CSS 304 Digital Marketing Final Assignment GENERAL INSTRUCTIONS • This project must be done individually or in groups of two (max) provided that the two students are working for the same company. • This assignment must be submitted in softcopy only on the assigned due date to [email protected] • Hardcopy submissions will not be accepted PRESENTATION OF ASSIGNMENT • You must include a title page that lists your name, Student ID and the unit number and title. • Number all pages sequentially. • Any published material you refer to must be properly referenced (Harvard Referencing) and included in a reference list at the end of your assignment. ASSIGNMENT SUBMISSION DEADLINE Due Date: Thursday, 18th May 2017 Weighing: 80% of total assessment LATE ASSIGNMENT SUBMISSION POLICY Any student submitting their assignments 2 days after the designated deadline will be considered as a Late Assignment Submission which will incur a penalty of CHF 100/SAR 390. The penalty amount will be automatically added to your subsequent month's Course Fee. NOTE: The first page of each assignment must include the following declaration: I certify that this assignment is my own work, based on my personal study and/or research, and that I have acknowledged all material and sources used in the preparation of this assignment whether they be books, articles, reports, lecture notes, any other kind of document, electronic or personal communication. I also certify that the assignment has not previously been submitted for assessment in any other course or at any other time in this Course, unless by negotiation, and that I have not copied in part or whole or otherwise plagiarised the work of other students and/or persons. I have read the GBS policy on plagiarism and understand its implications. Assignments that do not include the above declaration will not be marked. PLAGIARISM Plagiarism is a form of cheating, by representing someone else's work as your own or using someone else's work (another student or author) without acknowledging it with a reference. This is a serious breach of the Academic Regulations and will be dealt with accordingly. Plagiarism occurs whenever you do any of the following things without acknowledging the original source: • Copy information from any source (including the study guide, books, newspapers, the internet) • Use another person's concepts or ideas • Summarize or paraphrase another person's work. How do I avoid plagiarism? To ensure you are not plagiarizing, you must acknowledge with a reference whenever you: • use another person's ideas, opinions or theory • include any statistics, graphs or images that have been compiled or created by another person or organization • paraphrase another's written or spoken word You are required to use the below mentioned referencing system: The Harvard Referencing System; e.g. 'Smith (1985) listed five key factors' FINAL ASSIGNMENT CASE STUDY: YOUR NEW COMPANY Learning Goal By doing this final assignment you will be able to understand a global overview of a digital marketing strategy. Situation It turns out that you have been promoted within the company you are nowadays working (congratulations!). You have a new role for a month as a Digital Marketing consultant. Your mission is analyzing the current digital situation of your company and industry and make a report with recommendations. Alternative: If you are not working in a company or you think your company is not a good example for this exercise, we suggest you choose a Hotel company. • See in the following pages the blocks of this document...   A: Executive Summary of your report [10 marks] An executive summary is an overall summary of the entire report. It should have 3-4 short paragraphs: Paragraph 1: Based on the Introduction (Introduce the topic of your report) Paragraph 2: Summary of the body (Indicate main subjects examined in the discussion section of your report) Paragraph 3: Summary of the conclusions Paragraph 4: Outline recommendations, if any, in bullet points NOTE: This is a summary of the entire report so you cannot write it until you have completed the report (you cannot summarize a report you have not yet written). Even though it appears first, the Executive Summary is one of the last things you will write. Table of Content Introduction 1 1. Topic 1 2 1.1 Sub Topic 1 2 1.2 Sub Topic 2 2 1.2.1 Sub Topic 2.1 3 1.2.2 Sub Topc 2.2 4 1.3 Sub Topic 3 4 1.3.1 Sub Topic 3.1 4 1.4 Sub Topic 4 4 1.4.1 Sub Topic 4.1 5 Conclusion 6 References 7 List of Figures Figure 1 8   B. Introduction of your report [5 marks] In this part of your assignment you will required to give details introduction about the chosen hotel. The introduction should generally include three key types of information. 1) Background This section sets the context for the report and provides the (brief) background information required for the reader to understand the report. NOTE: Detailed company background should not be included here. It is best discussed in the body of the report 2) Aims/Objectives This tells the reader what the aims/objectives of the report are. It indicates what key questions the report is trying to answer and what it is trying to achieve. Why was it written? 3)Scope Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how the report is organized. Look at your plan and consider your headings and sub-headings. C. Body of your report [70 marks] 1. Industry overview: Make an overview analysis of your industry regarding the level of digitalization. Describe if there are different business models in it. 2. Company Goals: Describe which are the main objectives you try to achieve for the company with this Digital Strategy and if they are aligned with the general goals of the company (try to make S.M.A.R.T. goals). 