Home › Documents › Deakin University › MMK 710 Fundamentals of MarTech › MMK710 Assessment Task One

PDF

University Deakin University
Course MMK 710 Fundamentals of MarTech
Year 2026
Author Maya Mathur
File Type PDF

38 views 20 pages

Assignment Instructions

The working environment faced by modern day business professionals is becoming increasingly enhanced by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges between organisations and individuals, plays a significant role in any organisation. To be an effective member of the organisation, you must therefore be aware of the breadth of marketing technologies available to business professionals and must embrace the use of these tools for accomplishing your work tasks.
Purpose
A central principle that most people agree on is that the technology applications available to marketers in their MarTech stack should serve business needs. Yet, many applications and features of modern MarTech stacks go underutilized simply because they have not considered business needs carefully enough. By applying a marketing technology solution to specified business needs, you will get the opportunity to think about the business needs of the organisation that will later improve your decisions on marketing technology applications to include in the stack.
This assessment task will get you to think about the business needs first and will assess you on your availability to use this thinking to execute and present the marketing technology solution to a business problem. Your availability to apply marketing technology to the business problem will improve your marketing technology skillset specifically to the technology platform used. Students must use the HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to other marketing technology (e.g., Adobe, Salesforce, Google) suites.
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 2 of 15
slides)

CloudDeakin 24/02/26, 10:07 AM
The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2; GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also require you to explicitly consider real world contextual requirements including ethical and moral considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals working in a technology enhanced environment.
Task Brief and Deliverables
Part One: Define the Business Context, Target Audience, and Landing Page
Objective: To establish a clear context, which defines your business, briefly describes your target audience, specifies the intended brand identity, maps the customer journey, and designs a compelling landing page as a foundation for Parts 2 and 3.
Instructions: Follow the requirements below.
1. Define Your Business and Target Audience:
Business Context: Select or create a business, articulate its mission, value proposition, and key business goals (e.g., increasing leads, boosting brand awareness, driving sales).
Target Audience: Provide a detailed description of your target audience, or customer personas representing your target audience, and their needs.
Create an initial customer journey map that articulates the path your target audience goes through, considering the various phases of customers' journeys (e.g., consideration, search, evaluation, purchase, repeat purchase, word of mouth, etc.), and how it will be delivered via MarTech.
2. Develop the Landing Page in HubSpot:
You will need to use Hubspot Enterprise version, with the account provided
by the unit team, for this project. Sign up for this Hubspot account by
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 3 of 15

CloudDeakin
24/02/26, 10:07 AM
registering through the onboarding link sent to your Deakin email ({studentid}@deakin.edu.au}). You may also use Odoo, Education Edition, for this project which will provide your own account which you must share then with the unit team. To use Odoo Education Edition (valid for two years), register with the link: https://www.odoo.com/trial?edu . Use of any other technology solution will result in no mark allocation for your MarTech solution.
Design and create a clear, purposeful, and engaging landing page consistent with the business mission and brand identity, and that resonates with your target audience.
Include essential elements for the landing page such as compelling headlines, persuasive content, and supportive visual content.
Ensure consistency of your landing page and content, with your business context and mission, and with your brand identity.
3. Develop a Written Report: to demonstrate and justify your context and MarTech solution:
Prepare a written report of your work, including screenshots and live links to your published HubSpot landing page.
Your target audience is your CMO who has been recruited to your team in the last few months.
Submission: A 500-word written report that includes:
Business context and clearly stated business goals. Customer personas and an early-stage journey map.
Visual evidence (screenshots and live links) demonstrating the implemented landing page design, integrated or linked from your written report.
Part Two: Develop A"rac!on and Conversion Strategies
Objective: Design inbound marketing activities to attract and convert visitors into leads, ensuring all strategies are aligned with your previously defined business context and customer journey.
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 4 of 15

