Subject Name: Digital Marketing and Communication
Assessment Title Digital Marketing Audit
Assessment Type: Length: Individual Written Analysis 3000 words
Your task
Individually, you are required to select an Australian small to medium size business. In this case, I choose LegalVision (https://legalvision.com.au) and conduct a digital marketing audit of its digital platforms.
students will be given an opportunity to evaluate technologies such as TV, interactive media, the internet, electronic marketing and social media, and the ways these can be utilised by marketers as well as evaluate e-marketing compared with traditional and blended methods to identify future opportunities for business growth.
Assessment Instructions
Using the digital audit framework (shown below), you are to conduct an audit on the business you have selected by writing an 8-page analysis of how the business is performing in a digital landscape. More specifically, you must address the following requirements and structure:
1. A succinct introduction of the business including but not limited to a brief history, location information, size of the business, product/service offering and so on.
2. Which digital platforms is the business using and not using? Explain why the business is implementing their chosen platforms.
3. Using the digital audit framework, how is the business implementing their digital strategy?
4. Based on your findings, where is the business finding success? Justify your answer.
5. What are competitors doing, and where are competitors finding success online?
6. Based on your findings and using the digital audit framework, where (not how) could the business improve?
7. References (not included in the word limit of your submission)
*Adopted from Tewari, S 2018, A Complete Digital Marketing Audit Guide, Digital Vidya, viewed 20th January 2020 https://test.digitalvidya.com/blog/digital-marketing-audit/amp/
To get the most benefit from this assessment, it is ideal if you can spend time engaging with the company first hand to get a strong
understanding of their overall business strategy and all of its digital marketing platforms (e.g. website, mobile app, social media,
eCommerce etc.) Your digital marketing audit will use the four components of a digital marketing audit (see above) to help you with
explaining how your chosen business is currently performing in a digital space.
You are required to use at least 10 sources of information. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your analysis.
Marking Rubric
Marking
Criteria ( /100) F (Fail) 0 – 49% P (Pass) 50 – 64% C (Credit) 65 – 74% D (Distinction) 75 – 84% HD (High Distinction) 85 -100%
Overview of the business and its digital tools
/10 marks You have provided limited or no overview of the business and its digital tools with limited or no supporting analysis of their usage. You have provided a basic overview of the business and its digital tools that are supported by a brief analysis of their usage. You have provided a clear overview of the business and its digital tools that are supported by a brief analysis of their usage. You have provided a clear overview of the business and its digital tools that are supported by a detailed analysis of their usage. You have provided a comprehensive overview of the business and its digital tools that is supported by an excellent and well- detailed analysis of their usage.
Critical Analysis
/30 marks You have provided a basic description or no analysis of how the business is implementing its digital strategy—limited or no use of the digital audit
framework. You have provided a limited analysis of how the business is implementing its digital strategy by using the digital audit framework. You have provided a suitable analysis of how the business is implementing its digital strategy by using the digital audit framework. You have provided a clear analysis of how the business is implementing its digital strategy by using the digital audit framework. You have provided a critical analysis of how the business is implementing its digital strategy by using the digital audit framework.
Suggestions and Discussion of Improvement
/15 marks You have not provided any suggestions for improvements, or the quality of your suggestions is poor and/or incoherent. You have proposed basic suggestions by discussing where (not how) the business could improve. Further in- depth analysis would have improved the quality of your
suggestions. You have proposed suitable suggestions by discussing where (not how) the business could improve, although further detail would have enhanced the quality of your suggestions. You have proposed detailed and suitable suggestions by discussing where (not how) the business could improve. You have proposed comprehensive and suitable suggestions by discussing where (not how) the business could improve.
Theory Knowledge and Application
/15 marks Your proposal applies minimal or none of the relevant MBA631 theories and concepts. You have applied some of the relevant MBA631 theories and concepts. You have applied many of the relevant MBA631 theories and concepts. You have applied most of the relevant MBA631 theories and concepts. You have comprehensively applied all of the relevant MBA631 theories and concepts and did so convincingly.
Research
/10 marks Your research lacks focus, and/or you have chosen unsuitable or bogus sources, which do not link to the required assessment task. You have demonstrated a basic level of research, which is supported by a reasonable selection of primary and/or secondary sources. You have demonstrated substantial research, which is supported by a reasonable selection of primary and secondary sources. You have demonstrated substantial research, which is supported by an appropriate selection and range of primary and secondary sources. You have demonstrated extensive research, which is supported by an appropriate selection and range of primary and secondary sources.
Grammar/Spelling
/10 marks Spelling and/or grammar is consistently incorrect. It impacts on the flow and readability of your analysis. Though there are some errors in grammar and spelling, these do not detract from the readability and flow of your
analysis. Mostly correct grammar and spelling but any errors do not impact on the readability and flow of your analysis. Errors in grammar and spelling are rare, which enhances the readability and flow of your analysis. Perfect grammar and spelling throughout, which enhances the readability and flow of your analysis.
In-text Citations and Referencing
/10 marks Neither in-text referencing and/or reference list adheres to Kaplan Harvard Referencing Style. In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors. Both, in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors. Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.
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