ASSESSMENT BRIEF

Subject Code and Title MKG203: Digital Marketing Communications

Assessment Individual DMC Plan

Individual/Group Individual

Length 2000 words (+/- 10%)

Learning Outcomes a) Define digital marketing communications (DMC) and its

role in marketing strategy.
b) Demonstrate an understanding of the DMC environment
and apply it to marketing planning.
c) Identify the DMC mix and its application in marketing
management and planning.
d) Describe the role of data and personalisation when
developing DMC.

Submission By 11:55pm AEST/AEDT Sunday of Module 6 (week 11)

Weighting 45%

Total Marks 100 marks

Context:
In this assessment you will develop a ‘real life’ digital marketing communications (DMC) plan for an
organisation. Imagine you are a DMC consultant for this organisation. You will choose an
organisation and develop a plan for it, engaging concepts and strategies explored in the subject. The
idea here is to critically analyse the current DMC approach of the organisation in relation to the
marketing environment it operates in, and identify DMC strategies you think would improve its
performance, supporting this with DMC concepts from the course and current literature in the field
(e.g., could be anything from journal articles, blogs, online guides, YouTube videos, research reports
etc.,). The key here is to provide justification to strategy development.

Instructions:
Your task for this assessment is to prepare a report providing:

1. Title page, table of contents, executive summary

2. A report introduction
3. A brief company introduction, competitive and SWOT analysis.
4. A brief summary of the company’s target marketing, positioning and branding from a digital
/online perspective. You should provide any recommendations for these strategies.
5. DMC Objectives

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 6. DMC Mix plan. This is where you present your recommendations substantiated by research
/course work engagement and reference to best practice.
7. Monitoring and control. How will you measure the performance of your strategies.
8. Conclusion
9. Appendix. In the appendix you are to select two (2) of the following practical tasks to
complete and include in the appendix:

 A website redesign. This can be done using a mock design of the home page and a
website hierarchy diagram. Alternatively, you could take a screen shot of the
existing web page and annotate your changes on of the relevant pages.
 Complete a sample blog post for the company.
 Design a Google AdWords advertisement and a brief overview (which can be
described or presented visually of the landing page)
 Design a Facebook advertising campaign e.g., a sponsored post or advertisement.
Explain the target market, the rationale of the advertisement and the goal of the
campaign in terms of where the prospects end up and what you want them to do.
 Design a YouTube strategy presenting recommendations for a YouTube Channel and
a brief synopsis of a key YouTube video.
 Design and present a monthly company email newsletter.

Submission Instructions:

 The presentation recommended for this Assessment is REPORT FORMAT.

 Student Identifier (Name and Number) should be included on the title page and
page numbers should appear on each page of the document.
 The assessment should be submitted in a form and format that would be acceptable in
the business world. All work must be word-processed, spell checked, grammatically
acceptable, and professional in appearance.
 Should not be written from a 1st person context, but rather from the 3rd person
perspective.
That is, “I, we, my, our” are not acceptable;
 All claims and recommendations are to be supported by suitable and relevant
marketing and/or theoretical principles;
 Should include a correctly constructed reference list and accompanying in-text citations as
per University guidelines (APA Referencing).
 Can use any combination of narrative, point form, diagrams, graphs, tables or images
to increase the "readability" of the submission.

Submit one word or PDF document to Blackboard. The Learning Facilitator will provide
feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.

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Learning Rubric: Assessment 3: Individual DMC Plan
Pass Credit Distinction High Distinction
Assessment Fail (Unacceptable)
(Functional) (Proficient) (Advanced) (Exceptional)
Attributes (0-49)
(50-64) (65-74) (75-84) (85-100)
High Distinction is
Distinction is awarded awarded for work of
Credit is awarded for for work of superior outstanding quality in
work showing a more quality in achieving all achieving all learning
Fail grade will be than satisfactory learning outcomes and outcomes together with
Pass is awarded for work
awarded if a student is achievement of all a superior integration outstanding integration
showing a satisfactory
unable to demonstrate learning outcomes and understanding of and understanding of
achievement of all learning
satisfactory academic and a more than theory and application theory and application
outcomes and an adequate
Grade performance in the adequate of skills. Evidence of in- of skills. Evidence of in‐
understanding of theory and
Description subject or has failed to understanding of depth research, depth research,
application of skills. A
(Grading Scheme) complete required theory and reading, analysis and reading, analysis,
consistent academic
assessment points in application of skills. A evaluation is original and creative
referencing system is used
accordance with the consistent academic demonstrated. A thought is
and sources are
subject’s required referencing system is consistent academic demonstrated. A
appropriately acknowledged.
assessment points. used and sources are referencing system is consistent academic
appropriately used and sources are referencing system is
acknowledged. appropriately used and sources are
acknowledged. appropriately
acknowledged.
Introduction No clear report purpose Clear report purpose Good clear report Very good clear report Very good clear report
Report purpose established. Limited or established. Introduction purpose established. purpose established. purpose established.
established company no company overviews completed satisfactorily. Good introduction Very good introduction Excellent introduction
overview provided. Satisfactory company with industry with industry with excellent industry
overviews provided. contextualisation contextualisation contextualisation
Competitive analysis established. Good established. Very good established. Excellent
Brief summary of key Little or no understanding company overviews company overviews good company
competitors of current digital Satisfactory understanding of provided. provided. overviews provided
marketing current digital marketing

