Overview

In this assignment, you will create a video pitch proposing MarTech investments for an organisation described in a provided case. You’ll take on the role of a marketing professional within that organisation and present your recommendations to senior leadership. This assignment helps you demonstrate your understanding of the MarTech landscape and its business value while developing essential presentation skills.

Learning Outcomes

The targeted Course Learning Outcomes (CLOs) for this assessment are:

• CLO1: Assess the emerging marketing technology (MarTech) landscape, in relation to the data, technology and platform ecosystem, as well as the trends driving that landscape.CLO2: Identify the value and relevance of MarTech to organisations.
• CLO4: Evaluate the implementation requirements and issues of different MarTech use cases

Marking Criteria

This assessment will measure your ability to:

• Understand and explain the Marketing Technologies landscape (30%)
• Articulate the value of Marketing Technologies in relation to business objectives (40%)
• Reflect on the personal relevance of Marketing Technologies for your current or future career (20%)
• Communicate and present in a professional and convincing manner (20%)

Assessment Details

You will be provided a case study of a hypothetical business including their current situation, business challenges, and current marketing technologies capabilities. You will take on the role of a marketing professional within that company pitching to senior leadership to convince them to invest in specific areas of Marketing Technology in relation to the objectives and challenges of the company.

Using the case provided as a basis, imagine a relevant role you would like to hold within that company. Then using that case and role, create an 8-10 minute video pitch that persuades senior leadership to invest in marketing technology. Separately, submit a 500-word written personal reflection (as yourself) discussing

(Case attached)

Your video presentation should include:

1. Context Setting

• Introduce yourself and your chosen role in the organisation
• Briefly describe the company’s situation and its current marketing challenges

1. MarTech Investment Proposal

• Explain what MarTech is and what value it could provide to the company’s situation
  • As part of your explanation, briefly summarise the MarTech landscape and the categories of MarTech
  • Make sure to link this to the objectives and situation in the case
• Present technology investment recommendations based on company needs
  • E.g. Which area of the MarTech Landscape should your company invest in?
  • View more here to understand the martech lanscape:
• Outline expected benefits to the company
  • E.g. How will investing in this technology address the marketing challenges you identified in the case?

1. Personal Relevance

• Explain how these technologies would enhance your chosen role at the company
• Identify the skills and knowledge the company would need to provide you to leverage these technologies

Submission Requirements

Video Presentation

• Duration: 8-10 minutes
• The presentation MUST include slides/ content, and video of you speaking
  • You can record using PowerPoint’s recording feature (or other of your choice)
• Include professional slides to support your presentation
• Upload exported video directly to Canvas

Written Appendix

• 500-word personal reflection
• Stepping out of the scenario in the video, reflect on:
  • What about MarTech appeals to you, and the impact in may have on your future career.
  • Why you chose the area of investment you presented in the video pitch is this something you are interested learning about in your career?
• Include a list of references and data sources cited in your presentation
• Upload as a PDF alongside your video

Tips for Success

Choose a company you’re familiar with or can research easily

• Research current marketing and MarTech trends relevant to your chosen company, e.g.
  • Are they facing a particular challenge?
  • Have they already recently invested in Marketing tech?
• Practice your presentation to ensure smooth delivery within the time limit
• Use clear, professional slides with minimal text
• Support your recommendations with specific examples and data
• Show enthusiasm and conviction in your deliver