18961645by Raghav ChoudharySubmission date 01-Oct-2019 .docx

18961645
by Raghav Choudhary
Submission date: 01-Oct-2019 10:09PM (UTC+0800)
Submission ID: 1183842517
File name: Online_Media_Campaign_FINAL.docx (69.27K)
Word count: 3255
Character count: 18269

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18961645
ORIGINALITY REPORT
PRIMARY SOURCES
Submitted to Curtin University of Technology
Student Paper
www.inwestart.go.dmkproject.com
Internet Source
www.enmodaparfum.com
Internet Source
dealsheaven.in
Internet Source
Submitted to Myanmar Imperial College
Student Paper
trap.ncirl.ie
Internet Source
www.oppapers.com
Internet Source
18961645by Raghav Choudhary18961645ORIGINALITY
REPORTPRIMARY SOURCES
Rubic_Print_FormatCourse CodeClass CodeAssignment
TitleTotal PointsNRS-434VNNRS-434VN-O505Adolescence:
Contemporary Issues and
Resources100.0CriteriaPercentageUnsatisfactory (0.00%)Less
than Satisfactory (75.00%)Satisfactory (79.00%)Good

(89.00%)Excellent (100.00%)CommentsPoints
EarnedContent80.0%Contemporary Issue and Associated
External Stressors 25.0%A contemporary issue facing
adolescents is omitted. An issue facing adolescents is partially
summarized; the issue is not relevant to adolescents. No
explanation of external stressors associated with this issue is
described; or, the external stressors are not relevant.A relevant
issue facing adolescents is generally discussed. A general
explanation of external stressors associated with this issue is
summarized. More information is needed. There are some
inaccuracies.A relevant issue facing adolescents is discussed.
An explanation of external stressors associated with this issue is
presented.A relevant issue facing adolescents is thoroughly
discussed. An explanation of external stressors associated with
this issue is well presented. Insight into adolescent issues and
external stressors is demonstrated.Assessment Strategies to
Screen for the Issue and External Stressors30.0%Strategies to
screen for the chosen issue and external stressors during an
assessment for an adolescent patient are omitted.Strategies to
screen for the chosen issue and external stressors during an
assessment for an adolescent patient are partially presented. The
strategies are not relevant to screening for the issue or external
stressors. Additional assessment questions to ask and the ethical
parameters regarding what cannot be disclosed to the parent or
guardian are omitted. Significant evidence or rationale is
needed.Strategies to screen for the chosen issue and external
stressors during an assessment for an adolescent patient are
partially presented. The strategies are not relevant to screening
for the issue or external stressors. Additional assessment
questions to ask and the ethical parameters regarding what
cannot be disclosed to the parent or guardian are omitted.
Significant evidence or rationale is needed.Strategies to screen
for the chosen issue and external stressors during an assessment
for an adolescent patient are described. The strategies are
relevant to screening for the issue and external stressors.
Additional assessment questions to ask and the ethical

parameters regarding what cannot be disclosed to the parent or
guardian are outlined. Strategies to screen for the chosen issue
and external stressors during an assessment for an adolescent
patient are well described. The strategies are highly relevant to
screening for the issue and external stressors. Additional
assessment questions to ask are presented and relevant. The
ethical parameters regarding what cannot be disclosed to the
parent or guardian are clearly presented. The strategies
demonstrate insight into assessment development for adolescent
issues.Support Options for Adolescents Encountering External
Stressors25.0%Support options for adolescents encountering
external stressors are omitted.Support options for adolescents
encountering external stressors are partially described. Specific
support options for the contemporary issue are omitted.Support
options for adolescents encountering external stressors are
summarized. Specific support options for the contemporary
issue are generally discussed. More detail or evidence is needed
for support. There are some inaccuracies.Support options for
adolescents encountering external stressors are discussed.
Specific support options for the contemporary issue are
described. Some detail or evidence is needed for support.
Overall, the support options are relevant to address external
stressors, including those specific to the contemporary
issue.Support options for adolescents encountering external
stressors are thoroughly discussed. Specific support options for
the contemporary issue are described in detail. The support
options are relevant for addressing the external stressors,
including those specific to the contemporary issue. The options
are well-supported by evidence and rationale.Organization and
Effectiveness 15.0%Thesis Development and Purpose5.0%Paper
lacks any discernible overall purpose or organizing claim.Thesis
is insufficiently developed or vague. Purpose is not clear.Thesis
is apparent and appropriate to purpose.Thesis is clear and
forecasts the development of the paper. Thesis is descriptive
and reflective of the arguments and appropriate to the
purpose.Thesis is comprehensive and contains the essence of the

paper. Thesis statement makes the purpose of the paper
clear.Argument Logic and Construction5.0%Statement of
purpose is not justified by the conclusion. The conclusion does
not support the claim made. Argument is incoherent and uses
noncredible sources.Sufficient justification of claims is lacking.
Argument lacks consistent unity. There are obvious flaws in the
logic. Some sources have questionable credibility.Argument is
orderly, but may have a few inconsistencies. The argument
presents minimal justification of claims. Argument logically,
but not thoroughly, supports the purpose. Sources used are
credible. Introduction and conclusion bracket the thesis.
Argument shows logical progressions. Techniques of
argumentation are evident. There is a smooth progression of
claims from introduction to conclusion. Most sources are
authoritative.Clear and convincing argument that presents a
persuasive claim in a distinctive and compelling manner. All
sources are authoritative.Mechanics of Writing (includes
spelling, punctuation, grammar, language use)5.0%Surface
errors are pervasive enough that they impede communication of
meaning. Inappropriate word choice or sentence construction is
used.Frequent and repetitive mechanical errors distract the
reader. Inconsistencies in language choice (register), sentence
structure, or word choice are present.Some mechanical errors or
typos are present, but they are not overly distracting to the
reader. Correct sentence structure and audience-appropriate
language are used. Prose is largely free of mechanical errors,
although a few may be present. A variety of sentence structures
and effective figures of speech are used. Writer is clearly in
command of standard, written, academic
English.Format5.0%Paper Format (use of appropriate style for
the major and assignment)2.0%Template is not used
appropriately or documentation format is rarely followed
correctly.Template is used, but some elements are missing or
mistaken; lack of control with formatting is apparent.Template
is used, and formatting is correct, although some minor errors
may be present. Template is fully used; There are virtually no

errors in formatting style.All format elements are correct.
Documentation of Sources (citations, footnotes, references,
bibliography, etc., as appropriate to assignment and
style)3.0%Sources are not documented.Documentation of
sources is inconsistent or incorrect, as appropriate to
assignment and style, with numerous formatting errors.Sources
are documented, as appropriate to assignment and style,
although some formatting errors may be present.Sources are
documented, as appropriate to assignment and style, and format
is mostly correct. Sources are completely and correctly
documented, as appropriate to assignment and style, and format
is free of error.Total Weightage100%
Online Media Campaign
Annabelle Foo- 19432320
Kunal Bhartia- 18929216
Tran Thien Chi- 19223663
Lakshya Nagpal- 19345622

Content Page
Client Overview
Market Analysis
Campaign Goals and Objectives
AdWords Strategy
AdWords Groups
Campaign Budget
Geo-Targeting
Measuring Metrics
Other Recommendations
Conclusion

Client Overview
Innisfree was launched by the largest skincare and cosmetics
company in South Korea in 2002.
First store in Singapore on November 22, 2013
Korean brand with several stores in Singapore
Sharon Chew- Assisting marketing personnel
Innisfree is known for being South Korea's first all-natural
brand
Client Overview
Innisfree owned media includes website and social media
(Facebook and Instagram)
Innisfree Social Media is not up to date
Innisfree lacks brand awareness and consistency

Innisfree Social Media lacks interaction and engaging posts
Facebook account: 146,292 people follow
Instagram account: 46.7 K followers
Facebook

Market AnalysisTarget Market21 – 50 years old, Middle
Income, Both
GendersGeographicSingaporePsychographicsVALS: Believers,
ExperiencersBehavioralBenefit sought: Health benefitsDirect
CompetitorsThe Body Shop, Dr. Oracle, J.OneMarket
PositionSustainable products with reasonable pricesCurrent
Trend in the worldHealthy lifestyle and skincare
Campaign Goals & Objectives

Increase online presence
Increase brand image and brand awareness amongst onliner
users
Increase brand’s website traffic by 16% based on current rate at
the end of November 2019.
Increasing among of followers and likes on Facebook and
Instagram by 20% end of November 2019.
AdWords Strategy
Maximize Clicks
Target Daily Budget
Google Ads system automatically sets maximum
cost-per-click
Simplest way of Bidding
Sets a budget, Automatic pre-set for Ad Groups,
Keywords or placements

In control with Settings
Prevents bids from setting over an amount
AdWords Groups

Innisfree Singapore Campaign
Body care
Skincare for men
Skincare for women
Makeup
1
3
2
4
AdWords Campaign

Ad-Text and Ad Group:-
Skincare for women
Keywords:-
Exfoliate
Essential oils
Collagen
Cosmetics
Soap
Negative Keywords:-
Cystic acne
Acne

Ad-Text and Ad Group:-
Skincare for men
Keywords:-
Facemask
Best eye cream
Best facial in Singapore
Fragrance
Toner
Negative Keywords:-
Skin cancer
Pimples
Ad-Text and Ad Group:- Body care
Keywords:-

Facial Products
Shampoo
Curly Hair
Men Haircut
How to grow hair faster
Negative Keywords:-
Eczema
Acne scars
Ad-Text and Ad Group:-Makeup
Keywords:-
Makeup
Cosmetics
Concealer
Blush
Beauty
Negative Keywords:-
Combination skin

Winter Skincare
Campaign Budget: Daily/Weekly plans
Monthly Earnings
Innisfree
$52 (average price) x 10hrs = $520
Total Profit / month = $520 x 30
= $15,600
Monthly Budget Estimation (5%)
5% x $15,600 = $7800
*All calculations in Singapore Dollars (SGD)

The budget that was initially set will be based on the amounts
of clicks, CPC and CTR. The hourly budget will be set on $40
in which came from the average earning of selling one product
in one hour ($40 because there are different kinds of products
available, which include skin care and body care and other hair
care products). This $40 will be times 10 hours which came up
to $400 daily. The total profit in a month will be estimated
around $12000. Then the monthly budget estimation (based on
5%) will come up to be $600. All of these calculations are based
on Singapore Dollar (SGD).
Goals for Impressions, Clicks, CPC & CTR
Impressions
630,000
Clicks
21000
CTR
3.3%
CPC
$ 0.48

Geo-Targeting
Physical Store Based Business
Main focus on Central Area and within 5 km around Orchard
Top result on Google search on Innisfree in Singapore
Proposed Success Metrics
Google Analytics
Provided by Google AdWords
To assist client’s business
Check on Customers Action
Increase Conversion and Return on Ad Spend
Conversion Tracking Tool
Provided by Google AdWords

Track on ROI
Allow to reevaluate budget spending
Other Recommendations
Viral Marketing Strategy
Improving and Increasing Social Media exposure

Thank You!
Client Overview
Innisfree is a South Korean cosmetics company.
They are the number 1 Korean brand that is known for being
Korea’s first all-natural brand that pursues healthy beauty
through the infusion of pure, natural and high quality
ingredients straight from Korea’s Jeju island.
They landed on the shores of Singapore on the 22nd of
November in 2013, and started to expand to 16 stores island-
wide overtime.

