2299 International Digital Marketing PX Resit Assignment Remit - Video Presentation

2299 ASSIGNMENT TASK:

• Please note: If you have previously submitted and failed this assignment, for this resit you should improve your initial submission in line with the feedback you received. This should be a PANOPTO Recorded Submission. 
• If you are attempting this assignment for the first time , please see the assignment task below.

Within your role as a digital marketing executive for Keyword Marketing, you have been approached by the leading Chinese tea brand, Chagee, who currently offer raw milk fresh leaf teas and fruit teas to customers across 4500 outlets in China, Malaysia, Singapore and Thaliand. You are required to create a digital marketing plan for a fresh marketing campaign for the business as they plan their global expansion and enter the UK market. Choose ONE target audience and marketing theme below and address the following tasks (A-F) – 

• 18 – 25 years old University students in the UK exploring tea drinking
• 30 – 40 years old adults in the UK open to experimenting with new tastes and flavours
• 55 + years old adults in the UK with more well established tea drinking habits

1. Situational Analysis – Conduct a digital specific SWOT analysis. 
2. Objectives – Define a set of at least 3 SMART marketing objectives to underpin your digital marketing plan.
3. Strategy – Create a customer persona for your target audience and outline the brand positioning strategy you will use to deliver your SMART marketing objectives. 
4. Tactics – Outline the different tactics you will use to raise awareness about Flixbus with clear justification of digital media channels selected. 
5. Action – Provide examples of digital content to be used with a timeline for their implementation.
6. Control – Propose what metrics will be employed to measure the success of your digital marketing plan. 

2299 MARKING CRITERIA:

• Below are the marking criteria that align with both the task(s) set and the quality of your video recording. Clear weightings/marks will be noted for each criterion.   
  The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.
• Situational Analysis- Evaluation of the case-study from a micro / macro perspective (15%) 
• Objectives- Clear definition of SMART marketing objectives (10%) 
• Strategy-Detailed explanation of strategy used with reference to segmentation, targeting (customer persona) and positioning (value proposition) (15%) 
• Tactics- Clear outline tactics used to raise awareness of the business and justification of media channels with supporting evidence (15%) 
• Action – examples of creative content with a detailed timeline / calendar of their implementation (15%) 
• Control- Sufficient detail used to explain how success of digital marketing plan will be measured (10%) 
• Quality of overall presentation: engaging eye-catching visual presentation with informative content delivered in a clear and concise manner (10%) 
• Quality and Quantity of evidence – contemporary academic & industry references, relevant examples and secondary materials to support analysis (10%)

TASK GUIDANCE:

Specific task guidance for this assignment:

• Students must choose their target audience and marketing theme from the choices outlined in the assignment task. 
• You should consider the concepts covered in the module and follow guidance on how to complete your digital marketing plan
• It is recommended that you   visit the websites , https://chagee.com.my/ , https://www.chagee.com.sg/en and follow the brand’s social media accounts to get a better understanding of the brand and their social and digital marketing practices.

●For additional guidance on this assignment, please access the assignment vodcast available on Canvas. 

2299 VIDEO CAPTURE GUIDANCE:

●This assignment will require you to become familiar with and use the Panopto system.
Please follow this online guide for Panopto that shows you how to access the system, record a video using Panopto or upload an existing video to Panopto and submit your assignment to Canvas. Contact the DICE team at dice@ucb.ac.uk if you need any further support.
●All students must verify their identity with their student ID card at the start of your recording.

Specific guidance for this assignment [Please include specific guidance on timings and how to showcase lists of references within the recording]:

• Please adhere to the time limit.
• Please ensure that you have references in text (on the slides) as well as at the end of your pitch.
• You must speak clearly and avoid recording in a noisy background
• Address all tasks
  Please ensure that you adhere to the time. The recorded pitch should be for 25 minutes
• Additionally, please submit a copy of your powerpoint slides through turnitin

2299 LEARNING OUTCOMES:

Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.

Please enter the Learning Outcomes assessed by this assignment:

• 1. Examine different marketing models and frameworks for the development of a strategic digital marketing plan
• 2. Analyse a range of different data sets to inform strategic decision making within an international context
• 3. Propose an innovative strategic digital marketing plan
• 4. Assess a range of marketing strategies within the dynamic digital environment

ACADEMIC SKILLS OUTCOMES:

• The Academic Skills Outcomes to be developed by completing this assignment can be found here.
• For Apprenticeship programmes, identify the applicable Knowledge, Skills and Behaviours the assignment seeks to test.

2299 GENERAL ASSIGNMENT GUIDANCE: