Postgraduate Diploma in Marketing

Management
Individual Integrated Assignment - July 2024
Digital Marketing Management (DMM)
Examination /Assignment Registration 25th May to 27th June 2024
Period

Examination / Assignment Registration 28th June to 30th June 2024

Grace Period

Assignment Submission Period 13th July 2024

GUIDELINES

• Assignment Submission:

• You are required to register for examinations/assignments within the above given
period. Assignments will not be accepted if you have not registered for the
exam/assignment.
• The assignment should be submitted to LMS within the Assignment Submission
Period indicated above.
• The assignment should be uploaded to LMS – (Learning Management System) as a
PDF format.
• Rename the file: Registration No.- Name with Initials - Programme
Ex. 0000012345 A B Perera SCA
• The assignment will not be accepted after the submission period under any
circumstances.

Page 1 of 9
 • Assignment Cover Page:
• Cover page format should use the relevant colour
➢ Diploma in Marketing Management - Blue
➢ Higher Diploma in Marketing Management - Yellow
➢ Graduate Diploma in Marketing Management - Green
➢ Postgraduate Diploma in Marketing Management – White

• Assignment checklist/declaration and Assignment Marking Scheme should follow the

cover page.

IMPORTANT NOTES

• If you have not submitted the assignment, your results for the respective module
will appear as “Fail” in the final grading.
• Refer the student deliverables indicated below for specific details about
assignment submissions and presentations.

ASSIGNMENTS WITH PRESENTATIONS

• Presentation dates and times will be published on the website after the submission of
the assignment.
• Presentation time will be 20 minutes and additional 10 minutes will be given for
questions and answers.
• The presentation should be saved as a PDF document and saved in a Pen Drive which
does not contain any Viruses.
(Only the relevant presentation should be saved in the pen drive)
• Students should bring two copies of the presentation printed on one slide per page.

Page 2 of 9
Assignment Topic:
BACKGROUND

MarxPay is a recently launched Fintech app that envisions to evolve into a comprehensive financial
marketplace that has end-to-end financial products and services ranging from contactless payments
using QR codes through any LankaQR merchant, loyalty program, fund transfers, and more. The
company has significant growth aspirations in its first year in terms of user acquisitions (Downloads
and Registrations) and app usage.

In your role as the digital marketing consultant of MarxPay, the management has requested you to
prepare a digital marketing and Customer Lifecycle Management (CLM) strategy to understand market
opportunities to expand the business.

Management has requested you to prepare a presentation which includes the following tasks.
You are expected to:
• Use the SOSTAC methodology to appropriately present Task 01-03.
• You are required to submit a strategy document covering the three tasks comprehensively.

Prepare a PowerPoint presentation covering the key points discussed under each task.

TASK ONE

a) Conduct a comprehensive analysis of the digital macro environment of MarxPay

b) Conduct a situational analysis for MarxPay and identify insights related to its customers and
competitors.

Guideline Note 01

In this task consider all relevant aspects of the Macro environment by conducting a detailed PESTEL
analysis for the Fintech industry. In task 1 b, candidates are expected to identify customer segments
for MarxPay (considering the features and functionalities of the app) and identify its competition
(direct and indirect), and conduct an analysis on the key competitors identified. Refer to relevant
sources to analyze the competitors eg: Websites, Playstore/Appstore, Social media channels, etc.
Based on your analysis identify key strengths and weaknesses of the brand.

Page 3 of 9
TASK TWO

a) As a fintech app that’s relatively less known, define key goals to be achieved with Digital
Marketing for MarxPay during the first year.

b) Formulate a fully-fledged digital strategy to drive the goals defined above.

Guideline Note 02:

In this task, the candidate is expected to identify the key digital marketing goals for MarxPay in its
year 01 of marketing promotions and formulate a digital strategy defining how those goals will be
achieved with the aid of digital channels in all stages of consumer journeys.

TASK THREE

a) Define how customer lifecycle management strategy can be managed for MarxPay to ensure
increased usage of services through the MarxPay app.

b) Define KPIs and a monitoring framework for the MarxPay campaign to measure its
effectiveness.

Guideline Note 03:

Customer Lifecycle Management is one of the key strategies for revenue maximization for any
business in the long run as the acquisition of new customers can be costly. In this task, the candidate
is expected to conduct a research using credible sources to explore ways in which customer lifecycle
can be managed for MarxPay through the execution of strategies such as retargeting, customer
segmentation, etc to reduce customer churn, increase Average Revenue Per User (ARPU) and
ultimately define the KPIs that need to be monitored in order to gauge the effectiveness of the digital
strategy deployed.

