Assessment Brief 2Digital MarketingLSBM200Assessment Brief: LSBM200 – 2020-21 Page 1Index1. Module Details 22. Assessment Structure 23. Assessment 2 Details 23.1 Task 23.2 Submission requirements 54. Learning Outcomes for the assessment 5Appendix 1: Submission Checklist 6Appendix 2: Declaration of Authorship 7Appendix 3: Use of external editorial or proof-reading services 8Appendix 4 9Extensions and Mitigating Circumstances 9Word Limits 9Assessment Brief: LSBM200 – 2020-21 Page 21. Module Details Module Name:Digital MarketingModule Code:LSBM200Level5Credit Value30Module Leader:Edward WilsonAcademic Year2020-21 2. Assessment Structure Item of AssessmentSimulation and Report using SimBoundWeightingThis assessment is worth 80% of the module gradePresentation 1 deadlinew/c 30 November 2020Presentation 2 deadlinew/c 14 December 2020Word Limit2,500 wordsSubmission DeadlineTuesday 5 January 2021, 3pmAcceptable Formats forSubmissionMicrosoft WordFeedback andProvisional Grade1Feedback and provisional grades will normally be due 20working days after the submission deadlinePresentation Resit periodThere is no resit opportunity for the presentationResubmission DateFriday 7 May 2021, 3pm 3. Assessment 2 Details3.1 TaskAs an entrepreneur with a small electronics retail outlet in Bloomsbury, London, I have benefited fromthis growing tablet market. However, with the astronomical commercial property rental costs, I cannotafford to expand my online business. I have hired your digital marketing agency to design andimplement a digital marketing campaign lasting six weeks and with a budget of around £15,000.Your task is to use that budget to make as much profit online as possible using a range of digitalmarketing tools: search engine advertising, email marketing, and landing page development andoptimisation.The sections below will explain how you can complete this task.1 The grade is provisional until confirmed by the relevant assessment board(s). Your work will be marked in gradesrather than percentages. This is considered to deliver the most accurate and fair outcomes for students. Eachassessment that you undertake will be assessed using the common grading system. Information about the gradingsystem can be found in your Student Handbook, Section 10.The Grade Criteria can be found in Appendix C of your Student Handbook.Assessment Brief: LSBM200 – 2020-21 Page 3The Simbound simulationSimbound is a digital marketing simulation in which your team competes with your peers in a digitalmarketing competition to gain the highest scores in a range of metrics, including return on advertisingspend (ROAS), impressions, click-through rate (CTR), conversion and profit. You will gain practicalexperience of a range of digital marketing tools, as well as managing a campaign budget of £15,000.Some of the real-world digital marketing challenges you’ll face are:Optimal product mix: Your first choice will be what products to sell online. Do you sell all productsavailable, sell only the top brands, or focus on the market followers? The answer will involve trial anderror, analysis and judgment.Landing page optimisation: You will learn how to quickly create keyword-targeted landing pages to driveweb traffic. Each landing page will be scored based on the relevance of your keywords, your text andcalls-to-action. You will be able to test the effectiveness of your landing page(s) throughout the gameand implement different tactics to achieve optimal performance.Keyword research: Learn how to find the best keywords that will drive the most traffic to your websitewhile also keeping cost per click down to maximise your profit. The keyword research dashboard willhave similarities to the Google Keyword Planner, thus providing another unique real-world experiencethrough the simulation.Key performance indicators: Simbound provides a range of metrics that can help improve your digitalmarketing effort. But you’ll have learnt what these key performance indicators mean and how to usethem to improve your campaign.Competitor research: Learn how to perform competitor research on your peers to try and outrank theirads.Email marketing: You get real-world experience in writing email copy that drives conversions, while alsolearning proper call-to-action key phrases that attract more email signups. Experiment through thesimulation using A/B tests.Group compositionYou will be working in groups of five (5) and you can choose your own team members.You will also need to name your agency – this will be the first test of your creativity!How the Simbound game worksWeek 6: Before we start the simulation, I will be teaching you the fundamentals of digital marketing inthe lecture. Subsequent classes will address Search Engine Marketing (SEM) (including organic andpaid for search) and search engine optimisation (SEO), email marketing (including A/B testing) andlanding page optimisation.In the workshop in Week 6, we will enrol and get an overview of the game.Week 7: We get started! We will play 6 rounds overall. In the workshop we will set up and implementour Round 1 strategy. Round 1 will end the day before your next workshop (allowing you time to workon your strategy outside class) and the system-generated results will be available for you to review inthe workshop in Week 8.Week 8: In the workshop, you will review the analytics from your Round 1 campaign decisions and workon the strategy and decisions you must take in Round 2. Round 2 will end the day before your nextworkshop (allowing you time to work on your strategy outside class) and the system-generated resultswill be available for you to review in the workshop in Week 9.Week 9: In the workshop, you will review the analytics from