SPRING, 2023 – Digital Marketing and Social Media Main Exam
STUDENT NUMBER:
SURNAME:
(FAMILY NAME)
FIRST NAME:
This paper and all materials issued must be returned at the end of the examination.
They are not to be removed from the exam centre.
Examination Conditions:
It is your responsibility to fill out and complete your details in the space provided on all the examination material provided to you. During the exam you are not allowed to share your answers or discuss your answers.
Misconduct action will be taken against you if you breach university rules.
24104_v3 Digital Marketing and Social Media
This is a take-home exam held on Wednesday, 15 November 2023. Exam opens at 3:30pm and closes at 6:30pm.
Take-home exam
Open book
Exam availability window 3 hours
The examination is worth 40% of the marks available in this subject. The contribution each question makes to the total examination mark is indicated in marks.
File submission:
This examination is expected to take approximately 2 hours of working time. You are advised to allocate your time accordingly. Your answer file may be submitted at any time before the due time. Please allow time to complete the submission process.
Please submit your file in Word format. Please name your file as follows:
FILE Naming: LastnameFirstnameandidnumber. Also, write your name on top on the word document.
Example: HughJames116369 (ID number should be correct!!!)
NOTE: Any other file name will lead to your answer paper not being marked. Do NOT submit pdf versions!
Important Notice – Exam Conditions and Academic Integrity
In attempting this examination and submitting an answer file, candidates are undertaking that the work they submit is a result of their own unaided efforts and that they have not discussed the questions or possible answers with other persons during the examination period. Candidates who are found to have participated in any form of cooperation or collusion or any activity which could amount to academic misconduct in the answering of this examination will have their marks withdrawn and disciplinary action will be initiated on a complaint from the Examiner.
Exam answers must be submitted via Turnitin. Staff may ask that a student undertake an oral test to ensure they have completed the work on their own and to assess their knowledge of the answers they have submitted.
Students must not email any requests for how to answer a question or for staff to check whether their file has been submitted. Where clarification is required it will be broadcast by email to all students in the exam group. If any issues with questions are found during the final exam, your subject coordinator will answer during the exam. Otherwise, an amendment will be made after marking.
NOTE: Write your answers in this word document and upload the word document via the submission link provided. Follow the guidelines for the name convention of the file, as shown in the UTS CANVAS announcement. The quality of the answer is more important than quantity.
H&M is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women, teenagers and children. In 2018, the group’s total sales amounted to around 23 billion U.S. dollars, of which roughly 928 million U.S. dollars were generated in Sweden. The highest revenue generated in a single country amounted to 3.6 billion U.S. dollars in Germany, ahead of the United States, where the H&M Group gained a total of 2.7 billion U.S. dollars. It is present on 71 markets, while its online business is established in more than 47 countries. The H&M Group is continuously growing and counted a total of 5,076 stores worldwide in 2019. The three countries with the highest number of stores are the United States, China and Germany.
Zara, one of the main competitors of H&M, is one of the leading clothing brands in the lifestyle and retail sector. It is known for its high end fashion apparels sold at a premium price. Zara offers a wide range of products, and produces around 11,000 new product designs annually, compared to their key competitors who offer around 2000-4000. Zara has over 2000 stores all over the world and offers well designed, fast delivery of new products. Zara also keeps low inventory levels, with a turnover every 2 weeks. Zara uses its social media as a look book to show off new trends and inspire customers to buy new and completed looks. Zara has over 28 million followers on Facebook, 39 million followers on Instagram and approximately 1.4 million on Twitter.
H&M is active on social media and consistently posts on Facebook and Instagram, where it advertises its collections. H&M’s primary social media platform is Facebook, where it has more than 32 million followers, and it is used for regional marketing and branding. H&M’s Twitter account has more than 8.6 million followers, and the brand uses Twitter to showcase its products and brands. H&M has 24 million Instagram followers, and it uses Instagram not only to build brand awareness, but also inform the actual designs of its clothing in a fairly novel fashion.
The following tables present a data sample of 20 latest posts collected from the Facebook pages of H&M and Zara respectively.
