Digital Marketing Communications

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Executive Summary

This report presents a digital marketing communications plan for Müller UK & Ireland, a private company that spacialises in the processing and marketing of dairy products. With the increasing competition in the UK dairy market, the company needs to exploit the opportunity of the increasing digitisation in the country, as reflected by the increasing internet access through smartphones. Among the key digital marketing communications platforms that were identified to be vital for the company include its website, Facebook, and a blog. Although the company has an existing website, this report presents some suggestions on how the content and interface usability of the website can be improved. Moreover, recommendations on the introduction of company blog and improvement of the Facebook interactivity to enhance user experiences are also presented in this report.

Category:

Description

ASSESSMENT BRIEF

Subject Code and Title MKG203: Digital Marketing Communications
Assessment Blog Activity
Individual/Group Individual
Length 1200 words (+/- 10%)
Learning Outcomes a) Define digital marketing communications (DMC) and its

role in marketing strategy.
b) Demonstrate an understanding of the DMC environment
and apply it to marketing planning.
c) Identify the DMC mix and its application in marketing
management and planning.

Submission By 11:55pm AEST/AEDT Sunday of Module 2 (week 4)
Weighting 25%
Total Marks 100 marks

Context:
In this assessment you are required to read from a range of digital marketing blogs, videos, articles
or industry reports and create and write an online blog of your own reflections on current digital
marketing practice.
To get insight into blog writing you can read a number of digital marketing blog posts. Here are three
examples of blogs as a starting point: Smart Insights http://www.smartinsights.com/blog/ ,
Mashable: http://mashable.com/social-media/ , Digital Ministry:
http://digitalministry.com/AU/home (NB: You can also research digital marketing blog (s) in an
industry that you may be interested in.)
Instructions:
You are required to create a professional online blog (using blog software of your choice e.g.,
https://www.tumblr.com , https://wordpress.com , https://www.blogger.com etc.,). You are
required to set up one (1) blog and submit three (3) posts to it reflecting on current issues and
practises in digital marketing.
The online blog URL needs to be pasted into a word document, along with the three posts and the
references used and uploaded as a submission to Blackboard. Please note that while the online blog
is what will be assessed you are still required to upload this word document with references as a
university copy.

MKG203_Assessment 1_Blog_Module 2 Page 2 of 5
For the blog posts, you are encouraged to use hyperlinks when referencing online sources as well as
in-text referencing of other sources. All images or figures /tables used in the blog should be
referenced.
you can use a creative blog writing style and presentation style congruent with the professional
blogs you are reading online. For example, when referring to a statistic /quote hyperlinking to the
source; when referring to an important video, embedding it into the blog; including images to
support the text; completing the basic details the blog platform offers including a title for the blog,
header image, completing the about us section briefly.
This is not an academic paper as such, but you do need to validate your insights with support from
other references or sources. As a guide, each blog should draw on at least three independent
reference sources.
As a guide, each blog should be approximately 400 words in length.
For additional support on the above please consult the learning facilitator.
Submission Instructions:
Submit a word or PDF document to Blackboard. The Learning Facilitator will provide feedback via
the Grade Centre in Blackboard. Feedback can be viewed in My Grades.
Be sure to include a clear link to your online blog on the front cover of your submission as the
facilitator will be assessing your submission from the online blog address.

MKG203_Assessment1_Blog_Module 2 Page 3 of 5
Learning Rubric: Assessment 1: Blog Activity
Assessment
Attributes

Fail (Unacceptable)
(0-49)

Pass
(Functional)
(50-64)

Credit
(Proficient)
(65-74)

Distinction
(Advanced)
(75-84)

High Distinction
(Exceptional)
(85-100)

Grade
Description
(Grading Scheme)

Fail grade will be
awarded if a student is
unable to demonstrate
satisfactory academic
performance in the
subject or has failed to
complete required
assessment points in
accordance with the
subject’s required
assessment points.

Pass is awarded for work
showing a satisfactory
achievement of all learning
outcomes and an adequate
understanding of theory and
application of skills. A
consistent academic
referencing system is used
and sources are
appropriately
acknowledged.

