Search and Social Media Marketing Assignment: Online!campaign project (RKC) cw2

anezne
timer Asked: Apr 19th, 2017

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i need answer the assignment and avoid any type of palagrism

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! ! ! !! Project!assignment!brief!! Module!Title:! Title!of!Assignment:! HandHout!date:! ! HandHin!date:! ! Weighting!within!the! module! Word!limit/presentation! criteria! Search!and!Social!Media!Marketing! Online!campaign!project!(RKC)!cw2! March!2017! Level!7! Please!see!submission!deadline!in!OnlineCampus.! 50%!! Project!report!word!limit!is!3000!words.!! ! A!10%!penalty!will!be!imposed!for!every!100!words!over!the!word! limit! Learning!Outcomes!to!be! 1.! Critically! evaluate! the! principles! and! processes! involved! in! assessed!! developing! integrated! marketing! communications,! including! (from!module!spec.)! the! impact! of! technology! and! other! environmental! influences! ! on!marketing!communications!and!the!media.!! ! 2.! Analyse! the! benefits,! problems! and! challenges! faced! by! businesses! in! using! various! social! media! marketing! communication!tools!within!complex!global!environments.! 3.! Critically! discuss! the! evolution! of! online! marketing! strategies! and!the!latest!trends!and!practices.! 4.! Critically!discuss!and!evaluate!websites!based!on!their!search! and!social!media!optimisation!and!digital!presence.!! 5.! Develop! a! digital! marketing! strategy! focusing! on! content/message! leading! to! media/channel! and! tracking/measurement!of!implementation.! ! ! Details!of!the!task:! ! ! ! ! ! ! Your!assignment!is!to!critically!analyse!a!website,!provide! recommendations!to!improve!its!search!results,!and!plan!an! online!ad!campaign!to!promote!the!site.!You!are!encouraged!to! use!your!creativity!and!select!tools!to!make!this!possible.! ! Select!just!ONE!of!the!following!websites:! ! •! Robert!Kennedy!College!–!http://rkc.edu!! •! Salford!Business!School!–! http://www.salford.ac.uk/business7school!! •! Your!own!company!website!(must!be!in!English!with!a! minimum!of!5!pages)! 1 ! Project!report!structure:!! ! I.!Scholarship!H!25!marks:!! ! You!must!conduct!market!research!and!data!analysis!to!provide!a! thorough!justification!for!your!recommendations.!! ! This!can!include!primary!data!(current!website!content,!interviews! or!surveys!of!potential!users),!a!tabular!extract!from!Keyword! Research,!competitor!activity!analysis!in!this!area,!screen!shots! of!current!competitors’!ranking!for!your!primary!keyword!terms! using!different!tools!such!as!Google!Keyword!planner!tool,! Google!Trends,!Google!Insights!for!Search,!etc.!! ! II.!Analysis!–!25!marks:!! ! You!must!critically!evaluate!the!principles!and!processes!involved! in!search!engine!optimization!and!website!content!strategy.!This! consists!of!3!parts:!! ! 1.!Evaluation!of!current!rank.!Use!SEMRush,!Open!Site! Explorer!and!a!number!of!other!tools!to!record!the!site's!overall! Google!Rank,!backlinks,!and!other!relevant!data.!Please!be!sure! to!note!the!exact!date!of!your!evaluation,!since!the!website!may! change.!Why!do!you!think!the!site!is!not!ranking!higher?!Please! support!your!opinion!with!research.! ! 2.!Keyword!evaluation.!Select!a!minimum!5!keywords!using! Google!AdWords!Keyword!Planner,!and!show!their!average! monthly!searches!and!competition!level.!Why!did!you!select!these! keywords?!While!noting!that!individual!results!may!vary,!where! does!the!website!currently!rank!in!terms!of!SERP!(Search!Engine! Results!Page!and!page!position)?!How!do!key!competitors!rank! on!the!same!keywords?! ! ! ! 3.!AIDA+!evaluation.!In!your!opinion,!how!well!does!the!current! website!create!Awareness!of!the!brand!and!product/service!it! offers`!create!Interest!in!readers!to!find!out!more`!create!Desire! for!the!product/service`!generate!Action!in!terms!of!conversions! (such!as!purchasing,!registration,!or!business!objective)`!and! provide!Satisfaction!to!current!and!past!customers!(customer! service,!postapurchase!communications,!etc.).! ! III.!Campaign!–!50!marks:! ! Based!on!your!analysis,!create!a!brief!online!campaign!plan.!This! includes!5!parts:! ! 2 Assessment!Criteria:! 1.!Audience.!Identify!the!relevant!target!audience/customers!for! your!campaign.! ! 