Social Media Marketing

BCO223 Social Media Marketing Task brief & rubrics
Final assessment
• Individual task
• You will write a social media marketing plan on a brand of your choice. The brand should represent a local business in your home city. It cannot be a
globally known brand, or a brand owned by a multinational company. It could be your own business’ brand.
• The objective of the assignment is to provide an opportunity to gain an understanding of the complexities and challenges of building a comprehensive
social media marketing plan.
• You are to examine the brand situation and based in your findings and on the content in the course material and other reference sources, you will build
a social media marketing plan that must be customer centered.
• Expected table of contents:
o Brand analysis: a competitive analysis and a SWOT analysis.
o Target audience: define the target audience you are going to build a social media marketing plan for and describe it — built your buyer persona
(demographics, psychographics, and buying cycle – how, when, where and why your target market buys).
o Objectives: specify the objectives or goals you want to achieve with this social media marketing plan.
o Tactics: build three specific tactics or actions for some of the social media platforms studied during the course. The use of graphics, pictures
and/or designs of the strategies is encouraged but not mandatory.
o KPIs: define the KPIs and digital marketing metrics you are going to use in order to measure the success of this marketing plan.
o Schedule: build a schedule for your campaign, including all main activities in the planning, creation and communication processes.
• The task should be submitted in a document form uploaded as pdf.
Formalities:
• Wordcount: 2000-2500 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation style.
Submission: Week 8 – Via Moodle (Turnitin) before September 20th, at 23:59 CET
Deadlines & Submission Policy: Late submissions without approved mitigating circumstances may result in one of the following penalties:
• Work submitted until September 22th at 14:00 CET, will be marked and feedback will be provided. However, the grade will be capped at 70%.
• Work submitted after September 22th, at 14:00 CET, will not be marked and will receive the final grade ‘0’.
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
• Outcome 1: understand social media marketing within the context of the marketing strategy and IMC.
• Outcome 2: design the social media marketing plan and apply it to reach specific social media objectives.
• Outcome 3: describe the different social media consumers and assess engagement strategies.
• Outcome 4: evaluate content strategies within the framework of the social media campaign and platforms.
• Outcome 5: analyse the social community creation and apply branding strategies.
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(20%)
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.
Student applies mostly
relevant knowledge from
the topics delivered in
class.
Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.
Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Critical Thinking
(30%)
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.