SUBJEK DIGITAL MARKETING STRATEGY (MKT521)
1. TEST - 30% CLO 1
1. Will cover from Chapter 1, 8, 9 & 10.
2. Format test – Structured questions
2. GROUP ASSIGNMENT 1 (10%) – WRITTEN REPORT – ONLINE PLATFORM
CLO 2
INSTRUCTIONS
Choose ONE either website/social media/mobile applications and write a report the
implications of the platforms towards the consumers
The student needs to:
1. Group Formation: Form groups of 3 students.
2. Explains how the website/social media/mobile applications influence online
consumers purchasing behaviour
3. Discuss the customer experience (CX) of the website/social media/mobile
applications.
4. Give recommendations to improve the customer journeys of the website/social
media/mobile applications.
3. GROUP ASSIGNMENT 2 (20%) – DIGITAL MARKETING CAMPAIGN
ANALYSIS AND RECOMMENDATIONS CLO 2
Objective: The objective of this assignment is to analyze a digital marketing campaign
carried out by a company of your choice and provide constructive feedback and
recommendations for improvement.
Instructions:
1. Group Formation: Form groups of 3-5 students.
2. Choose a company: Each group will select a company that has executed a
digital marketing campaign within the last year. It is recommended to choose
well-known companies that have a significant online presence.
3. Gather the information about the campaign:
a. Conduct thorough research on the chosen company's digital marketing
campaign. Explore various sources such as the company's website,
social media platforms, press releases, news articles, and industry
publications to gather information about the campaign's objectives,
target audience, tactics, and overall effectiveness.
b. Objectives: Identify the campaign's main objectives and assess
whether they are clear, measurable, and aligned with the company's
overall marketing goals.
b. Target audience: Evaluate how well the campaign targeted the
intended audience. Discuss the effectiveness of the campaign's
messaging, tone, and creative elements in engaging the target
audience.
c. Channels and tactics: Assess the various digital marketing channels
and tactics used in the campaign (e.g., social media, email marketing,
influencer partnerships, SEO). Analyze their suitability for the target
audience and effectiveness in delivering the campaign message.
4. Campaign analysis: Write a detailed analysis of the digital marketing
campaign, considering the following aspects:
a. Measurement and analytics: Evaluate the campaign's tracking and
measurement methods. Discuss the metrics used to measure the
campaign's success and whether they align with the stated objectives.
Provide recommendations for additional metrics that could provide
deeper insights. This can be done as follow:
i. Campaign Objectives Review:
• Start by understanding the campaign objectives as stated by the
company or as per your understanding of the campaign.
• These objectives could be increasing brand awareness, driving
website traffic, generating leads, increasing sales, etc.
ii. External Data Sources:
• Utilize publicly available data sources to gather information
about the industry, competitors, and general market trends.
• Social media platforms, industry reports, and market research
publications can provide valuable insights into consumer
behavior and trends.
iii. Social Media Analysis:
• If the campaign involves social media, analyze the company's
social media profiles (e.g., Facebook, Twitter, Instagram,
LinkedIn).
• Look for engagement metrics such as likes, shares, comments,
and overall follower growth.
• Analyze the content posted during the campaign period and
assess its performance in terms of reach and engagement.
iv. Sentiment Analysis:
• Conduct sentiment analysis by monitoring online conversations
related to the campaign.
• Look for mentions on social media, forums, and review websites
to gauge the sentiment surrounding the campaign.
• Positive sentiment indicates that the campaign resonated well
with the audience, while negative sentiment may indicate areas
for improvement.
v. Website Traffic Analysis (if possible):
• Although you may not have access to the company's website
data, you can still analyze publicly available information.
• Use tools like Google Trends to monitor changes in search
volume for relevant keywords related to the campaign.
• Look for any spikes in organic or referral traffic to the website
during the campaign period, if possible.
vi. Competitor Analysis:
• Analyze the digital presence and marketing strategies of
competitors in the same industry.
• Compare the performance metrics of your campaign with those
of competitors to gain insights into relative performance and
market positioning.
vii. Customer Feedback and Surveys:
• If feasible, conduct surveys or gather feedback from customers
who interacted with the campaign.
