Assignment: Digital Marketing Strategy Report
Value: 50%
Group or individual: Individual
Word limit: 3,000 words (+/- 10%)
Unit Learning Outcomes:
ULO1: Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
ULO2: Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
ULO3: Apply judgement and justify ethical business decision making in the planning and managing of social media and digital projects in diverse context.
ULO4: Create a digital and social media marketing plan that addresses the challenges involved in planning, developing, implementing and controlling an organisation’s marketing strategy.
PLEASE NOTE: The Excel file attached below, which you had used throughout the Semester, will be useful for this assessment.
DM SWOT - Schedule - Audit - Competitor Analysis - Persona [xlsx | 23KB]Download DM SWOT - Schedule - Audit - Competitor Analysis - Persona [xlsx | 23KB]
Assessment 3: Digital Marketing Strategy (Individual Assessment) (50% of the final grade)
Please note: In this assessment, you have a choice which case study you wish to work on:
Case Study 1: Psychedelic Research in Science and Medicine (PRISM): https://www.prism.org.au/Links to an external site.which will be discussed in Week 3 via an online briefing with Dr Stephen Bright who is on the Board of PRISM (https://www.ecu.edu.au/schools/medical-and-health-sciences/our-staff/profiles/senior-lecturers/dr-stephen-bright). Module 3 has the recorded presentation briefing by Dr Bright - please refer to Module 3.
OR
Case study 2: The Digital Marketing Crew brand (our unit’s brand, which Assessments 1 and 2 were based on and thus Assessment 3 would be a continuation of that work).
Value:
50% of the final grade
Format:
Maximum 3,000 words (+/- 10%) – please include a word count at the end of your submission. A pdf or MS Word file to the format specified below in Assignment Instructions, must be submitted in Canvas. The word limit excludes the table of contents, executive summary, and reference list.
Arial, 10 font size, single spaced, is preferred.
Due date & time:
Week 13, Sunday 29 October 2023 by 11:59pm AWST.
How to submit:
Electronically, via Canvas Assignments Assignment 3 submission link.
Unit learning outcomes:
· ULO1: Appraise digital and social media marketing tactics and/or strategies in the development of an online presence in a global business environment.
· ULO2: Assess an authentic social media marketing campaign to identify areas of success and propose recommendations for improvements.
· ULO3: Apply judgement and justify ethical business decision making in the planning and managing of social media and digital projects in diverse context.
· ULO4: Create a digital and social media marketing plan that addresses the challenges involved in planning, developing, implementing and controlling an organisation’s marketing strategy.
Course learning outcomes:
· CLO#1: Demonstrate mastery of a global body of marketing knowledge and practice, including knowledge of research principles and methods [AQF K1, K2, S1].
· CLO#2: Apply critical thinking and technical skills to solve authentic marketing problems [AQF S2, S3].
· CLO#4: Independently initiate, plan and execute a substantial project to meet agreed deliverables [AQF S5, A1, A2, A3].
Assessment instructions
As part of this assessment, you need to first research the case study brand. You must also ensure that you develop a realistic digital marketing strategy, which follows the requirements outlined below. Please ensure that your digital marketing strategy considers and seamlessly integrates the brand, and leverages off of their current digital activity and traditional (offline) marketing and branding activities, if there are any. It must include one (1) Social Media Marketing Campaign.
This strategy is to be presented in a professional industry report format; key components of the plan’s structure are outlined below.
It is critical that your strategy draws on digital marketing theory and benchmarks against industry case studies (as discussed in MKT5325), and references both academic literature and industry sources.

DIGITAL MARKETING STRATEGY STRUCTURE
Cover page (professionally presented, i.e. Not ECU cover page)
1.0 EXECUTIVE SUMMARY (not included in word count)
The purpose of the executive summary is to summarise and highlight the main features of your strategy in a way that will make the reader want to learn more. It must include enough information that the main points from your Digital Marketing Strategy are understood without having to read the entire report. It must read as a stand-alone document, i.e. if someone was to read this section they would know exactly what the key points are or what is unique about your strategy.
2.0 TABLE OF CONTENTS (not included in word count)
3.0 INTRODUCTION
The introduction should introduce the strategy and provide a brief overview of what is to be found in the document. This section should be clear and concise, and should outline the key sections of the report, outline what the key strategic aspects are, and, most importantly, entice the reader to read on (approximately 250 words).