Rounds 1 and 2 and work on the strategyand decisions you must take in Round 3. Round 3 will end the day before your next workshop (allowingAssessment Brief: LSBM200 – 2020-21 Page 4you time to work on your strategy outside class) and the system-generated results will be available foryou to review in the workshop in Week 10.Week 10: For week 10’s workshop, you should prepare a 10-minute Progress Report Presentation onyour results from Rounds 1-3. The presentation should discuss what has worked so far and your plansfor the remaining rounds. The presentation is worth 15% of your AS2 grade: 5% for the quality of theslides and insight; 5% for group dynamics and 5% for individual contribution. All the group membersmust attend and take part in the presentation.In the remainder of the workshop you will work on your Round 4 strategies. Round 4 will end on the daybefore your next workshop (allowing you time to work on your strategy outside class) and the systemgenerated results will be available for you to review in the workshop in Week 11.Week 11: In the workshop you will review the analytics from your Round 1-4 campaign decisions, andwork on the strategy and decisions you must take in Round 5. Round 5 will end at 6pm and the resultswill be available by 8pm.The final round (Round 6) will end on Monday of Week 12 at 5pm.Week 12: For Week 12’s workshop, you should prepare a 10-minute Progress Report Presentation onyour results from Rounds 1-6. The presentation should cover:• what has worked so far,• what you would change if you had more roundsThis presentation is worth 15% (5% for the quality of the slides and reflection; 5% for group dynamicsand 5% for individual contribution) of this assignment.All the group members must attend and take part in the presentation.How to complete this overall task• Your group’s success in the Simbound game will be assessed by system-generatedmetrics including return on advertising spend (ROAS), cost per acquisition (CPA), Profitand effective use of available budget.• Two progress reports (group presentations) delivered in Weeks 10 and 12 (10 minutesgroup presentation in each)• A 2,500-word individual report on a digital marketing element covered in the game. Yourreport should be one of the following topics:o Search engine marketingo Social media marketingo The use of analytics in digital marketingo Email marketing, including A/B marketingo Other relevant topics can be studied in agreement with your tutorAssessment Brief: LSBM200 – 2020-21 Page 5Structure of the report:• Introduction to the topic• Survey of current practice using industry examples and your own experience of theSimbound game to illustrate your answer.• Conclusion and a set of recommendations for effective implementation of the digitalmarketing element you chose.Additional Guidance• This assignment should be submitted as a Microsoft Word file• This assignment is worth 80% of the module grade• The word limit for this assessment is 2,500 words3.2 Submission requirementsYou must submit your assignment by using the Turnitin gateway in the module’s Canvas site.Please Note: When you submit you will be asked to confirm you have referred to the SubmissionChecklist (see Appendix 1) and the act of submitting your work electronically will be taken as anacceptance of the Declaration of Authorship (see Appendix 2).4. Learning Outcomes for the assessmentThis item of assessment covers the following learning outcomes. For the full list of learning outcomesfor the module, please refer to the Module Study Guide.• Understand the digital landscape and explain how it differs from traditional marketingmanagement.• Understand and explain the technology, tools and techniques utilised in the changingdigital marketing environment including the drivers of consumers’ online behaviour.• Identify and evaluate the evolving role of digital marketing within an organisation.• Explain the technology and management of data and analytics that drive digitalmarketing and underpin its success.• Plan, implement and control a digital marketing campaign making use of frameworks,tools and techniques current in the industry, with the aid of simulation software, andevaluate the effectiveness of the campaign.• Explain the facets of the digital consumer and the research tools that enable such anexplanation.• Explain and analyse the principles of web design, website management and usabilityand their role in the success of digital marketing initiatives.• Identify and evaluate the legal and ethical issues surrounding the capture, storage anduse of customer data in a digital marketing context.• Work collaboratively to develop and implement a problem solving project.• Communicate (orally & in writing) concepts based on quantitative data.Assessment Brief: LSBM200 – 2020-21 Page 6Appendix 1: Submission Checklist1. Have you checked Canvas messages/announcements for any additional/final details of theassessment?2. Are you submitting in the correct submission area e.g. if it is a resubmission of yoursecond assignment it should be ‘AS2R’?3. Make sure you are submitting the correct final version of your work.4. Have you kept to the word limit? Remember, anything greater than 10% above the wordcount will not be marked.5. Have you addressed the assessment requirements as outlined in the Assessment Brief?6. Have you spell checked and proofread your work?7. Is your work formatted correctly and consistently?8. Are you submitting a document in the correct format?9. Is your work written in an appropriate academic style?10. Have you checked your citations and Reference List/Bibliography?11. Have you submitted your work to get a similarity report to check you have paraphrased whererequired?12. Have