Murdoch Social and New Media Assignment 1: Written Report on a Live Brand Website (Singapore)
Social and New Media Assignment 1: Written Report, Topic 1 (Murdoch University, Singapore)
This Murdoch University Social and New Media report, delivered in Singapore, is worth 40% and is about 1,250 words. You choose one live website, for example Ben & Jerry’s Singapore, and assess it as a communication tool: your first impression, the messages it sends, the methods it uses to engage visitors, and practical strategic recommendations, followed by a short conclusion.
| Course | Social and New Media |
| University | Murdoch University (Singapore delivery) |
| Assessment | Assignment No. 1: Written Report (Topic 1) |
| Weighting | 40% (40 marks across five sections) |
| Suggested Website | Ben & Jerry’s Singapore (www.benjerry.com.sg) or any other live website |
| Length | Around 1,250 words |
| Referencing | APA |
Topic 1
Choose a live website (corporate, professional organisations, civic groups, consumer goods, professional services, SMEs) and conduct a critical analysis which covers but is not limited to the following key areas: impressions on online presence, message analysis, and method analysis. Then, provide strategic recommendations based on your findings.
Report Format and Marks
Introduction (5 marks)
- Overview of the company.
- Initial impression of online presence.
Message Analysis (7 marks)
- Aim of the website.
- Website’s main message and call to action (how does the website get people to take action?).
Method Analysis (8 marks)
- Identification of current online strategy.
- Methods currently used to engage the audience.
- Effectiveness of methods used to deliver main message and call to action.
Strategic Recommendations (15 marks)
- Tactics not used but can be incorporated to deliver main message and reach out to audiences.
- Suggested changes and/or enhancements to current strategy.
- Suggestions to leverage on new and social media (for example local campaigns, influencer collaborations or transmedia marketing).
- Intended effects.
Conclusion (5 marks)
- Summary of key highlights of discussion.
Note: marks are deducted for a poorly written report due to inconsistent grammar, sentence construction, paragraphing, spelling and typo errors.
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Recommendations carry the most marks, so make them specific to the site you chose and link each one to a weakness you found in the message or method analysis. Use screenshots or examples from the site as evidence, apply course concepts such as interactivity and user engagement, and keep within the word count, since writing quality is also marked.
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