Page 4 of 9
 IMPORTANT:

Please refrain from copying and pasting information from the Internet or other sources. Add your reference work
according to the Harvard referencing format. Demonstration of wider reading is expected from the
candidates.

Marks Allocation

Assignment Weightage Final Weightage

Task one - (750 +/- 10% words) 15%

Task two - (2250 +/- 10% words) 45% 40%

Task three - (2000 +/- 10% words) 40%

Presentation 100% 60%

Total (Word count 5000 +/- 10%) 100%

Note: Please refer to the given assignment marking scheme for marks allocation.

Presentation Slide Template

Slide 1 Slide 2
Introduction to the company Identification of customer segments and
analysis

Slide 3 Slide 4
Competitor identification and analysis Digital Marketing Goals for MarxPay

Slide 5 Slide 6
Digital strategy for MarxPay Channel mix proposed for MarxPay

Slide 7 Slide 8
Customer Lifecycle Management (CLM) KPIs and performance monitoring
strategy for MarxPay

Page 5 of 9
ASSIGNMENT CHECKLIST & DECLARATION

This document is intended as a guide to check and improve your assignment. Review your
assignment together with the specific guidelines mentioned in the programme handbook and
the assignment marking criteria given in the marking scheme.

You are expected to confirm that your assignment fulfills the below requirements.
Please tick (√) in the cages as necessary.

Student Name

Registration No
Cover page with relevant colour code (Stage 1-Blue/ Stage 2-Yellow /Stage 3-
Green)
Assignment checklist, declaration form (This sheet) & lecturer approval for the
assignment

The assignment marking scheme is attached

Table of contents

Body of the assignment

References

Course fee paid in full (coaching/registration/exam and membership)

Exam registration completed

I’m fully aware that any misleading information provided in the above checklist will lead to the
rejection of my assignment.

I, the undersigned, confirm that I have read and understood the statement about plagiarism
which is outlined in the students’ handbook. I confirm that the work that I have submitted
accompanying this report is wholly my own and that any quotations or sections of text taken
from the published or unpublished work of any other person is duly and fully acknowledged
therein.

Signature: Date:

Page 6 of 9
 Assignment Marking Scheme

July 2024

Module Digital Marketing Management (DMM)

Student Registration Number

Marks
Criteria
Allocated Awarded
Aligning to the purpose of the assignment 20
Some of the answer addresses to the purpose of the question 1‐5
This has addressed the purpose of the assignment 6‐10
Has addressed the purpose of the assignment coherently 11‐15
This has addressed the purpose of the assignment 16‐20
comprehensively
Clarity of expression 20
An attempt to organize in a logical manner 1‐5
Satisfactory showing of logical manner and organization 6‐10
Shows higher level of having carefully and logically 11‐15
organised
Shows coherent structure with clearly expressed ideas 16‐20
Using examples/evidences 20
Shows little use of examples 1‐5
Some use of examples. Some evaluation attempted 6‐10
Some use of examples. Well evaluated 11‐15
Shows appropriate examples, fully and reliably evaluated 16‐20
Critical analysis of concepts, theories, conclusions 20
Demonstrates limited evidence of critical analysis 1‐5
Demonstrates some critical analysis of relevant theory 6‐10
Demonstrates application of theory through critical analysis 11‐15
Demonstrates application of critical analysis, well integrated 16‐20
Following assignment guidelines 20
Limited follow‐up of assignment guidelines 1‐5
Some level of follow‐up of assignment guidelines 6‐10
Good display of adherence to assignment guidelines 11‐15
Excellent adherence to assignment guidelines 16‐20

Total
100
Special Remarks

Signature of the Examiner

Page 7 of 9
COVER PAGE – INDIVIDUAL ASSIGNMENT

REGISTRATION NUMBER:

0 0 0 0 0

MODULE TITLE:

LEVEL:

BUSINESS SCHOOL/ASC:

By submitting this assessment, I confirm that I understand and abide by the examination rules
and regulations of SLIM.

POSTGRADUATE DIPLOMA IN MARKETING MANAGEMENT (PGDIP)

SRI LANKA INSTITUTE OF MARKETING (SLIM)

Page 8 of 9
LECTURER APPROVAL FOR THE ASSIGNMENT

REGISTRATION NUMBER/S:

0 0 0 0 0

MODULE TITLE:

NAME OF THE LECTURER:

APPROVAL

SIGNATURE: DATE:

Page 9 of 9