ASSESSMENT GUIDE
MARK3085
Digital Marketing and Web Analytics
Term 3, 2024
Assessment Task Weighting Due Date* Learning
Outcomes
Assessment 1: Online Dashboard 20% Week 5, Friday 11pm CLO 1, 2, 3
Assessment 2: Individual Report
Digital Crisis Plan
30% Week 7, Friday 11pm CLO 1, 2, 3, 4
Assessment 3: Digital Marketing Plan
Digital Marketing brief (5%)
Digital Marketing Plan Report (25%)
30%
Week 4, during tutorial
Week 10, Friday 11pm
CLO 1, 2, 3, 4, 5
Assessment 4: Agency Pitch
Presentation (15%)
Tutorial Participation (5%)
20%
Week 9, during tutorial
Week 2, 3, 5, 7, 8 tutorials
CLO 1, 2, 3, 5
* Due dates are set at Australian Eastern Standard Time (AEST). If you are located in a different time-
zone, you can use the time and date converter.
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Course Learning Outcomes (CLO)
• CLO1: Develop a digital marketing plan to address a business problem and communicate it
effectively to technical and non-technical stakeholders (PLO1, PLO2, PLO3)
• CLO2: Examine digital analytics to identify consumer behaviours and draw connections to
marketing strategies. (PLO1, PLO2)
• CLO3: Evaluate the effectiveness of a digital marketing campaign and make recommendations
suitable for a culturally diverse context (PLO1, PLO6)
• CLO4: Examine the ethical issues regarding data analytics and apply relevant approaches to
prevent and mitigate ethical risks. (PLO1, PLO5)
• CLO5: Operate collaboratively with team members and contribute towards achieving desired
results. (PLO4)

* Please check this link for Program Learning Outcomes for UNSW Business School.
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Assessment Details
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Due Date Weighting Format Length/Duration Submission
Academic integrity
First, for any assessments submitted, you should maintain academic integrity. Plagiarism
undermines academic integrity and is not tolerated at UNSW. Please cite others’ words when you
want to use them to support your ideas and proposals. Please refer to the UNSW Harvard
referencing guide for citations and references.
Please refer to UNSW Plagiarism policy online.

Use of Generative Artificial Intelligence
As assessment tasks in MARK3085 involves some planning or creative processes, you are
permitted to use software to some extent. In the instructions for each assessment, you’ll read to
what extent software like ChatGPT can be utilised. If you use AI in the writing of your assessment,
you should always clearly acknowledge this (e.g. via a footnote). It is a good idea to keep copies
of the initial prompts to show your lecturer if there is any uncertainty about the originality of your
work. If the outputs of generative AI such as ChatGPT form a part of your submission, it will be
regarded as serious academic misconduct and subject to the standard penalties, which may
include a fail (F) and mark of zero for the course, through to suspension or exclusion.
Please refer to UNSW Guide on Use of AI for assessments online.

Turnitin
Turnitin is an originality checking and plagiarism prevention tool that enables checking of
submitted written work for improper citation or misappropriated content. Each Turnitin
assignment is checked against other students' work, the Internet and key resources selected by
your Course Coordinator.
If you are instructed to submit your assessment via Turnitin, you will find the link to the Turnitin
submission in your Moodle course site. You can submit your assessment well before the deadline
and use the Similarity Report to improve your academic writing skills before submitting your final
version.
You can find out more information in the Turnitin information site for students.


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Late Submissions
The parameters for late submissions are outlined in the UNSW Assessment Implementation
Procedure. For the course, if you submit your assessments after the due date, you will incur
penalties for late submission unless you have Special Consideration (see below). Late submission
is 5% per day (including weekends), calculated from the marks allocated to that assessment (not
your grade). Assessments will not be accepted more than 5 days late.

Extensions
You are expected to manage your time to meet assessment due dates. If you do require an
extension to your assessment, please make a request as early as possible before the due date via
the special consideration portal on myUNSW (My Student profile > Special Consideration). You
can find more information on Special Consideration and the application process below. Lecturers
and tutors do not have the ability to grant extensions.

Special Consideration
Special consideration is the process for assessing the impact of short-term events beyond your
control (exceptional circumstances), on your performance in a specific assessment task.
What are circumstances beyond my control?
These are exceptional circumstances or situations that may:
• Prevent you from completing a course requirement,
• Keep you from attending an assessment,
• Stop you from submitting an assessment,
• Significantly affect your assessment performance.
Available here is a list of circumstances that may be beyond your control. This is only a list of
examples, and your exact circumstances may not be listed.
You can find more detail and the application form on the Special Consideration site, or in the
UNSW Special Consideration Application and Assessment Information for Students.

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Assessment 1: Online Dashboard
Week 5, Friday 11
th October at 11pm
20% in total

PDF file of the Online Dashboard

Turnitin submission via Moodle

Assignment Overview:
The purpose of this assignment is to demonstrate your Data Analysis and Reporting skills. Your
task is to create a Digital Marketing and Web Analytics online dashboard using Google Looker
Studio that presents data and insights on website performance of Beachvolleyball.com.au.

Company Overview:
Beachvolleyball.com.au is a small business that provides beach volleyball training in Manly and
Maroubra, organises beach volleyball tournaments, and sells a select number of beach
volleyball related items on their website. Training sessions, called ‘squads’, can be booked via
third-party platform MindBody. Web analytics data and information generated in the MindBody
platform have been excluded from this assignment.

Data Set:
The dataset for this assignment contains data from the Beachvolleyball.com.au Google
Analytics account. Access to their GA account cannot be provided to all students, so you’ll work
with a data file instead. The data file will be available on Moodle in week 1. The file includes
multiple tabs, each of which needs to be added individually as a resource to your Looker Studio
dashboard. Detailed instructions on how to add these data sources to your Looker Studio
dashboard is provided in an explainer video, published on Moodle.

