University Singapore Management University (SMU)
Subject Online Marketing Strategies Analytic

Overview

This is an individual written assessment that requires you to write a report which analyses a brand’s current online presence and critically analyse the way the brand uses its digital channels to markets its services and offerings.

Objectives of the assignment

For this assignment you will need to:

  1. Select one of three Australian health messages as your client.
  2. Analyse and evaluate the health message’s current online presence and the digital marketing strategies they have adopted to reinforce the brand and its offerings.
  3. Provide recommendations and suggestions on how the brand can improve and enhance its online presence so as to drive website traffic, increase conversion rates, and enhance brand awareness and engagement.

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Assignment brief and guidelines

The assignment requires you to critically analyse the digital marketing strategies of an Australian health message.

1. Select a health message from one of the following:

  • Alcohol Think
  • LiveLighter
  • SunSmart

2. Your report and analysis MUST include the following digital channels used by the health message

  • Website
  • Facebook

3. Review the fictitious data (PDF files) we have provided to support your discussions in the report

  • Alcohol Think Again (traffic data | search terms | linking sites )
  • LiveLighter (traffic data | search terms | linking sites )
  • SunSmart (traffic data | search terms | linking sites )

4. Consult external resources such as industry reports and magazines to support your discussions in the report.

Structure of your report

  1. Company Summary (100-150 words) – Provide a brief overview of the health message and the current state of the industry they operate in.
  2. Strengths (150-200 words) of the health message’s digital marketing strategies – discuss the strengths of the health message’s website and Facebook channel
  3. Limitations (150-200 words) of the health message’s digital marketing strategies – Discuss the limitations of the health message’s website and Facebook channel
  4. Recommendations (150-200 words) – Provide at least TWO recommendations on how the brand can improve their online presence to drive website traffic, increase conversion rates, and enhance brand awareness and engagement.
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