Vodafone and Telestra – Tel Industry

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  • Introduction
  • Introduction to The Companies
    • Telstra

Telstra is Australia’s largest telecommunication company providing different products and services including telecommunication networks, mobile phone services, internet services, pay television, and others. The company grew from Australia post and Postmaster-General departments of the Australian government, but it is fully privatized now. It has its headquarters in Melbourne, Australia. It dominantly serves the Australian market, although it has globalised operations for selected products. In 2017, the company posted revenue of A$26 billion, with a net income of A$3.9 billion (Telstra). The company employs approximately 32,000 people. It operates about 150 subsidiaries like Europe Telestra, Hong Kong Reach, Australia Adstream, Telstra Endeavour in the US, Norstar Media in China, iVision in Australia, Teleprescence Solutions in India, and others (Telstra). Despite having these subsidiaries, Telstra’s international operations are not well established and cannot be considered as a global mobile giant

Category:

Description

ASSESSMENT BRIEF

Subject Code and Title MKG203: Digital Marketing Communications
Assessment Group Report
Individual/Group Group
Length 3000 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 4 (week 8)
Weighting 30%
Total Marks 100 marks

Context:
In this assessment you will form groups of 3-4 to research current digital marketing communication
practices. Each group will choose an industry sector and analyse the digital marketing
communication (DMC) strategies of 3 organisations within that industry.
Each group will submit a written report analysing the approaches taken by each organisation to
DMC. The aim of this assessment is to gain an understanding of current industry practice in terms of
DMC and to critically analyse differences in approaches using coursework concepts and additional
research findings. You are encouraged to critique or praise strategies and different approaches
based on this research. You should also compare and contrast approaches between the
organisations’.
To make the assignment more practical you are encouraged to connect to the companies through
their multiple digital communication channels such as the website, email newsletter (sign up), social
media (subscribe, follow, like etc.,), mobile app and so on. You can then analyse the marketing
communications from an end users point of view.
Instructions:
Your task for this assessment is to prepare a report providing:
1. A report introduction
2. A brief introduction for each company.

MKG203_Assessment2_GroupReport_Module4 Page 2 of 6
3. One (1) overview of the current digital marketing communications environment for the
industry these companies operate in with a summary of at least three (3) key opportunities
and three (3) threats facing the industry from a communications point of view. (Hint: you
can use a PESTLE framework to guide your research i.e. Political, economic, socio-cultural,
technological, legal and environmental factors)
4. A brief summary of each company’s target marketing, positioning and branding from a
digital /online perspective.
5. DMC mix analysis of each company. Critically analyse how each company is (or not) utilising
key digital communication tools such as the website, content and social media marketing,
digital advertising, online PR, mobile apps etc., You can use course concepts to explain and
justify the strategies chosen but also any areas they may need to work on.
6. Conclusion
Submission Instructions:
 The presentation recommended for this Assessment is REPORT FORMAT.
 An Executive Summary is NOT required, although you should include a Title Page, a
Table of Contents, and use suitable headings for the information presented.
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 per group. The Learning Facilitator will
provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.

MKG203_Assessment2_GroupReport_Module4 Page 3 of 6
Learning Rubric: Assessment 2: Group Report
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.

Introduction and
company overview
Report purpose
established and
company overviews
provided

No clear report purpose
established. Limited or
no company overviews
provided.

Clear report purpose
established. Introduction
completed satisfactorily.
Satisfactory company
overviews provided.

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_Assessment2_GroupReport_Module4 Page 4 of 6
10 %
Opportunities and
threats analysis
Demonstrated an
understanding of current
digital marketing
communication trends
through a referenced
industry opportunities
and threats analysis.

25%

Little or no
understanding of current
digital marketing
communication trends.
Little or no referencing
for the industry
opportunities and threats
analysis.

Satisfactory understanding
of current digital marketing
communication trends.
Satisfactory referencing for
the industry opportunities
and threats analysis.

Good understanding
of current digital
marketing
communication
trends. Good
referencing for the
industry
opportunities and
threats analysis.

Very good understanding
of current digital
marketing communication
trends. Very good
referencing for the
industry opportunities
and threats analysis from
a wide range of quality
sources.

Excellent understanding
of current digital
marketing
communication trends.
Excellent referencing
for the industry
opportunities and
threats analysis from a
wide range of quality
sources.

Targeting, branding
Positioning
A brief summary of each
company’s target
marketing, positioning
and branding from a
digital /online
perspective.
15 %

No summary provided of
each company’s target
marketing, positioning
and branding from a
digital /online
perspective.

Satisfactory summary
provided of each company’s
target marketing, positioning
and branding from a digital
/online perspective.

Good summary
provided of each
company’s target
marketing,
positioning and
branding from a
digital /online
perspective.

Very good insightful
analysis of each
company’s target
marketing, positioning
and branding from a
digital /online
perspective.

Excellent insightful
analysis of each
company’s target
marketing, positioning
and branding from a
digital /online
perspective.

DMC Mix Analysis

MKG203_Assessment2_GroupReport_Module4 Page 5 of 6
Demonstrated an
ability to critically
analyse company digital
marketing
communications
strategies applying
research and
coursework concepts.
40 %

Little or no critical
analysis of company
digital marketing
communications
strategies. Little or no
application of research
and coursework
concepts

Satisfactory critical analysis
of company digital
marketing communications
strategies. Some
application of research and
coursework concepts.

Good critical
analysis of company
digital marketing
communications
strategies. Good
application of
research and
coursework
concepts. Some
effort to compare
and contrast with
some good insights
presented.

Very good critical
analysis of company
digital marketing
communications
strategies. Good
application of research
and coursework
concepts. Very good
effort to compare and
contrast with some very
good insights presented.

Excellent critical
analysis of company
digital marketing
communications
strategies.
Outstanding
application of research
and coursework
concepts. Excellent
effort to compare and
contrast with some
very good insights
presented.

Presentation and
referencing
Appropriate (length &
content)
Professional standard of
writing style, grammar,
spelling and editing.
Professional report
presentation following
submission instructions.
Correctly referenced.
10 %

Unprofessional writing
standard. Major
spelling and
grammatical errors
throughout the
submission. Major
inconsistencies with
submission
instructions. Limited or
no in-text referencing.
Overall report
presentation poor. Few
or no references used.

Writing standard
satisfactory. Minor
spelling and grammatical
errors throughout the
submission. Minor
inconsistencies with
submission instructions.
Limited in-text
referencing. Overall report
presentation adequate.
Limited references used.

Good writing
standard. Few
spelling and
grammatical errors
throughout the
submission. Few or
no inconsistencies
with submission
instructions. Good
in-text referencing.
Good overall
report
presentation. Good
variety of
references used.

Writing standard very
good. No spelling and
grammatical errors
throughout the
submission. No
inconsistencies with
submission instructions.
Very good in-text
referencing and
support from academic
sources. Overall report
presentation very good.
Wide variety of quality
references used.

Information provided
and writing level
excellent. No spelling
and grammatical
errors throughout
the submission. No
inconsistencies with
submission
instructions.
Excellent in-text
referencing and
support from
references. Overall
report presentation
excellent. Excellent
variety of quality

MKG203_Assessment2_GroupReport_Module4 Page 6 of 6
references used.