Students should brand their chosen medium in relation to the context of the assessment. Both the format and medium should be agreed with the module tutor.
Option 1
Create a piece of digital content [15-minute vlog or 15-minute podcast or 850-word blog post] critically evaluating either one of the topics below:
The Singapore National Day Parade (NDP 2020) is an iconic event and the most celebrated key national event in Singapore and Singaporeans abroad. Every year, Singaporeans and Singapore residents look forward to a spectacular parade with emotional storytelling, colour performances and fireworks, either at the Padang, Stadium or Floating Platform and a live telecast on national television. This year, due to COVID-19, the NDP 2020 parade took a different turn
Students should critically evaluate the following aspects:
1.NDP 2020’s transformation from a physical platform to a semi-digital platform while still maintaining the NDP brand promise, key messaging and iconic elements of the parade
2.NDP 2020’s digital marketing strategy and how they continued to engage the community through various online channels
3.How supporting brands celebrated the NDP 2020 on various digital platforms and give examples of how they utilised social media to engage customers during the NDP season
4.What were the digital marketing objectives in relation to Charlesworth (2018)?
5.How could relevant, credible academic/practitioner models (such as McGruer, 2020) be applied to the campaign?
Option 2
River Hongbao 2020 (RHB 2020) is a 10-day extravaganza of lights, sights, and sounds to usher the Chinese New Year. It is Singapore’s most anticipated Lunar New Year event that is usually held at The Float @ Marina Bay Since its first rendition in 1987, River Hongbao has become the largest and most talked-about Lunar New Year event in Singapore attracting over 1millioin visitors. However, over the recent years, the event has seen a drop in visitorship while losing its appeal to the younger generation. As such, River Hongbao embarked on a new digital marketing strategy in 2019.
Students should critically evaluate the following aspects:
1.RHB 2020’s new digital marketing strategy with the aim to attract the younger generation (explore the branding, value proposition, digital channels, customer journey)
2.The success and challenges of the strategy/campaign and how was it measured/KPIs
3.What were the digital marketing objectives in relation to Charlesworth (2018)?
4.How could relevant, credible academic/practitioner models (such as McGruer, 2020) be applied to the campaign
Students are required to create a second piece of separate content [15-minute vlog or 15- minute podcast or 850-word blog post], ideally focusing on their format (e.g. video) and medium (e.g. YouTube). The contentshould criticallyexaminethe strategic application of various platforms various their chosen medium (such as YouTube, Blogspot, PodBean for example) in the digital marketing environment today.
• The identification of any industry success stories
• Any examples of brands integrating this approach
• The current digital trends in relation to the medium
• The composition of the customer avatar, targeted to engage with this medium
• Identify the search engine optimisation opportunities
Students are required to provide an annotated screen shot of their platform’s free analytics. This should be achieved via free analytical tools provided within the platform, or free analytical tools such as the highly regarded Google Analytics tool. Focusing on at least one KPI (e.g. bounce rates), students should provide analytical annotations [suggested 500 words in total] on how this measurement is utilised within digital marketing strategy today. Students should consider the key actions and decisions of the digital marketer in relation to this measurement