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MKT328m-Group Project - FA23

The document outlines a group assignment for a digital marketing campaign. Students will plan and implement a campaign for a real client. They must analyze the client's business, customers, and online presence. Students will develop campaign objectives, strategies for channels and content, and an evaluation plan. They will present their recommendations and conclusions in a final report and presentation due October 22nd, 2023.

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84 views

MKT328m-Group Project - FA23

The document outlines a group assignment for a digital marketing campaign. Students will plan and implement a campaign for a real client. They must analyze the client's business, customers, and online presence. Students will develop campaign objectives, strategies for channels and content, and an evaluation plan. They will present their recommendations and conclusions in a final report and presentation due October 22nd, 2023.

Uploaded by

Hoàng Đặng
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MKT328m-Digital Marketing 2 FA23

Group Assignment & Presentation


- Assignment Brief:
In your group, plan and implement a digital marketing campaign for a client
(business/institution). Your client can be:
- A department/student club of FPT University
- A company/organization of your choice.
Below is the suggested outline for your group report:
I. Table of contents
II. Executive summary
III. Introduction
A. Client/Brand Analysis(Giữ lại tầm 1-2 cái cũ, như fb)
- Its business model and strategy for growth
- Its online presence (website traffic trends, social platforms)
- Its customers (with numbers, segments, demographics, etc.). Include tables for
segmenting the customers on the basis of demography, numbers etc.
B. Marketing research and Customer insights
- Secondary research
- Primary research
C. Campaign objectives and KPIs
IV. Campaign strategy and analysis(những chiến dịch để cải thiện điểm yếu: đẩy tương
tác,
A. Channel strategy(chia ra thời gian cho dự án, cô khuyên nên chọn nền tảng facebook,
lập fanpage mới)
B. Content strategy

C. Evaluation and control


(analyze the results of your
campaign benchmarked against the
Campaign objectives and KPIs)
MKT328m-Digital Marketing 2 FA23

Bảng kế hoạch mmkt cho tháng tiếp theo

V. Recommendations and Conclusions


A. How did your digital marketing campaign contribute to the overall marketing strategy of
that organization?
B. What recommendations can you give to the organization for their future digital
marketing strategy?
VI. References and Appendices
- Key criteria:

Understanding of digital marketing strategy theories (intellectual skills) 40%


• The description and representation of business model and strategy have been used
by the selected firm.
• The synthesis of data to produce a depth of understanding its online presence and
customers.
• Ability to critically analyse the customer insight
Understanding of digital data collection, analysis and visualization (subject 50%
knowledge and subject-specific skills)
• The extent to which channel and content strategy will be used.
• An ability to conduct an evaluation and control plan with tools and a real-life based
timeline
• An ability to provide further recommendations to the firm for their future digital
marketing strategy.
For report: Group Assignment: Written communication (transferable skills) 10%
• Structure, organisation and coherence
• Effective use of essay writing conventions
• Use of English grammar and spelling
• Correct Harvard referencing
For oral presentation: Group Project (transferable skills) 10%
• Slide
• Personal style
• Knowledge of the subject and topic
MKT328m-Digital Marketing 2 FA23

- Important notes:
o Hand-in date: Via LMS – 24h00: 22/10/2023
- Requirements of final work:
o Your final work should be formatted as a report. The recommended word limit is 5.000
words, although you will not be penalized for exceeding the total work limit.
o Include the Cover Sheet (as template) in front of your report and attach Group
Contribution sheet (as template) at the end of your report.
o Include a presentation PPT slides to defense your project with the lecturers.
o Name the file when sending to the LMS as prescribed:
[Student Group]. [Class].GA.MKT328m
MKT328m-Digital Marketing 2 FA23

MKT328m-Digital Marketing 2
Assignment Cover Sheet

Student Date Due: 22/10/2023


Group:

Student No of
Names: Words:

Topic: Word 5,000


count:
MKT328m-Digital Marketing 2 FA23

MKT328m-Digital Marketing 2
Contribution Sheet
Percentage of
Student Name Parts in-charge
contribution*

Total: 100%

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