Assignment 2

set: 21 April 2017     due: 5 May 2017

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

You will present your findings in class on 5 May 2017.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point  

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?
2. When was the search term found?  
3. Where was the search term found? e.g., Twitter
4. Who mentioned the search term? e.g., @McDonaldsFan

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.



Final Assessment – Media Campaign

set: 19 March 2017           due: 26 May 2017

The final assessment for MARK526 Social Media Marketing will be in the form of a presentation.

In the presentation you will relate a multi media campaign for a product or service.

The campaign will include at least 3 social media platforms, including Instagram and Twitter.

You will present your campaign on 26 May in class.


Mid Term Presentation

set: 18 March 2017                    due: 7 April 2017

The assessment for mid term will be in the form of a presentation.

You will select an organisation, and make a critique of its social media presence.

You will present at least one example of each social media platform being used.

Comment on whether it is possible to notice the move from traditional mass media towards a digital social platform.

Use PowerPoint or Prezi for the presentation.

You will have 20 minutes to present.



Prezi presentation software

Prezi is an alternative to PowerPoint.

“Prezi gives you unprecedented visual storytelling power, combining the freedom of an open canvas with spatial dimension and motion to keep audiences engaged as you guide them through your message.”


Mid Term Project Guerrilla Marketing Strategy with Social Media

Mid Term Project for Social Media Marketing MARK526

Guerrilla Marketing Plan with extensive use of Social Media

 Set: 15 March 2016           Due: 5 April 2016 (Presentation in Class)

The assignment is to create a PowerPoint slide presentation of 5 to 15 slides to convey your guerrilla marketing strategy for a particular organisation, including analysis of the social media selected.

Presentation time will be 5 to 15 minutes.

The Organisation: Any product or business service

Red-Bull-Minis (1)

Imagine you have finished your business plan for your business, you have weighed up the risks, and have decided to go ahead with your plan. It’s one month before the opening of your business, and you need a marketing strategy.

The assignment is to present to the class your marketing strategy.

Your strategy could include:

  • The product brief
  • The market (as a micro market)
  • SWOT analysis
  • Trends and future growth possibilities
  • Product usage,
    • who is using?
    • why do they use?
    • when do they use?
    • how is it used?
  • Attitudes of customers,
    • Towards product category
    • To the product
    • Do they like the product or not?
    • A unique characteristic of our customers?
  • Description of the purchasing process
  • Buying decision making process
  • Sources of information
  • Who makes the purchase?
  • Who or what may influence the purchase?
  • The competition
    • Primary competitors
    • Secondary competitors
  • Pricing strategy


The important section ************

  • Current promotional strategy
  • Promotion objectives
  • Strategies and themes used
  • Promotional tools
  • Design of materials
  • Timing of promotional activities
  • Market segmenting, targeting and positioning,


Your marketing strategy plan should specify which social media you have decided to include, and mockup of your social media ideas should be specifically mentioned. You can do this with the use of storyboards and rough sketches.

As well as presenting your ideas on the set time, you will also be required to complete your presentation in a slide format (Powerpoint, Prezi), and upload these to a suitable online media (Slideshare, Google Docs, Prezi) and include a URL link for your project in the comments section below.

extra resources: scarb_eesbm7e_ppt_08_GE