Digital Marketing | My Assignment Tutor

  Assessment Brief Academic year and term:2019/20 – Semester TwoModule title:Digital MarketingModule code:BUS020N517SModule Convener:Dr Sree BegLearning outcomes assessed within this piece of work as agreed at the programme level meetingModule learning outcomes: 1. Knowledge outcome – You will be able to develop understandings of digital marketing in a range of contexts and its value in creating competitive advantage for organisations. 2. Intellectual /transferable skills outcome – You will be able to present the findings of a digital media investigation you have identified in a professional manner through a variety of media in an acceptable format.Type of assessment:           Written assignment – Individual business report including technical element (website prototype)Assessment deadline:Formative:  A draft plan (500 words) outlining the website prototype To be submitted before 2pm on 15/03/21 –  (0%)   Summative:   Individual Report Submission including website prototype (2,500 words). To be submitted via Moodle Turnitin before 2pm on 04/05/21 1.      Formative Assessment – Draft Plan to be submitted before 2pm on 15/03/21 In order to allow some feedback on your work before you write the report there is a formative task to make sure you are engaging with good quality reading materials. There is an opportunity to do this task during the Independent Study Week as there are no classes that week. This must be your own work and the task requires you to complete some research for your assignment. You are required to develop a website prototype for a business of your choosing as part of your digital marketing strategy. You should pay attention to the purpose of the website and its target audience(s).  You are further required to examine two digital marketing tools/techniques and discuss how these are integrated with your website. Part 1: Provide an outline of a website for your chosen business. You should consider the purpose of the website and type of content you want to include. You can hand draw this or use any basic or graphics software to present your outline. You should consider usability issues in your design – navigation, whitespace, effective and efficient design as well as legal issues (privacy and accessibility).   Part 2: Identify two digital marketing techniques that you would use as part of your digital marketing strategy.  For example: Facebook, Twitter, Instagram, Banner advertisements, Augmented/Virtual reality, Search engine optimization, Email marketing, Pay-per-click advertising etc. Part 3: Choose one of these digital marketing techniques and write 500 words on how you may use it as part of your digital marketing strategy.  You should include credible and reliable sources and focus on incorporating journal articles. Remember journal articles will have an academic focus and may examine areas including branding (awareness, attitude, recognition etc), loyalty, retention, trust, satisfaction, commitment, customer engagement and customer experience etc. For example you may choose Instagram as your digital tool and use journal articles to support your discussion on how Instagram is used to create brand awareness, build customer loyalty or improve customer engagement. You should additionally discuss the types of metrics you would use to measure the effectiveness your chosen digital tool. Please use the form below to complete your formative assessment. You will receive feedback on this task which will increase your understanding of how to find relevant academic sources, which you can use for your assignment. This exercise will also allow you to rehearse for referencing and citing a source in situ using the Harvard system. Name: Student number: Website outline attached.Attach outline of website prototypeName of digital marketing tool chosen   500 words on use of digital tools as part your digital marketing strategy.               Feedback  2.      Summative Assessment Deadline: 04/05/21 Synopsis of assignment: Individual report with website prototype, 2,500 words. You are required to develop a website prototype for a business of your choosing as part of your digital marketing strategy. You should pay attention to the purpose of the website and its target audience(s).  You are further required to write a 2,500 word report that: justifies the design of the website in terms of usability (navigation, whitespace, effective and efficient design etc.)critically examines two digital marketing tools/techniques and their integration with the website.recommends metrics and analytical software to measure the effectiveness of the digital tools selected. You should use relevant theory, tools, models, etc. from academic and professional sources to support your arguments where applicable. See the marking scheme.  RequirementsAdditional InformationFormatThe format of the assignment should be in a report format and so should include a cover page, contents page, an introduction, main body, conclusion and appendix. The introduction should set out the scope of the report, an overview of the new business, target market and purpose of website.  