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ASSESSMENT GUIDE

MARK3085

Digital Marketing and Web Analytics

Term 3, 2024

UNSW Business School 1

Assessment Summary

Assessment Task Weighting Due Date* Learning

Outcomes

Assessment 1: Online Dashboard 20% Week 5, Friday 11pm CLO 1, 2, 3

Assessment 2: Individual Report

Digital Crisis Plan

30% Week 7, Friday 11pm CLO 1, 2, 3, 4

Assessment 3: Digital Marketing Plan

Digital Marketing brief (5%)

Digital Marketing Plan Report (25%)

30%

Week 4, during tutorial

Week 10, Friday 11pm

CLO 1, 2, 3, 4, 5

Assessment 4: Agency Pitch

Presentation (15%)

Tutorial Participation (5%)

20%

Week 9, during tutorial

Week 2, 3, 5, 7, 8 tutorials

CLO 1, 2, 3, 5

* Due dates are set at Australian Eastern Standard Time (AEST). If you are located in a different time- zone, you can use the time and date converter.

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Course Learning Outcomes (CLO)

• CLO1: Develop a digital marketing plan to address a business problem and communicate it

effectively to technical and non-technical stakeholders (PLO1, PLO2, PLO3)

• CLO2: Examine digital analytics to identify consumer behaviours and draw connections to

marketing strategies. (PLO1, PLO2)

• CLO3: Evaluate the effectiveness of a digital marketing campaign and make recommendations

suitable for a culturally diverse context (PLO1, PLO6)

• CLO4: Examine the ethical issues regarding data analytics and apply relevant approaches to

prevent and mitigate ethical risks. (PLO1, PLO5)

• CLO5: Operate collaboratively with team members and contribute towards achieving desired

results. (PLO4)

* Please check this link for Program Learning Outcomes for UNSW Business School.

UNSW Business School 3

Assessment Details

Icon legend

Due Date Weighting Format Length/Duration Submission

Academic integrity

First, for any assessments submitted, you should maintain academic integrity. Plagiarism

undermines academic integrity and is not tolerated at UNSW. Please cite others’ words when you

want to use them to support your ideas and proposals. Please refer to the UNSW Harvard

referencing guide for citations and references.

Please refer to UNSW Plagiarism policy online.

Use of Generative Artificial Intelligence

As assessment tasks in MARK3085 involves some planning or creative processes, you are

permitted to use software to some extent. In the instructions for each assessment, you’ll read to

what extent software like ChatGPT can be utilised. If you use AI in the writing of your assessment,

you should always clearly acknowledge this (e.g. via a footnote). It is a good idea to keep copies

of the initial prompts to show your lecturer if there is any uncertainty about the originality of your

work. If the outputs of generative AI such as ChatGPT form a part of your submission, it will be

regarded as serious academic misconduct and subject to the standard penalties, which may

include a fail (F) and mark of zero for the course, through to suspension or exclusion.

Please refer to UNSW Guide on Use of AI for assessments online.

Turnitin

Turnitin is an originality checking and plagiarism prevention tool that enables checking of

submitted written work for improper citation or misappropriated content. Each Turnitin

assignment is checked against other students' work, the Internet and key resources selected by

your Course Coordinator.

If you are instructed to submit your assessment via Turnitin, you will find the link to the Turnitin

submission in your Moodle course site. You can submit your assessment well before the deadline

and use the Similarity Report to improve your academic writing skills before submitting your final

version.

You can find out more information in the Turnitin information site for students.

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Late Submissions

The parameters for late submissions are outlined in the UNSW Assessment Implementation

Procedure. For the course, if you submit your assessments after the due date, you will incur

penalties for late submission unless you have Special Consideration (see below). Late submission

is 5% per day (including weekends), calculated from the marks allocated to that assessment (not

your grade). Assessments will not be accepted more than 5 days late.

Extensions

You are expected to manage your time to meet assessment due dates. If you do require an

extension to your assessment, please make a request as early as possible before the due date via

the special consideration portal on myUNSW (My Student profile > Special Consideration). You

can find more information on Special Consideration and the application process below. Lecturers

and tutors do not have the ability to grant extensions.

Special Consideration

Special consideration is the process for assessing the impact of short-term events beyond your

control (exceptional circumstances), on your performance in a specific assessment task.

What are circumstances beyond my control?

These are exceptional circumstances or situations that may:

• Prevent you from completing a course requirement,

• Keep you from attending an assessment,

• Stop you from submitting an assessment,

• Significantly affect your assessment performance.

Available here is a list of circumstances that may be beyond your control. This is only a list of

examples, and your exact circumstances may not be listed.

You can find more detail and the application form on the Special Consideration site, or in the

UNSW Special Consideration Application and Assessment Information for Students.

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Assessment 1: Online Dashboard

Week 5, Friday 11 th October at 11pm

20% in total

PDF file of the Online Dashboard

Turnitin submission via Moodle

Assignment Overview:

The purpose of this assignment is to demonstrate your Data Analysis and Reporting skills. Your

task is to create a Digital Marketing and Web Analytics online dashboard using Google Looker

Studio that presents data and insights on website performance of Beachvolleyball.com.au.

Company Overview:

Beachvolleyball.com.au is a small business that provides beach volleyball training in Manly and

Maroubra, organises beach volleyball tournaments, and sells a select number of beach

volleyball related items on their website. Training sessions, called ‘squads’, can be booked via

third-party platform MindBody. Web analytics data and information generated in the MindBody

platform have been excluded from this assignment.

