Assessment Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment Title: Digital Strategy Portfolio
Weighting: 40%
Total Marks: Length: 40
5 pages
Due Date: Week 13
Assessment Description
The purpose of this portfolio is to demonstrate your critical thinking and creative skills in the
digital marketing space. Using the
and that you focused on in assessment 1 you are to
design a digital marketing strategy for the
and.
Major requirements:
• Explain why the
and has been unsuccessful in their digital marketing strategy.
• Identify and describe the target customer the
and is trying to appeal to. Why does
the
and not succeed in meeting the needs/wants of the target customer digitally
(not in terms of product offering).
• You have been asked to implement Facebook into your digital marketing strategy.
Please explain how you would implement Facebook and draw or visualise what an
example of your marketing would look like. Use theory from the lectures to support
your idea. Your visuals here will show a Facebook page. The Facebook page must
show all details of the page including display picture, company information and an
example of three Facebook posts.
• You have been asked to implement Instagram into your digital marketing strategy.
Please explain how you would implement Instagram and draw or visualise what an
example of your marketing would look like. Use theory from the lectures to support
your idea. Your visuals here will show your Instagram page. The Instagram page
must show all details of the page including display picture, company information and
an example of three Instagram posts including hashtags.
• You have been asked to implement one other social media platform into your digital
marketing strategy. Please choose a third social media platform, explain how you
would implement the platform and draw what an example of your marketing would
look like. Use theory from the lectures to support your idea.
You must use a minimum of 4 references. These must comprise of:
• At least 1 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.
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 been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will
e 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
Criteria NN (Fail)
0-49%
P (Pass)
50-64%
CR (Credit)
65-74%
D (Distinction)
75- 84%
HD (High Distinction)
85-100%
Critical Analysis
(30%)
No marketing challenge
identified. Justification for
digital integration
transformation not
explained.
Vague and confusing
digital marketing portfolio
not aligned with the
objectives. Few if any
elevant digital assets
used in the strategy.
Vague marketing challenge
identified. Justification for
digital integration /
transformation
iefly
explained.
Basic digital marketing
portfolio with little
alignment with the
objectives. Needed to have
much more explanation of
the digital assets used in
the strategy.
Marketing challenge identified.
Justification for digital integration
transformation needed more
depth in its explanation
Good digital marketing portfolio
somewhat aligned with the
objectives. Some digital assets
did not seem to be relevant.
Clear marketing challenge
identified, though more detail
needed. Justification for digital
integration / transformation
explained sufficiently.
Detailed digital marketing
portfolio aligned with the
objectives. Relevant digital
assets used in the strategy.
Could have had more
explanation.
Clear and detailed marketing
challenge identified.
Justification for digital
integration / transformation
clearly explained.
Very detailed digital
marketing portfolio aligned
with the objectives.
Thorough and relevant digital
assets used in the strategy.
Theory Application
and Research
(30%)
Inappropriate and outdated
theory and research used
Adequate theory and
esearch used; Some
esearch dated. Met
minimum standards,
Good theory and research
used. Cu
ent. Could have had
more in-depth research.
Very good and in-depth
theory and research used;
cu
ent and thorough.
Excellent and cu
ent theory
and research used; Depth of
esearch exceeded
expectations
Conclusions and
Recommendations
(30%)
Conclusions and
ecommendations were not
addressed / included.
Conclusions and
ecommendations were
vague.
Conclusions and
ecommendations were
addressed.
Very good conclusions and
ecommendations though
could have been clearer.
Explicit and clear conclusions
and recommendations that are
compelling and convincing.
Format
(10%)
Non-academic writing
style lacks clarity and has
no flow. No structure.
Many spelling and
grammatical e
ors.
None or very few sources
are acknowledged. Does not
follow Harvard style nor KBS
guidelines.
The writing style is non-
academic though is clear;
minor flow and structure
issues. Spelling or
grammatical e
ors.
Acknowledged few sources
in text and reference list.
Few citations and
eferences follow the
Harvard style. KBS
guidelines rarely adhered
to.
The academic writing style is
clear; good flow, some structure
issues. Some spelling or
grammatical e
ors.
Acknowledged some sources in
text and reference list.
Inconsistent use of Harvard style.
Some KBS guidelines adhered to.
Clear academic writing style
with very good flow and
structure. Minor spelling or
grammatical e
ors.
Acknowledged most sources
in text and reference list.
Most citations and
eferences follow the
Harvard style. Most KBS
guidelines adhered to.
The academic writing style is
very clear with sound flow and
structure. No spelling or
grammatical e
ors.
Acknowledged all sources in
text and reference list. All
citations and references follow
the Harvard style. All KBS
guidelines adhered to.
Feedback will be released via Turnitin
Student Name: Megraj basnet
Student id: 128439
DIGITAL STRATEGY ANALYSIS REPORT
COMPANY NAME: ALDI SUPERMARKET
COMPETITOR’S NAME: COLES SUPERMARKET
INTRODUCTION:
Aldi is a discounted supermarket which has around 10,000 stores around 20 countries. It is owned by Einkauf GMBH. The product varies from groceries, everyday collection to wines and liquor.
It is one of the biggest players in retail industry internationally with the revenue of Us 70billion in the year 201 globally. Although Aldi has only 9.8 percentage market share in Australia it makes it rank on top three after Coles and Woolworths .The target audience for this retail supermarket are mostly working class people who are after quality and fresh produce but at the same time who wants some discount on product. Aldi is a perfect fit for those as it provide huge discount on its products. However, its products are limited.
DIGITAL MARKETING STRATEGY OF ALDI AND ITS FAILURE
Aldi had an unreasonable business model in which proper market research was not done regarding the taste and preference of their target customers.An unsuccessful digital marketing strategy was also one of the reason for their low market share.Company main focus should have been the digital habits of their prefe
ed customers.The frequent online sites by the customer should be known by a company tomake a plan on digital marketing world.Aldi supermarket just focused on low cost digital marketing concept which means they did not try to interact with the preference of higher class people rather they just stick to the preference of working class.
Being a global
and Aldi use various tools in order to attract their customers. They use social media platform like twitter,facebook or direct email to promote their seasonal offers. However, they have failedto rank their product on SEO{search engine optimization}.As in the age, where everybody is equipped with phones and tablets ,more than 3 million user do google search per day. Aldi had failed to provide eyecatching content as compared to big retailers like Woolworths and coles. For