Task description:
Create a dashboard in Google Looker Studio to visualise insights from the
Beachvolleyball.com.au Google Analytics account and comment on the findings. Upload the
provided dataset as an additional data source and use this data to visualise the answers to the
questions listed below (1-10). For each question, add a text box next to its data visualisation to
provide a written response. Unless otherwise specified, all questions should refer to the period
from January 2023 to December 2023.
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1. What is the total revenue generated by Beachvolleyball.com.au website in 2023? How did
revenue trend per month? What was the most profitable month (refer to revenue)?
2. How many transactions have been completed? How did the number of transactions trend
per month? Explain (in written format only) the discrepancies between the monthly
number of transactions and revenue.
3. Which 3 items have been sold most often? And which items have generated most
revenue?
4. What is the average order value for customers who made a purchase? How did the
average order value trend per month? In which month was the average order value the
highest? What could be a possible reason for this peak?
5. How many visitors have accessed the website in 2023. Which month showed most
website visitors? Does revenue follow the same trend?
6. How many times has the website been visited in 2023? Look a ‘sessions. What is the
average number of visits per user? Does this metric vary over the months? What could be
a reason for this variation?
7. Which channel has generated most sessions? Which channel has generated most
revenue? What is the portion in revenue per channel? What could be the reason for the
difference in performance per channel?
8. Which device has generated most sessions? Which device has generated most revenue?
What is the portion in revenue per device? What could be reasons for this behaviour?
9. After the home page, which page has been most visited? Show the top 10 pages,
excluding the home page. Of those top 10 most visited pages, on which page are people
most engaged (use ‘average session duration’ metric)? Which page has been most often
viewed by visitors? Provide rational on why these page(s) could be top performing pages.
10. Which age+gender segment generated most revenue in 2023? Generally, do males or
female generate more revenue? And which age group generates most revenue? Ignore
the ‘unknown’ segment and exclude ‘unknown’ results and insights from your report and
insights.
Write a concluding statement of 250-300 words at the end of your dashboard that summarises
2023 performance and explains 3 recommendations to improve future performance.

Guidelines and Requirements:
- Ensure that you clearly indicate the corresponding question number for each
visualisation + comments presented in the dashboard. This will help the evaluator to
easily identify and assess your responses.
- Limit your dashboard to a single page. The length of the page doesn’t have limitations.
Page length settings could be adjusted to display all requirement elements. In Looker
Studio, go to ‘Page’ menu item > Current Page Settings > in the ‘Current Page Settings’
menu on the right-hand side, click on ‘Style’ > adjust ‘Height’ to lengthen the size of the
dashboard.
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- Use as many tables or graphs to visualise performance and answer the questions as you
think would be required, but don’t make it look overly crowded and cluttered. Often, less
is more.
- You have the flexibility to address multiple questions within a single table or graph. This
approach allows you to demonstrate your ability to present complex information
efficiently and effectively. However, ensure that the table or graph remains clear and easy
to interpret, avoiding overcrowding or confusion.
- Use colour and chart types strategically to enhance the visual appeal and clarity of your
dashboard. Select colours that aid in highlighting key information and employ a variety of
chart types to effectively represent different data relationships.
- Base your insights solely on the data available in the provided data set in combination
with commonly known information, e.g. seasonality. Avoid relying on external resources,
theories, or frameworks. This allows for an assessment of your ability to derive insights
directly from the provided data and showcase your analytical skills.
- Export your dashboard as a PDF file for submission. Ensure that the PDF format
preserves the visual elements and overall layout of your dashboard accurately. Submit
the PDF file through Turnitin.

