(1) Individual presentation slides with speaker commentary notes & refection Notes
(All marked out of 100% Capped at 50 % for resit)
Submission date: to be submitted electronically via Turnitin on Weblearn.
The individual presentation requires students to analyse the online presence of
The either of the following companies – Superdry www.superdry.com
or B & Q www.diy.com
Please submit a 20-minute presentation slides with speaker notes on situation analysis of. Please make sure to include commentary/speaker notes below each slide.
Each individual speaker scripted commentary notes need to be highlight as speaker notes
The task requires students to conduct a systematic situation analysis of a selected organisation. The situational analysis should include detailed customer analysis (who, why, how), site analysis, competitors’ analysis, intermediaries and partners analysis, performance analysis, competencies analysis, performance analysis, review of digital marketing mix, 8Ps & 5IS analysis of market trends generated by the uncontrollable external PESTLE factors, as appropriate and SWOT analysis/TOWS matrix.
The task also requires students to analyse the strengths and weaknesses of all e-communications tools/media channels and services as well as the costs and potential benefits of engaging with them.
Students should also identify examples of best practice beyond their selected organisation with the aim of adopting the same approach in the future. When developing a digital marketing plan, half of your effort can go into your situation analysis as this will create a strong foundation for the next phases of your digital marketing plan. (Weighting 70%)
YOU WILL NOT BE REQUIURED TO PRESENT SO MAKE SURE ALL SCRIPTED COMMENTARTY SPEAKER NOTES COVER MATERAL SUCCFFICIENTLY
Individually Reflective notes
Based on your situational analysis content. You will be required to critically discuss two Social media issues with supporting academic literature & critically evaluate the wider impact of the issue 1,000 words (weighting 30%)
All students must individually up load in a single PDF documentation file via Turnitin by containing the following – presentation slides with speaker commentary notes, individual 1,000 words reflective notes (As per brief)
Note: All the material must be collated into a single PDF file only . No separate documentation.
You may find it easer to put in in a PowerPoint document
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.
- 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).
For full details of Academic Misconduct and how allegations are investigated, see the relevant section of the University’s academic regulations:
Resit Digital marketing individual presentation feedback sheet
| Digital marketing presentation | Achievement: Not Done, Poor, Fair, Good, Very Good, Excellent |
| Presentation skills | |
| Evidence of planning, including setting clear objectives, clarity of topic, structure of presentation | |
| Appropriate choice of materials and media | |
| Time management: a 20-minute individual presentation slides (maximum 25 slides) | |
| Presentation content | |
| Clarity of commentary provided below each slide | |
| Digital marketing presence of a selected organisation/brand Type of site and online presence identified Type of site- Choose a specific site. e.g. C2C, C2B, C2G, B2C, B2B, B2G, G2C, G2B, G2G Online presence – e.g. Transactional site, service orientated relationship building site, brand building site, portal or media site, intermediaries or publishing sites, social network and community site, or overlapping forms of web presence | |
| A brief overview of current contribution of digital marketing to the organisation | |
| A brief review of the influence of main-macro factors for digital in the context of customer analysis and competitor benchmarking. Presentation of key findings of digital PESTLE analysis | |
| An overview of partners and intermediaries analysis Search intermediaries (e.g. Google, Bing/Yahoo!), other intermediaries such as influencers, social networks, aggregators, affiliates, media or publisher sites, and destination sites. | |
| Customer analysis Customer insight summarized in customer motivations, the buying process and customer journey maps Buyer persona | |
| Ability to set clear criteria for choosing direct and indirect competitors | |
| Site analysis and competitor analysis using online competitor benchmarking tools used within a RACE framework. Reach E.g. Summary of how traffic from different sources referred to the site (e.g. direct, referrals, search, social, display, etc.) Search marketing keyword/keyphrase analysis, search engine optimization (SEO), pay per click- PPC), social media marketing, display advertising Affiliate and partner marketing, online public relations Act/convert E.g. review of key brand messages, site content, site experience (customer experience-CX) against competitors, use of omnichannel/ different devices, call for action, leads check out; comparison of online value proposition (OVP) using the 6Cs (content, Customization, Community-and participation, Convenience, Choice, Cost reduction-passing savings on to customer) Engagement E.g. customer experience feedback, fun engagement, loyalty programmed, email marketing, social media marketing, customer support, personalization, newsletter, etc. | |
| Performance analysis -5Ss and KPIs (reviewing where site is underperforming and where it is excelling) Review of the 5Ss objectives of site (Sell, Serve, Speak, Save, Sizzle) Review of key digital marketing effectiveness KPIs (you may relate the KPIs to the RACE framework)– e.g. unique visitors, conversion rates, sessions or visits, repeat visits, duration, most popular pages, subscription rates, churn rates (the percentage of subscribers withdrawing or unsubscribing), bounce rates, clickthrough rates (CTR), social media engagement and ROI, etc. | |
| Review of the digital marketing mix(7Ps) including online brand perception Evidence of Peppers and Roger’s 5Is application (Identification, Individualization, Interaction, integration, Integrity) which are complementary to the digital marketing mix and useful for defining the process needed. | |
| Ability to discuss the costs and potential benefits of engaging with the different digital and social media tools and services. | |
| Competencies analysis A brief review of marketing capabilities using the capability model; brief review of tangible assets and intangible assets; application of the 7Ss to the site, as appropriate. | |
| Evidence of channel-specific SWOT including customer acquisition, conversion, retention, and growth; Appropriately justified TOWS matrix | |
| Ability to identify and evaluate examples of good practice beyond chosen site; demonstrate ability on how the chosen site might consider adopting the good practice. | |
| Conclusions on key problem areas and indicative objectives for the next campaign | |
| Reference to digital marketing concepts, theories and models and their relevance to the points made | |
| Evidence of insight, originality, creativity, and logic in the approach to the topic in terms of digital marketing application and implications. | |
| Evidence of wide reading and rigorous external research. | |
| Appropriate referencing using Harvard referencing system References included in the slides, as appropriate Reference list presented on a separate slide. |
Reflective notes
| Insightful reflection & evidence of a critical understanding of conflicting theories evidenced with appropriate scholarly material. Engagement with appropriate scholarly standard in use of sources, and referencing | Achievement: Not Done, Poor, Fair, Good, Very Good, Excellent |
How will I be graded for the presentation & reflection?
