Assessment 1 - Digital Strategy: Details Guidelines You are a Digital Specialist Consultant who has been appointed by an organisation to review their current digital strategy and to make recommendations for improvement in a report. There are two parts to the report. The first part involves evaluating the organisation’s current digital strategy. An overview of the organisation’s current digital strategy is provided on Canvas (under Assessment 1: ‘Summary of the Organisation’s Digital Strategy’). The second part involves developing recommendations to improve the organisation’s digital strategy. The following guidelines provide a suggested structure with tips. They are provided to help you to align your report to the marketing criteria. While you do not have to follow the suggested structure (e.g., have more subtitles to enhance logic and justifications, have less/more words in a specific session when necessary), you should strictly follow the Rubric (on the Assessment 1 Submission page) for marketing criteria. 1. Introduction (approximately 50 words) Provide a short introduction of the purpose of this report. 2. Digital Strategy Evaluation (approximately 1000 words) You need to evaluate the organisation’s digital strategy using both theory and information from the business context. That is, you need to present the strengths and weaknesses of the organisation’s digital strategy and justify your viewpoints with evidence from the overview of the digital strategy provided on Canvas and extra academic and business/industry literature from your own search. For the evaluation framework, you are suggested to use Rumelt’s (1979) criteria (see Lecture é: Evaluating Digital Strategy). You may want to use other theoretical frameworks from your secondary research (i.e., from academic journals), but you must make sure it is clearly explained and justified. To support your evaluation for each of Rumelt's (1979) criteria, you are expected to use multiple theories or theoretical concepts - again, you are recommended to use the theories and concepts from Lectures 1,2,3, 4 and 7. In evaluating the organisation’s digital strategy, you may want to consider the following questions to guide you (please note: you do not have to cover each question and you can consider additional/other aspects of the digital strategy not included in this list of questions): e |s the digital strategy aligned with the organisation’s objectives? Why or why not? e Does the digital strategy address the key communication or business problem of the organisation? Why or why not? e Will the digital strategy work or has it worked to achieve the organisation’s objectives? Why or why not? e What quality was the data used to develop the digital strategy? What implications does this have for the digital strategy? e |s the targeting of the audience appropriate? Why or why not? a WAt mAanciimaar incicdht Aviviac Hha dAaviAalanmaant Af Hhic cananAai~s 2
