Assessment coursework 002
Individual Report 80% Individual written report (2,500 words) + – 10% ( excluding reference, tables and appendices )
Submission date To be submitted electronically on Turnitin.
PART 1 Digital Marketing & social media Communications Project 80%
Based on your context analysis from your presentation material ie findings from the digital marketing audit
Of
The either of the following companies – Superdry www.superdry.com
or B & Q www.diy.com
you are asked to individually develop create an effective and realistic digital and social media marketing plan . This must include focusing on one of the following (subject to the fundings from your audit)
- .
Your campaign plan is aimed at reaching –
either new customer
and/or retaining existing customers.
The campaign needs to last for 3 months, from 1st September 2022 – 31 December 2022
.
Based on logical situation analysis from your presentation material (assessment 1),
you need to address all stages of digital marketing plan as presented in the table below.
| Stages of digital marketing plan |
| Objectives (where do we want to be?) Clearly explain the objectives of your digital marketing plan based on key findings of your context analysis in Assessment 1. Set SMART communications and commercial objectives for your digital marketing plan. Apply two/ three components of the 5Ss framework (E.g. Sell, Speak, Save) linked to the RACE framework. You need to develop quantifiable objectives. Use appropriate metrics, KPIs and time scales based on chosen scenario. |
| Strategy (how do we get there?). Your digital marketing strategy and choice of strategy components should be appropriately justified and demonstrated. Strategy Components: TOPPP SITE (9 Key Strategic Components) 1. Profile Target markets- e.g. new customers, existing customers, lapsed customers, competitor’s customers. You need to develop a buyer persona for your chosen target audience. 2.Objectives (it’s helpful to summarise what objectives the strategy should deliver)-here you may emphasize on RACE framework. 3. Positioning – craft online value proposition (OVP). You may apply the 6Cs of consumer motivation to help define the OVP (6Cs- content, Customisation, Community and participation, Convenience, Choice, Cost reduction-passing savings on to customer) 4, Processes-strategy can involve new processes e.g. marketing automation, Artificial Intelligence (AI), the Internet of Things (IoT) remarketing, split testing) & why for your plan 5. Partnership (ie affiliates ) & why for your plan 6. Sequence ( stage of RACE – relate to consumer journey & touch points) what are you proposing at these stages on your plan 7. Integration (of data, web processes and marketing across all communications tools) ow are you going to collect data and recuse as part of your plan 8.Tactical tools (or channels: list the priority tools e.g. PPC, SEO, email or PR, social media and content marketing, web site etc.) 9. Engagement (there are different levels of visitor engagement- loyalty ladder) Need to consider what actions relate to this as part of your plan |
| Tactics (how exactly do we get there? – the details of strategy) The detail Select and discuss relevant digital tools or media channels that can be deployed as part of tactics. First set quantifiable tactical objectives based on the RACE framework. Your RACE framework should be linked to at least 2 or 3 Ss (i.e. apply two/ three components of the 5Ss framework). Then explain which online digital tactical tools you intend to use for each element of the RACE framework. & why for your plan. EG For online communications tactical tools include PPC, affiliates, SEO, content, advertising, PR, , social media, mail, etc.). You also need to clarify the sequence of events. |
| Actions (the details of tactics- who does what, when and how) Explain how you intend to execute the tactics with excellence and passion. e.g. responsibility for implementation, external /internal skills and appropriate budget allocation. Here you may also apply the 3Ms to discuss the key resources required which include Men and women (human resources), Money (budgets), and Minutes (timescale). |
| Control (how do you monitor performance?) Build in a review process to your plans. Set control systems that let you know whether you are on target to achieve the objectives you set earlier. To achieve this, prepare a monitoring and control chart and schedule and budget for regular monitoring. How do you intend to monitor the performance of your chosen 2 or 3Ss and RACE tactical objectives you set earlier? You can respond to this by setting Key Performance indicators (KPIs). Explain the frequency of reporting & type of reporting- who reports to whom and what happens to the feedback information in the control loop? Explain your contingency plans and set a budget for it. |
| Reference to digital marketing concepts, theories and models and their relevance to the points made |
.
WARNING
Please use the Harvard referencing style to reference sources in both text and reference page correctly. Guides on the Harvard referencing style can be found on the university library home page. In line with university regulations any form of plagiarism will have severe consequences.
Academic Integrity and Plagiarism
Academic integrity requires honesty in your studies. You should not present another person’s sentences or ideas as your own work. You should clearly identify quotations through the use of quotation marks and references to the sources. Failure to adhere to these academic standards may lead to allegations of Academic Misconduct, which will be investigated by the Student Casework Office.
Academic Misconduct covers a variety of practices, such as:
- Plagiarism: copying another person’s ideas or words and presenting them as your own work, without the use of quotation marks and/or references.
