MKT302 Digital Marketing Assessment 1 Overview | KBS

MKT302 Task:

Your task Individually, you are required to undertake a digital marketing audit of a brand that actively uses several digital marketing channels. You must choose the brand from the provided list; otherwise, you will receive a grade of zero for this assessment.Please note that this assessment will be the basis for your work in the second assessment. 

Assessment Description 

In this individual assessment, students will have the opportunity to analyse and evaluate digital marketing strategies. Upon completing this assessment, you should have a technical and theoretical knowledge of digital marketing concepts, strategies, and applications. 

Assessment Instructions 

In Week 2, your workshop facilitator will share a list of brands for you to choose from for your assessment. Each student must select one brand only from this list. 

• Please note: Students who choose the same brand will be grouped for the following assessment. Further instructions will be provided during your scheduled class session. Once you have selected your brand, you will need to complete a 1,500-word digital marketing audit. This audit helps assess how effectively a brand utilises digital marketing strategies and identifies areas for improvement.
• Important: If you choose a brand that is not on the approved list, your submission will receive a grade of zero.

Assessment Information 

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Your audit must include three clearly structured sections as outlined below: 

Section 1 - The need for digital marketing In this section, provide a clear and concise overview of your chosen brand. 

Include:

• The brand name, ownership, and location(s)
• A brief explanation of what the brand sells 
• Who their target customers are 
• The primary purposes of digital marketing for this brand (For example: selling products, generating leads, increasing brand awareness) 

Section 2 - analysis of digital marketing tools For this section, complete the table below using your chosen brand as the example. Be honest and critical in your evaluation.

Tool How is the brand using this tool? 

What is being done well? What could be improved? (Recommendations) Rating out of 5 Social Media Marketing Email Marketing Website Design Search Engine Optimisation (SEO) Search Engine Marketing (SEM) 

• Use a scale from 1 to 5 to rate how effectively the brand is using each tool, where: 1 = Very ineffective or not used at all 5 = Highly effective use 
• To support this section, please refer to the content from Weeks 2 to 5 of the subject.
• If a particular tool is not being used, you must: 
• State that it is not in use 
• Suggest why you think it has not been adopted, and 
• Explain whether the brand should consider using it Appendix - Evidence of your analysis You must include visual evidence to support your findings. 

This includes:

• Screenshots or photos of the digital tools you have analysed 
• Links to the tools (e.g., website, social media pages, etc.) 
• If this section is missing, your assessor may question the authenticity of your work. You are required to use at least six (6) sources of information and reference them appropriately. These may include websites, government publications, industry reports, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your audit. 
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