You should include a working URL in the introduction.Working URL WebsiteA functioning URL should be provided to access the website prototype. Screen shots (2-3) should be provided in the Appendix (in case there are any issues accessing the website). The site should be well-designed along usability principles (clear navigation, use of whitespace and effective/efficient design). You can use any editing software you want. The use of a prototype is to give an idea of the finished website so the site does not have be fully functional but should contain enough content to give a good idea of the final version.The use of the website is not to test technical skills but to develop an understanding of design issues and what is meant by usability and its relation to customer experience. Legal InformationThe website should contain information reflecting legal requirements (GDPR and accessibility).A privacy and accessibility statement will be clearly shown on the website.UsabilityThe report should discuss the design of the website prototype and focus on how it adheres to usability principles. You should focus on areas of navigation, use of whitespace and effective/efficient design.Incorporate discussions on usability and link to your website. Use of the 5E Model.   E.g Krug, Nielson etc. Digital Tools/ TechniquesChoose 2 digital tools/techniques and critically evaluate their use. (E.g Facebook, Instagram, Twitter, email, mobile, interactive ads etc). You should show an academic focus and concentrate on why these digital tools are used. For example, you can discuss their relation to brand awareness, loyalty, customer engagement etc. Be specific rather than general and avoid a descriptive discussion of the digital tool.This is the main part of the assignment and you should show an awareness of a range of digital tools and theoretical underpinnings. MetricsProvide a discussion on the metrics you might use to measure the performance of the 2 digital tools/techniques discussed earlier discussion. Give a recommendation on appropriate software to use (eg. Google Analytics, Hootsuite, Instagram Insights, Facebook Insights, Salesforce, Hubspot etc.).This is to show an understanding of metrics and how you would measure the success of campaigns. Academic FocusThe report should have a strong academic focus (use credible sources) and should incorporate models and theory to support discussions throughout.Aim to use higher ranking journal articles (3*-4*) and/or reputable sources. Avoid general blogs.   3.      ONLINE MOODLE EXERCISES There will be a range of moodle exercises you are expected to complete online. These have been designed to help you complete your assessment and develop a deeper understanding of digital marketing. The exercises have been designed to supplement the work you will be doing in class.  If you do not complete the exercises you will not get as much out of the class sessions and will be constantly catching up. Some class sessions last 2 hrs allowing an extra hour for you to complete the online activities. The exercises will be available for the week and then closed so we can identify students who have not completed the sessions.   Requirements: Structure and presentation Your report should be presented using a well-structured academic style. Your writing needs to be articulate and concise and should not exceed 2,500 words including tables and figures, but excluding references. In-text citations and references should conform to the Harvard referencing system. All written work should be proof-read for spelling and grammatical errors, and a contents page should be included. Do not use various font sizes and colours. Black ink, Arial, size 11, and 1.5 paragraph spacing is recommended. Use DIN A4 format and page margins of 2.5 cm or 1 inch. Full reading list Essential Reading Chaffey, D and Ellis-Chadwick (2019). Internet marketing: strategy, implementation and practice. 7th edition. London: Pearson Education. Recommended Reading Ryan, D. (2017) Understanding digital marketing: Marketing Strategies for engaging the digital generation. 4th edition. London: Kogan Page.Frost, R., Fox, A.K. and Strauss, J. (2019), E-Marketing. 8th edition. London: RoutledgeSteve, K.(2013). Dont make me think. Revisited. A Common Sense Approach to Web Usability. Indianapolis, IN, USA: Que Corp.Nielsen, J. and Loranger, H. (2006). Prioritizing web usability. London: Pearson Education.Tuten, T.L. and Solomon, M.R. (2017). Social media marketing. Sage. Resources: Econsultancy.comSmartinsights.comMashable.comHootsuite.com Further Reading Key journals include: European Journal of Marketing (3*)International Journal of Research in Marketing (4*)Journal of Information Technology (3*)Journal of Interactive Marketing (3*)Journal of Marketing (4*)Journal of Marketing Management (2*) Resit Assignment Details Resit submission date: Please see the announcement on the Moodle site once the dates for resits are confirmed For students who are offered a resit you are required to improve and resubmit your original work as well as adding a further reflective commentary discussing what you have learned from the process. You must resubmit your work using the specific resit Turnitin link on Moodle. You should: 1.      Review your previously submitted work and read carefully the feedback given by the marker. 2.      Use this feedback to help you revisit and rewrite your work, improving it in the areas identified as weak in the original marking process 3.      Include with your resubmission an additional reflective piece (500 words) on what you understand was weak, how you set about addressing this and what you have learned from this that may help you with further assignments. You should address the following specifically: i) Identify tutor feedback points on your original work and identify where/how the resit work has changed (give page number) in response to feedback ii) Identify the lessons you have learnt from doing the resit iii) Reflect on how your feedback and this process will help you improve future assignments If you did not submit work at the first opportunity you cannot reflect on your feedback. