Social Media Marketing Campaign Planning

The company background is
not provided or the detail
provided does not clearly
demonstrate who the
company is and what they do.
The company’s broad
marketing communication
objectives are not provided or
the detail provided does not
clearly demonstrate this. Much
more detail and/or a clearer
discussion is required to
demonstrate understanding. The company background is
provided and is the discussion
somewhat explains who they
company is, what they do and the
industry/sector they fit into. The
company’s broad marketing
communication objectives are
discussed but these are either
generic (not specifically related
to the chosen company) and/or
require additional detail and
clarity. Additional or a clearer
discussion is required to
demonstrate understanding. The company background is provided
and the discussion mostly explains
who they company is, what they do
and the industry/sector they fit into.
The company’s broad marketing
communication objectives are
discussed but some of these are too
these are either generic (not
specifically related to the chosen
company) and/or require some
additional detail and clarity. At times,
additional or a clearer discussion is
required to demonstrate
understanding. The company background is provided
and the discussion explains who they
company is, what they do and the
industry/sector they fit into. The
company’s broad marketing
communication objectives are
discussed and these are related to
the chosen company. The discussion
provides a good overview of the
company and their background, and
the detail provided demonstrates
good understanding. The company background is provided
and the discussion clearly and
convincingly explains who they
company is, what they do and the
industry/sector they fit into. The
company’s broad marketing
communication objectives are
discussed and these are specifically
related to the chosen company. The
discussion provides a very good
overview of the company and their
background, and the detail provided
demonstrates very good
understanding.
Situation
Analysis
(6 marks)
An analysis of the company’s
internal and external
environment has not been
provided, or a clearer
discussion of both the internal
and external factors was
required. A SWOT analysis is
not provided or the provided
SWOT is unclear and/or not
based on the internal and
external analyses. Much more
detail and/or a clearer
discussion is required to
demonstrate understanding. An analysis of the company’s
internal and external
environment has been provided.
However, the internal factors,
external factors or both are
generic (rather than specifically
related to the chosen company)
and/or require additional detail
and clarity. A SWOT analysis is
provided but it is not based or
weakly based on the internal and
external analyses. Additional
detail or clarity is required to
demonstrate understanding. An analysis of the company’s internal
and external environment has been
provided. However, either the
internal factors or external factors
are, at times, too generic (rather than
specifically related to the chosen
company) and/or require some
additional detail and clarity. A SWOT
analysis is provided that is mostly
based on the internal and external
analyses. At times, additional detail
or clarity is required to demonstrate
understanding. A clear and concise analysis of the
company’s internal and external
environment has been provided. The
internal and external factors
identified are relevant to the
company and the environment in
which it exists A SWOT analysis is
provided that is based on the internal
and external analyses. The detail
provided demonstrates good
understanding. A clear, concise and convincing
analysis of the company’s internal
and external environment has been
provided. Both the internal and
external factors identified are highly
relevant to the company and the
environment in which it exists. A
SWOT analysis is provided that is
based on the internal and external
analyses. The detail provided is clear
and convincing, and demonstrates
very good understanding.
Campaign
Objectives
(4 marks)
The objective(s) for the
campaign is not provided or is
unclear. If provided, the
objective(s) does not follow
the SMART framework. A
justification for why the
chosen objective(s) is the most
appropriate is not provided or
is unclear. Much more detail
and/or a clearer discussion is
required to demonstrate
understanding. At least one objective is provided,
but requires significant refining
and/or additional justification, or
multiple objectives have been
identified without adequate
justification of each. The
identified objective(s) follow the
SMART framework but require
some refining to demonstrate
understanding of the framework.
Additional refining is required for
the objective(s) to be specific,
actionable and realistic. At least one objective is provided,
but requires some refining and/or
additional justification. If multiple
objectives have been identified, each
objective is adequately detailed and
justified. The identified objective(s)
follow the SMART framework but at
times require some refining to
demonstrate a deeper understanding
of the framework. At times,
additional refining is required for the
objective(s) to be specific, actionable
and realistic. An objective is provided using the
SMART framework. If more than one
objective is included, all are specific,
actionable and realistic, fit together
within the broader campaign, and are
clearly justified. From the discussion,
it is clear that the most appropriate
objective(s) for this campaign has
been developed. Sufficient detail has
been provided to demonstrate
understanding. A specific, actionable and realistic
objective is provided using the SMART
framework. If more than one
objective is included, all are specific,
actionable and realistic, fit together
within the broader campaign, and are
clearly justified. It is clearly indicated
why more than one objective is
appropriate/required. Additionally,
from the discussion, it is very clear
that the most appropriate objective(s)
for this campaign has been
developed. Sufficient detail has been
provided to demonstrate very good
understanding. FAIL (<4)
< 50%
PASS (4)
50 – 64.9%
CREDIT (5)
65 – 74.9%
DISTINCTION (6)
75 – 84.9%
HIGH DISTINCTION (7)
85 – 100%
Target Audience
Profile
(6 marks)
A specific target audience is
not identified or is unclear. The
justification for the choice of
target audience is not provided
or is unclear. Key insights
relating to the identified
audience are not provided or
are unclear. The insights are
not based on secondary
research. A target audience
profile has not been included
and/or the discussion lacks
clarity. If included, the profile
does not appear to be based
on the consumer insights.