Being one of the top well-known korean brands in Singapore,
Innisfree has a vast range of products, ranging from skincare to
cosmetics. Their range of products and categories are shown in
the table below.
SKINCARE
MAKE UP
BODY
JEJU INGREDIENTS
CONCERNS
MOISTURIZERS
LIPS
HAND CARE
GREEN TEA
ANTI-AGING
SERUM & ESSENCE
EYES
FRAGRANCE
ORCHID
TROUBLE CARE
EYE CARE
NAIL
HAIR CARE
VOLCANIC
PORE CARE
MASKS
TOOLS
TOOLS
BIJA
FIRMING / LIFTING
CLEANSERS
LAVA SEAWATER
WHITENING
SUNCARE

POMEGRANATE
NUTRI-MOISTURISING
FOR MEN
TANGERINE
MOISTURISING
TOOLS
ECO SCIENCE
OTHERS
PERFECT 9
SOYBEAN
BLACK GREEN TEA
Though they are one of the more established Korean brands in
Singapore, their social media platforms are not updated as
frequently as other competing brands. It seems like they only
upload a post when there is a new product launch or when they
are having seasonal promotions; lacking in both consistency and
frequency in their posts.

Similar to most South Korean brands in Singapore, they have a
higher Facebook following than their Instagram page. Innisfree
has over a ninety-nine thousand difference in followings
between their Facebook and Instagram pages.
Besides the shortfall of posts and updates, they have much
lesser and insufficient interactions with their audiences. Unlike
other brands, such as Etude House which offers a chance for
their customers to be featured on their Instagram page by
simply tagging and using their provided hashtag in their own
photos; Innisfree does not have such implementations. Not only
that, they do not generate as much likes and comments on their
posts.
Earned Media
Innisfree Singapore has significantly lesser interactions with
their audience in terms of mentions, shares, reposts and reviews
on their average products. With ‘viral’ products, there is
definitely a higher level of interaction in terms of all the
mentioned elements.
Owned Media
Since Innisfree launched in Singapore, they have been
promoting their new brand lines with updates on their social
media sites; with the occasional product giveaways to increase
brand awareness. Since the time they landed in Singapore, they
have established quite a strong brand presence.
Paid Media
Innisfree Singapore has implemented strategies such as display
ads at bus stops, etc., paid influencers such as Speishi, etc., and
social media advertising on Instagram, YouTube, etc.
2. Market Analysis
Innisfree’s target market is the Singapore segment, where the
firm has an enormous assortment of existing and potential
customer. Innisfree’s client range is from young to old

including both the genders which range between 21 and 50 years
old. The vast majority of Innisfree’s customers have a medium
income of $S3,000 per month, with the clients are living in
Singapore or foreign tourists traveling to the country to travel
and shop. The most present enterprise’s products are for ladies,
so Innisfree has the significant number of males who are also
have a demand for skincare. Psychologically, customers of
Innisfree own characteristics such as wanting everything,
pursuing the latest fashion trends, strong fashion attitudes, or
ideal motivation. In addition, the behavior of customers who
buy brand products is seeking health benefits from cosmetic
products.
The direct competitors of Innisfree in the Singapore market are
the cosmetic enterprises, who are selling the cosmetic items and
seeking the client at the same segment with Innisfree. Current
competitors of Innisfree include The Body Shop, Dr.Oracle,
J.One and Etude House, those companies that offer sustainable
skin care products with reasonable prices to customers.
Moisturizers cost are at The Body Shop are between S$12 and
S$66 (The Body Shop 2019), while Innisfree have the priced for
this product start from S$9 to S$ 108, this mean both company
have the same market and customer segment. The other
contender is cosmetic company who are from Korean and
provide the similar scope of product, such as Dr.Oracle who are
the Korean cosmetic association and offer the high quality
product at more expensive rate (Dr.Oracle 2019). Customers
tend to choose Innisfree's cosmetic products that they are
offered less expensive product prices, better item quality
compared to other companies. Potential competitors of Innisfree
include SK-II, a cosmetic brand from Japan that now are one of
the most famous cosmetic brand in Singapore. With the
reputation of the brand and the quality of the products from SK-
II, customer are more likely to choose SK-II rather than
Innisfree.
Innisfree are participating in the cosmetic market, which they
offering beauty to their customer cosmetic items related to

skincare, body care and makeup products. According to Orbis
Research (Global Cosmetics Products 2018), the beauty market
be predicted slightly increasing in the next 5 years between
2018-2023 with a CAGR of 7.14%, which valued at from
$532.42 billion to $805.61 billion. The interest for organic and
nature cosmetic products has been rise over the past few years
(The World Market 2019), and this is the positive effect on
Innisfree as their core items revolve around organic and nature
ingredients from Jeju Island, Korea. Besides, the worldwide
natural cosmetic market size is anticipated to reach USD 25.11
billion by 2025, and it is foreseen to enroll a CAGR of 9.4%
amid the conjecture time frame (The World Market 2019).
Additionally, the Singapore’s cosmetic industry has valued at
$1.161 billion in 2019, and expected to grow by 2.0% in the
next few years (Statista 2019).
Innisfree has positioned consumer to perceive their product of
health benefit that are organic and nature for all beauty product
ingredients. The product offered by Innisfree are not seasonal,
due to the customer often purchase the cosmetic items in any
time the years. With the target market, where customers prefer
sustainable products at reasonable prices, Innisfree's products
become the daily necessities of customers. Innisfree’s product
creates the difference point in term of the quality of items, that
all products are generated from both organic and nature
ingredients from Jeju Island. The quality of product meets the
needs of customers on finding health benefits from organic and
natural cosmetic products.
3. AdWords Strategy
The name of the campaign for this AdWord project is Jeju
Skincare 2019. The objective of the project is maximizing the
clicks from amongst existing and potential customer via
internet.
3.1. Overall campaign goals and objective
The critical objectives and goals of the Jeju Skincare 2019,
marketing campaign are as follow:
· To increase the online presence to the potential online

customer on the internet.
· To increase the overall brand awareness and brand image
amongst online users.
· Drive traffic to the brands website by increase 16% of the
current interest traffic rate by November, 2019.
· Increase online among of follower and likes on Facebook and
Instagram by 20% end of November, 2019.
3.2 Ad groups, rationale, keywords and negative keywords and
text ads
3.2.1 Body Care
Rationale: An investigation on the Cosmetics and Personal Care
Report directed for the current year: it figures that the income
collected in Singapore's body care products market could add up
to US$937m in only 2018 (Heng 2019). Dr Tan Kian Teo, a
dermatologist at Skin Physicians at Mount Elizabeth Medical
Centre Singapore, stated: "It is surely not too early to begin
utilizing anti-ageing skin care products at 40 years old. How our
skin ages rely upon numerous variables, for example, skin type
and the amount of sun exposure (Teo 2015). There are numerous
Influencers on social media these days, which have countless
times showcased various products related to body care, based on
the lifestyle which people lead in Singapore. Therefore,
Innisfree aims to be a part of everyone’s daily routine where
people utilise their “green tea” moisturizers and cosmetic
products thereby leading to multiple health benefits and add to
their improved sustainable lifestyle.
Keywords include- Makeup, skin care, moisturizer, essential
oils, beauty, cosmetics, simple skincare, origins skin care, skin
care products, Shishido skin care, philosophy skin ,e-100 ,skin
care for men, body lotion, best body lotion, bath and body, shea
butter, birch box, skin care brands, facial products, shampoo,
curly hair, men haircuts, how to grow hair faster, haircut, hair,
hairdresser, hair straightener, highlights hair, hair color, hair
dye, Hairstyle, perm hair
Negative Keywords- Eczema, Acne scars.

Ad texts-
3.2.2 Skin Care Men
Rationale: Gone are the days when a washroom loaded up with
lotions, serums and chemicals would be expected to be
belonging to a lady. Men, as well, are as much into dealing with
their skin, just as industry players and beauty product
organizations, revealed to The Straits Times (Heng 2016). The
28-year-old guy who is dating someone nearly spends $400
every month on skincare. His regular schedule includes a facial
wash, toner, sunscreen and serum to saturate and energise the
skin (Bowers 2018). Therefore, Innisfree aims to target such
men, who are as much interested as women when it comes to
adding skin care in their daily routine.
Keywords Include- Facemask, Best eye cream, Best facial in
Singapore, Fragrance, Best eye cream, Toner, Moisturizer,
Razor, Essence, Face mask, Skin care, skin care brands, facial
treatment for men, men skin care routine, simple skincare,
men’s facial, origins skin care, skin care products, face of man,
skin care tips, face moisturizer for men, Japanese skin care,
Innisfree Mask, Shaving Cream ,After shave ,Forest Essentials
,Anti-aging cream ,skin care routine, collagen, caring skin
Negative Keywords- skin cancer, Pimples, acne cream, acne
scars
Ad text-
3.2.3 Skin Care Women
Rationale- In the light of Innisfree's owned media (Facebook,
Instagram), it can clearly be observed that the main target
market or the marketing strategies have been designed to suit
best for women. Beauty is being beautiful the way you are.”

