TMA01

There are 2 TMAs for COM376e Strategic Social Media Management. TMA01 and TMA02 are each worth 20% of the overall assessment score. Class Participation/Discussion Board (DB) are worth 10%. Together, they constitute 50% of the final mark (the examination constitutes the other 50%).

Note: To pass the course, you will need to pass both the continuous assessment component (i.e. the assignments) and the exam.

Format Requirements:

• A cover page to include course code, course title, assessment title, student name, and student PI number.

• Font Style: Times New Roman; Font Size: 12; Line Spacing: 1.5 lines.

• Include the page number on each page.

• In-text citation and referencing in APA style.

Question 1

Identify TWO positive and TWO negative impacts of social networking sites, illustrate each with real-world examples or case studies, and evaluate their effects on individuals, communities, or society. (20 marks)

Question 2

Develop a social media strategy for an eco-friendly product launch by selecting any THREE types of content and explaining how each will engage the target audience. Justify the effectiveness of each content type with a past example and provide detailed examples of how your proposed content types will be incorporated into your campaign. Mock-ups are not required. (20 marks)

Question 3

Consider a hypothetical scenario where a company targets young adults with a social media campaign for a new eco-friendly product. Using the Uses and Gratifications Theory, Social Influence Theory, and Media Richness Theory, analyze how these theories explain the influence of social media on young adults’ engagement with the campaign. (20 marks)

Question 4

Present and evaluate THREE crowdsourcing efforts by local organizations in recent years, highlighting one strength and one weakness for each, with relevant examples. (20 marks)

 

TMA02

Present your answers to the questions through a presentation video, accompanied by visual aids. Ensure the visual aids effectively complement your oral presentation. The total duration of your video, covering Questions 1 to 4, must not exceed 8 minutes. (100 marks)

Question 1

Assume you are the Integrated Communications Consultant for ExploreHarmony Travels, a boutique travel agency specialising in eco-tourism and sustainable travel experiences. Over the past decade, ExploreHarmony Travels has built a reputation for curating personalised, environmentally responsible travel packages that cater to adventure seekers and conscious travelers. The agency partners with local communities and uses sustainable practices to create immersive cultural experiences.

Your CEO has tasked you with developing an Integrated Marketing Communication (IMC) campaign focused on social media to promote ExploreHarmony’s latest offering — “EcoAdventures Unplugged,” a unique travel package featuring off-grid destinations, guided ecohikes, and community-led workshops. Assume there are no budgetary constraints for this campaign, which is scheduled to launch in the next two months. To address the following questions, make reasonable assumptions about ExploreHarmony’s current situation.

a) Discuss the SIX key steps ExploreHarmony should take to develop an integrated marketing communication (IMC) campaign on social media to achieve its marketing objectives. (20 marks)

b) Evaluate TWO advantages and TWO disadvantages of using social media in
ExploreHarmony’s marketing strategy, supporting your analysis with relevant examples from similar campaigns or cases. (20 marks)

c) Analyse the readiness states of Singaporean customers in their adoption of
ExploreHarmony’s services. (20 marks)

d) Recommend any THREE essential social media metrics that ExploreHarmony should use to measure the performance of its social media campaign. Provide hypothetical examples specific to ExploreHarmony to illustrate how these metrics could be applied effectively. (20 marks)