MKTG3506

• 当然可以。我先直接按你这份 MKTG3506 Digital Marketing & Social Media 的当前文件内容，把这门课拆成一张 期末 Final 复习地图。
• 我会只用你当前文件里能支持的信息来讲，不乱加课外内容。
• 先给你一句最重要的总结：

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一句话救命总结

• 这门课的 Final 不是让你自由发挥谈营销，而是考你能不能：

  • 看懂题目提示词（cue）
  • 立刻点名正确 framework
  • 写出定义
  • 把 framework 的每一部分应用到题目给的品牌
  • 最后补一个具体例子

• 也就是这门课最核心的应试动作：

  • NAME → DEFINE → APPLY → EXAMPLE [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

• 文件里反复强调：每道 short essay 基本都是“一个框架伪装起来的题目”。阅卷老师要看的不是你会不会泛泛而谈，而是你能不能 认出提示 → 叫出模型名 → 应用到品牌。[4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.

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1）先搞清考试本质：你到底在准备什么

• 根据当前文件：

  • 这门课有三项考核：
    • 30% SEO Content Audit
    • 30% Digital Marketing Strategy
    • 40% Final Exam [3]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfYou're sitting the exam or writing an assignment. In the exam, run the name-the- framework decoder (Ch 14) on every short-essay prompt. In the SEO audit and the marketing plan, follow the same frameworks - situation analysis, RACE, the content audit method - this book maps to all three. 你正在应考或写作业。在考试中, 对每一道简答题运行“叫出框架” 解码器(第14章)。在SEO审计和 营销计划中,遵循同样的框架 情境分析、RACE、内容审计方 法 -- 这本书与这三者都对得 上。 AskSia Library · MKTG3506 · 双语 Bilingual ! Read this first: the assessment shape, and the closed-book rule 先读这一段:评估的形态,以及闭卷规则 MKTG3506 is assessed by three pieces: a 30% SEO Content Audit (individual report), a 30% Digital Marketing Strategy (team report + industry-report presentation with infographics), and a 40% final exam. The final is in- person, invigilated and CLOSED BOOK - 120 minutes + 10 minutes planning, paper-based, written as short essays. Because it is closed book, you cannot bring this book or any notes in - its job is to get the frameworks into your head before you walk in. Always confirm the current weights, dates and exam conditions on your own course profile, as details shift between cohorts. MKTG3506由三项考核:一项占30%的SEO内容审计(个人报告)、一项占30%的数字营销策略(团队报告+配信息图的行 业报告展示),以及一场占40%的期末考试。期末是线下、有监考且闭卷的 -- 120分钟+10分钟规划,纸笔作答,以简答题 写成。因为它是闭卷的,你不能把这本书或任何笔记带进考场 -- 它的任务是在你走进考场之前把框架装进你脑子里。务 必在你自己的课程大纲上确认当前的权重、日期与考试条件,因为各届细节会有变动。 i How this book was built 这本书是怎么搭建出来的 The framework canon here is standard, published marketing theory - Chaffey & Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice and the Smart Insights models (RACE, the 5Ds), plus Kotler's mix, Porter's forces and PESTLE - mapped onto this course's own 12-week schedule and its released short-essay prompts. Standard frameworks are stated plainly; the exam prompts are paraphrased and all worked numbers are AskSia- invented. Verify weights and conditions on your course profile. 这里的框架经典都是标准的、已出版的营销理论 -- Chaffey & Ellis-Chadwick, 《Digital Marketing: Strategy, Implementation and Practice》与Smart Insights的各模型(RACE、5Ds),外加Kotler的营销组合、Porter的五力与 PESTLE -- 映射到本课程自己的12周日程及其已公开的简答题上。标准框架以平实方式陈述;考试题目经过改写,所有算 过的数字都由AskSia虚构。请在你的课程大纲上核实权重与条件。 AskSia Library · MKTG3506 · 双语 Bilingual THE BLUEPRINT - THE EXAM BLUEPRINT 40% EXAM . 30% SEO AUDIT . 30% DM PLAN Where every mark lives 每一分都在这里 One 40% closed-book final, two 30% assignments - all driven by the same framework toolkit 一场占 40% 的闭卷期末,两份占 30% 的作业 -- 全部由同一套框架工具箱驱动 TL;DR. Forty percent is a closed-book short-essay final whose make-or-break skill is "name the right framework and apply it" to the brand in the prompt. We hold the 11 released exam-style prompts - every one maps to a single named framework in this book. Master the framework set and you hold the keys to the whole course. 太长不看。有 40% 是一场闭卷简答题期末,其成败关键技能是“点名正确的框架并把它应用“到prompt里的那个品牌上。我们 手握已公布的11道考试风格 prompt -- 每一道都映射到本书中某个被点名的单一框架。掌握这套框架,你就握住了整门课的 钥匙。 40% FINAL EXAM (CLOSED BOOK) 期末考试(闭卷) 30% SEO CONTENT AUDIT SEO内容审计 30% DIGITAL MARKETING PLAN 数字营销计划 11 RELEASED PROMPTS DECODED 已公布题目解码 The three assessment pieces 三份评估组件 Component Weight When Format

• Final 的特征：

  • 闭卷
  • 线下
  • 有监考
  • 纸笔作答
  • short-essay format
  • 120 分钟写作 + 10 分钟 planning [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[3]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfYou're sitting the exam or writing an assignment. In the exam, run the name-the- framework decoder (Ch 14) on every short-essay prompt. In the SEO audit and the marketing plan, follow the same frameworks - situation analysis, RACE, the content audit method - this book maps to all three. 你正在应考或写作业。在考试中, 对每一道简答题运行“叫出框架” 解码器(第14章)。在SEO审计和 营销计划中,遵循同样的框架 情境分析、RACE、内容审计方 法 -- 这本书与这三者都对得 上。 AskSia Library · MKTG3506 · 双语 Bilingual ! Read this first: the assessment shape, and the closed-book rule 先读这一段:评估的形态,以及闭卷规则 MKTG3506 is assessed by three pieces: a 30% SEO Content Audit (individual report), a 30% Digital Marketing Strategy (team report + industry-report presentation with infographics), and a 40% final exam. The final is in- person, invigilated and CLOSED BOOK - 120 minutes + 10 minutes planning, paper-based, written as short essays. Because it is closed book, you cannot bring this book or any notes in - its job is to get the frameworks into your head before you walk in. Always confirm the current weights, dates and exam conditions on your own course profile, as details shift between cohorts. MKTG3506由三项考核:一项占30%的SEO内容审计(个人报告)、一项占30%的数字营销策略(团队报告+配信息图的行 业报告展示),以及一场占40%的期末考试。期末是线下、有监考且闭卷的 -- 120分钟+10分钟规划,纸笔作答,以简答题 写成。因为它是闭卷的,你不能把这本书或任何笔记带进考场 -- 它的任务是在你走进考场之前把框架装进你脑子里。务 必在你自己的课程大纲上确认当前的权重、日期与考试条件,因为各届细节会有变动。 i How this book was built 这本书是怎么搭建出来的 The framework canon here is standard, published marketing theory - Chaffey & Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice and the Smart Insights models (RACE, the 5Ds), plus Kotler's mix, Porter's forces and PESTLE - mapped onto this course's own 12-week schedule and its released short-essay prompts. Standard frameworks are stated plainly; the exam prompts are paraphrased and all worked numbers are AskSia- invented. Verify weights and conditions on your course profile. 这里的框架经典都是标准的、已出版的营销理论 -- Chaffey & Ellis-Chadwick, 《Digital Marketing: Strategy, Implementation and Practice》与Smart Insights的各模型(RACE、5Ds),外加Kotler的营销组合、Porter的五力与 PESTLE -- 映射到本课程自己的12周日程及其已公开的简答题上。标准框架以平实方式陈述;考试题目经过改写,所有算 过的数字都由AskSia虚构。请在你的课程大纲上核实权重与条件。 AskSia Library · MKTG3506 · 双语 Bilingual THE BLUEPRINT - THE EXAM BLUEPRINT 40% EXAM . 30% SEO AUDIT . 30% DM PLAN Where every mark lives 每一分都在这里 One 40% closed-book final, two 30% assignments - all driven by the same framework toolkit 一场占 40% 的闭卷期末,两份占 30% 的作业 -- 全部由同一套框架工具箱驱动 TL;DR. Forty percent is a closed-book short-essay final whose make-or-break skill is "name the right framework and apply it" to the brand in the prompt. We hold the 11 released exam-style prompts - every one maps to a single named framework in this book. Master the framework set and you hold the keys to the whole course. 太长不看。有 40% 是一场闭卷简答题期末,其成败关键技能是“点名正确的框架并把它应用“到prompt里的那个品牌上。我们 手握已公布的11道考试风格 prompt -- 每一道都映射到本书中某个被点名的单一框架。掌握这套框架,你就握住了整门课的 钥匙。 40% FINAL EXAM (CLOSED BOOK) 期末考试(闭卷) 30% SEO CONTENT AUDIT SEO内容审计 30% DIGITAL MARKETING PLAN 数字营销计划 11 RELEASED PROMPTS DECODED 已公布题目解码 The three assessment pieces 三份评估组件 Component Weight When Format[6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.