Therefore, it is this perception or belief and the attention which
women provide towards their skin (Archer 2012). Innisfree
helps such women in providing proper tutorials and how to
utilize each product meant for different parts of the body. For
example- Their smart skin analyser captures the image of the
customer, analyses the condition of the skin and then provides
recommendation on the best suited product (Rogerson 2018)
Keywords Include- skin care, face mask, Moisturizer, face
mask, Serum, caring skin, Skinceuticals, Toner, mask, eye
mask, skin, vitamin c serum, best eye cream, bb cream, facial,
essence, exfoliate, essential oils, collagen, Cosmetics, Soap, tea
tree oil, best facial in Singapore, facial Singapore,
Aromatherapy, young living essential oils, Scrubs, Perfume,
Fragrance, Shampoo
Negative Keywords- Eczema, acne scars, cystic acne, acne, skin
cancer
Ad text-
3.2.4 Makeup
Rationale-As per the VALS theory and psychological market,
the "Believers" in Singapore like to cherish prominence or
moments with their families (Hui 2016) Certain parents like to
bring along their toddlers while shopping. It is thereby
important for Innisfree Singapore to target those families with
children since it promotes specialised makeup for the young
girls aged underneath 15 years of age. Another augmented-
reality technology, which Innisfree has recently launched is
called the “magic mirror”, where a customer gets the
opportunity of virtually applying the make-up and then choose
the best product (Da 2018)
Keywords include- Makeup, Cosmetics, Concealer, Beauty,

Blush, Exfoliate, Foundation, Skin care, Toner, Primer,
Blackhead removal, Pimples, Tea tree oil, Laniege, Etude
House, Nature Republic, Missha, Sulwhasoo, 3CE, Tony Moly,
The Face Shop, Mamonde, Moisturizer, Sephora Singapore,
Sephora SG, Contour, Serum, Essence, Pimple treatment, BB
cream
Negative Keywords- Pimples, Acne, Blackheads, Low,
Combination skin, Winter skincare
Ad text-
3.3 Target audience settings
We plan to connect with precise potential customers in the
target market through Google AdWords campaign by applying
the in-market audience settings. Such a strategy is to keep
customers from accidentally searching down for our client's
(Innisfree) products and their services offered. Based on our
client’s target audience settings, we have divided them into two
broad categories: body and skin care for men followed by
women.
3.4 Daily and weekly plans for spending their campaign budget
The campaign budget plan has been set to increasingly
accomplish the objectives for impressions, clicks, cost per
clicks (CPC) and Click through rate (CPR). According to the
evaluated monthly revenue of Innisfree, a maximum budget of
7800$ / month shall be set. Likewise, $260 will be accounted
for the daily budget, followed by $1950 being the weekly
budget. This particular budget will be dispersed evenly among
the four Ad groups. The allocation of each Ad group will be
redistributed on a monthly basis depending on their success
individually. Also, by adopting maximizing clicks bid strategy,
there won't be any such issues for overspending the client’s
budget. When customers search for keywords like "Innisfree",
our client has also ranked the top position in the Google search
engine. The accomplished outcomes will compensate for the

vulnerable sides we set as the geo-targeting on the Google
AdWords campaign
3.5 Keyword bidding
Since the strategy of maximising clicks naturally sets the CPC,
Google AdWords will help in monitoring the day by day
estimate for our customer; which could slowly increment or
reduce the bidding following our pre-set budget plan while the
campaign lasts. Moreover, slotting our negative words for every
one of our four Ad groups stops Innisfree from showing up
when a customer looks for the mentioned specific keywords.
Nonetheless, we will be monitoring our client's budget to be in
accordance with the prevalent classifications. Therefore, by
utilising this strategy not only can Google AdWords keep
control of our customers CPC, but our client can also manage
and have full authority over it.
3.6 Geo-targeting
As discussed earlier, the location of a client’s business plays a
vital role in determining the Singapore’s beauty and cosmetics
market. Singapore’s market is quite dense, with shopping malls
or health and beauty products store in almost every district.
Henceforth, fitting the appropriate geographic target will be the
customers who live or work in central Singapore, preferably
Orchard Road. Innisfree is regarded as one of the leading brands
when it comes to beauty and skin care products for both men
and women, setting a store in Orchard road could be quite
beneficial. Since this district is considered to be one of the most
premier business, shopping and entertainment districts in
Singapore (Ng & Liew 2016).
3.7 Goals for impressions, click, CPC and CTR
As per the overall budget plan of 7800$ per month for this
respective Google adwords campaign, we aim to achieve around
630,000 impressions with 21000 clicks and CTR being 3.3%
approximately. The average cost of CPC is estimated to be

$0.48. These matrices shall be intently observed and changed in
accordance with attaining the ideal objectives. If the overall
goals and objectives work out well, such a campaign shall
surely be beneficial for Innisfree, thereby increasing overall
brand image and awareness along with a significant increment
in Return of Investments (ROI).
3.8 Proposed Success Metrics
3.8.1 Google analytics
Google Analytics is a free web analytics tool offered by Google
which enables a client to analyse his website traffic and track
his digital effectiveness (Su 2017). Efficient utilisation of this
tool can lead to a potential increase in Return on Ad Spend
(Shivar 2018). Also, it helps our client Innisfree in taking note
of potential or the regular customers mapping journey on how
they figured out to discover our client's business through the
internet.
3.8.2 Conversion tracking tool
The conversion tracking tool is an incredible asset in Google
Ads (earlier known as AdWords) that gives a chance to
recognize how well your client's ad campaign is producing
leads, deals, downloads, email recruits, and other key activities
for your business (Bell 2018). This tool empowers our client to
check certainly every one of the achievement rates of the
proposed four Ad groups, along with managing the overall
budget in cases of future additional investment in the campaign.
3.8.3 Social Media Following
One of our campaign’s objective was to increase social media
presence and brand awareness in the mind of consumers by
20%, for all the social media platforms like Instagram and
Facebook along with the total website traffic. Since our
proposed campaign is for 6 months (June-Noember 2019), after
which all the social media platforms shall be analysed and

assessed to decide whether the campaign has been fruitful in
pulling in online brand awareness of our brand. All through the
campaign, we intend to keep a track of our online platforms on
a weekly basis, to see if there is an increase or decrease thereof.
4. Other relevant information
4.1 Viral Marketing Strategy
Viral showcasing is held for content that spreads like fire over
the web. The objective is to get an advertising message out and
empower individuals to send something along to everybody they
know. It can be considered as a blend of WOM (Word of Mouth)
and buzz marketing for the digital world (Hatch 2018). The
table showcases the strategy of increasing Innisfree Singapore’s
overall brand awareness in the minds of consumers. Viral
Marketing is indeed a most ideal approach to let down a client's
advertising costs as it isn't costly to dispatch but is
exceptionally successful and quick in communicating the
message to the prospective buyers.
Typical Women
Frame 1
Frame 2
Frame 3
A couple in their mid 50s were trekking in one of the forests in
India, where they got stuck due to a severe landslide and her
husband was hit by an enormous rock.
When his lower body got stuck, her wife tried all the possible
measures to get rid of the rock but couldn’t help. Since there
wasn’t any help nearby, she started crying out loud and praying
to god for help.
Suddenly there was spotlight amidst the clouds and god turned
up, asking the lady- what if I grant you with a wish, what would

that be
The women replied, she would like to have the skin of a 16year
old. Husband and god both were stunned.
4.2 Improving and Increasing Social Media Exposure
It becomes very significant for Innisfree Singapore to
effectively refresh and update their online social media
platforms, in order to better communicate with their potential
customers, showcase their regular promotions and also to track
down customer feedback. Now since their target market
comprises of young millennials, it becomes very vital for our
client to consider this as an advantage of their frequent
utilisation of the web and successfully executing the viral
marketing strategy. Another approach towards improving their
social media exposure would be to collaborate with "Bloggers"
and "Influencers" like Naomi Neo in Singapore (E.g. Beauty and
Lifestyle Influencers. This step would not only help in
expanding social media exposure but also to invite website
traffic while connecting different social media platforms to
their own website
5. Conclusion
To conclude and summarise the analysis, it can be stated that by
utilising this AdWords campaign, we are intending to
accomplish all our goals and objectives of expanding the brand
image, awareness and social media presence. Google AdWords
has helped our client Innisfree in giving recommendations
regarding the planning of budget, determining the respective Ad
groups along with the client's keywords selection. We likewise
intend to develop and construct an unwavering client base
which results in an increased market share for Innisfree. It is
also predicted that this 6-month campaign would surely be
successful, based on the objectives of 21000 clicks and 630k
impressions. Google AdWords has helped our client Innisfree in
giving recommendations regarding the planning of budget,
determining the respective Ad groups along with the client's

keywords selection. An expansion in brand awareness would
conceivably prompt an expansion in the overall sales and
positive WOM which is significantly favourable for Innisfree in
the Singapore market.
References
ETUDE HOUSE Singapore (@etudehousesingapore) • Instagram
photos and videos. (n.d.). Retrieved from
https://www.instagram.com/etudehousesingapore/?hl=en
ETUDE HOUSE Singapore. (n.d.). Retrieved from
https://www.facebook.com/etudehousesingapore/
Innisfree Singapore. (n.d.). Retrieved from
https://www.facebook.com/innisfreesingapore/
Innisfree Singapore (@innisfreesingapore) • Instagram photos
and videos. (n.d.). Retrieved from
https://www.instagram.com/innisfreesingapore/?hl=en
Innisfree Singapore (n.d.). Retrieved from
http://www.innisfree.com/sg/en/main/index.do
Ng, Michelle & Liew, Rebecca. 2016. "Best of Orchard Road".
Time Out Singapore, September 16.
https://www.timeout.com/singapore/shopping/best-of-orchard-
road.
Su, Bill. 2017. "What is Google Analytics, and why is it
important to my business?". Medium, May 16.
https://medium.com/analytics-for-humans/what-is-google-
analytics-and-why-is-it-important-to-my-business-
8c083a9f81be.

