MKT318m - Group Assignment Brief

GROUP ASSIGNMENT BRIEF
Work in a group of 5-6 students to create a digital marketing campaign, based on what we
learnt in the course, to promote a new product, a brand, an organization (e.g., a club or a
company), a person, or a behavior. There is no limit to your creativity (as long as your
campaign is not against the law). Based on the digital marketing plan, you will have 1 month
to execute the plan and report the results to the class.
Note that it will be beneficial for your team if you can contact a real company or organization
in the industry who is in need of a digital marketing campaign. They can provide you
practical issues, necessary data of the market and real-life experiences, which will help you
build a better and more practical digital campaign. The group who can connect with a
company or organization will get 1 bonus point for the group assignment report (accounting
for 30% of the final marks of the course).
GUIDELINES
For example, if you want to promote a new product of your own company. You can start by
working with your group to:
- Analyze the current industry or market, competitor, and target customers’ behaviors
- Identify the problem or the opportunity
- Develop a digital marketing campaign to promote the new product to your target
segments
Your digital marketing plan includes (but not limits to):

- Market, competitor and customer analysis
- Problem or opportunity identification
- Objectives of the digital marketing plan
- Key channels of communication
- Timeline of key activities
- KPIs (key performance indicators) of the key activities
- Expected budget for each activity
Once your plan has been approved by the lecturer, your group can start executing it.
By the end of the course, you will need to report your results to the class, via a group report
and in-class presentation.
Your report and presentation include (but not limit to):

- Market, competitor and customer analysis
- Problem or opportunity identification
- Objectives of the digital marketing plan
- Channels of communication
- Timeline of key activities
- Detailed results of the campaign (compared to KPIs)
- Financial report (if necessary)
- Recommendations for future activities
Milestone Value Type of Assessment Deadline
1. Digital marketing 10% Group presentation 22 September 2022
plan
2. Execution of the - - expected to be from
plan 23 September – 27
October 2022
3. Marketing report 30% Group report 27 October 2022
4. Marketing 20% Group presentation 07 November 2022
presentation
The first milestone will be presented to the class and evaluated by the lecturer and accounts
for 10% of the module’s final marks (also known as the in-class “activities” in the syllabus).
You need to submit the presentation slides on LMS in the beginning of the presentation.
Everyone in your group will need to present. Feedback will be given to the group so
necessary modification could be made timely.
You will have nearly 1 month to execute your plan and prepare marketing report, written in
English, which will be submitted on LMS (in PDF format) 1 week before the presentation
date. The word limit is 2000 words (around 10 pages) +/- 10%. This accounts for 30% of the
module’s final marks (also known as the “group assignment report” in the syllabus). Essay
format includes headings and sections but no numbering.
Presentation will be in English and in class. Slides must be uploaded on LMS (in PDF
format) before the presentation starts. Presentation will be in 15 minutes (+ 10 minutes for
Q&A). This accounts for 20% of the module’s final marks (also known as the “final project
group presentation” in the syllabus).
Late submission (-10% for each day late without written approval).
Every information used in the report and presentation slides needs to be cited and referenced
in Harvard referencing style, otherwise you will lose marks!
You must use a minimum of 5 references in your report and presentation.
ASSIGNMENT STRUCTURE (recommended, not compulsory)

1. Cover Page
2. Table of Content
List of Figures and Tables (if any)
3. Content of the Paper
4. Reference list
5. Appendix (if any)
FORMAT
1. Typed and double-spaced
2. Font: Times New Roman, Size: 12
3. File should be saved as PDF and submitted to LMS. Otherwise, you will lose marks!
REFERENCING
1. Papers with incorrect referencing will receive no more than a 6.0 grade
1. Papers with no in-text citations will receive no more than a 4.5 grade.
2. Papers with no reference list at the end of the assignment will receive no more than a
4.5 grade.
4. You must make reference to at least 5 sources.
5. Any Referencing Styles are accepted but be consistent throughout the paper!
6. Footnotes must not be used as a referencing style.
7. Wikipedia is not to be used as a reference.
8. Plagiarism is taken very seriously in this course.
PLAGIARISM
To avoid plagiarism, you should first read and follow while writing paper:
https://www.scribbr.com/category/plagiarism/
https://www.scribbr.co.uk/referencing/harvard-style/

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GROUP ASSIGNMENT BRIEF

Your digital marketing plan includes (but not limits to):

Your report and presentation include (but not limit to):

You must use a minimum of 5 references in your report and presentation.

ASSIGNMENT STRUCTURE (recommended, not compulsory)

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