2.!SMART!goals.!Set!oneayear!objectives!for!your!website!that! are!Specific,!Measurable,!Achievable,!Relevant,!and!Timeabound.! This!should!include!both!SEO!and!AIDA+!performance.! ! 3.!KPI's.!Set!Key!Performance!Indicators!to!measure!whether! your!SMART!objectives!are!being!met.! ! 4.!Content.!Identify!the!major!content!changes!you!would!make! on!the!website!to!achieve!your!objectives,!and!justify!your! recommendations!using!research.!This!includes!placement!of! keywords,!renaming!sections,!adding!or!deleting!other!sections,! and!inclusion!of!multimedia!content!(games,!videos,!etc.).! ! 5.!Online!ad!campaign.!With!a!hypothetical!budget!of! US$10,000,!plan!an!ad!campaign!with!text!ads!on!Google,! Facebook,!LinkedIn!OR!Twitter.!(Pick!2!of!the!4,!and!do!not!do! banneratype!display!ads.)!What!keywords!will!you!target,!and! what!will!your!ad!say?!Show!your!planned!budget!in!detail.!Be! original!—!do!not!copy!any!ads!that!are!being!run!now!or!in!the! past.! ! (Total:!100!marks)! ! !! Marking!Scheme! ! The!attached!guidance!is!in!addition!to!the!general!assessment! criteria!guidelines!for!degree!classifications!contained!in!your! programme!handbook.!!Your!attention!is!also!drawn!to!the!School! policy!on!plagiarism!and!referencing!and!you!should!make! reference!to!the!University!study!guide!web!site! www.edu.salford.ac.uk/studyskills ! ! 3 •! Project(report(and(Artefact( Indicative Grades: 90-100 “Shining example” Outstanding Scholarship: Independence of work conducted, research, linking of knowledge from other modules, different analytics and competitors’ analysis. Outstanding independent scholarly work, showing a high level of synthesis and analysis. Use of high quality sources. Organisation: Of a) pilot project work and b) campaign proposal. Gantt Chart for work done and campaign launch, work allocation chart, Risk assessment, minutes etc.). Process Report (approximately 50% weighting ) Overall level (indicative – not for grading) Practical or consultancy deliverables (where appropriate) (Academic justification of work conducted) Artefact (approx. 50% weighting) Artefact: Outstanding organisation, using all required and supplementary processes. Outstanding initiative and campaign implementation The project output was of outstanding quality and exceeding expectations. Use of extensive research and creativity. 80-89 70-79 60-69 “To professional standard” Excellent Excellent scholarly work, some synthesis and analysis of peer reviewed publications. Excellent level of independent work. Excellent organisation, using all required processes and practices. Excellent initiative. “Went beyond expectations” Very Good Very good scholarly work. Some synthesis or analysis. Very good level of independent work “Fulfilled the requirements” Good Good evidence of scholarly work Good level of independent work “Need for improvement” Fair Fair evidence of scholarly work, with some deficiencies. Project required supervision Very good organisation utilising all required processes and practices. Very good initiative. Good organisation utilising appropriate required processes and practices Fair organisation utilising most required processes and practices The project output was of excellent quality. Excellent use of research and creativity to justify the campaign. The project output was of very good quality. Very good use of research and creativity to justify the campaign. The project output was of good quality. Good use of research and creativity to justify the campaign. The project output was of fair quality. Fair use of research and creativity to justify the campaign. 4 50-59 40-49 0-39 “Just about managed” Adequate Adequate scholarly work conducted; deficiencies in synthesis and independent thought. Project required a lot of supervision Adequate organisation utilising some required processes and team working practices “There is a lot to learn” Unacceptable From unsatisfactory to extremely poor scholarly work. 0 is given for no attempt to engage with scholarly activities. Project required high level of supervision From unsatisfactory to extremely poor organisation utilising very few required processes and team working practices The project output was of adequate quality. Adequate use of research and creativity to justify the campaign. The project has failed to meet the minimum justification or creativity to develop a good eCommerce marketing campaign.
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