MKT555 Group-based Assignment January 2025 SUSS : Social Media Marketing in Practice, Singapore

Additional guidelines on file formatting as follows:

Use of Generative AI Tools (Allowed)
The use of generative AI tools is allowed for this assignment.
• You are expected to provide proper attribution if you use generative AI tools while completing the assignment, including appropriate and discipline-specific citation, a table detailing the name of the AI tool used, the approach to using the tool (e.g. what prompts were used), the full output provided by the tool, and which part of the output was adapted for the assignment;

• To take note of section 3, paragraph 3.2 and section 5.2, paragraph 2A.1 (Viva Voce) of the Student Handbook;
• The University has the right to exercise the viva voce option to determine the authorship of a student’s submission should there be reasonable grounds to suspect that the submission may not be fully the student’s own work.
• For more details on academic integrity and guidance on responsible use of generative AI tools in assignments, please refer to the TLC website for more details;
• The University will continue to review the use of generative AI tools based on feedback and in light of developments in AI and related technologies.
• Examples of Responsible Uses of Generative AI Tools:
https://rise.articulate.com/share/i4wup4aZRMcXCL293kJqgBgfp3UmaQMl#/lessons/ eofleyFm9xcG_eNml7bebGoyZ9Fd3i2_

Question 1

Assume you are tasked with assisting Diabetes Singapore (https://www.diabetes.org.sg/) in improving its social media presence and promoting kidney health awareness. You will analyse its existing social media accounts and develop TWO (2) social media posts for Diabetes
Singapore (DS). Please refer to the task list below for specific assignment requirements.
Assignment Deliverables:
1. Submit an 8- to 10-minute presentation video to Canvas, explaining your Social Media Marketing campaign strategy, tactics, and expected outcomes.
2. Submit your PowerPoint presentation deck (15 – 20 slides; all-inclusive), summarising your answers according to the tasks listed below. Please save your deck as a PDF file for submission to Canvas.
3. Your presentations must showcase two social media posts to illustrate your social media marketing campaign.
Task list:
a) Target Audience Persona Development (10 marks): Review the Diabetes Singapore (DS) website and provide a brief overview of its mission and goals. Identify and formulate TWO (2) primary target audience personas for DS. Include demographic information, interests, and social media behaviour to inform tailored content strategies. Your selection must cover at least one of the following audience segments:
a. Caregivers; and
b. Spouses/Family members
b) Platform Selection and Justification (15 marks): Based on the characteristics of your identified target audiences, select TWO (2) social media platforms from the following: LinkedIn, Facebook, Instagram, Youtube, or TikTok. Evaluate your platform choices by providing a clear justification of how they align with DS’s objectives and target audience needs.
c) Mock Post & Engagement Strategies (50 marks): Create TWO (2) social media posts for the selected platforms (one post per platform). Appraise the content strategies applied in designing the posts and how they are tailored to each persona. Critique the engagement strategies used to maximize audience interaction and reach.
d) Measurement & KPIs (10 marks): Recommend key performance indicators (KPIs) to assess the effectiveness of your social media marketing campaign, detailing how you will track these KPIs and measure the campaign’s impact.
e) Presentation Quality (15 marks): Produce a clear, well-organised presentation video that effectively engages the audience and communicates your campaign strategies coherently.