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Marking Rubric Online Dashboard
Criteria Fail Pass Credit Distinction High Distinction
Data
Integration
&
Formatting
(10%)
Data sources are
missing or
incorrectly added.
Data is poorly
formatted, with little
to no use of
appropriate formats
such as percentages,
currency symbols, or
decimal places. The
presentation is
confusing and lacks
clarity.
Some data sources
are added; significant
issues in integration.
Some data is
formatted correctly,
but there are
noticeable
inconsistencies, such
as incorrect use of
percentages,
currency symbols, or
decimal places. The
overall presentation
is somewhat clear
but could be
improved.
Data sources are
added but with
noticeable issues in
integration.
Most data is
formatted correctly,
with only minor
inconsistencies in
the use of
percentages,
currency symbols, or
decimal places. The
presentation is clear
and understandable.
Most data sources are
correctly added and used;
minor issues in integration.
Data is well-formatted, with
consistent and correct use
of percentages, currency
symbols, and decimal
places. The presentation is
clear, professional, and
enhances understanding.
All data sources are correctly
added and used; seamless
integration across multiple tabs.
All data is impeccably formatted,
with precise and consistent
application of percentages,
currency symbols, and decimal
places. The presentation is highly
professional and significantly
enhances the clarity and impact of
the dashboard.
Data
Calculation
(10%)
Metrics are
calculated
incorrectly, leading to
significant
inaccuracies in the
dashboard. Little to
no effort to verify
calculations.
Some metrics are
calculated correctly,
but there are
noticeable errors that
impact the overall
accuracy of the
dashboard.
Verification of
calculations is
minimal.
Most metrics are
calculated correctly,
with minor errors
that do not
significantly affect
the dashboard’s
accuracy. Some
effort is made to
verify calculations.
Metrics are accurately
calculated with very few
errors. Calculations are
mostly verified, leading to a
reliable dashboard.
All metrics are calculated
accurately and thoroughly verified,
ensuring a high level of precision
and reliability in the dashboard.
Visualised
Data
Effectively
(20%)
The dashboard does
not include any data
visualisations, or the
visualisations are
inappropriate and do
not effectively
The dashboard
includes some data
visualisations, but
they are not clear or
do not effectively
present the data.
The dashboard
includes data
visualisations that
are clear and
effectively present
the data.
The dashboard includes a
variety of data
visualisations that are clear
and effectively present the
data, highlighting important
In addition to meeting the
distinction criteria, the dashboard
includes data visualisations that
are clear, engaging, aesthetically
pleasing, and demonstrate a high
level of sophistication.
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communicate the
data.
points and presenting
complex data relationships.
Provided
High-Quality
Insights
(25%)
The dashboard does
not provide any
insights, or the
insights are
inaccurate or
irrelevant.
The dashboard
provides limited or
superficial insights
that lack depth or
meaningful analysis.
The dashboard
provides high-quality
insights based on a
thorough analysis of
the data.
The dashboard provides
insightful and original
analysis, identifying
patterns, trends, and
opportunities that go
beyond basic
interpretations, and offering
high-quality insights and
valuable recommendations
for improvement.
In addition to meeting the
distinction criteria, the dashboard
provides insightful and original
analysis, identifying patterns,
trends, and opportunities that go
beyond basic interpretations, and
offering high-quality insights and
valuable recommendations for
improvement. The dashboard also
demonstrates a deep
understanding of campaign and
website performance.
User-
Friendliness
and Usability
(25%)
The dashboard is
difficult to navigate
and use, with a
confusing layout,
unclear labels, and
poor organisation.
Users struggle to find
and interpret key
information.
The dashboard has
some user-friendly
elements, but it lacks
consistency in
navigation and
organisation. Some
labels are unclear,
and the layout may
cause confusion in
locating or
understanding
information.
The dashboard is
generally user-
friendly, with a clear
layout and mostly
intuitive navigation.
Labels are clear, and
key information is
relatively easy to find
and interpret, though
some minor
improvements could
be made.
The dashboard is well-
designed with a user-
friendly layout and intuitive
navigation. Labels are clear
and informative, and key
information is easy to find
and interpret. The overall
design enhances the user
experience.
The dashboard is exceptionally
user-friendly, with an intuitive and
well-organised layout. Navigation
is seamless, labels are precise and
informative, and key information is
immediately accessible. The
design significantly enhances the
user experience, making the
dashboard highly effective and
easy to use.
Concluding
Statement
(10%)
Provides a superficial
or incomplete
summary of
performance, failing
to capture essential
metrics and trends
effectively.
Provides
recommendations
Offers a limited
summary of
performance,
missing several key
metrics or trends,
and lacks meaningful
analysis.
Recommends
improvements, but
Provides a basic
summary of the
performance,
highlighting some
key metrics and
trends, but lacks
depth and insight.
Offers
recommendations
Summarises the
performance adequately,
touching on most key
metrics and trends, but may
lack depth in some areas.
Provides three
recommendations for
improvement, but they may
Provides a thorough and insightful
summary of the performance of
Beachvolleyball.com.au in 2023,
covering key metrics and trends
comprehensively.
Offers three actionable and well-
supported recommendations for
improving future performance,
UNSW Business School 10

that are unclear,
impractical, or fail to
address key areas of
opportunity
effectively.
the suggestions are
vague or lack
relevance to the
observed
performance.
for improvement, but
they are somewhat
generic or lack clear
actionable steps for
implementation.
lack specificity or clarity in
implementation.
addressing key areas of
opportunity.
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Assessment 2: Individual Report
Week 7, Friday 25
th October at 11pm
30% in total

Turnitin submission via Moodle

Min 1500 to max 2000 words (All included except cover sheet, references, and
appendices). Any content written beyond the word limit will not be marked.

Assignment Overview:
The purpose of this assignment is to demonstrate how digital marketing strategies and digital
channels may be used to manage potential brand crises. Using a real-world example of a public
crisis or backlash a company has received in the past, your task is to draft a digital
management crisis plan for if a new crisis would happen today – in 2024. An example of this
would be the Pepsi Kendall Jenner ad or the WeWork IPO Fiasco from 2019.
You are expected to review current digital marketing strategies and digital channels along with
their analytics, explore ways to manage the crisis, and provide long-term solutions in managing
the company’s digital presence moving forward.

Task description:
Your task is to select a significant public crisis or backlash experienced by a company between
2012 and 2022. This could involve contentious advertising campaigns, product failures, or
social media controversies, regardless of whether the issue originated online. It's crucial that
the chosen incident is substantial enough to necessitate a response from the company.
Your objective is to devise a digital marketing strategy to address a future crisis, leveraging the
digital channels under your company's control.

Your plan should include:
1. Context to the crisis that occurred in 2012-2022:
• What went wrong?
• How severe was the issues?
• Which stakeholders have been impacted? How was each stakeholder impacted?
• Support with analytics (e.g. from Similarweb.com, Google Trends)
2. Analyse of company response:
• Explain the company’s response in clear stages. This could include both offline
and online actions.
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• Compare with another company’s crisis. Select a similar crisis.
• What did they both do?
• What did they do differently?
• What can your business learn from them?
3. Review company’s current digital marketing strategies:
• What are their latest digital marketing activities? What would have been the
objective of these activities? (see Meta Ad Library and Google Transparency
Centre)
• Evaluate their social media platforms:
• Following trends (use e.g. Social Blade)
• Campaigns and ads
4. Design a short-term execution strategy on addressing immediate public perception (if a
new crisis would occur):
• Prepare a brief crisis communication plan.
• Include a social listening plan to overcome the crisis.
• Include 3 content pieces as part of the communication plan, e.g. social media
posts. For each piece: list its target audience(s), and on which platform(s) the
content should be published.
• Provide recommendations on how to adjust current in-market advertising & paid
channels.
• Adress how to tailor key communications across different owned digital
platforms.
5. Develop a long-term crisis management plan:
• Develop a comprehensive stakeholder (e.g., customers, employees, partners,
regulators, and the media) communication plan that includes ethical practices to
overcome crisis.
• Describe a marketing strategy to improve brand perception for consumers via
digital channels.
• Provide a future strategy to prevent risks of this crisis happening again.