CloudDeakin 24/02/26, 10:07 AM
Instructions: Complete the following activities. 1. Plan Your Marketing Strategy:
Design your marketing strategy for attracting and converting customers, focusing on the MarTech channels you will use (not limited to HubSpot, but should have some overlap with the inbound channels that HubSpot enables).
Develop a content strategy with a posting schedule, topics, and keywords that reflect the needs and behaviours identified in your customer personas.
2. Implement Attraction and Conversion Activities:
Use the same technology and implementation as you used for Part 1 to implement activities identified in your marketing strategy. Use of any other technology solution will result in no mark allocation for your MarTech solution.
Examples include:
Create clear CTAs, lead capture forms, and offers on your landing page to drive conversion.
Make use of HubSpot’s tools (forms, CTA buttons, etc.) to track visitor interactions and capture leads.
Explain how these activities integrate with the customer journey and contribute to achieving business goals.
3. Presentation Requirement:
Your presentation should clearly demonstrate and evaluate the purpose of the
main activities designed to attract and convert customers.
Include screen captures, links, and visual diagrams that show your inbound marketing plan in action.
4. MarTech Enhancement:
Propose a potential development for your solution, such as integrating an API that scrapes external data (e.g., competitor analysis, market trends) and employing an LLM to generate personalised content.
Explain how this enhancement could improve lead qualification or content personalisation.
Be specific with your recommendation to your business context, and application elements for attracting and converting customers.
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 5 of 15

CloudDeakin 24/02/26, 10:07 AM
Submission: A 5-minute Panopto presentation (maximum 10 slides) for your customer attraction and conversion solution that includes:
Summary of the MarTech strategy to attract and convert customers.
A description and evaluation of the main activities designed to attract and convert customers.
Visuals (screenshots and live links) of CTAs, lead capture forms, and other activities designed in your application, aimed at attracting and converting customers.
A description and evaluation of the recommended MarTech enhancement.
Part Three: Nurturing and Retaining Customers
Objective: Develop strategies to nurture leads into long-term customers through ongoing engagement and advanced automation, further refining your customer journey.
Instructions: Complete the following activities using HubSpot for any technological applications:
1. Plan Your Marketing Strategy:
Design your marketing strategy for nurturing and retaining customers,
focusing on the MarTech channels you will use.
Develop activities and content useful for engaging customers and nurturing them along touch-points in their customer journeys, such as blog posts with calls to action, retention interventions, email newsletters, or campaigns, and so on.
2. Implement Nurturing and Retention Activities: examples include:
Use the same technology and implementation as you used for Part 1 and 2 to implement activities identified in your marketing strategy. Use of any other technology solution will result in no mark allocation for your MarTech solution.
Examples include:
Set up automated email (or other) direct communications, based on some determination of user defection.
Set up personalised content (e.g. as a drip campaign).
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 6 of 15

CloudDeakin 24/02/26, 10:07 AM
3. Presentation Requirement:
Your presentation should clearly demonstrate and evaluate the purpose of the
main activities to nurture and retain customers.
Prepare a visual representation of your ideas to nurture and retain customers (screenshots, flowcharts, live links).
4. MarTech Enhancement:
Propose and evaluate a potential further development for your solution, to
enhance nurturing and retention of customers.
Explain how this enhancement could improve lead qualification or content personalisation.
Be specific with your recommendation to your business context, and application elements for nurturing and retaining customers.
Submission: A 5-minute Panopto presentation (maximum 10 slides) for your customer nurturing and retention MarTech solution that includes:
Summary of the MarTech strategy to nurture and retain customers.
A description of the main activities designed to nurture and retain customers.
Visual evidence (screen captures, flowcharts/workflow screenshots, live links, etc.) of activities designed in your application, aimed at nurturing and retaining customers.
A description and evaluation of the recommended MarTech enhancement. How any available feedback from Parts 1 and 2 has been incorporated.
Accessibility
Deakin University is committed to providing online spaces that are accessible to everyone. The OneDeakin template was developed with our commitment to student accessibility needs in mind. It includes built in digital accessibility features, so by using this template according to the associated instructions, you are assisting students' ability to have an accessible online experience. Find out more about Everyday Acces‐ sibility Basics 
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 7 of 15

CloudDeakin 24/02/26, 10:07 AM
Learning Outcomes
This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes  (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit.
The learning outcomes that are aligned to this assessment task are:
Unit Learning Outcomes (ULO)
Graduate Learning Outcomes (GLO)
ULO 1: Identify the marketing technology specifications/architecture that best match the needs of a marketing organisation and communicate these to stakeholders
GLO1: Discipline knowledge and capabilities GLO2: Communication
ULO 2: Explain the marketing data requirements that guide marketing decisions and that optimise customer
GLO1: Discipline knowledge and capabilities
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 8 of 15