- Self-plagiarism: resubmitting, in part, or in entirety one of your assignments for another piece of work; Inventing, altering or falsifying the results of experiments or research.
- Commissioning or contracting another person to complete an assessment. Eg Essay mills
- Colluding with others in the production of a piece of assessed work which is presented as entirely your own work.
- Cheating in an exam (for example, but not limited to taking revision notes into the exam room or copying off another student during an exam).
Digital Marketing & Social Media Plan
Student Name
| Stages of plan | Grade |
| Objectives 20% | /20 |
| Evidence of clear objectives of based on logical situational analysis and audit from presentation material SMART 5 Ss Frame work Sell, Speak, Save, Sizzle Links to RACE Frame work Must use appropriate metrics KPIs and time scales based on chosen scenario | |
| Strategy 15% | /15 |
| Appropriately justified and demonstrated Segment Target markets (Personas) Positioning – On line value proposition Objective- RACE Frame work (appropriate emphasize and sequence) Evidence and recognition of an appropriate strategy & linked to strategic tools e.g. social media, mobile etc Tools – e.g. web functionality, email, social media, mobile, eCRM partnerships etc Integration- Web processes & data base intergraded & accessible & sequence of events | |
| Tactics 15% | /15 |
| Appropriately justified demonstrated and links to strategy Operational links to RACE Framework Detailed tactical digital tools & objectives of digital tactical tools (e.g. affiliates, SEO, content, advertising, PR Microsite landing page optimisation social media, e-contact etc.) Integration & sequence of events | |
| Actions 10% | /10 |
| Responsibility for implementation External /Internal skills Appropriate Budget allocation | |
| Control 15% | /15 |
| 5S web analytics KPI Frequency of reporting & type of reporting Type of reporting Contingency plans Discusses the potential barriers to implementation e.g. skills, knowledge, technological financial etc. | |
| Application of relevant theory supported with best practice 10% | /10 |
| Reference to digital marketing and social media concepts, theories & models. Relevance of the theory discussed to the points made. The identification of best practice and relationship to theory. | |
| Evaluation 10% | /10 |
| Evidence of insight from digital learning | |
| Report 5% | /5 |
| Appropriate report format Evidence of wide supporting resources & appropriate references – academic and appropriate credible practitioner sources | |
| Overall Grade |
How will I be graded for the individual report?
70% and above.
An outstanding piece of work. Providing insight and depth of analysis beyond the usual parameters of the topic. The work is illuminating and challenging. Comprises of a sustained, fluent and authoritative grasp of digital & social media concepts, which demonstrates comprehensive knowledge, and a convincing command, of the topic. Evidence of a critical understanding of conflicting theories and evidenced. An excellent scholarly standard in use of sources, and referencing.
60- 69%
Good to very good work, displaying substantial knowledge and understanding of concepts, theories and evidence relating to the topic. There is evidence of some independence in thought and evidence of wide reading. A Serious attempt to make appropriate use of analytical terms and critical concepts. Effectively and convincingly argued. Appropriate handling of aspects of concepts, but content may be descriptive in parts. Evidence of critical awareness and satisfactory analysis of different points of view. Sound argument, generally well-directed, but content may be descriptive in parts. Good to very good critical discussion with evidence of supporting material. Draws effectively on a wide range of relevant sources. No significant errors of fact in interpretation. Writing, referencing and presentation of a high standard.
50-59%
Work which is satisfactory for the Master’s Degree, showing some accurate knowledge of the topic, and understanding. A sound interpretation and use of sources and evidenced. Some awareness of key aspects of digital marketing & social media .There may be gaps in knowledge and some deficiencies in clarity, or limited use of evidence, or over-reliance on a restricted range of sources. Content may be mainly descriptive. Adequate argument, but the argument may be confused or unclear in parts, possibly with a few factual errors or misunderstandings of concepts. Writing, referencing and presentation are satisfactory.
Fail 49- 40
Evidence of limited knowledge, with weak argument. There are serious errors and/or omissions. Some knowledge of the topic, is intelligible, and refers to relevant sources, but likely to have significant deficiencies in argument, evidence or use of literature. Failure to address important aspects of the topic. May contain factual mistakes, inaccuracies and not adequate to the topic. Very short, or weak in conception or execution. Writing, referencing and presentation may be weak.
Fail 40 – below
Evidence of a flawed understanding of the digital topics, and unconvincing in its approach and grasp of the issues. The work is too short to give an adequate attempt at the assignment. There is minimal or no relevant reading and inadequate sources. Little or no discernible argument. Little awareness of the relevant issues or theory, major omissions or inaccuracies. Poor or very poor presentation, with poor, incomplete or no referencing and bibliography