3. Internal Digital Marketing analysis: 3.1. Internal digital overview: Analyze the current digital marketing resources of your company (web, social media, SEO efforts, SEM or advertising, Video marketing, Mobile, emailing...) 3.2. Social Media Focus: which social media networks are you using and what is the usage of each network. 4. External working areas: 4.1. Analyze your top 3 competitors (web, social media, SEO efforts, SEM or advertising, Video marketing, Mobile, emailing...) 4.2. Build a table with the size of the community (number of followers) of every player (your company and 3-5 competitors) in the different social media networks 5. Reference company: Identify a company (it doesn't need to be in your industry or country) that you take as an inspiration and list the reasons that one is inspiring you (regarding Digital Marketing) 6. SWOT analysis: Identify Strengths, Weaknesses, Opportunities and Threads within the analyzed areas. 7. Plan: Plan your improvement with specific actions 8. Calendar: Define a potential calendar for the proposed actions in previous question 9. KPIs: Define the main KPIs you will be reviewing for controlling success   Body References The body must be fully referenced throughout, using Harvard Referencing Guidelines (In-text referencing) to support ideas. It should be organized logically, using topic headings, subheadings and minor subheadings to break it into sections and sub-sections. All headings must be numbered sequentially. In-text Referencing: If you take any information from the textbook, website, etc, you will need to mention it between the lines within your report. Example for textbook referencing: Support organizations are those that use IS primarily for activities such as transaction processing. (Neville, 2010, p.76)(Author’s last name, Year of Book Publication, Page number of the book) Example for website referencing: In a management information system, modern, computerized systems continuously gather relevant data, both from inside and outside an organization.(BBC, 2008) (Name of the Website, Year) D. Conclusion of your report [5 marks] This is your final chance to impress the reader so make it powerful. Most conclusions include three main parts i) stating the aim/ context of the assignment again ii) followed by a very brief summary of the main points iii) final comments often considering the future (for eg: what can be done to improve the implementation of an intervention in the future) E. References of your Report [5 marks] Citation: Last page of your assignment must include the complete list of the references used during the completion of your assignment with all the details. Format for referencing from print media like books: FAMILY/SURNAME, Initials. (Publication year in brackets) Book title - italicised or underlined.Series title and volume if applicable. Edition – if not the first. Place of publication: publisher. Example: NEVILLE, C. (2010) The Complete Guide to Referencing and Avoiding Plagiarism. 2nd Ed. Maidenhead: Open University Press. Format for referencing from electronic sources: Author of website FAMILY/SURNAME, Initials or WEBSITE name if no author is available. (Year - in brackets) Title of website in italics or underlined. Any numbers if necessary or available if website is part of a series. [Online in square brackets] Available from: URL. [Accessed: followed by date in square brackets]. Example: BBC NEWS. (2008) Factory gloom worst since 1980. [Online] Available from: http://news.bbc.co.uk/1/hi/business/7681569.st m. [Accessed: 19th June 2012]. F. Assignment formatting [5 marks] Page Numbering, Header, Footer, etc.   Rubric-Assignment Part A Excellent Good Average Needs Improv. Marks Allocated Marks Received A: Executive Summary 10 Paragraph 1: Based on the Introduction (Introduce the topic of your report) Paragraph 2: Summary of the body (Indicate main subjects examined in the discussion section of your report) Paragraph 3: Summary of the conclusions Paragraph 4: Outline recommendations, if any, in bullet points B. Introduction 5 Background This section sets the context for the report and provides the (brief) background information required for the reader to understand the report. NOTE: Detailed company background should not be included here. It is best discussed in the body of the report b) Aims/Objectives This tells the reader what the aims/objectives of the report are. It indicates what key questions the report is trying to answer and what it is trying to achieve. Why was it written? c) Scope Tell the reader exactly what areas/ideas are covered in the report. This also helps to explain how the report is organized. Look at your plan and consider your headings and sub-headings. C. Body Industry Overview 5 List your main goals 5 Analyze the Internal digital resources of your Company 10 Analyze your top 3 competitors (regarding digital marketing) 15 Building a Community Table 5 Indentifying an inspiring company 5 Perform SWOT Identify at least 2 areas to improve (regarding digital marketing) 5 Plan your improvement with specific actions 10 Define a potential calendar for the proposed actions 5 Define the main KPIs you will be reviewing for controlling success 5 D. Conclusion 5 1. Stating the aim/ context of the assignment again followed by a very brief summary of the main points 2. Final comments often considering the future (for eg: what can be done to improve the implementation of an intervention in the future) E. Harvard Style of References 5 F. Assignment Formatting (Page Numbering, Header, Footer, etc.) 5 Total 100