Fundamentals of MarTech

Introduction and purpose
This project aims to demonstrate your availability to deliver a product against a set of expectations
and skills that your instructor is looking for.
This is an opportunity for you to tell a story about how your business will impact its customers and
how MarTech can help you get there. While you will be using HubSpot, it is not supposed to be a
product walkthrough of HubSpot and it is not a time to “sell” HubSpot. This is about adding value to
the context of your choice. This is a moment for you to explain the value of the MarTech tools and
how they integrate to with the purpose of attracting, customers. Again, this is about adding value.
This is a time to tie in what you’ve learned about best practices in using marketing technology with a
real-life example of a business.

100 MarTech projects to save the world!
Context: You are to help build a website broadly aimed at connecting several initiatives to meet the
UN sustainable development goals.
For this purpose, you are to choose a solution project that you would like to build a website for and
link it under one of the 17 sustainable development goals.
Unique Ideas: Each student should pick one unique idea aligned with the SDGs and put together the
project as specified in the four parts of assessment task 1.
HubSpot: You should have received an invitation to join the HubSpot account and portal under
which we will conduct and coordinate this project across everyone. A website front page has been
created in HubSpot under which you can create your landing page. You should build your project
around a central website landing page that you will design and create.
You cannot edit the main page nor the SDG project page, so any changes you want you would need
to communicate with the Unit Team. A link from your landing page to the relevant SDG project web
page will need to be requested from the unit team.

In parts two and three you will create some marketing activities that will be used to meet the needs
for the project of your choice. Such marketing activities may include email campaigns, inbound
marketing, SEO, chatbots, advertising via social media and so on.

Note: With Deakin University’s membership in the Educational Partner Program, students of this unit
have full access to the “Enterprise Level” HubSpot CRM system, which further integrates with other
(and many free) MarTech tools, allowing you to build an actual stack around a website. The terms
and condition of the HubSpot platform are that you cannot create a commercial (revenue
generating) application. So any “action” you may use to measure business outcomes would have to
be based on non-revenue metrics.
Audience for written report: You can choose to the target audience of your project – it could be
internal marketing folks for your project (e.g., a start up) or it could be a pitch to investors or
collaborators, or even to other stakeholders – e.g., public policy makers.
Students who want to adapt this task to their own purposes or customize it beyond the scope of what
is being asked, should contact the unit chair.
The resources available to you include:
1. The unit team
2. The workshop and class materials available via the unit site.
3. HubSpot Academy
Selecting an Idea for your Project
The first step (and part one of the project) is for you to select an idea for your Project. Typically, the
ideas are one of the following:
1. A fake product
2. A real product that you don’t intend to sell
3. A knowledge-share.
Due to the Terms and Conditions of using the HubSpot software this class is granted, you cannot
commercialize the product or services you create in the software, which is why the three options
above will suit this product.
Below are some examples for each of these:
A fake product: Your class decides to build a website around fairy dust, a magical powder that will
transport you to an alternative universe. Fun? Yes. Practical? Not so much. However, it will still give
you an opportunity to practice building a website and encouraging interest in it. Here are some more
examples:
• An app (that you haven’t built) that reminds you of your New Year’s Resolutions
• A robot butler that will do all of your chores for you.
A real product that you don’t intend to sell: Let’s say you want to build a business that sells
swimming lessons to young children. Again, because of the terms and conditions of the software,
you can build this website and its associated blogs, content offers, emails, etc., but you will not be
able to actually monetize these creations. So, you cannot build the website and hook it up to a real
swimming school or create your own swimming school. Some examples are:
• An organic hand sanitizer company
• A fashion business that uses recyclable materials to make purses
A knowledge share: This is by far the most popular option because it allows you to give back to your
community and is not associated with commercialization at all.
A knowledge-share is basically a website that would allow you to share knowledge of an idea or
service without asking for any money in return. Some examples are:
• A website that lists mental health tips in preparation for finals
• A film critic website that reviews movies that are coming out or makes suggestions for what
to watch at home on streaming services
• An on-campus organization that serves as a community-building alternative to fraternities
and sororities
• A website that aggregates information for small business owners in your city
In addition, a knowledge share website allows you to partner with local civic organizations. Let’s say,
for example, that there is a non-profit ‘Main Streets’ organization in your community that is looking
to support small businesses in your area. You’ll typically find a ‘Main Streets’ in any city, though it
may not be called that. You want to help them spread the message about their work and why it’s
important. Though you can’t directly link to a donation page for them or ask them for money for the
work you’ll do, you can work with them to create a website that profiles and interviews small
business owners, lists resources for loans, talks about events in the community, etc.
Whichever option you choose, your class should pick something you are passionate and
knowledgeable about, as you will spend some time working on this and it is difficult to rely on
someone else for their time and expertise. The best project ideas are those with clear concepts of
what a lead and “customer” will look like, so not a lifestyle blog. Please be creative.

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