• 所以这门课复习最重要的不是“背一堆散知识”，而是：

  • 把框架背成条件反射
  • 练到题目一来就能对应框架
  • 练到每道题都能按固定结构作答

---

2）这门课真正的“总引擎”：所有内容都围着 framework 转

• 文件明确说，这本 bible 是围绕课程自己的 12-week framework sequence 搭建的，核心框架包括：

  • RACE
  • PESTLE
  • Porter’s 5 Forces
  • PESO
  • STP
  • 7Ps
  • customer journey
  • 以及课程里相关的 SEO / SEM / metrics / campaign planning 内容 [1]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSEMESTER 1 . 2026 $ RACE THE COMPLETE EXAM BIBLE Digital Marketing & Social Media 数字营销与社交媒体 EVERY FRAMEWORK THE SHORT-ESSAY EXAM CAN NAME - DRAWN, WORKED, AND READY TO APPLY. 每一个闭卷考试会点名的框架 -- 画出来,直接套用。 MKTG3506 . THE UNIVERSITY OF QUEENSLAND 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 An undergraduate study companion built around this course's own spine: the twelve-week framework sequence (RACE . PESTLE . Porter . PESO . STP . 7Ps . the customer journey) and the make-or-break exam skill - name the right framework and apply it to the brand in the prompt. That same toolkit drives the 40% closed-book final, the 30% SEO content audit and the 30% digital marketing plan, so one book powers all three. Exam Bible . AskSia Independent study companion, not affiliated with or endorsed by the University of Queensland. Corrections: takedowns@asksia. ai PREFACE HOW TO USE THIS BOOK One book, three moments 一本书,三个时刻 Wherever you are in the semester, start here 无论你身处学期哪一阶段,都从这里开始 TL;DR. This is not a copy of Chaffey or the lecture slides. It is a self-contained map of every framework MKTG3506 runs on - each defined plainly, drawn as an original diagram, worked on neutral numbers, and tied to the exam's signature move: name the framework, then apply it to the brand the prompt hands you. The same pages serve you three ways across the twelve teaching weeks. 太长不看。这不是 Chaffey 或讲义幻灯片的翻版。它是MKTG3506 所依赖的每一个框架的一张自成体系的地图 -- 每个框 架都朴素地下了定义、绘制成原创图示、用中性数据演算过,并绑定到考试的标志性动作:先点名框架,再把它应用到 prompt 交 给你的那个品牌上。同样这几页,在十二个教学周里以三种方式服务于你。 A 1 . LEARN 1· 学习 You haven't done the week's reading yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, lands an original framework diagram, then a worked example. You can meet a model here cold - RACE, PESTLE, the customer journey, PESO - before the lecture. 你本周的阅读还没做。把一章从 头读到尾。每个概念都以一段大 白话定义开场,落下一幅原创框架 图,然后是一个范例。你可以在这 里第一次接触一个模型- RACE、PESTLE、客户旅程、 PESO -- 抢在讲课之前。 B 2 . REVISE 2 · 复习 You've done the week. Use the diagrams + recall checklists to self-test: can you draw RACE from memory, list the six PESTLE forces, split a brand's media into paid/owned/earned? Each chapter ends with the exam- move recap for that topic. 你已经学完本周。用图示+回忆 清单来自测:你能凭记忆画出 RACE吗、列出PESTLE的六种力 量、把一个品牌的媒体拆成付费/ 自有/赢得吗?每章结尾都有该主 题的应试动作回顾。 - C 3 . APPLY 3 · 应用[3]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfYou're sitting the exam or writing an assignment. In the exam, run the name-the- framework decoder (Ch 14) on every short-essay prompt. In the SEO audit and the marketing plan, follow the same frameworks - situation analysis, RACE, the content audit method - this book maps to all three. 你正在应考或写作业。在考试中, 对每一道简答题运行“叫出框架” 解码器(第14章)。在SEO审计和 营销计划中,遵循同样的框架 情境分析、RACE、内容审计方 法 -- 这本书与这三者都对得 上。 AskSia Library · MKTG3506 · 双语 Bilingual ! Read this first: the assessment shape, and the closed-book rule 先读这一段:评估的形态,以及闭卷规则 MKTG3506 is assessed by three pieces: a 30% SEO Content Audit (individual report), a 30% Digital Marketing Strategy (team report + industry-report presentation with infographics), and a 40% final exam. The final is in- person, invigilated and CLOSED BOOK - 120 minutes + 10 minutes planning, paper-based, written as short essays. Because it is closed book, you cannot bring this book or any notes in - its job is to get the frameworks into your head before you walk in. Always confirm the current weights, dates and exam conditions on your own course profile, as details shift between cohorts. MKTG3506由三项考核:一项占30%的SEO内容审计(个人报告)、一项占30%的数字营销策略(团队报告+配信息图的行 业报告展示),以及一场占40%的期末考试。期末是线下、有监考且闭卷的 -- 120分钟+10分钟规划,纸笔作答,以简答题 写成。因为它是闭卷的,你不能把这本书或任何笔记带进考场 -- 它的任务是在你走进考场之前把框架装进你脑子里。务 必在你自己的课程大纲上确认当前的权重、日期与考试条件,因为各届细节会有变动。 i How this book was built 这本书是怎么搭建出来的 The framework canon here is standard, published marketing theory - Chaffey & Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice and the Smart Insights models (RACE, the 5Ds), plus Kotler's mix, Porter's forces and PESTLE - mapped onto this course's own 12-week schedule and its released short-essay prompts. Standard frameworks are stated plainly; the exam prompts are paraphrased and all worked numbers are AskSia- invented. Verify weights and conditions on your course profile. 这里的框架经典都是标准的、已出版的营销理论 -- Chaffey & Ellis-Chadwick, 《Digital Marketing: Strategy, Implementation and Practice》与Smart Insights的各模型(RACE、5Ds),外加Kotler的营销组合、Porter的五力与 PESTLE -- 映射到本课程自己的12周日程及其已公开的简答题上。标准框架以平实方式陈述;考试题目经过改写,所有算 过的数字都由AskSia虚构。请在你的课程大纲上核实权重与条件。 AskSia Library · MKTG3506 · 双语 Bilingual THE BLUEPRINT - THE EXAM BLUEPRINT 40% EXAM . 30% SEO AUDIT . 30% DM PLAN Where every mark lives 每一分都在这里 One 40% closed-book final, two 30% assignments - all driven by the same framework toolkit 一场占 40% 的闭卷期末,两份占 30% 的作业 -- 全部由同一套框架工具箱驱动 TL;DR. Forty percent is a closed-book short-essay final whose make-or-break skill is "name the right framework and apply it" to the brand in the prompt. We hold the 11 released exam-style prompts - every one maps to a single named framework in this book. Master the framework set and you hold the keys to the whole course. 太长不看。有 40% 是一场闭卷简答题期末,其成败关键技能是“点名正确的框架并把它应用“到prompt里的那个品牌上。我们 手握已公布的11道考试风格 prompt -- 每一道都映射到本书中某个被点名的单一框架。掌握这套框架,你就握住了整门课的 钥匙。 40% FINAL EXAM (CLOSED BOOK) 期末考试(闭卷) 30% SEO CONTENT AUDIT SEO内容审计 30% DIGITAL MARKETING PLAN 数字营销计划 11 RELEASED PROMPTS DECODED 已公布题目解码 The three assessment pieces 三份评估组件 Component Weight When Format[8]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf练习凭记忆画出每个框架,并写一段4-6句的答案,做到 (1)叫出模型、(2)定义它、(3)把它每一部分应用到品牌 上、(4)给出一个具体例子。这恰恰是简答题批卷人所 奖励的 -- 而且它是闭卷,所以这一切都必须来自记 忆。 AskSia Library · MKTG3506 · 双语 Bilingual CONTENTS CONTENTS The whole course, in one ordered book 整门课,汇成一本有序的书 Twelve teaching weeks -> one framework toolkit 十二个教学周→一套框架工具箱 TL;DR. The book follows the course's arc - foundations and the marketplace (W1-2), getting found and planning (W3-5), experience & communications (W6-8), then social, content and measurement (W9-12) - before turning it into marks with the glossary, practice bank and exam-morning decoder. 太长不看。本书遵循课程的脉络 -- 基础与市场(W1-2)、被找到与做规划(W3-5)、体验与传播(W6-8),然后是社交、内容与 度量(W9-12) -- 之后再用术语表、练习题库与考试当天的解码器把它转化为分数。 Ch Topic Core frameworks Foundations & the marketplace . Weeks 1-2 1 Introducing digital marketing definition . the 5Ds · integration . APIs → 2 The online marketplace PESTLE . Porter's 5 Forces . benchmarking → Getting found & planning . Weeks 3-5 3 Search: SEM & SEO SERP . PPC / Quality Score . the 3 SEO pillars . the audit → 4 Digital marketing strategy RACE . SOSTAC . STP . personas . the 5Ss → Experience, mix & communications . Weeks 6-8 5 Digital & the marketing mix the 7Ps with a digital twist . the pandemic pivot → 6 Digital customer experience the customer journey . touchpoints . omnichannel

• 最关键一句：

  • “掌握 framework set，你就握住整门课的钥匙。” 这不是我夸张，是文件原意。[3]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfYou're sitting the exam or writing an assignment. In the exam, run the name-the- framework decoder (Ch 14) on every short-essay prompt. In the SEO audit and the marketing plan, follow the same frameworks - situation analysis, RACE, the content audit method - this book maps to all three. 你正在应考或写作业。在考试中, 对每一道简答题运行“叫出框架” 解码器(第14章)。在SEO审计和 营销计划中,遵循同样的框架 情境分析、RACE、内容审计方 法 -- 这本书与这三者都对得 上。 AskSia Library · MKTG3506 · 双语 Bilingual ! Read this first: the assessment shape, and the closed-book rule 先读这一段:评估的形态,以及闭卷规则 MKTG3506 is assessed by three pieces: a 30% SEO Content Audit (individual report), a 30% Digital Marketing Strategy (team report + industry-report presentation with infographics), and a 40% final exam. The final is in- person, invigilated and CLOSED BOOK - 120 minutes + 10 minutes planning, paper-based, written as short essays. Because it is closed book, you cannot bring this book or any notes in - its job is to get the frameworks into your head before you walk in. Always confirm the current weights, dates and exam conditions on your own course profile, as details shift between cohorts. MKTG3506由三项考核:一项占30%的SEO内容审计(个人报告)、一项占30%的数字营销策略(团队报告+配信息图的行 业报告展示),以及一场占40%的期末考试。期末是线下、有监考且闭卷的 -- 120分钟+10分钟规划,纸笔作答,以简答题 写成。因为它是闭卷的,你不能把这本书或任何笔记带进考场 -- 它的任务是在你走进考场之前把框架装进你脑子里。务 必在你自己的课程大纲上确认当前的权重、日期与考试条件,因为各届细节会有变动。 i How this book was built 这本书是怎么搭建出来的 The framework canon here is standard, published marketing theory - Chaffey & Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice and the Smart Insights models (RACE, the 5Ds), plus Kotler's mix, Porter's forces and PESTLE - mapped onto this course's own 12-week schedule and its released short-essay prompts. Standard frameworks are stated plainly; the exam prompts are paraphrased and all worked numbers are AskSia- invented. Verify weights and conditions on your course profile. 这里的框架经典都是标准的、已出版的营销理论 -- Chaffey & Ellis-Chadwick, 《Digital Marketing: Strategy, Implementation and Practice》与Smart Insights的各模型(RACE、5Ds),外加Kotler的营销组合、Porter的五力与 PESTLE -- 映射到本课程自己的12周日程及其已公开的简答题上。标准框架以平实方式陈述;考试题目经过改写,所有算 过的数字都由AskSia虚构。请在你的课程大纲上核实权重与条件。 AskSia Library · MKTG3506 · 双语 Bilingual THE BLUEPRINT - THE EXAM BLUEPRINT 40% EXAM . 30% SEO AUDIT . 30% DM PLAN Where every mark lives 每一分都在这里 One 40% closed-book final, two 30% assignments - all driven by the same framework toolkit 一场占 40% 的闭卷期末,两份占 30% 的作业 -- 全部由同一套框架工具箱驱动 TL;DR. Forty percent is a closed-book short-essay final whose make-or-break skill is "name the right framework and apply it" to the brand in the prompt. We hold the 11 released exam-style prompts - every one maps to a single named framework in this book. Master the framework set and you hold the keys to the whole course. 太长不看。有 40% 是一场闭卷简答题期末,其成败关键技能是“点名正确的框架并把它应用“到prompt里的那个品牌上。我们 手握已公布的11道考试风格 prompt -- 每一道都映射到本书中某个被点名的单一框架。掌握这套框架,你就握住了整门课的 钥匙。 40% FINAL EXAM (CLOSED BOOK) 期末考试(闭卷) 30% SEO CONTENT AUDIT SEO内容审计 30% DIGITAL MARKETING PLAN 数字营销计划 11 RELEASED PROMPTS DECODED 已公布题目解码 The three assessment pieces 三份评估组件 Component Weight When Format

