MKT2013 ASSIGNMENT 3

Weighting: 45%
In this assignment we ask you to imagine you are the Brand Manager for the enterprise you selected 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 Marketing Officer (CMO) to develop a visual communication artefact that provides the CMO information and a

rationale on the best ways to use digital analytics to co-create value for the brand now and 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 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 Assignment 2 (which

is the lower income earners)
References
•    All visual artefacts should have a corresponding reference list either embedded in the artefact or separately provided in a Word document. All references

should follow the Harvard AGPS guidelines https://www.usq.edu.au/library/referencing/harvard-agps-referencing-guide

A visual communications artefact maybe:
•    A PowerPoint slide with audio (10 slides +/- 10%)

Step 1:
Refer back to Shannon and Weaver’s Transmission Model (week 1).
•    Note that:
o    the missing 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 understanding you have about value co-creation developed from completing the first assignment and the various modules on value co-creation in the course

will underpin the sorts of digital analytical feedback you would consider using.
Step 3:
Refer back to Assignment 2
•    The assignment is based on the enterprise you selected in your second assignment and the NEW target market you developed in your second assignment
o    Note, the target market is not the existing one the enterprise is already targeting.
o    The target market is the new target market you selected 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 using
o    consider the channels the NEW target market are likely to use in the future (be as creative as you like).
Step 4:
•    refer to modules 7, 8 and 9 when considering 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 understanding 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 against the marking criteria
•    edit your work
•    submit the assignment on time and on Study Desk