Guidelines and Requirements:
1. It is recommended your chosen company be big enough that it has enough presence
with digital channels and social media.
2. Although the original issue may have happened in the past, due to the context of 2024,
you may assume a different solution for a future crisis to be better.
3. You must reference all non-original work, e.g., if you take an idea from an academic
journal article, book, magazine, or website, artificial intelligence tools, you must reference
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it. Do not reference lecture notes/PowerPoint, you must go to the original source, i.e.,
book, article, magazine, website.
4. You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.

Additional format requirements:
• Font: Headings - Font size: 14; main text - Font size: 12. Use a commonly used font.
• Space: Double-spaced throughout the paper.

Reference list
• This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School.
https://www.business.unsw.edu.au/Students-
Site/Documents/Harvardreferenceguide.pdf
• You must reference all non-original work, e.g., if you take an idea from an academic
journal article, book, magazine, or website, artificial intelligence tools, you must reference
it. Do not reference lecture notes/PowerPoint, you must go to the original source, i.e.,
book, article, magazine, website.
Appendix (if applicable)
You are free to include an appendix; however, no mark is allocated to the information contained
in the appendix.

Generative AI Permission Level: Simple Editing Assistance
In completing this assessment, you are permitted to use standard editing and referencing
functions in the software you use to complete your assessment. These functions are described
below. You must not use any functions that generate or paraphrase passages of text or other
media, whether based on your own work or not.
If your Convenor has concerns that your submission contains passages of AI-generated text or
media, you may be asked to account for your work. If you are unable to satisfactorily
demonstrate your understanding of your submission you may be referred to UNSW Conduct &
Integrity Office for investigation for academic misconduct and possible penalties.
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Marking Rubric Digital Crisis Plan
Criteria Fail Pass Credit Distinction High Distinction
Analysis and
context of brand
issue (20%)
The assignment does not
provide any relevant
context to the brand
issue.
The assignment
provides an analysis of
the brand issue without
considering the
relevant context.
The assignment provides
an analysis of the brand
issue and considers the
relevant context, but in a
limited manner.
The assignment provides a
comprehensive analysis of
the brand issue and how it
may have changed due to
the relevant context.
In addition to meeting
the distinction criteria,
the assignment goes
above and beyond by
considering multiple
contextual paradigms.
Review of brand’s
digital marketing
strategy (20%)
The assignment does not
effectively review any of
the brand’s digital
channels or online
advertising.
The assignment
includes a review of the
brand’s digital channels
or online advertising.
The assignment reviews
both the brand’s digital
channels and online
advertising strategy but
does not consider all
channels.
The assignment effectively
reviews all the brand’s
digital channels and online
advertising strategy.
In addition to meeting
the distinction criteria,
the assignment's
review has great
attention to detail, as
well as how this is
relevant to the issue
that has recently
happened.
High-quality short-
term solutions
(25%)
The strategy is poorly
developed, lacking a
clear crisis
communication plan,
social listening
approach, and content
pieces. There is little to
no consideration for
adjusting in-market
advertising or tailoring
communications across
digital platforms.
The strategy includes
basic elements such as
a brief crisis
communication plan
and social listening
approach, but these are
underdeveloped or
generic. Content pieces
are present but lack
clear targeting or
platform-specific
considerations.
Recommendations for
adjusting advertising
and tailoring
communications are
minimal and lack depth.
The strategy is fairly
comprehensive, with a
clear crisis
communication plan and a
reasonable social listening
approach. Content pieces
are well-conceived, with
some attention to target
audiences and platform
selection.
Recommendations for
adjusting advertising and
tailoring communications
are practical but could be
more detailed.
The strategy is well-
developed, featuring a solid
crisis communication plan
and an effective social
listening approach. Content
pieces are thoughtfully
designed, with clear
identification of target
audiences and platform
choices. Recommendations
for adjusting advertising
and tailoring
communications are
detailed and show a strong
understanding of the digital
landscape.
The strategy is
exceptionally well-
crafted, with a robust
crisis communication
plan and a proactive
social listening
approach. Content
pieces are highly
relevant, with precise
targeting and platform
selection that aligns
perfectly with the crisis
context.
Recommendations for
adjusting advertising
and tailoring
communications are
insightful, detailed, and
demonstrate a deep
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understanding of how
to effectively manage
public perception
across digital
platforms.
High-quality long-
term solutions
(25%)

The long-term crisis
management plan is
poorly developed, with
minimal or no
stakeholder
communication plan.
The marketing strategy
to improve brand
perception is either
missing or irrelevant, and
no future strategy to
prevent similar crises is
provided.
The plan includes basic
elements of a
stakeholder
communication plan,
but it lacks depth and
fails to fully address
ethical practices. The
marketing strategy to
improve brand
perception is
underdeveloped, and
the future strategy to
prevent risks is vague
or incomplete.
The plan is reasonably
comprehensive, with a
clear stakeholder
communication plan that
considers ethical
practices. The marketing
strategy to improve brand
perception is relevant and
practical, and a future
strategy to prevent similar
crises is outlined with
some thoughtfulness.
The plan is well-structured,
featuring a thorough
stakeholder communication
plan that incorporates
ethical practices effectively.
The marketing strategy to
improve brand perception is
detailed and well-aligned
with the brand's long-term
goals. The future strategy to
prevent similar crises is
well-conceived and
demonstrates a strong
understanding of risk
management.
The plan is
exceptionally well-
crafted, with a
comprehensive and
ethically sound
stakeholder
communication plan.
The marketing strategy
to improve brand
perception is
innovative, detailed, and
highly effective. The
future strategy to
prevent risks is
proactive, insightful,
and demonstrates a
deep understanding of
both crisis
management and long-
term brand
sustainability..
Formatting and
references (10%)
The assignment lacks a
clear structure,
coherence, and proper
formatting.

There are significant
grammar and spelling
errors. References are
not followed any style.
The assignment has
some structure and
organisation, but it
lacks clarity and
contains several
grammar and spelling
errors. Many errors are
found in references/in-
text citations.
The assignment is well-
structured, coherent, and
properly formatted. It
demonstrates clarity of
thought, proper grammar,
and spelling.
The assignment is well-
structured, coherent, and
properly formatted.

