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Module: mktg 324, E-marketing

Lecturer: Evita Gantina

Group Research Project

Assessment Type: Written & presentation

Assessment Grade Weight: 30% of overall Grade

Thessaloniki – Fall 2023

Assignment Description

You will be required to build a social media marketing plan. This assignment will allow you to familiarize yourselves with the marketing planning process and facilitate hands-on application of social media marketing strategy. 

Find a business, and follow all their social media accounts. Have a brainstorming session in which you can build a social media strategy around their accounts. What type of message or campaign makes sense for this particular brand? Should you be tweeting funny quotes? Should you be posting events that are happening locally? Should you be offering a special promotion to your followers. Have your team members decide what the overall message should be.

Make clear what the strategic goals are. Do you want to increase traffic to the business’ site by 10%? Do we want to grow Facebook or Tik Tok followers by 50%?

Once a strategy has been agreed upon, develop a content calendar that maps out the topics and offers you plan to promote for the nest six months.

At the end of the course, each group should write a social media marketing plan. On the deadline each group will turn in a document containing the above information. The written report should summarize all of the information requested above, and it should do so in no more than 1.500 words (12 pt. font; double-spaced). However, in addition to the 1.500 words you are free to add as many exhibits as you think are necessary. These exhibits may include charts, tables, data analyses and/or summary statistics, pictures, videos, transcripts, etc. Use them effectively to convey the specifics of the information requested above.

Share the findings with the rest of the class. The presentation is 10 min and 20% of the project grade.

Specifications:

The social media marketing plan and presentation should be inclusive of the following:

Title Page

Table of Contents

Executive Summary

Overview (an overview of the client’s current social media presence, a competitive analysis, goals, strategies, target market, tools, implementation, monitoring, and budget)

Social Media Audit

SWOT Analysis

Target Market

Competitor Assessment

Goals, Objectives, and Metrics

Social Media Strategy and Platform Selection

Roles and Responsibilities

Content Strategy

Distribution Strategy

Employee Advocacy Program

Social Media Policy and Critical (Crisis) Response Plan

Influencer Program

Advertising Strategy

Results

Recommendations

Format: The paper should be professional in presentation. It should have a title page and be typed, double-spaced, 12 point font, spell-checked, grammar checked, etc. It should have appropriate headings. Pictures, graphs, and tables are a plus.

Grading: The paper will be graded firstly on your ability to apply and demonstrate an understanding of course concepts. It is a paper that requires a thoughtful interpretive report to receive maximum credit. The paper will also be graded on style, clarity, concision, insight, etc.. Each student will receive an individual grade.

Presentation Guidelines

The presentation will be graded on 3 overall factors that will be weighted as follows:

• Quality of the content (depth and breadth of the material) – 20%

• Quality of the visual aids (Powerpoint slides, charts, proposed ads, etc.) – 50%

• Quality of the delivery – 30%

The presentation will account for 20% of the overall project grade and each student will receive an individual grade.

Scoring Rubric for Oral Presentations

Content and Scientific Merit

Introduction:

○ Defines background.

○ States objective, and is able to identify relevant questions.

Body:

○ Presenter has a scientifically valid argument.

○ Addresses audience at an appropriate level (rigorous, but generally understandable to a scientifically-minded group).

○ Offers evidence of proof/disproof.

○ Describes methodology.

○ The talk is logical.

Conclusion:

○ Summarizes major points of talk.

○ Summarizes potential weaknesses (if any) in findings.

○ Provides you with a “take-home” message.

Speaking Style/Delivery

○ Speaks clearly and at an understandable pace.

○ Maintains eye contact with audience.

○ Well rehearsed (either extemporaneous or scripted presentation).

○ Limited use of filler words (“umm,” “like,” etc.).

○ Speaker uses body language appropriately.

○ Speaker is within time limits.

○ Speaker is able to answer questions professionally.

Audio/Visual

○ Graphs/figures are clear and understandable.

○ The text is readable and clear.

○ Audio/Visual components support the main points of the talk.

○ Appropriate referencing of data that is/was not generated by presenter

General Comments

TOTAL SCORE _______ / 100

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