4.0 DIGITAL SITUATIONAL SWOT ANALYSIS
In this section you should analyse what is happening in the brand’s operating environment, specifically in the digital and social media space. Your analysis should be supported with information sourced from Flashdash in Synthesio and other programs introduced to you in this unit, eg: Google Trends, similarweb, Facebook (Meta) Ad Library, and any other freemium products, analyse digital marketing activity relating to this brand and its competitors. Include excerpts of your analyses in this section to support your claims.You need to explain the brand’s current activity as well as the activity of at least two of its competitors. Some aspects to consider include but are not limited to:
Reach and Volume of activity
Share of Voice
Share of Interactions
Engagement rate
Sentiment
Social Media trends
This section should identify strengths, weaknesses, opportunities and threats in the brand’s current social media activities.
Your Digital SWOT analysis for this brand should also consider the following:
current digital marketing trends
competitor analysis
influencers
key selling points (competitive advantage)
the brand’s current digital marketing activity.
Note: You do not need these as separate subheadings within your document.
Your Digital SWOT should identify gaps in the brand’s current digital marketing.
Formatting tip: The Digital SWOT table should be included and should summarise key points for the SWOT analysis, in bullet point format. The Digital SWOT table should be supported with 3-4 paragraphs (underneath the table) explaining the key findings from the SWOT analysis.
5.0 TARGET AUDIENCE
5.1 Demographics, Psychographics, Behavioural, and Geographic: What are the identifying characteristics of your target audience as a segment (a group)? Consider age group, gender, where they live, singles/families/couples etc. What motivates them generally and specifically in digital media interactions? What are their interests? What will appeal to them? How do they use digital media? Support with well-researched information. Identify 2 target audiences.
5.2 Persona Development: Based on the information you had outlined in section 5.1, use the persona overview template provided, and develop a persona for the ‘typical’ person whom represents each target audience for this brand. This section should be 1 page in length for each of the 2 personas (1 persona per target audience), well researched and supported with references.
6.0 STRATEGY PURPOSE, OBJECTIVES & KEY MESSAGE(S)
6.1 Strategic Purpose: What is the primary purpose/ aim/ outcome sought by this strategy? How will it support the business strategy? How will the SMM Campaign support the Digital Marketing Strategy?
6.2 Objectives: What are the objectives of the Digital Marketing Strategy? What are the objectives of the SMM Campaign? These must be in the S-M-A-R-T format.
6.3 Key Message: What are the key messages that this strategy will communicate to the target audience? What is the single message the SMM Campaign will communicate? How will you position this brand? Briefly outline the messages and describe in detail the reasoning behind it.
7.0 DIGITAL MARKETING CHANNELS, TIMELINE & COSTS
Identify the key digital marketing platforms which you propose to use for this strategy (Hint: these need to align with your target audience and your objectives).
Develop a schedule showing digital marketing channels and dates for the whole strategy.
Incorporate paid, organic and company-owned social media activity as well as digital channels such as SEO, website, e-news, email, apps and others, if appropriate to your proposed strategy.
Identify on the schedule the channels and tactics you would use for the SMM Campaign.
What is the proposed budget for the SMM campaign? This should align with your digital strategy and campaign schedule. You must substantiate your budget with well-researched information.
8.0 DIGITAL ANALYTICS: MONITORING, TRACKING AND REPORTING
Explain how you will monitor, track and report on the success of this strategy. Specifically, how would you use the platforms you have been introduced to in this unit (eg: Hootsuite, Synthesio, GA and others) to track, monitor and report on this strategy?
Explain how you will monitor, track and report on the success of the campaign. Which metrics will you use? These could be presented alongside the digital and social media marketing schedule.
9.0 CONCLUSION
A clear and concise conclusion, summarising the main points of the report should be provided. This is your last opportunity within your report to convince this brand that yours is the winning strategy.
10.0 REFERENCE LIST (not included in word count)
Please reference all your sources thoroughly so that you cannot be accused of plagiarism. If you are unsure about the referencing process then you must seek some advice from your lecturer/tutor and/or see the ECU Referencing Guide.
A minimum of 15 references (including a minimum 5 academic sources) must be cited to pass this assessment.
All references must be cited (in-text and in the Reference List) in APA format and references should only appear in the Reference List if they are cited in the body of the report.
To achieve a high grade in this assessment, a range of references from credible sources must be sourced. This should include a variety of academic literature, industry and media sources.
11.0 APPENDICES (not included in word count)
Appendices are for materials that are relevant to your Strategy but which are too bulky or disrupt the flow in-text. Only include information as an Appendix if it adds value to your submission or provides necessary information to support your report claims.
Appendices must be presented in the order in which you use them in-text. This in turn means that you have to label Appendices in order – A, B, C, etc. Do not place anything in an Appendix unless you refer to it in-text.