Few errors are found in
references/in-text citations.
The assignment
showcases excellent
organisation, clarity,
and professional
formatting. It is virtually
error-free and
demonstrates a high
level of
professionalism.
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Assessment 3: Digital Marketing Plan
(Digital Marketing Brief; Digital Marketing Plan Report)

Digital Marketing Brief:
• Present Brief during tutorial during your week 4 tutorial
• Submit Briefing Doc within one hour after completion of your wk 4 tutorial
Digital Marketing Plan Report: Week 10, Friday 15th November at 11pm
30% in total:
• Digital Marketing Brief mark 5%
• Digital Marketing Plan Report mark 25%
Brief & Report: submit Word or PDF file format
• Brief: 800 to 1000 words. Complete provided briefing document.
• Report: Min 2500 and max 3000 words (excluding title page, references,
table of content, appendices)
Any content written beyond the word limit will not be marked.
Via Moodle Turnitin by group coordinator (1 submission per group)

Assignment Overview:
The purpose of this assignment is to translate overall business objectives to Digital
Marketing goals and activities that help drive business performance. In the first round,
your group will function as the marketing team of a selected company. Your task is to
create and handover a Digital Marketing brief to a Digital Marketing agency based on a
generic business brief. In the second round, your group will function as a Digital Marketing
agency and will receive a brief from a selected company (from a different project group)
and then create a Digital Marketing Plan which outlines how to achieve the company’s
Digital Marketing objectives. In the third round, students will present their digital marketing
plan to the rest of the class including the project group that briefed you.

Task description:
Round 1:
Your project group will select a start-up company. Your group will act as the marketing
team of that company and would have to complete the briefing document to share with a
Digital Marketing agency. Provide sufficient detail so that the agency would have enough
information to provide a detailed Digital Marketing Plan.
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Company selection:
• Company of your own choice > start-up company that needs to generate more
brand awareness, increase brand considerations, and grow yearly revenue.
• Groups will choose a company of their own choice. It’s recommended to choose a
company of interest or a company that operates in an industry to which students
have an affinity with.
Students will be in the role of competing marketing agencies looking to pitch for this
emerging business, with a budget of max $500,00 over the next financial year.

Round 2:
Your project group now functions as a Digital Marketing Agency. You will receive a briefing
document from a company and create and present the Digital Marketing Plan to the
project group that briefed you.

Briefing Guidelines and Requirements:
Complete the briefing document, to be downloaded from Moodle.

Digital Marketing Report Guidelines and Requirements:
Include these sections in your Digital Marketing report:

1. Title page (including student names, id, unit code, etc.)
2. Infographic (replaces traditional executive summary in visual format) which:
• Presents a brief visual summary of the main findings, goals, and
recommendations, helping readers find the plan’s major points quickly.
• The infographic should be fit into 1 page maximum.
3. Table of contents
4. Situational analysis that includes the following:
• Internal Analysis, including:
o Company background (industry, size, operations)
o Web analysis and current digital media campaign analytics (the analytics
available for public)
• External analysis, including
o Digital marketing technology trends
o Digital media consumption & trends
o Macro environment analysis
5. Competitor analysis of digital marketing strategies (3 competitors)
• Analyse SEO performance, Content Marketing strategy, Social Media
performance and strategy, website user experience.
6. Customer analysis and Customer Persona (1 persona)
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7. Objectives
• Include four objectives, one for each phase of the RACE Model
• Apply SMART criteria
• Objectives should be achieved within 1 year.
8. Digital Marketing Strategy
• Describe a top-line strategy for each phase of the RACE model
• Outline the different tactics that will describe how the strategy will be executed.
Include per tactic: short description of what the tactic entails, its purpose,
selected mediums and/or channels, KPIs to achieved within a year (in relation
to the objectives), short description of the execution process.
9. Content Marketing Plan
Outline when which content pieces will be published on which channel and medium.
No need to create content.
10. Create a campaign timeline outlining the timings for each of the different tactics
throughout the year. This should match with the strategy and content plan.
11. Forecast and Budget
• Demonstrate the expected results/outcomes of each tactic.
• Express how the budget will be spent amongst the different tactics, considering
the max $500,000 yearly budget.
• Demonstrate the cost of each tactic, considering the implementation and
campaign cost.
12. Conclusion
13. Appendices
14. References
15. Individual contributions to the report

Approach to the assessment task
You will be randomly assigned to a group of 4-5 students (exceptions will be managed by
teaching team) and analyse a digital marketing case and suggest a digital marketing plan
for the organisation/brand. The project will give you an opportunity to practice teamwork
skills and develop written communication skills.
Note: This assessment has both group and individual marking components and scaffolds
A4: Agency Pitch
The individual students’ efforts need to be integrated by the group into a solid digital
marketing plan for the organisation/brand using knowledge learnt in the course. This
project will require groups to explore alternative strategies to solve the problem identified.
The group will provide recommendations related to digital marketing given their overall
understanding of the company situation.
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Manage group dynamics
Working in your groups, you will need to have an initial meeting to decide your roles,
meeting schedule and time, etc. Equal contribution from group members is expected. It
is important to note that management of group dynamics is your responsibility. You are
expected to actively manage the group meetings and activities and record members’
contributions. For a group to perform well, it is essential to:
• have clear responsibilities for each member.
• have consistent group norms, such as regular meetings, communication, division of
labour, and quality of work.
• clearly document procedures and agreed outcomes.
• take note of the meeting discussions and group dynamics. Individual group
members should keep a journal detailing all the activities undertaken in relation to
their project.

