MKT2013 ASSIGNMENT 3

MKT2013 ASSIGNMENT 3 Weightin" rel="nofollow">ing: 45% In this assignment we ask you to imagin" rel="nofollow">ine you are the Brand Manager for the enterprise you selected in" rel="nofollow">in Assignment 2. (which is Jeep Automotive) This assignment builds on from the first and second assignments. Assignment task As the Brand Manager you have been commissioned by the Chief Marketin" rel="nofollow">ing Officer (CMO) to develop a visual communication artefact that provides the CMO in" rel="nofollow">information and a rationale on the best ways to use digital analytics to co-create value for the brand now and in" rel="nofollow">into the future. Target audience for your visual communications artefact: • CMO Message for your visual communications artefact: • Information and a rationale on the best ways to use digital analytics to co-create value for the brand now and in" rel="nofollow">into the future • The digital analytics target market to co-create value with the enterprise is the NEW target market that you selected for the enterprise in" rel="nofollow">in Assignment 2 (which is the lower in" rel="nofollow">income earners) References • All visual artefacts should have a correspondin" rel="nofollow">ing reference list either embedded in" rel="nofollow">in the artefact or separately provided in" rel="nofollow">in a Word document. All references should follow the Harvard AGPS guidelin" rel="nofollow">ines https://www.usq.edu.au/library/referencin" rel="nofollow">ing/harvard-agps-referencin" rel="nofollow">ing-guide A visual communications artefact maybe: • A PowerPoin" rel="nofollow">int slide with audio (10 slides +/- 10%) Step 1: Refer back to Shannon and Weaver’s Transmission Model (week 1). • Note that: o the missin" rel="nofollow">ing component from this model is the feedback loop o digital analytics is a form of feedback from the target audience o consider the sorts of analytics (qualitative and quantitative) that are likely to give the best feedback (what would the CMO want to know?) from the Brand’s NEW target market? Step 2: Refer back to Assignment 1 on co-creation of value • Note that: o You synthesised a number of different resources to create an essay about value co-creation. o The understandin" rel="nofollow">ing you have about value co-creation developed from completin" rel="nofollow">ing the first assignment and the various modules on value co-creation in" rel="nofollow">in the course will underpin" rel="nofollow">in the sorts of digital analytical feedback you would consider usin" rel="nofollow">ing. Step 3: Refer back to Assignment 2 • The assignment is based on the enterprise you selected in" rel="nofollow">in your second assignment and the NEW target market you developed in" rel="nofollow">in your second assignment o Note, the target market is not the existin" rel="nofollow">ing one the enterprise is already targetin" rel="nofollow">ing. o The target market is the new target market you selected in" rel="nofollow">in part 3 of the second assignment. o consider the sorts of feedback you require from the brand’sNEW target market o consider the channels the NEW target market are currently usin" rel="nofollow">ing o consider the channels the NEW target market are likely to use in" rel="nofollow">in the future (be as creative as you like). Step 4: • refer to modules 7, 8 and 9 when considerin" rel="nofollow">ing the brand’s NEW target market’s current and future usage of digital channels and sorts of analytics that are likely to be collected from these channels. • do some research to further your own knowledge on future channels and digital analytics so that you have a good understandin" rel="nofollow">ing of the strengths and weakness of the various types of analytics and the feedback they provide back to the enterprise about their the brand and their target market. Step 5: • develop the visual communication artefact • check the assignment again" rel="nofollow">inst the markin" rel="nofollow">ing criteria • edit your work • submit the assignment on time and on Study Desk