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3）Final 最核心的答题模板：你必须背熟到机械反应

四步答题结构

• Step 1：NAME
  • 第一行先点名这是什么框架题
  • 例如：
    • “This prompt is best answered with the PESTLE framework.”
    • “This is a RACE strategy question.”
• Step 2：DEFINE
  • 用一句话定义这个框架是什么、干什么的
• Step 3：APPLY
  • 把框架的每一部分都应用到题目给的品牌
  • 不是抽象谈 marketing
  • 大部分分数在这里
• Step 4：EXAMPLE
  • 用一个具体的渠道 / touchpoint / tactic / brand action 收尾 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

你可以直接背的中文答题骨架

• 点名：
  • “这道题最适合用 ___ framework 来回答。”
• 定义：
  • “___ 是一个用来分析 / 规划 ___ 的框架。”
• 应用：
  • “对这个品牌来说，第一部分是……；第二部分是……；第三部分是……”
• 例子：
  • “例如，这个品牌可以通过 ___ 来实现 ___。”

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4）这门课的最高优先级：先把“会被点名的框架”背下来

下面我按当前文件给你拆。

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5）RACE：全课最重要的策略骨架之一

• 文件直接说：
  • 如果你只能凭记忆复现一张图，就优先 RACE。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[13]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 5进考场前,先把这些凭记忆默画出来 AskSia Library · MKTG3506 · 双语 Bilingual FIG 13. 1 maps to the customer lifecycle AWARENESS → INTEREST → PURCHASE → LOYALTY → ADVOCACY REACH ACT CONVERT ENGAGE Build awareness & drive visits to your owned media Encourage interaction & leads engage on-site / on-platform Turn prospects into sales online & offline purchase Build loyalty & advocacy repeat, refer, retain KPI Unique visitors KPL Leads / dwell time Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage builds on PLAN-+ REACH-+ ACT-+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage If you can reproduce only one diagram from memory, make it this: PLAN - Reach - Act - Convert -

RACE 是什么

• 一个 full-funnel digital plan / customer lifecycle framework：
  • Plan → Reach → Act → Convert → Engage [7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.[13]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 5进考场前,先把这些凭记忆默画出来 AskSia Library · MKTG3506 · 双语 Bilingual FIG 13. 1 maps to the customer lifecycle AWARENESS → INTEREST → PURCHASE → LOYALTY → ADVOCACY REACH ACT CONVERT ENGAGE Build awareness & drive visits to your owned media Encourage interaction & leads engage on-site / on-platform Turn prospects into sales online & offline purchase Build loyalty & advocacy repeat, refer, retain KPI Unique visitors KPL Leads / dwell time Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage builds on PLAN-+ REACH-+ ACT-+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage If you can reproduce only one diagram from memory, make it this: PLAN - Reach - Act - Convert -

每一阶段的含义

• Plan

  • 先定策略：目标、受众、渠道、KPI dashboard
  • 是所有后面阶段的基础 [12]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf4. 4 Each stage: goal - KPI - tactic 4. 4每个阶段:目标→ KPI→ 战术 The exam rewards knowing, for every stage, what you are trying to do, how you measure it, and one tactic that delivers it - and how the stage maps to the funnel, the lifecycle and PESO media. AskSia Library · MKTG3506 · 双语 Bilingual 考试奖励你对每一个阶段都知道你想做什么、你如何度量它,以及交付它的一个战术 -- 还有该阶段如何映射到漏斗、生命周 期与 PESO 媒体。 Stage Goal KPI (measure) Sample tactic PESO / funnel Plan Set the strategy: 5Ss goals, situation, segments, KPIs, dashboard - (the foundation) Build the audience & KPI dashboard all media · pre- funnel Reach Build awareness & drive visits / fans / followers Unique visitors, reach, share of search, impressions SEO + paid search + social ads Paid + Earned · TOFU Act Encourage interactions & lead capture on site / social Leads, bounce rate, dwell time, pages/visit, email sign-ups Lead-magnet + on- site CTAS Owned . MOFU Convert Turn prospects into customers - the sale (on/offline) Conversion rate, sales, revenue, CPA, ROAS Retargeting + checkout CRO[13]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 5进考场前,先把这些凭记忆默画出来 AskSia Library · MKTG3506 · 双语 Bilingual FIG 13. 1 maps to the customer lifecycle AWARENESS → INTEREST → PURCHASE → LOYALTY → ADVOCACY REACH ACT CONVERT ENGAGE Build awareness & drive visits to your owned media Encourage interaction & leads engage on-site / on-platform Turn prospects into sales online & offline purchase Build loyalty & advocacy repeat, refer, retain KPI Unique visitors KPL Leads / dwell time Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage builds on PLAN-+ REACH-+ ACT-+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage If you can reproduce only one diagram from memory, make it this: PLAN - Reach - Act - Convert -

• Reach

  • 目标：提升认知、带来访问量
  • 常见指标：
    • unique visitors
    • reach
    • share of search
    • impressions
  • 常见战术：
    • SEO
    • paid search
    • social ads [12]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf4. 4 Each stage: goal - KPI - tactic 4. 4每个阶段:目标→ KPI→ 战术 The exam rewards knowing, for every stage, what you are trying to do, how you measure it, and one tactic that delivers it - and how the stage maps to the funnel, the lifecycle and PESO media. AskSia Library · MKTG3506 · 双语 Bilingual 考试奖励你对每一个阶段都知道你想做什么、你如何度量它,以及交付它的一个战术 -- 还有该阶段如何映射到漏斗、生命周 期与 PESO 媒体。 Stage Goal KPI (measure) Sample tactic PESO / funnel Plan Set the strategy: 5Ss goals, situation, segments, KPIs, dashboard - (the foundation) Build the audience & KPI dashboard all media · pre- funnel Reach Build awareness & drive visits / fans / followers Unique visitors, reach, share of search, impressions SEO + paid search + social ads Paid + Earned · TOFU Act Encourage interactions & lead capture on site / social Leads, bounce rate, dwell time, pages/visit, email sign-ups Lead-magnet + on- site CTAS Owned . MOFU Convert Turn prospects into customers - the sale (on/offline) Conversion rate, sales, revenue, CPA, ROAS Retargeting + checkout CRO

• Act

  • 目标：促进互动、lead capture
  • 常见指标：
    • leads
    • bounce rate
    • dwell time
    • pages/visit
    • email sign-ups
  • 常见战术：
    • lead magnet
    • on-site CTAs [12]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf4. 4 Each stage: goal - KPI - tactic 4. 4每个阶段:目标→ KPI→ 战术 The exam rewards knowing, for every stage, what you are trying to do, how you measure it, and one tactic that delivers it - and how the stage maps to the funnel, the lifecycle and PESO media. AskSia Library · MKTG3506 · 双语 Bilingual 考试奖励你对每一个阶段都知道你想做什么、你如何度量它,以及交付它的一个战术 -- 还有该阶段如何映射到漏斗、生命周 期与 PESO 媒体。 Stage Goal KPI (measure) Sample tactic PESO / funnel Plan Set the strategy: 5Ss goals, situation, segments, KPIs, dashboard - (the foundation) Build the audience & KPI dashboard all media · pre- funnel Reach Build awareness & drive visits / fans / followers Unique visitors, reach, share of search, impressions SEO + paid search + social ads Paid + Earned · TOFU Act Encourage interactions & lead capture on site / social Leads, bounce rate, dwell time, pages/visit, email sign-ups Lead-magnet + on- site CTAS Owned . MOFU Convert Turn prospects into customers - the sale (on/offline) Conversion rate, sales, revenue, CPA, ROAS Retargeting + checkout CRO

• Convert

  • 目标：把潜在客户变成购买
  • 常见指标：
    • conversion rate
    • sales
    • revenue
    • CPA
    • ROAS
  • 常见战术：
    • retargeting
    • checkout CRO [12]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf4. 4 Each stage: goal - KPI - tactic 4. 4每个阶段:目标→ KPI→ 战术 The exam rewards knowing, for every stage, what you are trying to do, how you measure it, and one tactic that delivers it - and how the stage maps to the funnel, the lifecycle and PESO media. AskSia Library · MKTG3506 · 双语 Bilingual 考试奖励你对每一个阶段都知道你想做什么、你如何度量它,以及交付它的一个战术 -- 还有该阶段如何映射到漏斗、生命周 期与 PESO 媒体。 Stage Goal KPI (measure) Sample tactic PESO / funnel Plan Set the strategy: 5Ss goals, situation, segments, KPIs, dashboard - (the foundation) Build the audience & KPI dashboard all media · pre- funnel Reach Build awareness & drive visits / fans / followers Unique visitors, reach, share of search, impressions SEO + paid search + social ads Paid + Earned · TOFU Act Encourage interactions & lead capture on site / social Leads, bounce rate, dwell time, pages/visit, email sign-ups Lead-magnet + on- site CTAS Owned . MOFU Convert Turn prospects into customers - the sale (on/offline) Conversion rate, sales, revenue, CPA, ROAS Retargeting + checkout CRO

• Engage

  • 目标：提升 loyalty / advocacy / repeat
  • 常见指标：
    • repeat
    • NPS
    • CLV
  • 常见战术：
    • email
    • community
    • CRM [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[13]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 5进考场前,先把这些凭记忆默画出来 AskSia Library · MKTG3506 · 双语 Bilingual FIG 13. 1 maps to the customer lifecycle AWARENESS → INTEREST → PURCHASE → LOYALTY → ADVOCACY REACH ACT CONVERT ENGAGE Build awareness & drive visits to your owned media Encourage interaction & leads engage on-site / on-platform Turn prospects into sales online & offline purchase Build loyalty & advocacy repeat, refer, retain KPI Unique visitors KPL Leads / dwell time Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage builds on PLAN-+ REACH-+ ACT-+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage If you can reproduce only one diagram from memory, make it this: PLAN - Reach - Act - Convert -

RACE 必背 KPI 映射

• 文件给得很明确：
  • Reach：impressions, reach, SOV
  • Act：CTR, leads, dwell
  • Convert：CVR, CPA, ROAS
  • Engage：repeat, CLV, NPS [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes

RACE 最常见题型

• “plan a strategy”
• “which metrics would you use”
• “how would you structure a digital plan”
• “how would you map tactics/KPIs across the customer lifecycle” [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

RACE 最常见失误

• 把 Act 和 Convert 搞混
  • 文件明确提醒：
    • Act = interaction / leads
    • Convert = sale
  • 这很容易丢分 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

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6）PESTLE：宏观环境分析，超高频

PESTLE 是什么

• 用来分析 macro forces 的框架 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

你必须记住

• 题目出现：
  • “macro forces”
  • “external environment”
  • “broader environment”
• 你就应该想到 PESTLE [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

