MKT302_T1_2020_Assessment_01_v1
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN XXXXXXXXXXis a
egistered higher education provider CRICOS Provider Code 02426B.
Assessment 1 Information
Subject Code: MKT302
Subject Name: Digital Marketing
Assessment Title: Digital Marketing Audit
Assessment Type:
Length:
Written Analysis
1500 words (+/- 10% allowable range)
Weighting: 30%
Total Marks:
Submission:
100
Online
Due Date: Week 6
Your task
Individually, you are required to undertake a digital marketing audit of a
and of your choice that actively
uses several digital channels. Please note that this assessment will serve the basis for your work in the
second assessment in this subject. Market leaders such as Apple, Google, Disney or Nike, are not to
e selected.
Assessment Description
In this individual assessment, you will be given an opportunity to analyse and evaluate digital marketing
strategies in comparison to traditional marketing strategies. Upon completing this assessment, you
should have a sound understanding of the technical and theoretical knowledge of digital marketing
concepts, strategies and applications.
Assessment Instructions
Before you start working on this assessment, conduct preliminary web research of a
and that you would
like to analyse. In making your choice, you should focus on a
and that uses at least four different
types of digital marketing tools. Please consult your workshop facilitator if you are unsure as to which
and you should choose.
Once you made your choice, you are required to write a 1500 word Digital Marketing Audit. An essential
tool used to assess efficiency and effectiveness of digital marketing tools. Marketing agencies or in-house
teams typically undertake such an audit. The digital marketing tools you are to consider for this
assessment are social media marketing, email marketing, website design, search engine optimisation
and search engine marketing. You should also explore digital ethics and emerging digital channels.
In preparing the audit, you should include three distinct sections:
Section 1 – The need for digital marketing
• A succinct description of the
and (name, ownership, location/s, what do they sell? who do
they target?).
• Identification of the purpose of digital marketing for the
and (for example, the sale of
products, lead generation,
and awareness).
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN XXXXXXXXXXis a
egistered higher education provider CRICOS Provider Code 02426B.
• A list of the traditional marketing tools they use.
Section 2 – Analysis of digital tools
In the audit, you should have sections for the following tools:
• Social Media Marketing,
• Email marketing,
• Website design,
• Search engine optimisation
• Search engine marketing
• Digital Ethics
• Emerging digital channels
These topics are covered in weeks 2 to 5.
For each channel, you should discuss:
• Cu
ent use
• What is being done well? Why do you think about this?
• Recommendations: What could be improved? Why do you think about this?
• A score out of 5 in terms of how effective you think the
and is using the tool
Appendix
You must include photos or screenshots with links to the digital marketing tools analysed – failure to
include this section may result in questions over the academic integrity of your report.
If the
and is not using some of these digital marketing tools, you are required to note that they are
not being used by explaining the reasons why you believe this is the case and whether they should
undertake this tool.
You are required to use at least 6 sources of information and reference these in accordance
with Kaplan Harvard Referencing Style. These may include websites, government publications,
industry reports, journal articles, and newspaper articles. These references should be presented as
a reference list at the end of your report.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN XXXXXXXXXXis a
egistered higher education provider CRICOS Provider Code 02426B.
Assignment Submission
This file must be submitted as a ‘Word’ file 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 an issue with the submitted file. In this case, you must contact your workshop
facilitator via email and provide a
ief description of the issue and a screenshot 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 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
eturned to students
*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to
e one day late and therefore subject to the associated penalty
For more information, please read the full policy via https:
www.kbs.edu.au/about-us/school-policies
https:
www.kbs.edu.au/about-us/school-policies
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN XXXXXXXXXXis a
egistered higher education provider CRICOS Provider Code 02426B.
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.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http:
www.kbs.edu.au/cu
ent-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit 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 Learning Advisor or refer to the
esources on the MyKBS Academic Success Centre page. Click here for this information.
http:
www.kbs.edu.au/cu
ent-students/student-policies
https:
elearning.kbs.edu.au/course/view.php?id=1481
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
eproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
XXXXXXXXXXis a registered higher education provider CRICOS Provider Code 02426B.
MKT302 Assessment 1 Marking Ru
ic – Digital Marketing Audit 30%
Marking
Criteria
F (Fail)
0-49%
P (Pass)
50-64%
C (Credit)
65-74%
D (Distinction)
75-84%
HD (High Distinction)
85-100%
The need for digital
marketing
__/25 marks
You have demonstrated a
lack of understanding of the
asic details of the
and
and/or you have provided a
no identification of the
purpose of digital marketing
and/or a non-existent or
incomplete/ i
elevant list of
marketing tools.
You have produced a
somewhat clear description of
the
and by stating vague
digital marketing purpose that
is partially complemented with
a list of marketing tools.
You have produced a mostly
clear description of the
and by
stating digital marketing