MKT2013 Digital Marketing And Branding: Management And Enterprise

MKT2013 Digital Marketing And Branding: Management And Enterprise

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MKT2013 Digital Marketing And Branding

Questions:

Assignment 2 task:

You need to form a group and conduct a power point presentation on the Digital Marketing Strategies for the three target markets in Assignment 1. Read Step 2 Divide the work equal among the group member on p. 3. The power point presentation includes a physical presentation and a formal submission of the power point slides (with accompanying notes). The physical presentation of the assignment will be done in groups to the Course Tutor and will be conducted throughout the semester (read Group Presentation Instructions on p. 3).

The submission of the slides and notes section should be done on the due date on Study Desk (as always). Note that each team member should submit the same Power Point Notes document on Study Desk (you may indicate your slides by adding your name on each slide). Groups will conduct a physical presentation and submit the power point presentation (that include all the slides 20-25) with the accompanying notes (in the Note Section of the Power Point Slides) on the due date of the assignment. This script will be used to allocate the final mark to the group members.

Groups are required to build on Assignment 1 and conduct brand positioning, develop a short digital marketing campaign, and suggest consumer motivation for the three target markets in Assignment 1. We recommend that the group allocate a specific target market to each group member and allow the member to decide and present the brand positioning, digital marketing campaign of their target market, and how they will motivate consumers. Each group member should end their presentation by recommending the best digital marketing campaign (compared between the three target markets). This may then ensure that the work is equally divided among the group members. The aim of this campaign will be to increase consumer online engagement with the brand. 

Students are required to include the following in their presentations:

1.    Title slides: Title of assignment, student name; student number; lecturer name; date; course name and code.   

2.    Overview slide: give an overview of presentation

3.    Introduction slide. This should include your table of Assignment 1 that includes the following: target markets; the big data segmentation variables; and the created personas.

4.    Body slides (8-12 slides):

4.1    Brand positioning. Develop a brand positioning statement for each target market segment 

4.2    Digital marketing strategies. Propose a short-listed marketing strategy for each of the three target market segments

4.3    Motivation. Explain how you will motivate consumers to go online Module 5 in each of the target markets.

•    You may describe the role of influencers in your digital marketing campaign. 

•    You may also consider online communities in your campaign

5.    Second las slide: Recommendations. Each group member should in their presentation make a recommendation to top management by selecting the best most lucrative digital marketing strategy among the three market segments. Group members may differ in their opinion, just support your decision in the presentation. 

6.    Last slide: List of reference

Assessment objectives

Upon successful completion of this assignment, you should be able to:

•    an understanding of how digital technology have impacted the development of marketing strategies, tools and analytics

•    the ability to communicate clearly and concisely in presenting relevant knowledge, ideas, and judgments to a target audience 

•    initiative, critical thinking, and creativity and digital literacy applied to relevant marketing and branding principles and tactics

•    the ability to synthesis digital marketing and branding knowledge, concepts, theories and principles within this context to make considered judgments

Additional notes on Assignment 2

●    In the process of preparing your assignment submission, you need to refer to the marking criteria as well. The marking criteria is on Study Desk

●    You can access information on the brands used via the Internet or any other sources. You should NOT contact the company except to request publicly available information such as annual reports, brochures etc. Please note that the objective of the assignment is to test your knowledge of the theory and your ability to apply the theory. If a piece of information is not readily available from public materials (observation, the Internet, company annual reports, brochures etc.), then you should feel free to make realistic assumptions. If you make an assumption, please state in brackets (assumed) after the assumption has been made.

●    You must demonstrate your knowledge of relevant theory from textbooks and other recommended readings. You should use at least one other textbook (in addition to the prescribed text) as well as relevant articles (also those available on study desk) and any other sources to support your arguments.

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