考试怎么写

• 先点名：
  • “This is a PESTLE question.”
• 再定义：
  • “PESTLE is a macro-environment framework used to assess external forces affecting a brand.”
• 再按六部分应用到品牌

当前材料支持到哪一步

• 当前检索片段明确支持：
  • PESTLE = macro
  • 它是要能“列出六种力量”的框架
  • 要能凭记忆画出来
  • 并且每一种要联系 digital strategy implication [1]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSEMESTER 1 . 2026 $ RACE THE COMPLETE EXAM BIBLE Digital Marketing & Social Media 数字营销与社交媒体 EVERY FRAMEWORK THE SHORT-ESSAY EXAM CAN NAME - DRAWN, WORKED, AND READY TO APPLY. 每一个闭卷考试会点名的框架 -- 画出来,直接套用。 MKTG3506 . THE UNIVERSITY OF QUEENSLAND 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 An undergraduate study companion built around this course's own spine: the twelve-week framework sequence (RACE . PESTLE . Porter . PESO . STP . 7Ps . the customer journey) and the make-or-break exam skill - name the right framework and apply it to the brand in the prompt. That same toolkit drives the 40% closed-book final, the 30% SEO content audit and the 30% digital marketing plan, so one book powers all three. Exam Bible . AskSia Independent study companion, not affiliated with or endorsed by the University of Queensland. Corrections: takedowns@asksia. ai PREFACE HOW TO USE THIS BOOK One book, three moments 一本书,三个时刻 Wherever you are in the semester, start here 无论你身处学期哪一阶段,都从这里开始 TL;DR. This is not a copy of Chaffey or the lecture slides. It is a self-contained map of every framework MKTG3506 runs on - each defined plainly, drawn as an original diagram, worked on neutral numbers, and tied to the exam's signature move: name the framework, then apply it to the brand the prompt hands you. The same pages serve you three ways across the twelve teaching weeks. 太长不看。这不是 Chaffey 或讲义幻灯片的翻版。它是MKTG3506 所依赖的每一个框架的一张自成体系的地图 -- 每个框 架都朴素地下了定义、绘制成原创图示、用中性数据演算过,并绑定到考试的标志性动作:先点名框架,再把它应用到 prompt 交 给你的那个品牌上。同样这几页,在十二个教学周里以三种方式服务于你。 A 1 . LEARN 1· 学习 You haven't done the week's reading yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, lands an original framework diagram, then a worked example. You can meet a model here cold - RACE, PESTLE, the customer journey, PESO - before the lecture. 你本周的阅读还没做。把一章从 头读到尾。每个概念都以一段大 白话定义开场,落下一幅原创框架 图,然后是一个范例。你可以在这 里第一次接触一个模型- RACE、PESTLE、客户旅程、 PESO -- 抢在讲课之前。 B 2 . REVISE 2 · 复习 You've done the week. Use the diagrams + recall checklists to self-test: can you draw RACE from memory, list the six PESTLE forces, split a brand's media into paid/owned/earned? Each chapter ends with the exam- move recap for that topic. 你已经学完本周。用图示+回忆 清单来自测:你能凭记忆画出 RACE吗、列出PESTLE的六种力 量、把一个品牌的媒体拆成付费/ 自有/赢得吗?每章结尾都有该主 题的应试动作回顾。 - C 3 . APPLY 3 · 应用[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.
• 但当前摘录 没有完整展开六个字母各自定义，所以这一部分我不能假装文件已经全部给出。
• 不过你至少要明确：
  • 考试里它负责回答 宏观环境
  • 不能和 Porter 混 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

PESTLE 最大坑

• PESTLE 和 Porter 混淆
  • 文件反复强调：
    • PESTLE = macro
    • Porter = micro [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

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7）Porter’s 5 Forces：微观环境分析

它考什么

• 文件明确写：
  • 如果题目在问：
    • “micro-environment”
    • “set up online / micro-environment”
  • 这类 cue 通常对应 Porter’s 5 Forces [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

你必须记住的定位

• Porter = micro
• PESTLE = macro
• 这是本课最经典的对照点之一 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

复习重点

• 你至少要做到：
  • 一看到 micro-environment 就能秒反应是 Porter
  • 能画出 “competition in the centre + surrounding pressures” 的结构 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

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8）PESO：媒体分类题一定要会

PESO 是什么

• 用来拆媒体类型：
  • Paid / Owned / Earned
• 当前摘录也多次强调这个分类逻辑 [1]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSEMESTER 1 . 2026 $ RACE THE COMPLETE EXAM BIBLE Digital Marketing & Social Media 数字营销与社交媒体 EVERY FRAMEWORK THE SHORT-ESSAY EXAM CAN NAME - DRAWN, WORKED, AND READY TO APPLY. 每一个闭卷考试会点名的框架 -- 画出来,直接套用。 MKTG3506 . THE UNIVERSITY OF QUEENSLAND 中英双语版 · BILINGUAL EDITION 英文主讲,中文随行 一 考试要点与术语保留英文原词 An undergraduate study companion built around this course's own spine: the twelve-week framework sequence (RACE . PESTLE . Porter . PESO . STP . 7Ps . the customer journey) and the make-or-break exam skill - name the right framework and apply it to the brand in the prompt. That same toolkit drives the 40% closed-book final, the 30% SEO content audit and the 30% digital marketing plan, so one book powers all three. Exam Bible . AskSia Independent study companion, not affiliated with or endorsed by the University of Queensland. Corrections: takedowns@asksia. ai PREFACE HOW TO USE THIS BOOK One book, three moments 一本书,三个时刻 Wherever you are in the semester, start here 无论你身处学期哪一阶段,都从这里开始 TL;DR. This is not a copy of Chaffey or the lecture slides. It is a self-contained map of every framework MKTG3506 runs on - each defined plainly, drawn as an original diagram, worked on neutral numbers, and tied to the exam's signature move: name the framework, then apply it to the brand the prompt hands you. The same pages serve you three ways across the twelve teaching weeks. 太长不看。这不是 Chaffey 或讲义幻灯片的翻版。它是MKTG3506 所依赖的每一个框架的一张自成体系的地图 -- 每个框 架都朴素地下了定义、绘制成原创图示、用中性数据演算过,并绑定到考试的标志性动作:先点名框架,再把它应用到 prompt 交 给你的那个品牌上。同样这几页,在十二个教学周里以三种方式服务于你。 A 1 . LEARN 1· 学习 You haven't done the week's reading yet. Read a chapter top to bottom. Each concept opens with a plain-English definition, lands an original framework diagram, then a worked example. You can meet a model here cold - RACE, PESTLE, the customer journey, PESO - before the lecture. 你本周的阅读还没做。把一章从 头读到尾。每个概念都以一段大 白话定义开场,落下一幅原创框架 图,然后是一个范例。你可以在这 里第一次接触一个模型- RACE、PESTLE、客户旅程、 PESO -- 抢在讲课之前。 B 2 . REVISE 2 · 复习 You've done the week. Use the diagrams + recall checklists to self-test: can you draw RACE from memory, list the six PESTLE forces, split a brand's media into paid/owned/earned? Each chapter ends with the exam- move recap for that topic. 你已经学完本周。用图示+回忆 清单来自测:你能凭记忆画出 RACE吗、列出PESTLE的六种力 量、把一个品牌的媒体拆成付费/ 自有/赢得吗?每章结尾都有该主 题的应试动作回顾。 - C 3 . APPLY 3 · 应用[4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

你必须会的分类

• boosted post = paid
• brand’s own post = owned
• customer’s post = earned [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

两条非常重要的 ladder

• 文件提到：
  • trust ladder
  • control ladder
• 还明确给出排序逻辑：
  • trust：earned > owned > paid
  • control：owned > paid > earned [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

PESO 最常见题型

• 题目出现：
  • “paid / owned / earned”
  • “integrated channel mix”
  • “media mix”
  • “which media type”
• 就要想到 PESO [7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

最大坑

• 分类错
  • 这是文件明确点名的高频失误 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

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9）Customer Journey：客户旅程 / touchpoints / omnichannel

它考什么

• 题目出现：
  • “customer journey”
  • “touchpoints”
  • “omnichannel”
• 就应想到 journey map [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.[8]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf练习凭记忆画出每个框架,并写一段4-6句的答案,做到 (1)叫出模型、(2)定义它、(3)把它每一部分应用到品牌 上、(4)给出一个具体例子。这恰恰是简答题批卷人所 奖励的 -- 而且它是闭卷,所以这一切都必须来自记 忆。 AskSia Library · MKTG3506 · 双语 Bilingual CONTENTS CONTENTS The whole course, in one ordered book 整门课,汇成一本有序的书 Twelve teaching weeks -> one framework toolkit 十二个教学周→一套框架工具箱 TL;DR. The book follows the course's arc - foundations and the marketplace (W1-2), getting found and planning (W3-5), experience & communications (W6-8), then social, content and measurement (W9-12) - before turning it into marks with the glossary, practice bank and exam-morning decoder. 太长不看。本书遵循课程的脉络 -- 基础与市场(W1-2)、被找到与做规划(W3-5)、体验与传播(W6-8),然后是社交、内容与 度量(W9-12) -- 之后再用术语表、练习题库与考试当天的解码器把它转化为分数。 Ch Topic Core frameworks Foundations & the marketplace . Weeks 1-2 1 Introducing digital marketing definition . the 5Ds · integration . APIs → 2 The online marketplace PESTLE . Porter's 5 Forces . benchmarking → Getting found & planning . Weeks 3-5 3 Search: SEM & SEO SERP . PPC / Quality Score . the 3 SEO pillars . the audit → 4 Digital marketing strategy RACE . SOSTAC . STP . personas . the 5Ss → Experience, mix & communications . Weeks 6-8 5 Digital & the marketing mix the 7Ps with a digital twist . the pandemic pivot → 6 Digital customer experience the customer journey . touchpoints . omnichannel

你要会写什么

• 阶段沿顶部排列
• 各阶段下面对应 touchpoints
• 重点在 integration，不是零散列点 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

