Reference no: EM132299762 , Length: word count:2000

Assessment Task 1 - Group Project - Social Media Audit (Part A)

Purpose:

This assessment is designed to provide you with an understanding of the state of an organisation's readiness in adopting and using social media platform as part of their marketing strategy in building brands. By the time you have completed this assessment, you will be able to gauge the stage at which the organisation you have observed is at in using social media to engage with its target market/audience. This assessment will form the basis of your social media marketing plan (Assessment 2). This assessment forms an feedback on your understanding of key foundational concepts in social media marketing. This test will contribute 20% to your overall grade.

Details:
Working in groups of no more than four students for this assignment, you will be required to undertake a social media audit of a real-world organisation. A social media audit is the process of reviewing what's working, what's failing and what can be improved upon across the organisation's social media channels. A Social Media Audit Template is provided on the LMS for your reference. Your group will then present the findings of the audit in a digital storytelling multi-media presentation using Adobe Spark.

Your group will need to decide on a real-world organisation to complete this assignment. The organisation selected is one that is agreeable to all members of the group. Once an organisation has been selected, you are required to consult the workshop facilitator for approval. If your group is unable to select an organisation for the purpose of this assignment, one will be provided for your group by the workshop facilitator. You are then required to develop a digital story telling narrative (i.e. a short video) using digital assets (i.e. digital pictures, diagrams, charts, etc.) as part of the group presentation for Assessment Task 1.

The edited video content will be presented in class using Adobe Spark. The short movie should not exceed 2 minutes in length and each group will be allocated no more than 6 minutes in total including the 2 minutes Adobe Spark Video followed by a 4 Minute PPT presentation) for group presentations during the allocated tutorial seksions (Session 6). An additional 2 minutes for question time is provided for a Q&A session. This assessment does not require your group to submit a separate report -just the presentation slides will suffice (no more than 7 slides). The final work will be submitted via Turnitin on the subject LMS and a link to the video must be provided as part of the submitted report.

Assessment Task 2 - Individual Project (Part B) - Social Media Marketing Plan

Purpose:

Budding on the social media audit information you've developed and analysed for Assessment Task 1, you are now required to develop an appropriate social media marketing plan for the same organisation. This plan will provide and blueprint for the managers of the organisation to more effectively use social media platforms as part of their integrated marketing communications rh reaching their target market/audience to build the organisational brand(s). This test will contribute 30% to your overall grade.

Details:
Your plan should include the following
• Situational Analysis (inclusive of the SWOT analysis in relation to the Social Media environment of your specific company)
The objective(s) guiding the new social media marketing plan A proposed social media campaign

The target audience for the campaign

Justification and use of appropriatimix of social media platforms (i.e. the optimum social media mix given the social media objectives of the programme e.g.Facebook, Twitter, Linkedln, etc.)
• Original content development required for the campaign
• Integration of the social media campaign with existing marketing initiatives (i.e. the social media initiative being part of the company's larger Integrated Marketing Communication strategy)
• Measurement Metrics - appropriate to the relevant choice of social media platforms
• Activation plan

A sample social media plan is provided on the subject LMS for your reference No presentations are required for this piece of assessment The social media plan (i.e. a word document) will need to be submitted via the Tumitin link provided in the subject LMS.

Note: Company selected - Kusaga Athletic
Issues occur in digital strategy, distribution channels, paid promotions such as Google AdWord, etc.

Attachment:- Assignment.rar