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.

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Description

ASSESSMENT BRIEF
Subject Code and Title MKG203: Digital Marketing Communications
Assessment Individual DMC Plan
Individual/Group Individual
Length 2000 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.
d) Describe the role of data and personalisation when
developing DMC.
Submission By 11:55pm AEST/AEDT Sunday of Module 6 (week 11)
Weighting 45%
Total Marks 100 marks
Context:
In this assessment you will develop a ‘real life’ digital marketing communications (DMC) plan for an
organisation. Imagine you are a DMC consultant for this organisation. You will choose an
organisation and develop a plan for it, engaging concepts and strategies explored in the subject. The
idea here is to critically analyse the current DMC approach of the organisation in relation to the
marketing environment it operates in, and identify DMC strategies you think would improve its
performance, supporting this with DMC concepts from the course and current literature in the field
(e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports
etc.,). The key here is to provide justification to strategy development.
Instructions:
Your task for this assessment is to prepare a report providing:
1. Title page, table of contents, executive summary
2. A report introduction
3. A brief company introduction, competitive and SWOT analysis.
4. A brief summary of the company’s target marketing, positioning and branding from a digital
/online perspective. You should provide any recommendations for these strategies.
5. DMC Objectives
MKG203_Assessment3-DMCPlan Page 2 of 7
6. DMC Mix plan. This is where you present your recommendations substantiated by research
/course work engagement and reference to best practice.
7. Monitoring and control. How will you measure the performance of your strategies.
8. Conclusion
9. Appendix. In the appendix you are to select two (2) of the following practical tasks to
complete and include in the appendix:
 A website redesign. This can be done using a mock design of the home page and a
website hierarchy diagram. Alternatively, you could take a screen shot of the
existing web page and annotate your changes on of the relevant pages.
 Complete a sample blog post for the company.
 Design a Google AdWords advertisement and a brief overview (which can be
described or presented visually of the landing page)
 Design a Facebook advertising campaign e.g., a sponsored post or advertisement.
Explain the target market, the rationale of the advertisement and the goal of the
campaign in terms of where the prospects end up and what you want them to do.
 Design a YouTube strategy presenting recommendations for a YouTube Channel and
a brief synopsis of a key YouTube video.
 Design and present a monthly company email newsletter.
Submission Instructions:
 The presentation recommended for this Assessment is REPORT FORMAT.
 Student Identifier (Name and Number) should be included on the title page and
page numbers should appear on each page of the document.
 The assessmentshould be submitted in a form and format that would be acceptable in
the business world. All work must be word-processed, spell checked, grammatically
acceptable, and professional in appearance.
 Should not be written from a 1st person context, butrather from the 3
rd person
perspective.
That is, “I, we, my, our” are not acceptable;
 All claims and recommendations are to be supported by suitable and relevant
marketing and/or theoretical principles;
 Should include a correctly constructed reference list and accompanying in-text citations as
per University guidelines (APA Referencing).
 Can use any combination of narrative, point form, diagrams, graphs, tables or images
to increase the “readability” of the submission.
Submit one 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.
MKG203_Assessment3-DMCPlan Page 3 of 7
Learning Rubric: Assessment 3: Individual DMC Plan
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 indepth 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.
Introduction
Report purpose
established company
overview
Competitive analysis
Brief summary of key
competitors
No clear report purpose
established. Limited or
no company overviews
provided.
Little or no understanding
of current digital
marketing
Clear report purpose
established. Introduction
completed satisfactorily.
Satisfactory company
overviews provided.
Satisfactory understanding of
current digital marketing
Good clear report
purpose established.
Good introduction
with industry
contextualisation
established. Good
company overviews
provided.
Very good clear report
purpose established.
Very good introduction
with industry
contextualisation
established. Very good
company overviews
provided.
Very good clear report
purpose established.
Excellent introduction
with excellent industry
contextualisation
established. Excellent
good company
overviews provided
MKG203_Assessment3-DMCPlan Page 4 of 7
SWOT analysis
Demonstrated an
understanding of
current digital
marketing
communication trends
through a referenced
SWOT analysis.
15 %
communication trends.
Little or no referencing
for the SWOT analysis.
communication trends.
Satisfactory referencing for
the SWOT analysis and some
strengths and weaknesses
identified.
Good understanding
of current digital
marketing
communication
trends. Good
referencing for the
SWOT analysis and
good list of strengths
and weaknesses
identified.
Very good understanding
of current digital
marketing communication
trends. Very good
referencing for the SWOT
analysis from a wide
range of quality sources
and a very good list of
strengths and weaknesses
identified.
Excellent understanding
of current digital
marketing
communication trends.
Excellent referencing
for the industry
opportunities and
threats analysis from a
wide range of quality
sources and a very good
list of strengths and
weaknesses identified.
