MKTG6006 Digital and Interactive Marketing
MKTG6006 Digital and Interactive Marketing
Innovation Feasibility Case Study (Facilitation)
Assignment Brief
For the case study, students are to choose a brand / firm with an active English website. A topic on digital marketing innovation will be randomly assigned to each student. The overall task is to develop a case study to review the digital marketing innovation and evaluate the appropriateness for the chosen brand / firm to implement the innovation.
Topics are:
Social Listening
Chatbots
Programmatic advertising
The Case Study Facilitation will be assessed in two different parts: (1) recorded facilitation or presentation; and (2) Case Study Presentation Report
Part I - Case Study Presentation
Imagine you are introducing and proposing the digital marketing innovation to your line manager. Your job is to convince them to invest and implement the digital innovation into the business. Each student will need to record themselves presenting the case study. The presentation should be no more than 20-minute in duration.
Part II Facilitation Presentation Report Structure
The presentation slide deck report can be in bullet point, however it MUST BE readable and understandable to a person that is NOT LISTENING to the recording
Company Summary
company, market, major competitors, online presence (website, social network page, etc.)
This section is critical when you are assessing how and why you should implement / not implement the digital marketing innovation for this chosen brand / firm
Introduction of the digital marketing innovation (suggested to be 4-6 slides)
These are questions to prompt what you need to include and these questions should not be used as headings for your slide deck:
What is the innovation and what are some examples of the innovation (e.g., Alexa is an example of a website analytic tool)?
How does the innovation work and how has the marketing industry used it?
What are the technical aspects of the innovation (provide clear explanation how it works and operates)?
How do you setup the innovation?
Why is the innovation important (tips: think about the unit content / topics)?
Critical analysis of the digital marketing innovation What is the strength and limitation of this digital marketing innovation (suggested to be 6-8 slides)
These are questions to prompt what you need to include and these questions should not be used as headings for your slide deck:
How can you use the innovation to achieve marketing competitiveness (strength) and provide examples?
How can you use the innovation to inform your marketing decision (strength) and provide examples??
What type of company or business model would benefit (strength) or would not benefit from (limitation) using this innovation (provide example)?
What are the downfalls of the innovation or what cant you measure (limitation) and provide examples??
What are the caveats that marketers need to understand when they use this innovation (limitation) and provide examples??
What are the challenges and difficulties of using this innovation (limitation) and provide examples?
Suggestions and Conclusion how and why would you implement the digital marketing innovation for the chosen brand / firm? (suggested to be 4-6 slides)
These are questions to prompt what you need to include and these questions should not be used as headings for your slide deck:
What are the resources that are required to implement this innovation?
Justify why you would implement this innovation for your chosen company?
Provide clear use cases on how the chosen company can use this innovation (tips: provide clear objective, implementation plan, and justification).
What are the benefit and limitations of your proposed implementation?
Provide an example of your proposed implementation that has been successful for other brands.
Formatting
The length of the report should not be more than 30 slides (without reference and appendices)
