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 86 098 181 947 is a registered 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: Individual, 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 brand that actively uses several digital channels. Please note that your workshop facilitator will provide you with a selection of brands to choose from and that this assessment will serve the basis for your work in the second assessment in this subject. Assessment Description In this individual assessment, students will be given an opportunity to analyse and evaluate digital 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 the brand that you would like to analyse based on the list of brands that your workshop facilitator has shown you. Please consult your workshop facilitator if you are unsure as to which brand 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. In preparing the audit, you should include three distinct sections: Section 1 – The need for digital marketing • A succinct description of the brand (name, ownership, location/s, what do they sell? who do they target?). • Identification of the purpose of digital marketing for the brand (for example, the sale of products, lead generation, brand 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 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. 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: • Current use • What is being done well? Why do you think about this? • Recommendations: What could be improved? Why do you think about this? • A rating out of 5 in terms of how effective you think the brand 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 brand 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 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Submission This file must be submitted as a ‘Word’ file to avoid any technical issues that may occur from incorrect 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 brief description of the problem and a screenshot of the Turnitin error 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 10 - 14 days 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 the 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/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 86 098 181 947 is a registered 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/current-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 resources on the MyKBS Academic Success Centre page. Click here for this 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 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. MKT302 Assessment 1 Marking Rubric – Digital Marketing Audit 30% Marking Criteria (__/100) 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 basic details of the brand and/or you have provided a no identification of the purpose of digital marketing and/or a nonexistent or incomplete/ irrelevant list of marketing tools. You have produced a somewhat clear analysis n of the brand by stating vague digital marketing purpose that is partially complemented with a list of marketing tools. You have produced a mostly clear analysis of the brand by stating digital marketing purpose that is mostly complemented with a list of marketing tools. You have produced a clear analysis of the brand by stating digital marketing purpose that is complimented with a complete list of marketing tools. You have produced an excellent analysis of the brand by stating well-thought-out digital marketing purpose that is complimented with a complete list of marketing tools. Analysis of digital marketing tools __/25 marks Your analysis lacks depth and/or there is a lack of understanding of the current use of digital marketing tools. You have provided a somewhat clear description and analysis of the digital marketing tools used by the brand. You have provided a mostly clear description and analysis of the digital marketing tools used by the brand. You have provided a detailed description and analysis of the digital marketing tools used by the brand. You have provided a comprehensive description and analysis of the digital marketing tools used by the brand. Recommendations __/20 marks Your recommendations are not relevant or accurate based on your analysis, with no supporting evidence. Your recommendations are somewhat suitable and evidence-based. Your recommendations are mostly suitable and evidencebased. Your recommendations are suitable and evidencebased. Your recommendations are realistic, suitable, and evidencebased. Spelling and Grammar __/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your analysis. Though there are some errors in grammar and spelling, these do not detract from the readability and flow of your analysis. Mostly correct grammar and spelling but any errors do not impact on the readability and flow of your analysis. Errors in grammar and spelling are rare, which enhances the readability and flow of your analysis. Perfect grammar and spelling throughout, which enhances the readability and flow of your analysis. Audit Format __/10 marks The format chosen for your audit is inappropriate and/or lacks thought and consideration for the intended audience. The format chosen for your audit is appropriate, but further attention to detail and/or use of professional language would improve its presentation. The format chosen for your audit is appropriate, but minor changes and more consistent use of formal language would enhance its presentation. Your audit is professionally presented with the consistent use of formal language – it has been submitted in the appropriate format. Your audit is professionally presented with the consistent use of formal language - it exceeds expectations for what is suitable for a business environment. In-text Citations and Referencing __/10 marks Neither in-text referencing and reference list adhere to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors. Feedback and Grades will be released via MyKBS.