INSTRUCTIONS TO STUDENTS:

1. This End-of-Course Assessment paper comprises 6 pages (including the cover page).

2. You are to include the following particulars in your submission: Course Code,
Title of the ECA, SUSS PI No., Your Name, and Submission Date.

3. Late submission will be subjected to the marks deduction scheme. Please refer to the Student Handbook for details.

ECA Submission Guidelines

Please follow the submission instructions stated below:

A – What Must Be Submitted

You are required to submit the following ONE item for marking and grading:
• A Report
Please verify your submissions after you have submitted the above ONE (1) item.

B – Submission Deadline

• The Report is to be submitted by 12 noon on the submission deadline.
• You are allowed multiple submissions till the cut-off date for the item.
• Late submission will be subjected to mark-deduction scheme by the
University. Please refer to Section 5.2 Para 2.4 of the Student Handbook.

C – How the (3) Items Should Be Submitted

• The Report: submit online to Canvas via TurnItIn (for plagiarism detection)
• Avoid using a public WiFi connection for submitting large video files. If you
are using public wireless (WiFi) connection (e.g. SG Wireless at public areas),
you might encounter a break in the connection when sending large files.

D – Additional guidelines on file formatting are given as follows

1. Report.

• Please ensure that your Microsoft Word document is generated by Microsoft Word 2016 or higher

• The report must be saved in .docx format.

Section A (100 marks)

Answer all questions in this section.

Background: The School of Business (SBIZ) at the Singapore University of Social Sciences (SUSS) has recently launched its LinkedIn account. Assume that you have been tasked by SBIZ to assist in managing its LinkedIn platform for two months, from 1 May to 30 June 2025. Your role is to design a student-led social media marketing campaign that can be executed by current students to effectively promote SBIZ to the public. Your answers should focus on social media marketing strategies and content that students can implement to enhance SBIZ’s online presence.

Refer to the SBIZ official website for details on its vision, mission, and core beliefs, which should serve as the foundation for your campaign: https://www.suss.edu.sg/about-suss/schools/sbiz/about

Main task:

Design a student-led social media campaign for the School of Business at SUSS.

Question 1

Formulate THREE (3) key social media marketing goals for your campaign, ensuring that they align with the vision, mission, and core beliefs outlined on the SBIZ website. The goals should reflect a strategic mix that enhances SBIZ’s online presence and supports its broader objectives. For each goal, you must compose a clear and specific goal statement that defines what the campaign aims to achieve. You should also justify how each goal contributes to the long-term impact and effectiveness of SBIZ’s social media marketing efforts. (Max. 300 words) (20 marks)

Question 2

Evaluate key target audiences for your campaign and propose the corresponding content and keyword themes that will appeal to each audience.
(Max. 300 words) (20 marks)

Question 3

Construct a detailed two-month content calendar (from 1 May to 30 June 2025) that clearly articulates the type of content to be produced, including the main theme for each post and its publication schedule. The calendar should incorporate the FOUR (4) main types of social media content to optimise the content strategy.
(Max. 300 words – the calendar must be typed out; do not insert it as an image to ensure that word count and Turnitin can detect it.) (20 marks)

Question 4

Design TWO (2) social media posts for SBIZ’s LinkedIn platform, which may be in any format (e.g., text, photo, video, meme, infographic) (20 marks). Next, critique how each post enhances and contributes to achieving the social media goals established in Question 1.

(Hint: Apply relevant social media marketing strategies discussed in the course when developing your posts). (Max. 300 words; excluding visual elements) (40 marks)