Credit is awarded for
work showing a more
than satisfactory
achievement of all
learning outcomes
and a more than
adequate
understanding of
theory and
application of skills. A
consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

Distinction is awarded
for work of superior
quality in achieving all
learning outcomes and
a superior integration
and understanding of
theory and application

of skills. Evidence of in-
depth research,

reading, analysis and
evaluation is
demonstrated. A
consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

High Distinction is
awarded for work of
outstanding quality in
achieving all learning
outcomes together
with outstanding
integration and
understanding of
theory and application
of skills. Evidence of in‐
depth research,
reading, analysis,
original and creative
thought is
demonstrated. A
consistent academic
referencing system is
used and sources are
appropriately
acknowledged.

Blog Content
Submitted three posts
to an online blog
platform. Completed all
basic sections required
of the blog platform.
Demonstrated an
understanding of

Minimal or no effort
setting up the online
blog presence. Basic
sections not completed.
Limited understanding
of current digital
marketing trends and

Satisfactory effort setting
up the online blog
presence. All basic sections
may not be completed.
Satisfactory understanding
of current digital marketing
trends and issues.

Good effort setting
up the online blog
presence. All basic
sections completed.
Satisfactory
understanding of
current digital

Very good effort setting
up the online blog
presence. All basic
sections completed to a
professional standard.
Very good
understanding of

Excellent effort setting
up the online blog
presence. All basic
sections completed to
an industry standard.
Excellent
understanding of

MKG203_Assessment1_Blog_Module 2 Page 4 of 5
current digital
marketing
communication trends
and issues.

30%

issues. marketing trends
and issues.

current digital marketing
trends and issues.

current digital
marketing trends and
issues.

Research and Analysis
Insightful
commentary,
originality and
creativity in
presenting the ideas.
Blogs presented ideas
that were validated
from key sources and
research.
Demonstrated
research effort behind
each topic.
40 %

Little or no insightful
commentary. Lacked
originality and creativity
in approach. Blogs
presented ideas that
were not validated from
key sources and
research. Little or no
research effort behind
each topic.

Some insightful
commentary. Some
originality and creativity in
approach. Blogs presented
ideas that were validated
from a limited number of
sources and research.
Minimal research effort
behind each topic.

Good insightful
commentary. Good
originality and
creativity in
approach. Blogs
presented ideas
that were validated
from a variety of
quality sources and
research. Good
research effort
behind each topic.

Insightful commentary.
Very good originality
and creativity in
approach. Blogs
presented ideas that
were validated from a
wide variety of quality
sources and research.
Very good research
effort behind each topic.

Excellent, insightful
commentary.
Excellent originality
and creativity in
approach. Blogs
presented ideas that
were validated from a
wide variety of quality
sources and research.
Excellent research
effort behind each
topic.

Presentation and
referencing
Appropriate (length &
content). Professional
standard of writing
style, grammar, spelling
and editing.
Professional blog
presentation following
submission instructions

Unprofessional writing
standard.
Major spelling and
grammatical errors
throughout the
submission.
Major inconsistencies
with submission

Writing standard
satisfactory.
Minor spelling and
grammatical errors
throughout the
submission.
Minor inconsistencies
with submission

Good writing
standard.
Few spelling and
grammatical errors
throughout the
submission.
Few or no
inconsistencies

Writing standard very
good.
No spelling and
grammatical errors
throughout the
submission.
No inconsistencies with
submission

Information provided
and writing level
excellent.
No spelling and
grammatical errors
throughout the
submission.
No inconsistencies

MKG203_Assessment1_Blog_Module 2 Page 5 of 5
and technical
specifications.
Correctly referenced.

30%

instructions.
Limited or no in-text
referencing.
Overall report
presentation poor.
Few or no references
used.

instructions.
Limited in-text
referencing.
Overall report
presentation adequate.
Limited references used.

with submission
instructions.
Good in-text
referencing.
Good overall
report
presentation.
Good variety of
references used.

instructions.
Very good in-text
referencing and
support from academic
sources.
Overall report
presentation very
good.
Wide variety of quality
references used.

with submission
instructions.
Excellent in-text
referencing and
support from
references.
Overall report
presentation
excellent. Excellent
variety of quality
references used.