MMK710 Fundamentals of MarTech - Assessment Task One (Part 1)

Description

Motivation

The working environment faced by modern day business professionals is becoming increasingly enhanced by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges between organisations and individuals, plays a significant role in any organisation. To be an effective member of the organisation, you must therefore be aware of the breadth of marketing technologies available to business professionals and must embrace the use of these tools for accomplishing your work tasks.

Purpose

A central principle that most people agree on is that the technology applications available to marketers in their MarTech stack should serve business needs. Yet, many applications and features of modern MarTech stacks go underutilized simply because they have not considered business needs carefully enough. By applying a marketing technology solution to specified business needs, you will get the opportunity to think about the business needs of the organisation that will later improve your decisions on marketing technology applications to include in the stack.

This assessment task will get you to think about the business needs first and will assess you on your availability to use this thinking to execute and present the marketing technology solution to a business problem. Your availability to apply marketing technology to the business problem will improve your marketing technology skillset specifically to the technology platform used. Students must use the HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to other marketing technology (e.g., Adobe, Salesforce, Google) suites.

The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2; GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also require you to explicitly consider real world contextual requirements including ethical and moral considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals working in a technology enhanced environment.

Task Brief and Deliverables

Part One: Define the Business Context, Target Audience, and Landing Page

Objective: To establish a clear context, which defines your business, briefly describes your target audience, specifies the intended brand identity, maps the customer journey, and designs a compelling landing page as a foundation for Parts 2 and 3.

Instructions: Follow the requirements below.

Define Your Business and Target Audience:

Business Context: Select or create a business, articulate its mission, value proposition, and key business goals (e.g., increasing leads, boosting brand awareness, driving sales).

Target Audience: Provide a detailed description of your target audience, or customer personas representing your target audience, and their needs.

Create an initial customer journey map that articulates the path your target audience goes through, considering the various phases of customers' journeys (e.g., consideration, search, evaluation, purchase, repeat purchase, word of mouth, etc.), and how it will be delivered via MarTech.

Develop the Landing Page in HubSpot:

You will need to use Hubspot Enterprise version, with the account provided by the unit team, for this project. Sign up for this Hubspot account by registering through the onboarding link sent to your Deakin email ({studentid}@deakin.edu.au}). You may also use Odoo, Education Edition, for this project which will provide your own account which you must share then with the unit team. To use Odoo Education Edition (valid for two years), register with the link: https://www.odoo.com/trial?edu. Use of any other technology solution will result in no mark allocation for your MarTech solution. 

Design and create a clear, purposeful, and engaging landing page consistent with the business mission and brand identity, and that resonates with your target audience.

Include essential elements for the landing page such as compelling headlines, persuasive content, and supportive visual content.

Ensure consistency of your landing page and content, with your business context and mission, and with your brand identity.

Develop a Written Report: to demonstrate and justify your context and MarTech solution:

Prepare a written report of your work, including screenshots and live links to your published HubSpot landing page.

Your target audience is your CMO who has been recruited to your team in the last few months.

Submission: A 500-word written report that includes:

Business context and clearly stated business goals.

Customer personas and an early-stage journey map.

Visual evidence (screenshots and live links) demonstrating the implemented landing page design, integrated or linked from your written report.