Data Set:

The dataset for this assignment contains data from the Beachvolleyball.com.au Google

Analytics account. Access to their GA account cannot be provided to all students, so you’ll work

with a data file instead. The data file will be available on Moodle in week 1. The file includes

multiple tabs, each of which needs to be added individually as a resource to your Looker Studio

dashboard. Detailed instructions on how to add these data sources to your Looker Studio

dashboard is provided in an explainer video, published on Moodle.

Task description:

Create a dashboard in Google Looker Studio to visualise insights from the

Beachvolleyball.com.au Google Analytics account and comment on the findings. Upload the

provided dataset as an additional data source and use this data to visualise the answers to the

questions listed below (1-10). For each question, add a text box next to its data visualisation to

provide a written response. Unless otherwise specified, all questions should refer to the period

from January 2023 to December 2023.

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1. What is the total revenue generated by Beachvolleyball.com.au website in 2023? How did

revenue trend per month? What was the most profitable month (refer to revenue)?

2. How many transactions have been completed? How did the number of transactions trend

per month? Explain (in written format only) the discrepancies between the monthly

number of transactions and revenue.

3. Which 3 items have been sold most often? And which items have generated most

revenue?

4. What is the average order value for customers who made a purchase? How did the

average order value trend per month? In which month was the average order value the

highest? What could be a possible reason for this peak?

5. How many visitors have accessed the website in 2023. Which month showed most

website visitors? Does revenue follow the same trend?

6. How many times has the website been visited in 2023? Look a ‘sessions. What is the

average number of visits per user? Does this metric vary over the months? What could be

a reason for this variation?

7. Which channel has generated most sessions? Which channel has generated most

revenue? What is the portion in revenue per channel? What could be the reason for the

difference in performance per channel?

8. Which device has generated most sessions? Which device has generated most revenue?

What is the portion in revenue per device? What could be reasons for this behaviour?

9. After the home page, which page has been most visited? Show the top 10 pages,

excluding the home page. Of those top 10 most visited pages, on which page are people

most engaged (use ‘average session duration’ metric)? Which page has been most often

viewed by visitors? Provide rational on why these page(s) could be top performing pages.

10. Which age+gender segment generated most revenue in 2023? Generally, do males or

female generate more revenue? And which age group generates most revenue? Ignore

the ‘unknown’ segment and exclude ‘unknown’ results and insights from your report and

insights.

Write a concluding statement of 250-300 words at the end of your dashboard that summarises

2023 performance and explains 3 recommendations to improve future performance.

Guidelines and Requirements:

- Ensure that you clearly indicate the corresponding question number for each

visualisation + comments presented in the dashboard. This will help the evaluator to

easily identify and assess your responses.

- Limit your dashboard to a single page. The length of the page doesn’t have limitations.

Page length settings could be adjusted to display all requirement elements. In Looker

Studio, go to ‘Page’ menu item > Current Page Settings > in the ‘Current Page Settings’

menu on the right-hand side, click on ‘Style’ > adjust ‘Height’ to lengthen the size of the

dashboard.

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- Use as many tables or graphs to visualise performance and answer the questions as you

think would be required, but don’t make it look overly crowded and cluttered. Often, less

is more.

- You have the flexibility to address multiple questions within a single table or graph. This

approach allows you to demonstrate your ability to present complex information

efficiently and effectively. However, ensure that the table or graph remains clear and easy

to interpret, avoiding overcrowding or confusion.

- Use colour and chart types strategically to enhance the visual appeal and clarity of your

dashboard. Select colours that aid in highlighting key information and employ a variety of

chart types to effectively represent different data relationships.

- Base your insights solely on the data available in the provided data set in combination

with commonly known information, e.g. seasonality. Avoid relying on external resources,

theories, or frameworks. This allows for an assessment of your ability to derive insights

directly from the provided data and showcase your analytical skills.

- Export your dashboard as a PDF file for submission. Ensure that the PDF format

preserves the visual elements and overall layout of your dashboard accurately. Submit

the PDF file through Turnitin.

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Marking Rubric Online Dashboard

Criteria Fail Pass Credit Distinction High Distinction

Data

Integration

Formatting

(10%)

Data sources are

missing or

incorrectly added.

Data is poorly

formatted, with little

to no use of

appropriate formats

such as percentages,

currency symbols, or

decimal places. The

presentation is

confusing and lacks

clarity.

Some data sources

are added; significant

issues in integration.

Some data is

formatted correctly,

but there are

noticeable

inconsistencies, such

as incorrect use of

percentages,

currency symbols, or

decimal places. The

overall presentation

is somewhat clear

but could be

improved.

Data sources are

added but with

noticeable issues in

integration.

Most data is

formatted correctly,

with only minor

inconsistencies in

the use of

percentages,

currency symbols, or

decimal places. The

presentation is clear

and understandable.

Most data sources are

correctly added and used;

minor issues in integration.

Data is well-formatted, with

consistent and correct use

of percentages, currency

symbols, and decimal

places. The presentation is

clear, professional, and

enhances understanding.

All data sources are correctly

added and used; seamless

integration across multiple tabs.

All data is impeccably formatted,

with precise and consistent

application of percentages,

currency symbols, and decimal

places. The presentation is highly

professional and significantly

enhances the clarity and impact of

the dashboard.

Data

Calculation

(10%)

Metrics are

calculated

incorrectly, leading to

significant

inaccuracies in the

dashboard. Little to

no effort to verify

calculations.

Some metrics are

calculated correctly,

but there are

noticeable errors that

impact the overall

accuracy of the

dashboard.

Verification of

calculations is

minimal.

