Module: MK4104 – Digital & Social Media Marketing
Term: SUMMER II 2021
Type: Project
Project Overview
The Internet and digital technology change fundamentally the way people around the world consume, produce, communicate and play. The Internet leads to new ways of thinking about time and distance. It creates new markets and it opens up new distribution channels. While it is clear that digital marketing and social media will not entirely replace offline marketing activities, it is equally clear that the interactivity and individuality afforded by the Internet allows marketers to create marketing synergies and rethink their business strategy through digitalization.
The major written project in MK4104 L6 will challenge each student in analyzing the environment that a specific organization is operating in, assessing its internet presence in terms of differentiation, customer segments served and value creation through the online strategy and execution and in developing a company strategic plan for internet and new media presence.
The project will be on a LIVE CASE on Energy bars by Rho Foods (briefing document as ppt)
Learning Outcomes
Successful completion of this project will contribute to the student’s proficiency in the following learning outcomes:
· Select the elements that contribute to an effective digital content in designing, maintaining and monitoring the marketing activity in the new media.
· Design appropriate online marketing strategies using digital platforms
Project Requirements and Assessment
The project accounts for 40% of the overall grade.
The project will be assessed on the basis of the following requirements and criteria:
· Content and understanding of theory:
Evidence of understanding, quality of research (50%)
· Critical thinking:
Application of theory to the project, analyzing patterns, originality of ideas (40%)
· Organization and Mechanics:
Structure of responses, Clarity of writing, correct citations (10%)
The Assessment Rubric is at the end of this document.
Description of the Business
The project will relate to Rho Foods Energy products.
A full brief on the concept and strategic priorities of the company will be presented by the Marketing Department in the form of a written brief as well as a presentation to the students, and Q+A session.
Overall, the key communication priorities are building awareness and reputation, with a focus on Millennials as target group.
3.1. Content & Understanding (total of 50 points)
The following content needs to be included in the project – you may use you own good judgment to enhance this content.
a. Identify the key target groups, discuss segmentation and targeting value in snacks (20 points)
b. Discuss the importance of User Generated Content as a marketing tool in food products (30 points)
3.2 Critical thinking (total of 40 points)
Recommend a digital marketing strategy: a simple, actionable and well justified advice on the strategy the hotel should implement in the next 3 years, with primary focus on the communication plan rather than the other 3 Ps, including how they should use metrics. (40 points)
The strategy presentation should follow the following structure :
1. Marketing and Communication Objectives following the SMART approach
2. Target Market
3. Strategy and Tactics regarding Communication
4. Examples of creative execution [such as posts in social media]
5. Budget and timeline of activities for the 1st, 2nd, 3rd year
6. Metrics and Control
Support the strategy recommendations with visual evidence [like pictures of how the posts would look like on social media].
3.3 Organization & Mechanics (total of 10 Points)
The project has to be typed (A4 paper, double space, font size 12), without spelling, grammar, syntax and/or punctuation mistakes.
The project must be presented in an organized and professional way. Use the outline provided above to structure your project.
The length of the Project should be approximately 1.800-2.200 words (Main Body).
See more instructions on the format on the next page
The project must be properly referenced. Referencing is a standardized way of acknowledging the sources of information and ideas that you have used in your document. Referencing is important to avoid plagiarism, to verify quotations and to enable readers to follow up what you have written and locate the cited author’s work.
Use APA Style referencing
· Advise the uploaded APA reference guide (See your BlackBoard MK4104 Container)
Examples of APA citations and references
Table 1: APA Style for Citing in The Text
Paraphrased text
In the sentence
In parentheses
When you cite a work by one author, provide the name of the author the publication date of the source.
Bowlby (1991) formulated the basic principles of the attachment theory.
The infant should experience a warm, intimate, and continuous relationship with his mother (Bowlby, 1991)
Direct quotation
When you cite a direct quotation, indicate the page number of the source where the quotation appears.
Breivik and Senn (1998) state that “teacher resistance to change is not unusual” (p. 107).
“Teacher resistance to change is not unusual” (Breivik & Senn, 1998, p. 107).
Table 2: APA Style for Referencing
Source
Guidelines
Example
Book
Author’s Last Name, A. A. (Year of Publication). Title of book. City of Publication, Country: Publisher.
Bowlby, J. (1998). A secure base: Parent-child attachment and healthy human development. London, United Kingdom: Routledge 2
Academic Article
Author’s Last Name, A. A. (Year of Publication). Title of article. Title of Journal, Vol., pp-pp. doi:xx.xxxxxxxxxx.
Levy, L. B. (2012). International opportunities for psychology students: Logistics, training, and ethical considerations. Training and Education in Professional Psychology, 6, 84-92. doi:10.1037/a0027857
Work on a website
Author’s Last Name, A. A. (Date of Publication). Title of work. Retrieved from http://www.site.com
Smith, M., & Kovatch, S. (2010, April). Bulimia nervosa: Signs, symptoms, treatment, and help. Retrieved from http://helpguide.org/mental/bulimia_signs_symptoms_causes_treatment.htm
Format
· Title page
o Include course number and description,
o the academic period,
o the title of the project,
o the student name and ACG identification number,
o the project due date,
o the instructor’s name, and
o word count (number of words for the Main Body only)
· Table of Contents – identifies the sections in the written project and the associated page number for each section
· Introduction – includes a brief statement of what you intend to accomplish in the project, and a summary of what follows in main body
· Main Body – see content requirements above; the main body should include all of those sections identified in the content described
· References – identifies the academic sources and other published information which you have used; please refrain from using Wikipedia and other wiki sources, as generally, they are not considered to be academic sources
· Graphics and Visual Aids – use visual aids and graphics appropriately and effectively within your text, including screenshots of websites
· Appendix I – includes related material not deemed necessary to be in the main text
Originality and Authenticity
The rules of academic ethics apply to this assignment, including the requirements that the student undertakes the written project without improper or unauthorized assistance from anyone. If it is determined that the project is not the work of the student, the student will be referred to the appropriate committee according to the Regulatory Framework.
In cases where concern arises regarding the authorship of the work submitted by a student, the instructor reserves the right to invite the student to defend the submitted work in an oral examination. If it is determined that the project has not been completed individually and solely by the student, the instructor may award a failing mark.
Contribution of the Project to the Final Grade
The major written project is 40% of the final course grade.
If you have any questions, please ask.