Shivar, Nate. 2018. "What Does Google Analytics Do? And
What Can I Do With Google Analytics?". ShivarWeb,
September 29.
https://www.shivarweb.com/2977/what-does-google-analytics-
do/.
Bell, Erin. 2018. "Google Conversion Tracking: Complete
Guide to Conversion Tracking in Google Ads".
Wordstream.com, September 17.
https://www.wordstream.com/blog/ws/2013/08/13/adwords-
conversion-tracking-guide.
Hatch, Cydney. 2018. "Viral Marketing: Marketing Tactics For
Viral Success". Disruptive Advertising, September 26.
https://www.disruptiveadvertising.com/marketing/viral-
marketing/.
HUI, KOK. 2016. "Survey finds that family is the top priority
for Singaporeans". The Straits Times, May 18.
https://www.straitstimes.com/singapore/survey-finds-that-
family-is-the-top-priority-for-singaporeans.
Archer, Dale. 2012. "The Psychology of Beauty". Psychology
Today, June 29.
https://www.psychologytoday.com/intl/blog/reading-between-
the-headlines/201206/the-psychology-beauty.
Da, Kim. 2018. "Innisfree teams up with Alibaba to open new
concept store in China". Koreaherald.com, July 20.
http://www.koreaherald.com/view.php?ud=20180719000577.
Rogerson, Steve. 2018. "Smart Retail NewsKorean cosmetics
firm gives digital makeover to Chinese store".
Iotm2mcouncil.org, August 01.
https://www.iotm2mcouncil.org/innialo.

Heng, Melissa. 2016. "More men buying into skincare in
Singapore". The Straits Times, April 14.
https://www.straitstimes.com/lifestyle/more-men-buying-into-
skincare-in-singapore.
Bowers, Beatrice. 2018. "The clueless man's manual to building
a skincare routine". Lifestyle Asia, June 07.
https://www.lifestyleasia.com/sg/beauty-
grooming/skincare/mens-skincare-routine-guide/.
Teo, Joyce. 2015. "How to care for ageing skin". The Straits
Times, August 04.
https://www.straitstimes.com/singapore/how-to-care-for-ageing-
skin.
Heng, Emily. 2019. "Singapore's beauty consumer behaviour
2018: Report to help you market better - Daily Vanity". Daily
Vanity, May 28.
https://dailyvanity.sg/news/singapores-beauty-consumer-
behaviour-2018-report-to-help-you-market-better/.
The Body Shop. n.d. The Body Shop (website). Accessed May
29, 2019. https://www.thebodyshop.com/en-sg/
Soko Glam. n.d. Dr. Oracle (website). Accessed May 29,2019.
https://sokoglam.com/collections/dr-oracle
“Global Cosmetic Products Market expected to reach USD
805.61 billion by 2023 – Industry Sie & Share Analysis.” 2018.
Reuter, Mar 13, 2018.
https://www.reuters.com/brandfeatures/venture-
capital/article?id=30351
“The World Market for Organic Personal Care, 2019 to 2025 –
United States Market is Anticipated to Exceed $7.74 Billion by

2025.” 2019. Globe Newswire.
https://www.globenewswire.com/news-
release/2019/04/25/1809463/0/en/The-World-Market-for-
Organic-Personal-Care-2019-to-2025-United-States-Market-is-
Anticipated-to-Exceed-7-74-Billion-by-2025.html
Statista. n.d. Cosmetic & Personal Care Singapore (website).
Accessed May 29, 2019.
https://www.statista.com/outlook/70000000/124/cosmetics-
personal-care/singapore
Internet marketing (Pink Beauty SG)
Ground rules:
1. No playing around when discussing
2. No eating when doing any work
3. Be punctual
4. Always speak up when discussing (little things matter)
5. Do your work and be responsible
6. Don’t be offended when commented

7. Take turns to choose different places to do the assignment for
more creativity
8. Active on group chat
9. Respect each other, do not leave early as your help may be
needed
10. Always bring your own devices as needed.
Week 2
Tutorial: Group Discussion
Objective: To finalize the group project brand for the Online
Campaign
Conduct preliminary checks to ascertain the suitability of the
client for AdWords Programme.
Time Required: 90 Minutes
Part A
Checklist in determining whether the brand is suitable:
Questions
Yes
No
The organization/ brand has an existing business presence in
Singapore
YES
The Organisation / Brand does not have an existing Search
Engine
marketing Programme with Google.
YES
The Organisation/ Brand’s website is not found on the organic
search ranking in the first 3 pages of Google when used with

relevant keywords.
YES
It is not an established brand, but more of an SME/ Start-up
company.
YES
It’s not a B2B company. It is not an intermediary. It is a B2C
company.
YES
The number of searches for its relevant keywords is substantial
(Use Key Word Planner)
About 183,000,000 results (0.66 seconds)
The current website visit is considered as low (Use
Statshow.com)
YES
The brand has at least 4 Product Lines
Part B
Based on the brand selected, research on the following points:
• Pink beauty, (183 Toa Payoh Central, #01-270
Singapore,310183), (705 Ang Mo Kio Ave 8, #01-2571
Singapore,560705), (213 Bedok North Street 1, #01-133
Singapore,460213), (442 Clementi Ave 3, #01-109
Singapore,120442), (1 Bukit Batok Central Link, West Mall,
#01-14

Singapore,658713)
• number of employees: 50 employees
• Goods and services offered: retailing cosmetic and beauty
products
• Key online marketing personnel: NA
• Age of the company: 14 years
• URL: https://pinkbeauty.com.sg/
• Website Age: 12 years
• Website Management: NA
• Company presence and sales via online and offline
channels: online presence through its website which has an
estimated
Part C
Brainstorm 10 keywords that are related to the brand of your
business. Do a search with the keyword(s) on Google and access
the page of the website ranked on Google.
· Cosmetic company Singapore (page 7)
· Skincare products (unranked)
· Beauty products (unranked)
· Cosmetic Singapore (unranked)
· Facial products (unranked)
· Health and beauty products (unranked)
· Natural skincare (unranked)
· Online cosmetic (unranked)
· Buy cosmetic (unranked)
· Best cosmetic (unranked)
Part D
Conduct a simple audit of the brand’s current social media
assets/ vehicles:
Facebook (Facebook.com/pinkbeauty, 3,486 likes, twice a week)
Instagram (Instagram.com/pinkbeautycosmetics, 293 followers,
5 times in a week)

Twitter (None)
Website (Pinkbeauty.com.sg, 2250 views per month)
Apps (None)
Influencers/ Bloggers (None)
YouTubers/ Youtube (None)
THIRD-PARTY IMMEDIARY (SingPost for delivery)
Part E
1) Evaluate and analyze the current state of its digital efforts
and presence.
The current state of the company's digital efforts and presence
in promoting their products is still fairly low. Hereby, it is
certain that the company rarely update their social pages. To
overcome this problem, the first thing that the company needs to
do is to examine and identify their specific goals for their
business.
2) Give 2 reasons why Google Online Marketing (SEM) will
help with your client.
· Google's online marketing will help Pink Beauty to increase
its brand awareness in the market and brand equity of its
products.
· Using SEM will increase the website rating by placing the
website in the top results when the relevant keywords are
entered on the search engines.
CURTIN UNIVERSITY, TUT 3
MKTG3003 Internet Marketing Trimester 2A, 2019 Lecturer:
Mr. Dennis Toh
25 July 2019
Students are to work in their respective project group.
After finalizing your brand last week, this week’s assignment
focuses on understanding your client’s business deeper. It
details your research on the brand’s market analysis, marketing
activities, stp, and digital influencers.

TASK A
Conduct a detailed Market Analysis of the client selected for
your Ad Word Project
• Current and potential competitors :
• Overview of the industry (key characteristics,
competitive/saturated/ mature)
• Market position / specialities
• Unique selling points of the goods/services offered
• Seasonality of their goods/services or seasonality that the
company has identified
• The website uses, e.g. sales, general info, customer
service, email subscriptions, etc.
• Website strengths and weaknesses
• Other online advertising and offline promotion of the
website
TASK B
Using the segmentation variables, discuss the geographic,
demographics, Psychographics and Behavioural segmentation of
your client’s current customers.
Geographics: Pink beauty is a Singapore company so it
basically targets all the local population.
Demographics: Pink Beauty’s clients range from young to old
including both genders which range between 21 and 50 years
old. Targeting male and female genders, generally cheap
products affordable by average income people.
Psychographic: most people are from the service sector in
Singapore and prefer to use cosmetics and other skincare
products in daily use.
Behaviour: under behavior segmentation, pink beauty sells
cosmetics and other skin and hair care products which are the

essentials for use, hence, the demand is high from the
customers. The behavior of customers who buy brand products
is seeking health benefits from cosmetic products.
TASK C
Draw a Perceptual Map using 2 variables to compare your client
with its closest competitors.
TASK D
Identifying and targeting suitable influencers for your digital
campaign is one key component of digital marketing. List down
and discuss 10 influencers / Instagrammers / YouTubers who
are relevant to your client’s business
Task A:
· Sephora, M.A.C, Sasa
· Pink Beauty is a beauty retail enterprise that was founded in
2005. The store provides a range of haircare, skincare, make-up,
fragrance, oral care, beauty supplements products.
· Medium quality, low price
· Cheap
· Night, Friday night and weekends, the first week of the month
(since payday is usually at the end of the month, 30-31st),
holiday period (Chinese new year, Great Singapore Sale, Black
Friday, End of the year sale)
· $6.60 per month-revenue, delivery, customer service, general
info of products, new products and promotions, sales
· Shows a wide variety of products-categorized specifically for
different products, catchy design while reserving simplicity
· No online advertising or offline promotion

