Reference no: EM133669775

Assessment Task - MarTech Business Project

ULO 1: Identify the marketing technology specifications/architecture that best match the needs of a marketing organisation and communicate these to stakeholders

ULO 2: Explain the marketing data requirements that guide marketing decisions and that optimise customer interactions with marketing organisations

ULO 3: Evaluate MarTech solutions for a broad range of marketing activities and devise, recommend, and justify an optimal solution

ULO 4: Analyse the basic regulatory requirements in the MarTech landscape and determine how they relate to consumer consent, privacy, and ethical firm behaviour

Description

Motivation

The working environment faced by modern day business professionals is becoming increasingly enhanced by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges between organisations and individuals, plays a significant role in any organisation. To be an effective member of the organisation, you must therefore be aware of the breadth of marketing technologies available to business professionals and must embrace the use of these tools for accomplishing your work tasks.

Purpose

A central principle that most people agree on is that the technology applications in a MarTech stack should serve business needs. Yet, many applications and features of modern marketing applications go underutilized simply because they have not considered business needs carefully enough. By applying a marketing technology solution to specified business needs, you will get the opportunity to think about the business needs of the organisation that will later improve your decisions on marketing technology applications to include in the stack.

This assessment task will get you to think about the business needs first and will assess you on your availability to use this thinking to execute and present the marketing technology solution to a business problem. Your availability to apply marketing technology to the business problem will improve your marketing technology skillset specifically to the technology platform used. Students

will make use of the HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to other marketing technology (e.g., Adobe, Salesforce, Google) suites.

The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2; GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also require you to explicitly consider real world contextual requirements including ethical and moral considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals working in a technology enhanced environment.

Context/Scenario

You will use the HubSpot CRM suite for this assessment task. Students must create a fictional brand or organisation for this project. Students may align their organisation with the UN Sustainable Goals, or they might select to create a Business to Business (B2B) or Business to Consumer (B2C) sales funnel for a product or service.

Note: Due to the Terms and Conditions of using the HubSpot software for this unit, you cannot commercialize the product or services you create in the software, which is why the three options above will suit this assessment task.

In this task, you must discuss the specifications for a set of marketing processes that can be addressed with a marketing technology application in a specific context. You will then make recommendations appropriate for that context. You will be expected to use suitable marketing technology to create a minimally functional solution that addresses the specifications.

Specific Requirement

The assessment is programmatic in that you will make multiple submissions over the trimester, emulating how client relationship requirements will often develop as your work with them progresses.

There are three distinct components to this assessment task, which can be submitted separately across the trimester for evaluation and feedback. They all relate to the development of a marketing technology solution for a specific business need:

Part 1: Foundation. In this part, you should decide on your project idea - it should be a good fit for the marketing technology used (e.g., the HubSpot CRM). In your written output, discuss and present the background/context and business (marketing) needs for your fictional brand or organisation, identify the business goals, how success will be measured and the role of the MarTech solution. To set up the context, build a landing page in HubSpot to support your brand or organisation. Provide a summary and submit this part as a 500-word written report.

Note that Week 5 follows the mid-trimester break for T1

Part 2: Martech Strategy. Develop your context and demonstrate how you would implement marketing activities on your website and across your MarTech stack. You will need to consider the target audience, the content that will resonate with your audience and the channels to connect with your audience best. Summarize the MarTech strategy in a 1000-word written report.

Part 3: Implementation and Showcase. Choose elements from your Martech strategy in Part 2 and build them within HubSpot and/or other Martech tools. Produce a 3-minute video that summarises your MarTech strategy and demonstrates your MarTech solution. The audience for your presentation is your colleagues in Marketing. Provide a clear narrative (tell a story) and reflect on how your strategy would serve the business needs, how success will be measured and how any feedback from previous parts has been incorporated into the final solution.
Project Flow

The below will further guide you on the various stages of the project. We may use the workshops to conduct walk throughs (which you could follow) and provide you with details via the assessment folders on how to accomplish some of these:

Part One: Set up the context and build your landing page.
1. Decide on your project idea - it should be a Good Fit Business for the MarTech used (e.g. HubSpot).
2. Build your landing page

Part Two: Devise your marketing plan and how you will use MarTech to engage with your leads and customers.
1. Write your marketing strategy focusing on the Martech channels you will use (this is not limited by HubSpot, but you should have some overlap with the Inbound channels that HubSpot enables)
2. Outline the content that you will use in each channel and how you will move the lead through the acquisition journey to becoming a customer.

Part Three: Build two or three of your marketing activities from Part Two and demonstrate them in a video presentation.
1. Your presentation should have a brief context of the organisation, followed by a screen share (or similar) showing the behind the scenes of how you built the marketing activity.
2. Schedule at least 2 dry runs of your presentation.
3. Present your project to a panel of your peer group (e.g. class members of MMK710) for evaluation. Incorporate any feedback from previous parts and from your peers.