Marketing technology solution

Motivation
The working environment faced by modern day business professionals is becoming increasingly enhanced
by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges
between organisations and individuals, plays a significant role in any organisation. To be an effective
member of the organisation, you must therefore be aware of the breadth of marketing technologies
available to business professionals and must embrace the use of these tools for accomplishing your work
tasks.

Purpose
A central principle that most people agree on is that the technology applications in a MarTech stack
should serve business needs. Yet, many applications and features of modern marketing applications go
underutilized simply because they have not considered business needs carefully enough. By applying a
marketing technology solution to specified business needs, you will get the opportunity to think about
the business needs of the organisation that will later improve your decisions on marketing technology
applications to include in the stack.
This assessment task will get you to think about the business needs first and will assess you on your
availability to use this thinking to execute and present the marketing technology solution to a business
problem. Your availability to apply marketing technology to the business problem will improve your
marketing technology skillset specifically to the technology platform used. Students can make use of the
HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to
other marketing technology (e.g., Adobe, Salesforce, Google) suites.
The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2;
GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also
require you to explicitly consider real world contextual requirements including ethical and moral
considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching,
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understanding, applying, evaluating, and presenting information required of business professionals
working in a technology enhanced environment.

Context/Scenario
You can use the HubSpot CRM suite for this assessment task. Students must first select a context for
this Project, choosing from the following options:
● A fake product
● A real product that you don’t intend to sell
● A knowledge-share.
Note: Due to the Terms and Conditions of using the HubSpot software for this unit, you cannot
commercialize the product or services you create in the software, which is why the three options above
will suit this assessment task.
In this task, you must discuss the specifications for a set of marketing processes that can be addressed
with a marketing technology application in a specific context. You will thereafter make
recommendations appropriate for that context. You will be expected to use suitable marketing
technology to create and improve a minimally functional solution that addresses the specifications.

Specific Requirements
The assessment is programmatic in that you will make multiple submissions over the trimester, emulating
how client relationship requirements will often develop as your work with them progresses.
There are four distinct components to this assessment task, which can be submitted separately across the
trimester for evaluation and feedback. They all relate to the development of a marketing technology solution
for a specific business need:

Part 1 (Due Week 5): Setup Processes. In this part, you should decide on your project idea – it should be a
good fit as a business for the marketing technology used (e.g., the HubSpot CRM). In your written output,
discuss and present the background/context and business (marketing) needs for this MarTech solution, and
set up the context. To set up the context, acquire and set up your website with a domain. (You could
purchase a domain if you wish.) Provide a summary and submit this part as a 500-word written report.
Note that Week 6 follows the mid-trimester break for T1
Part 2 (Due Week 7): Attract customers. Develop your context and demonstrate how you would implement
marketing activities on your website to attract customers. Summarize this part in a 500-word written
report.
Part 3 (Due Week 9): Engage and delight your target audience. Create several components to your solution
that are aimed at engaging and delighting customers. Summarize in a 500-word written report.
Part 4 (Due Week 11): Project presentation. Produce a 3 minute video that pitches your solution to
colleagues you would have associated with the target organisation (e.g. investors, CMO, founder,
community). Provide a clear narrative (tell a story) and reflect on how your recommendation would serve
the business needs, and how any feedback from previous parts has been incorporated into the final
solution.

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