TASK D
1. Titan Tyra (@titantyra, 371K IG Followers) - She is well
known for her reviews on beauty products, she has over 300k
followers on Instagram and over 500K subscribers on youtube.
With that amount of followers, people will be attracted easily
when she starts promoting the Pink Beauty account. She also
lived in Singapore for her education purposes, and her
boyfriend is Singaporean, which also makes it easier for her to
describe the business.
2. Christabel Chua (@bellywellyjelly)
3. Yu qing (@b1gqing, 182K IG followers)
4. Mongchin Yeoh (mongabong 74K youtube subscriber)
keywords:
Make-up:
1. Contour
2. Eyeshadow
3. Eyebrows
4. Concealer
5. Blush
6. Palette
7. Watson
8. Guardian
9. Cosmetics
10. Lip balm
11. Lipstick
12. Best eye cream
13. Moisturizer
14. Ysl lipstick
15. Mac lipstick
16. Chanel lipsticks
17. Nars Singapore
18. Beauty
19. Fenty beauty

20. Mask
21. Innisfree mask
22. Eye mask
23. Lazy eye
24. Lips
25. Foundation
26. Face
27. Korean make up
28. Basic makeup
29. Best eyeliner
30. Pink lipstick
Ad:
1. Save your money!! | make-up from S$2.90 | grab it now!!
Order now from pink beauty SG and get the lowest price from
us. Make-up and skincare starting only from S$2.90
2. Love your face | Best quality make-up at its price | Pink
Beauty SG. Only at Pink Beauty SG beauty blender starting
from S$2.90. Check out more products on our website.
3. Maybelline lipstick | New arrival lipstick | Pink Beauty SG.
Products are imported from many countries. Focus on skincare
high-quality products at the lowest cost!!
Personal care:
Listerine
Colgate
Teeth whitening
Teeth
Baby teeth
Tampon
Sanitizer
Dettol
The body shop tea tree oil

Olive oil
Olive
Stretch mark
Cellulite
Ipl hair removal
Daily
Skincare
Moisturizer
Mask
Face mask
Eye mask
Shower screen
Johnson and johnson
Relief
Back pain
Knee guard
Shoulder pain
Hair removal
Face moisturizers
Wet wipes
Wet tissue
Ad:
1. Cheap Collagen Diamond Drink | Kinohimitsu 5300 @%69.90
| Pink Beauty SG. Order & Buy Cheapest Kinohimitsu Collagen
Diamond Drink for only $5.9 delivery fees for home delivery.
$8 Singpost |
2. Cheap Listerine Mouthwash| Listerine Mouthwash @$5.50 |
Pink Beauty SG. Order & Buy Cheapest Listerine Mouthwash
for only $5.90 delivery fees for home delivery. $8 Singpost |
Listerine Original Mouthwash 750ml for only $5.50. |
3. Cheap Dettol Disinfectant | Dettol Disinfectant @$8.90 | Pink
Beauty SG. Order & Buy Cheapest Dettol Disinfectant for only
$5.90 delivery fees for home delivery. $8 Singpost | Dettol
Liquid Antiseptic Germicide 750ml + 250ml for only $8.90. |
Haircare

1. Hair treatment
2. Dry shampoo
3. Soft rebonding
4. Perm hair
5. Hair rebonding
6. Keratin treatment
7. Hair dye
8. Ash brown
9. Ash brown hair
10. Ombre hair
11. Hairstyle girls
12. Hairspray
13. Serum
14. Dove
15. Shiseido
16. Dandruff
17. Tresemme
18. Hair color
19. Loreal
20. Liese hair dye
21. Ash grey hair
22. Shampoo
23. Blonde hair
24. Highlights hair
25. Hair loss
26. Long hair
27. Short hair
28. Keratin
29. Curly hair
30. Burgundy
AdText
1. Cheap L’oreal SG | L’oreal Paris Shampoo @$9.70 |
PinkBeautySG. | Order & Buy Cheapest L’oreal Shampoo for
only $5.90 delivery fees for home delivery. $8 Singpost. L’oreal
Paris Keratin Shampoos only @$9.70. L’oreal Moisture and

Thickening Shampoos only @$9.70.
2. Effective Hair Coloring Product | Garnier Hair Coloring SG |
Garnier Hair Color @$5.90 | Shop & Ship Garnier Hair
Coloring for only @8.00 by Singpost. @5.90 for home delivery.
Garnier Color Naturals Caramel [email protected]$5.90. Garnier
Color Naturals Nutrisse Nourishing Color Creme Golden Brown
@$7.80.
3. Repair and Defend your Hair | Hair Healthiness Products |
pinkbeauty.com.sg | Repair and rejuvenate your hair healthiness
with our hair care products. Famous brands around the world for
your hair. L’oreal Paris hair treatment products.
Fragrance;
1. Versace perfume
2. Victoria secret perfume
3. Chloe perfume
4. Deodorant
5. Cologne
6. Best perfume for men
7. Hugo boss
8. DKNY
9. Calvin Klein
10. Moschino
11. Kenzo
12. Issey Miyake
13. Montblanc
14. Bvlgari
15. Marc Jacobs
16. Giorgio Armani
17. Elizabeth Arden
18. Juicy Couture
19. Simple
20. Perfume for men
21. Paris Hilton

22. Victorinox
23. Tommy Hilfiger
24. Justin Bieber
25. Katy Perry
26. A&F
27. Abercrombie
28. One Direction
29. Davidoff
30. Lanvin
Ad Text :
1. Authentic Versace Perfume | Versace Pour Femme Dylan
Blue EDP @$95.90 | Pink Beauty SG. | Versace Perfume on
Sale | Versace Blue Jeans Eau de Toilette $22.90 | Versace
Perfume New Arrivals | Cheap Versace
2. Long lasting perfume | Victoria’s Secret Coconut Passion
Body Mist 250ml @$13.90 | Victoria’s Secret Perfume Products
| Victoria’s Secret Romantic Body Mist 2x250ml for sale
@25.80 | Fresh Victoria’s Secret Perfume & Cologne
3. Best cologne | Feel fresh for 24hrs | Issey Miyake Perfume
only @$58.90 | Best perfume| Issey Miyake Florare Eau De
Toilette 90ml @69.90 | Authentic Issey Miyake Perfume| Issey
Miyake for @$68.00
Skincare:
Moisturizer
Best eye cream
Acne scars
Blackheads
Pimple
Cystic acne
Pimples on chin
Sunscreen
Skincare routine

Skincare
Lip balm
Loreal
Nature republic
Beauty
Cosmetics
Blackheads removal
Fenty beauty
The guardian
Guardian online
Century
Caring skin
Face mask
Care
Skin
Acne
Exfoliate
Toner
Qv cream
Oily skin
Best face wash for men
Ad text:
1. Best moisturizer in Singapore | Best face wash | cheap face
masks | get a 25% off for all SK-II products such as facial
cleansing oil and lotions | clear oily skin to make your face look
fresh
2. Cheap skincare | Best eye cream | cheap suncare | L’oreal
Paris White Perfect Milky Foam 50ml only for $2.50 | improve
your skin through moisturizing and hydrating
3. Clean & clear oil control film | L’oreal facial foam | Pond’s
sunscreen | brighten your skin using a white brightening scrub |
protect your skin from the harsh heat of the sun.
Negative keywords :

Body Care
1. Eczema
2. Acne Scars
3. Skin cancer
4. Acne cream
5. Oily skin
6. Low
7. Combination
8. Sores
9. Hairfall
10. Aging
11. Cheap
12. Hairloss
13. Dandruff
14. Blackheads
15. Pimple
16. Cystic acne
17. Stretch mark
18. Cellulite
19. Back Pain
20. Shoulder pain
21. Dry Skin
22. Dry Hair
23. Dead scalp
24. Skin itiching
25.
26. zx
Ad Group

Learning outcomes:
Students are to understand the meaning of AD TEXT and how to
write an AD TEXT.
Students need to understand the terminology of Impression,
Clicks, CPC ( Cost Per Click) and CTR ( Click Through Rate)
Students need to understand the application of Campaign
Forecast and Success Metrics to their client’s ad word Project.
Students need to understand how to derive the budget for the Ad
Word Campaign.
Students are to work in their respective project group.
Based on the key words formulated last week, students need to
a) Write 3 Ad Texts for every Ad Group; 12 Ad Texts for 4 Ad
Groups in total.
c) Estimate the monthly budget required for the Client for Ad
Words.
1.
Mode of study: Internal
Tuition pattern summary: Note: For any specific variations to

this tuition pattern and for precise
information refer to the Learning Activities section.
Online Class: 1 x 1 Hours Weekly
Tutorial: 1 x 2 Hours Weekly
This unit does not have a fieldwork component.
Credit Value: 25.0
Pre-requisite units: 10850 (v.0) Marketing 100 or any previous
version
OR
MKTG1000 (v.0) Discovering Marketing or any previous
version
Co-requisite units: Nil
Anti-requisite units: Nil
Result type: Grade/Mark
Approved incidental fees: Information about approved
incidental fees can be obtained from our website.
Visit fees.curtin.edu.au/incidental_fees.cfm for details.
Unit coordinator: Title: Dr
Name: Fazlul Rabbanee
Phone: 08-92667735
Email: [email protected]
Location: Building: 408 - Room: 2021
Teaching Staff:
Administrative contact: Name: Kelly Nowak
Phone: 08-9266 3882

Email: [email protected]
Location: Building: 408 - Room: 2014
Learning Management System: Blackboard (lms.curtin.edu.au)
Unit Outline
MKTG3003 Internet Marketing
Trimester 2A, 2019
Faculty of Business and Law
School of Marketing
Singapore Campus
07 Jun 2019
School of Marketing, Faculty of Business and Law
Page: 1 of 15
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be
found online in OASIS
http://fees.curtin.edu.au/incidental_fees.cfm
http://lms.curtin.edu.au/
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians,
their descendants and kin of this land past and
present. The Centre for Aboriginal Studies aspires to contribute
to positive social change for Indigenous

