Winning Digital Marketing Communication
OverviewThis project is worth 40% of the overall grade for the course. You have been selected to be part of a “newbusiness” team at a digital advertising agency. Your team will be making a presentation to a prospective client inan effort to land that account for your agency. More information about your prospective client will be provided bythe lecturer in class. Your task is to articulate a strategy and create a sufficiently compelling plan to win the digitalmarketing communications business from this client (e.g. relative to any plan that the client’s current agency maybe considering using.) Remember, clients look for your ability to contribute to the solution of strategic as well asexecutional problems.This assignment will be done in teams of four to five persons. It will count for 40% of your final grade, dependingpon your individualised weights (determined by peer evaluation). Key project timeline dates and formattinginformation appear toward the end of this document.Remember, it is helpful (though not essential) for the agency to believe in and have experience with theproduct/brand that it is helping to promote!Organisation of PaperYour paper should be organised according to the steps that are usually sequentially taken when an advertisingcampaign is planned and executed. (Of course, in practice many of these decisions are made simultaneously.)This information kit is suggested as a guide to both format and content (i.e. issues that will need to be addressed).However, you may also consider other formats, as the content of such a plan will largely remain thesameregardless of the headings and subheadings used in the document.Format of PaperYou may nevertheless choose to organise your plan using the headings and subheadings outlined in this document. Thereport should include approximately 3500 words of typewritten text plus prefatory material, ads/commercials and anyexhibits, bibliography, and other supporting materials that you might wish to include. The document should beattractiveand should make the reader want to read it.Peer assessment for this project is compulsory and requires you to rate each of your group members’contribution to the group project and to indicate how you rate your own input. The peer rating will be calculatedas an average of the scores assigned to each student. The moderated factor will be used to adjust the groupproject mark for individuals.Individual Mark = Peer Assessment Factor (PAF) x Group Project Mark.If your ratings are significantly different to the rest of the group and are not sufficiently supported by thecomments of yourself and the group, the coordinator may remove your peer assessment from the finalcalculation of the peer weighting factors.Scores are on a scale of 10, with 10 indicating the highest possible level of contribution.The following scale will be used to determine the credit each student will get for the group projects.Average peer evaluation score:1.00 –2.99 (50% of group grade)3.00 – 3.99 (60% of group grade)4.00 – 4.99 (70% of group grade)5.00 – 5.99 (80% of group grade)6.00 – 6.99 (90% of group grade)7.00 – 10.00 (100% of group grade)
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