MBSA 2363 Marketing Analytics Assignment Brief 2026 | UTM Malaysia

MBSA2363 Assignment Brief

Project-Based Assignment

In today’s rapidly evolving digital landscape, businesses face increasing pressure to leverage data and analytics to stay competitive and connect meaningfully with their target audiences. This project requires students to select a company or brand (local or international), and critically assess its current digital marketing initiatives. Using marketing analytics frameworks and tools, you will propose an improved, data-informed strategy that addresses the company’s current marketing challenges or growth opportunities. Your final deliverable will be a comprehensive strategic report.

(100 marks)

Project Components and Deliverables

1. Company/Brand Selection & Context (10%)

• Brief introduction of the company or brand
• Industry, target audience, and market positioning
• Justification for selection (e.g., digital presence, growth stage, opportunity area)

2. Current Digital Marketing Audit (10%)

• Audit of existing digital marketing efforts (channels, content, engagement, etc.)
• Key metrics available (e.g. social media, email, SEO/SEM, CRM data, etc.)
• SWOT analysis focused on digital presence

3. Data Collection & Thematic Insights (20%)

• Primary data collection: interviews or focus group discussion (at least 5 participants) with consumers, stakeholders, or company reps (include interview protocol and raw interview data, such as transcriptions or detailed notes, as an Appendix to the final project submission.)
• Thematic analysis of qualitative data (themes relevant to customer perception, engagement, pain points)
• Secondary data: website analytics, social media statistics, competitor benchmarks

4. Revamped Strategy & Analytics Framework (20%)

• Redesigned digital marketing strategy with segmentation, targeting, positioning
• Content strategy, channel selection, and campaign ideas
• Integration of analytics tools (Google Analytics, social media insights, customer journey analysis)
• Clear marketing KPIs and metrics (Click-through Rate (CTR), Cost Per Acquisition (CPA), conversion rates, engagement, churn, etc.)

5. Implementation Plan (20%)

• Timeline (Gantt chart or roadmap)
• Required resources (budget, manpower, tools)
• Stakeholders and roles
• Risk assessment:
  – Fishbone (Ishikawa) Analysis of potential campaign failures
  – Risk Assessment Matrix (likelihood vs impact)

6. Visual Storytelling & Recommendations (10%)

• Dashboard mock-ups, metric visualizations, or storytelling through infographics
• Justification of decisions using analytics insights
• Final recommendations for implementation

7. Executive Summary, Conclusion, Writing Quality and Appendixes (10%)

• High-level summary of findings, strategy, and impact projection.
• Project Structure, Standard Writing Format, Language Use, Clarity of Argument, References, and Appendixes.
• Figure and table presentations are encouraged to strengthen the discussion.

(100 Marks, PLO1, C5)

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