Australians through higher education and research.
Syllabus
This unit introduces students to the digital marketing world. It
broadens understanding of the non-technical
aspects of the internet and world wide web. The unit explores
and discusses how the online environment impacts
marketing through identifying web-based opportunities and
threats for firms. Furthermore the unit applies
marketing strategies and functions to an online context.
Introduction
The Internet has emerged as a key platform to facilitate
business and communication on a global basis. It
continues to grow at an exponential rate and is transforming the
value chain of virtually every industry. Today
millions of commercial Internet sites are doing business around
the globe.
This unit introduces students to a range of marketing uses of
the Internet based on strategies developed from
academic research and practitioners' experience. The aims of the
unit are to:
1. Introduce students to the strategic uses of the Internet.
2. Familiarise students with hands-on Internet marketing tools
by analysing firms' e-marketing strategies.
3. Discover and disseminate the ways in which the e-
marketing tools can be integrated into traditional
marketing.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of six Graduate
Capabilities during their course of study. These
inform an employer that, through your studies, you have
acquired discipline knowledge and a range of other skills

and capabilities which employers would value in a professional
setting. Each unit in your course addresses the
Graduate Capabilities through a clearly identified set of
learning outcomes. They form a vital part in the process
referred to as assurance of learning. The learning outcomes
notify you of what you are expected to know,
understand or be able to do in order to be successful in this unit.
Each assessment for this unit is carefully
designed to test your knowledge of one or more of the unit
learning outcomes. On successfully completing all of
the assessments you will have achieved all of these learning
outcomes.
Your course has been designed so that on graduating you will
have achieved all of Curtin's Graduate Capabilities
through the assurance of learning processes in each unit.
On successful completion of this unit students can: Graduate
Capabilities addressed
1 Explain the internet marketing context: internet business
models, performance
metrics and the role of strategic planning
2 Apply strategies of segmenting, targeting, positioning and
differentiation
3 Evaluate an organization's e-marketing strategies and tactics
4 Apply the marketing functions of product, pricing,
distribution and communication
in an online environment

School of Marketing
Singapore Campus
07 Jun 2019
Page: 2 of 15
http://karda.curtin.edu.au/
Curtin's Graduate Capabilities
Learning Activities
The primary learning activities in this unit will be the works
done by students in: (1) one group project on a firm’s
e-marketing strategy, and (2) two individual projects focusing
on a firm's e-marketing plan and mapping
consumer digital journey while buying a product
online. Working on a firm’s e-marketing strategy involves
developing an advertisement campaign using Google AdWords.
It also involves utilizing the concepts and
terminologies of the discipline, analyse the information
available through the firm's website and other internally
generated information and a critical appraisal of the
relevant strategies and tactics. The first individual assessment

involves preparing an e-marketing plan for a selected firm or
brand. The second individual assessment focuses on
mapping how consumers go through different steps and/or touch
points while buying a product in online and
critically describe how the firm has used different digital
marketing tools to facilitate consumers' journey. In
addition, there will be a number of class participation activities
in the workshop that will involve presentations and
general class discussions.
The lectures for this unit will be devoted to covering the
materials presented in the textbook to provide students
with the tools needed to successfully complete all the
assignments of the unit and operate in an entry level e-
marketing position with a firm. Workshops will be largely based
on Google AdWords, discussion on weekly topics,
assigned cases, reading materials and the assessments. Other
key topics discussed in the unit include content
marketing, e-mail marketing, SEO vs SEM, social media
marketing and web analytics. It is important to prepare
own self to attend the workshops in order to keep abreast of
how the lecture and other discussion materials will
be specifically applied to your group and individual projects.
The workshop time will be devoted to:
1. Group activities, short case discussions, presentations and
other student engagement activities.
2. Discussion on lectures and clarifying relevant issues from
the lecture/reading materials.
Learning Resources
Recommended texts
You do not have to purchase the following textbooks but you
may like to refer to them.

l 1. R. Frost, A. K. Fox and J. Strauss (2019) E-Marketing,
Routledge, International Student Edition, 8th Edition.
(ISBN/ISSN: 978-1-138-58836-3).
2. D. Chaffey and PR Smith (2017), Digital Marketing
Excellence: Planning, Optimizing and Integrating Online
Marketing, 5th Edition, Routledge Taylor & Francis Group.
(ISBN/ISSN: 978-1-138-19170-9 )
Other resources
For recent industry trend and update:
1. http://www.emarketer.com/Articles.aspx
2. http://www.pewinternet.org/
3. http://www.retailonlineintegration.com/
Apply discipline
knowledge, principles
and concepts
Innovative, creative and
entrepreneurial
Effective communicators
with digital competency
Globally engaged and
responsive
Culturally competent to engage
respectfully with local First Peoples

and other diverse cultures
Industry connected and
career capable
Find out more about Curtin's Graduate Capabilities at the Curtin
Learning and Teaching website: clt.curtin.edu.au
School of Marketing
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http://clt.curtin.edu.au/
Assessment
Assessment schedule
*Please refer to the Late Assessment and the Assessment
Extension sections below for specific details and
conditions.
Detailed information on assessment tasks

1. E-marketing plan (35% of the unit mark) (Due in week 6; by
12th April 2019)
E-marketing plan is an individual assignment. For this
assessment, students are required to select a firm or
brand with which they are familiar. The firm should have an
active English website. You need to prepare an
e-marketing plan for the selected firm or brand. DO
NOT select the same brand or firm that you will select
for the AdWords group project under the Online Media
Campaign assessment. You should follow the
marking guide/rubric available under the assessment tab on the
Blackboard; and, prepare the e-marketing
plan for the selected brand or firm accordingly. You are
required to submit the e-marketing plan through
blackboard.
The length of the e-marketing plan should not be more than 10
pages (12 font; 1.5 line spacing; and 1 inch
margin across all sides) excluding the cover page, table of
contents, references and appendices. Your write
up beyond the first 10 pages will NOT be marked.
The assignment will be checked through Turnitin for plagiarism
monitoring. Students will not be able to see
the Turnitin report; and first time submission will be considered
as final submission. Penalties will be
applied for late submission.
2. Online Media Campaign (35% of the unit mark)
Online Media Campaign is a group assessment where the
students are required to prepare an online
advertisement campaign for a company using Google AdWords.
Under the guidance of the lecturer/tutor,

students will organise themselves into groups of 3-4 members
during the first tutorial. You need to select a
local small and/or medium enterprise which has an active
website. Please do not select any financial
organization or any business in competitive industries such as
insurance, law firms, debt consolidation, or
something similar.
Also, please note that this is NOT the official Google Online
Marketing Challenge as the competition is no
longer available. Running a real time campaign for a client is
optional. If any team wishes to do so, they are
most welcome and the team(s) needs to be in touch with the
local lecturer or tutor for guidance. The team
(s) can reflect their campaign results during group presentation
in week 11. The group project consists of
the following tasks:
A) Group contact - Due in week 3 (during the workshop)
All group members should plan and discuss how the group will
work. Share all the members’ contact
Task Value % Date Due
Unit
Learning
Outcome(s)
Assessed
Late
Assessments
Accepted?*
Assessment

Extensions
Considered?*
1
E-Marketing Plan 35% Week: Week 6
Day: Friday
Time: 11.59 pm
1,2,4 Yes Yes
2
Online Media Campaign 35% Week: Week 3, 11,
12
Day: During
workshop; Friday of
week 12
Time: 11.59 pm
2,3,4 Yes Yes
3
Consumer digital journey map 30% Week: Week 9
Day: Friday
Time: 11.59 pm
2,3,4 Yes Yes
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phone and/or email address to each other. On a separate
document, please submit the same information
to your tutor along with the following information:
l Write down the first and last name of each team member along
with the student ID and email
address. Also, please mention who is the team leader?
l Mention the name of the firm that your group has selected
along with its web link. Outline tentative
objectives of the campaign i.e. is it to create awareness or to
increase number of visitors in the
website or to promote the recent discount offer?
B) Developing a campaign (with 3 or 4 ad groups; 9 or 12 text
ads) for the firm in Google AdWords
Each group requires developing a campaign (with numerous text
ads) for the selected firm in Google
AdWords. Each group is expected to do the following activities
–

l Open an AdWords account for the group and share its
credentials such as email, and password
among all the group members.
l Develop at least one campaign including 3 or 4 adgroups and 9
or 12 text ads (3 text ads per
adgroup). EACH MEMBER OF THE GROUP WILL BE
RESPONSIBLE FOR ONE ADGROUP AND
DEVELOPING AT LEAST 3 TEXT ADS FOR THE ADGROUP.
l Please note that it is NOT mandatory to make your ads live.
C) Preparing and Submitting a Campaign Report (28% of the
unit mark) (Due in week 12 by 31st May
2019)
You need to prepare a campaign report describing ‘what’ and
‘why’ aspect of the campaign, ad groups
and the text ads that you have prepared. The ‘why’ aspect of
these ads should be in line with certain
campaign objectives. The specific structure of the campaign
report is mentioned below –
(i) Client Overview (4%, about one page)
Client overview can be considered as the foundation of the
proposed AdWords strategy. This section
should provide a brief overview of the client and its marketing.
Client profile should include name, location,
goods and services offered, key online marketing strategy, URL,
overview of the website management,
social media such as Facebook, Google+, etc., firm’s
online presence and sales via online and offline
channels, and other relevant information.
(ii) Market Analysis (5%; about one page)

Market analysis should include the current and potential
customers; current and potential competitors;
overview of the industry (key characteristics,
competitive/saturated/mature); projected and historical online
spending for the industry; market position/specialties; unique
selling points of the goods/services offered;
seasonality of their goods/services or seasonality that the
company has identified; other relevant market
information.
(iii) AdWords Strategy [16% (3% - 4% for each ad group);
about four pages; about one page per ad
group]
Based on an analysis of the client, its website and marketing,
each team should craft an appropriate
AdWords Strategy and metrics for their campaign. The proposed
strategy should include:
l Adgroups and the rationale for each adgroup
l At least three optimized text ads for an adgroup with
explanation of how, why and what best
practice techniques were used
l Keywords and negative keywords for each adgroup
l Headline, USP, action line and description line for each text
ad
l Target audience settings
l Daily and weekly plans for spending their campaign budget
l Keyword bidding
l Geo-targeting
l Goals for impressions, clicks, CPC and CTR
l Proposed success metrics
l Other relevant information
l Conclusion

