Welcome to MARK3085
Digital Marketing & Web Analytics
Tutorial 1
Week 2
Tutor:
Today’s Agenda
• Introductions:
• Tutor
• Students
• Tutorials
• Moodle
• Meet your Project Group
• Digital Marketing Brief:
• Instructions
• Select company for Digital Marketing Brief
• Perform Situational Analysis
• Wrap Up
Introductions
• Tutor
• Students
• Tutorials
• Moodle
Tutor Introductions
Student Introductions: who are you?
• What’s your name?
• Where are you from?
• What do you study?
• Fun fact or hobby?
Tutorial Structure
• Check-ins ~ 5 min
• Review of lecture concepts ~ 10 min
• Class activities related to lecture and assignments ~ 60 min
• Assessment Q&As & Preparations ~ 20 min
Moodle Page
>> Quick Demo
Meet your Project Group
Project Groups
• Randomly selected groups, unless preference has been
indicated
• Group of 4-5 students
• Group formation is subject to change until early week 5 (after
Census date)
• Same group for Assessment 3 and 4, and tutorial activities
Project Groups for Class
Digital Marketing Brief
• Instructions
• Select company for Digital Marketing Brief
• Work on Brief
Digital Marketing Brief - Instructions
• Group assignment, weighting 5%
• Deliverables:
• Completed briefing document (800 to 1000 words)
• Group Presentation (slides are optional)
• Deadlines:
• Briefing document: within 1hr after your tutorial in week 4
• Presentation: during your week 4 tutorial
• Task:
• As the marketing team for a chosen company, brief a Digital Marketing
agency on information required for them to create a Digital Marketing Plan
report.
1. Select an existing company (start-up who can spend $500k on digital marketing
in 1 year)
2. Complete briefing template
Digital Marketing Brief - Template
1. Company Overview
• 1.1 What is the name of your company and what do you do?
• 1.2 What are your core products or services?
• 1.3 What is your company’s mission, vision, and values?
• 1.4 Who are your main competitors (direct and indirect)?
• 1.5 What is your Unique Selling Proposition (USP) or key differentiator?
2. Current Digital Presence
• 2.1 What digital marketing efforts are you currently using (e.g., SEO, PPC, social media, email marketing)?
• 2.2 What platforms and channels are you active on?
• 2.3 Do you have any existing campaigns or key content assets (e.g., blogs, videos)?
• 2.5 What have been your biggest successes and challenges in digital marketing so far?
3. Target Audience
• 3.1 Who is your primary target audience (demographics, psychographics)?
• 3.2 What are the pain points, motivations, and interests of your target customers?
• 3.3 How do you currently engage with your audience online (social, email, etc.)?
Digital Marketing Brief - Template
4. Marketing Objectives
• 4.1 What are your overall business goals for the next 12 months?
• 4.2 What specific digital marketing goals are you hoping to achieve (e.g., increase website traffic, lead
generation, brand awareness, conversions)?
• 4.3 Are there any specific KPIs or metrics you are focused on (e.g., ROI, conversion rate, customer
acquisition cost)?
5. Competitor Analysis
• 5.1 Who do you consider your top competitors in the digital space?
• 5.2 What do you think they are doing well or poorly in digital marketing?
6. Budget and Resources
• 6.1 What is your allocated budget for digital marketing? $500,000 per year
• 6.2 Do you have any specific budget allocations (e.g., paid ads, content creation, SEO)?
• 6.3 What internal resources do you have (e.g., in-house teams, creative assets, data analytics)?
• 6.4 Are there any restrictions or limitations the agency should be aware of (e.g., compliance, approvals)?
Digital Marketing Brief - Template
7. Brand Identity and Messaging
• 7.1 How would you describe your brand’s tone of voice and personality?
• 7.2 What are your key brand messages and core value propositions?
• 7.3 Do you have any brand guidelines or style guides the agency should follow?
8. Additional Information
• 8.1 Are there any other details the agency should be aware of (e.g., upcoming events, industry trends,
product launches)?
+ Add a Reference page (excluded from word count limit)
Activity: Select Company
1. Sit with your group members & Introduce yourselves
again
2. Select a Group Coordinator (responsible for coordination of the
group projects and submission of the assignments)
3. Select a company or brand that meets a common value
or interest:
• Document values and interests of each group member & determine
common values and interests
• E.g. if you value sustainability and like fashion, select a sustainable
fashion brand.
4. Share selected company and group coordinator name
with your tutor. Tutor should approve your company.
5. Allocate tasks to each group member
Company requirements:
• Start-up (new-ish) company that
needs to generate more brand
awareness, increase online leads,
or grow yearly revenue.
• Medium sized start-up that could
spend $400k-$500k on digital
marketing per year.
• Company that operates in Australia.
Situation Analysis
• Review of concepts
• Perform Situation Analysis for Digital Marketing Brief
Micro vs. Macro Analysis
• The micro-environment is known as the operating
environment, and focuses on the players that shape the
immediate trading environment.
• The macro-environment consists of external forces that can
significantly affect success. These forces originate from the
marketplace that is largely beyond the immediate control of an
organisation.
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The Digital Marketing Environment
Source: Chaffey & Ellis-Chadwick (2022)
Internal Review: Business Model
Canvas
• The business model canvas
combines all vital business
model elements in one canvas.
• The BMC is a strategic
analysis tool to examine a
business’ strengths,
weaknesses, opportunities,
and challenges
• Download template here:
https://www.strategyzer.com/lib
rary/the-business-model-
canvas

Consumer Characteristics
• Age, gender, social group
Demographics
• Lifestyles and personality
Psychographics
• Attitudes, risk aversion, price sensitiveness
Behavioural variables
• Access methods and times, types of smart devices used, % of shopping online, etc
Webographics
• A thumbnail summary of the characteristics, needs, motivations and environment of typical
internet users
Personas
Tools for insight to support Situation
Analysis
Google Trends Meta Ad Library
Google Ad
Transparency
Centre
SEMRush / Similar
Web
Rival IQ /
Buzzsumo
Sparktoro BrandMentions Mentionytics
WeAreSocial
UNSW Library
research &
database
Government
sources (ABS,
ACMA, Austrade,
etc)
Others…
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Activity: Conduct a Situation Analysis
1. For your chosen company (as per Digital Marketing Brief),
conduct a Situation Analysis.
Answer questions from your briefing doc, like:
• How many monthly website visitors does your company get to their website? > Use
SEMRush / Similar Web
• Did your company run campaigns on Facebook and/or Google? What did they
promote? Why? > Use the FB and Google ad discovery tools
• What are current digital marketing trends in the industry your company operates in?
2. Present your findings to the class.
• Time:
• Finish by XX pm
• Present verbally in 5 minutes per group
Wrap Up
This week’s to-do list:
• Identify Group Coordinator and share this and the
company name with your tutor
• Start with the Digital Marketing Brief
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Next week:
• Lecture on Digital Buying Behaviour & Digital
Analytics.
• Tutorial:
• Digital Marketing Brief Q&A
• Google Analytics Preview
Consultations:
• …
Email:
• …
• Response by …
Thank you!