MKT103A Digital Marketing

Assessment 3 – Website Design Plan

Assessment Key Information

Weighting 40%

Due date

Sunday of Week 11 by 23:55 pm AEST/AEDT

NOTE: late submission or non-submission may attract penalties. Refer to Assessment, Submission, Extension and Feedback Procedures and Grading Policy for details.

Group or Individual?

This is a/an:

• Individual assessment

Word Count/Length

1500 words ±/-10%

NOTE: the word count of this assessment should NOT include the table of contents, reference list, appendices and any other tables or figures.

Subject Learning Outcomes

In this assessment, you will be tested on whether you have successfully met the following Subject Learning Outcomes (SLOs):

a.Describe new marketing trends that use digital marketing

c. Explain ethical issues and social responsibility in digital marketing.

d. Identify trends in online consumer behaviour

e.Apply digital marketing tool concepts through the use of industry software programs.

Assessment Type and Required Format

The type of assessment you will be completing is a:

• Report

It should cover the following sections:

• ICMS Cover Page

• Artificial Intelligence Use Declaration

• The final prompt used in the GenAI tool has been used to generate the content. I,e. prompt for the blogs, prompt for the illustrations created, prompt for web page text, etc.

• How did you get to the final prompt? What was the analytic thought behind it.

• How did you find the experience of using GenAI tools? (300 words)

Examples of best practice websites in Australia:

- Amazon Australia - https://www.amazon.com.au/

- eBay Australia - https://www.ebay.com.au/

- JB Hi-Fi - https://www.jbhifi.com.au/

Assessment Track ❑ Track 2 conducted in unsupervised settings.

Assessment Details

Assessment Purpose

This assessment is designed to evaluate students’ understanding and practical application of contemporary digital marketing principles. It aims to develop students’ ability to identify emerging marketing trends, analyse online consumer behaviours, and address ethical issues and corporate social responsibility in digital contexts. Students will apply digital marketing concepts using industry-relevant tools and AI-assisted platforms to create professional mock-up pages for a made-up company. The task fosters critical thinking, creativity, and technical competency while encouraging students to integrate marketing strategies across various digital channels and demonstrate effective online branding, e-commerce functionality, and responsible business practices.

Artificial Intelligence (AI) Use

AI USE AUTHORISED

In this assessment, there are certain elements authorised for the use of artificial intelligence (AI) tools to support the achievement of the learning outcomes. This is in accordance with the guidelines and the assessment instructions below. Please contact your lecturer for further information.

Guidelines for authorised use of AI

You are recommended to use Microsoft Copilot (copilot.microsoft.com) as your primary AI tool.

Listed below are additional tools that you may use:

• ChatGPT: https://chat.openai.com/ - Enables users to refine and steer a conversation towards a desired length, format, style, level of detail, and language.

• Gemini: https://gemini.google.com/app - Like ChatGPT. The free version also searches online sources.

• AI Art Generator: https://hotpot.ai/art-generator - Like DALL-E. Producing stunning art, illustrations, and photos based on your prompt.

• Synthesia Video Creation: https://www.synthesia.io/ - AI video creation tool that can generate videos using AI avatars based on your prompt.

• Rytr AI writing assistant - https://rytr.me/ - Generate different kinds of creative text formats, like blog posts, articles, social media captions, marketing copy, and even emails.

You can use these AI tools in the following ways:

• You may only use AI tools for the specific uses given above. You CANNOT use AI tools to generate your whole website design proposal.

• If you wish to use AI tools not included on the list provided, you must seek approval from your lecturer first.

• AI-Generated Content: Employ AI tools to create website elements like page text, testimonials, and blog posts.3

• Visual Enhancements: Utilise AI to generate visual elements (images, videos, icons) to enhance user experience (UX) design and website appeal.

Any use of AI tools must be appropriately acknowledged. If the AI tools you wish to use are not included on the list provided, you should discuss this with your lecturer first.

Follow the ICMS Style. Guide for how to reference and acknowledge the use of AI: ICMS Style. Guide.

You CANNOT use AI tools to generate your whole assessment submission.