Objectives, Targeting,
branding Positioning
Provided a brief
summary of the DMC
objectives, target
marketing, positioning
and branding from a
digital /online
perspective and any
recommendations
10 %
Little or no summary
provided of objectives,
target marketing,
positioning and branding
from a digital /online
perspective.
Satisfactory summary
provided of objectives, target
marketing, positioning and
branding from a digital
/online perspective. Some
SMART objectives offered.
Good summary
provided of
objectives, target
marketing,
positioning and
branding from a
digital /online
perspective. Some
good SMART
objectives offered
and some good
recommendations
identified.
Very good summary
provided of objectives,
target marketing,
positioning and branding
from a digital /online
perspective. Some good
SMART objectives offered
and some very good
recommendations
identified.
Excellent summary
provided of objectives,
target marketing,
positioning and
branding from a digital
/online perspective.
Some good SMART
objectives offered and
some very good
recommendations
identified.
MKG203_Assessment3-DMCPlan Page 5 of 7
DMC Mix Analysis
Demonstrated an
ability to develop DMC
strategies by that
reflect an
understanding of the
current DMC
marketing
environment and
applying research and
coursework concepts
to substantiate ideas.
Provided monitoring
and control measures
for strategies
35 %
Little or no DMC
strategies developed
and minimal application
to research and
coursework concepts to
substantiate ideas.
No monitoring or
control measures
presented.
Satisfactory range of DMC
strategies developed and
some application to
research and coursework
concepts to substantiate
ideas.
Adequate monitoring or
control measures
presented.
Good range of DMC
strategies developed
and good
application to
research and
coursework
concepts to
substantiate ideas.
Good monitoring or
control measures
presented.
Very good range of DMC
strategies developed and
very good application to
research and coursework
concepts to substantiate
ideas.
Very good monitoring or
control measures
presented.
Excellent range of
DMC strategies
developed and
outstanding
application to research
and coursework
concepts to
substantiate ideas.
Excellent monitoring
or control measures
presented.
Practical Example 1
Demonstrated an
ability to develop and
design DMC strategies
based on industry
requirements.
15 %
Little or no
demonstration of an
ability to develop and
design DMC strategies
based on industry
requirements.
Satisfactory demonstration
of the design and/or
development of DMC
strategies based on industry
requirements. Lacked in
some areas of execution.
Good demonstration
of the design and/or
development of
DMC strategies
based on industry
requirements. Good
execution and some
creativity displayed.
Very good
demonstration of the
design and/or
development of DMC
strategies based on
industry requirements.
Very good execution and
creativity displayed.
Professional standard.
Excellent
demonstration of the
design and/or
development of DMC
strategies based on
industry requirements.
Excellent execution
and creativity
displayed. Industry
standard.
MKG203_Assessment3-DMCPlan Page 6 of 7
Practical Example 2
Demonstrated an
ability to develop and
design DMC strategies
based on industry
requirements.
15%
Little or no
demonstration of an
ability to develop and
design DMC strategies
based on industry
requirements.
Satisfactory demonstration
of the design and/or
development of DMC
strategies based on industry
requirements. Lacked in
some areas of execution.
Good demonstration
of the design and/or
development of
DMC strategies
based on industry
requirements. Good
execution and some
creativity displayed.
Very good
demonstration of the
design and/or
development of DMC
strategies based on
industry requirements.
Very good execution and
creativity displayed.
Professional standard.
Excellent
demonstration of the
design and/or
development of DMC
strategies based on
industry requirements.
Excellent execution
and creativity
displayed. Industry
standard.
Presentation and
referencing
Appropriate (length
& content)
Professional
standard of writing
style, grammar,
spelling and editing.
Professional report
presentation
following
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 instructions.
Limited in-text
referencing. Overall report
Good writing
standard. Few
spelling and
grammatical errors
throughout the
submission. Few or
no inconsistencies
with submission
instructions. Good
Writing standard very
good. No spelling and
grammatical errors
throughout the
submission. No
inconsistencies with
submission instructions.
Very good in-text
referencing and support
Information provided
and writing level
excellent. No spelling
and grammatical
errors throughout the
submission. No
inconsistencies with
submission
instructions. Excellent
in-text referencing
MKG203_Assessment3-DMCPlan Page 7 of 7
submission
instructions.
Correctly
referenced.
10 %
instructions. Limited or
no in-text referencing.
Overall report
presentation poor. Few
or no references used.
presentation adequate.
Limited references used.
in-text referencing.
Good overall report
presentation. Good
variety of
references used.
from academic sources.
Overall report
presentation very good.
Wide variety of quality
references used.
and support from
references. Overall
report presentation
excellent. Excellent
variety of quality
references used.