DMSA - CW2 - Summative Brief

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BPP Business School

Coursework Cover Sheet

Please use this document as the cover sheet of for the 1st page of your assessment.

Please complete the below table – the grey columns

Module Name Digital Marketing Strategy & Analytics


Student Reference Number
(SRN)
Assessment Title

Please complete the yellow sections in the below declaration :

Declaration of Original Work:

I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.

The word count, excluding contents table, bibliography and appendices, is ______ words.

Student Reference Number: __________ Date: ______

By submitting this coursework you agree to all rules and regulations of BPP regarding assessments
and awards for programmes.

Please note that by submitting this assessment you are declaring that you are fit to sit this
assessment.

BPP University reserves the right to use all submitted work for educational purposes and may
request that work be published for a wider audience.

DMSA_CW2[S]
MSc Management with
Digital Marketing

Digital Marketing Strategy and Analyics

Coursework Assessment Brief

DMSA_CW2[S]
1. General Assessment Guidance

• Your summative assessment for this module is made up of this one submission which accounts
for 100% of the marks.
• Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only
submissions made via the specified mode will be accepted and hard copies or any other digital
form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 5,000 words. You must comply with the word count
guidelines. You may submit LESS than 5,000 words but not more. Word Count guidelines can be
found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put
your student registration number (SRN) which will ensure your submission is recognised in the
marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve
minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which
is already published by other author(s) and is not referenced will be considered as a case of
plagiarism.
You can find further information on Harvard Referencing in the online library on the VLE. You can
use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of
plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to
read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which
are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.

DMSA_CW2[S]
2. Assessment Brief

The assessment entails a portfolio of three specific tasks and resulting outputs:

Task 1 – a blog discussing digital innovation and their impact on marketing

Task 2 – a presentation* detailing the marketing strategy based on segmentation, targeting and
positioning for a chosen brand

Task 3 – a digital marketing plan and corresponding metrics/dashboard for a chosen product or
service

*Please note, you are required to put together a presentation slide deck and speaker notes, but you
will not be asked to present the slides.

Outputs for all three tasks need to be collated into one Word document to be submitted via Turnitin.
If you have any questions about formats, please speak to your tutor or module leader.

In this assessment you need to demonstrate you meet the following module Learning Outcomes:

1. Critically evaluate the impact of digital innovations on marketing practice.


2. Critically evaluate the principles of segmentation, targeting and positioning to build a digital
marketing strategy.
3. Critically assess the impact of digital technology on the marketing mix.
4. Analyse and critically evaluate the role of analytics for supporting marketing decisions.

Task 1: Blog (25 marks, LO1)

You are required to write a 1,250-word blog about digital innovations and their impact on marketing
practice. The blog should be written for marketing professionals. In order to write the blog you
should research the topic using both academic and professional journals.

In your blog you should:

• Discuss recent digital innovations which are relevant to marketing.


• Critically assess the impact these innovations have on marketing practice.
• Use real-life examples throughout the blog to illustrate your points.

The blog should be included in the assessment document and submitted through Turnitin.

Task 2: Presentation (25 marks, LO2)

For a brand of your choice, you should create a PowerPoint presentation detailing a proposal for a
new customer segment based on the principles of segmentation, targeting and positioning. The
presentation should be developed for the Chief Marketing Officer (CMO) of the company which

DMSA_CW2[S]
owns the brand you have selected. You should research the brand using online public sources and
professional journals.

In the presentation slide deck, you should:

• Provide brief background information to the brand you have chosen and its current target
segment(s) and positioning in the market.
• Using relevant Segmentation, Targeting and Positioning theory/models propose and justify a
new market segment for the selected brand. Clearly explain your rationale for the proposed
segmentation approach, the selection of the target segment and the positioning against
competitors in the market.
• In your conclusion, critically evaluate the principles of segmentation, targeting and positioning in
relation to digital marketing strategy.

The PowerPoint presentation should be a maximum of 10 slides (excluding slides containing the list
of references) and include speaker notes for each slide with a maximum 1,300 words in total. The
slides and speaker notes should be included in the assessment document. Please speak to your tutor
or module leader if you need further guidance on the format of the submission.

Task 3: Digital marketing plan (40 marks, LO3 and LO4)

For your chosen company you should write a 2,000-word digital marketing plan which will be
presented to the Management Board of the company. The company has asked you to help them
develop a plan to raise brand awareness for the product or service they sell. You should research the
company and its product or service using online public sources and professional journals. You should
also use appropriate theories and frameworks to underpin your work.

In the digital marketing plan, you should:

• Provide a brief summary of the chosen company and its product or service.
• Specify marketing objectives for the company relevant to their overall aim of raising brand
awareness.
• Outline the recommended marketing mix and discuss the impact of digital technology on the
marketing mix.
• Provide justified recommendations for two specific metrics which can be used to monitor and
measure the implementation of the plan.
• Create a comprehensive strategic dashboard which can monitor whether the company is
achieving its aim of raising brand awareness. Provide a rationale for the selected marketing
metrics and KPIs.

Task 4: Presentation and structure (10 marks)

Your portfolio of the three tasks should have:

• A clear structure and layout in line with the requested formats.

DMSA_CW2[S]
• Professional and concise writing style.
• Appropriate Harvard referencing throughout the portfolio with a range of credible sources.
• Dashboard with clear layout and easy to follow graphics.

The total word count of the portfolio should not exceed 5,000 words. This includes headings and
sub-headings, text-based tables, and in-text citations. It does not include the cover sheet,
appendices, numerical tables, reference list, contents page or list of figures.

Some further guidance and tips

It is important that you spend adequate time researching your chosen organisation. You need to be
sufficiently familiar with the organisation and its product or service to complete the tasks
successfully.

