MKTG8004 Digital Marketing Strategy
‘Digital Strategy Plan’
Guideline, Marking Criteria & Rubric
Weighting: 40% (20% Individual Plan & 20% group Presentation/ Pitch)
In this assessment task, students are required to creatively use their accumulated knowledge and skills
to create a Digital Marketing Strategic Plan. Students will need to work in a group of 3-4 students to
develop a digital marketing strategic plan for an imaginary firm in a given industry (e.g.Food industry,
Fashion industry, Entertainment industry, Hospitality industry, Financial Service industry, Healthcare
industry, etc).
1. Individual Plan: each student is required to write a 1, XXXXXXXXXX%) word plan proposing
appropriate/ innovative strategies, and creative ideas for their group Digital Marketing Strategic
Plan. Students must submit their Individual Plan to Turnitin on iLearn by the due date:
11:59PM, Monday of week 7.
Late penalty: For Individual Plan there will be a deduction of 10% of the total available marks
made from the total awarded mark for each 24 hour period or part thereof that the submission is
late (for example, 25 hours late in submission - 20% penalty). This penalty does not apply for cases
in which an application for Special Consideration is made and approved.
Note: applications for Special Consideration Policy must be made within 5 (five) business days of
the due date and time.
2. Group Presentation & Pitch: Each group should integrate the best ideas, and strategies proposed by
each member in their Individual Plan to develop the group’s final Digital Marketing Strategic Plan, and
present & pitch it to the class and a panel of digital experts.
For this assessment task, each group needs to create a 10-15 minutes video presentation
presenting their strategic plan, and post the video link on iLearn by the due date: 9:00AM,
Monday of Week 12.
In week 12/ 13 class, each group will be given 5-7 minutes to pitch their Digital Marketing Plan,
plus 10 minutes to answer the questions posed by the audience and the panel.
o The group which delivers the best plan & pitch has an opportunity to be awarded a
certificate from Department of Marketing, Macquarie Business School. The top
performing group(s) will be selected based on the panel’s votes.
MACQUARIE
BUSINESS SCHOOL
o Digital Strategy Pitch will be delivered in week 12/ 13. All group members must attend and
present for their group video presentation & pitch. Individuals who fail to attend and present
will receive 0 marks.
o All students are expected to attend at least 11 out of 13 sessions, and not missing
week 12 & 13 for group pitch and Q&A sessions.
o Every group member must sign a group contract by week 2, indicating the presentation
section and part for which they are responsible.
o Every group member must complete a peer evaluation form for each member of the
group indicating their level of contribution to the overall group work. Lecturer will review all
peer evaluations and will have the authority to mark down any student found not to be
actively participating.
Digital
Marketing
Strategic
Plan:
(40 marks)
Individual
Plan
(20 marks)
Word limit: 1, XXXXXXXXXX%) excluding title page, headings,
reference list, tables & figures.
Due: 11:59 PM, Monday of week 7 (Turnitin
submission on iLearn)
Full Harvard referencing required (both in-text citations,
and reference list)
Group
Presentation/
Pitch
(20 marks)
o Video Presentation: 10-15 minutes per group:
The link to your video presentation needs to be
provided on iLearn by Monday of week 12,
11:59PM.
o Electronic version of NO MORE than 20 power
point slides (18 content + 1 title page +1
reference list) to be uploaded to iLearn by
Monday of week 12, 11:59PM.
o Each group need to be prepared for a 5-7
minutes in-class pitch and a 10-minute Q&A
session in week 12/ 13.
Full Harvard referencing required (both in-text citations,
and reference list)
Assessment Guideline | Individual Plan & Group Presentation/Pitch:
Introduction
&
Background
(3 marks)
1.1 Explain how digital marketing has transformed marketing practices in your given industry.
1.2 Identify some of the common organisational challenges of digital marketing that need to
be managed in the context of the 7Ss framework.
Tip 1: refer to Table 1.3.
Opportunity:
Defining the
Online
Opportunity
(4 marks)
2.1 Referring to the 5Ss of digital marketing (Table 1.2), set digital marketing objectives
informed by business objectives (refer to Weeks 4 & 8).
