Australian Academy Digital Marketing Strategy and Practice Plan

This assignment focuses on developing a comprehensive digital marketing strategy. It begins with the creation of two distinct persona profiles, each between 120-180 words, based on research of the target audience. The second part of the assignment involves selecting 4-5 digital marketing channels and tactics, providing a detailed overview (250-350 words per channel/tactic) of how each would be used within the strategy. The overview for each channel/tactic must include: what the channel/tactic is, the reason for choosing it, how it will be used, and specific examples of implementation. The chosen channels/tactics should align with the previously defined objectives from a prior assignment, and the assignment is graded based on understanding of target audiences, identification of appropriate channels and tactics, and formulation of a deployment plan with supporting examples. This document, available on Desklib, offers a complete guide for digital marketing strategy development, providing a thorough plan for students.

Postgraduate Certificate Course in Digital Marketing
Unit 8: Digital Strategy and Practice
Assignment 14
Assignment Brief
A Digital Marketing Strategy is a cohesive plan that documents the
organisation's current situation, what objectives it wants to achieve and how
those objectives will be achieved. Without a well-developed Digital Marketing
Strategy, an organisation can lack direction, develop unrelated campaigns,
spend its budgets less effectively and miss out on opportunities in the market.
The Brief
In the previous assignment, you conducted a situation analysis and defined
objectives for a Digital Marketing Strategy. In this assessment, you will plan the
strategy and tactics. This assessment is a direct continuation from your previous
assignment. Thus, you will use the organisation you have previously chosen.
Depending on the chosen organisation, much of the information needed for the
strategy could be gained from researching secondary sources such as articles
and websites. For other organisations, you may need to seek information from
people within the organisation such as a Marketing Manager.
Task 1
Persona Profiles
In this task you will create 2 persona profiles.
You will create 2 persona profiles of the organisation's possible target
audience based on your research.
Each persona profile will be 120 - 180 words (excluding headings and
titles).
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU

Review your chosen organisation's website, social media presence, website
testimonials/case studies and other sources to understand who their target
audiences could be. You may also look at the social media profiles of the
organisation's followers, etc.
You may choose to contact a member of the organisation to gain further
insights (this is not mandatory).
Provide data, statistics, research and/or other information to support the
creation of your persona profiles. Use the Harvard citation and referencing
method.
The 2 personal profiles must be different. For example, one profile could be
for the organisation's core product while the other persona profile could be
for its other products. Alternatively, one profile could be for a younger male
while the other profile could be for an older female, etc.
You can create your persona profile using Word, PowerPoint, Google docs,
Google Slides or another tool/application of your choice.
Deliverable:
Two persona profiles in the first section of the assignment PDF document.
Task 2
Digital Marketing Tactics and Channels
In this task, you will provide an overview of the Digital Marketing
channels/tactics in your strategy.
Select 4 - 5 channels/tactics to use in your Digital Marketing Strategy.
Choose from the different course units that you have studied and select
appropriate channels/tactics.
Provide an overview of how these channels/tactics could be used in your
Digital Marketing Strategy.
The word count per channel/tactic is approx. 250 - 350 words each.
Use the following headings within your overview:
1. What channel/tactic will be used
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU

2. Reason for choosing this channel/tactic
3. How the channel/tactic will be used
4. Examples of how this channel/tactic could be used
Channels would include (but are not limited to) platforms or places to reach
audiences such as websites, social media, apps, online advertising, email,
etc. Tactics would include (but are not limited to) methods to ensure
audiences get your messages such as inbound marketing, content
marketing, and SEO.
Select channels/tactics that will help to achieve your previously stated
objectives. For example, using online advertising to raise brand awareness,
social media to engage audiences or online advertising to drive website
traffic, etc.
You can include new channels/tactics that the organisation is not currently
using and you can also suggest improvements to channels they are
currently using.
Provide examples to illustrate how each channel/tactic could be used. For
example:
SEO: Improvements identified by an online SEO tool
Content Marketing: Titles of blogs and videos to be created
Social Media: Screenshots of posts that will be added on Facebook
Advertising: Images of advertisements on Facebook Ads manager or
AdWords, etc.
Websites: Create sample wireframes and user flow diagram
You do not need to include analytics platforms such as Google
Analytics, as measurement will be covered in the next assignment.
Please note: Facebook, Twitter, LinkedIn, Instagram, Snapchat, Google+,
Pinterest, etc. are all social media and considered as one channel. Blogging,
videos, images, infographics, podcasts, etc. are all content marketing and
considered as one tactic.
Deliverable:
Overview in the second section of the assignment PDF document.
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU

