MKT6053 Digital Enterprise: Creating an Online Venture

Scenario

The assessment is intended to provide an experiential opportunity for you to explore and develop a creative and viable digital enterprise idea. You will need to take into account real-world considerations, be creative, innovative and develop assets to support your idea.

The rationale for this approach is to equip you with the skills and confidence to explore and develop a viable business idea.

You are required to develop a digital enterprise proposition which will result in a portfolio. Please select one of these options from the following:

A digital product (e.g. an app), including detailed rationale and proposition, intended revenue streams with robust evidence and rationale of intended markets (2000-word report) and the provision of at least five associated marketing materials/assets to accompany a digital marketing launch strategy, including a detailed storyboard of the app (1000 words associated with assets e.g.to annotate or include).
A content-based digital enterprise strategy, including a robust start of a digital enterprise project (e.g. vlogging channel / podcast channel or other negotiated platform) including a minimum 5 pieces of long-form content (e.g. videos, blog posts, podcasts) or 15 pieces of short-form content (e.g. short 30 sec TikToks, Instagram posts, reals, YT shorts) or combination. In addition, the provision of a 2000-word business development plan with details of how you intend to develop your idea and sustain it. Should include full explanation of idea, intended audience and revenue streams within this; marketing and finance need to be considered. You are not allowed to use an existing set of content this needs to be entirely new to this module (+1000 words associated with assets e.g.to annotate or include).
Proposal of a new digital business idea on behalf of an existing business. In this instance, you will need to identify an existing (nondigital), real-world business and propose a new digital arm to their business. For example, this could be a traditional marketing agency and you are recommending they introduce a ‘disposable content’ department. You will need to include at least five associated marketing materials and a 2000-word business proposal of what you intend to do – the rationale, market, launch strategy and full explanation of idea and intended revenue streams. Importantly this needs to be more than just a digital marketing campaign for a company – it needs to be a new way of them operating (+ 1000 words associated with assets e.g.to annotate or include).
A new digital marketing agency, for which you are required to come up with a plan and proposition. Should include a 2000-word business proposition detailing the scope of the company, the intended market, USP, revenue streams and pricing considerations and sustainability of the business. You might consider this in terms of it being a potential business you would establish after you graduate. In addition, you will need to generate a minimum of five marketing assets to help support the launch (+ 1000 words associated with assets e.g.to annotate or include).

Things To Include

Your work should be structured as follows:

In all instances, the 2000-word report element needs to be fully referenced, and it is anticipated that you will draw upon academic theory throughout. This work will be submitted electronically and at least 5 assets to bring your idea to life. Whichever you choose to do your report must include the following elements:

Full explanation and rationale for the idea and its sustainability, including evidence of analysis of the digital business environment. Including ethics and environmental considerations related to the ongoing development of your business. [20%]
Rationale and evidence of research into proposed markets, including persona/pen portraits [10%]
Marketing strategy for promoting/launching the business/idea [10%]
Income, costs and revenue streams, including projections for the first three years [10%]

At least five assets as described above (+ 1000 words associated with assets e.g.to annotate or include). [40%]