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission, the implications of non-submission for your future success and how you propose to address this in the future. If you have issues with confidentiality of your reasons for non-submission then you could reflect on how you have met the learning outcomes for the module, how you can use what you have done on the module to support your future career and what skills/employability attributes you feel the module has helped you to develop. If you were deferred at the first assessment opportunity you do not need to include the reflective piece as this is a first submission at a later date, not a resit. The original marking criteria will still apply (see marking grid provided below) except that the 10% weighting for presentation will be awarded instead to your reflective piece. How will we support you with your assessment? A dedicated briefing session on the assessmentResources on improving report-writingFeedback on your draft plan  Links to the assessment throughout your seminarsFAQs on Moodle and assessment discussion forumSample reports of MoodleExercises on Moodle with instructions How will your work be assessed? Your work will be assessed by a subject expert who will use the assessment criteria provided in this assessment brief.  When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments. Referencing You MUST use the Harvard System.  The Harvard system is very easy to use once you become familiar with it. Assignment submissions The Business School requires a digital version of all assignment submissions.  These must be submitted via Turnitin on the module’s Moodle site.  They must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes.  They must be submitted by 2pm on the given date.  For further general details on coursework preparation refer to the online information via StudentZone http://studentzone.roehampton.ac.uk/howtostudy/index.html.  Mitigating circumstances/what to do if you cannot submit a piece of work or attend your presentation The University Mitigating Circumstances Policy can be found on the University website –  Mitigating  Circumstances Policy Marking and feedback process Between you handing in your work and then receiving your feedback and marks within 15 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflects their work. A brief summary is provided below. Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedbackStep Four – Work at Levels 5 and 6 then goes to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fairStep Five – Your mark and feedback is processed by the Office and made available to you.  Outstanding100Excellent(80-89)Very Good(70-79)Good(60-69)Satisfactory (50-59)Adequate(40-49)Marginal Fail(30-39)Fail(20-29)Not done0Website PrototypeWebsite (20%)The website has been designed to a professional standard and demonstrates an excellent understanding of usability and design principles.  The layout is extremely creative with a level of functionality beyond the scope of the module. Legal requirements are professionally written and displayed on the website.The website has been extremely well designed and demonstrates an excellent understanding of usability and design principles. Excellent application of templates.  The layout has been thoroughly thought out and shows a creative flair.  All the links work well and excellent examples of content are provided. Excellent understanding of legal issues shown.The website has been extremely well designed and demonstrates a very good understanding of usability and design principles in relation to the purpose of the website.  Very good application of templates. The layout has been well thought out and shows a creative flair.  All the links work well and very good examples of content are provided. Very good understanding of legal issues shownThe website has been designed well demonstrates a good understanding of usability and design principles in relation to the purpose of the website. Good application of templates.  The layout has been thought out  with some creative flair.  Links work well and some good examples of content are provided. A good understanding of legal issues shownThe website has been designed satisfactorily and shows some understanding of usability and design principles in relation to the purpose of the website.  Some thought has been given to the layout with an attempt at creativity. Some development of templates shown.  Links are satisfactory and basic levels of  content are provided. Some understanding of legal issues shown.The website has been designed adequately and shows an adequate understanding of usability and design principles in relation to the purpose of the website.  Basic application of templates. Limited thought has been given to the layout with basic templates used. Links may be inconsistent and the quality of content is limited. Basic understanding of legal issues shown and may be incomplete. The website has not been designed well and lacks clear structure and purpose. Usability issues have not been addressed well and some links do not work. Quality of content is poor and no real attempt has been made in developing the website. Poor application of templates.   No mention of legal requirements.Poorly designed website lacking purpose and relation to the assignment. No real evidence of usability issues and poor development of templates.  