MKT373 End-of-Course Assessment

ECA Submission Deadline: Tuesday, 03 November 2026 12:00 pm 

(Full marks: 100)

Section A (50 marks)

Answer all questions in this section.

Question 1

Singapore’s homegrown brands have quietly built some of the most loyal followings in local e-commerce. The Paper Bunny, Beyond The Vines, and Good Totes are three design-led, accessible lifestyle brands born right here, each carrying the everyday-bag DNA but telling different brand stories online.

In this assignment, you will step into the role of a junior content strategist for ONE (1) of the following Singapore-born brands:

• The Paper Bunny
• Beyond The Vines
• Good Totes

Please choose ONE (1) brand and complete the following questions:

Analyse the brand’s TikTok activity between 1 and 30 September 2026. Based on views or engagement, identify the top-performing video and the lowest-performing video, and develop a structured explanation for the performance variance between them (drawing on elements such as content topic, format, storytelling technique, hook, timing, audience relevance, and platform algorithm alignment etc).

(10 marks)

Question 2

Illustrate two (2) concrete ideas for repurposing the top-performing TikTok content identified in Question 1 into other formats or platforms, and propose how each repurposed version extends the content’s lifecycle and reaches a different audience segment.

(10 marks)

Question 3

Select one (1) piece of Instagram content published by the brand between 1 and 30 September 2026 that could be improved for engagement. Apply usability principles to analyse the post, then design a revised version of the post, with a rationale explaining how each change improves user experience and engagement.

(15 marks)

Question 4

Examine the brand’s Instagram content published between 1 and 30 September 2026 as a content audit. Show one (1) content issue this audit reveals (e.g. inconsistent brand voice, over-reliance on a single content pillar etc.), and propose one (1) corrective action to address it.

(15 marks)

Section B (30 marks)

Answer all questions in this section.

Question 5

As a junior content strategist, your next task is to summarise your findings from Q1 to Q4 and prepare a video presentation to the marketing lead (maximum 10 minutes).

Please note that the following aspects will be evaluated for your video presentation:

• Content Relevance: The extent to which the presentation addresses all aspects of the questions.
• Voice Clarity and Pace: Clear articulation and appropriate speed of speech.
• Visual Engagement: Use of body language and eye contact to engage the audience.
• Professionalism: Overall presentation professionalism, including attire and demeanor.
• Audio-Visual Quality: Quality of the video’s sound, lighting, and editing.

(30 marks)

Section C (20 marks)

Answer all questions in this section.

Question 6

Prepare a set of presentation slides (no more than 10 pages) upon which the video presentation is based (excluding title and thank you page; PDF version).

Please note that the following aspects will be evaluated for your slides:

• Content Relevance: Slides content relevance to the video presentation.
• Visual Appeal: Overall aesthetic appeal and professionalism of slide design.
• Readability: Use of appropriate fonts, colors, and spacing for easy reading.
• Multimedia Elements: Integration of multimedia elements such as relevant images, charts, graphs, and videos to complement the textual content.

(20 marks)

—– End of ECA Paper —–