MKT555 Student-Led Social Media Marketing Campaign for SBIZ at SUSS, Singapore

Section A (100 marks)

Answer all questions in this section.

Background

The School of Business (SBIZ) at the Singapore University of Social Sciences (SUSS) has recently launched its LinkedIn account. Assume that you have been tasked by SBIZ to assist in managing its LinkedIn platform for two months, from 1 May to 30 June 2025. Your role is to design a student-led social media marketing campaign that can be executed by current students to effectively promote SBIZ to the public. Your answers should focus on social media marketing strategies and content that students can implement to enhance SBIZ’s online presence.

Refer to the SBIZ official website for details on its vision, mission, and core beliefs, which should serve as the foundation for your campaign: https://www.suss.edu.sg/about-suss/schools/sbiz/about

Main Task

Design a student-led social media campaign for the School of Business at SUSS.

Question 1

Formulate THREE (3) key social media marketing goals for your campaign, ensuring that they align with the vision, mission, and core beliefs outlined on the SBIZ website. The goals should reflect a strategic mix that enhances SBIZ’s online presence and supports its broader objectives. For each goal, you must compose a clear and specific goal statement that defines what the campaign aims to achieve. You should also justify how each goal contributes to the long-term impact and effectiveness of SBIZ’s social media marketing efforts.

(Max. 300 words) (20 marks)

Question 2

Evaluate key target audiences for your campaign and propose the corresponding content and keyword themes that will appeal to each audience.

(Max. 300 words) (20 marks)

Question 3

Construct a detailed two-month content calendar (from 1 May to 30 June 2025) that clearly articulates the type of content to be produced, including the main theme for each post and its publication schedule. The calendar should incorporate the FOUR (4) main types of social media content to optimise the content strategy.

(Max. 300 words – the calendar must be typed out; do not insert it as an image to ensure that word count and Turnitin can detect it.) (20 marks)

Question 4

Design TWO (2) social media posts for SBIZ’s LinkedIn platform, which may be in any format (e.g., text, photo, video, meme, infographic) (20 marks). Next, critique how each post enhances and contributes to achieving the social media goals established in Question 1.

(Hint: Apply relevant social media marketing strategies discussed in the course when developing your posts).

(Max. 300 words; excluding visual elements) (40 marks)