you read the Declaration of Authorship (Appendix 2)?Assessment Brief: LSBM200 – 2020-21 Page 7Appendix 2: Declaration of AuthorshipBy submitting this work electronically to Bloomsbury Institute and the University of Northampton, I/we confirm thatI/we have read and understood the Declaration and Definitions below:Declaration of Authorship:1. I hold a copy of this assignment which can be produced if the original is lost/damaged.2. This assignment is my original work and no part of it has been copied from any other student’s work orfrom any other source except where due acknowledgement is made.3. No part of this assignment has been written for me by any other person except where such collaborationhas been authorised and as detailed in the Assessment Brief.4. I have not previously submitted this work for any other course/module.5. Where applicable, I have included a declaration confirming external editorial or proof-reading services(see Appendix 3).DefinitionsI/we understand that:1. Plagiarism is the presentation of the work, idea or creation of another person as though it is one’s own.It is a form of cheating and is a serious academic offence which may lead to expulsion. Plagiarisedmaterial can be drawn from, and presented in, written, graphic and visual form, including electronic data,and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.2. Collusion is working with someone else on an assessment task which is intended to be wholly your ownwork.3. Contract cheating/Commissioning is where you contract out an academic assessment to writers andpurchase back the finished work and submit it as your own.4. Duplication/Replication is submitting the same material more than once for the purposes of obtainingacademic credit.5. Fabrication refers specifically to the falsification of data, information or citations in an academic exercise,typically an assignment. This includes false excuses for missing deadlines and false claims to havesubmitted work. It may be specifically referred to as falsification.6. My completed assignment is submitted and checked for plagiarism through the use of plagiarism detectionsoftware called Turnitin.Please note: Submitting work which is not your own and/or cheating in exams can be considered as fraud2 andhandled in accordance with the University of Northampton’s Academic Integrity and Misconduct Policy. Penaltiescan include:• Reduction in grade for assignment.• Grade for module reduced to AG [fail for academic misconduct] and right to repeat modulewithdrawn.• Termination from studies.Further information on plagiarism can be found in your Student Handbook, Section 10.2 If a student is suspected of commissioning (e.g. paying someone to write an assignment for them), this could beclassed as fraud under student disciplinary procedures, separate to academic misconduct procedures. If proven,the consequences would be severe, including removal from their course of study.Assessment Brief: LSBM200 – 2020-21 Page 8Appendix 3: Use of external editorial or proof-readingservicesThe University of Northampton’s Academic Integrity and Misconduct Policy (Sections 4.10 – 4.14)provides clear guidance on the use of proof-readers to check your work.What you need to know:1. You can ask your tutors or our Learning Enhancement and Employability (LEE) Team([email protected]) for advice and support on how to proof your work.2. Proof-readers should not make live changes to your work. They should only indicate wherepossible changes could be made.3. A proof-reader should not change the meaning of your work in any way.4. If a proof-reader’s comments or amendments do change the meaning of your work, this maybe deemed as academic misconduct.5. If you do use a proof-reader you must declare this clearly when you submit your work. Thedeclaration should be on the first page (cover page) of your assignment.Example declaration:“A proof-reader has helped me with this assignment. The proof-reader was myfriend/name of proof-reading service/a family member/other. I have kept a copy ofmy original work with comments from the proof-reader.”For more information please go to the policy itself, which is available in the Quality EnhancementManual on our website.Assessment Brief: LSBM200 – 2020-21 Page 9Appendix 4Extensions and Mitigating CircumstancesInformation on Extensions and Mitigating Circumstances can be found in the Student Handbook,Section 10. Extensions cannot be granted for Quizzes.Applications for Mitigating Circumstances, with supporting evidence (such as medical certificates)should be made through the Student Self-service Portal (SSP).The University of Northampton’s Mitigating Circumstances Policy document can be accessed throughour Quality and Enhancement Manual: QEM Section 3: All Policies and Procedures.Word LimitsAll written assignments include clear guidance on the maximum amount that should be written in orderto address the requirements of the assessment task (a ‘word limit’).If the submission exceeds the word limit by more than 10%, the submission will only be marked up toand including the additional 10%. Anything over this will not be included in the final grade for theitem of assessment.Abstracts, reference lists, indented quotations, and footnotes are excluded from any word limitrequirements.In-text citations, embedded quotations, and all headings and titles are included in the word limit.Where a submission is notably under the word limit, the full submission will be marked on the extent towhich the requirements of the assessment task have been met. Generally speaking, submissions underthe word limit fall short of the requirements of the assessment task.
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