Assignment Grading Criteria
The following is for your reference. Your tutor will be using this scheme when
reviewing your assignment.
The following Pass criteria must be met in order to pass the
assignment.
Once you have achieved all Pass criteria in all assignments within the unit, you
will then be able to progress to the next unit of your course.
Pass criteria
Criteria LO 1.1:
Assessed in Task 1 Demonstrate an understanding of target audience
preferences through persona profiles. Student
created 2 persona profiles of the organisation's
possible target audience; personas are basic, lacking
in detail and show little evidence of research;
evident in the assignment pdf document for task 1.
Criteria LO 2.1:
Assessed in Task 2 Identify appropriate digital marketing channels and
tactics to be included in a Digital Marketing Strategy.
Student provided a basic overview of
channels/tactics to be used, demonstrating a limited
understanding of the channels/tactics; evident in the
assignment pdf document for task 2 (headings 1 and
2).
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU

Criteria LO 3.1:
Assessed in Task 2 Formulate a plan for the deployment of digital
marketing channels and/or tactics in a Digital
Marketing Strategy. Student provided a basic
overview of how the channels/tactics could be used,
providing limited examples/illustrations of the
channels/tactics; evident in the assignment pdf
document for task 2 (headings 3 and 4).
Pass criteria
To achieve higher than a Pass:
It is possible, if your assignment goes above the standard expected for a Pass, to
achieve Merit or Distinction criteria.
To achieve a Merit grade for the unit: you must achieve all the Pass criteria
and Merit criteria in all assignments for that unit.
To achieve a Distinction grade for the unit: you must achieve all the Pass,
Merit and Distinction criteria in all assignments for that unit.
Merit criteria
Criteria MO 2: Present and communicate appropriate findings;
coherent, logical development of principles/concepts
for the intended audience. Student created 2
persona profiles of the organisation's possible target
audience; personas are reasonably detailed and
show evidence of research; evident in the
assignment pdf document for task 1.
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU

Criteria MO 5:
Identify and apply strategies to find appropriate
solutions; effective judgements have been made.
Student provided a detailed overview of
channels/tactics to be used, demonstrating an
appropriate understanding of the channels/tactics;
evident in the assignment pdf document for task 2
(headings 1 and 2).
Criteria MO 8:
Select/design and apply appropriate
methods/techniques; the selection of methods and
techniques/sources has been justified. Student
provided an appropriate overview of how the
channels/tactics could be used, providing
appropriate examples/illustrations of the
channels/tactics; evident in the assignment pdf
document for task 2 (headings 3 and 4).
Merit criteria
Distinction criteria
Criteria DO 2: Use critical reflection to evaluate own work and
justify valid conclusions; conclusions have been
arrived at through synthesis of ideas and have been
justified. Student provided a comprehensive
overview of how the channels/tactics could be used,
providing detailed justification, supported by good
quality sources; channel/tactics are appropriate for
the persona(s) identified in task 1; evident in the
assignment pdf document for task 2.
AUSTRALIAN
ACADEMY OF
DIGITAL
MARKETING
LEVEL 39, 385 BOURKE STREET, MELBOURNE, VIC 3000, AUSTRALIA
T [phone] | E [e-mail]
WWW.DIGITALMARKETINGACADEMY.COM.AU