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ADVT7510 Social Media Management
Emails, Extensions and Remarks
ADVT7510 EMAIL POLICY
The changes to education and learning in 2020 and onwards has brought about an extreme increase in emails. To ensure we can provide you with the best possible experience and support, the policy has been designed to manage emails. This policy must be adhered to.
Emails will be responded to during business hours
Post on the Discussion Board for assessment-related questions.
Allow up to 48 hours for email responses
Check the Frequently Asked Questions (FAQs) on Blackboard prior to emailing
Do not email for extension requests or remark requests
Do not email multiple times about the same query (allow 48 hours)
Assessment Overview
This course has three assessment pieces:
Social Media Marketing Campaign Part A (25%)
Social Media Marketing Campaign Part B (45%)
Digital Marketing Accreditation Reflection (30%)
The purpose of these assignments is to not only build social media marketing knowledge but also to develop practical skills for a career in (or with) social media.
Make sure you read all the assignment tips and notes within this guide as they contain important information about each of the sections of the assignments. See Blackboard for Frequently Asked Questions (FAQs).
Please note: The FAQs must be reviewed prior to emailing with assessment questions.
Social Media Marketing
Campaign Part A (25%)
Requirements: 3 pages maximum (does not include +/- 10%), 12pt font, consistent font style (use Times New Roman), 1.5 line spacing, 2.54cm margins (all), title page, consistent referencing style (preferably APA), in-text and reference list (not included in the page limit), professional format/layout.
Use paragraphs rather than dot points*. Only include required appendices.
Choose a company and design a new social media marketing campaign for them in Part A and Part B.
Report Sections:
Title page
1. Company Background
2. Situation Analysis
3. Campaign Objectives
4. Target Audience Profile
References
Appendices (Only those required in the guidelines)
Notes: The title page, references and appendices are not included in the page count. Any (academic) referencing style can be used as long as it is consistent.
*The dot points used in this guide show the information that must be included in the sections. How this information is presented is up to you (e.g. points grouped in one paragraph for discussion or discussed separately), as long as all required information is present. No dot points should be used for main discussion points.
Before you start: What does it mean to justify?
This assignment requires you to make decisions and justify those decisions. This means you must give good reasons for why these are the most appropriate (the best) decisions for this campaign.
*Title Page
There are no specific requirements for the title page; it does not need to be a UQ Business School page. Any report title page is fine provided it meets the professionalism criteria.
Company Background (4 marks)
This section must provide a brief overview of the chosen company.
This overview must cover the key components of the company background that will be important to understand who they are, what their aims are, and what social media decisions are most appropriate for them in the future.
The key components must include:
The type of company (who they are, what they do, the industry/sector they fit into)
The company's broad marketing communication objectives (key information about their previous marketing and communication efforts - e.g. purpose of communication efforts, traditional or social media channels and vehicles or both, and other key information)
Examples of company's prior social media communications (to be included in appendices - see section on appendices).
There are no limits to which company can be chosen, or on country or region - but choose carefully (see assignment tips above).
Situation Analysis (6 marks)
This section must provide an overview of the company's internal and external environment, and develop a SWOT.
The section must discuss in internal and external factors relevant to the chosen company, and based on these factors, provide a SWOT analysis.
The discussion must include:
Internal factors (e.g. mission, corporate culture, resources)
External factors (e.g. customers, competitors, industry/environment)
A SWOT analysis (i.e. strengths, weaknesses, opportunities and threats)
The SWOT analysis table/figure should be included as an appendix and discussed in the main text.
Campaign Objectives (4 marks)
This section must provide at least one objective (that you have developed) for the social media marketing campaign, and a justification for why this is the most appropriate objective.
The objective(s) needs to be specific, actionable and realistic for the client.
Use the SMART framework to develop the objective(s).
Target Audience Profile (6 marks)
This section must provide a profile of the target audience for the campaign you are developing.
The section must identify, discuss, justify, and profile the target audience.
Specifically, this section must include:
Discussion of who the target audience is. This must be a specific and identifiable group.
Discussion of the key consumer insights relating to the chosen group. These insights must be evidence-based and relevant to the specific decisions that will be made in your campaign.
Development and discussion of a target audience profile. The profile must be based on the consumer insights and be included in appendices.
Justification for all decisions and choices.
NOTE: More than one audience can be selected. However, a sufficient (and strong!) justification must be provided for why more than one is needed.
Similarly, more than one profile can be created if it is strongly justified.
These decisions are up to you but need to be clearly and convincingly justified.
*References
There are no minimum or maximum requirements for the amount of references. Some references will be needed (e.g. insights) how many are included depends on the quality of the source and the information it provides - some sources may provide detailed information and others may not.
Any (academic) referencing style is fine, provided it is used consistently.
For help with assignment writing and judging the quality of sources:
https://my.uq.edu.au/information-and-services/student-support/study-skills/assignment-writing/steps-writing-assignments
Appendices (3 marks)
Only appendices that have been identified as required in the guidelines must be included. No other appendices are allowed.
The following appendices are required:
Screenshots of two examples of company's social media communications
SWOT analysis table/figure
Target audience profile
*Formatting, Referencing and Communication (2 marks)
The report must to adhere to the 3-page maximum and have good formatting, referencing and communication (see criteria sheet).
