1 Dublin Business School Assessment Brief Assessment Details Module Title: Implementing Digital Media Module Code: Module Leader: Keith Feighery Stage (if relevant): Assessment Title: Digital and Social media plan Assessment Number (if relevant): Assessment Type: Project Based Restrictions on Time/Length : 4500-5000 Individual/Group: Assessment Weighting: 100 Project Based Issue Date: Oct 2016 Hand In Date: TBD Planned Feedback Date: Mode of Submission: Moodle Assessment Task Implementing Digital Media – Digital and Social Media Plan The students will create a digital and social media marketing strategy and plan for a business of their choice that must be discussed with the module leader prior to commencement. The student will give a clear overview of the business and its products and services. A clear market analysis should be produced to outline the state of the market place at the present time and any pertinent information that may impact on the plan. They will also produce a detailed digital audit of the business and its competitors along with analysis of the strength and weaknesses of the business in its current state. They should also provide a clear and detailed overview of the objective and goals of the digital plan. Key to the project is a breakdown of detailed personas that the business will target. Also to be provided is a clear analysis of the brand identify and the voice and tone of the business from a marketing communications perspective. Having detailed all the information mentioned above, the students will then construct a digital and social tactical plan where they will focus on social media channels, seo, website, email, and paid digital channels such as ppc, and display. Students must2 provide a clear and comprehensive analysis of content ideas that they have across a range of social channels including Facebook, Twitter, Instagram, Youtube, Pinterest, Snapchat, Blogs etc.. Keyword analysis should be produced to backup content ideas that students have. It is imperative that students create the content on the channels chosen and demonstrate usage of the platforms themselves. Students should also develop a paid media strategy to include PPC and Display Advertisement campaigns to target their audience. Email marketing will also be leveraged in the solution. Finally, a budget and measurement framework should also be created to demonstrate clear control of the plan. Assessment criteria The project will be assessed based on the candidate’s ability to present a clear and coherent digital and social media marketing plan that clearly maps out business objectives and digital goals and targets clearly identified personas. There must be a clear digital and social channel strategy that demonstrates that the students have used and leveraged each of the channels chosen. Finally, measurement of each channel is key and the student must demonstrate development of a budget. The Structure of Plan should be as follows: A suggested Structure for the Digital and Social Marketing Plan is as follows: 1. Exec Summary 2. Overview of Business 3. Situational Analysis 4. Brand Analysis 5. Business Objectives, Digital Goals, and KPIs 6. Strategy – Persona Definition and Value Proposition 7. Tactics and Action a. Channel Strategy (social media, website, blog, seo, paid media etc..) b. Detailed Content Strategy 8. Control – Measurement & Analytics/Indicative Budget 9. Conclusion 10. References/Sources3 General Requirements for Students: 1. A proportion of assessment marks is allocated to presentation. All assignments must be wordprocessed, with word count noted unless otherwise stated by the lecturer. 2. Where a hardcopy submission is required, an Assignment Submission Form must be securely attached to each submission. 3. All assignments must be submitted no later than the stated deadline. o Assignments submitted after the latest deadline (date and time) specified, including any extension, are deemed to be ‘late’ and are penalised, as follows: § Where the assignment is submitted not more than seven working days after the latest specified date, the mark awarded to the assignment is reduced by 25%. § Where the assignment is submitted more than seven working days after the latest specified date, it is awarded a mark of zero § Where the assessment is undertaken in a group, the piece of work should be submitted in its complete entirety, and any penalty for late submission incurred applies to all group members. 4. All relevant provisions of the Assessment Regulations must be complied with. 5. Extensions to assignment submission deadlines will be not be granted, other than in exceptional circumstances. To apply for an extension please go to http://www.dbs-students.com/Registrar/ and download the Assignment Extension Request Form. Once completed this form should then be returned to your Programme Leader, for approval. 6. Students are required to retain a copy of each assignment submitted, and the submission receipt (If a physical submission is required) until the issuing of a transcript indicating the mark awarded. 7. Assignments must be appropriately packaged and presented. 8. Where a submission involves digital media, it is the submitting students’ responsibility to ensure the media is appropriately labelled, fully working and they must retain a copy. 9. Assignments that breach the word count requirements will be penalised. There is a 10% discretion, either way, applicable in terms of word count. 10. Students are required to refer to the assessment regulations in their Student Guides and on the Student Website. 11. Dublin Business School penalises students who engage in academic impropriety (i.e. plagiarism, collusion and/or copying). 12. To prevent plagiarism please follow this link to the Harvard/OSCALA (delete as appropriate) Style Referencing Guide - all referencing is required in this format. http://issuu.com/dbslibrary/docs/harvard-referencing-guide/1?mode=a_p (Guide on referencing is also available under DBS library guides at www.library.dbs.ie)4 13. In relation to electronic submissions: A. All assignments should be submitted to your subject/course page on Moodle by the deadline date. B. It is the student’s responsibility to ensure their file is uploaded correctly. C. When an assignment is submitted, it is the student’s responsibility to ensure that the file is in the correct format and opens correctly. D. When you submit your assignment you will be asked to click on a button which will declare the following: By submitting this assignment I confirm that I am aware of DBS’s policy regarding cheating, plagiarism and all other forms of academic impropriety. The coursework submitted is my own or my group’s work, and all other sources consulted have been appropriately acknowledged. I am aware that in the case of doubt an investigation will be held. E. Include an electronic cover sheet with the following details to the front of the assignment: Electronic Assignment Cover sheet Please fill out and attach as the first page of Assignment. Student (s) Number as per your student card: ____________________________ __________________________ ____________________________ __________________________ _____________________________ __________________________ Course Title: Lecturer Name: Module/Subject Title: Assignment Title: No of Words: Note: Technical support is available to student between 0930- 1700 hrs only. There is no technical support after 1700 hrs. It is your responsibility to ensure that you allow time to troubleshoot any technical difficulties by uploading early on the due date. .