CloudDeakin 24/02/26, 10:07 AM
interactions with marketing organisations
GLO2: Communication
ULO 3: Evaluate MarTech solutions for a broad range of marketing activities and devise, recommend, and justify an optimal solution
GLO4: Critical thinking
ULO 4: Analyse the basic regulatory requirements in the MarTech landscape and determine how they relate to consumer consent, privacy, and ethical firm behaviour
GLO8: Global citizenship
Submission
You must submit your assignment in the Assignment Dropbox in the unit CloudDeakin site on or before the due date. When uploading your assignment, name your document using the following syntax: <your surname_your first name_your Deakin student ID number_[unitcode].doc (or ‘.docx’). For example, ‘Jones_Barry_123456789_MMK710.docx’. Use similar naming syntax for any Panopto presentation.
Submitting a hard copy of this assignment is not required. You must keep a backup copy of every assignment you submit until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism and for authenticating work.
When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload and check for, and keep, the email receipt for the submission.
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TRI.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 9 of 15

CloudDeakin 24/02/26, 10:07 AM
Marking and feedback
The marking rubric indicates the assessment criteria for this task. It is available in the CloudDeakin unit site in the Assessment folder, under Assessment Resources. Criteria act as a boundary around the task and help specify what assessors are looking for in your submission. The criteria are drawn from the ULOs and align with the GLOs. You should familiarise yourself with the assessment criteria before completing and submitting this task.
Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date.
Word Limits
In many contexts you will be forced to adhere to specific word or time limits (e.g. applying for government grants, presentation to board members). In marketing contexts, brevity is important because customer attention can be short – if you don’t get your point across quickly and concisely then the message is lost. It is therefore important that you learn to be as concise as possible.
Word and time limits therefore are applied to any written report submitted via the assignment Dropbox. The following mark deductions will apply if the written report for any part exceeds the word limit set:
If your report exceeds the word limit by 10% or less, 5% of the available marks will be deducted.
If your report exceeds the word limit by 11-20%, 10% of the available marks will be deducted.
If your report exceeds the word limit by 21-30%, 15% of the available marks will be deducted, etc.
This process (with 5% increments) will continue for each additional 10% that the word count is exceeded.
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR...Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 10 of 15

CloudDeakin 24/02/26, 10:07 AM
For a presentation, where the length is counted in number of minutes, if you exceed the time of 5 minutes by the above percentages, the same deductions will apply as listed above. For example, if your presentation is 5 minutes and 15 seconds (more than 5 minutes, but less than 5 minutes and 30 seconds), then 5% of the available marks will be deducted (so the maximum you can be awarded is 19% if the presentation is worth 20%).
Use of Ar!ficial Intelligence Technologies
Deakin welcomes the opportunity to engage with emerging technologies in education and seeks to build your capability in the ethical and responsible use of current and emergent technology. Deakin also upholds a commitment to academic integrity and to ensuring high- quality educational outcomes that prepare you for an AI-driven future.
Using genAI and AI related tools to assist you in your work is appropriate in this assessment task. This task is designed to prepare you for the modern world of marketing with the use of technology. The rapidly growing development and application of artificial intelligence enabled functions in the platforms you will use for the assessment task, provide the opportunity for you to learn how to harness these tools for the best outcomes.
To support your learning in this assessment task, it is recommended that you limit Al use to assist with specific tasks such as editing your work to identify grammatical and spelling errors, getting feedback on your work to improve exposition, refining multimedia content, writing specific programming codes to be included in any application, generating ideas for

https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR.../Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 11 of 15

CloudDeakin 24/02/26, 10:07 AM
content, and as part of any application you create in the content (e.g., dynamic personalisation of marketing content to be sent as the body of a targeted email). You must modify any AI-generated content you use. Your final submission should be your own work and show how you have used your own critical thinking skills and what you have learnt in this unit.
It is important that you take responsibility for your final submission, including:
Evaluating the accuracy and quality  of any genAI/AI generated material.
Acknowledging how you used genAI/AI tools in this assessment to ensure you are making informed decisions about your learning, demonstrating learning you have gained in the unit, and acting with integrity.
Please use the Acknowledgement statements  to guide how you acknowledge the use of genAI/AI in this assessment.
Extensions
Extensions can only be granted for exceptional and/or unavoidable circumstances outside of your control. Requests for extensions must be made by 12 noon on the submission date using the online Extension Request  form under the Assessment tab on the unit CloudDeakin site. All requests for extensions should be supported by appropriate evidence (e.g., a medical certificate in the case of ill health).
Extension requests are handled externally to the unit team. For integrity purposes, extension requests are not processed and cannot be changed by the unit chair of
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR...Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 12 of 15