2.2 How would you assess the online marketplace?
Tip 2: Situation analysis review of the micro-environment and the broader macroenvironment that influences strategy, such as legal requirements and technology
innovation (refer to Weeks 2, 3 & 4).
2.3 Outline the customer lifecycle marketing touchpoints for your firm and identify the
appropriate options for reaching and targeting your audiences.
Tip 3: refer to Figure 1.1: Customer lifecycle marketing touchpoints for a retailer.
Strategy:
Selecting the
Strategic
Approach
(8 marks)
3.1 Define appropriate digital marketing strategies to achieve the objectives set at stage 2.1
(Week 4).
3.2 Define your online value proposition (OVP) (Weeks 4 to 7).
3.3 Describe your segmentation and target marketing strategies.
3.4 How your marketing mix (7Ps) can be improved online? (Weeks 5).
3.5 Define your digital communication mix (Weeks 4, 8 & 9).
• Select the appropriate online communications tools to generate leads and sales.
• Develop new outbound communications to support customers through their
relationship with the firm.
Action:
Delivering
Results
Online
(5 marks)
4.1 Describe the implementation strategies for your digital marketing plan:
• How would you implement customer experience (CX) via website, mobile apps,
email marketing communications etc to deliver targeted, personalised value? (Weeks
6 & 7)
4.2 Explain the monitoring, evaluation and improvement of online activities strategies: how do
you measure and improve the effectiveness of digital marketing? (Week 9).
For group presentation: Each group needs to develop a website to showcase
some of the suggested creative ideas, digital and communication strategies.
Marking Rubric | Individual Plan & Group Presentation/Pitch:
Not Attempted
(0)
FAIL (0-49) –
Unsatisfactory
performance
PASS (50-64) –
Basic performance
CREDIT (65-74) –
Good performance
DISTINCTION (75-84) –
Superior performance
HIGH DISTINCTION XXXXXXXXXX) -
Outstanding performance
Introduction &
Background
(15% marks)
Not attempted or
entirely or
significantly
plagiarized from
other
sources.
Limited discussion of the
digital marketing
transformation,
No application of 7Ss
framework,
No support
Some discussion of the digital
marketing transformation,
Limited application of 7Ss
framework,
Limited discussion of customer
lifecycle touchpoints,
Limited support
Good discussion of the digital
marketing transformation,
Some application of 7Ss
framework,
Some support
Great discussion of the digital
marketing transformation,
Good application of 7Ss
framework,
Great support through citing
credible sources
Comprehensive discussion of the
digital marketing transformation,
Great application of 7Ss framework,
Excellent support through
incorporation of high-quality sources
Opportunity:
Defining the
Online
Opportunity
(20% marks)
Not attempted or
entirely or
significantly
plagiarized from
other
sources.
Fails to propose appropriate
objectives,
No assessment of online
market place,
No discussion of customer
lifecycle touchpoints,
No link to digital marketing
theories/ concepts
Objectives seem appropriate to
some extent,
Limited assessment of online
market place,
Limited discussion of customer
lifecycle touchpoints,
Limited link to digital marketing
theories/ concepts,
Limited justification
Objectives seem appropriate,
Some assessment of online
market place,
Some discussion of customer
lifecycle touchpoints,
Good links to digital marketing
theories/ concepts,
Good justification
Well-defined objectives,
Good assessment of online
market place,
Good discussion of customer
lifecycle touchpoints,
Good application of digital
marketing theories/ concepts,
Great justification through citing
multiple credible sources
Well-defined & well-justified
objectives,
Great assessment of online market
place,
Great discussion of customer
lifecycle touchpoints,
Advanced application of multiple
digital marketing theories/ concepts,
Excellent justification through
incorporation of high-quality sources
Strategy:
Selecting the
strategic
Approach
(40% marks)
Not attempted or
entirely or
significantly
plagiarized from
other
sources.