Much more detail and/or a
clearer discussion is required
to demonstrate understanding. A target audience is identified
but requires significant refining,
or multiple target audiences have
been identified without adequate
discussion of each group. The
justification for the choice of
target audience is provided but
could be clearer. Some insights
relating to the identified
audience are provided. However,
these are either too general or
need to be more related to social
media marketing decisions (e.g.
consumer behaviour, media
habits and other relevant
insights). Some of the insights are
based on secondary sources. A
target audience profile has been
provided and appears to be
somewhat based on the
consumer insights. The discussion
of the target audience and
profiling requires more detail to
demonstrate course learning. A specific target audience is
identified but requires some refining.
If more than one is identified, each
target audience group is adequately
discussed but may require some
refining. The justification for the
choice of target audience is provided
but at times could be clearer. Insights
relating to the identified audience
are provided but are at times are
either too general or need to be
more related to social media
marketing decisions (e.g. consumer
behaviour, media habits and other
relevant insights). Most of the
insights are based on secondary
sources. A target audience profile has
been provided and appears to be
based on the consumer insights. At
times, the discussion of the target
audience and profiling requires more
detail to demonstrate course
learning. A specific target audience is
identified and is clear. If more than
one is identified, it is apparent why
more are needed and each target
audience group is adequately
discussed. The justification for the
choice of target audience is provided
and is clear Key insights relating to
some of the consumer behaviour,
media habits and other components
of the identified audience are
provided and are clear and relevant
to social media marketing decisions.
The insights are based on multiple
credible secondary sources. A clear
target audience profile is provided
based on the consumer insights. The
discussion of target audience and
profiling demonstrates a good
understanding of the course content. A specific target audience is identified
and is clear. If more than one is
identified, it is very apparent why
more are needed and each target
audience group is clearly discussed.
The justification for the choice of
target audience is provided and is
clear and convincing. Key insights
relating to the consumer behaviour,
media habits and other components
of the identified audience are
provided and are thoughtful, clear
and relevant to social media
marketing decisions. All insights are
based on evidence, taken from
multiple credible secondary sources.
A clear and succinct target audience
profile is provided based on the
consumer insights. The discussion of
target audience and profiling
demonstrates a very good
understanding of the course content.
Appendices
(3 marks)
All or some of the required
appendices have not been
included or, if they have been
included, they are
underdeveloped, or
appendices that are not in the
list of required appendices are
included. All required appendices have
been included but require a
higher level of relevance to the
chosen company, target audience
and/or campaign, and/or
additional detail or clarity to
demonstrate understanding.
Only the required appendices are
included. All required appendices have been
included but some require a higher
level of relevance to the chosen
company, target audience and/or
campaign, and/or at times additional
detail or clarity to demonstrate
understanding. Only the required
appendices are included. All required appendices have been
included. Appendices are relevant to
the chosen company, target audience
and/or campaign and demonstrate
good understanding. Only the
required appendices are included. All required appendices have been
included. Appendices are very
relevant to the chosen company,
target audience and/or campaign and
demonstrate very good
understanding. Only the required
appendices are included.
Formatting,
Referencing and
Communication
(2 marks)
Communication is unclear.
Many issues with coherence,
consistency and/or flow. Many
formatting spelling and/or
grammatical issues. The
critique does not adhere to the
formatting requirements. The
report is over the 3-page
maximum. Communication is sometimes
unclear. Issues with coherence,
consistency and/or flow. Many
formatting, spelling and/or
grammatical issues. The critique
sometimes adheres to the
formatting requirements. The
report is within the 3-page limit. Communication is mostly clear. Some
issues with coherence, consistency
and/or flow. Some formatting,
spelling and/or grammatical issues.
The critique mostly adheres to the
formatting requirements. The report
is within the 3-page limit. Communication is clear. Few issues
with coherence, consistency and/or
flow. Few formatting, spelling and/or
grammatical issues. The critique
adheres to the formatting
requirements. The report is within
the 3-page limit. Communication is very clear. No
issues with coherence, consistency or
flow. No formatting spelling or
grammatical issues. The critique
always adheres to the formatting
requirements. The report is within the
3-page limit.