DMA301m [SP25]
>> Digital Marketing Analytics
Group Assignment _ Frame
Truong Dinh Hong Thuy
[email protected] Frame
Group Assignment: Media Plan
Project: GDT entering to the Vietnamese market
to build a skill on developing a Digital Marketing Analysis and Measurement for a
specific brand
Develop a Digital Marketing Communication Plan and Measurement for the brand
The assignment is divided into two parts:
▪ Group presentation in 30 minutes showing the results of your work.
▪ Group report as a Business Report (max 15 pages or 3,000 words) with a comprehensive description
of your plan.
▷ Max score: 10; Pass: 5; Weight: 35%
▷ 10: exceptional (HD) ▷ 6.0 – 6.9: satisfactory
▷ 9.0 – 9.9: excellent (D) ▷ 5.0 – 5.9: sufficient
▷ 8.0 – 8.9: very good ▷ below 4.0: NP
▷ 7.0 – 7.9: good
Group Assignment: Media Plan
Basic requirement on knowledge
▷ Identify the analytic tools right for your specific needs in basic
▷ Well understand valid and reliable ways to collect, analyze, and visualize data
▷ Utilize data in decision making for clients, organizations, or agencies
▷ Well understand how to measure, manage, and analyze data from marketing campaigns using Google
Analytics, Google Ads, and similar tools
▷ Good ability to analyze and visualize data and insights in spreadsheets and prepare presentations to share
campaign progress or results with stakeholders
Elements of assessment
▷ Group presentation
▷ Business report
Time allocation
▷ Presentation and panel discussion: slot 19 and 20, 40 mins/ group (20 mins of presentation & 20 mins of
discussion)
▷ Business report submission: slot 18
Group Assignment: Media Plan
Submission format
▷ Group submission: EduNext as guided
▷ This should be written in a course, formal business style using 1.5 lines spacing and font size 12.
Any fonts are accepted, but not unfamiliar ones.
▷ You are required to make use of headings (max 3), paragraphs and subsections as appropriate, and
all work must be supported with research and referenced using the Harvard Referencing Style.
▷ The recommended word limit is 3,000 words or 15 pages max. A penalty of 5% reduction will be
applied for exceeding the total limit.
▷ You are also required to submit the Team Task Allocation and Contribution for each member.
▷ A 40-minute group presentation is required. Each member will be assessed individually during this
presentation.
▷ each 24 hours of late submission, 10% of the mark will be deducted
Group Assignment: Media Plan
Suggested Structure
▷ Cover Page
▷ Member – Task allocation and contribution
Table of content
Executive Summary
1. Introduction
1.1. Product introduction
1.2 Target customer and insights
1.3 Justify the marketing communication strategic direction
2. Digital marketing measurement plan
2.1 Media objectives and Planning
2.2 Report on actual results
2.3 Data acquisition, measurement, and result analysis
- Key questions to acquire, measure and analyze data
- Types of analysis to conduct and the resultant data needed
(note: follow the Digital Data Infrastructure)
3. Expected outcomes/ Planned deliverables
4. References
Group Assignment: Media Plan
Marking Rubric
▷ Use of relevant digital marketing theories, digital data infrastructure and analytic tool (intellectual skills): 20%
▷ The extent to which appropriate models and tools have been applied
▷ The depth of understanding and performing the media plan
▷ Ability to critically analyze contributions on the subject
▷ Understanding of media planning, digital data collection, analyzing and visualization (subject knowledge and
subject-specific skills) 60%
▷ The extent to which key questions, type of analysis and collecting method will be used.
▷ Ability to develop a consistent and well-suited media plan against the business/ marketing objectives
▷ Ability to conduct a measurement plan with tools and real-life based timeline
▷ AI adoption with evidence: 10% [if applicable]
▷ Written communication (transferrable skills) 10%
▷ structure, organization and coherence
▷ effective use of essay writing conventions
▷ use of English grammar and spelling
▷ correct Harvard Referencing
Solution: Request for Proposal
Solution: Request for Proposal
Steps to do
Product
Differentiation Market Trends Marcom
& Value & Opportunities Objectives
Proposition
Strategic
Marcom Messaging & Campaign
directions for
Strategy Positioning Planning
Marcom Plan
Market
Target Audience segments & Channel
~STP Customer
Strategy
Persona
Understanding the Market and Competitive Landscape
Identifying Potential Customers/ Target Audience
Marketing Communication Strategy
Solution: Request for Proposal
Steps to do
Segment Description Needs/ wants & Preferences
Market segments
Customer Persona
- Name
- Age
- Occupation
- Lifestyle & interests
- Buying motivation
- Preferred channels
- Pain points: WHY THIS PERSONA HAS TO BUY THE PRODUCT?
Solution: Request for Proposal
Steps to do
Strategic Branding & Positioning
Marcom
directions for - Brand message ~ Perceptual Position
Strategy
Marcom Plan - Sustainability?
Marcom objectives?
Pricing strategy
- Value for money? Marketing funnel
- Tiered pricing? - Awareness: brand introduction
- Promotion pricing? - Consideration: engagement & brand activation
- Conversion: sales activation
- Retention: scaling and optimization
Distribution strategy
- Digital or Analog
- Digital >> Analog Channel strategy
- Analog >> Digital - Digital Channels ~ online marketing & sales
- Integrated or combined? - Offline channels ~ retail and in-store marketing
- Separated by B2C and B2B? - [B2B] Direct sales & B2B marketing
- Omni: O2O, cross-promotion, …
DMA301m
Digital Marketing Analytics
