Social Media Marketing Campaign

Which company should I choose? Does it have to be an Australian company? There are no limits on which company to choose, or on country or region. You will be using the same company for Part A and B though so it’s a good idea to choose a company you’d be interested in for the whole semester.

Does the task require the evaluation of an exisiting campaign or a new campaign to be designed? The assessment task is to design a new social media marketing campaign for the company you have chosen. The new campaign should be significantly different from their previous efforts.

Please review the guidelines, rubric and recorded assessment overview module as it provides specific information about what to include.

How specific should the detail about the prior marketing communications and strategy be? The purpose of the overview section is to give an idea of who the company is, what they do, and their previous marketing and communication efforts. This should include key information about their previous marketing and communication efforts (e.g., traditional or social media channels or both, and other key info). It should be specific information about their marketing efforts that will help you make social media marketing campaign decisions that will fit with what they do more broadly.

Can I use theory from my other courses? The content included in the sections for Part A should be primarily drawn from the course content. Seminar 4 and 5 provides guidance on what sort of information to include. As there is a 3 page maximum, the focus should be on first demonstrating that you understand the course content and then bringing in learning from other courses if you determine you need the information and you have space.

What should be included as consumer insight? You should NOT be doing primary research (e.g. surveys or interviews). This section should include secondary research (e.g. articles, websites, statistics, other) about the chosen target audience. The information included here should be the key information about that target audience that will help you make your campaign decisions. Profiling was also discussed in the week 4 recorded modules.

Which referencing style should I use? There are no requirements for specific referencing styles; you can use your preferred academic style (e.g. APA, Harvard, etc.). The chosen reference style should be used consistently in text and in the reference list.

What does the presentation, referencing and structure refer to? The presentation, referencing and structure marks are for how the report is presented – is the font and size consistent, good use of paragraphing, are components of the layout professional, is referencing used correctly and consistently?