Peer evaluation form
If you believe that some members of your team contributed very little to the group work,
you may fill in the peer evaluation form and e-mail it to LIC. LIC will deal the issue and may
ask all other group members to fill out the forms as well and adjust accordingly. Be
prepared to provide independent evidence that supports your claims of students about the
group members – typically records of shared collaboration sites, team meetings and
processes, etc. The form can be found in the Moodle Assessments Section.
If you feel one or several of group members are not equally/timely contributing, you
should:
1) Clearly and early address such problems within the group (in a meeting and keep a
written record). The group coordinator has the responsibility to discuss the issues with
the group member as early as possible.
2) If (1) does not help, consult the tutor. If there are any complaints against a group
member, the tutor can request group members to submit their journals.
3) If (2) does not remedy the situation, the tutor will re-adjust marks (keep evidence of
unequal contributions as well as evidence of having tried to solve the issue, in case
that your group members disagree).
4) Marking group members up/down is the last option, getting group members to perform
would be preferred.
Group work in tutorials week 3 to 8
Tutors will provide you time to discuss and work in your group project tasks from week 3
to 8 tutorial classes. Note that 5% marks in the agency pitch is related to your discussion
of different activities in the tutorials in week 2, 3, 5, 7, and 8.
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Week 10 Report Submission
• Your final written report needs to be submitted as a group report by the group
coordinator via Turnitin on Moodle.
• It is your responsibility to check if the submission is successful and on time.
• Divide up the digital marketing plan work among your group members. It’s all group
members’ responsibility to distribute the workload equally. Group coordinator
should monitor and record the teamwork process.
TIP: First, divide tasks amongst all group members for part 4-6, then come together
with all your findings and develop the objectives and topline strategies together as a
group based on the findings so that all group members are aligned with the
strategy, and to then divide the remaining elements again. Budget & Forecast can
only be done after formulation of the tactics.
• Please include a list of contributions of each group member (i.e. who did what in
the group). Include a page detailing the contributions of each member, i.e., if one
student does the introduction, another did situation analysis, etc.

Appendix (if applicable)
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.

Reference list
This course uses in-text referencing, for more information also see Business School
Harvard Referencing Guide - UNSW Business School. You must reference all non-original
work, e.g., if you take an idea from an academic journal article, book, magazine, or website,
artificial intelligence tools, you must reference it. Do not reference lecture
notes/PowerPoint, you must go to the original source, i.e., book, article, magazine,
website.

Referencing
• You must include in-text referencing and a reference list in Harvard format. Your
work cannot be marked if these are omitted. See UNSW guide on Harvard
referencing. The standard academic rules apply regarding use of other people’s
words, ideas, and facts.
• Include a reference list in Harvard format.
• An ideal report is your opinion, supported by evidence from respected/reliable
sources, expressed in your own words, and fully referenced as to the source of
ideas, facts, and quotations. ‘In your own words’ is critical in displaying your
understanding of the material, rather than being expert at copy and paste. Please
note that Wikipedia is not an appropriate source for academic work as it is not
reliable. Any use of Wikipedia as a reference will reduce mark for the assessment.
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Additional format guidelines:
• Minimum of 2500 words, maximum of 3000 words, excluding title page, references,
table of content, appendices. There is no leeway.
• Font: Headings - Font size: 14; main text - Font size: 12. Times New Roman is
preferable.
• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for Executive Summary: Font size: 12, 1.5 spaced, no more than
one page.






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Marking Rubric Digital Marketing Brief

Criteria Fail Pass Credit Distinction High Distinction
Understanding
of Briefing
Document
(40%)
Demonstrates a lack
of understanding of
the briefing document
and key requirements.
Shows basic understanding
of the briefing document
but lacks depth or clarity in
addressing key points.
Exhibits good
understanding of the
briefing document
with clear
identification and
discussion of key
requirements.
Displays thorough
understanding of the
briefing document,
effectively addressing all
key points with insightful
analysis.
Demonstrates exceptional
understanding of the
briefing document,
providing comprehensive
analysis and innovative
solutions that exceed
expectations.
Communication
of Information
in the
Completed Brief
(30%)
Fails to communicate
the information
provided in the
completed brief
effectively, with
unclear or
inconsistent
messaging.
Communicates the
information provided in the
completed brief adequately
but may lack coherence or
organisation in
presentation.
Presents the
completed brief with
clarity and coherence,
effectively conveying
key information and
recommendations.
Communicates the
completed brief with
precision and conciseness,
ensuring all information is
clearly understood and
supported by relevant
evidence.
Articulates the completed
brief with exceptional
clarity and
persuasiveness, engaging
the audience with
compelling arguments and
innovative insights
Presentation
Delivery and
Engagement
(30%)
Delivery lacks
engagement and
professionalism, with
poor organisation and
ineffective
communication.
Delivers presentation with
basic engagement and
professionalism but may
lack polish or confidence in
delivery.
Presents with good
engagement and
professionalism,
maintaining audience
interest and
effectively
communicating key
points.
Engages audience with
highly professional and
dynamic presentation
delivery, utilising effective
communication techniques
to convey ideas with
impact.
Delivers an exceptionally
engaging and polished
presentation, captivating
the audience with
confident and persuasive
delivery while effectively
communicating complex
ideas.
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Marking Rubric Digital Marketing Report
Criteria Fail Pass Credit Distinction High Distinction
Coherent,
complete,
professional,
and logically
structured
analysis &
recommendatio
ns (40%)

The plan does not
align with the
company's overall
marketing strategy.
The plan does not
identify any key
marketing objectives.
The plan does not
analyse the target
market, or the
marketing message is
not relevant to their
needs.
No clear logic or flow
to the report which
shows no
collaboration.
The plan aligns with the
company's overall
marketing strategy, but
there is no clear evidence of
how it was developed.
The plan identifies some
key marketing objectives,
but they are not SMART.
The plan analyses the target
market, but the marketing
message is not fully
relevant to their needs.
Little support among report
parts that show least
collaboration.
The plan aligns with
the company's overall
marketing strategy,
and there is clear
evidence of how it
was developed.
The plan SMART key
digital marketing
objectives.
The plan analyses the
target market, and the
marketing message is
relevant to their
needs.
Some support among
report parts that
shows not a strong
collaboration.
The plan aligns with the
company's overall marketing
strategy, and there is clear
evidence of how it was
developed. The plan also
considers the company's
unique proposition and
competitive landscape. The
plan identifies SMART and
challenging key digital
marketing objectives.
The plan analyses the target
market in depth, and the
marketing message is highly
relevant to their needs.
The plan also considers the
target market's pain points and
motivations.
Good support among report
parts that shows good
collaboration.
The plan aligns with the
company's overall
marketing strategy, and
there is clear evidence
of how it was
developed. The plan
also considers the
company's, competitive
landscape, and the
latest trends in digital
marketing.
The plan identifies
SMART, challenging,
and innovative key
digital marketing
objectives.
The plan analyses the
target market in depth,
and the marketing
message is highly
relevant to their needs.
The plan also considers
the target market's pain
points, motivations, and
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the latest trends in their
industry.
Excellent logical
structured analysis and
flow from one report
part to another that
shows excellent
collaboration.
Demonstrates
critical thinking
(30%)