• Use this feedback to understand customer perceptions,
preferences, and areas where the campaign succeeded or fell
short.
viii. Recommendations for Additional Metrics:
• Based on your analysis, identify any gaps in the metrics used to
measure the campaign's success.
• Recommend additional metrics that could provide deeper
insights into the campaign's performance.
• For example, if the campaign aimed to increase brand
awareness, metrics like brand sentiment, brand recall, and
brand mentions could provide valuable insights.
b. Creative elements: Evaluate the visual and textual elements of the
campaign (e.g., images, videos, ad copy). Analyze their effectiveness
in capturing attention, conveying the message, and creating a positive
brand image.
c. Integration: Assess how well the campaign integrated various digital
marketing channels and touchpoints to create a cohesive and
seamless user experience.
5. Recommendations: Based on your analysis, provide constructive
recommendations for improving the campaign's effectiveness and impact.
Ensure that your recommendations are practical, actionable, and aligned with
the company's goals. Consider elements such as messaging, targeting,
channel selection, creative elements, measurement, and optimization
strategies.
Note: Proper citation and referencing should be used when referring to sources in the
analysis and recommendations.
Grading criteria:
● Comprehensive analysis of the chosen digital marketing campaign.
● Clarity and coherence of the recommendations provided.
● Use of relevant examples and supporting evidence.
● Overall written report quality and group collaboration.
Remember to encourage teamwork and collaboration within the group and emphasize
the importance of critical thinking and evidence-based analysis in providing
recommendations.
1. GROUP ASSIGNMENT 3 (40%) – DIGITAL CAMPAIGN CLO 6
INSTRUCTIONS
Assignment: Content Marketing & Digital Marketing Tools
Objective: Create a digital marketing campaign using various digital marketing tools
based on a given theme, and present it in an infographic.
Instructions:
1. Group Formation:
a. Form groups of 3-5 students.
b. Each group will be assigned a specific theme for their content marketing
campaign.
2. Theme Selection:
a. Choose a theme related to the assigned industry or topic.
b. Examples of themes could be: "Sustainable Fashion," "Healthy Eating
Habits," or "Digital Fitness."
3. Digital Marketing Tools:
a. Research and select at least three digital marketing tools to incorporate into
your campaign.
b. Examples of digital marketing tools include social media platforms (e.g.,
Facebook, Instagram), email marketing software, content management
systems, analytics tools, etc.
4. Digital Marketing Campaign Strategy:
a. Develop a comprehensive strategy for your digital marketing campaign,
considering the following elements:
i. Target Audience: Define your target audience based on the chosen theme.
ii. Goals and Objectives: Set clear and measurable goals for your campaign
(e.g., increase website traffic, generate leads, improve brand awareness).
iii. Key Messages: Determine the main messages you want to convey to your
audience.
iv. Content Creation: Create compelling content (e.g., blog posts, videos,
infographics) that aligns with your theme and resonates with your target
audience.
v. Integration of Tools: Outline how you will integrate and utilize the selected
digital marketing tools to achieve your goals. For example, if you choose to
use email marketing, specify the email titles, content, and frequency.
vi. Timeline: Create a timeline that outlines the sequence of activities for your
campaign.
5. Infographic Creation:
a. Design an infographic that visually represents your digital marketing
campaign strategy.
b. Include key elements such as target audience, goals and objectives,
selected digital marketing tools, content examples, and a timeline.
c. Use colors, icons, and images to make your infographic visually appealing
and easy to understand.
6. Presentation:
a. Prepare a presentation to showcase your infographic and explain your
digital marketing campaign to the class.
b. Each group member should participate in the presentation and clearly
communicate their assigned roles and responsibilities.
7. Q&A and Feedback:
a. After each presentation, allow time for questions and provide constructive
feedback to other groups.
b. Discuss the strengths and areas of improvement for each campaign.
Note: Make sure to properly reference any external sources used for research and
inspiration in your infographic and presentation.
By following these guidelines, each group should be able to create an effective digital
marketing campaign using various digital marketing tools and present it in an engaging
infographic. Good luck with your assignment!