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 SWOT analysis communication trends. communication trends. Excellent understanding
Demonstrated an Little or no referencing Satisfactory referencing for Good understanding Very good understanding of current digital
understanding of for the SWOT analysis. the SWOT analysis and some of current digital of current digital marketing
current digital strengths and weaknesses marketing marketing communication communication trends.
marketing identified. communication trends. Very good Excellent referencing
communication trends trends. Good referencing for the SWOT for the industry
through a referenced referencing for the analysis from a wide opportunities and
SWOT analysis. SWOT analysis and range of quality sources threats analysis from a
15 % good list of strengths and a very good list of wide range of quality
and weaknesses strengths and weaknesses sources and a very good
identified. identified. list of strengths and
weaknesses identified.

Objectives, Targeting,
branding Positioning Little or no summary Satisfactory summary Good summary Very good summary Excellent summary
provided of objectives, provided of objectives, target provided of provided of objectives, provided of objectives,
Provided a brief target marketing, marketing, positioning and objectives, target target marketing, target marketing,
summary of the DMC positioning and branding branding from a digital marketing, positioning and branding positioning and
objectives, target from a digital /online /online perspective. Some positioning and from a digital /online branding from a digital
marketing, positioning perspective. SMART objectives offered. branding from a perspective. Some good /online perspective.
and branding from a digital /online SMART objectives offered Some good SMART
digital /online perspective. Some and some very good objectives offered and
perspective and any good SMART recommendations some very good
recommendations objectives offered identified. recommendations
and some good identified.
10 % recommendations
identified.

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 DMC Mix Analysis
Little or no DMC Satisfactory range of DMC Good range of DMC Very good range of DMC Excellent range of
Demonstrated an strategies developed strategies developed and strategies developed strategies developed and DMC strategies
ability to develop DMC and minimal application some application to and good very good application to developed and
strategies by that to research and research and coursework application to research and coursework outstanding
reflect an coursework concepts to concepts to substantiate research and concepts to substantiate application to research
understanding of the substantiate ideas. ideas. coursework ideas. and coursework
current DMC concepts to concepts to
marketing No monitoring or Adequate monitoring or substantiate ideas. Very good monitoring or substantiate ideas.
environment and control measures control measures Good monitoring or control measures Excellent monitoring
applying research and presented. presented. control measures presented. or control measures
coursework concepts presented. presented.
to substantiate ideas.

Provided monitoring
and control measures
for strategies

35 %

Practical Example 1
Little or no Satisfactory demonstration Good demonstration Very good Excellent
Demonstrated an demonstration of an of the design and/or of the design and/or demonstration of the demonstration of the
ability to develop and ability to develop and development of DMC development of design and/or design and/or
design DMC strategies design DMC strategies strategies based on industry DMC strategies development of DMC development of DMC
based on industry based on industry requirements. Lacked in based on industry strategies based on strategies based on
requirements. requirements. some areas of execution. requirements. Good industry requirements. industry requirements.
execution and some Very good execution and Excellent execution
15 % creativity displayed. creativity displayed. and creativity
Professional standard. displayed. Industry
standard.

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 Practical Example 2
Little or no Satisfactory demonstration Good demonstration Very good Excellent
Demonstrated an demonstration of an of the design and/or of the design and/or demonstration of the demonstration of the
ability to develop and ability to develop and development of DMC development of design and/or design and/or
design DMC strategies design DMC strategies strategies based on industry DMC strategies development of DMC development of DMC
based on industry based on industry requirements. Lacked in based on industry strategies based on strategies based on
requirements. requirements. some areas of execution. requirements. Good industry requirements. industry requirements.
execution and some Very good execution and Excellent execution
15% creativity displayed. creativity displayed. and creativity
Professional standard. displayed. Industry
standard.

Presentation and
referencing
Information provided
Writing standard Good writing Writing standard very and writing level
Appropriate (length
Unprofessional writing satisfactory. Minor spelling standard. Few good. No spelling and excellent. No spelling
& content)
standard. Major and grammatical errors spelling and grammatical errors and grammatical
Professional
spelling and throughout the grammatical errors throughout the errors throughout the
standard of writing
grammatical errors submission. Minor throughout the submission. No submission. No
style, grammar,
throughout the inconsistencies with submission. Few or inconsistencies with inconsistencies with
spelling and editing.
submission. Major submission instructions. no inconsistencies submission instructions. submission
Professional report
inconsistencies with Limited in-text with submission Very good in-text instructions. Excellent
presentation
submission referencing. Overall report instructions. Good referencing and support in-text referencing
following

MKG203_Assessment3-DMCPlan Page 6 of 7
 submission instructions. Limited or presentation adequate. in-text referencing. from academic sources. and support from
instructions. no in-text referencing. Limited references used. Good overall report Overall report references. Overall
Correctly Overall report presentation. Good presentation very good. report presentation
referenced. presentation poor. Few variety of Wide variety of quality excellent. Excellent
10 % or no references used. references used. references used. variety of quality
references used.

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