Social Media Marketing
Campaign Part B (45%)
Requirements: 8 pages* (does not include +/- 10%), 12pt font, consistent font style, 1.5 line spacing, 2.54cm margins (all), title page (not included in page count), consistent referencing style (in-text and reference list), professional format/layout. Use paragraphs rather than dot points. Only include required appendices.
Report Sections:
Title page
1. Campaign Background (Part A Sections)
2. Social Media Strategy
3. Scheduling
4. Budget
5. Metrics and Measurement
6. Other Considerations
References
Appendices (Only those required in the guidelines)
Notes: The title page, references and appendices are not included in the page count. Any (academic) referencing style can be used as long as it is used consistently.
*Part A sections are included in the page count.
*Title Page
There are no specific requirements for the title page; it does not need to be a UQ Business School page. Any report title page is fine provided it meets the professionalism criteria.
Campaign Background (4 marks)
This set of sections must include the Part A sections (the same or revised - see the notes):
Company Background: the type of company and their broad communication objectives. NOTE: The examples of social media marketing included in Part A must be removed from the appendices and replaced with your own designs (see section requirements for the Social Media Strategy section)
Situation Analysis: an internal and external analysis of the chosen company, and a SWOT analysis based on the internal and external analysis. NOTE: The SWOT table/figure (whether the same or updated) must be included in the appendices. (See appendix requirements).
Campaign Objectives: At least one objective for the social media marketing campaign you are developing for the company, using the SMART framework.
Target Audience Profile: the specific and identifiable target audience and evidence-based consumer insights for that target audience, and based on these, a target audience profile.
NOTE: the target audience profile (whether the same or updated) must be included in the appendices (See appendix requirements).
Social Media Strategy (15 marks)
The purpose of this section is to determine the most appropriate strategic decisions for the social media marketing campaign.
This section must include:
Identification, discussion and justification of the most appropriate zone of social media for your specific social media marketing campaign.
Identification, discussion and justification of two vehicles (channels), within the chosen zone, for social media postings.
Discussion and justification of the best content for each of the two chosen vehicles with reference to at least one specific tactic (one tactic total is fine or one per vehicle). A brief content strategy document must be included as an appendix.
Discussion of the specific creative decisions for each of the two chosen vehicles. Specifically, what will the posts look (and/or sound) like? What creative decisions will be made? One post (or other type of content)* will need to be made for each of the vehicles - these two must be included as appendices.
*This means you must create two posts in total to be included in the appendices. The posts need to be for different vehicles (two vehicles in total; one post each).
This is arguably the most important part of the assignment, and has the highest mark allocation.
Scheduling (5 marks)
This section must provide details of the scheduling decisions that will be made and why these are the most appropriate for the campaign.
This section must include:
A brief discussion of what the campaign will involve regarding scheduling. This discussion should make reference to the quantity (i.e. how many) and frequency (i.e. how often) of posts, with justification of decision (tip: think about the objectives of the campaign).
A simple content calendar to be included in the appendices (see requirements).
Budget (5 marks)
This section must provide details of the proposed costs and budget decisions that will be made and why these are the most relevant/appropriate to for the campaign.
This section must include:
A brief discussion of the types of costs that will be considered in the campaign, with specific examples of the types relevant to the campaign.
An estimation of the costs of these specific types. The estimates must be evidence-based and sources used must be referenced.
A simple budget that includes the estimates. The budget must include a total estimate for the campaign. The budget table/figure must be included in the appendices.
Metrics and Measurement (5 marks)
This section must include details of campaign measurment.
The Key Performance Indicators (KPIs) that will be set to assess the campaigns, and justification of why these are the most appropriate for the specific campaign.
Any other metrics, other than those that relate to the KPIs, that you will measure as part of the campaign.
Details of the processes of measurement: how the metrics will be measured and how the measured numbers will be assessed (i.e. bench marks, comparisons, etc).
Other Considerations (4 marks)
This section must include at least two other considerations.
The first consideration must relate to legislative and/or regulatory aspects of social media marketing campaigns, and be relevant to this specific campaign.
The second consideration can be any other consideration that is relevant to the specific campaign. The consideration cannot be one that relates to any of the other sections of this report, even if it was not mentioned in that section.
Additional considerations can be included but only two are required.
*References
There are no minimum or maximum requirements for the amount of references. Some references will be needed (e.g. insights, budget, etc.), how many are included depend on the section and the quality of the source (and the information it provides).
Any (academic) referencing style is fine, provided it is used consistently.
Appendices (5 marks)
Only appendices that have been identified as required in the guidelines should be included. No other appendices are allowed.
The following appendices are required:
SWOT analysis table/figure (From Part A - can be the same or updated)
Target audience profile (From Part A - can be the same or updated)
Basic content strategy document
Two posts (or other content) that you have created
NOTE: If these are not in English, an exact translation must be included in addition to the created posts
Basic content calendar
Simple budget with approximate costs
*Formatting, Referencing and Communication (2 marks)
The report needs to adhere to the 8-page maximum and have good formatting, referencing and communication (see the marking rubric).