Page 1 Kaplan Business School Assessment OutlineAssessment 3 Information Subject Code:DATA4700Subject Name:Digital Marketing and Competitive AdvantageAssessment Title:Competitive Advantage Analytics ReportAssessment Type:Report (1500) + Statement of Intent (200)Word Count:1700Words(+/-10%)Weighting:35 %Total Marks:35Submission:TurnitinDue Date:Monday 11:55pm AEDT, Week 13 Your Task• You have been engaged as a consultant to advise Matrix Education, an online and brick &mortar education company that provides extra-curricular education support services toprimary, secondary students as well as facilitation for select entry exams. MatrixEducation is looking for your advice on how to enhance their digital marketing approaches,in particular, what strategies they can implement to secure comparative and economies ofscale advantages in the highly competitive and dynamic online education sector.• The first steps in your consulting services to Matrix is to read the company’s teachingphilosphy, and to visit their website:o Aspirational Teachers: https://www.matrix.edu.au/teachers/o Matrix Education website: https://www.matrix.edu.au/• COVID-19 measures have severely impacted live events and gatherings – including theability to deliver face to face tuition. However, it has provided Matrix with incrediblestructural opportunities to advance their online presence and seriously disrupt the extracurricular education sector. Matrix is looking to you to provide expertise on how theyposition themselves for success in the future.Assessment Description• An individual report of 1,500 words, +/- 10%• Analysis of a live case study• Based on the case study, make recommendations on customer segmentation, targeting and productpositioning; using the marketing mix to engage with the target segment; pricing tactics; marketing costs;customer relationship management and acquisition; and A/B testing and multivariate testing to pursue.• Learning outcomes: LO1, LO4, LO5Page 2 Kaplan Business School Assessment OutlineAssessment InstructionsYour report should have the following headings and address the topics below:1. Introduction: A brief summary of the situation in the case study and what you, as a consultant,have been tasked with doing for your client2. Data: An indication of:– What data you already have available in this case– What further data you would like to receive from the client– What additional data you will have to collect for your consulting work3. STP: Your recommendations on:– How to approach segmenting the market– Which segment you wish to target– How to position Matrix Education for that target segment4. Marketing mix: After you have positioned Matrix Education, indicate:– What the product should be (e.g., should it remain as is, or do you havesuggestions on how to change it to pursue a stronger competitive advantage?)– How you will promote the product to the market (e.g., using your digital assets)– The place that customers should access the product (e.g., digital channels ofdistribution)– Pricing strategy for the product (e.g., tactics to use; understanding value to thecustomer)5. Marketing costs: What fixed, variable and marginal costs are most relevant to this case study?6. Customer relationships: Your recommendations on:– What Matrix Education should do with customer relationship management– What Matrix Education can do to acquire new customers7. A/B testing and Multivariate testing: State what A/B testing and multivariate testing youwould like to conduct, and why8. Conclusion: Summarise the most important recommendations you are proposing that MatrixEducation should address first, and what metrics Matrix Education should look at to understandwhether your advice has produced beneficial outcomes9. Statement of Intent: You will write a short statement of intent which addresses: (1) who yourtarget audience is for the report and (2) what techniques have you used to connect with thataudience and improve the readability of your report for that audience.Page 3 Kaplan Business School Assessment OutlineOther sources to read as you begin to consider tackling this Matrix Education case study:“How is Online Entertainment Developing in 2020?”https://www.finsmes.com/2020/05/how-is-online-entertainment-developing-in-2020.html“The 5 Best Online Entertainment Options (That Aren’t Netflix)”https://read-a.com/the-5-best-online-entertainment-options-that-arent-netflix/“EdTech 2030: Data, Disruption, and Decentralization”https://fastfuture.com/edtech-2030-data-disruption-and-decentralization/“Post-Covid-19 Education and Education Technology ‘Solutionism’: a Seller’s Market”https://link.springer.com/article/10.1007/s42438-020-00164-xUnlocking Networks: the next decade in educationhttps://www.christenseninstitute.org/blog/the-next-decade-of-disruption-in-education-unlockingnetworks/Please also ensure you use 4-6 of your own sources.Page 4 Kaplan Business School Assessment OutlineImportant Study InformationAcademic Integrity PolicyKBS values academic integrity. All students must understand the meaning and consequencesof cheating, plagiarism and other academic offences under the Academic Integrity and ConductPolicy.What is academic integrity and misconduct?What are the penalties for academic misconduct?What are the late penalties?How can I appeal my grade?Click here for answers to these questions:http://www.kbs.edu.au/current-students/student-policies/.Word Limits for Written AssessmentsSubmissions that exceed the word limit by more than 10% will cease to be marked from the pointat which that limit is exceeded.Study AssistanceStudents may seek study assistance from their local Academic Learning Advisor or refer to theresources on the MyKBS Academic Success Centre page. Click here for this information.Page 5 Kaplan Business School Assessment OutlineAssessment Marking Guide SectionCriteriaMarksIntroductionProvide an overview of the current situation with respect to live events, online entertainment and COVID-19restrictions; and how they relate to Matrix Education3 marksDataRealistic indication of what data are currently available, what data might be reasonably requested from theclient, and what data will need to be collected externally4 marksSTPSensible approach to how to segment the market, which segment to target, and how to position MatrixEducation’s product for that target segment of customers5 marksMarketing mixAn integrated marketing mix of product, promotion, place and price5 marks Page 6 Kaplan Business School Assessment Outline Marketing costsIdentification of fixed, variable and marginal costs relevant to Matrix Education’s operations2 marksCustomerrelationshipsProposal of actionable tactics that should be used for customer relationship management and acquisition4 marksA/B Testing andMultivariateTestingRecommendations on what A/B testing and multivariate testing should be done, on Matrix Education’sactual marketing assets5 marksConclusionEvaluation of what the most important recommendations are that the client should address first, and whatmetrics will indicate whether success has been achieved4 marksPresentation andreferencingEvidence of research using 4-6 relevant sources, and appropriate referencing throughout; a considerationfor the client of the report, their needs and objectives.3 marks Page 7 Kaplan Business School Assessment OutlinePage 8 Kaplan Business School Assessment Outline
