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...

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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 brand that you focused on in assessment 1 you are to design a digital marketing strategy for the brand. Major requirements: • Explain why the brand has been unsuccessful in their digital marketing strategy. • Identify and describe the target customer the brand is trying to appeal to. Why does the brand 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 incorrect 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 brief description of the issue and a screen shot 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 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 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 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/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/current- 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 representative 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/current-students/student-policies/ http://www.kbs.edu.au/current-students/student-policies/ Assessment Report Marking Rubrics 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 relevant digital assets used in the strategy. Vague marketing challenge identified. Justification for digital integration / transformation briefly 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 research used; Some research dated. Met minimum standards, Good theory and research used. Current. Could have had more in-depth research. Very good and in-depth theory and research used; current and thorough. Excellent and current theory and research used; Depth of research exceeded expectations Conclusions and Recommendations (30%) Conclusions and recommendations were not addressed / included. Conclusions and recommendations were vague. Conclusions and recommendations were addressed. Very good conclusions and recommendations 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 errors. 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 errors. Acknowledged few sources in text and reference list. Few citations and references follow the Harvard style. KBS guidelines rarely adhered to. The academic writing style is clear; good flow, some structure issues. Some spelling or grammatical errors. 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 errors. Acknowledged most sources in text and reference list. Most citations and references 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 errors. 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 preferred 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 brand 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