MKT373 Strategic Content Management End-Of-Course Assessment – July Semester 2025 | SUSS

INSTRUCTIONS TO STUDENTS:

• This End-of-Course Assessment paper comprises 8 pages (including the cover page).
• You are to include the following particulars in your submission: Course Code, Title of the ECA, SUSS PI No., Your Name, and Submission Date.
• Late submission will be subjected to the marks deduction scheme. Please refer to the Student Handbook for details. 

MKT373 ECA Submission Guidelines

A. What Must Be Submitted

You are required to submit the following THREE (3) items for marking and grading:

• A Report
• A Video Presentation

The set of slides, converted to PDF, upon which the video presentation is based.

B. Submission Deadline

• The THREE (3) items of Report, Video and Presentation Summary are to be submitted by 12 noon on the submission deadline.
• You are allowed multiple submissions till the cut-off date for each of the THREE(3) items.
• Late submission of any of the THREE (3) items will be subjected to markdeduction scheme by the University. Please refer to the Student Handbook.

C – How the (3) Items Should Be Submitted

The Report: submit online to Canvas via TurnItIn (for plagiarism detection)
The Video: submit online to Canvas (refer to Canvas T/TG/RESIT course site > Assignments > ECA_VIDEO for the step-by-step guide on how to submit the video)

The Presentation Summary:
– Submit online to Canvas via TurnItIn (PPT must be converted to PDF and submission is in PDF only)
– The PPT must contain at least 20 words
Avoid using a public WiFi connection for submitting large video files. If you are using public wireless (WiFi) connection (e.g. SG Wireless at public areas), you might encounter a break in the connection when sending large files.

D – Additional guidelines on file formatting are given as follows

E – Please be Aware of the Following

Submission in hardcopy or any other means not given in the above guidelines will not be accepted. You do not need to submit any other forms or cover sheets (e.g. form ET3) with your ECA.

You are reminded that electronic transmission is not immediate. The network traffic may be particularly heavy on the date of submission deadline and connections to the system cannot be guaranteed. Hence, you are advised to submit your work early. Canvas will allow you to submit your work late but your work will be subjected to the mark-deduction scheme. You should therefore not jeopardise your course result by submitting your ECA at the last minute.

It is your responsibility to check and ensure that your files are successfully submitted to Canvas.

F – Plagiarism and Collusion

Plagiarism and collusion are forms of cheating and are not acceptable in any form in a student’s work, including this ECA. Plagiarism and collusion are taking work done by others or work done together with others respectively and passing it off as your own. You can avoid plagiarism by giving appropriate references when you use other people’s ideas, words or pictures (including diagrams). Refer to the APA Manual if you need reminding about quoting and referencing. You can avoid collusion by ensuring that your submission is based on your own individual effort. 

The electronic submission of your ECA will be screened by plagiarism detection software. For more information about plagiarism and collusion, you should refer to the Student Handbook (Section 5.2.1.3). You are reminded that SUSS takes a tough stance against plagiarism or collusion. Serious cases will normally result in the student being referred to SUSS’s Student Disciplinary Group. For other cases, significant mark penalties or expulsion from the course will be imposed.

G – Use of Generative AI Tools (Allowed)

The use of generative AI tools is allowed for this assignment.

• You are expected to provide proper attribution if you use generative AI tools while completing the assignment, including appropriate and discipline-specific citation, a table detailing the name of the AI tool used, the approach to using the tool (e.g. what prompts were used), the full output provided by the tool, and which part of the output was adapted for the assignment;
• To take note of section 3, paragraph 3.2 and section 5.2, paragraph 2A.1 (Viva Voce) of the Student Handbook;
• The University has the right to exercise the viva voce option to determine the authorship of a student’s submission should there be reasonable grounds to suspect that the submission may not be fully the student’s own work.
• For more details on academic integrity and guidance on responsible use of generative AI tools in assignments, please refer to the TLC website for more details;
• The University will continue to review the use of generative AI tools based on feedback and in light of developments in AI and related technologies.
  (Full marks: 100)

Section A (50 Marks)

Answer all questions in this section.

Question 1

Startups face the challenge of growing their brand presence while operating within limited resources. Content strategy plays a crucial role in building audience awareness and engagement, especially across emerging platforms like TikTok and Instagram.

In this assignment, you will act as a junior content strategist for ONE (1) of the following Singapore-based startups:

• Doctor Anywhere
• GetGo
• YouTrip

Please choose ONE (1) brand and complete the following questions:

Analyse the brand’s TikTok activity over the past 30 days. Based on views or engagement, identify:

• The top-performing video
• The lowest-performing video

Develop a structured explanation for the performance variance (You may consider elements such as content topic, format, storytelling techniques, hook, timing, audience relevance, and platform algorithm alignment etc.)

(10 marks)

Question 2

Illustrate two (2) concrete ideas for repurposing the previously identified topperforming TikTok content into other formats or platforms (e.g., Instagram Reels, blog posts, email campaigns etc.). Explain how these new versions can extend content lifecycle and reach different segments.

(10 marks)

Question 3

Startups need strong top-of-funnel (TOFU) content to drive brand discovery and awareness.

Design an Instagram content calendar for Week 1 & 2 of December 2025 and ensure alignment with the startup’s brand identity and audience behaviour, including:

• Publishing dates
• Themes/objectives of each post
• A short description of each content piece (e.g., visual style, format, tone, intended action)
• Suggested content genre (reel, infographic, etc.)
  (15 marks)

Question 4

Select one (1) piece of Instagram content from the brand that you believe could be improved for better engagement.

• Apply usability principles to analyze the post.
• Design a revised sample Instagram post, with a rationale describing how each change improves user experience and engagement.
  (15 marks)

Section B (30 Marks)

Answer all questions in this section.

Question 5

As a junior content strategist, your next task is to summarise your findings from Q1 to Q4 and prepare a video presentation to the marketing lead (maximum 10 minutes).

Please note that the following aspects will be evaluated for your video presentation:

• Content Relevance: The extent to which the presentation addresses all aspects of the questions.
• Voice Clarity and Pace: Clear articulation and appropriate speed of speech.
• Visual Engagement: Use of body language and eye contact to engage the audience.
• Professionalism: Overall presentation professionalism, including attire and demeanor.
• Audio-Visual Quality: Quality of the video’s sound, lighting, and editing.
  (30 marks)

Section C (20 Marks)

Answer all questions in this section.

Question 6

Prepare a set of presentation slides (no more than 10 pages) upon which the video presentation is based (excluding title and thank you page; PDF version).

Please note that the following aspects will be evaluated for your slides:

• Content Relevance: Slides content relevance to the video presentation.
• Visual Appeal: Overall aesthetic appeal and professionalism of slide design.
• Readability: Use of appropriate fonts, colors, and spacing for easy reading.
• Multimedia Elements: Integration of multimedia elements such as relevant images, charts, graphs, and videos to complement the textual content. (20 marks)