MKT373 End-of-Course Assessment

(Full marks: 100)

Section A (50 marks)

Answer all questions in this section.

Question 1

Startups face the challenge of growing their brand presence while operating within limited resources. Content strategy plays a crucial role in building audience awareness and engagement, especially across emerging platforms like TikTok and Instagram.

In this assignment, you will act as a junior content strategist for ONE (1) of the following Singapore-based startups:

• Doctor Anywhere
• GetGo
• YouTrip

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

Analyse the brand’s TikTok activity over the past 30 days. Based on views or engagement, identify:

• The top-performing video
• The lowest-performing video

Develop a structured explanation for the performance variance (You may consider elements such as content topic, format, storytelling techniques, hook, timing, audience relevance, and platform algorithm alignment etc.)

(10 marks)

Question 2

Illustrate two (2) concrete ideas for repurposing the previously identified topperforming TikTok content into other formats or platforms (e.g., Instagram Reels, blog posts, email campaigns etc.). Explain how these new versions can extend content lifecycle and reach different segments.

(10 marks)

Question 3

Startups need strong top-of-funnel (TOFU) content to drive brand discovery and awareness.

Design an Instagram content calendar for Week 1 & 2 of December 2025 and ensure alignment with the startup’s brand identity and audience behaviour, including:

• Publishing dates
• Themes/objectives of each post
• A short description of each content piece (e.g., visual style, format, tone, intended action)
• Suggested content genre (reel, infographic, etc.)

(15 marks)

Question 4

Select one (1) piece of Instagram content from the brand that you believe could be improved for better engagement.

• Apply usability principles to analyze the post.
• Design a revised sample Instagram post, with a rationale describing how each change improves user experience and engagement.

(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)

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