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iv) Quality of Written Communication (3% of the unit mark)
The AdWords campaign report should have a logical flow, easy
to follow, and should not include any
grammatical mistake.
Students are required to submit the AdWords group project
report through Blackboard on or before the
due date. Late penalties will be applied if any of the groups is
late in submitting the report.
D) Presentation of the Campaign Report (5% of the unit mark)
(Due in week 11, during the
workshop)

This presentation should give your peers an idea about your
AdWords campaign. Each group will have 15
minutes to present and 5 minutes for Q & A. Your presentation
should include the following points:
l Your client and the industry
l Your main campaign objectives
l Your ad groups, major keywords and negative key words, and
how the ad groups differ from
each other
l Three text ads for each adgroups and how the text ads are
different from each other
l Your budget and bidding strategy.
l Q & A
E) Peer Evaluation (2% of the unit mark)
Before you submit the final report, each team member should
review the work done by other team
members using the given peer evaluation form avaialable in the
Blackboard under the assessement tab.
Please submit your peer evaluation to your tutor or local
lecturer during your team presentation in the
class. The last day of submitting the peer-evaluation to your
tutor or local lecturer is Friday of week 12.
Each group member is expected to contribute equally to the
group project. Otherwise, group members’
marks will vary based on peer evaluation and the quality of
work for the respective ad group that the
members are dealing with both in the campaign report and
presentation.
Report Format: The length of the Online Campaign (AdWords)
group report should not be more than 8

pages (12 font; 1 inch margin in all side).
The report will be checked through Turnitin for plagiarism
monitoring. Students will not be able to see the Turnitin
report; and first time submission will be considered as final
submission. Penalties will be applied for late submission.
3. Mapping Consumer Digital Journey (30% of the unit mark)
(Due in week 9 by 10th May 2019)
Mapping a consumer purchase journey is an effective method
for marketers to improve customer
experiences. Mapping helps marketers diagnose relevant issues
that are critical to target customers, and
formulate innovative ways of delivering them a
‘wow’ experience. For this purpose, marketers need to
understand the steps (i.e. need recognition, awareness, research,
evaluate, purchase, pay and post
purchase service) that consumers go through before purchasing
a product online or offline.
For this individual assessment, you are asked to map your
digital journey while purchasing a product or
service online. You need to select a brand, or a firm that has a
significant online presence (in English
language) in order to develop your map. If you are likely to
interact with both online and offline contexts
throughout the purchasing process, please consider both while
mapping the journey. You are required to
prepare a report covering the following key issues –
a. General introduction about the product or service, its nature,
and targeted customers of the firm.
b. Create a map (e.g. a diagram or flowchart) that shows your
journey from need recognition to post

purchase service that you have received from the selected brand
or company. Specify each TOUCH
POINT of your journey in the diagram.
c. Critically discuss how the brand or firm uses different e-
marketing channels and tools such as SEO,
SEM, AdWords, company owned and earned media including its
social media content, emails, etc. in
each step of your journey. Your critical discussion should
include both positive experiences and
negative experiences that you had with the brand’s / firm’s
online presence. Your discussion should
also include the interaction of online and offline context if you
have used both the platforms (online
and offline) while purchasing the product or service (i.e. specify
the TOUCH POINTS when you have
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gone offline and discuss why you have done so).
d. Recommend if there are other useful e-marketing tools that
the brand or firm could use to make
your online purchase journey more rewarding. Discuss with
examples how these tools could facilitate
your journey further. Your recommendation could be based on
other competitor firms' practices
within the industry.
Please DO NOT select the same brand or firm that you will
select for Online Media Campaign i.e., AdWords
group project. The length of the assessment should not be more
than 8 pages (12 font; 1.5 line space; and
1 inch margin in all sides) excluding the cover page, table of
contents, references and appendices. Your
write up beyond first 8 pages will NOT be marked.
You are required to submit the assessment through
blackboard. The submitted assignment will be
transferred to Turnitin automatically for plagiarism monitoring.
Students will not be able to see the Turnitin
report; and, first time submission will be considered as final
submission. Penalties will be applied for late submission.
Pass requirements
In order to pass this unit, a student must achieve an overall
mark equal to or above 50%.
Fair assessment through moderation
Moderation describes a quality assurance process to ensure that
assessments are appropriate to the learning
outcomes, and that students work is evaluated consistently by

assessors. Minimum standards for the moderation
of assessments are described in the Assessment and Student
Progression Manual, available from
policies.curtin.edu.au/findapolicy/
Late assessment
Where the submission of a late assessment is permitted, late
penalties will be consistently applied in this unit.
Where a late assessment is permitted for an assessment item or
the entirety of the unit (refer to the Assessment
Schedule table in this Unit Outline) and the student does not
have an approved assessment extension:
1. For assessment items submitted within the first 24 hours after
the due date/time, students will be penalised
by a deduction of 5% of the total marks allocated for the
assessment task;
2. For each additional 24 hour period commenced an additional
penalty of 10% of the total marks allocated
for the assessment item will be deducted; and
3. Assessment items submitted more than 168 hours late (7
calendar days) will receive a mark of zero.
Where late assessment is NOT permitted for an assessment item
or the entirety of the unit (refer to the
Assessment Schedule table in this Unit Outline) and the student
does not have an approved assessment extension:
1. All assessment items submitted after the due date/time will
receive a mark of zero.

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http://policies.curtin.edu.au/findapolicy/
Assessment extension
Where an application for an assessment extension is permitted
for an assessment item(s) within this unit (refer to
the Assessment Schedule table in this Unit Outline):
1. A student unable to complete an assessment item by/on the
due date/time due to exceptional
circumstances beyond the student's control, must apply for an
assessment extension using the Assessment
Extension Application Form (available from the Forms page at
students.curtin.edu.au/administration/) as
prescribed by the Academic Registrar.
2. The student will be expected to lodge the form with
supporting documentation to the school representative

nominated below.
3. Failure to submit this application in a timely manner, may
impact upon the assessment process. For
applications that are declined this may have significant
ramifications on the possible marks awarded.
4. An application may be accepted up to five working days after
the due date/time of the assessment item
where the student is able to provide a verifiable explanation as
to why he or she was not able to submit the
application prior to the assessment due date/time.
Where an application for an assessment extension is NOT
permitted for an assessment item(s) within this unit
(refer to the Assessment Schedule table in this Unit Outline):
1. All assessment items submitted after the due date/time will
be subject to late penalties or receive a mark of
zero depending on the unit permitting late assessment
submissions.
School Representative for this unit:
For final exam extensions please contact [email protected]
For all other assessment extensions please contact your Unit
Coordinator. Page one of this unit outline has their
details.
Deferred assessments
Further assessment
Further assessments, if granted by the Board of Examiners, will

be held between 11/11/2019 and 22/11/2019 .
Notification to students will be made after the Board of
Examiners meeting via the Official Communications
Channel in OASIS.
It is the responsibility of the student to be available to complete
the requirements of a further assessment. If your
results show that you have been granted a further assessment
you should immediately check OASIS for details.
Reasonable adjustments for students with disabilities/health
circumstances likely to impact on
studies
A Curtin Access Plan (CAP) is a document that outlines the
type and level of support required by a student with a
disability or health condition to have equitable access to their
studies at Curtin. This support can include
alternative exam or test arrangements, study materials in
accessible formats, access to Curtin’s facilities and
services or other support as discussed with an advisor from
Disability Services (disability.curtin.edu.au).
Documentation is required from your treating Health
Professional to confirm your health circumstances.
If you think you may be eligible for a CAP, please contact
Disability Services. If you already have a CAP please
provide it to the Unit Coordinator at the beginning of each study
period.
If your results show that you have been granted a deferred
assessment you should immediately check OASIS for
details.

Deferred examinations/tests will be held from 11/11/2019 to
22/11/2019 . Notification to students will be made
after the Board of Examiners’ meeting via the Official
Communications Channel (OCC) in OASIS.
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http://students.curtin.edu.au/administration/
mailto:[email protected]
http://life.curtin.edu.au/health-and-wellbeing/CAP.htm
http://life.curtin.edu.au/health-and-
wellbeing/disability_services.htm
wellbeing/disablity_services_eligibility.htm#/health-and-
wellbeing/10126.htm
wellbeing/contact_disability_services.htm
Referencing style

The referencing style for this unit is APA 6th Ed.
More information can be found on this style from the Library
web site:
http://libguides.library.curtin.edu.au/referencing.
Privacy
As part of a learning or assessment activity, or class
participation, your image or voice may be recorded or
transmitted by equipment and systems operated by Curtin
University. Transmission may be to other venues on
campus or to others both in Australia and overseas.
Your image or voice may also be recorded by students on
personal equipment for individual or group study or
assessment purposes. Such recordings may not be reproduced or
uploaded to a publicly accessible web
environment. If you wish to make such recordings for study
purposes as a courtesy you should always seek the
permission of those who are impacted by the recording.
Recording of classes or course materials may not be exchanged
or distributed for commercial purposes, for
compensation, or for any other purpose other than personal
study for the enrolled students in the unit. Breach of
this may subject a student to disciplinary action under Statute
No 10 – Student Disciplinary Statute.
If you wish to discuss this please talk to your Unit Coordinator.
Copyright
The course material for this unit is provided to you for your
own research and study only. It is subject to
copyright. It is a copyright infringement to make this material
available on third party websites.

