Business and Management

MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE __________________________________________________________________________ Course : Bachelor of Arts (Hons) Business and Management (Top- up) BAMD5 2022A Module : UGB321 E-Marketing Strategy MDIS Module Tutor : Mr. Frankie Lim Assessment : Individual Assignment Due Date : 30 April 2020 Weighting within Module : 100% __________________________________________________________________________ Assignment Submission Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non-submission. If your centre supports Turnitin©, a copy of your Turnitin© originality report must be submitted in conjunction with your assignment. PLAGIARISM/INFRINGEMENT STATEMENT All Assessments are subject to the University’s Policy on ‘Cheating, Collusion and Plagiarism’. Students found guilty of this are subject to severe penalties. This is an INDIVIDUAL piece of work – If there is evidence that the work is not wholly attributable to you, the University’s policy on ‘Cheating, Collusion and Plagiarism’ will be applied. Link to University Academic Integrity and Misconduct Policy? METHOD: 100% Practical: The medium chosen for the students’ work should be co- created between the teacher and the student. BRIEF OUTLINE: This practical assessment requires students to complete a set of four tasks. These are designed to meet the module’s learning outcomes and allows the student’s work to be presented in a digital marketing form. The assessment provides students the opportunity to decide on an appropriate format and medium for the delivery of their work, with the agreement of the module lead.BRIEF OUTLINE OF TASK: Students are required to complete each of the four tasks:Task one Co-creation of format and medium.Task two Creation of content piece number one.Task three Creation of content piece number twoTask four Digital marketing analytics.Below is an example of what a student’s assessment journey may look like:Format MediumVideo Creating a vlog channel such as YouTubeAudio Creating a podcast channel such as Buzz SproutWritten Creating a blog site such as Blogger.comUGB 321ASSESSMENT CONTEXT: Task One: Students should decide if they would like to submit their work by either a video, audio, or written format. This will subsequently determine if the student is to launch a vlogging (video), podcasting (audio) or blogging (written) channel. 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. Task Two: Case Study 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: Option 1:Covid-19 coronavirus has created an unprecedented global pandemic, health hazards and economic disruptions worldwide. Every country’s government has their own strategy to confront the major threats. The crux of Singapore’s strategy is to slow down the infection rate and maintain it at as low a level for as long as possible, Health Minister, Mr Gan Kim Yong said in Parliament (The Straits Times, 25 March 2020). This will help the country to better conduct epidemiological investigations, contact tracing and quarantining of close contacts, to prevent further spread and to preserve healthcare capacity to care for the more severe cases. Singapore’s 3-pronged strategy to fight Covid-191. Reduce importation of cases2. Detect and isolate cases early3. Emphasis on social responsibility and good personal hygiene Subsequently, a ‘circuit-breaker’ was implemented for two months and later lifted with a series of new measures under Dorscon Orange alert. Throughout, there was an emphasis of public education, enforcement and support. Recently, there has been no local transmission for the past days and imported transmissions contained. As such, The Prime Minister has just announced that we will be moving into Phase 3 with more relaxation on 28 December 2020 with the availability of the vaccines from then on.UGB 321Students should critically evaluate the following aspects:? The identification of the first imported case of Covid-19 in Singapore and how it transmitted and eventually to the local community.? The public education campaign on Covid-19 using integrated media strategy.? Covid-19’s digital marketing strategies and how they continued to engage the community through various online channels? How supporting brands apply various digital platforms and give examples of how they utilised social media to engage target audiences during the Covid-19 period? What were the digital marketing objectives in relation to Charlesworth (2018)?? How could relevant, credible academic/practitioner models (such as McGruer, 2020) be applied to the campaign?

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