Assessment Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment Title: Individual analysis developing a digital marketing strategy
Weighting: 30%
Total Marks: Length: 30
1500 words (+/- 10%). Word count excludes list of references.
Due Date: Week 9
Assessment Description
The purpose of this report is to develop your skills in analysing and evaluating digital
marketing strategies & seamlessly integrating them with
ick and mortar marketing
strategies.
Major requirements:
1. Review ONE of the following websites and the digital strategy (including social media
platforms) implemented by the
and/Organisation:
Catch of the day (https:
www.catch.com.au/)
Huggies Baby products ( https:
www.huggies.com.au/ )
Nespresso (https:
www.nespresso.com/au/en)
The Bodyshop (https:
www.thebodyshop.com/en-au/)
White Lady funerals (https:
www.whiteladyfunerals.com.au/)
2. Identify and describe the customers and divide them into three key market segments.
3. Identify the favourite social media platforms for each of the market segments
(even if these aren’t implemented by the
and cu
ently) and analyse how each of
these customer segments access digital communication platforms (E.G.; Twitter,
Linkedin, Facebook, Snapchat, Pinterest, Emails etc.).
4. How effectively does the
and utilise each of these platforms? What should be their
order of priority of each of these platforms and why?
5. Explain why not all social media platforms will work for all market segments.
You must use a minimum of 6 references. These must comprise of:
• At least 3 academic articles/papers.
• Up to 3 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.
https:
www.catch.com.au
https:
www.huggies.com.au
https:
www.nespresso.com/au/en
https:
www.thebodyshop.com/en-au
https:
www.whiteladyfunerals.com.au
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:
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%
Critical Analysis of
Identified Issues
(25%)
Your analysis lacks depth,
and your interpretation is
not relevant.
You
iefly analyse some of the
issues, and your interpretation
is not always relevant.
You sufficiently analyse most
of the issues, and your
interpretation is well
structured.
You thoroughly analyse and
interpret the issues articulately.
You critically analyse and interpret the
issues articulately and convincingly.
Theory
comprehension and
application
(25%)
Your analysis identifies and
applies minimal or none of
the relevant DIGITAL
MARKETING theories and
concepts.
Your analysis identifies and
applies basic DIGITAL
MARKETING theories and
concepts.
Your analysis identifies and
applies some of the DIGITAL
MARKETING theories and
concepts.
Your analysis identifies and
applies many of the relevant
DIGITAL MARKETING theories
and concepts.
Your analysis clearly identifies and
applies all of the relevant DIGITAL
MARKETING theories and concepts and
does so convincingly.
Strategic
Recommendations
(20%)
The quality of your
ecommendations is poor
and/or incoherent.
You have drawn some useful
ecommendations although a
more comprehensive analysis of
the scenario would have been
helpful.
You have drawn mostly useful
ecommendations.
You have drawn varied, well
esearched and compelling
ecommendations.
You have drawn dynamic,
comprehensive and convincing
ecommendations.
Research
(20%)
Your research lacks focus
ecause of an unsuitable
choice of sources.
You have selected basic primary
and/or secondary sources.
Your research is focused,
drawn from a reasonable
selection of primary and
secondary sources.
Your research is focused,
complemented by a quality
selection and range of primary
and secondary sources.
Your research is extensive and focused,
complemented by a
quality selection and a large range of
primary and secondary sources.
Report Format
(10%)
Spelling and/or grammar is
consistently inco
ect,
impacting on the flow and
eadability of your analysis.
Ideas/themes have not
een developed.
The format chosen for your
analysis lacks thought and
consideration for the
intended audience.
In-text referencing and/or
eference list is mostly
inco
ect or non-existent.
Even though grammar and
spelling are an issue, they do not
detract very much from the
eadability of your analysis.
Ideas/themes have been
developed, but your composition
lacks connections and
integration.
The format chosen for your
analysis is appropriate, but
major improvements would
enhance its presentation.
In- text referencing and the
esultant reference list adheres
to Kaplan Harvard Referencing
Style, with major e
ors.
Mostly co
ect grammar and
spelling are very good but
with occasional e
ors.
Ideas/themes have been
developed, but connections
are not always obvious.
The format chosen for your
analysis is appropriate, but
some improvements would
enhance its presentation.
In-text referencing and the
esultant reference list
adheres to Kaplan Harvard
Referencing Style, with minor
e
ors throughout and the
occasional major e
or.
E
ors in grammar and spelling
are rare.
There is a logical connection
etween your statements,
adding to the readability and
credibility of your analysis.
Your analysis is professionally
presented and has been
submitted in the appropriate
format.
In-text referencing and the
esultant reference list
adheres to Kaplan Harvard
Referencing Style, with only the
occasional minor e
or.
Co
ect grammar and spelling
throughout the analysis with no obvious
e
ors.
There is an obvious and logical
connection between your statements,
enhancing the structure, synthesis,
credibility, and readability of your
analysis.
Your analysis is professionally presented
and exceeds expectations in what is
evidently suitable for a high- grade
commercial environment.
In-text referencing and the resultant
eference list adheres to Kaplan
Harvard Referencing Style, with no
e
ors.
Feedback will be released via Turnitin