Most metrics are

calculated correctly,

with minor errors

that do not

significantly affect

the dashboard’s

accuracy. Some

effort is made to

verify calculations.

Metrics are accurately

calculated with very few

errors. Calculations are

mostly verified, leading to a

reliable dashboard.

All metrics are calculated

accurately and thoroughly verified,

ensuring a high level of precision

and reliability in the dashboard.

Visualised

Data

Effectively

(20%)

The dashboard does

not include any data

visualisations, or the

visualisations are

inappropriate and do

not effectively

The dashboard

includes some data

visualisations, but

they are not clear or

do not effectively

present the data.

The dashboard

includes data

visualisations that

are clear and

effectively present

the data.

The dashboard includes a

variety of data

visualisations that are clear

and effectively present the

data, highlighting important

In addition to meeting the

distinction criteria, the dashboard

includes data visualisations that

are clear, engaging, aesthetically

pleasing, and demonstrate a high

level of sophistication.

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communicate the

data.

points and presenting

complex data relationships.

Provided

High-Quality

Insights

(25%)

The dashboard does

not provide any

insights, or the

insights are

inaccurate or

irrelevant.

The dashboard

provides limited or

superficial insights

that lack depth or

meaningful analysis.

The dashboard

provides high-quality

insights based on a

thorough analysis of

the data.

The dashboard provides

insightful and original

analysis, identifying

patterns, trends, and

opportunities that go

beyond basic

interpretations, and offering

high-quality insights and

valuable recommendations

for improvement.

In addition to meeting the

distinction criteria, the dashboard

provides insightful and original

analysis, identifying patterns,

trends, and opportunities that go

beyond basic interpretations, and

offering high-quality insights and

valuable recommendations for

improvement. The dashboard also

demonstrates a deep

understanding of campaign and

website performance.

User- Friendliness

and Usability

(25%)

The dashboard is

difficult to navigate

and use, with a

confusing layout,

unclear labels, and

poor organisation.

Users struggle to find

and interpret key

information.

The dashboard has

some user-friendly

elements, but it lacks

consistency in

navigation and

organisation. Some

labels are unclear,

and the layout may

cause confusion in

locating or

understanding

information.

The dashboard is

generally user- friendly, with a clear

layout and mostly

intuitive navigation.

Labels are clear, and

key information is

relatively easy to find

and interpret, though

some minor

improvements could

be made.

The dashboard is well- designed with a user- friendly layout and intuitive

navigation. Labels are clear

and informative, and key

information is easy to find

and interpret. The overall

design enhances the user

experience.

The dashboard is exceptionally

user-friendly, with an intuitive and

well-organised layout. Navigation

is seamless, labels are precise and

informative, and key information is

immediately accessible. The

design significantly enhances the

user experience, making the

dashboard highly effective and

easy to use.

Concluding

Statement

(10%)

Provides a superficial

or incomplete

summary of

performance, failing

to capture essential

metrics and trends

effectively.

Provides

recommendations

Offers a limited

summary of

performance,

missing several key

metrics or trends,

and lacks meaningful

analysis.

Recommends

improvements, but

Provides a basic

summary of the

performance,

highlighting some

key metrics and

trends, but lacks

depth and insight.

Offers

recommendations

Summarises the

performance adequately,

touching on most key

metrics and trends, but may

lack depth in some areas.

Provides three

recommendations for

improvement, but they may

Provides a thorough and insightful

summary of the performance of

Beachvolleyball.com.au in 2023,

covering key metrics and trends

comprehensively.

Offers three actionable and well- supported recommendations for

improving future performance,

UNSW Business School 10

that are unclear,

impractical, or fail to

address key areas of

opportunity

effectively.

the suggestions are

vague or lack

relevance to the

observed

performance.

for improvement, but

they are somewhat

generic or lack clear

actionable steps for

implementation.

lack specificity or clarity in

implementation.

addressing key areas of

opportunity.

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Assessment 2: Individual Report

Week 7, Friday 25 th October at 11pm

30% in total

Turnitin submission via Moodle

Min 1500 to max 2000 words (All included except cover sheet, references, and

appendices). Any content written beyond the word limit will not be marked.

Assignment Overview:

The purpose of this assignment is to demonstrate how digital marketing strategies and digital

channels may be used to manage potential brand crises. Using a real-world example of a public

crisis or backlash a company has received in the past, your task is to draft a digital

management crisis plan for if a new crisis would happen today – in 2024. An example of this

would be the Pepsi Kendall Jenner ad or the WeWork IPO Fiasco from 2019.

You are expected to review current digital marketing strategies and digital channels along with

their analytics, explore ways to manage the crisis, and provide long-term solutions in managing

the company’s digital presence moving forward.

Task description:

Your task is to select a significant public crisis or backlash experienced by a company between

2012 and 2022. This could involve contentious advertising campaigns, product failures, or

social media controversies, regardless of whether the issue originated online. It's crucial that

the chosen incident is substantial enough to necessitate a response from the company.

Your objective is to devise a digital marketing strategy to address a future crisis, leveraging the

digital channels under your company's control.

Your plan should include:

1. Context to the crisis that occurred in 2012-2022:

• What went wrong?

• How severe was the issues?

• Which stakeholders have been impacted? How was each stakeholder impacted?

• Support with analytics (e.g. from Similarweb.com, Google Trends)

2. Analyse of company response:

• Explain the company’s response in clear stages. This could include both offline

and online actions.

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• Compare with another company’s crisis. Select a similar crisis.

• What did they both do?

• What did they do differently?

• What can your business learn from them?