IMPORTANT NOTE:

• Refer to the Artificial Intelligence in Education (AIED) Framework and Use of Artificial Intelligence (AI) in Assessment Guidelines for further information.

• Engaging with AI tools without authorisation can result in a breach of academic integrity.

• Using AI in an unethical or irresponsible manner, such as copying or paraphrasing the output without citation or evidence, or using the output as your own work without verification or integration, or using the output to misrepresent your knowledge or skills, is considered a form. of academic misconduct. Refer to the Academic Integrity Policy and Procedures for more details.

Assessment Instructions

In this assessment, you will need to complete the following steps:

- You are required to propose a website design concept for the made-up company you created for Assessment 2.

- You may use any design platforms/apps to create a mock-up of the web page's content. Recommended apps are: Photoshop, GIMP, Canva, VistaCreate, PowerPoint.

The mock-up pages should reflect:

• Goals: Clearly articulate the objectives you established in Assessment 2. For example, if your goal is to get more followers on social media platforms, you need to show elements such as Calls to Action ("Follow us on Instagram for daily recipe inspiration!"), icons, Showcase your current follower count, Live feed integration, etc.

• Brand Narrative: Detail your brand's story, including how you plan to convey it across channels like advertising (paid and free), social media, and public relations. Demonstrate the core reason behind your brand's existence. What problem are you solving, or what need are you fulfilling?

• AI-Generated Content: Employ AI tools to create website elements like page text, testimonials, and blog posts.

• Visual Enhancements: Utilise AI to generate visual elements (images, videos, icons) to enhance user experience (UX) design and website appeal.

• Your web pages should be well formatted and follow the online criteria for good websites (listed in Moodle).

• Footer to be displayed on every page.

• Appropriate pictures on each web page promoting your product/service. (Including your homepage)

• The grammar and spelling on your web pages should be correct throughout.

• Social media sharing option on every page.

The web pages should have, as a minimum, the following pages, but not limited to:

• Home page - Need to show your company's products/services. This is an e-commerce site, and visitors should be able to see your products/services on the home page. Use GenAI tools to create text that presents you as Thought Leadership, a banner for the page header, images for your top-selling product/service, and SEO keywords that target your audience.

• E-Commerce page - should show all the product/service options, and one of the products/services should have a page with pricing and the option to buy (E-Commerce). Include available payment options, delivery options, and return policy. The product/service page should show a complete description, images and/or videos. You can use GenAI tools to generate these contents.

• Ethical and social responsibilities page - You will need to show the ethical and social responsibilities of your company through the dedicated CSR (Corporate Social Responsibility) page; highlight any relevant certifications or awards that demonstrate your commitment to ethical practices; use images, infographics, or videos to showcase the positive impact of your social responsibility efforts, Showcase your partnerships with local organisations, volunteer programs, or charitable. Describe your commitment to diversity, equity, and inclusion within your workforce and company culture. Integrate social media feeds showcasing your CSR activities and encourage visitors to share and discuss them.

• Contact Us page should have information such as phone number, contact us form, social media links and location map (only show a map if your business also has a physical location).

• About Us page - This page serves as the foundation of your brand storytelling. Clearly articulate your company's executive people, origins, values, mission, and vision. Use engaging language and visuals to capture attention and convey your brand's essence. You can use Rytr to help generate the content for this page.

• Product or Service page - Need to show visitors options to book/buy online. You will need to show how new trends are reflected. For example, using interactive elements or chatbots, incorporating short videos, and user-generated content, such as testimonials (you can use Synthesia to generate video testimonials) and reviews from social media. You can use GenAI tools to generate these contents.

• A blog page - 2 blog posts, one created by yourself (300 words) and one generated with AI tools (500 words). The blog posts present the company as 'Thought Leadership' (expert). They should include illustrations and CTA (Call To Action) elements, such as leaving a Reply and discussing on your social media platforms. You may use ChatGPT or Gemini to generate the text for the blog.

• Gallery page - Depending on the type of business, you can add a gallery page and a video library page. Use AI tools to generate the images and videos.

Ensure appropriate citation of AI use. If images are from other resources, they should be referenced.