复习重点

• 不只是背“用户看见-购买-复购”
• 而是要会：
  • 把品牌接触点按 journey 排开
  • 说明每一阶段发生什么
  • 强调渠道整合

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10）7Ps：marketing mix 题的核心

题目 cue

• 题目出现：
  • “marketing mix”
  • “pick 5 of the 7Ps”
• 就应想到 7Ps [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.[8]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf练习凭记忆画出每个框架,并写一段4-6句的答案,做到 (1)叫出模型、(2)定义它、(3)把它每一部分应用到品牌 上、(4)给出一个具体例子。这恰恰是简答题批卷人所 奖励的 -- 而且它是闭卷,所以这一切都必须来自记 忆。 AskSia Library · MKTG3506 · 双语 Bilingual CONTENTS CONTENTS The whole course, in one ordered book 整门课,汇成一本有序的书 Twelve teaching weeks -> one framework toolkit 十二个教学周→一套框架工具箱 TL;DR. The book follows the course's arc - foundations and the marketplace (W1-2), getting found and planning (W3-5), experience & communications (W6-8), then social, content and measurement (W9-12) - before turning it into marks with the glossary, practice bank and exam-morning decoder. 太长不看。本书遵循课程的脉络 -- 基础与市场(W1-2)、被找到与做规划(W3-5)、体验与传播(W6-8),然后是社交、内容与 度量(W9-12) -- 之后再用术语表、练习题库与考试当天的解码器把它转化为分数。 Ch Topic Core frameworks Foundations & the marketplace . Weeks 1-2 1 Introducing digital marketing definition . the 5Ds · integration . APIs → 2 The online marketplace PESTLE . Porter's 5 Forces . benchmarking → Getting found & planning . Weeks 3-5 3 Search: SEM & SEO SERP . PPC / Quality Score . the 3 SEO pillars . the audit → 4 Digital marketing strategy RACE . SOSTAC . STP . personas . the 5Ss → Experience, mix & communications . Weeks 6-8 5 Digital & the marketing mix the 7Ps with a digital twist . the pandemic pivot → 6 Digital customer experience the customer journey . touchpoints . omnichannel

文件特别提醒

• 如果题目说：
  • pick 5
• 那你就只写 五个
• 不要乱扩展 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。

复习重点

• 这是典型的“按题目要求精确响应”的题
• 不是写越多越好
• 而是：
  • 点名框架
  • 定义
  • 选题目要求的数量
  • 每一点都应用到指定品牌 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

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11）STP / personas / segmentation：策略规划常见组件

当前文件支持到什么程度

• 在 course arc 里明确出现：
  • STP
  • personas
  • segmentation bases [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[8]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf练习凭记忆画出每个框架,并写一段4-6句的答案,做到 (1)叫出模型、(2)定义它、(3)把它每一部分应用到品牌 上、(4)给出一个具体例子。这恰恰是简答题批卷人所 奖励的 -- 而且它是闭卷,所以这一切都必须来自记 忆。 AskSia Library · MKTG3506 · 双语 Bilingual CONTENTS CONTENTS The whole course, in one ordered book 整门课,汇成一本有序的书 Twelve teaching weeks -> one framework toolkit 十二个教学周→一套框架工具箱 TL;DR. The book follows the course's arc - foundations and the marketplace (W1-2), getting found and planning (W3-5), experience & communications (W6-8), then social, content and measurement (W9-12) - before turning it into marks with the glossary, practice bank and exam-morning decoder. 太长不看。本书遵循课程的脉络 -- 基础与市场(W1-2)、被找到与做规划(W3-5)、体验与传播(W6-8),然后是社交、内容与 度量(W9-12) -- 之后再用术语表、练习题库与考试当天的解码器把它转化为分数。 Ch Topic Core frameworks Foundations & the marketplace . Weeks 1-2 1 Introducing digital marketing definition . the 5Ds · integration . APIs → 2 The online marketplace PESTLE . Porter's 5 Forces . benchmarking → Getting found & planning . Weeks 3-5 3 Search: SEM & SEO SERP . PPC / Quality Score . the 3 SEO pillars . the audit → 4 Digital marketing strategy RACE . SOSTAC . STP . personas . the 5Ss → Experience, mix & communications . Weeks 6-8 5 Digital & the marketing mix the 7Ps with a digital twist . the pandemic pivot → 6 Digital customer experience the customer journey . touchpoints . omnichannel

你该知道的定位

• 这些通常归在 strategy / audience planning 这部分
• 特别是 campaign planning 和 digital marketing strategy 场景里很重要 [8]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf练习凭记忆画出每个框架,并写一段4-6句的答案,做到 (1)叫出模型、(2)定义它、(3)把它每一部分应用到品牌 上、(4)给出一个具体例子。这恰恰是简答题批卷人所 奖励的 -- 而且它是闭卷,所以这一切都必须来自记 忆。 AskSia Library · MKTG3506 · 双语 Bilingual CONTENTS CONTENTS The whole course, in one ordered book 整门课,汇成一本有序的书 Twelve teaching weeks -> one framework toolkit 十二个教学周→一套框架工具箱 TL;DR. The book follows the course's arc - foundations and the marketplace (W1-2), getting found and planning (W3-5), experience & communications (W6-8), then social, content and measurement (W9-12) - before turning it into marks with the glossary, practice bank and exam-morning decoder. 太长不看。本书遵循课程的脉络 -- 基础与市场(W1-2)、被找到与做规划(W3-5)、体验与传播(W6-8),然后是社交、内容与 度量(W9-12) -- 之后再用术语表、练习题库与考试当天的解码器把它转化为分数。 Ch Topic Core frameworks Foundations & the marketplace . Weeks 1-2 1 Introducing digital marketing definition . the 5Ds · integration . APIs → 2 The online marketplace PESTLE . Porter's 5 Forces . benchmarking → Getting found & planning . Weeks 3-5 3 Search: SEM & SEO SERP . PPC / Quality Score . the 3 SEO pillars . the audit → 4 Digital marketing strategy RACE . SOSTAC . STP . personas . the 5Ss → Experience, mix & communications . Weeks 6-8 5 Digital & the marketing mix the 7Ps with a digital twist . the pandemic pivot → 6 Digital customer experience the customer journey . touchpoints . omnichannel[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

考法提示

• 如果题目问：
  • audience
  • segment
  • personas
  • planning a strategy
• 很可能会跟 STP/RACE 连起来考 [7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

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12）Search：SEM / SEO 是高频硬知识区

这是你必须认真背的一块。

先背最基本区分

• SEM 不是 SEO 的同义词 [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词
• 文件明确要求你能区分：
  • SEM = paid
  • SEO = organic [6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.[14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

SERP 必会

• 文件说考试可能给你一个空白 SERP，让你标：
  • 哪个是 paid
  • 哪个是 organic
  • 各自怎么获得 [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

SERP 结构要点

• 现代 SERP 可能包括：
  • sponsored ads
  • AI overview / featured snippet
  • local map pack
  • organic blue links
  • shopping carousel
  • People Also Ask [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

核心结论

• Paid = you buy placement
• Organic = you earn it through SEO
• 两者在抢同一批 eyeballs [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

Search 部分考试要求

• 你要准备好：
  • 区分 SEM vs SEO
  • 计算 Ad Rank
  • 解释为什么 Quality Score 比单纯 bid 更重要
  • 说出 Quality Score components
  • 记住 PPC metrics：
    • CTR
    • CPC
    • CPA
    • ROAS
    • impression share [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

但注意

• 当前摘录里提到了这些考点，
• 但没有完整展开 Ad Rank 公式和 Quality Score 组成细节
• 所以我现在只能告诉你：
  • 这些是明确可考点
  • 你一定要回文件对应页面把公式/构成背下来 [14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

---

13）Metrics / Measurement：Final 后半壁江山

这一块很重要，文件给的信息很多。

先记住：不要只会背虚荣指标

• 文件明确区分：
  • vanity metrics
  • actionable metrics
• 例子：
  • 粉丝数、点赞数看起来好看，但不一定真正跟业务挂钩
  • 更有用的是：
    • engagement rate
    • CTR
    • conversion rate
    • CLV
    • share of voice / share of search [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.[9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

核心公式区

你说你要“公式”，那这几条是当前文件明确给出的高频公式：

• 曝光 × CTR = 点击
• 点击 × CVR = 转化
• CPA = 花费 ÷ 转化
• ROAS = 收入 ÷ 花费
• ROI ≠ ROAS
  • ROAS 用 revenue
  • ROI 用 profit
  • $$ROI=\frac{gain-cost}{cost}$$
  • 文件用文字强调两者不要混 [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文

Attribution 归因模型

• 文件列出：
  • last-click
  • first-click
  • linear
  • time-decay
  • U-shaped
  • data-driven [9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文

你必须会写的观点

• last-click is not the whole truth
• 因为它会 misallocate budget [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

Benchmarking

• 文件给了很重要的定义方向：
  • benchmark 不是“看看竞争对手就行”
  • 而是：
    • continuous
    • criteria-based
    • against a defined competitive set
    • repeated over time [9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

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14）Campaign Planning：考试很喜欢的流程题

固定 planning chain

文件给了非常清楚的一条链：

• objective (SMART / RACE)
• audience
• big idea
• integrated channel mix (PESO)
• message
• budget
• KPIs
• launch
• optimise
• report [9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

这条链怎么考

• 题目问 campaign / brief / strategy / planning 时，
• 你就要顺着这个链写
• 文件明确说：
  • brief 是主干
  • 每一环约束下一环
  • 跳环就会导致计划漂移 [11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

Objective 怎么写

• 要写成 SMART
• 并且 钉在某个 RACE stage 上
• 因为这样你才知道该用什么 KPI 去证明 [11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

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15）你现在最需要背的“考试清单”

A. 六个必须能默画的图

• 文件明确点名要从记忆中画出的核心图包括：
  • RACE
  • PESTLE wheel
  • Porter cross
  • PESO Venn
  • customer journey map
  • influencer pyramid [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

B. 按首字母必须能展开的模型

• 5Ds
• PESO
• RACE
• SOSTAC
• STP
• PESTLE
• 7Ps
• IMC [6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.

C. 术语对比必须分清

• SEM vs SEO
• reach vs impressions
• CPA vs CPM vs CPC
• ROAS vs ROI
• vanity vs actionable metrics [6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.[9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文

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16）最容易偷偷丢分的错误

文件直接总结了几类高频失误，我帮你整理成最该背的错题单：

• 错 1：Macro / micro 搞混

  • PESTLE 是 macro
  • Porter 是 micro [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

• 错 2：只列框架，不应用到品牌

  • 这是非常严重的失误
  • 因为大部分分数在应用 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

• 错 3：RACE 阶段混淆

  • Act 不是 sale
  • Convert 才是成交 [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

• 错 4：PESO 分类错误

  • boosted post = paid
  • brand post = owned
  • customer post = earned [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

• 错 5：定义了框架，但没有具体例子

  • 文件明确说：always land the example [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

• 错 6：把篇幅当分数

  • 阅卷老师奖励的是结构，不是长篇大论
  • 4–6 句紧凑答案 > 一整页散文 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

• 错 7：按页面写，不按时间写

  • 时间到就 move on
  • 半道第五题 > 完美第四题 + 空白第五题 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

---

17）Final 当天最实用的作答策略

前 10 分钟 planning 怎么用

• 先读所有题
• 在每题旁边写：
  • framework name
  • 3–4 个 bullet cues
• 文件说这是整场考试 杠杆最高的时间 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

每题时间

• 大概 15–18 分钟/题 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

作答顺序

• 先做最有把握的题，先拿稳分数 [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

最后检查

• 最后 5–8 分钟：
  • 补漏
  • 检查是否每题都点名 framework
  • 检查是否每题都有 brand example [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

