CU6027 Digital Marketing Report Coursework 01 | SUSS

Report Brief

The report is a 2,500-word business report in which you will propose a digital content marketing plan for a Singapore SME. You must choose a B2C Singaporean SME and analyze its digital marketing strategy for the Singapore market.

To supplement your digital marketing plan, you are required to create your digital content on areas of improvement for the company after identifying the gaps in its digital marketing. There is no need to make changes to the company structure or its products. In the report, you MUST justify and support why the changes are improvements and how they will help the company do better in the Singapore market.

In this content, you should illustrate the key recommendations for your company enticingly and engagingly.

The assessment will be marked against the following criteria:

• Focus and Overall Effort: evidence of good research, understanding and knowledge of the subject, including analytical insight and originality
• Evidence of Research: appropriate academic and industry sources consulted throughout all components of the report, engagement with the course content (reading materials, reports, resources).
• Clear recognition of the brand and its target audience: gives industry, company and product background, assumptions and limitations, Clearly explains the aims and objectives of the report
• Critical evaluation of the current digital marketing strategy: what are the notable success stories and failures from your company in the digital environment
• Strategic tactics outlined to bring brand success: The tactics outlined should fit with existing marketing activities for the brand
• Appendices: Inclusion of content, digital audit, and content calendar relevant to the brand in question
• Creativity, credibility and originality: presented throughout the report
• Structure and presentation: The report is well-presented with attention to formatting, presents information and facts in an organised manner and cohesion is shown throughout
• Logic and quality of recommendations: Clear alignment between analysis of company and recommendations provided

Your content will be marked against the following criteria:

• Clarity and structure of narrative: Does the content tell a story? Can the reader/viewer understand the intended aims of the piece?
• Content created for a specific digital audience and a specific channel: concise, visual, straight forward, language and tone matching the specific characteristics and requirements of the social media site platform, as well as the needs, interests, and communication characteristics of the target audience.
• Evidence of critical thinking and reflective analysis: The content produced should be in line with the recommendations produced in thecontent marketing plan.
• Engaging content that captivates the reader/viewer (using social media and digital trends data and ideas to inform and inspire)
• Presentation of material – video and image quality, layout, etc.

Business Report Format

This assignment requires you to show an understanding of digital marketing theory, be able to justify your suggestions through citation, and engage in critical discussion of the pros and cons of the recommendations you are making (again using citation of journal readings). In addition, you also being tested on your skills in data handling (through adherence to word count) and presentation (through use of tables and figures)

1. Executive summary (Not in word count);
2. Introduction and background company
3. Market analysis / Digital & Social Media Audit / Competitor Analysis
4. Gaps in Digital Marketing for Chosen Company
5. Objectives
6. Recommendations & Justification Digital marketing strategy [provide
samples of proposed digital works]
7. Conclusion
8. References
9. Appendix – Schedule Calendar

You are expected to locate and read at least 10 academic journal articles in
addition to accessing practitioner reports and statistics, and a range of social media pages and websites.

There is a simulation of a pitch to the chosen company: you are required to present your digital marketing strategy using powerpoint to the Management of the chosen company.

The duration of the presentation should be 10 minutes. You need to record your presentation [in .mp4 / .avi / .flv format] and upload the presentation into the blackboard folder. A submission folder will be set up by the school.
You will be assessed on these key criteria:
1) Introduction
2) Digital / Social media audit
3) Competitors analysis
4) Identify the gaps in digital marketing for the chosen company
5) Recommend and justify your strategy
6) Communication skills
7) Editorial care