28 Jun MARKETING 684 ASSESSMENT 1 – Plan social media engagement
Question
11 ASSESSMENT 1
Course Name BSB52415
Diploma of Marketing and Communication Subject/module Marketing in a Digital World Assessment method Written Assessment Due date Session 5 Weighting 50% Units of Competency BSBMKG527
Plan social media engagement
BSBMKG526
Develop strategies to monetise digital engagement Instructions
1. Assessments should be completed as per your trainer’s instructions.
2. Assessments must be submitted by the due date to avoid a late
submission penalty.
3. Plagiarism is copying someone else’s work and submitting it as your
own. You must write your answers in your own words or appropriately
reference your sources. A mark of zero will be given for any assessment
or part of an assessment that has been plagiarised.
4. A list of references must be included.
5. You may discuss your assessments with other students, but submitting
identical answers to other students will result in a failing grade. Your
answers must be yours alone.
6. Your trainer will advise whether the assessment should be digitally
uploaded or submitted in hard copy. Assessments that are digitally
uploaded should be saved in pdf format.
7. You must pass both assessments in the subject to pass the subject.
BSB52415 DIPLOMA OF MARKETING AND COMMUNICATION | MARKETING IN A DIGITAL WORLD_V1.0 12 Assessment 1 – Written Assessment
You have just been put in charge of a social media project for Penny and Hobo
Fashion. The company designs comfortable, fashionable and economical day
wear for the 20 to 30 year old demographic. The company wants to raise its
profile and increase its customer pool by using social media marketing to
maximise customer engagement.
1. Explain how you will determine the preferred audience. In your answer you
should include
• how you will Identify and review the requirements for product, brand or
organisational engagement,
• characteristics of the target audience,
• how you will research the online habits of the target audience
• how you will ensure that your social media engagement meets current
legislation, regulation and organisational policy
(5 marks each, total 20 marks)
2. Write a profile of expected customer behaviours. Ensure that your answer
includes the following information
a. How will you determine the journey of the target audience across device,
platform, sites and applications?
b. How will you identify common responses to triggers and interventions on
social media sites and applications?
c. What market research with users to identify preferred and avoided
behaviours on social media?
d. What tools will you use to establish the attention span and retention
characteristics your content?
(5 marks each, total 20 marks)
3. Outline your social engagement strategy. Ensure that your answer includes
the following information
a. Which social media platforms will you use?
b. What types of content will you publish?
c. What engagement methods will you use?
d. How will you maintain brand integrity and how will your message develop
trust?
e. How will you use positive viral techniques?
(4 marks each, total 20 marks)
4. Create a calendar for the first month outlining when the content will be
published. (10 marks)
a. What third party tools will you use to assist in this to allow you to publish
across platforms automatically? (5 marks)
b. What metrics will you apply to evaluate your success? (5 marks)
(Total 20 marks)
Assessment 1 total: 80 marks
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