Postgraduate Diploma in Marketing

Management
Individual Integrated Assignment - June 2021
Digital Marketing Management (DMM)
Examination /Assignment Registration 22nd May to 11th June
Period

Examination / Assignment Registration 12th June to 14th June

Assignment Submission Period From 26th June till 27th June

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.
▪ Assignments should be submitted to LMS within the Assignment Submission
Periods indicated above.
▪ 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

▪ Assignments will not be accepted after the late submission period under any
circumstances.
▪ SLIM will issue an acknowledgement upon the submission of your assignment.

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 • 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

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 min. and additional 10 min. 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 one slide per page.

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Assignment Topic:
Digital Disruption – The way forward

BACKGROUND

The term Fintech (Financial Technology) refers to software and other modern technologies used
by businesses that provide automated and improved financial services. Fast and innovative
approaches such as Mobile Payments, changed the way we manage our financial activities. Tech-
savvy customers, especially millennials expect money transfers, lending, loan management and
investing to be hassle-free, effortless, secure and scalable, preferably without the assistance of a
person or visit to a bank.

Genie Super App was recently re-launched as a comprehensive financial marketplace which has
end-to-end financial products and services ranging from contactless payments using QR code
through any LankaQR merchant, open and manage savings accounts, invest in mutual funds, pay
bills easily with the widest biller network in the country, avail device loans with easy pay, connect
to ez cash wallet etc. The company has significant growth aspirations in their first year in terms
of user acquisitions (Downloads and Registrations) and app usage.

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

The management has requested you to prepare a presentation which would include the following
tasks;

You are expected to:

TASK ONE

The management of Genie Super App needs to understand the micro and macro environment
related to fintech industry in Sri Lanka.

a) Conduct a comprehensive analysis of the digital macro environment of Genie.

Guideline note 01

In this task, consider all relevant aspects of the macro environment by conducting a detailed
PESTEL analysis. In Task One b, candidates are expected to identify customer segments for Genie
(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 relevant sources to
analyse the competitors Eg: Websites, Google Play Store/ Apple App Store, Social media channels
etc. Based on your analysis identify key strengths and weaknesses of the brand.

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TASK TWO

You need to complete the following two tasks in order to complete the overall digital marketing
strategy for Genie Super App.

a) Define key goals to be achieved with digital marketing for Genie along the stages of RACE
framework.
b) Formulate a fully-fledged digital strategy to drive acquisitions and increase app usage of
Genie super app.

Guideline Note 02:

In this task, the candidate is expected to identify the key digital marketing goals for Genie
throughout the stages of RACE framework and formulate a digital strategy defining how those
goals will be achieved with the aid of digital channels in all stages of a consumer journey.

TASK THREE

Customer Lifecycle Management is one of the most important aspects for the businesses in the
fintech industry. The management of Genie Super App requires you to complete the following
tasks for the overall digital strategy.

a) Define how customer lifecycle management strategy can be managed for Genie to ensure
increased usage of services through Genie app.
b) Define KPIs and a monitoring framework for Genie campaign to measure its effectiveness.

Guideline Note 03:

Customer Lifecycle Management is one of the key strategies for revenue maximization for any
business 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 Genie through the execution of strategies such as retargeting, customer
segmentation and etc. to reduce customer churn, increase Average Revenue Per User (ARPU) and
ultimately define the KPIs that needs to be monitored in order to gauge the effectiveness of the
digital strategy deployed.

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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 Genie

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

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

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 - (1250 +/- 10% Words) 20%
Task two - (2250 +/- 10% Words) 45% 40%
Task three - (1500 +/- 10% Words) 35%
Presentation 100% 60%
Total 100%

Note: Please refer the given assignment marking scheme for the mark’s allocation criteria.

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 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 fulfils 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

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: _________________

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 Assignment Marking Scheme
June 2021

Module Digital Marketing Management (DMM)

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 assignment comprehensively 16‐20
Clarity of expression 20
An attempt to organise in a logical manner 1‐5
Satisfactory showing of logical manner and organisation 6‐10
Shows higher level of having carefully and logically organised 11‐15
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 30
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 10
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

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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)

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LECTURER APPROVAL FOR THE ASSIGNMENT

REGISTRATION NUMBER/S:

0 0 0 0 0

MODULE TITLE:

NAME OF THE LECTURER:

APPROVAL

SIGNATURE: ______________________ DATE: _________________________

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