Social Media Marketing Campaign Part A

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Requirements: 3 pages maximum (does not include +/- 10%), 12pt font, consistent

font style, 1.5 line spacing, 2.54cm margins (all), title page, consistent referencing style

in-text and reference list (not included in the page limit), professional format/layout.

Use paragraphs rather than dot points*. Only include required appendices.

Choose a company and design a new social media marketing campaign for them in

Part A and Part B.

Report Sections:

Title page

1.Company Background

2.Situation Analysis

3.Campaign Objectives

4.Target Audience Profile


Appendices (Only those required in the guidelines)

Notes: The title page, references and appendices are not included in the page count.

Any (academic) referencing style can be used as long as it is consistent.

*The dot points used in this guide show the information that must be included in the

sections. How this information is presented is up to you (e.g. points grouped in one

paragraph for discussion or discussed separately), as long as all required information

is present. No dot points should be used for main discussion points.

Task Difficulty

Time Commitment

ADVT7510: Social Media ManagementSocial Media Marketing

Campaign Part A (25%)

The type of company (who they are, what they do, the industry/sector they fit into)

The company’s broad marketing communication objectives (key information

about their previous marketing and communication efforts – e.g. purpose of

communication efforts, traditional or social media channels and vehicles or both,

and other key information)

Examples of company’s prior social media communications (to be included in

appendices – see section on appendices).

Before you start: What does it mean to justify?

This assignment requires you to make decisions

and justify those decisions. This means you must

give good reasons for why these are the most

appropriate (the best) decisions for this campaign.

*Title Page

There are no specific requirements for the title

page; it does not need to be a UQ Business

School page. Any report title page is fine

provided it meets the professionalism criteria.

Company Background (4 marks)

This section must provide a brief overview of the

chosen company.

This overview must cover the key components of the company background that will

be important to understand who they are, what their aims are, and what social media

decisions are most appropriate for them in the future.

The key components must include:

There are no limits to which company can be chosen, or on country or region – but

choose carefully (see assignment tips above).

ADVT7510: Social Media Management

Assignment Tips

Choose your company wisely:

– You will use the same company

for Part A and Part B

– If the social channels are not

covered in the course, additional

research will be needed

– If the posts are not in English, a

translation is neededSocial Media Marketing

Campaign Part A (25%)

Internal factors (e.g. mission, corporate

External factors (e.g. customers, competitors, industry/environment)

A SWOT analysis (i.e. strengths, weaknesses, opportunities and threats)

Situation Analysis (6 marks)

This section must provide an overview

of the company’s internal and external

environment, and develop a SWOT.

The section must discuss in internal

and external factors relevant to the

chosen company, and based on these

factors, provide a SWOT analysis.

The discussion must include:

culture, resources)

The SWOT analysis table/figure should be included as an appendix and discussed in

the main text.

Campaign Objectives (4 marks)

This section must provide at least one objective

(that you have developed) for the social media

marketing campaign, and a justification for why

this is the most appropriate objective.

The objective(s) needs to be specific, actionable

and realistic for the client.

Use the SMART framework to develop

the objective(s).

ADVT7510: Social Media Management

Assignment Notes

Use course learnings:

– You may know a number of

theories and frameworks from

other courses

– Focus first on demonstrating

understanding of this course’s

content, then bring in other

learning (only if needed!)

Assignment Tips

Focus on relevant factors:

– There are MANY internal and

external factors that can be

considered for a company

– Focus on key social media and

broader marketing factors that

will help determine the most

appropriate social media

decisions for the companySocial Media Marketing

Campaign Part A (25%)

Discussion of who the target audience is.

Discussion of the key consumer insights

Development and discussion of a target audience profile. The profile must be

based on the consumer insights and be included in appendices.

Justification for all decisions and choices.

Target Audience Profile (6 marks)

This section must provide a profile of the target

audience for the campaign you are developing.

The section must identify, discuss, justify, and

profile the target audience.

Specifically, this section must include:

This must be a specific and identifiable


relating to the chosen group. These

insights must be evidence-based and

relevant to the specific decisions that will be

made in your campaign.

NOTE: More than one audience can be selected.

However, a sufficient (and strong!) justification

must be provided for why more than one is


Similarly,more than one profile can be created

if it is strongly justified.

These decisions are up to you but need to

be clearly and convincingly justified.

ADVT7510: Social Media Management

Justify. Justify. Justify.

The key with this assessment is

to make decisions you think

are appropriate for the comany

and justify why you think

those are the most appropriate.

Assignment Tips

Assignment Notes

Finding consumer insights:

DO NOT conduct any primary data

collection (e.g. interviews)

Some credible sources include:

– Australian Bureau of Statistics

– IAB Australia

– We Are SocialSocial Media Marketing

Campaign Part A (25%)

Screenshots of two examples of company’s social media communications

SWOT analysis table/figure

Target audience profile


There are no minimum or maximum

requirements for the amount of references.

Some references will be needed (e.g. insights)

how many are included depends on the

quality of the source and the information it

provides – some sources may provide

detailed information and others may not.

Any (academic) referencing style is fine,

provided it is used consistently.

For help with assignment writing and judging the quality of sources:


Appendices (3 marks)

Only appendices that have been identified as required in the guidelines must be

included. No other appendices are allowed.

The following appendices are required:

*Formatting, Referencing and Communication (2 marks)

The report must to adhere to the 3-page maximum and have good formatting,

referencing and communication (see criteria sheet)

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