MKT368 Digital Marketing Tutor-Marked Assignment 2026 | SUSS, Singapore

MKT368 Tutor-Marked Assignment

This assignment is worth 14% of the final mark for MKT368 Digital Marketing.

The cut-off date for this assignment is 13 September 2026, 2355hrs.

Question 1

Singapore has retained its position as the world’s most expensive city for the affluent for the fourth consecutive year, according to the Julius Baer Global Wealth and Lifestyle Report 2026. This ranking reflects the premium that global investors place on Singapore’s political stability, strong currency, rule of law, and reputation as a safe haven for capital.

As wealthy individuals increasingly focus on value rather than cost alone, Singapore continues to attract those seeking a combination of security, quality of life, and long-term wealth preservation. Julius Baer noted that Singapore remains a “natural choice” for affluent families due to its stability, strong institutions, and sense of security when planning for the future.

The city-state’s high ranking is driven largely by the cost of residential property and cars, as well as the strength of the Singapore dollar. At the same time, the report argued that Singapore’s position should not be viewed simply as a cost burden but as a reflection of qualities that globally mobile individuals consistently seek, including economic resilience, global connectivity, and the scarcity value of key assets.

While Singapore’s high costs reinforce its attractiveness to many investors, they create a different set of challenges for tourists and residents. For investors, high prices are often seen as a worthwhile trade-off for lower risk and greater security. Singapore’s reputation as a stable, well-governed, and globally connected financial hub means that many investors continue to view it as a premium destination where wealth can be protected and grown over the long term. Rather than deterring investment, high costs can reinforce perceptions of exclusivity, quality, and long-term value.

For tourists, however, rising costs are a more visible concern. Some travellers perceive Singapore as an expensive destination due to higher hotel rates, attraction fees, food prices, and transportation costs. Some tourists, particularly those from neighbouring Asian markets, may opt for destinations such as Thailand, Vietnam, or Indonesia, where their travel budgets can stretch further. Social media discussions have also amplified perceptions of Singapore as a costly place to visit. However, tourism stakeholders argue that Singapore should compete on the quality and uniqueness of its experiences rather than on price alone.

For Singaporeans, the impact of rising costs is even more direct. Higher prices affect everyday necessities such as groceries, utilities, housing, transportation, education, and healthcare. Cost of living remains one of the top concerns among residents, with many households adjusting their spending habits and becoming more cautious about future financial security. Although government measures such as CDC vouchers, rebates, and support packages have been introduced to help ease the burden, many Singaporeans continue to grapple with the challenge of maintaining their quality of life amid rising costs.

Singapore’s high costs present both opportunities and challenges. While they reinforce the country’s image as a premium, stable, and globally respected destination for investors, they may discourage some tourists and add financial pressure on residents. Ultimately, Singapore’s success will depend on its ability to continue delivering value—through stability and wealth preservation for investors, memorable experiences for tourists, and opportunities, quality public services, and a high standard of living for Singaporeans—while remaining competitive, liveable, and inclusive.

Adapted from Angela Tan (7 Jul 2026) Singapore tops list of most expensive cities for the rich for 4th year running, retrieved from https://www.straitstimes.com/business/singapore-topslist-of-worlds-most-expensive-cities-for-the-rich-for-4th-year-running

Imagine you are a digital marketing consultant engaged by the Singapore Government, Singapore Tourism Board, or another public/private organisation. Evaluate Singapore’s current digital brand presence through a digital audit and propose an integrated digital marketing campaign to enhance its image and engagement. Your proposal should combine strategic analysis with creative and innovative ideas.

The word limit for this proposal is 900 words (excluding links, tags, captions and references, if any). Please do not exceed the word limit. Reports that fail to conform to the word limit will be penalised.

In your proposal, you should address the following:

(a) Context and Situation Analysis:

Determine Singapore’s current digital marketing activities and digital media platforms in use. Support your analysis with appropriate evidence such as screenshots, examples of content, or platform links, and briefly explain how these activities position the brand within the digital landscape.

(5 marks)

(b) Campaign Objective:

Propose a clear and measurable campaign objective. Justify why this objective is strategically appropriate given the country’s current digital context and market environment.

(5 marks)

(c) Brand Expression and Creative Direction:

Define Singapore’s brand personality conveyed in your campaign and articulate the intended message and tone. Demonstrate how these elements would be communicated creatively by developing a headline or tagline that encapsulates the campaign’s central idea.

(25 marks)

(d) Target Persona Analysis:

Develop and analyse a target persona that aligns with the organisation and campaign objectives in Part (b). The persona may be adapted from existing research or created for your proposed campaign. Support your analysis with relevant visuals or content examples.

Note: Students are encouraged to leverage generative AI tools to create visuals that help express and bring the target persona to life (e.g. lifestyle images, mood boards, or persona illustrations). If generative AI is used for this purpose, students must include the prompts used to generate the visuals as part of their documentation in accordance with the University’s guidelines on AI usage and attribution.

(10 marks)

(e) Digital Platform and Content Strategy:

Select up to three (3) digital media platforms and apply them strategically to your proposed campaign. For each platform:

• Justify why it is appropriate for the target persona and campaign objective.
• Explain how the platform will be used within the campaign.
• Discuss the type of content you will deploy on each platform and how the platforms are applied creatively and differently to form a unified campaign experience (e.g. website for storytelling and conversion, YouTube for product demonstrations, social media for engagement).

(45 marks)

(f) Conclusion:

Indicate, with reference to the preceding analysis, how the selected digital media platforms, content strategies, target persona and intended reach are cohesively aligned to support the overall campaign objective. In your conclusion, critically evaluate the overall effectiveness and creativity of the campaign as an integrated digital strategy.

(10 marks)

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