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18）如果你现在时间很少，优先级这样排

第一优先级：先背“框架识别”

• cue → framework 对应关系：
  • macro forces → PESTLE
  • micro-environment → Porter
  • paid/owned/earned → PESO
  • customer journey/touchpoints → journey map
  • plan a strategy → RACE / SOSTAC
  • marketing mix → 7Ps
  • influencer → tier pyramid + 3Rs [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[7]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfKPL Leads / dwell time KP Conversion / revenue KPI Repeat / NPS / CLV SEO . ads - social . PR content - UX . CTAS retargeting . CRO email . community - CRM PLAN Set goals, segment audiences, choose channels - strategy comes FIRST the foundation every RACE stage bunds on PLAN -+ REACH-+ ACT -+ CONVERT-+ ENGAGE - a full-funnel digital plan, stage by stage The course's engine in one picture: Plan - Reach - Act - Convert - Engage - the customer- journey lifecycle that nearly every strategy prompt expects you to structure your answer around. Learn to draw it from memory. 本课程的引擎一图蔽之:Plan → Reach → Act → Convert → Engage -- 这就是客户旅程(customer journey)生命周期,几乎每道策略题都期望你围绕它来 组织答案。学会凭记忆把它画出来。 AskSia Library . MKTG3506 . XXia Bilingual maps to the customer lifecycle 可考范围 = 为期12 周的框架序列:导论与数字营销五要素 (5Ds)· 微观/宏观环境 · SEM 与 SEO · 策略 (RACE/STP)· 数字营销组合 · 客户体验 · 数字营销传播 (PESO)· 社交与网红 · 内容 · 营销活动策划 · 评估。简答 题形式奖励被点名的框架,应用到 prompt 的品牌上,并附一 个具体例子。 What each piece rewards 每份组件奖励什么 Piece What it rewards Exam (40%) Framework recall + application: read the cue - name the model - apply it to the brand with an example SEO audit (30%) The audit method: inventory - keyword gap - keep/improve/prune - justify every optimisation with data DM plan (30%) The full plan: situation analysis - STP - RACE objectives - channel tactics (PESO) - KPIS ✓ The strategy this dictates 由此推导出的策略 One habit wins the exam: for every prompt, name the framework first. "Macro forces" - PESTLE; "set up online / micro-environment" - Porter's 5 Forces; "paid/owned/earned" - PESO; "customer journey / touchpoints" - journey map; "influencers" - the tier pyramid + 3 Rs; "marketing mix" - the 7Ps; "plan a strategy" - RACE / SOSTAC. Then apply it to the named brand with a concrete example. The decoder in Ch 14 lists every cue. 有一个习惯能赢下考试:对每一道题,先叫出框架的名 字。“宏观力量”→ PESTLE;“上线开展业务/微观环 境”→波特五力;“付费/自有/赢得”→ PESO;“客户旅 程/触点”→旅程地图;“网红”→ 层级金字塔+3 Rs;“营销组合”→ 7P;“规划一份策略”→ RACE / SOSTAC。然后把它应用到点名的品牌上,配一个具体 的例子。第14章的解码器列出了每一个提示。 ★ The single highest-value habit 那个价值最高的单一习惯 Practise drawing each framework from memory and writing a 4-6 sentence answer that (1) names the model, (2) defines it, (3) applies each part to the brand, (4) gives one concrete example. That is exactly what a short-essay marker rewards - and it is closed book, so it must come from memory.

第二优先级：背四步结构

• NAME → DEFINE → APPLY → EXAMPLE [10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

第三优先级：背指标和公式

• CTR, CVR, CPA, ROAS, ROI
• 漏斗算术
• vanity vs actionable
• attribution models [2]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRACE-mapped KPIS + ROAS 1) map KPIs to RACE - Reach (impressions, reach, SOV), Act (CTR, leads, dwell), Convert (CVR, CPA, ROAS), Engage (repeat, CLV, NPS); 2) ROAS = revenue + ad spend, ROI = (gain-cost)+cost - don't mix them; 3) prefer actionable over vanity metrics, and don't treat last-click as the whole truth AskSia Library . MKTG3506 . XXia Bilingual "integrate digital + traditional" (f) ✓ How to read the table under pressure 如何在压力下读这张表 Quotation marks in the left column are cue words - the literal phrasing a prompt is likely to use. In the exam, underline the cue, write the framework name in the margin before you write a sentence, then turn the third column into your paragraph skeleton. Three clean points, each applied to the brand, beats a page of unstructured prose every time. 左列里的引号是提示词(cue words) -- 题目很可能用到的字面措辞。考试时,把提示词划下来,在你写下一句话之前就在 页边写上框架名称,然后把第三列变成你的段落骨架。三个干净利落、每个都应用到品牌上的要点,每次都胜过一整页没有 结构的散文。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - - WEEK 13 . EXAM MORNING WALK IN READY Logistics, timing & the closed-book discipline 考务、时间安排与闭卷纪律 The conditions, a minute-by-minute plan, and what to be able to draw cold 考试条件、逐分钟计划,以及要能凭空默画出来的东西 TL;DR. The final is in-person, invigilated, paper-based and closed book - 120 minutes of writing plus 10 minutes' planning, answered as short essays. There are no notes, no slides, no this book. That makes the discipline simple: budget your minutes, plan before you write, and structure every answer the same way - name, define, apply, example. The frameworks have to come from memory, so the last job before the exam is to be able to draw the core ones cold. 一句话总结。期末是线下、有监考、纸笔作答且闭卷的 -- 120分钟写作外加10分钟规划,以简答题形式作答。没有笔记、没有 幻灯片、也没有这本书。这让纪律变得简单:分配好你的分钟数、动笔前先规划,并让每个答案都用同一种方式来组织 -- 叫 名、定义、应用、举例。框架都得来自记忆,所以考前最后一项工作就是能够不假思索地画出那些核心框架。 ★ The closed-book rule - read this once more 闭卷规则 -- 再读一遍 This exam is CLOSED BOOK. You cannot bring this bible, the slides or any notes into the room. Everything you write must already be in your head, which is the whole reason this book front-loads the diagrams and recall checklists: the frameworks are designed to be drawn and recited from memory, not looked up. Confirm the exact weight, date, duration and conditions on your own course profile - details can shift between cohorts - but plan as if it is closed book, because it is. 这场考试是闭卷。你不能把这本bible、幻灯片或任何笔记带进考场。你写下的一切都必须已经在你脑子里,这正是本书把 图表和回忆清单前置的全部原因:这些框架被设计成可以凭记忆画出并背诵,而不是临场查阅。请在你自己的课程档案上确 认确切的权重、日期、时长和条件 -- 这些细节在不同届学生之间可能变动- 但请就当它是闭卷来准备,因为它就是。 13. 2 The conditions at a glance 13. 2考试条件一览 40% OF THE FINAL GRADE 占最终成绩 120min WRITING TIME 写作时间 10min PLANNING (USE IT) 规划(要用好它) 0 NOTES ALLOWED 允许带笔记 In-person . invigilated . paper-based . short-essay format. The other two assessment pieces - the 30% SEO content audit and the 30% digital marketing strategy - are open-resource take-home work and are not what this page is about; here we drill the closed-book final only. 线下 · 有监考 · 纸笔作答 · 简答题格式。另外两项考核 -- 占30%的SEO内容审计与占30%的数字营销策略 -- 是开放资源 的带回家作业,并不是本页所谈的内容;这里我们只操练闭卷期末。 13. 3 The timing plan - spend the 10 planning minutes[9]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf规划链条:目标(SMART/RACE)→受众→大创意 → PESO组合→信息→预算 →KPI→ 上线→优化→复盘;简 报(brief)是主干。 I 漏斗算术:曝光 × CTR = 点击;点击 x CVR = 转化;CPA= 花费÷转化;ROAS =收入÷花费。 · ROAS # ROI - ROAS uses revenue, ROI uses profit (gain-cost)+cost. ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 · Attribution: last-click / first-click / linear / time-decay / U-shaped / data-driven; last-click isn't truth - it misallocates budget. 1 归因:末次点击 / 首次点击/线性/时间衰减 / U型/数据驱动;末次点击不等于真相 -- 它会错配预算。 · Vanity vs actionable metrics; A/B test one variable for significant lift - CRO - iterate. 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 → CRO→迭代。 · Benchmark = continuous + criteria-based, scored vs a defined competitive set, repeated over time. 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 ● 规划链条:目标(SMART/RACE)→受众→大创意→PESO组合→信息→预算→KPI→ 上线→优化→复盘;简 报(brief)是主干。 ● 漏斗算术:曝光(impressions)× CTR = 点击;点击 x CVR =转化;CPA= 花费÷转化;ROAS= 收入÷花费。 ● ROAS ≠ ROI -- ROAS用收入,ROI用利润(收益一成本)÷成本。 ● 归因(Attribution):末次点击 / 首次点击/线性/ 时间衰减/U型/数据驱动;末次点击不等于真相 -- 它会错配预 算。 ● 虚荣 vs 可付诸行动指标;对单一变量做A/B测试以取得显著提升 →CRO→迭代。 ● 对标=持续+基于标准,针对一个明确的竞争对手集合打分,随时间反复进行。 AskSia Library · MKTG3506 · 双语 Bilingual REFERENCE . BILINGUAL GLOSSARY REFERENCE . BILINGUAL GLOSSARY FOUNDATIONS . ENVIRONMENT . SEARCH The bilingual glossary - part one 双语术语表 -- 上篇 Every term the exam can name, defined in one line- EN & #X 考试可能点名的每一个术语,用一行话定义 -- EN 与中文 TL;DR. This glossary doubles as a bilingual quick-reference: scan an English term, its +X equivalent and a one-line plain-English meaning side by side. The closed-book final rewards precise vocabulary - use these definitions to self-test (cover the meaning column and recall it) and to make sure you can name the framework a prompt is hinting at. Part one covers the strategic foundations, the environment-scanning models, and everything search (SEM/SEO). Part two (next page) covers experience, social, content and the metrics. 一句话总结。这份术语表同时也是一份双语速查表:扫一眼英文术语、它的中文对应词和一行大白话的释义,三者并排。闭卷期 未看重精确的词汇 -- 用这些定义来自测(盖住释义那一列再回忆),并确保你能叫出一道题目在暗示的那个框架的名字。第一部 分覆盖战略根基、环境扫描模型,以及一切与搜索相关的内容(SEM/SEO)。第二部分(下一页)覆盖体验、社交、内容与各项指 标。 ✓ How to drill the glossary 如何操练术语表 Read down the meaning column and try to produce the English term and its > from memory; then reverse it - read the term and recite the one-line meaning. Terms are grouped by theme so related models sit together (e. g. all the planning frameworks; all the search vocabulary), which is exactly how the exam cues them. 顺着含义列往下读,试着凭记忆说出英文术语及其中文;然后反过来 -- 读术语,背诵那句一行的含义。术语按主题分组,让 相关的模型挨在一起(例如所有规划框架放一起;所有搜索词汇放一起),这恰恰是考试提示它们的方式。 Term (EN) 中文[11]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf● 矩阵坐标轴:认知→购买(阶段)和感性→理性(诉求)。象限=娱乐 · 激励 · 教育 · 说服(Entertain · Inspire · Educate · Convince) -- 每个象限都要会举一种内容形式。 ● 对应漏斗(funnel)+意图:TOFU/信息型 · MOFU/商业型 · BOFU/交易型 · 然后把一份资产原子化(atomise)为多 份。 AskSia Library · MKTG3506 · 双语 Bilingual WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION - WEEKS 11-12 . CAMPAIGN PLANNING & EVALUATION CH 10 . FROM OBJECTIVE TO REPORT Campaign planning & the brief 营销活动策划与简报 A time-bound, objective-led burst - planned once, then optimised 一次有时限、以目标为导向的爆发 -- 规划一次,然后持续优化 TL;DR. A campaign is a finite, objective-led burst of activity - not "always-on" marketing. It runs on a fixed planning chain: objective (SMART/RACE) - audience - big idea - integrated channel mix (PESO) - message - budget - KPIs - launch - optimise - report. The whole plan is captured in one document - the brief - which keeps every channel pulling in the same direction. 一句话总结。一次营销活动(campaign)是一段有限的、以目标为导向的活动爆发 -- 而非“常态化”营销。它沿着一条固定的 规划链运行:目标(SMART/RACE)→受众→大创意→ 整合渠道组合(PESO)→讯息→预算→ KPI→ 上线→优化→复 盘。整套计划都汇集在一份文件里 -- 简报(brief) -- 它让每个渠道朝同一个方向使劲。 ★ What the exam asks here 考试在这里问什么 Weeks 11-12 feed the measurement half of the 40% closed-book short-essay final - most directly the metrics side of prompt (c) ("benchmark online performance . . . "), which rewards a criteria-based, repeated measurement answer rather than "just look at competitors". The examiner wants you to map metrics to RACE, do the funnel arithmetic (CTR - CVR - ROAS), explain why last-click attribution misallocates budget, and separate vanity from actionable metrics. It is closed book, so the formulae and the model names must come from memory. 第11-12周的内容支撑着占比40%的闭卷简答题期末中的测量部分 -- 最直接对应的是题目(c)的指标侧(“对在线表现进 行对标(benchmark) . . . ”),它奖励的是基于标准、可重复的测量答案,而不是“看看竞争对手就行”。考官想让你把指标映射 到RACE,做漏斗算术(CTR → CVR→ROAS),解释为什么末次点击(last-click)归因会错配预算,并把虚荣指标(vanity)与 可付诸行动的指标(actionable)区分开。它是闭卷的,所以公式和模型名称都必须凭记忆写出。 10. 1 The campaign-planning chain 10. 1营销活动策划链条 Plan in order - each link constrains the next. Skip a link and the campaign drifts: creative with no objective cannot be judged; channels with no audience waste spend. The objective should be SMART (specific, measurable, achievable, relevant, time-bound) and pinned to a RACE stage so you know which metric proves it. 按顺序规划 -- 每一环都约束下一环。跳过一环,营销活动就会漂移:没有目标的创意无法评判;没有受众的渠道是在浪费投入。 目标应当是SMART的(具体、可衡量、可实现、相关、有时限),并钉在某个RACE阶段上,这样你才知道用哪个指标来证明它。 1 Objective. One SMART goal, tied to a RACE stage (reach / act / convert / engage). 目标。一个SMART目标,绑定到一个RACE阶段(reach/ act / convert / engage)。 2 Audience. The persona(s) and segment the burst targets. 受众。这次集中投放所瞄准的用户画像与细分。 3 Big idea / insight. The single creative thought the whole campaign hangs on. 大创意/洞察。整场营销活动所依托的那个单一创意想法。 4 Integrated channel mix. Paid + owned + earned (PESO) chosen to reach that audience. AskSia Library · MKTG3506 · 双语 Bilingual 整合渠道组合。付费+自有+赢得(PESO),为触达那群受众而选定。 5 Message & creative. One consistent message, adapted per channel. 信息与创意。一条一致的信息,按渠道改编。 6 Budget & flighting. How much, and when (front-loaded, pulsed, even).