3. Review company’s current digital marketing strategies:

• What are their latest digital marketing activities? What would have been the

objective of these activities? (see Meta Ad Library and Google Transparency

Centre)

• Evaluate their social media platforms:

• Following trends (use e.g. Social Blade)

• Campaigns and ads

4. Design a short-term execution strategy on addressing immediate public perception (if a

new crisis would occur):

• Prepare a brief crisis communication plan.

• Include a social listening plan to overcome the crisis.

• Include 3 content pieces as part of the communication plan, e.g. social media

posts. For each piece: list its target audience(s), and on which platform(s) the

content should be published.

• Provide recommendations on how to adjust current in-market advertising & paid

channels.

• Adress how to tailor key communications across different owned digital

platforms.

5. Develop a long-term crisis management plan:

• Develop a comprehensive stakeholder (e.g., customers, employees, partners,

regulators, and the media) communication plan that includes ethical practices to

overcome crisis.

• Describe a marketing strategy to improve brand perception for consumers via

digital channels.

• Provide a future strategy to prevent risks of this crisis happening again.

Guidelines and Requirements:

1. It is recommended your chosen company be big enough that it has enough presence

with digital channels and social media.

2. Although the original issue may have happened in the past, due to the context of 2024,

you may assume a different solution for a future crisis to be better.

3. You must reference all non-original work, e.g., if you take an idea from an academic

journal article, book, magazine, or website, artificial intelligence tools, you must reference

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it. Do not reference lecture notes/PowerPoint, you must go to the original source, i.e.,

book, article, magazine, website.

4. You are free to include an appendix; however, no mark is allocated to the information

contained in the appendix.

Additional format requirements:

• Font: Headings - Font size: 14; main text - Font size: 12. Use a commonly used font.

• Space: Double-spaced throughout the paper.

Reference list

• This course uses in-text referencing, for more information also see Business School

Harvard Referencing Guide - UNSW Business School.

https://www.business.unsw.edu.au/Students- Site/Documents/Harvardreferenceguide.pdf

• You must reference all non-original work, e.g., if you take an idea from an academic

journal article, book, magazine, or website, artificial intelligence tools, you must reference

it. Do not reference lecture notes/PowerPoint, you must go to the original source, i.e.,

book, article, magazine, website.

Appendix (if applicable)

You are free to include an appendix; however, no mark is allocated to the information contained

in the appendix.

Generative AI Permission Level: Simple Editing Assistance

In completing this assessment, you are permitted to use standard editing and referencing

functions in the software you use to complete your assessment. These functions are described

below. You must not use any functions that generate or paraphrase passages of text or other

media, whether based on your own work or not.

If your Convenor has concerns that your submission contains passages of AI-generated text or

media, you may be asked to account for your work. If you are unable to satisfactorily

demonstrate your understanding of your submission you may be referred to UNSW Conduct &

Integrity Office for investigation for academic misconduct and possible penalties.

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Marking Rubric Digital Crisis Plan

Criteria Fail Pass Credit Distinction High Distinction

Analysis and

context of brand

issue (20%)

The assignment does not

provide any relevant

context to the brand

issue.

The assignment

provides an analysis of

the brand issue without

considering the

relevant context.

The assignment provides

an analysis of the brand

issue and considers the

relevant context, but in a

limited manner.

The assignment provides a

comprehensive analysis of

the brand issue and how it

may have changed due to

the relevant context.

In addition to meeting

the distinction criteria,

the assignment goes

above and beyond by

considering multiple

contextual paradigms.

Review of brand’s

digital marketing

strategy (20%)

The assignment does not

effectively review any of

the brand’s digital

channels or online

advertising.

The assignment

includes a review of the

brand’s digital channels

or online advertising.

The assignment reviews

both the brand’s digital

channels and online

advertising strategy but

does not consider all

channels.

The assignment effectively

reviews all the brand’s

digital channels and online

advertising strategy.

In addition to meeting

the distinction criteria,

the assignment's

review has great

attention to detail, as

well as how this is

relevant to the issue

that has recently

happened.

High-quality short- term solutions

(25%)

The strategy is poorly

developed, lacking a

clear crisis

communication plan,

social listening

approach, and content

pieces. There is little to

no consideration for

adjusting in-market

advertising or tailoring

communications across

digital platforms.

The strategy includes

basic elements such as

a brief crisis

communication plan

and social listening

approach, but these are

underdeveloped or

generic. Content pieces

are present but lack

clear targeting or

platform-specific

considerations.

Recommendations for

adjusting advertising

and tailoring

communications are

minimal and lack depth.

The strategy is fairly

comprehensive, with a

clear crisis

communication plan and a

reasonable social listening

approach. Content pieces

are well-conceived, with

some attention to target

audiences and platform

selection.

Recommendations for

adjusting advertising and

tailoring communications

are practical but could be

more detailed.

The strategy is well- developed, featuring a solid

crisis communication plan

and an effective social

listening approach. Content

pieces are thoughtfully

designed, with clear

identification of target

audiences and platform

choices. Recommendations

for adjusting advertising

and tailoring

communications are

detailed and show a strong

understanding of the digital

landscape.

The strategy is

exceptionally well- crafted, with a robust

crisis communication

plan and a proactive

social listening

approach. Content

pieces are highly

relevant, with precise

targeting and platform

selection that aligns

perfectly with the crisis

context.

Recommendations for

adjusting advertising

and tailoring

communications are

insightful, detailed, and

demonstrate a deep

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understanding of how

to effectively manage

public perception

across digital

platforms.

