Assessment instructions,
followed by marking rubric
Drawing on the concepts, skills, techniques and learning of the
course, plus personal experiences and observations, you are an
expert Digital Marketing Consultant required to develop a Digital
Marketing Plan for an organisation which either has no SM presence
or a poor one. You should concentrate on Social Media for your plan
BUT you are free to include any other digital tools and techniques
that you think may be appropriate for achieving your goals.
Alternatively, your plan could focus on an existing (or newlylaunched)
product or brand within the organisation. The term
‘product’ is used in its widest sense and includes physical goods,
services, destinations, people, ideas etc. The organisation may be a
business or not-for-profit organisation. It should have at least 5
employees or a minimum turnover of $0.5m and can be chosen
from:
A company/business you are familiar with through current or
previous employment.
21 February 2017 Page 2 of 3
A product or brand discussed in class
A company/business of interest, even if you have had no prior
direct connection.
A current high-profile company (e.g. featured in business
press)
It does not have to be Australian but, if it is an overseas company, it
must have a website and/or social media presence expressed in
English with appropriate referencing. It should be chosen because it
has little or poor current SM presence and you consider it needs to
implement a Digital Marketing plan to become more relevant in
today’s world.
You should avoid choosing a multi-national organisation unless you
focus on a single country where they have a presence.
If it is a very large company, you should focus on a single business
unit to be realistic.
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