第四优先级：背六张图

• RACE
• PESTLE
• Porter
• PESO
• journey map
• influencer pyramid [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.

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19）你现在最适合怎么复习：我给你一个冲刺版计划

如果你还有 3 天

• Day 1

  • 背框架 cue 对应
  • 背四步答题结构
  • 练 RACE / PESTLE / Porter / PESO

• Day 2

  • 背 metrics / formulas / attribution / benchmarking
  • 练 SEM vs SEO / SERP / KPI mapping

• Day 3

  • 做 short-essay 模拟
  • 每题强制按：
    • 点名
    • 定义
    • 应用
    • 例子

如果你只剩 1 天

• 只做三件事：
  • 背 framework decoder
  • 背 RACE + KPI mapping
  • 背 5 个高频失误清单 [4]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfRAPID 1 line Give the PESO trust ladder and the PESO control ladder - which media type tops each? 给出PESO信任阶梯和PESO控制阶梯 -- 每条阶梯顶端是哪种媒体类型? AskSia Library · MKTG3506 · 双语 Bilingual RF4 RAPID 1 line Define engagement rate and say why the denominator (reach vs followers) changes the number. 定义互动率,并说出为什么分母(触达对粉丝数)会改变这个数字。 RF5 RAPID 1 line Which framework answers "macro forces", which answers "micro-environment", and which answers "plan a strategy"? 哪个框架回答“宏观力量”,哪个回答“微观环境”,哪个回答“规划一份策略”? ★ Recall checklist - the practice bank 回忆清单 -- 练习题库 · One framework per prompt. Journey map (a), PESTLE (b), benchmarking (c), personas (d), 7Ps-pick-5 (e), definition + 5Ds (f), segmentation bases (g), Porter's 5 Forces (h), API (i), influencer tiers + 3 Rs (j), PESO (k). 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(h)、API(i)、网红分级+3 Rs(j)、PESO(k)。 - 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 I 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖= 自有,客户帖 =赢得。 I 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 ● 每道题一个框架。客户旅程图(a)、PESTLE(b)、对标(c)、用户画像(d)、7Ps挑5个(e)、定义+5Ds(f)、市场细分基 础(g)、波特五力(Porter's 5 Forces)(h)、API(i)、网红(influencer)分级+3 Rs(j)、PESO(k)。 ● 四拍式答案:点名 →定义→把每个部分应用到品牌→一个具体例子。 ● 把宏观vs微观分清楚:PESTLE = 宏观;波特= 微观。把PESO分清楚:加推 =付费,品牌自然帖 = 自有,客户帖= 赢得。 ● 精准回应题目所问:“挑5个”就是五个;点出题目给你的品牌名(Goodstart、Garmin)。 ● 它是闭卷 -- 每个框架都必须凭记忆写出,所以反复操练“画出并应用”这个动作,直到它变成本能。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 13 . EXAM MORNING - WEEK 13 . EXAM MORNING THE MAKE - OR-BREAK EXAM MOVE The name-the-framework decoder 点名框架的解码器 Read the cue, name the model, say three things - the whole short-essay skill on one page 读懂提示、点名模型、说出三件事 -- 整套简答题技巧浓缩在一页 TL;DR. Every short-essay prompt in this course is a named framework in disguise. The marker is not testing whether you can free-associate about marketing - they are testing whether you can spot the cue, name the right model, and apply it to the brand in the prompt. This table is the decoder: each row is a cue you might see, the framework it summons, and the three things a tidy answer must say. Learn the left column cold and the exam stops being a memory test and becomes a sorting task. 一句话总结。这门课里的每一道简答题都是一个伪装起来的具名框架。批卷人测的不是你能否就营销自由联想 -- 他们测的是 你能否认出提示、叫出正确的模型,并把它应用到题目里的品牌上。这张表就是解码器:每一行是你可能见到的一个提示、它召 唤出的框架,以及一个整洁的答案必须说出的三件事。把左栏背得滚瓜烂熟,考试就不再是记忆测验,而变成一道分类任务。[5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in