High-quality long- term solutions

(25%)

The long-term crisis

management plan is

poorly developed, with

minimal or no

stakeholder

communication plan.

The marketing strategy

to improve brand

perception is either

missing or irrelevant, and

no future strategy to

prevent similar crises is

provided.

The plan includes basic

elements of a

stakeholder

communication plan,

but it lacks depth and

fails to fully address

ethical practices. The

marketing strategy to

improve brand

perception is

underdeveloped, and

the future strategy to

prevent risks is vague

or incomplete.

The plan is reasonably

comprehensive, with a

clear stakeholder

communication plan that

considers ethical

practices. The marketing

strategy to improve brand

perception is relevant and

practical, and a future

strategy to prevent similar

crises is outlined with

some thoughtfulness.

The plan is well-structured,

featuring a thorough

stakeholder communication

plan that incorporates

ethical practices effectively.

The marketing strategy to

improve brand perception is

detailed and well-aligned

with the brand's long-term

goals. The future strategy to

prevent similar crises is

well-conceived and

demonstrates a strong

understanding of risk

management.

The plan is

exceptionally well- crafted, with a

comprehensive and

ethically sound

stakeholder

communication plan.

The marketing strategy

to improve brand

perception is

innovative, detailed, and

highly effective. The

future strategy to

prevent risks is

proactive, insightful,

and demonstrates a

deep understanding of

both crisis

management and long- term brand

sustainability..

Formatting and

references (10%)

The assignment lacks a

clear structure,

coherence, and proper

formatting.

There are significant

grammar and spelling

errors. References are

not followed any style.

The assignment has

some structure and

organisation, but it

lacks clarity and

contains several

grammar and spelling

errors. Many errors are

found in references/in- text citations.

The assignment is well- structured, coherent, and

properly formatted. It

demonstrates clarity of

thought, proper grammar,

and spelling.

The assignment is well- structured, coherent, and

properly formatted.

Few errors are found in

references/in-text citations.

The assignment

showcases excellent

organisation, clarity,

and professional

formatting. It is virtually

error-free and

demonstrates a high

level of

professionalism.

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Assessment 3: Digital Marketing Plan

(Digital Marketing Brief; Digital Marketing Plan Report)

Digital Marketing Brief:

• Present Brief during tutorial during your week 4 tutorial

• Submit Briefing Doc within one hour after completion of your wk 4 tutorial

Digital Marketing Plan Report: Week 10, Friday 15th November at 11pm

30% in total:

• Digital Marketing Brief mark 5%

• Digital Marketing Plan Report mark 25%

Brief & Report: submit Word or PDF file format

• Brief: 800 to 1000 words. Complete provided briefing document.

• Report: Min 2500 and max 3000 words (excluding title page, references,

table of content, appendices)

Any content written beyond the word limit will not be marked.

Via Moodle Turnitin by group coordinator (1 submission per group)

Assignment Overview:

The purpose of this assignment is to translate overall business objectives to Digital

Marketing goals and activities that help drive business performance. In the first round,

your group will function as the marketing team of a selected company. Your task is to

create and handover a Digital Marketing brief to a Digital Marketing agency based on a

generic business brief. In the second round, your group will function as a Digital Marketing

agency and will receive a brief from a selected company (from a different project group)

and then create a Digital Marketing Plan which outlines how to achieve the company’s

Digital Marketing objectives. In the third round, students will present their digital marketing

plan to the rest of the class including the project group that briefed you.

Task description:

Round 1:

Your project group will select a start-up company. Your group will act as the marketing

team of that company and would have to complete the briefing document to share with a

Digital Marketing agency. Provide sufficient detail so that the agency would have enough

information to provide a detailed Digital Marketing Plan.

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Company selection:

• Company of your own choice > start-up company that needs to generate more

brand awareness, increase brand considerations, and grow yearly revenue.

• Groups will choose a company of their own choice. It’s recommended to choose a

company of interest or a company that operates in an industry to which students

have an affinity with.

Students will be in the role of competing marketing agencies looking to pitch for this

emerging business, with a budget of max $500,00 over the next financial year.

Round 2:

Your project group now functions as a Digital Marketing Agency. You will receive a briefing

document from a company and create and present the Digital Marketing Plan to the

project group that briefed you.

Briefing Guidelines and Requirements:

Complete the briefing document, to be downloaded from Moodle.

Digital Marketing Report Guidelines and Requirements:

Include these sections in your Digital Marketing report:

1. Title page (including student names, id, unit code, etc.)

2. Infographic (replaces traditional executive summary in visual format) which:

• Presents a brief visual summary of the main findings, goals, and

recommendations, helping readers find the plan’s major points quickly.

• The infographic should be fit into 1 page maximum.

3. Table of contents

4. Situational analysis that includes the following:

• Internal Analysis, including:

o Company background (industry, size, operations)

o Web analysis and current digital media campaign analytics (the analytics

available for public)

• External analysis, including

o Digital marketing technology trends

o Digital media consumption & trends

o Macro environment analysis

5. Competitor analysis of digital marketing strategies (3 competitors)

• Analyse SEO performance, Content Marketing strategy, Social Media

performance and strategy, website user experience.

6. Customer analysis and Customer Persona (1 persona)

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7. Objectives

• Include four objectives, one for each phase of the RACE Model

• Apply SMART criteria

• Objectives should be achieved within 1 year.

8. Digital Marketing Strategy

• Describe a top-line strategy for each phase of the RACE model

• Outline the different tactics that will describe how the strategy will be executed.

Include per tactic: short description of what the tactic entails, its purpose,

selected mediums and/or channels, KPIs to achieved within a year (in relation

to the objectives), short description of the execution process.