Academic Integrity (including plagiarism and cheating)
Any conduct by a student that is dishonest or unfair in
connection with any academic work is considered to be
academic misconduct. Plagiarism and cheating are serious
offences that will be investigated and may result in
penalties such as reduced or zero grades, annulled units or even
termination from the course. Assessments under
investigation will not be given a mark until the matter is
concluded. This may result in the unit grade being
withheld or a grade of Fail Incomplete (F-IN) until a decision
has been made by the Student Disciplinary Panel. This
may impact on enrolment in further units/study periods.
Plagiarism occurs when work or property of another person is
presented as one's own, without appropriate
acknowledgement or referencing. Submitting work which has
been produced by someone else (e.g. allowing or
contracting another person to do the work for which you claim
authorship) is also plagiarism. Submitted work is
subjected to a plagiarism detection process, which may include
the use of text matching systems or interviews with
students to determine authorship.
Cheating includes (but is not limited to) asking or paying
someone to complete an assessment task for you or any
use of unauthorised materials or assistance during an
examination or test.
From Semester 1, 2016, all incoming coursework students are
required to complete Curtin’s Academic Integrity
Program (AIP). If a student does not pass the program by the
end of their first study period of enrolment at
Curtin, their marks will be withheld until they pass. More
information about the AIP can be found at:
https://academicintegrity.curtin.edu.au/students/AIP.cfm

Refer to the Academic Integrity tab in Blackboard or
academicintegrity.curtin.edu.au for more information,
including student guidelines for avoiding plagiarism.
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http://libguides.library.curtin.edu.au/referencing
https://academicintegrity.curtin.edu.au/students/AIP.cfm
http://academicintegrity.curtin.edu.au/
Information and Communications Technology (ICT)
Expectations
Curtin students are expected to have reliable internet access in
order to connect to OASIS email and learning
systems such as Blackboard and Library Services.
You may also require a computer or mobile device for preparing
and submitting your work.

For general ICT assistance, in the first instance please contact
OASIS Student Support:
oasisapps.curtin.edu.au/help/general/support.cfm
For specific assistance with any of the items listed below,
please contact The Learning Centre:
life.curtin.edu.au/learning-support/learning_centre.htm
l Using Blackboard, the I Drive and Back-Up files
l Introduction to PowerPoint, Word and Excel
Additional information
Enrolment
It is your responsibility to ensure that your enrolment is correct
- you can check your enrolment through the
eStudent option on OASIS, where you can also print an
Enrolment Advice.
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all
relevant legislation, policies and procedures relating to
their rights and responsibilities as a student. These include:
l the Student Charter
l Values and Signature Behaviours
l the University's policy and statements on plagiarism and
academic integrity
l copyright principles and responsibilities
l the University's policies on appropriate use of software and
computer facilities
Information on all of the above is available through the
University's "Student Rights and Responsibilities" website
at: students.curtin.edu.au/rights.

Student Equity
There are a number of factors that might disadvantage some
students from participating in their studies or
assessments to the best of their ability, under standard
conditions. These factors may include a disability or
medical condition (e.g. mental illness, chronic illness, physical
or sensory disability, learning disability), significant
family responsibilities, pregnancy, religious practices, living in
a remote location or another reason. If you believe
you may be unfairly disadvantaged on these or other grounds
please contact Student Equity at [email protected]
or go to http://eesj.curtin.edu.au/student_equity/index.cfm for
more information
You can also contact Counselling and Disability services:
http://www.disability.curtin.edu.au or the Multi-faith
services: http://life.curtin.edu.au/health-and-
wellbeing/about_multifaith_services.htm for further
information.
It is important to note that the staff of the university may not be
able to meet your needs if they are not informed
of your individual circumstances so please get in touch with the
appropriate service if you require assistance. For
general wellbeing concerns or advice please contact Curtin's
Student Wellbeing Advisory Service at:
wellbeing/student_wellbeing_service.htm
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https://oasisapps.curtin.edu.au/help/general/support.cfm
http://life.curtin.edu.au/learning-support/learning_centre.htm
http://students.curtin.edu.au/rights/
mailto:[email protected]
http://eesj.curtin.edu.au/student_equity/index.cfm
http://www.disability.curtin.edu.au/
wellbeing/about_multifaith_services.htm
wellbeing/student_wellbeing_service.htm
Recent unit changes
Students are encouraged to provide unit feedback through
eVALUate, Curtin's online student feedback system.
For more information about eVALUate, please refer to
evaluate.curtin.edu.au/info/.
Recent changes to this unit include:
Changes are made to the contents of the weekly workshop
activities of the unit.
To view previous student feedback about this unit, search for
the Unit Summary Report at

https://evaluate.curtin.edu.au/student/unit_search.cfm. See
https://evaluate.curtin.edu.au/info/dates.cfm to find out when
you can eVALUate this unit.
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http://evaluate.curtin.edu.au/info/index.cfm
https://evaluate.curtin.edu.au/student/unit_search.cfm
https://evaluate.curtin.edu.au/info/dates.cfm
Program calendar
Teaching
Week
Commencing Lecture Topics Assessment Due Workshop
Activities
1 8 July Introduction to
Internet Marketing

E-markets –
Environmental and
Global Issues
E-marketing plan
Introduction to the unit
Discussion of the assessments
Introductory discussion on 'Internet of
Things' (video)
Discussion on options for online
communications between firms
and customers
Discussion on factors causing digital
marketing sloppiness
Review of e-marketing environment
Initiate group formation for online media
campaign
Students to select a firm for e-marketing plan
2 15 July Internet Marketing
Tools – Website,
Google AdWords,
Google Analytics,
AdSense, etc.
Discussion on the pre-workshop activities
Review of digital marketing channels

Discussion on SOSTAC Planning Framework
Discussion on RACE Planning Framework
Initiate AdWords Group Project
Student engagement activities:
i. Selection of the firms for e-
marketing plan and AdWords group
project
ii. Discuss – Products/services and
industry background of the firms
iii. Discuss – e-marketing
environment of the selected firms
3 22 July Segmentation,
Targeting,
Differentiation and
Positioning Strategies
Group Contact Info Discussion on the pre-workshop activities
Discussion/activity on selected topic/case
Discussion on online opportunities for
product and market innovation
i. Segmenting, targeting and
differentiation and positioning
strategies of the firms selected for e-

project.
ii. Opening Google AdWords
account individually.
iii. Discussion about Google
AdWords and the group project.
4 29 July Remix the Marketing
Mix:
Online Product
Strategy
Discussion/activity on selected topic / case
Discussion on Content Marketing
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Online Pricing
Strategy
i. Product and pricing strategies of
the firms selected for e-marketing
plan and AdWords group project.
ii. AdWords video and discussion on
– Campaign, Ad Group and Text Ad;
Key Words Types
iii. Each member of a group will
select his / her adgroup
5 5 August Remix the Marketing
Mix:
Internet for
Distribution
Online Promotion
Strategies: Basics of
Paid, Earned and
Owned media
Conventional promotion strategies vs Digital
promotion strategies
Discussion/activity on selected topic / case

Discussion on Email Marketing
i. Distribution and promotion
strategies of the firms selected for e-
project.
ii. Q & A for e-marketing plan – 4 P
strategies, evaluating performance
and budget
iii. AdWords video and discussion on
– Key words planning; Components
of a text ad
6 12 August Paid Media - Buying
Digital Media Space
E-marketing
plan submission
Different formats of online advertising.
Discussion/activity on selected topic:
Discussion on Facebook Ad
i. Developing text ad in AdWords –
Each group will develop at least one
text ad for their firm.

ii. Each member of a group will
select key words for his/her ad
group and will plan for their ad.
iii. Q & A for e-marketing plan
7 19 August Online Consumer
Behaviour and
Experience
Relationship Marketing
in Online
Discussion on Customer Experience
Discussion on SEM
Review of Online Buying Process and
Mapping Consumer Digital Journey [How
SEO & SEM help the firm to offer a positive
online experience]
Discussion on Online Relationship Building &
Loyalty
i. Identify touch points in the
process of purchasing from a
selected firm; map the steps in the
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process and comment.
ii. How to understand that the
AdWords campaign is running?
iii. Each member of a group will
select his /her ad group and develop
text ad for the ad group.
8 26 August Planning and
Developing a Website
Website Content and
Traffic Building
l SEO and traffic building
l Improving search engine ranking

through SEO
l Usability & convertibility of a website
l Basics of HTML Coding - video
resources
i. Examine selected websites critically
from SEO view point and comment
ii. AdWords – understanding quality
score and ad rank
iii. Each member of the group will
develop two to three ads for their
own ad group
iv. Q & A - mapping digital journey
v. AdWords video - Tweaking and
optimizing AdWords account.
9 2 September Customer Engagement
through Social Media
Mapping
consumer digital
journey
l Customer engagement through social
media

l Social media marketing (SMM): Goals
and KPI
l Discussion on a selected case
i. Select a brand or online retail company
of your choice and follow it in
different social media sites.
ii. Think about your typical online purchase
process. Identify the touch points if
you are to buy the selected brand
online. Map all the relevant steps in
this regard and discuss.
iii. Review the assessment description of
mapping consumer digital journey
and plan how you can address the
relevant issues. You can discuss this
in groups but your write up for this
should be individual as this is an
individual assignment.
iv. Discuss how the firm is keeping you
invovled in its different online
channels and thus influence you to
buy or recommend it to others.
Discuss the pros and cons of the
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firms' strategies (based on SEO &
SEM) and share your thoughts with
your friends.
v. AdWords video - Tweaking and
optimizing AdWords account
vi. Review of the assessment – mapping
consumer digital journey.
10 9 September Evaluation and
Improvement of Digital
Channel Performance
E-marketing
performance metrics
Discussion/activity on selected topics:
l Different performance metrics
l KPI and Web Analytics
l Introducing Google Data Studio for

reporting
i. Review of AdWords text ads, their
headlines, USPs, action lines, and
description lines; and,
ii. Guidelines for the presentation
11 16 September Legal and Ethical Issues
Online
Online Marketing
Research
AdWords Group
Presentations
Online Campaign (AdWords) Group
Presentation
Q & A – Online Campaign (AdWords) Group
Project Report
12 23 September Review of the unit AdWords Group
Project Report
Peer Review
Wrap-up
Submission of Online Campaign (AdWords)
Group Project Report
Submission of the peer review

School of Marketing
Singapore Campus
07 Jun 2019
Page: 15 of 15

18961645by Raghav ChoudharySubmission date 01-Oct-2019 .docx

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