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20）最后给你一个“你进考场前必须会”的超短清单

• 我能一眼看 cue 说出 framework 名
• 我能用一句话定义 framework
• 我能把 framework 应用到品牌
• 我能举一个具体例子
• 我能区分：
  • PESTLE / Porter
  • Act / Convert
  • Paid / Owned / Earned
  • SEM / SEO
  • ROAS / ROI
  • vanity / actionable [5]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfEngage. It is the answer-skeleton for every "plan a strategy" or "which metrics" prompt - one KPI and one tactic per stage and you have a structured essay . 如果你只能凭记忆复现一张图,那就让它是这张:PLAN → Reach → Act → Convert → Engage。它是每道 “规划策略”或“用哪些指标”题的答案骨架 -- 每个阶 段一个KPI、一个战术,你就有了一篇有结构的简答。 ★ Recall checklist - the six to draw cold 回忆清单 -- 要凭空默画的那六张 Practise sketching each of these in under a minute, from memory - no notes, because there won't be any: RACE -- Plan基座+四个前进阶段(见上)。 I PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 · The PESO Venn - three overlapping circles; remember trust (earned>owned>paid) vs control (owned>paid>earned). PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 客户旅程图 -- 阶段沿顶部排列,触点在其下方,整 合是重点。 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 练习凭记忆在一分钟之内画出下面每一个 -- 不看笔 记,因为不会有笔记: · RACE -- Plan基座+四个前进阶段(见上)。 ● PESTLE之轮 -- 六种力量;给每一种配一条数字策 略含义。 · 波特十字 -- 竞争对抗在中心,四种压力环绕其周。 ● PESO韦恩图 -- 三个相互重叠的圆;记住信任(赢得 >自有>付费)vs 控制(自有>付费>赢得)。 ● 客户旅程图(customer journey map) -- 阶段沿 顶部排列,触点(touchpoint)在其下方,整合是重点。 , 网红金字塔- -nano→mega,触达上升、互动下降; 标注3 Rs。 AskSia Library · MKTG3506 · 双语 Bilingual ! The five mistakes that quietly cost marks 悄悄让你丢分的五个错误 (1) Macro / micro mix-up - PESTLE is macro, Porter is micro. (2) Listing a framework's parts but never applying them to the named brand. (3) RACE stage confusion - Act (leads / interaction) is not Convert (the sale). (4) PESO miscategorisation - a boosted post is paid, the brand's own post is owned, a customer's post is earned. (5) Defining a framework and forgetting the concrete example - always land the example. (1)宏观/微观搞混 -- PESTLE是宏观,波特是微观。(2)列出了某框架的各部分,却从未把它们应用到给定的品牌上。 (3)RACE阶段混淆 -- Act(获得线索/互动)不是Convert(成交)。(4)PESO归类错误 -- 加推的帖子是付费,品牌自己的帖 子是自有,客户的帖子是赢得。(5)定义了一个框架却忘了具体例子- -一定要把例子落地。 You are not being asked to remember everything about digital marketing. You are being asked to look at a brand, name the right framework, and apply it cleanly. You have practised exactly that. Walk in, decode the cue, and write the answer you have already rehearsed. 你不是被要求记住关于数字营销的一切。你是被要求看一个品牌、点出对的框架、把它干净利落地应用上去。你恰恰练 过这个。走进去,把提示线索解码,写下你早已演练过的答案。 EXAM MORNING . THE ONLY INSTRUCTION THAT MATTERS i And that is the book 这就是这本书的全部 Twelve weeks of frameworks, eleven released prompts, one repeatable move - name it, define it, apply it, illustrate it. The diagrams are in your head, the decoder is on the previous page, and the structure is automatic. Close the book, get some sleep, and go and earn the 40%. Good luck.[6]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfServing ads to people who already interacted with the brand (e. g. abandoned a cart) to bring them back. Lookalike audience 相似受众 A new audience an ad platform builds to resemble your best existing customers, seeded from your data. AskSia Library . MKTG3506 . XXia Bilingual ★ Recall checklist - the glossary 回忆清单 -- 术语表 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(人数)vs 曝光(展示次数);CPA vs CPM vs CPC;ROAS(收 入÷花费)vs ROI。 · Frameworks by initials: 5Ds, PESO, RACE, SOSTAC, STP, PESTLE, 7Ps, IMC - be able to expand every letter and name the model from a one-line prompt cue. 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 I 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率、CTR、转化率、CLV和声量份额才与业务挂钩。 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 ● 别混淆这些成对概念:SEM(伞概念/付费)vs SEO(自然);触达(reach,人数)vs 曝光(impressions,展示次数);CPA vs CPM vs CPC;ROAS(收入÷花费)vs ROI。 ● 按首字母记框架:5Ds、PESO、RACE、SOSTAC、STP、PESTLE、7Ps、IMC -- 要能把每个字母展开,并能从一行 提示线索中说出模型名。 ● 虚荣 vs 可付诸行动:粉丝/点赞看着好看;互动率(engagement rate)、CTR、转化率、CLV和声量份额才与业务挂 钩。 ● 闭卷:期末你查不了这些 -- 盖住含义列,反复背诵EN+中文+定义,直到每一条都成为本能反应。 AskSia Library · MKTG3506 · 双语 Bilingual WEEK 12 . THE PRACTICE BANK - WEEK 12 . THE PRACTICE BANK CH 12 . DRILL SET 1 OF 3 The 11 prompt types - name the framework, then apply it 11 种 prompt 类型 -- 先点名框架,再加以应用 Every released short-essay prompt, decoded to its one named model 每一道已公布的简答题 prompt,解码到它唯一被点名的模型 TL;DR. The closed-book final is a set of short essays, and the marker is buying one move every time: read the cue - name the right framework - apply it to the brand the prompt hands you, with a concrete example. This bank holds all 11 released prompt types. For each: the paraphrased prompt, the framework to name first, a 3-4 point answer skeleton, and the single trap that sinks most answers. Drill the move, not the wording. - 一句话总结。闭卷期末是一组简答题(short essays),而批卷人每次买的都是同一个动作:读懂提示→叫出正确的框架→把它 应用到题目交给你的那个品牌上,并配上一个具体的例子。这个题库收录了全部11种已公开的题型。每一题都给出:改写后的题 干、要最先叫出名字的框架、一个3-4要点的答题骨架,以及那个会让多数答案沉没的唯一陷阱。操练的是这个动作,而不是字 - 句。 ★ What the exam asks here 考试在这里问什么 The 40% final is closed book - in-person, invigilated, 120 min + 10 min planning, written as short essays. Each question maps to one named framework from this book; the 10 planning minutes exist so you can name the model and sketch its parts before you write. A strong answer (1) names the framework, (2) defines it in a line, (3) applies every part to the prompt's brand, and (4) lands one concrete example. These 11 cards are the whole examinable spine - nothing outside the 12-week sequence is fair game.[10]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdf13. 3时间安排计划 -- 把这10 分钟规划时间花对 1 Minutes 0-10 (planning): read every prompt first. Beside each, write the framework name from the Ch 13 decoder and jot 3-4 bullet cues. This is the highest-leverage time in the exam - you are turning a blank page into a fill-in-the-blanks task. AskSia Library · MKTG3506 · 双语 Bilingual 第0-10分钟(规划):先把每道题都读一遍。在每道题旁边,写上来自第13章解码器的框架名称,并草记3-4条要点提示。这是考试 中杠杆率最高的时间 -- 你正在把一张白纸变成一道填空题。 2 Order your attack: do the prompt you know best first to bank marks and settle nerves, then work down. Note a rough clock time to leave each answer by, and obey it. 排好你的进攻顺序:先做你最有把握的那道题,把分数收进口袋、稳住情绪,然后往下做。给每道题草记一个大致该离开它的钟点 时间,并照办。 3 Per answer, ~15-18 minutes: with roughly 120 minutes across the paper, that is about an hour and three- quarters of writing for the essays plus a buffer. Divide your real writing time by the number of questions and write that target at the top of each answer. 每道题约15-18分钟:整张卷子大约有120分钟,那大概是一个半小时再加一刻钟的简答写作时间,外加一段缓冲。用你真正的写 作时间除以题目数量,把这个目标值写在每道答案的顶端。 4 Write to the structure (next box), not to the page-length. Markers reward a named, applied framework, not volume. Four to six tight sentences that do the four moves outscore a rambling page. 按结构(见下一框)写,而不是按页面长度写。阅卷老师奖励的是点名并应用了的框架,而不是篇幅。四到六句紧凑、完成四个动 作的句子,得分高过散漫的一整页。 5 Bank-and-move: when your time for an answer is up, stop, leave a blank line, and move on. A half-finished fifth answer earns more than a perfect fourth and an unstarted fifth. 收分即走:当一道题的时间到了,就停下,留一个空行,继续往下做。一道写了一半的第五题,得分多于一道完美的第四题加上一道 根本没动的第五题。 6 Final 5-8 minutes: go back. Fill any gaps, add the missing brand example to any answer that only defined the framework, and check you actually named the model in each one. 最后5-8分钟:回头检查。填补任何空缺,给任何只定义了框架的答案补上缺失的品牌例子,并核对你在每道题里确实点出了模型 名。 13. 4 The four-move answer structure 13. 4四步答题结构 AskSia Library · MKTG3506 · 双语 Bilingual ✓ NAME . DEFINE . APPLY . EXAMPLE - every short essay, same shape 点名 · 定义 · 应用 · 举例 -- 每道简答题,同一种形态 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 · APPLY each part of the model to the brand in the prompt, not to marketing in the abstract. This is where most marks live. 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点、渠道或战术,就能表明你会用这个框 架,而不只是背诵它。 ● 在第一句话就点名(NAME)框架(“这是一道PESTLE的题 . . . ”)。阅卷老师会扫读它 -- 立刻把它递给他们。 ● 用一句话定义(DEFINE)它 -- 这个模型是什么、用来做什么。 ● 把模型的每个部分应用(APPLY)到题目里的品牌上,而不是抽象地谈营销。大部分分数都在这里。 ● 例子(EXAMPLE) -- 以一个具体的、针对该品牌的示例收尾。一个真实的触点(touchpoint)、渠道或战术,就能表明 你会用这个框架,而不只是背诵它。 13. 5 Draw these from memory before you walk in[14]Source: uq-mktg3506-digital-marketing-bible-bilingual.pdfSearch seeds the 40% closed-book short-essay final and underpins the 30% SEO Content Audit. Be ready to distinguish SEM from SEO (paid vs organic), compute Ad Rank and explain why Quality Score beats raw bid, name the Quality Score components and the core PPC metrics (CTR, CPC, CPA, ROAS, impression share), and read the anatomy of a SERP. Because it is closed book, you must be able to draw and label the SERP and recite the Ad Rank formula from memory. 搜索为占40%的闭卷简答期末种下种子,并支撑着占30%的SEO内容审计。要准备好区分SEM与SEO(付费对自然)、计算 Ad Rank并解释为什么质量得分胜过单纯的出价、叫出质量得分的组成与核心的PPC指标(CTR、CPC、CPA、ROAS、 展示份额),并读懂一个SERP的解剖结构。因为它是闭卷,你必须能凭记忆画出并标注SERP、背出Ad Rank公式。 3. 1 The SERP - the battlefield 3. 1SERP -- 战场 Every search query returns a SERP, and modern results are a stack of competing slots: paid ads at the top and bottom (labelled Sponsored), an AI overview / featured snippet, a local map pack, the organic blue links, plus shopping carousels and People Also Ask. Paid = you buy the placement (it vanishes when the budget stops); organic = you earn it through SEO (it compounds but takes time). They compete for the same eyeballs - a complete SEM strategy works both. 每一个搜索 query 都返回一个 SERP,而现代结果是一摞相互竞争的位置:顶部和底部的付费广告(标注为 Sponsored)、一个 Al 概览/精选摘要、一个本地地图组(map pack)、自然蓝色链接,外加购物轮播和 People Also Ask。付费 = 你买下这个位置(预 算停了它就消失);自然 =你通过 SEO 赢得它(它会复利累积,但需要时间)。它们争夺同一批眼球 -- 一份完整的 SEM 策略两 者并举。 AskSia Library · MKTG3506 · 双语 Bilingual FIG 3. 1 Q best running shoes ⌕ AI OVERVIEW answer box / featured snippet - GEO target Ad sponsored result - pay-per-click Ac sponsored result - pay-per-click PAID (SEM / PPC) Local map pack - 3 nearby businesses local SEO / Google Business Profile Organic result 1 - earned ranking example. com > page - title tag, meta description, content Organic result 2 - earned ranking example. com > page - title tag, meta description, content Organic result 3 - earned ranking example. com > page - title tag, meta description, content ORGANIC (SEO) PAID = you buy placement (Ads); ORGANIC = you earn it (SEO). Both compete for the same eyeballs. Anatomy of a SERP. The paid block (PPC / SEM) sits above the organic blue links (SEO), with the AI overview and local map pack in between. Learn to label each slot - the exam may hand you a blank SERP and ask which is paid, which is earned, and how each is won. 一个SERP的解剖。付费区块(PPC / SEM)位于自然蓝色链接(SEO)之上,中间夹着AI概览和本地地图组块(local map pack)。学会给每个位置贴标签 -- 考试可能递给你一个空白的SERP,问哪个是付费、哪个是赢得,以及各自如何赢得。 ! SEM is not a synonym for SEO SEM 不是 SEO 的同义词

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• 如果你愿意，我下一条可以直接继续帮你做这 3 个东西之一：
  • A. 给你整理一份“Final 必背定义 + 公式 + 框架速记表”
  • B. 给你做一份“11种题型对应哪个 framework”的考前清单
  • C. 直接帮你押题式写“short essay 万能模板”
• 你回我一个字母就行，我马上接着做。