Fails to propose effective
digital marketing strategies,
No application of 5Ss of
digital marketing,
No definition of Customer
Value Proposition,
No i/ very limited inclusion of
digital marketing &
communication mix,
No link to digital marketing
theories/ concepts
Digital marketing strategies seem
effective to some extent,
Limited application of 5Ss of
digital marketing,
Limited definition of Customer
Value Proposition,
Limited inclusion of digital
marketing & communication mix,
Some links to digital marketing
theories/ concepts,
Limited justification
Digital marketing strategies
seem effective,
Some application of 5Ss of
digital marketing,
Some definition of Customer
value proposition,
Some inclusion of digital
marketing & communication
mix,
Good links to digital marketing
theories/ concepts,
Good justification
Effective and well-justified digital
marketing strategies,
Good application of 5Ss of digital
marketing,
Good definition of Customer
value proposition,
Good inclusion of digital
communication mix,
Good application of digital
marketing theories/ concepts,
Great justification through citing
multiple credible sources
Innovative digital marketing
strategies,
Great application of 5Ss of digital
marketing,
Great definition of Customer value
proposition,
Great inclusion of digital marketing &
communication mix,
Advanced application of multiple
digital marketing theories/ concepts,
Excellent justification through
incorporation of high-quality sources
Action:
Delivering Results
Online
(25% marks)
Not attempted or
entirely or
significantly
plagiarized from
other
sources.
Limited discussion of
Customer Experience
implementation & digital
marketing communications
execution,
No/ very limited discussion
of Customer profiling &
monitoring,
No link to digital marketing
theories/ concepts
Some discussion of Customer
Experience implementation &
digital marketing communications
execution,
Limited discussion of Customer
profiling & monitoring,
Some link to digital marketing
theories/ concepts,
Limited justification
Good discussion of Customer
Experience implementation &
digital marketing
communications execution,
Some discussion of Customer
profiling & monitoring,
Good link to digital marketing
theories/ concepts,
Good justification
Great discussion of Customer
Experience implementation &
digital marketing communications
execution,
Good discussion of Customer
profiling & monitoring,
Good application of digital
marketing theories/ concepts,
Great justification and support
through citing multiple credible
sources
Comprehensive discussion of
Customer Experience implementation
& digital marketing communications
execution,
Great discussion of Customer
profiling & monitoring,
Advanced application of multiple
digital marketing theories/ concepts,
Outstanding support & justification
through incorporation of high-quality
sources
MKTG8004 GROUP CONTRACT
Group Name: _________________________
Group Topic: _________________________
Enrolment NAME: Preferred NAME:
Student ID: EMAIL:
RESPONSIBILITY:
Enrolment NAME: Preferred NAME:
Student ID: EMAIL:
RESPONSIBILITY:
Enrolment NAME: Preferred NAME:
Student ID: EMAIL:
RESPONSIBILITY:
Enrolment NAME: Preferred NAME:
Student ID: EMAIL:
RESPONSIBILITY:
MKTG8004 Digital Marketing Strategy
PEER GROUP EVALUATION
Class DAY & TIME:____________________________________
Group Name: ________________________
TOPIC: ______________________________________
Please evaluate each group member on their contribution to the group work.
Member 1: YOUR OWN NAME:
Attended Meetings: NONE FEW SOME MOST. ALL
Quality of Work: POOR XXXXXXXXXXEXCELLENT
Equal Contribution: AGREE or DISAGREE
ADDITIONAL COMMENTS:
Member 2: NAME:
Attended Meetings: NONE FEW SOME MOST ALL
Quality of Work: POOR XXXXXXXXXXEXCELLENT
Equal Contribution: AGREE or DISAGREE
ADDITIONAL COMMENTS:
Member 3: NAME:
Attended Meetings: NONE FEW SOME MOST ALL
Quality of Work: POOR XXXXXXXXXXEXCELLENT
Equal Contribution: AGREE or DISAGREE
ADDITIONAL COMMENTS:
Member 4: NAME:
Attended Meetings: NONE FEW SOME MOST ALL
Quality of Work: POOR XXXXXXXXXXEXCELLENT
Equal Contribution: AGREE or DISAGREE
ADDITIONAL COMMENTS: