Please view the assignment guide attached for the full instruction and requirement. Below it the assignment overview only:
Length: The report should consist of 5000-6000 words (+/- 10% and does not include tables, charts, figures, or appendices) | and presentation should be 1-2 minutes with 5-10 slides (+/- 10%)
Overview
Role and Client
You are acting as a digital marketing consultant. Your client is Premier Group, a liquor retailer based in the Buffalo/New York region in the United States. Your analysis must focus on the US market, especially New York, Buffalo, the East Coast and relevant competitors in this region.
Do not treat this as an Australian liquor market report.
Core Goal
Your task is to evaluate Premier Groups current digital marketing strategy and recommend a realistic, innovative and measurable strategy that improves the customer experience, strengthens channel performance and supports business growth.
Premier Group currently uses a click-and-brick model, combining physical stores, websites, social media, email, store ads, blogs, gifts, promotions and tasting events . Your report should explain how these channels can be better connected into a consistent customer experience.
Assessment Details
In this assessment, you will be provided with a company case study. You will prepare a report that includes an evaluation of the companys current marketing communication and your proposed digital marketing strategy. You will also develop a presentation that summarizes your digital marketing strategy. The report and presentation are to be delivered to a Senior Marketing Manager and a Finance Manager from the company. As such, you should communicate at a suitable professional level, using specialized terms and concepts appropriate to their expertise. Use the structure and guiding questions outlined below when constructing your report.
Your report should include the following:
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1. Introduction |
– An overview of the company e.g.the industry it operates in, mission, primary objectives – The main purpose of the report |
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2. Analysis of business |
– Evaluate and articulate the companys marketing objectives – Include a customer experience journey map in which you identify and discuss customer pain points. – Analyse the companys marketing communication. Identify and explain the benefits and limitations of their current marketing communication. Focus on customer relationship management and marketing return on investment. – Identify and explain the problem/s with the companys current marketing strategy based on your analysis. – Digital marketing strategy |
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3. Discuss the strategies that the company can use to synthesize its existing channels to create a consistent experience for customers across those channels. |
– Explain how you would implement a strategy for multichannel, multimedia and mobile marketing that aligns with the companys business goals and brand. – Propose solutions to eliminate the customer pain points that you identified in the customer experience journey. |
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4. ROI of digital marketing strategy |
– Define metrics to measure the success of your proposed digital marketing strategy. Explain why you have chosen these metrics. – Discuss how your digital marketing strategy will enhance customer relationship management and the customer experience. – Describe any limitations of your digital marketing strategy. |
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5. Conclusion |
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6. References |
– Accurate referencing in RMIT Harvard style – A good mix of valid and reliable sources (literature review, journal articles, industry report,…) |
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7. Appendices |
– Any supporting analysis, diagrams, pictures, or other relevant materials that enhance the main report should be included in this section. |
Assessment 3 Rubric
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Criteria |
Ratings |
Pts |
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This criterion is linked to a learning outcome C1 Feasibility (30%) |
Solution is highly feasible and implementation-ready. All elements are realistic, existing, and integrated effectively. Demonstrates clear understanding of resources, constraints, and scalability. |
30 pts |
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This criterion is linked to a learning outcome C2 Professionalism (20%) |
Report and presentation are exceptionally clear, logical, and professional. Visuals and writing are polished, engaging, and precisely aligned to the brief. Shows deep understanding of the problem and fully addresses its elements. |
20 pts |
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This criterion is linked to a learning outcome Innovativeness (25%) AoL #5 |
Solution is highly innovative, imaginative, and outside-the-box. Demonstrates novel approaches or unique adaptations of known channels/tools. |
25 pts |
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This criterion is linked to a learning outcome Quantification (25%) |
Success measures are clearly defined and data-driven. Workflow is logical, efficient, and lean. Tasks align coherently and minimise manual labour. |
25 pts |
Important Notes Before Starting – PLEASE READ
- Use real, verified sources only. Do not use fake references, fake statistics, AI-generated stats, or unverified evidence.
- Any chart, graph, framework, table, or diagram that is directly discussed in the main analysis should be placed in the main body, not only in the appendix.
- Use visuals where they improve clarity, such as journey maps, stakeholder maps, competitor tables, timelines, funnel diagrams, dashboards, or ROI calculations.
- The appendix should contain supporting material that is useful but not essential to read the main report, such as raw data, extra screenshots, detailed audits, AI outputs, or extended maps.
- Avoid relying on AI-generated writing. The university checks AI usage very strictly.
- REMEMBER – The final answer should include: the report and the slides + transcript
- Please, within 24hours, develop a draft/outline for this and send it over to align our ideas!
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