Most links do not work and quality of content is either non-existent or very poor. No mention of legal requirements.Missing. Wholly incorrect or not attempted.Individual Report (2,500 words)Introduction (10%)  The new business and purpose of the website has been described in a clear, succinct and well-focused manner. The descriptions of the target audience(s), are covered comprehensively, far beyond the expectations for the module and level.  The new business and purpose of the website has been described in a comprehensive and well-focused manner. The discussion about the marketing concepts linked to the descriptions of the target audience(s), is insightful and thorough.Very good and thorough description of the new business and purpose of the website.   The marketing concepts describing the target audience(s), is relevant, and is based on contemporary and professional sources.A good, competent coverage of the new business and purpose of website. The discussion about the marketing concepts linking to the target audience(s), is cogent and shows depth of understanding of the topic;Adequate coverage of key information that relates to the new business and purpose of website. The discussion about the marketing concepts linking to the target audience(s), shows some relevance and, depth of understanding of the topic.Limited information provided about the new business, purpose of the website and target market. Lacks understanding of target markets and purpose of website.    Poor attempt in describing the business, purpose of the website and target market. Limited evidence of understanding shown. Weak attempt at addressing this part of the assessment.  Sparse and/or irrelevant information about the new business, purpose of the website and target market. A very weak and limited attempt to complete this part of the assessment.  Missing. Wholly incorrect or not attempted.Quality of academic and professional sources (10%)The secondary research is conducted from highly relevant professional and/ or academic sources. Integration of the secondary research into the discussion is outstanding.The secondary research is conducted from relevant professional and/ or academic sources. Integration of the secondary research into the discussion is excellent.Very good secondary research that is based on relevant professional and/ or academic sources. Integration of the secondary research into the discussion is very good.Secondary research is conducted across a range of relevant sources. Integration of the secondary research into the discussion is generally good.Secondary research is conducted across a reasonable range of relevant sources. Integration of the secondary research into the discussion is reasonable.Some limited evidence of an attempt to conduct secondary research. Integration of the secondary research into the discussion is fairly weak.Poor attempt to conduct secondary research. Sources are not adequate or that relevant to the assignment. Weak integration is evident in the discussion.The attempt on this part of the assessment does not address the main assignment requirements. The research is either sparse or non-existent.Missing. Wholly incorrect or not attempted.Usability (20%)An exceptional understanding of usability is shown. Outstanding discussion on navigation, whitespace and effective/efficient  design. Outstanding relation to the website shown. Insight is professional and beyond the scope of the module.An excellent understanding of usability is shown. Excellent discussion on navigation, whitespace and effective/efficient  design. Excellent relation to the website shown with in depth insight.A very good understanding of usability is shown. Very good discussion on navigation, whitespace and effective/efficient  design. Very good relation to the website shown with  insight.A good understanding of usability is shown. Good discussion on navigation, whitespace and effective/efficient  design. Good relation to the website shown with good insight.A satisfactory understanding of usability is shown. Satisfactory discussion on navigation, whitespace and effective/efficient  design is given. Some areas may not be given equal  weighting. Some relation to the website shown with basic levels of  insightA limited understanding of usability is shown. Some attempt is given to discussions on navigation, whitespace and effective/efficient  design. Although discussions may be weak and incomplete.  Limited relation to the website is given and insight may be limited.A weak understanding of usability is shown. Very weak  and incomplete discussions on navigation, whitespace and effective/efficient  design. Lack of focus and relation to the website is given with weak  insight.A poor understanding of usability is shown. Poor and incomplete discussions on navigation, whitespace and effective/efficient  design. Lack of focus and relation to the website is given with poor  insight.Missing. Wholly incorrect or not attemptedDigital Tools/ Techniques (20%)Digital tools have been critically evaluated to an outstanding standard.  The discussion is highly sophisticated with a superior academic focus.  An outstanding understanding of a range of digital tools is demonstrated.Digital tools have been critically evaluated to an excellent standard.  