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 2 Information Subject Code: MKT302 Subject Name: Digital Marketing Assessment Title: Digital Marketing Strategy Assessment Type: Length: Individual, Slide Deck Maximum of 10 slides Weighting: 40% Total Marks: Submission: 100 Online Due Date: Week 9 Your task You are to create a 10-page digital marketing strategy slide deck with accompanying notes for the brand that you selected for your first assessment. This assessment builds on assessment 1 and considers the strategy required by a brand of your choice to create a successful digital marketing presence. Assessment Description In this individual assessment, students will be given an opportunity to analyse and evaluate digital marketing strategies in comparison to traditional marketing strategies further by developing, planning and proposing targeted marketing solutions using a mix of digital and traditional marketing methods. The students will be required to demonstrate their ability to acquire the knowledge to predict future trends in Australia’s digital marketplace. Assessment Instructions You are to create a 10 PowerPoint slide deck with accompanying notes that discusses a new digital marketing strategy for the brand that you selected for Assessment 1. Within your strategy, you will need to consider how the traditional channels the brand uses can integrate with digital channels and the broader implications of your strategy on the marketing mix. In preparing the slide deck, you must address the following requirements: • A concise summary of the digital marketing audit that you have completed in the first assessment. • A set of new digital marketing strategy recommendations that are SMART. • An action plan on how to implement the new digital marketing strategy (digital marketing tools, budget and phasing). Please ensure that you put in suitable images to support your slide deck. You are required to have at least 8 sources of information and reference these in accordance with Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your slide deck. 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 assessment must be submitted as a ‘PDF’ file to avoid any technical issues that may occur from incorrect file format upload. If you are unsure how to do this, please watch the following video: https://www.youtube.com/watch?v=3ql4vbfbv-A or contact your subject coordinator to seek further guidance. 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/. Slide Limits for Written Assessments Submissions that exceed the slide limit 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 2 Marking Rubric – Digital Marketing Strategy 40% Marking Criteria (__/100) F (Fail) 0-49% P (Pass) 50-64% C (Credit) 65-74% D (Distinction) 75-84% HD (High Distinction) 85-100% Summary of Digital Marketing Audit __/10 marks Your summary of Digital Marketing Audit is vague and/or irrelevant and/or has major errors. You have provided a somewhat clear summary of the Digital Marketing Audit that has major errors in highlighting key analysis and improvements. You have provided a mostly clear summary of the Digital Marketing Audit that has minor errors in highlighting key analysis and improvements. You have provided a detailed summary of the Digital Marketing Audit that is free from errors highlighting key analysis and improvements. You have provided an excellent and comprehensive summary of the Digital Marketing Audit that is free from errors highlighting key analysis and improvements. New digital marketing strategy __/30 marks You have identified a superficial set of digital marketing strategy recommendations that do not improve conditions for the brand. You have provided a somewhat SMART and researched set of digital marketing strategy, further link to the insights from the current digital marketing strategy is needed. You have provided a mostly SMART and researched set of digital marketing strategy that draws insights from the current digital marketing strategy by enhancing the goals of the brand. You have provided SMART and researched set of digital marketing strategy that draws insights from the current digital marketing strategy by enhancing the goals of the brand. You have provided a wellthroughout, SMART and researched set of digital marketing strategy that draws insights from the current digital marketing strategy by enhancing the goals of the brand. Implementation plan of the new strategy __/30 marks Your implementation plan is vague and/or does not link to the set of new digital marketing strategy recommendations effectively. You have created a somewhat clear implementation plan that is realistic and achievable by considering budget and phasing. You have created a mostly clear implementation plan that is realistic and achievable by considering budget and phasing. You have created a detailed implementation plan that is realistic and achievable by considering budget and phasing. You have created a comprehensive and well thought out implementation plan that is realistic and achievable by considering an accurate budget and phasing. 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. Format __/10 marks The format chosen for your slide deck lacks thought and consideration for the intended audience. The format chosen for your slide deck is satisfactory, but major improvements would enhance its effectiveness. The format chosen for your slide deck is appropriate, but quite a few improvements would be needed for a professional audience. Your slide deck is professionally presented and has been submitted in a format that, with some tweaks, could be suitable for a professional audience. Your slide deck is professionally presented and has been submitted in an entirely appropriate format. 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.