9. Content Marketing Plan

Outline when which content pieces will be published on which channel and medium.

No need to create content.

10. Create a campaign timeline outlining the timings for each of the different tactics

throughout the year. This should match with the strategy and content plan.

11. Forecast and Budget

• Demonstrate the expected results/outcomes of each tactic.

• Express how the budget will be spent amongst the different tactics, considering

the max $500,000 yearly budget.

• Demonstrate the cost of each tactic, considering the implementation and

campaign cost.

12. Conclusion

13. Appendices

14. References

15. Individual contributions to the report

Approach to the assessment task

You will be randomly assigned to a group of 4-5 students (exceptions will be managed by

teaching team) and analyse a digital marketing case and suggest a digital marketing plan

for the organisation/brand. The project will give you an opportunity to practice teamwork

skills and develop written communication skills.

Note: This assessment has both group and individual marking components and scaffolds

A4: Agency Pitch

The individual students’ efforts need to be integrated by the group into a solid digital

marketing plan for the organisation/brand using knowledge learnt in the course. This

project will require groups to explore alternative strategies to solve the problem identified.

The group will provide recommendations related to digital marketing given their overall

understanding of the company situation.

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Manage group dynamics

Working in your groups, you will need to have an initial meeting to decide your roles,

meeting schedule and time, etc. Equal contribution from group members is expected. It

is important to note that management of group dynamics is your responsibility. You are

expected to actively manage the group meetings and activities and record members’

contributions. For a group to perform well, it is essential to:

• have clear responsibilities for each member.

• have consistent group norms, such as regular meetings, communication, division of

labour, and quality of work.

• clearly document procedures and agreed outcomes.

• take note of the meeting discussions and group dynamics. Individual group

members should keep a journal detailing all the activities undertaken in relation to

their project.

Peer evaluation form

If you believe that some members of your team contributed very little to the group work,

you may fill in the peer evaluation form and e-mail it to LIC. LIC will deal the issue and may

ask all other group members to fill out the forms as well and adjust accordingly. Be

prepared to provide independent evidence that supports your claims of students about the

group members – typically records of shared collaboration sites, team meetings and

processes, etc. The form can be found in the Moodle Assessments Section.

If you feel one or several of group members are not equally/timely contributing, you

should:

1) Clearly and early address such problems within the group (in a meeting and keep a

written record). The group coordinator has the responsibility to discuss the issues with

the group member as early as possible.

2) If (1) does not help, consult the tutor. If there are any complaints against a group

member, the tutor can request group members to submit their journals.

3) If (2) does not remedy the situation, the tutor will re-adjust marks (keep evidence of

unequal contributions as well as evidence of having tried to solve the issue, in case

that your group members disagree).

4) Marking group members up/down is the last option, getting group members to perform

would be preferred.

Group work in tutorials week 3 to 8

Tutors will provide you time to discuss and work in your group project tasks from week 3

to 8 tutorial classes. Note that 5% marks in the agency pitch is related to your discussion

of different activities in the tutorials in week 2, 3, 5, 7, and 8.

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Week 10 Report Submission

• Your final written report needs to be submitted as a group report by the group

coordinator via Turnitin on Moodle.

• It is your responsibility to check if the submission is successful and on time.

• Divide up the digital marketing plan work among your group members. It’s all group

members’ responsibility to distribute the workload equally. Group coordinator

should monitor and record the teamwork process.

TIP: First, divide tasks amongst all group members for part 4-6, then come together

with all your findings and develop the objectives and topline strategies together as a

group based on the findings so that all group members are aligned with the

strategy, and to then divide the remaining elements again. Budget & Forecast can

only be done after formulation of the tactics.

• Please include a list of contributions of each group member (i.e. who did what in

the group). Include a page detailing the contributions of each member, i.e., if one

student does the introduction, another did situation analysis, etc.

Appendix (if applicable)

You are free to include an appendix; however, no mark is allocated to the information

contained in the appendix.

Reference list

This course uses in-text referencing, for more information also see Business School

Harvard Referencing Guide - UNSW Business School. You must reference all non-original

work, e.g., if you take an idea from an academic journal article, book, magazine, or website,

artificial intelligence tools, you must reference it. Do not reference lecture

notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,

website.

Referencing

• You must include in-text referencing and a reference list in Harvard format. Your

work cannot be marked if these are omitted. See UNSW guide on Harvard

referencing. The standard academic rules apply regarding use of other people’s

words, ideas, and facts.

• Include a reference list in Harvard format.

• An ideal report is your opinion, supported by evidence from respected/reliable

sources, expressed in your own words, and fully referenced as to the source of

ideas, facts, and quotations. ‘In your own words’ is critical in displaying your

understanding of the material, rather than being expert at copy and paste.

Please

note that Wikipedia is not an appropriate source for academic work as it is not

reliable. Any use of Wikipedia as a reference will reduce mark for the assessment.

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Additional format guidelines:

• Minimum of 2500 words, maximum of 3000 words, excluding title page, references,

table of content, appendices. There is no leeway.

• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is

preferable.

• Margin: 2.5 cm.

• Space: Double-spaced throughout the paper, except the Executive Summary.

• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than

one page.

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Marking Rubric Digital Marketing Brief

Criteria Fail

Pass

Credit

Distinction

High Distinction

Understanding

of Briefing

Document

(40%)

Demonstrates a lack

of understanding of

the briefing document

and key requirements.

Shows basic understanding

of the briefing document

but lacks depth or clarity in

addressing key points.