The plan is not
creative or innovative.
Fails to justify own
interpretation.
Provides no/little
evidence to back up
position and borders
on being a summary
of the case vs
analysis). Does not
distinguish between
fact and opinion.
Fails to discuss
alternative
perspectives. Ideas
are obvious/
superficial.

The plan is somewhat
creative or innovative.
Justifies own position
without addressing other
views or does so
superficially. Does not
support all claims with clear
and compelling evidence.
Begins to relate alternative
views. Ideas are
investigated in limited way.
Analysis of other views
mostly accurate.
The plan is creative
and innovative.
Justifies own position
while integrating
contrary
interpretations,
though not always.
Support most claims
with clear and
compelling evidence.
Begins to relate
alternative views.
Ideas are investigated
in limited way.
Analysis of other
views mostly
accurate.

The plan is highly creative and
innovative. The plan considers
the latest trends in digital
marketing and uses them to
create a unique and engaging
marketing strategy. Justifies
own view while integrating
contrary interpretations.
Supports most of the claims
with credible evidence and
offers insights and original
thinking in an appropriate way.
Clearly justifies own view while
respective views of others.
Analysis of other positions is
mostly accurate.
The plan is
exceptionally creative
and innovative.
The plan considers the
latest trends in digital
marketing and uses
them to create a
unique, engaging, and
effective marketing
strategy.
Justifies own view
while integrating
contrary
interpretations.
Supports all claims with
credible evidence and
offers insights and
original thinking in a
brilliant way. Clearly
justifies own view while
respective views of
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others. Analysis of
other positions is
accurate.
Theoretical
understanding
and Level
research (20%)

Mainly descriptive
without reference to
theory and evidence,
lacks sufficient
analysis to support
argument.
Introduces some relevant
theory and/or evidence but
fails to clearly link this to
analysis or argument.
Applies some relevant
theory and evidence
to inform judgement,
reflects on strengths
and weaknesses and
provides clear
argument.
Applies relevant theory and
evidence, including accurate
interpretation of qualitative
and quantitative data to inform
judgement, analyses strengths
and weaknesses and provides
clear argument.
Applies relevant theory
and evidence, including
accurate interpretation
of data, provides
practical argument
based on research and
examples.
Clear, concise,
insightful
writing,
referencing,
presentation
style and
formatting
(10%)


Disorganised and
incoherent, lacking in
linkages between
sections/arguments
and/or clear
introduction/conclusi
on.
Referencing is absent
or does not conform
to required Harvard
style; and/or report
does not consistently
conform to formatting
requirements (e.g.,
headings missing,
Some attempt to organise
in a logical manner, and
reasonable clarity of
expression and clear
introduction/conclusion.
Referencing and/or
formatting has systematic
errors (e.g., inconsistency in
how authors are
referenced), but major
principles are still intact.
Logical organisation
applying the main
conventions for the
style of writing,
coherently and
logically constructed
with strong
introduction/conclusi
on.
Referencing and
formatting is mostly
accurate, but with
some errors (e.g.,
slight inconsistencies
in how authors are
referenced).
Excellent organisation and
effectively applying main
conventions for the style of
writing, uses a clear and
logical structure with strong
introduction/conclusion.
Referencing and formatting is
accurate, with a few minor
errors (e.g., Reference List not
alphabetised or word length
slightly over)
Extremely professional
example of this style of
writing. Shows a
polished and insightful
approach to the report
organisation, with
compelling clarity of
expression.
Referencing and
formatting is
consistently accurate,
and all formatting
requirements are met.
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page numbers, zID on
each page).
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Assessment 4: Agency pitch
Agency Pitch: Week 9, during tutorial

20% in total
• Presentation (15%)
• Tutorial Participation (5%)
Slide deck in PDF format
In tutorial Presentation

Via Moodle Turnitin by group coordinator (1 submissions per group). Submit before
the start of your tutorial.

During the tutorial in Week 9, in Assessment 4 (third round), students will present their digital
marketing plan to the class and to the project group that briefed them.

