MKTG8019048 – Analytics and Digital Marketing
Group Project. Due date: Before Session 13 is started.
Group Project is the group assignment that enables you to apply the concepts and tools learnt in the
course from session 1 to session 12 to the real business. Each group have to Develop a Strategy of
Social Media to Business Strategy of an existing real company, product, or a brand portfolio. The report
is ±10 to 15 pages, Font-size: 11 pts, 1.5 spacing.
The expected outline in your project's report as follows:
1. Overview
1.1. Executive summary: A summary of the entire plan and, as such, need to address critical points
raised in all elements of the plan.
1.2. Table of contents
1.3. Introduction: Provide an overview of the background to the plan, it includes:
1.3.1. The company vision and mission statement
1.3.2. An overview and description of the company and products
1.3.3. The motivation behind the Social Media Strategy
2. Situation analysis
2.1. Macroeconomic environment
2.2. Competition overview
2.3. Consumer behaviour analysis: demand trends for the product and services
2.4. Internal analysis: Competitive advantage, Business growth strategy, SWOT analysis
2.5. Problem formulation of current Company’s social media
3. Formulating a Social Media Strategy.
3.1 Define Executive Champion
3.2 Define Cross Functional Team
3.3 Assessing Organization Culture
3.4 Review current social media presence
3.5 Determining Business Objective
4. Aligning social media goals with Business Goal
4.1 Develop Social Media Channel Used
4.2 Develop Site Funnel for each Social Media Channel
4.3 Develop Metrics for KPI
4.4 Develop Relevant Analytic to ensure KPI achievement
5. Monitoring social media
5.1 Risk Management: Managing social media Risk with 4 iterative steps
5.2 Security Management: Establish social media security policy and measures
6. Appendices (if any)
In the last page of the report, please write “Statement of project originality”:
"I do not copy or submit other people's work. If I copy or submit other people's work, I will fail in this
class and can be expelled from Binus."
Names: _______
Date: ______