70% and above.
Clear evidence that the student has planned and worked in the brief. Excellent commentary provided below each slide. Excellent choice and use of appropriate material and media e.g. PowerPoint slides. A clear focus on the assignment brief with evidence of relevant analytical and researched material. The student’s ability to demonstrate an excellent understanding and application of the underlying Digital Marketing & social media concept/s, theories. Demonstrate excellent critical understanding of the principal theories/ concepts of digital marketing tools and be able to select and apply to support the rationale for their inclusion in your analysis and evaluation. Evidence of insight, originality, creativity, and logic in the approach to the topic in terms of digital marketing application and implications. Shows evidence of wide reading and research. A logically structured presentation. Excellent strong insightful reflection & evidence of a critical understanding of conflicting theories and evidenced. An excellent scholarly standard in use of sources, and referencing. .
60- 69%
Evidence that the student has planned and worked in the brief. Appropriate choice of supporting media material. Visual materials are well prepared with only minor errors. The content is concise and coherent. Digital Marketing & social media concept/s, theories reasonably focused, evaluated and applied, but may consider one angle more than another. Demonstrate reasonable critical understanding of the principal theories/ concepts of digital marketing but may have some limitations in ability to select and apply to support the rationale for the inclusion in their evaluation & analysis. Shows evidence of some logic and insight in the approach to the brief in terms of digital marketing application and implication. A good understanding of the links between the main elements and tools used but the company in terms of digital marketing & social presence. Evidence of good use of digital marketing tools & concept/s and theories. Good ability to express ideas into owns words. Information presented in a logical manner. Evidence of wide research to support analysis and evaluation. Very good insightful reflection & evidence of a critical understanding of conflicting theories and evidenced. Avery good scholarly standard in use of sources and referencing.
50-59%
Evidence that some preparation has taken places. Shows ability to summaries but may be rather dependent on language of sourced material. Shows evidence of some understanding of relevant and appropriate use of Digital Marketing & social media concept/s, theories. A limited appreciation of the application and implication of Digital Marketing & social media concept/s, theories. Demonstrate limited critical understanding of the principal theories/ concepts of digital marketing and some minor errors. A limited ability to select and apply digital to tools to support the analysis. Some limitations in linking main brief issues & elements of analysis and evaluation. Appropriate choice and use of supporting materials e.g. PowerPoint slides, but may lack imaginative use of material. E.g. may not include pictorial/diagrammatic material. The presentation has some form of logical structure. Evidence of some research but limited in terms scope and depth.
Fail 49- 39
Evidence that a very limited amount of preparation has taken place. Some failure to focus on the digital marketing brief. Has covered the topic material in a partial or superficial way, and deviates from the main digital brief. A very limited ability to summaries and synthesis material. Tends to be descriptive and paraphrase rather than summaries. Demonstrates a very limited ability is to apply material and address the digital implications. Evidence of a limited ability to analyses and evaluate Digital Marketing & social media concept/s, theories in relation to organization. Limited ability in selecting and applying the digital tools. Evidence of poor supporting research. A limited use of supporting material e.g. media. Little attention has been paid to the prepared material in terms of content and aesthetics. Sound insightful reflection & evidence of a critical understanding of conflicting theories and evidenced. A Comprehensive scholarly standard in use of sources and referencing.
Fail 39% or below.
Poor attempt made in terms of planning and preparation. The work lacks clarity. Lacks the ability to provide a PG level commentary. Evidence of minimal background reading/ research and preparation with no evidence of supporting material. Points made in the presentation are unsupported or based on entirely the presenter own opinions. Tends to describe basic Digital Marketing & social media concept/s, and topic. Major errors in the ability to select and apply the rationale for the inclusion of digital tools in analysis and evaluation. Inappropriate use of supporting material. The presenter is unable to show the links between the journal articles / research and the main digital theory concept/s in their analysis and evaluation. The presentation consists entirely of form reading from a script with no reference to audience either directly or in the content. Total absence of supporting material and media e.g. PowerPoint etc. Little or no attention has been paid in the selection of appropriate digital marketing material in either literature content or aesthetics. The presentation contains irrelevant material and has not addressed the brief. Poor reflection & evidence of a no understanding of conflicting theories and evidenced. Poor scholarly standard in use of sources and referencing.
