Assessment Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment
Title:
Digital Strategy Analysis Report
Weighting: 30%
Total Marks:
Length:
30
800 words (+/- 10%). Word count excludes list of references.
Due Date: Week 5
Assessment Description
The purpose of this report is to develop your skills in analysing and evaluating digital
marketing strategies.
Working individually your task is to prepare an 800 word analysis on a
and that has a
weak digital strategy. In this assessment you are required to review the website and
associated social media platforms utilised by this
and and explain why the digital strategy
is weak based on theories.
Your report must:
1. Introduce the
and and explain the cu
ent offering, positioning and target audience
of the
and.
2. Describe the digital marketing strategies that have been used by the
and by
analysing and evaluating the cu
ent website and social media platforms used by the
and.
3. Explain why the
and has been unsuccessful with their digital marketing strategies.
Please support your argument with reasons.
4. Identify a competitor
and from the same industry which has been very successful in
enhancing
and awareness using digital marketing strategies and explain why you
think this
and has been successful compared to the first
and you discussed.
You must use a minimum of 5 references. These must comprise of:
• At least 1 academic article/paper.
• 2 company websites.
• Up to 2 other sources of your choice.
• Wikipedia, Slideshare, Businessballs, BizEd, Mindtools and other non-
academic sources are not considered to be authoritative and will attract low
marks if used. If in doubt, consult your lecturer.
Assignment Submission
This file must be submitted as a ‘PDF’ document to avoid any technical issues that
may occur from inco
ect file format upload. Uploaded files with a virus will not be
considered as a legitimate submission. Turnitin will notify you if there is any issue with
the submitted file. In this case, you must contact your lecturer via email and provide a
ief description of the issue and a screen shot of the Turnitin e
or message.
You are also encouraged to submit your work well in advance of the deadline to avoid
any possible delay with the Turnitin similarity report or any other technical difficulties
that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan
Business School “late assignment submission penalties” policy.
Number of
days
Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total
marks available
XXXXXXXXXXdays 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after
the due date will not be accepted and the student will receive a
mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be
given a mark of zero if they are submitted after assignments have
een returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be
considered to be one day late and therefore subject to the associated penalty
For more information please read the full policy via
https:
www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-
v4.5_incl-SC-form-and-Med-Cert_final.pdf
https:
www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-Med-Cert_final.pdf
https:
www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-Med-Cert_final.pdf
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and
consequences of cheating, plagiarism and other academic offences under the
Academic Integrity and Conduct Policy.
For details on academic integrity policies and penalties, the reassessment process,
and the appeals process, please refer to http:
www.kbs.edu.au/cu
ent-
students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word count by more than 10% will cease to be marked
from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Success Centre
epresentative or refer to the study help on the MyKBS Academic Success Centre
page. You can find this by clicking on the top page toolbar:
My Services>Academic Success Centre>Study Support Resource
http:
www.kbs.edu.au/cu
ent-students/student-policies
http:
www.kbs.edu.au/cu
ent-students/student-policies
Assessment Report Marking Ru
ics
Marking Criteria NN (Fail)
0 – 49%
P (Pass)
50 – 64%
CR (Credit)
65 – 74%
DN (Distinction)
75 – 84%
HD (High Distinction)
85 –100%
Introduction /
Conclusion
(15%)
The introduction is missing or
underdeveloped. The reader has
no idea what the assessment will
e or was about.
No conclusion.
Assessment just finishes.
Limited clarity of
purpose/overview. Highlights
key issues but an interpretation
of these.
Weak conclusion. Does not tie
in with what was introduced.
Provides purpose for
assessment, highlights and
interprets key issues to be
addressed but does not
integrate the
ecommendations.
As for level below plus shows
consistency between
marketing problem
identification and final
ecommendations well
established.
Engaging conclusion clearly
sums up assessment and
elates back to the
introduction.
Critical
Analysis
(25%)
Key points left out. No grasp of
issues that faced the client.
Over-reliance on notes.
Includes some issues but
analysis glossed over. It
seemed uncomfortable to go
eyond key facts.
Includes all issues, analysis
and recommendations but
with little elaboration. Not
integrated with theory or are
not justified.
Builds convincing
argument showing how key
issues, analysis and
ecommendations are
integrated together.
Builds convincing arguments
showing how all key points are
integrated together. Uses
examples to elaborate the key
points and theory.
Research
(25%)
No references to any sources.
Suggestions
ecommendations
just seem to appear.
Steps used in the analysis shown
ut little justification why or
how these are used to develop
ecommendations.
Background research and
analysis of this is clearly
identifiable. Steps used are
shown and some rationale
for the development of
ecommendations provided.
Evidence of extensive
esearch and analysis:
journals, prescribed text,
other books, verified
websites, primary research.
Used references to justify
analysis
As for level below plus able to
use references to back up
claims and recommendations
made.
Recommendations clear
come from the analysis of
the project.
Recommendations
(25%)
Recommendations missing Recommendations very general
in nature – the client would not
e able to implement them
without doing further analysis.
Recommendations are given
in a way that they could be
implemented but no
justification is given or
enefits explained to the
client
Recommendations are logical
and feasible. Timelines and
justifications for these
provided. Ties in with the
clients
ief.
Recommendations can easily
e implemented. Timelines,
esponsibilities and costs
provided.
Format
(10%)
Spelling and/or grammar
is consistently inco
ect,
impacting on the flow and
eadability of your
analysis.
The format chosen for
your analysis lacks
thought and consideration
for the intended audience.
In-text referencing and/or
the reference list is mostly
inco
ect.
Mostly co
ect grammar
and spelling used
throughout, with consistent
minor and/or major e
ors.
The format chosen for your
analysis is appropriate, but
major improvements would
enhance its presentation.
Mostly co
ect in-text
eferencing and a
eference list with major
e
ors.
Mostly co
ect grammar
and spelling used
throughout, with
occasional minor and/or
major e
or(s).
The format chosen for
your analysis is
appropriate but
some improvements
would enhance its
presentation.
Mostly co
ect in-text
eferencing and a
eference
list with minor e
ors
and the
occasional major e
or.
Co
ect grammar and spelling
throughout the analysis, with
the occasional minor e
or.
Your analysis is
professionally presented
and have been submitted
in an appropriate format.
In-text referencing and
the resultant reference list
are co
ect, with only the
occasional minor e
or.
Co
ect grammar and
spelling throughout the
analysis with no e
ors.
Your analysis is
professionally presented and
have been submitted in an
entirely appropriate format.
In-text referencing and the
esultant reference list are
co
ect, with no e
ors.
Feedback will be released via Turnitin