国外商科论文题目-数字营销

MKT70017 Digital Marketing

Assessment 2 (Individual): SOCIAL MEDIA DATA ANALYSIS Word limit: 2,400 (+/- 10%) Weighting: 30% Due date: End of Week 5 (by midnight on Sunday)

Assessment overview

There is an ever-growing need for organisations in the Digital World to manage an

increasing amount of data. This assignment will test and build your skills and knowledge in this arena. It will also enable you to develop practical skills and a working understanding of Digital Marketing data analysis concepts and technologies, attain knowledge of various digital marketing analysis tools and techniques, and ways to present your findings.

Assessment details

Part 1 (800 words):

You are the Digital Marketing Manager at Tourism Australia and you have a digital campaign coming up that will promote Australia as a desirable travel destination.

You need to decide who your target audience will be and which digital marketing channels will be most suitable to use in your campaign activity.

You can research Tourism Australia to see what they have done in the past to get some ideas to help plan your activity but you should come up with your own digital marketing plan for this assignment.

This part of your assignment should outline: your target audience, a short description of the type of campaign that you will launch, and the digital marketing channels that you will use.

Part 2 (1,600 words):

You will need to complete an audit and analysis of the digital campaign results that have been supplied to you in a number of Excel documents.

You should review the data and provide a summary of the campaign performance overall, as well as, each of the individual digital channels that you included in your campaign (i.e. website report, email report, search marketing report, etc).

The reports have been supplied as Excel documents to give you flexibility to further

analyse the data if you choose to (possibly to create some graphs/tables to include in your summary, or, to calculate the % growth or decline from month to month). You will be rewarded with additional marks for using this data to draw further analysis and reporting. You should provide a conclusion as to whether you think the campaign was successful along with a recommendation of which digital marketing channels worked best and which channels you may consider using in future campaigns.

You should make reference to two current digital marketing campaigns (these can be from any industry/business) that you’ve seen in market; what you liked about it, and how you think Tourism Australia could consider a similar idea in their next campaign. (For example: it may be an email you’ve received, display advertising banner, or maybe a competition of some kind in social media).

Your work will be assessed using the following marking guide:

Criteria: High Distinction Credit Pass Fail Distinction 70‐79% 60‐69% 50‐59% 80‐100% Did not meet criterion. Did not meet criterion. Did not meet criterion. Executive Summary (5%) Part 1 Planning the campaign 25% Target Audience – selection and profile 10% Digital Channel selection 15% Part 2 Analysing the data 60% Audit and analysis of data sets 35% Further analysis of data 5% Summary of Campaign Performance 10% Reference to current Digital Marketing Campaigns 10% Style 10% Did not meet criterion. Presentation of document – including how the results are presented to Management Structure of plan Referencing Coherency and ease of reading Professionalism and attention to detail