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MARK5814 Digital Marketing
Assessment Information
1. Class Participation (10%). 2
2. Case Study (15%).
3. Individual Presentation (15%).
3
5
4. Group Project – Digital Marketing Plan (30%). 7
5. Individual Assignment – Digital Marketing Evaluation Report (30%). 13
MARK5814 T1-2024 Assessment Information
7 February 2024
2
1. Class Participation (10%)
Class participation will provide opportunities for peer learning which will strengthen
students’ ability to actively argue their decisions regarding digital marketing issues. This
will foster the development and understanding for alternative approaches and provide an
opportunity for reflective learning. This is designed to stimulate and encourage new ideas
through the process of class discussion.
Your participation includes the responsibility to share your understanding and judgment
with the class in order to advance the group's collective skills and knowledge. This means
we will need your active participation to make the class a rewarding experience for
everyone. If you read the materials assigned for every class, thoroughly prepare cases, take
part in pertinent discussions, listen to others with respect, you will be rewarded.
Marking Criteria Weighting
Evidence of preparation (e.g., advance reading of the related
materials, such as book chapter, journal article or case) and
ability to discuss/debate the issues.
35
Quality of expression and presentation of arguments. 30
Quality of contribution during the class and group discussion
(e.g., using theory to explain real-world phenomena, using
theory to propose a solution or identify a problem).
35
Total 100
Students are expected to thoroughly read any case discussion materials, textbook chapters
or handout materials prior to the lecture and actively participate in discussions. Each
week, students will be allocated textbook chapter or recommended article to read prior to
attending the class. Active participation refers to making intelligent comments and
providing arguments related to the discussion topic. You are also required to respond to
the lecturer/tutor’s questions as much as you can during the class. Additionally, students
should respond to the responses of others in the class.
Moreover, each week, students will be asked to provide written comments or questions
during class/tutorial exercises, either as a group or as an individual.
If you are unable to attend the tutorial on a regular basis during the term and have a valid
reason, please email Dr Terrence Chong ([email protected]) by 15 February
2024 to discuss an alternative arrangement.
MARK5814 T1-2024 Assessment Information
7 February 2024
3
2. Case Study (15%)
Due date: 16:00, Monday, 4 March 2024.
Word limit: Maximum 750 words (All included except UNSW assignment cover sheet,
references, and appendices).
Submission: To TurnitinTM via Moodle.
Task:
You are required to analyse the case:
Atomberg Technologies - Leveraging Digital Marketing to Accelerate Its
Omnichannel Strategy
https://hbsp.harvard.edu/tu/2d11e22c
Please copy the entire link into a new browser window to get access to the case study.
Based on the information provided in the case and your own research, answer all two
questions below. Use theory and/or secondary data, e.g., published government report,
consulting report to form critical discussions and support your arguments.
1. Conduct a situation analysis for Atomberg to identify a key marketing problem or
opportunity in the Australian market if it decides to officially enter it.
2. Which two digital channels (as noted in case Exhibit 7) would you most recommend
for launching a marketing campaign targeting the Australian market? Give reasons.
Required format:
• The School of Marketing Assignment Cover Sheet as the first page.
• Question 1 answer.
• Question 2 answer.
• References.
You are free to include an appendix; however, no mark is allocated to the information
contained in the appendix.