Exhibits good

understanding of the

briefing document

with clear

identification and

discussion of key

requirements.

Displays thorough

understanding of the

briefing document,

effectively addressing all

key points with insightful

analysis.

Demonstrates exceptional

understanding of the

briefing document,

providing comprehensive

analysis and innovative

solutions that exceed

expectations.

Communication

of Information

in the

Completed Brief

(30%)

Fails to communicate

the information

provided in the

completed brief

effectively, with

unclear or

inconsistent

messaging.

Communicates the

information provided in the

completed brief adequately

but may lack coherence or

organisation in

presentation.

Presents the

completed brief with

clarity and coherence,

effectively conveying

key information and

recommendations.

Communicates the

completed brief with

precision and conciseness,

ensuring all information is

clearly understood and

supported by relevant

evidence.

Articulates the completed

brief with exceptional

clarity and

persuasiveness, engaging

the audience with

compelling arguments and

innovative insights

Presentation

Delivery and

Engagement

(30%)

Delivery lacks

engagement and

professionalism, with

poor organisation and

ineffective

communication.

Delivers presentation with

basic engagement and

professionalism but may

lack polish or confidence in

delivery.

Presents with good

engagement and

professionalism,

maintaining audience

interest and

effectively

communicating key

points.

Engages audience with

highly professional and

dynamic presentation

delivery, utilising effective

communication techniques

to convey ideas with

impact.

Delivers an exceptionally

engaging and polished

presentation, captivating

the audience with

confident and persuasive

delivery while effectively

communicating complex

ideas.

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Marking Rubric Digital Marketing Report

Criteria Fail

Pass

Credit

Distinction

High Distinction

Coherent,

complete,

professional,

and logically

structured

analysis &

recommendatio ns (40%)

The plan does not

align with the

company's overall

marketing strategy.

The plan does not

identify any key

marketing objectives.

The plan does not

analyse the target

market, or the

marketing message is

not relevant to their

needs.

No clear logic or flow

to the report which

shows no

collaboration.

The plan aligns with the

company's overall

marketing strategy, but

there is no clear evidence of

how it was developed.

The plan identifies some

key marketing objectives,

but they are not SMART.

The plan analyses the target

market, but the marketing

message is not fully

relevant to their needs.

Little support among report

parts that show least

collaboration.

The plan aligns with

the company's overall

marketing strategy,

and there is clear

evidence of how it

was developed.

The plan SMART key

digital marketing

objectives.

The plan analyses the

target market, and the

marketing message is

relevant to their

needs.

Some support among

report parts that

shows not a strong

collaboration.

The plan aligns with the

company's overall marketing

strategy, and there is clear

evidence of how it was

developed. The plan also

considers the company's

unique proposition and

competitive landscape. The

plan identifies SMART and

challenging key digital

marketing objectives.

The plan analyses the target

market in depth, and the

marketing message is highly

relevant to their needs.

The plan also considers the

target market's pain points and

motivations.

Good support among report

parts that shows good

collaboration.

The plan aligns with the

company's overall

marketing strategy, and

there is clear evidence

of how it was

developed. The plan

also considers the

company's, competitive

landscape, and the

latest trends in digital

marketing.

The plan identifies

SMART, challenging,

and innovative key

digital marketing

objectives.

The plan analyses the

target market in depth,

and the marketing

message is highly

relevant to their needs.

The plan also considers

the target market's pain

points, motivations, and

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the latest trends in their

industry.

Excellent logical

structured analysis and

flow from one report

part to another that

shows excellent

collaboration.

Demonstrates

critical thinking

(30%)

The plan is not

creative or innovative.

Fails to justify own

interpretation.

Provides no/little

evidence to back up

position and borders

on being a summary

of the case vs

analysis). Does not

distinguish between

fact and opinion.

Fails to discuss

alternative

perspectives. Ideas

are obvious/

superficial.

The plan is somewhat

creative or innovative.

Justifies own position

without addressing other

views or does so

superficially. Does not

support all claims with clear

and compelling evidence.

Begins to relate alternative

views. Ideas are

investigated in limited way.

Analysis of other views

mostly accurate.

The plan is creative

and innovative.

Justifies own position

while integrating

contrary

interpretations,

though not always.

Support most claims

with clear and

compelling evidence.

Begins to relate

alternative views.

Ideas are investigated

in limited way.

Analysis of other

views mostly

accurate.

The plan is highly creative and

innovative. The plan considers

the latest trends in digital

marketing and uses them to

create a unique and engaging

marketing strategy. Justifies

own view while integrating

contrary interpretations.

Supports most of the claims

with credible evidence and

offers insights and original

thinking in an appropriate way.

Clearly justifies own view while

respective views of others.

Analysis of other positions is

mostly accurate.

The plan is

exceptionally creative

and innovative.

The plan considers the

latest trends in digital

marketing and uses

them to create a

unique, engaging, and

effective marketing

strategy.

Justifies own view

while integrating

contrary

interpretations.

Supports all claims with

credible evidence and

offers insights and

original thinking in a

brilliant way. Clearly

justifies own view while

respective views of

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others. Analysis of

other positions is

accurate.

Theoretical

understanding

and Level

research (20%)

Mainly descriptive

without reference to

theory and evidence,

lacks sufficient

analysis to support

argument.

Introduces some relevant

theory and/or evidence but

fails to clearly link this to

analysis or argument.

Applies some relevant

theory and evidence

to inform judgement,

reflects on strengths

and weaknesses and

provides clear

argument.

