Assessment Content
In this section, each assessment will be explained in detail along with the assessment guidelines and marking criteria.
Assessment 1: Identify the role of Social Media within a chosen organisation, undertake social media analysis and provide a report with recommendations for the client.
Word limit: 1700 words (+/- 20%)
You will work individually to develop an understanding of the social media needs of an organisation through a client interview. You will additionally develop Social Media analysis and recommendations report for your chosen business/client. You are encouraged to choose your own business/company/organisation. This could be a b2b or b2c, service or product based enterprise. Your chosen business should be UK-based. This is an opportunity for you to develop marketing experience and insights within your sector of interest.
This report is split into two sections. Section 1 outlines specific questions you must ask the client. You must ensure all questions are exhaustively completed and are as in-depth as possible. Section 2 requires you to evaluate one Social Media platform of your chosen client according to best practice research, and provide your client with five Social media recommendations. These requirements are detailed below in the Assessment Guidelines.
Assessment guidelines:
Your coursework must include the following format/content:
Title: Identify the role of Social Media within a chosen organisation, implement a social media analysis and provide recommendations for the client
Section 1: The client interview
Please ensure the following questions are completed in full.
- In which sector do you operate in?
e.g., automotives, publishing, health & fitness?
- What service or product do you offer?
e.g., restaurant, computers, gym, clothing?
- What is the size of your organisation?
e.g., how many people work within the company?
- Who are your primary and secondary target markets?
- How many departments/divisions does your organisation have? Please specify department names.
e.g., finance, marketing, human resources, sales, customer service etc
- Do you have a marketing department? If so, how many members?
- If yes, do you have a sub-division department for digital marketing? Or is digital marketing integrated within your marketing department? If so, how many members?
- Do you have a sub-division department for Social Media? Or is Social Media marketing integrated within your marketing/digital marketing department? If so, how many members?
- What Social Media platforms are you active on?
- What are your business objectives?
- For what purpose are you using Social Media for your organisation?
e.g., promotion, research, advertising, sales, analysis, competitor monitoring, customer registration, website traffic, etc
- What are your current social media challenges?
- How do you evaluate/monitor your Social Media performance?
Section 2: Social Media platform analysis
Please select one of the Social Media platforms your chosen organisation is active on. You must observe the client’s activities on the specific platform for the last three- six months.
Through secondary research on social media best-practice (platform specific), create five recommendations for your client on ways to improve their current social media use. Please ensure your recommendations fit your clients’ business objectives as outlined in the interview.
Assessment 1 Marking Criteria: Social Marketing in an organisation
| Criteria | Maximum marks | |
| Overall Presentation | Overall, the report demonstrates written communication skills at a very high level. The material is very fluent, very well-structured (for example, appropriate use of headings, bullet points, tables etc.) which makes the report extremely easy to read and understand. Demonstrates appropriate use and understanding of an extensive range of subject-specific vocabulary. The report demonstrates evidence of meticulous proof reading.
| 10 |
| Executive Summary and Conclusion | This section is an outstanding example of a professional written executive summary and end of report summary. Overall it demonstrates a comprehensive description and it’s brief. It outlines what the report is all about, why it is important, what are the major findings, what more is to be done, how the findings be applied, and why these are being proposed, with additionally focus on best practice tool management within the sector of the client’s business.
| 10 |
| Part 1: Client Questionnaire | Comprehensive coverage of the client questions. A full transcript of the interview must be provided.
| 20
|
| Part 2A: Social Media Activity Analysis
| Report demonstrates accurate and knowledge of a social media platform, and comprehensive analysis of the social media activity over the prescribe timeframe. A clear measurement plan is described with the rational for this approach. Data is clearly layout and labelled with an insightful critique of the data.
Points made are relevant and comprehensively supported by relevant, academic or other suitable evidence.
The content is informed by a comprehensive range of suitable evidence which is interpreted and evaluated with insight in its application to the context of the work.
| 25 |
| Part 2B: Social Media recommendations | Recommendations made are relevant to the analysis conducted on the specific Social Media platform and comprehensively supported by relevant industry and academic literature on best practice marketing with arguments based on the evidence presented. Conclusions and/or recommendations are comprehensively supported with arguments based on the evidence presented. The report demonstrates a coherent and very well balanced approach with very good critical analysis/critical thinking and synthesis.
| 25 |
| Referencing, Glossary and Appendices | A comprehensive range of current references have been used. Referencing is excellent throughout, using the Harvard referencing style very consistently. If included, glossary and appendices are highly accurate and appropriate | 10 |
