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Individual Assessment Brief & Instructions Digital Marketing

  1. General Instructions:
    1. Word Count

3000 words. This excludes, Cover Sheet, Table of Contents, References and Appendices (+ a maximum addition of 2 pages of appendices). Word count should not be exceeded (an allowance of +/ – 10% of the stated value is allowed).

  1. Referencing

The Harvard (also known as Author/Date) system of referencing should be used for all submission.

Figures & Tables

All figures, charts, diagrams and tables should have a number, clear description and note any source reference(s) used in their creation.

All figures, charts, diagrams and tables must be labelled and referred to in your text.

  1. Presentation and Submission of Assessment Essay to be submitted in MS Word.

Assessments should be typed using 12-point font size (Arial), with 11⁄2 line spacing and a 4 cm margin on the right-hand side of the page. All pages must be numbered.

  • Individual Assessment Task

Preparing a Strategic Digital Marketing Plan Report for the Marketing Director of Worldwide eBikes.

  • Background

Worldwide eBikes is a fictional company, however this challenge is typical of the kind that an established business might face when looking to expand into new markets.

You are being asked as an external consultant, appointed by the board of Worldwide eBikes, to present your recommendations regarding their strategic digital marketing plan for launching their products into Australia, as described below.

Consultants Briefing: Prepared by the Marketing Director of Worldwide eBikes

The Board of Worldwide eBikes are very keen to expand into the Australian market. If we decide to pursue this opportunity, we hope to sell bikes both in our own e-commerce store, and through retail partners.

We haven’t promoted our products in this area of the world before, so we would appreciate your insights and guidance.

I convinced the Board that we should spend some budget on research, and I am delighted to have been able to secure some of your time on this.

  • The Task

I need you to prepare a written report that I can take to the Board. In general, Board members have only a basic knowledge of the internet and we need a much better understanding of digital marketing, and the potential of expanding into Australia, if we are to be confident of spending money on this.

I have prepared a list of questions that I would like you to address in your report.

  1. Digital Market Opportunity:

What do you think of the current opportunities for marketing eBikes (digitally) in Australia? Is it something we should be excited about and can you show us evidence to support your opinion? We understand that you can use various online tools to look at search trends and keywords, and also to evaluate the current competition, so we’d appreciate your insights from these. We are interested in research that you have personally carried out (not research already carried out by others).

  • Persona Research:

We need an in-depth understanding of our potential customers. Please describe the kind of research that you would undertake if you were to

create ‘buyer Personas’ for the Australian e-bike market (you do not need to create the actual Personas).

Also, please provide three practical benefits of having well researched Persona’s and explain how these would assist our business launch there.

  • Short Term Market Impact:

If we decide to pursue this opportunity, we will need to quickly create awareness and ‘buzz’ around our products. Please provide your in- depth recommendations for two digital marketing tactics that we should undertake as our top priorities for effective short-term results, together with your justification of these choices. These might include website development, using any of the various digital marketing channels, and/or digital advertising. The Board are looking for specific, detailed ideas and examples for each tactic.

Finally, the Board is very concerned with appropriate fiscal oversight. We realise the importance of reviewing analytics reports in determining which of our digital marketing activities are effective and which might need to be modified or even discontinued.

Please list four KPIs which can be tracked using digital analytics tools that would help to evaluate your recommended short-term marketing tactics and discuss the insights that each one could provide.

  • Specifications and Requirements

You are required to fully explain and justify all recommendations that you make. Include details and examples, and evidence of research undertaken, with illustrations such as screenshots or data as you see fit. Provide definitions for any technical terms that someone unfamiliar with digital marketing might not immediately understand.

FORMAT OF YOUR REPORT

All students must adopt a report format as described below, and in the following order:

  1. Cover Page of your submission details in the normal style
  • Executive Summary (a summary of your key findings, and recommendations)
  • Market Opportunity
  • Persona Research
  • Short Term Market Impact Tactics
  • Fiscal Oversight
  • Appendices (If you require them)

Plan your work to ensure that you are covering each section of your report adequately.

Consider introducing charts, images etc. if you believe that they would benefit your client’s understanding of your report.

Finally, please ensure that your work is written in your own words. A written piece of work cannot be a simple ‘cut and paste’ of material found on the web or in journals or books. Moreover, you must accurately acknowledge the contributions of others (i.e., your work must properly reference quotes, ideas etc.; see 1.2)

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