Applies relevant theory and

evidence, including accurate

interpretation of qualitative

and quantitative data to inform

judgement, analyses strengths

and weaknesses and provides

clear argument.

Applies relevant theory

and evidence, including

accurate interpretation

of data, provides

practical argument

based on research and

examples.

Clear, concise,

insightful

writing,

referencing,

presentation

style and

formatting

(10%)

Disorganised and

incoherent, lacking in

linkages between

sections/arguments

and/or clear

introduction/conclusi on.

Referencing is absent

or does not conform

to required Harvard

style; and/or report

does not consistently

conform to formatting

requirements (e.g.,

headings missing,

Some attempt to organise

in a logical manner, and

reasonable clarity of

expression and clear

introduction/conclusion.

Referencing and/or

formatting has systematic

errors (e.g., inconsistency in

how authors are

referenced), but major

principles are still intact.

Logical organisation

applying the main

conventions for the

style of writing,

coherently and

logically constructed

with strong

introduction/conclusi on.

Referencing and

formatting is mostly

accurate, but with

some errors (e.g.,

slight inconsistencies

in how authors are

referenced).

Excellent organisation and

effectively applying main

conventions for the style of

writing, uses a clear and

logical structure with strong

introduction/conclusion.

Referencing and formatting is

accurate, with a few minor

errors (e.g., Reference List not

alphabetised or word length

slightly over)

Extremely professional

example of this style of

writing. Shows a

polished and insightful

approach to the report

organisation, with

compelling clarity of

expression.

Referencing and

formatting is

consistently accurate,

and all formatting

requirements are met.

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page numbers, zID on

each page).

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Assessment 4:

Agency pitch

Agency Pitch: Week 9, during tutorial

20% in total

• Presentation (15%)

• Tutorial Participation (5%)

Slide deck in PDF format

In tutorial Presentation

Via Moodle Turnitin by group coordinator (1 submissions per group). Submit before

the start of your tutorial.

During the tutorial in Week 9, in Assessment 4 (third round), students will present their digital

marketing plan to the class and to the project group that briefed them.

Week 9 Tutorial Presentation

Agency pitch

Groups (as agency) will present their digital marketing plan in the tutorial in Week 9.

Components 4-12 of the report need to be included in the presentation. Use your

judgment to choose the most important elements of each component to present in your

slides.

• Marketing budget section can be simplified, and numbers should be presented in a

visualised and easy-to-understand way.

• Please include presentation plan and list of contributions of each group member (i.e.,

who did what in the group, split by report and presentation contributions). Include a

slide detailing the contributions of each member, i.e., if one student does the

introduction and another did edit these should be acknowledged.

• A Reference List must also be provided in Harvard format, including all sources

directly cited in the presentation. This slide does not need to be presented.

• Be prepared for questions. Tutor and other students might ask clarifying

questions during the presentation or after completion of your presentation.

Presentation requirements

• The whole group is responsible for combining the individual perspectives into a

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cohesive and professional presentation. This will include a combination of slides,

images, and video (optional).

• Each member in a group must present.

• Group coordinator should access and open the slides from the computer in the

tutorial room via a USB stick, online drive, or logging in to an online platform like

Canva.

• Each group present up to 15 minutes, Q&A can be held by tutor (subject to tutorial

schedule).

• Each student is individually marked; each person within a group should present similar

amount of time.

• Please practice so that you do not go over time for each person.

• The person who does not present will get 0/10 for this assessment unless the

person has Special Consideration approval.

• Each person must be clearly identified either verbally or with a name tag/caption.

• Before your scheduled tutorial sessions, the group coordinators should submit slides on

behalf of the group via Turnitin in Moodle. Other group members please do not submit.

Tips on your presentation

• Remember your audience: How can you present the information in a way that is engaging

and maintain their attention for the entire presentation?

• Think about more creative ways to present your contents and engage audience, for

example, 1) panel discussion in TV newsroom, 2) role plays and one member as CEO,

another as policy maker, another as marketing manager, another as consumer, another

employee, etc. The more creative the presentation is, the more engaging you are and

thus more marks.

Referencing

• You must include in-text referencing and a reference list in Harvard format. Your work

cannot be marked if these are omitted. See UNSW guide on Harvard referencing. The

standard academic rules apply regarding use of other people’s words, ideas, and facts.

• Include a reference list in Harvard format.

This course uses in-text referencing, for more information also see Business School Harvard

Referencing Guide - UNSW Business School.

You must reference all non-original work, e.g., if you take an idea from an academic journal

article, book, magazine, or website, artificial intelligence tools, you must reference it. Do not

reference lecture notes/PowerPoint, you must go to the original source, i.e., book, article,

magazine, website.

Additional format guidelines:

• Font: Headings - Font size: 14; main text - Font size: 12. Apply a commonly used font.

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• Margin: 2.5 cm.

• Space: Double-spaced throughout the paper, except the Executive Summary.

• Presentation style for infographics: Font size: 12, 1.5 spaced, no more than one page.

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Assessment 4: Agency Pitch (Round 3) & Participation Marking Rubric

Criteria

Fail

Pass

Credit

Distinction

High Distinction

Presentation

relates to Report

and class

activities (25%)

Does not discuss

tasks related to group

report and agency

pitch in any tutorial

and not attend the

tutorials.

Discuss few tasks related to

the class activities in 1-2

tutorials. The discussion in

tutorials is little engaging

and interesting. Contribute

to the discussion of others

in tutorials.

Discuss most of the tasks

related to the class activities in

2-3 tutorials. The discussion in

tutorials is somehow engaging

and interesting. Sometimes take

the initiative to share ideas with