University : Unitec Institute of Technology, Mt Albert Campus Map UniLearnO is not sponsored or endorsed by this college or university.
Subject Code : BSNS8040
Country : India
Assignment Task
 

Learning outcomes covered in this assignment

1 Evaluate the role of inbound marketing in organisational strategy.

2 Analyse the effectiveness of inbound marketing in creating value for organisations.


Part 1
The inbound marketing certification is a free exam that covers the fundamentals of the inbound marketing methodology. Specifically, you will be tested on your knowledge of Inbound Marketing Fundamentals, Planning A Long-Term Content Strategy, Creating A Blog Post, Creating Topic Clusters And Pillar Pages, Understanding Social Media Promotion, Developing A Conversational Growth Strategy, Understanding Conversions, Creating A Conversion Optimization Strategy, Understanding Lead Nurturing, Aligning Your Marketing With Sales, and Applying A Customer Marketing Approach.

This certification includes eleven pre-recorded training classes tied to the Inbound Methodology.


Part 2
Autex has been in textile manufacturing in New Zealand since 1967. From 2000, the company’s focus has been developing a range of beautiful, high-performance interior acoustics with a simple goal: create inspiring products for spaces where people come together to work, learn and live. Autex is a global organisation with operations in New Zealand, Australia, United States, and the United Kingdom. The marketing orientation is business to business with the primary target markets being interior designers, architects, and specifiers.

Your job is to critically evaluate their existing Content and Inbound Marketing efforts, identify specific strengths and weaknesses, and provide recommendations as to how they could improve the inbound efforts to realise their full potential.

This evaluation consists of a number of related tasks. Some of the tasks will be done as a team and some will be done as an individual. Below are the tasks that need to be completed.
Team Tasks
Buyer Persona Development
Your task is to create one buyer persona for your client using the templates provided. Your buyer personas must be different to the personas developed in the in-class workshop and be based on in-depth interviews that you conduct with the client.

Content Mapping and Audit
Complete in full the ‘Buyer’s Journey Content Mapping’ template for the buyer persona. In doing so, you will identify all of the current content available (ebooks, blogs, case studies, etc) and map them to the buyer's journey. Once this is done, identify any gaps in the content and suggest content that would fill those gaps.
Individual Tasks
Buyer Journey
Your task is to choose one of your buyer personas and complete in full the ‘Defining your Buyer’s Journey’ template that is included in your Google Drive assignment folder.

Content SWOT and Action Plan
Complete in full the content SWOT and Action plan templates. Please remember that the SWOT analysis is on the content and not the company

Content Distribution
Your task is to evaluate how effective the Autex Marketing department is at getting the right message to the right person at the right time. Your evaluation should include all appropriate content distribution channels including, Search Engine Marketing (SEO and PPC), eDM, advertising and remarketing, and Social Media. Your evaluation must be supported by industry appropriate KPIs and benchmarks.

Recommendations
Your report will conclude with your recommendations as to what Autex must do to improve its Inbound and Content Marketing efforts. Your recommendation must be directly related to the strengths, weaknesses, gaps, etc from the previous analysis.

 

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  • Posted on : September 29th, 2019
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