CUT3246027CL Digital Content Marketing Plan for Singapore B2C SMEs Coursework

Coursework 1 [Individual]

Assessment Criteria

• Focus and Overall Effort: Evidence of good research, understanding, and knowledge of the subject, including analytical insight and originality.
• Evidence of Research: Appropriate academic and industry sources consulted throughout all components of the report; engagement with the course content (reading materials, reports, resources).
• Clear Recognition of the Brand and Its Target Audience: Gives industry, company, and product background, assumptions, and limitations. Clearly explains the aims and objectives of the report.
• Critical Evaluation of the Current Digital Marketing Strategy: What are the notable success stories and failures from your company in the digital environment?
• Strategic Tactics Outlined to Bring Brand Success: The tactics outlined should fit with existing marketing activities for the brand.
• Appendices: Inclusion of content, digital audit, and content calendar relevant to the brand in question.
• Creativity, Credibility, and Originality: Presented throughout the report.
• Structure and Presentation: Report is well-presented with attention to formatting, presents information and facts in an organised manner, and cohesion shown throughout.
• Logic and Quality of Recommendations: Clear alignment between analysis of the company and recommendations provided.

Content Criteria

• Clarity and Structure of Narrative: Does the content tell a story? Can the reader/viewer understand the intended aims of the piece?
• Content Created for a Specific Digital Audience and Channel: Concise, visual, straightforward; language and tone matching the platform and the audience’s needs, interests, and communication characteristics.
• Evidence of Critical Thinking and Reflective Analysis: The content produced should align with the recommendations in the content marketing plan.
• Engaging Content: Use social media and digital trends data and ideas to captivate readers/viewers.
• Presentation of Material: Quality of video and images, layout, etc.

Business Report Format

• 1. Executive Summary (Not in word count)
• 2. Introduction and Background of the Company
• 3. Market Analysis / Digital & Social Media Audit / Competitor Analysis
• 4. Gaps in Digital Marketing for the Chosen Company
• 5. Objectives
• 6. Recommendations & Justification Digital Marketing Strategy (Provide samples of proposed digital works)
• 7. Conclusion
• 8. References
• 9. Appendix – Schedule Calendar

You are expected to locate and read at least 10 academic journal articles in addition to accessing practitioner reports and statistics, and a range of social media pages and websites.

Coursework 2 [Individual]

There is a simulation of a pitch to the chosen company: you are required to present your digital marketing strategy using PowerPoint to the management of the chosen company.

The duration of the presentation should be 10 minutes. You need to record your presentation (.mp4 / .avi / .flv format) and upload it into the Blackboard folder. A submission folder will be set up by the school.

Assessment Criteria for Presentation

• 1. Introduction
• 2. Digital / Social Media Audit
• 3. Competitor Analysis
• 4. Identify the Gaps in Digital Marketing for the Chosen Company
• 5. Recommend and Justify Your Strategy
• 6. Communication Skills
• 7. Editorial Care

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