The discussion is very sophisticated and integrates academic concepts in an exceptional manner. An excellent understanding of a range of digital tools is demonstrated.Digital tools have been critically evaluated to a very good standard. The discussion  is sophisticated and integrates academic concepts very well. A very good understanding of a range of digital tools is demonstrated.Digital tools have been critically evaluated to a good standard. The discussion  is overall good and integrates academic concepts well. A good understanding of a range of digital tools is generally demonstrated.Digital tools have been critically evaluated to a satisfactory standard. The discussion  is satisfactory and attempts to incorporate academic concepts. A satisfactory understanding of a range of digital tools is demonstrated.Digital tools have been critically evaluated to an adequate standard. The discussion is adequate with a limited focus on academic concepts. An adequate understanding of a range of digital tools is demonstrated. Discussions may lean towards the descriptive.Digital tools have been weakly critically evaluated.  The discussion  is very weak and shows a lack of understanding. Limited to no attempt has been made to integrate academic concepts. Discussions are descriptive.Digital tools have been poorly critically evaluated.  The discussion  is poor and assignment requirements are not met. No attempt has been made to integrate academic concepts and discussions are very descriptive.Missing. Wholly incorrect or not attempted.Use of Digital Metrics/Analytics(10%)The discussion and evaluation show a detailed yet succinct understanding of measurement purpose and methods.  Detailed and thorough software recommendations (with excellent justification) are included. A range of unique processes or measures are recommended.Excellent discussion on digital marketing metrics is provided.   The evaluation is insightful  and demonstrates an excellent  understanding of a range of methods available for measurement.  Clear software recommendations are given and are justified extremely well.Very good and insightful discussion on digital marketing metrics.   The evaluation is very good and demonstrates a very good understanding of a range of methods available for measurement.  Clear software recommendations (with robust justification) is given.Good and informative discussion that considers digital marketing metrics. The evaluation is clear and demonstrates a good understanding of a range of methods available for measurement. Good software recommendations is given. Adequate discussion on digital marketing metrics. The evaluation is adequate and demonstrates a reasonable understanding of a range of methods available for measurement. Adequate software recommendations (with some justification) is given.Limited evidence of a discussion based on digital marketing metrics. The evaluation lacks depth and understanding of the methods available for measurement and the software recommendations are inadequate.  Poor superficial discussion about digital marketing metrics. The evaluation is very weak and inadequate for gaining an understanding of the methods available for measurement. The recommendations for software are irrelevant and unconvincing.  The attempt does not answer the question that relates to this part of the assessment. There is little or no evidence of understanding. The attempt fails to provide an adequate explanation of digital marketing metrics.Missing. Wholly incorrect or not attempted.Quality of presentation and Introduction (10%) Writing style.Spelling and grammar.Use of Harvard referencing system.Clear, articulate and concise structure, presented and written in a professional format. There are no spelling or grammatical mistakes. A perfect use of Harvard notation. Outstanding introduction provided setting out the scope of the report.  The new business and purpose of the website has been described in a clear, succinct and well-focused manner.Excellently edited and presented piece of work in an appropriate academic style. There are no spelling or grammatical mistakes. Clearly referenced using Harvard notation. A very good and well written piece of work that uses a coherent academic style. Very well structured. There are hardly any spelling or grammatical mistakes. Most of the work is clearly referenced using Harvard notation.A well-presented and structured piece of work. The writing style is articulate but there are a few spelling or grammatical mistakes. Most of the work is clearly referenced and conforms to Harvard format but there are a few references or citations do not conform to Harvard’s notation. Adequate structure and presentation. The writing style is adequate and requires proof-reading. Look again at the exemplars and try to read more journal articles to develop a more coherent and integrated academic style. Adequate attempt at referencing according to Harvard conventions but there are some errors.  Poor structure and presentation. Requires proof-reading. Look again at the exemplars and try to read more journal articles to develop a more coherent and integrated academic style. Referencing is poor and does not conform to Harvard standards.Very poor structure and presentation. Requires substantial proof-reading. Look again at the exemplars and try to read more journal articles to develop a more coherent and integrated academic style. Your referencing is very poor and hardly conforms to the Harvard conventions.Lacks a clear structure and presentation. Requires a major revision to become a reasonable piece of work. Look again at the exemplars and try to read more journal articles to develop a more coherent and integrated academic style. Referencing is sparse or non-existent.Missing. Wholly incorrect or not attempted.  BUS020N517S Assessment Rubric

QUALITY: 100% ORIGINAL PAPER – NO PLAGIARISM – CUSTOM PAPER

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