BCO223 Social-Media Marketing Assignment
Task: written summative assignment
- Develop a Social Media Plan
- This assessment is a written submission exam
- Students are required to develop a Social Media Plan for launching or developing a brand in Spain
- Feel free to work with one of the brands suggested or to work with a brand of your choice.
- Brands suggested: Patagonia, Glovo, Adidas, Kerastase, Biomanan, Beyond meat, Gutbio, Smart, Heineken, Supradyn,
- Include in your research the most relevant communication examples (video links, infographics, pictures, visuals) of the most relevant actions in the network platforms).
Develop the following points:
- Define Social media goals, aligned with the marketing plan and the business goals
- Competitive analyses
- Audit your brand Social Media presence
Analyze the audience – Define your target personaSocial Media Campaign
- Define your Social media key priorities – Define specific SMART goals and strategies
- Social media mix – Network channel (platforms) selection to reach the Target Audience – define specific goals per network
- Define metrics per action/network
- Define relevant content (key messages aligned with your objective, strategy and mission).
- Create an activity calendar
- Budget
The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.
Formalities:
- Word: Word count: 1500-2000 words.(include your research and your findings)
- Cover, Table of Contents, References and Appendix are excluded of the total word count.
- Font: Arial, size 11
- Text alignment: Justified
- The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: Week (10) – Via Moodle (Turnitin). Submission deadline Sunday 9th of May 2021 at 23:59 CEST
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
- Outcome 1: Understanding Social media presence analysis
- Outcome 2: Understanding customer research online
- Outcome 3: Understanding social media planning dynamic
- Outcome 4: Understanding social community zones
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding (15%)
- Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.
- Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.
- Student understands the task and provides minimum theory and/or some use of vocabulary.
- Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
- Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, curate content, Social community zones, Mobile marketing
- Student applies mostly relevant knowledge from the topics delivered in class. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing
- Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing
- Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing
Critical Thinking (35%)
- Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.
- Student critically assesses in good ways, drawing conclusions from relevant authors and references.
- Student provides some insights but stays on the surface of the topic. References may not be relevant.
- Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)
- Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck
- Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck
- Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.
- Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.