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COURSE CODE BCO 223 Social Media Marketing Final Task brief & rubrics

Task: Prepare and Present a Social Media Marketing Plan

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You should imagine that you are working for a small or medium size company that chooses to develop a social media strategy – it can either be a social media

strategy plan or a social media campaign plan. Assume that you are presenting your plan to the main stakeholders of the company for their approval. A key

element of the assignment is how realistic you are in your proposal.

This is an individual assignment.

At the very least, your plan should include:

• What the company does and its market.

• What you want to achieve with the social media campaign and why.

• The plan of action, the steps you will take, estimated time spans etc.

• Key messages to transmit (if appropriate).

• Key metrics by which you will measure success or failure.

• An indication of the resources you need to dedicate to it. This does not necessarily have to be financial, but could be expressed in terms of person-hours

etc.

In general, you can assume variables that are not given – but within the realms of realism! If in doubt, ask your professor for guidance. For example, there is

no specific budget set for this task, therefore you should set your own. If your company is a small, recently created enterprise, it is unrealistic for it to have a

six-figure sum to spend on social media.

The deliverable for this project is a strategy plan document.

Formalities:

• Wordcount: 1500 – 2000 words.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: May 9th before 23:59. Week (13) – Via Moodle (Turnitin).

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

• Understand social media marketing within the context of marketing strategy and IMC

• Design the social media marketing plan and apply it to reach specific social media objectives

• Analyse the social community and application of brand strategies

Plan Rubrics

Excellent 90-100

Good 80-89

Fair 70-79

Marginal Fail 60-69

Fail

Knowledge

(30%)

Demonstrates exceptional coherence of ideas for knowledge and understanding of the key concepts of social media marketing, plan is realistic.

Demonstrates good knowledge and understanding of key concepts of social media marketing at a good level.

The presentation demonstrates a satisfactory level of knowledge and understanding of concepts at this basic level but there is little evidence of research

Demonstrates poor knowledge and lack of understanding of the key concepts of social media marketing. There is no evidence of credible wider research

Demonstrates extremely poor knowledge and lack of understanding of the key concepts in social media marketing. There is no evidence of credible wider research

Plan coherence

(30%)

The plan has been very well researched and prepared, is very realistic and could form the basis of a social media marketing plan.

The plan has been well prepared, is quite realistic, but would need minor amendments and/or additions in order to form the basis of a social media marketing plan.

The plan has been quite well prepared, but it would improve with further clarification prior to its execution. Most of the assumptions are realistic, but some are unreasonable.

The plan is insufficient. Either it would require further clarification before execution, or it is unrealistic, either in scope or outcome.

The plan is inadequate. Either it would require further clarification before execution, or it is unrealistic, either in scope or outcome.

Application (30%)

Work shows an appropriate and relevant attempt to place knowledge in the context of social media marketing.

The presentation shows some attempt to place knowledge in the context of social media marketing.

There is some attempt to place knowledge in the context of social media marketing.

There is almost no attempt to place knowledge in the context of social media marketing.

There is no attempt to place knowledge in the context of social media marketing.

Communication (10%)

Provides a very clear plan, using conventions, vocabulary, and terminology of the discipline with a very high degree of effectiveness.

Provides a clear plan, using conventions, vocabulary, and terminology of the discipline with considerable effectiveness.

Provides a somewhat clear plan, using conventions, vocabulary, and terminology of the discipline with some effectiveness.

Plan is somewhat unclear.

There is a lack of use

of conventions, vocabulary,

and terminology of the

discipline.

Answer is unclear. Lack of use of conventions, vocabulary, and terminology of the discipline.

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