accurate
referencing system.
Adequate visual illustration.
Adequate use of ToC, ToF,
ToT and appendix.
Well-organised arguments are
mostly logical, concise and
coherent, and in marketing specific academic language.
Communication Moderation
Flowchart well developed.
Good overall report format.
Acknowledges all relevant
sources. Accurate and
consistent referencing system.
Excellent visual illustration.
Excellent use of ToC, ToF, ToT
and appendix.
Logical structure with coherent,
concise and well-developed
arguments in marketing-specific
academic language.
Communication Moderation
Flowchart of comprehensive.
Excellent overall report format.
Acknowledges all relevant
sources. Highly accurate
and consistent referencing
system.
Visual illustration is very apt
for its purpose.
Outstanding use of ToC,
ToF, ToT and appendix.
Very logical structure and
entirely coherent, concise
and fluent arguments in
marketing-specific
academic language.
Communication Moderation
Flowchart outstanding.
Outstanding overall report
format.
10%
3.5/35