Table 1: H&M Facebook
No. Type of Post Likes Comments Endorsements Post content
1 Image 400 57 no promotion
2 Image 994 49 no promotion
3 Video 243 6 yes, influencers promotion, new collection
4 Image 963 77 no promotion
5 Image 1000 33 no promotion
6 Image 996 41 no promotion, new now
7 Image 600 7 yes, influencers promotion, new collection
8 Image 1600 105 no promotion
9 Image 1100 25 no promotion, new now
10 Image 790 55 yes, influencers promotion, new collection
11 Image 984 40 no promotion
12 Image 1 100 45 yes, influencers promotion, special collection
13 Image 994 39 yes, influencers promotion, special collection
14 Image 1 500 96 yes, influencers promotion, special collection
15 Image 951 43 no promotion, celebration 25 years
16 Image 477 24 no promotion,
17 Image 787 27 no promotion, campaign
18 Image 1000 81 no promotion, campaign
19 Image 1100 39 no promotion
20 video 250 26 no promotion, coming soon
Figure 1: Product reviews of H&M on a product review website
Table 1: Zara Facebook
No. Type of Post Likes Comments Endorsements Post content
1 Image 1500 20 no organic
2 Video 653 20 yes, influencers promotion
3 Image 1200 35 no promotion, new collection
4 Video 297 6 no organic
5 Image 690 9 no organic
6 Image 1900 86 no organic
7 Image 1100 109 no promotion, new collection
8 Image 1600 40 no organic
9 Image 1700 105 no promotion, new collection
10 Image 1300 38 no promotion, new collection
11 Image 867 10 yes, influencers promotion
12 Image 1300 14 no promotion, special collection
13 Image 1000 14 no promotion, special collection
14 Image 2100 55 no promotion, special collection
15 Image 1000 26 yes, influencers promotion, celebration 25 years
16 Image 993 15 no organic
17 Image 1800 16 yes, influencers promotion
18 Image 2400 35 yes, influencers promotion
19 Image 906 2 no organic
20 Image 996 20 yes, influencers promotion, coming soon
Figure 2: Product reviews of Zara on a product review website
Q1. Considering the information and data provided in the case study, design a digital campaign plan for H&M in Australia and explain the various steps and justify your answer. [20 points; Answer limited to max 1.5 pages although 5 lines above the page limit is acceptable, 12point font, 1 line spacing, 2.54cms normal page margin setting for top, bottom, left and right hand side margins.]
Q2. Create a search engine marketing (SEM) plan for H&M based on keyword selection & planning. Justify your keyword selection and list the metrics you will use to measure the effectiveness of your SEM efforts. Present your answer in a table format only. [20 points; Answer limited to max 2 pages, 11 or 12 point font, 2.54cms normal page margin setting for top, bottom, left and right hand side margins. Page layout can be portrait or landscape. You are not required to create and provide excel graphs. For tables, you may use a font size of 11 or 12 point font.]
- WE OFFER THE BEST CUSTOM PAPER WRITING SERVICES. WE HAVE DONE THIS QUESTION BEFORE, WE CAN ALSO DO IT FOR YOU.
- Assignment status: Already Solved By Our Experts
- (USA, AUS, UK & CA PhD. Writers)
- CLICK HERE TO GET A PROFESSIONAL WRITER TO WORK ON THIS PAPER AND OTHER SIMILAR PAPERS, GET A NON PLAGIARIZED PAPER FROM OUR EXPERTS
QUALITY: 100% ORIGINAL PAPER – NO ChatGPT.NO PLAGIARISM – CUSTOM PAPER
Looking for unparalleled custom paper writing services? Our team of experienced professionals at AcademicWritersBay.com is here to provide you with top-notch assistance that caters to your unique needs.
We understand the importance of producing original, high-quality papers that reflect your personal voice and meet the rigorous standards of academia. That’s why we assure you that our work is completely plagiarism-free—we craft bespoke solutions tailored exclusively for you.
Why Choose AcademicWritersBay.com?
- Our papers are 100% original, custom-written from scratch.
- We’re here to support you around the clock, any day of the year.
- You’ll find our prices competitive and reasonable.
- We handle papers across all subjects, regardless of urgency or difficulty.
- Need a paper urgently? We can deliver within 6 hours!
- Relax with our on-time delivery commitment.
- We offer money-back and privacy guarantees to ensure your satisfaction and confidentiality.
- Benefit from unlimited amendments upon request to get the paper you envisioned.
- We pledge our dedication to meeting your expectations and achieving the grade you deserve.
Our Process: Getting started with us is as simple as can be. Here’s how to do it:
- Click on the “Place Your Order” tab at the top or the “Order Now” button at the bottom. You’ll be directed to our order form.
- Provide the specifics of your paper in the “PAPER DETAILS” section.
- Select your academic level, the deadline, and the required number of pages.
- Click on “CREATE ACCOUNT & SIGN IN” to provide your registration details, then “PROCEED TO CHECKOUT.”
- Follow the simple payment instructions and soon, our writers will be hard at work on your paper.
AcademicWritersBay.com is dedicated to expediting the writing process without compromising on quality. Our roster of writers boasts individuals with advanced degrees—Masters and PhDs—in a myriad of disciplines, ensuring that no matter the complexity or field of your assignment, we have the expertise to tackle it with finesse. Our quick turnover doesn’t mean rushed work; it means efficiency and priority handling, ensuring your deadlines are met with the excellence your academics demand.