Please ensure you set aside sufficient time to research, analyse and prepare (and re-draft where
needed) this assignment. This portfolio assessment will be a challenging undertaking therefore, you
will be given sufficient opportunities to practise key elements/aspects of the tasks as part of
coursework activities and your tutor will provide regular feedback.

The assessment should be written in a professional tone and should only contain relevant material
that directly contributes towards answering the tasks.

The tasks will indicate any specific format requirements and recommended word limits, and it is
expected the assessment will be presented accordingly.

The assessment has been developed so that it can be applied to organisations of all sizes and
sectors. Where you feel that applying the assessment to the chosen organisation requires a creative
approach to the concepts and theoretical principles explored, this is acceptable following discussion
with and approval by your tutor. Where this occurs, the approach taken and the reasons for that
should be outlined within the organisation summary in task 3.

DMSA_CW2[S]
3. Marking Guide

The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines, marks and marking rubric:

Assignment task Fail (0-39%) Low Fail (40-49%) Pass (50-59%) Merit (60-69%) Distinction (70-100%)
1. Task 1: Blog (25% Guidelines:
weighting, LO1) • Discuss recent digital innovations which are relevant to marketing.
• Critically assess the impact these innovations have on marketing practice.
Weak and often implicit Limited knowledge of Satisfactory knowledge Good knowledge of Excellent knowledge of
knowledge of digital digital innovations with of digital innovations digital innovations with digital innovations with
innovations with some appreciation of the with emerging application of current excellent and detailed
inadequate appreciation wider marketing application of the and emerging thoughts usage of recent emerging
of the wider marketing discipline. thoughts and practices at and practices at the thought at the forefront
discipline. Limited critical the forefront of the forefront of the of the marketing
Weak critical evaluation evaluation of the impact marketing discipline. marketing discipline. discipline.
of the impact of digital of digital innovation on Satisfactory critical Good critical evaluation Excellent critical
innovation on marketing marketing practice. evaluation of the impact of the impact of digital evaluation of the impact
practice. of digital innovation on innovation on marketing of digital innovation on
marketing practice. practice. marketing practice.
2. Task 2: Guidelines:
Presentation (25% • Provide brief background information to the brand you have chosen and its current target segment(s) and positioning in the market.
weighting, LO2) • Propose and justify a new market segment for the selected brand using relevant theory/frameworks.
• Critically evaluate the principles of segmentation, targeting and positioning in relation to digital marketing strategy.
Weak and often implicit Limited knowledge of Satisfactory knowledge Good knowledge of STP, Excellent knowledge of
knowledge of STP with STP, begins to explore of STP, exploring and exploring and explicitly STP, exploring and
some omissions and/or and analyse the explicitly analysing the analysing the marketing explicitly analysing the
lack of theory of the marketing discipline and marketing discipline and discipline and its theory marketing discipline and
marketing discipline. its theory. its theory with some with considerable its theory with clear
Weak critical evaluation, Limited critical originality, detail and originality, detail and originality, detail and
largely descriptive and evaluation with some autonomy. autonomy. autonomy.
reasoned judgements.
lack of reasoned Satisfactory critical Good critical evaluation Excellent critical
judgements. evaluation with solid and with strong, well- evaluation with
reasoned judgements. reasoned judgements. outstanding, well-
reasoned judgements.
3. Task 3: Digital Guidelines:
Marketing Plan • Provide a brief summary of the chosen company and its product or service.
(40% weighting, • Specify marketing objectives for the company relevant to their overall aim of raising brand awareness.
LO3 and LO4) • Outline the recommended marketing mix and discuss the impact of digital technology on the marketing mix.
• Provide justified recommendations for two specific metrics.
• Create a comprehensive strategic dashboard.
Weak evidence of Limited evidence of Satisfactory and Good and extensive Excellent evidence of an
research and use of considerable research substantial research and research and evidence of innovative or original use
appropriate sources. and limited use of a evidence of a range of a wide range of of extensive research
Weak knowledge of the range of appropriate appropriate sources. appropriate sources. which has been
digital marketing mix sources. Satisfactory knowledge Good knowledge of the thoroughly critically
and analytics. Limited knowledge of of the digital marketing digital marketing mix and evaluated.
Weak critical evaluation, the digital marketing mix mix and analytics. analytics. Excellent knowledge of
largely descriptive and and analytics. Satisfactory critical Good critical evaluation the digital marketing mix
lack of reasoned Limited critical evaluation with solid and with strong, well- and analytics.
judgements. evaluation with some reasoned judgements. reasoned judgements. Excellent critical
reasoned judgements. evaluation with
outstanding, well-
reasoned judgements.
Presentation (10%) Guidelines:
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Harvard referencing: range and credibility of the sources use and correct application of Harvard referencing style
throughout report and appendices
• Dashboard with clear layout and easy to follow graphics
Weak references with Limited appropriate Satisfactory with full and Good with precise, full Excellent with precise,
errors or references with minor appropriate references. and appropriate full and appropriate
inconsistencies. errors. references. references.
Inadequate structure Limited structure and Satisfactory structured Well-structured layout Outstanding structured
and expression. expression. layout and mainly and professional and layout and professional
Weak communication Limited communication accurate expression. accurate expression. and accurate expression.
skills adapted to some skills adapted a range of Satisfactory Good communication Excellent communication
degree to different situations and audiences communication skills skills adapted to suit all skills adapted to suit all
situations and with some degree of adapted to a wide range situations and audiences situations and audiences
audiences, lack of professionalism. of situations and to a near-professional to a professional
professionalism. audiences to an standard. standard.
adequate professional
standard.

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