INSTRUCTIONS:

The themes of Unit 5 are STP and IMC. Make a journal entry that answers the following question: How can you use social media to build your personal brand? What steps should you take to ensure the best possible outcome? Provide the details, expected outcomes, metrics and time line for your personal branding efforts. Tanner, J. & Raymond, M.A. (2016). Principles of marketing. Open Textbooks for Hong Kong. Licensed under a Creative Commons by-nc-sa. Read online at: https://www.opentextbooks.org.hk/ditabook/16010 MindTools. (n.d.). Segmentation, targeting and positioning (STP) model: What is the STP process in marketing? Retrieved from https://www.mindtools.com/pages/article/stp-model.html 200 words | 7th EDITION APA CITATION FORMAT WITH IN TEXT CITATION! The story link sent should be the only focus in answering the question.

a. What digital marketing tools do you plan on your business? Provide details of each using for b. What Digital Marketing strategies do you plan on using? Explain

а.Specify the social network sites and their type b. Create an Instagram account for your business.Provide a link and a screenshot c. Give a description of your account (highlights,description of the three columns) d. What social media strategies would you choose to apply using your Instagram account (clearly describe how)

ASSESSMENT SUMMARY: The current and evolving operational digital perspectives and the sustainability challenges on supply chain management and operations strategy in the beauty/cosmetic industry. The unnatural ingredients used in cosmetic industry along with excessive packaging and irresponsible material sourcing and animal testing constitute huge problems for the environment as well as the whole supply chain of this massive and growing market. Focusing on a company of your choice within that industry, discuss and evaluate the sustainable challenges on operations and supply chain management to meet current and future market trends. Also identify the need for a sustainability and digital strategy to achieve a competitive advantage. You need to demonstrate understanding of how organizations effectively manage the range of operational functions and supply chain in an evolving and innovative business context. Additionally, reflect on operations and sustainability principles and make informed suggestions using theories/models and applied practices with the support of academic sources.] The report should be logically structured, making use of headings/sub-headings and paragraphs. Remember to spell check, grammar check and proofread. This is an anonymous report, please do NOT use your ID or NAME. The word limit is 2000 words (maximum) (excluding title page, Executive Summary, table of contents, diagrams, tables, figures, reference list and appendices) Format: PDF or Word file, page numbers, 1.5-line spacing, normal margins, Arial/Times Roman 12-point font Assessment title: DEF/REF Marketing Channels, Operations Management & Digital Business - Assessment 2 The report should have a suitable structure and may follow the recommended structure: Title Page (state the title, and the word count) • Disability Statement (if applicable) • Executive Summary • Table of Contents • Introduction • Main Body • Conclusions/ Recommendations References Appendices (optional) .

Assessment Method: 100% Practical Assessment Assignment Submission: Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non-submission. If your centre supports Turnitin©, a copy of your Turnitin© originality report must be submitted in conjunction with your assignment.

Assignment 01 - Air France Case Name: Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search. From: Harvard Business Publishing. A link to download for this course is provided in the Week O folder (might already have reduced price = $4.25). From the link, you can download the case PDF and supplementary Excel file. Submission requirements: 1. Submit a PDF file of the case analysis answering 3 questions (provided in the slides) and your Excel file that you receive and edit for analysis (as discussed in the class). 2. Use APA 7th edition writing style for submitting the report. Resources regarding the APA 7th edition writing style are available on this link - https://owl.purdue.edu/owl/research and citation/apa style/apa formatting and style g uide/apa_sample_paper.html and also on the left-hand side (on Purdue OWL website) we can see more options regarding any specific questions. 3. Summary of a few major points regarding the format (APA 7th edition): - Font type - Times New Roman - Font size - 12 - Double-spaced and make sure that there is no extra space after each paragraph (Microsoft Word defaults to including one. Fix this by highlighting your entire paper, clicking the Paragraph Settings button [bottom-right corner of Paragraph section at top of the page/screen], then selecting "Don't add space between paragraphs of the same style" or making the Spacing After = 0) -1" margins -Align left - Page numbers on top right corner (also in Times New Roman) - "Excluding" cover page/title page, try limiting the report to 5 pages - Do not put page-long charts and figures, appropriate chart and figure sizes for the assignments are less than half a page (unless a special case, then make a footnote for explaining that) 4. What you would be submitting in a PDF file is your explanation of your analysis - this will help in grading to assess your reasoning for the analysis you submitted in the excel file: - Recommendations for publishers and campaigns in terms of quadrant analysis - What data/metrics used and the basis of your recommendations

MRKT 223 SEM Campaign Assignment 1 Lil Boop Boop is a new Canadian ecommerce small business which sells locally made, organic and sustainable baby clothing. You are helping Lil Boop Boop increase their paid search traffic and ultimately online sales. 1. Audience and Keyword research (50 points) First, you conduct keyword research to determine what keywords the Lil Boop Boop audience is most likely to use to search for the product(s). a) Who is the primary audience of this campaign? What are the characteristics of the audience (include demographics, interests, behaviors etc.; try to be as specific as possible)? (10) b) What does the online customer journey of the audience look like? (10) c) What is/are the benefit(s) of the product to the audience? (5) d) What keywords do you think your audience is likely to use to search for the product(s)? (5)

Assessment title: DEF/REF Marketing Channels, Operations Management & Digital Business - Assessment 1 The report should have a suitable structure and may follow the recommended structure: • Title Page (state the title, and the word count) • Disability Statement (if applicable) Executive Summary Table of Contents Introduction Main Body Conclusions/ Recommendations References • Appendices (optional) You are permitted to upload your work multiple times before the deadline. Please ensure that you upload the correct file when you upload your work, since this will be considered to be your submission.

Select any two business Net types (outlined in Introduction to Electronic Commerce by Kutz) and one example of each. Compare and contrast the two examples on commonalities and differences between them. Then discuss each type in terms of the following organizational gains that are made possible by e-commerce: Profitability Increased market share Improving service Faster delivery of product Kutz, M. (2016). Introduction to Electronic Commerce: Combining Business and Information Technology. Bookboon Chapter 1 Watson, R.T., Berthon, P., Pitt, L. F. & Zinkham, G. M. (2008). Electronic Commerce: The Strategic Perspective. Global Text Project. Licensed under a Creative Commons Attribution 3.0 License Chapters 1 & 2.

Assignment 2 1. What are the problem with MSN-US campaigns when compared with Google US? (Explain with the data you have or analysis you have performed. In Answer use numbers also not just words.) 2. How should the problems be addressed at Air France? (Overall recommendations for the company in terms of their digital/internet marketing) 3. For the publisher having CTR and landing page recommendations, what further strategy you could come up with? (Explain details of improvements)/n4. What bidding strategies Air France should use for Google US campaigns? (Explain why as well) 5. For an agency such as WPP -If the existing business model needs to change, what would the agency's business model look like? (Hint: current data and metrics to what they can provide. Consider future opportunities from the programmatic ads class)