CloudDeakin 24/02/26, 10:07 AM
MMK710. Applications for extensions after 12 noon on the submission date require University level special consideration  and these applications must be submitted via StudentConnect in your DeakinSync site.
Late submission penal!es
If you submit an assessment task after the due date without an approved extension or special consideration, 5% will be deducted from the available marks for each day after the due date up to seven days*. Work submitted more than seven days after the due date will not be marked and will receive 0% for the task. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.
*'Day' means calendar day for electronic submissions and working day for paper submissions.
An example of how the calculation of the late penalty based on an assignment being due on a Wednesday at 8:00pm is as follows:
1 day late: submitted after Wednesday 11:59pm and before Thursday 11:59pm– 5% penalty.
2 days late: submitted after Thursday 11:59pm and before Friday 11:59pm– 10% penalty.
3 days late: submitted after Friday 11:59pm and before Saturday 11:59pm – 15% penalty.
4 days late: submitted after Saturday 11:59pm and before Sunday 11:59pm – 20% penalty.
5 days late: submitted after Sunday 11:59pm and before Monday 11:59pm – 25% penalty.
6 days late: submitted after Monday 11:59pm and before Tuesday 11:59pm – 30% penalty.
7 days late: submitted after Tuesday 11:59pm and before Wednesday 11:59pm – 35% penalty.
Beyond 7 days late: 100% penalty. (No marks will be awarded to work submitted 7
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR...Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 13 of 15

CloudDeakin
24/02/26, 10:07 AM
days later than the due date.)
Per this example, the Dropbox closes the Wednesday after 11:59pm AEST/AEDT time.
Support
The Division of Student Life provides a range of Study Support  resources and services, availablethroughouttheacademicyear,includingWritingMentor andMathsMentor
 online drop-ins, and an online writing feedback service at this link . If you would prefer some more in depth and tailored support, make an appointment online with a Lan‐ guage and Learning Adviser .
Unit Specific Support
1. MMK710 How to guides and templates. Please see the assessment folder for any documents that may assist in the task. They are there as resources for you to help guide you on how to think about achieving the task, but are not comprehensive and you are not expected to follow them or include them in the write up.
2. Technology specific help and support. For technology specific guidance (e.g., navigating HubSpot), there are a variety of resources to help you:
Workshop discussions related to HubSpot or AT1.
HubSpot academy - which offers courses on both HubSpot applications and functions, and on related marketing, sales, service, or technology topics.
AI based help - e.g., Conversational Chatbots, Co-pilot. We note that you may also access Deakin's Microsoft Co-Pilot which may have some knowledge of HubSpot (but be careful to fact-check this).
Other students and discussion forums - please help each other on how to do specific things in HubSpot! However, this remains an individual assessment task so do not submit work on the same project.
Referencing and Academic Integrity
Deakin takes academic integrity very seriously. It is important that you (and if a group task,
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR...Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 14 of 15

CloudDeakin 24/02/26, 10:07 AM
your group) complete your own work in every assessment task. Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about referencing (and avoiding breaching academic integrity) and other study support resources available here .
Your rights and responsibili!es as a student
As a student you have both rights and responsibilities. Please refer to the document Your rights and responsibilities as a student in the Unit Guide & Information section in the Content area in the CloudDeakin unit site.
References
Deakin University, 2021. Deakin 2030 Ideas to Impact: Strategic plan. Deakin's strategic direction | Deakin 
 Previous Next 
https://d2l.deakin.edu.au/content/enforced/1527475-MMK710_TR...Assessment%20Task%20One%20B.html?ou=1527475&d2l_body_type=3 Page 15 of 15

Get Sample Solution PDF

Loading preview...

Solution Files 4 files

PDF

Part-1-Solved.pdf

PDF file

PDF

Solved-Part-2.pdf

PDF file

PDF

Solved-Part-3.pdf

PDF file

PDF

AT1-Rubric-Part-One.pdf

PDF file

Get the complete solution

Enter your email to receive download links for all 4 solution files.

Get Sample Solution

Get Free Access

Enter your details and we'll send the download link to your inbox.

Email address *

Phone number *

Your information is secure and never shared with third parties.

Assignment Instructions

Solution Files 4 files

Get the complete solution

Need help with your assignments?

Our Services

Countries

Quick Links

Follow Us

Please fill this data

Assignment Instructions

Solution Files 4 files

Get the complete solution

Related Documents

Need help with your assignments?

Get Free Access

Check your email!

Request Submitted!

Please fill this data