Week 9 Tutorial Presentation
Agency pitch
Groups (as agency) will present their digital marketing plan in the tutorial in Week 9.
Components 4-12 of the report need to be included in the presentation. Use your
judgment to choose the most important elements of each component to present in your
slides.
• Marketing budget section can be simplified, and numbers should be presented in a
visualised and easy-to-understand way.
• Please include presentation plan and list of contributions of each group member (i.e.,
who did what in the group, split by report and presentation contributions). Include a
slide detailing the contributions of each member, i.e., if one student does the
introduction and another did edit these should be acknowledged.
• A Reference List must also be provided in Harvard format, including all sources
directly cited in the presentation. This slide does not need to be presented.
• Be prepared for questions. Tutor and other students might ask clarifying
questions during the presentation or after completion of your presentation.
Presentation requirements
• The whole group is responsible for combining the individual perspectives into a
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cohesive and professional presentation. This will include a combination of slides,
images, and video (optional).
• Each member in a group must present.
• Group coordinator should access and open the slides from the computer in the
tutorial room via a USB stick, online drive, or logging in to an online platform like
Canva.
• Each group present up to 15 minutes, Q&A can be held by tutor (subject to tutorial
schedule).
• Each student is individually marked; each person within a group should present similar
amount of time.
• Please practice so that you do not go over time for each person.
• The person who does not present will get 0/10 for this assessment unless the
person has Special Consideration approval.
• Each person must be clearly identified either verbally or with a name tag/caption.
• Before your scheduled tutorial sessions, the group coordinators should submit slides on
behalf of the group via Turnitin in Moodle. Other group members please do not submit.
Tips on your presentation
• Remember your audience: How can you present the information in a way that is engaging
and maintain their attention for the entire presentation?
• Think about more creative ways to present your contents and engage audience, for
example, 1) panel discussion in TV newsroom, 2) role plays and one member as CEO,
another as policy maker, another as marketing manager, another as consumer, another
employee, etc. The more creative the presentation is, the more engaging you are and
thus more marks.
Referencing
• You must include in-text referencing and a reference list in Harvard format. Your work
cannot be marked if these are omitted. See UNSW guide on Harvard referencing. The
standard academic rules apply regarding use of other people’s words, ideas, and facts.
• Include a reference list in Harvard format.

This course uses in-text referencing, for more information also see Business School Harvard
Referencing Guide - UNSW Business School.
You must reference all non-original work, e.g., if you take an idea from an academic journal
article, book, magazine, or website, artificial intelligence tools, you must reference it. Do not
reference lecture notes/PowerPoint, you must go to the original source, i.e., book, article,
magazine, website.

Additional format guidelines:
• Font: Headings - Font size: 14; main text - Font size: 12. Apply a commonly used font.
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• Margin: 2.5 cm.
• Space: Double-spaced throughout the paper, except the Executive Summary.
• Presentation style for infographics: Font size: 12, 1.5 spaced, no more than one page.

UNSW Business School 30
Assessment 4: Agency Pitch (Round 3) & Participation Marking Rubric

Criteria Fail Pass Credit Distinction High Distinction
Presentation
relates to Report
and class
activities (25%)
Does not discuss
tasks related to group
report and agency
pitch in any tutorial
and not attend the
tutorials.
Discuss few tasks related to
the class activities in 1-2
tutorials. The discussion in
tutorials is little engaging
and interesting. Contribute
to the discussion of others
in tutorials.
Discuss most of the tasks
related to the class activities in
2-3 tutorials. The discussion in
tutorials is somehow engaging
and interesting. Sometimes take
the initiative to share ideas with
other fellows in tutorials.
Discuss all tasks related
to the class activities in
4-5 tutorials. The
discussion in tutorials is
engaging and interesting.
Always take the initiative
to share ideas with other
fellows in tutorials.
Excellent
discussion of all
tasks related to the
class activities in
all tutorials.
The discussion in
tutorials is very
engaging and
interesting.
Always takes the
initiative to share
ideas with other
fellows in tutorials.
Research
evidence, identify
key points and
logical analysis
(30%)
Development of ideas
is not clear or logical.
No application of
course concepts,
models, or tactics.
No research and
analysis
Little or no mention of
why your part is
important and how
does your part
integrate with other
parts.
Identifies key points and
attempts to explain them.
Attempts to develop ideas
relevant to the part but
lacks depth and focus.
Some application of course
concepts, models, or
tactics.
Some research and analysis
and used effectively to draw
conclusions.
Attempt to explains how
your part integrates with
other parts.
Development of ideas is
generally clear and logical but
could be more consistent. Good
application of course concepts,
models, or tactics.
Good research and analysis and
used effectively to draw
conclusions.
Explains how your part
integrates with other parts.
Development of ideas is
clear and logical; key
points are clearly
communicated.
Very good application of
course concepts,
models, or tactics.
Research and analysis
are strong and used
effectively to draw
conclusions and to
provide a connection to
other parts.
Explains well how your
part integrates with other
parts.
In addition to
meeting the
distinction criteria,
research and
analysis are
insightfully and
effectively used to
draw conclusions
and to provide a
connection to other
parts.
Explains very well
how your part
integrates with
other parts.
UNSW Business School 31
Engaging the
listener as an
individual (25%)
Poor eye contact with
audience. A lot of
reading. Poor body
language. Poor visual
aids. Difficult to
follow.
Reads from script. No
or little variation of
tone or expression.
Some eye contact with
audience. Some reading
from script. Normal body
language. Some difficulty to
follow. Normal visual aids.
Some variation of tone and
expression to make the
presentation engaging.
Adequate eye contact with
audience. Good level of interest
from audience. Engaged
audience adequately. No script
reading.
Engaging presentation which
uses animated expression and
variation in tone.
Good eye contact with
audience. Good body
language. High level of
interest from audience.
Have impact on
audience. Some lapses
in attention noted.
Engaging presentation
which is animated and
with some creativity.
Very good eye
contact with
audience, and very
good body
language. Very
good visual aids.
Showed creativity
and flair. Delivery
information
engagingly and
memorably.
Engaging and
creative
presentation style.
Communicates
clearly and
concisely (20%)
Does not express (or
explain where
necessary) complex
ideas and information
clearly in language
appropriate for the
intended audience
and purpose (using
own words where
possible).
Word choice makes
meaning unclear.
Poor time
management.
Generally, but not
consistently, expresses
(and explains where
necessary) complex ideas
and information in language
mostly appropriate for the
intended audience and
purpose (using own words
as much as possible).
Time management is ok but
needs to be managed
better.

Generally, expresses and
explains where necessary
complex ideas and information
clearly in language appropriate
for the intended audience and
purpose (using own words as
much as possible).
Good time management.
Expresses (and explains
where necessary)
complex ideas,
arguments, and
information clearly and
concisely in language
appropriate for the
intended audience and
purpose (using own
words as appropriate).
Good time management.

In addition to
meeting the
distinction criteria,
the student uses
fluent, accurate
expression/
grammar.
Seamless time
management.