Digital marketing

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Manchester Metropolitan University

Faculty of Business and Law

UG Elective Level 6

 

Unit 5P6Z0092

Digital & Social Media Marketing
Communications Management

2014 – 2015 Session

 

 

Unit Handbook &

Group Formative & Individual Summative Assessment

(100% of Overall Unit Grade)

All Sections

 

Includes instructions for resubmission during Summer 2015

 

 

 

 

Unit 5P6Z0092 Digital & Social Media Marketing Communications Management

Group Formative & Individual Summative Assessment

Table of Contents

Summary Information about the Unit and Assessment……………………………………… 3

Method of Working in the Unit……………………………………………………………………….. 4

The Problem…………………………………………………………………………………………………… 6

Submission Deadlines and Details……………………………………………………………………. 8

Resources……………………………………………………………………………………………………….. 9

Sequence of Learning and Assessment……………………………………………………………. 10

Assessment Structure……………………………………………………………………………………. 11

Feedback and Assistance with Assessment Work……………………………………………. 12

Resubmission (Resit or First Sit)……………………………………………………………………… 14

Submission 1 – Formative Group Submission (10%)………………………………………… 16

Submission 2 – Formative Group Submission (40%)………………………………………… 18

Submission 3 – Summative Individual Submission (50%)…………………………………. 20

 

 


 

Summary Information about the Unit and Assessment

 

Aims
  • To allow you to produce digital and social media marketing artefacts and reports
  • To enable you to consider the issues in the development of a digital and social media marketing opportunity
  • To allow you to explore all of the factors that could have an impact on the success of a digital and social media marketing opportunity
  • To allow you the opportunity to work within a collaborative community as well as on your own
  • To allow you the opportunity to present findings in different ways which enhance your employability
Tasks
  • Analyse opportunities in the digital marketplace
  • Identify customers and stakeholders
  • Develop digital and social media communications objectives
  • Develop a digital and social media strategy
  • Design a digital and social media communications programme
  • Develop digital and social media communications evaluation
Deliverables
  • An evolving group digital presence
  • Individual visualisation
  • An individual evaluation of the performance of your team’s digital presence

 

Programme Learning Outcomes 

 

  • Identify professional and commercial issues
  • Explain professional and commercial issues
  • Critique professional and commercial issues

 


 

Method of Working in the Unit

 

Read this very carefully. Failure to do so may result in you losing marks or even failing the assessment for this unit.

 

It looks long and complicated, but it contains all of the information you need to get everything right. Check that you have every one of pages of this document – you can do this by looking at the bottom right hand footer at the point where it says “page x of y pages”

 

This unit has a GROUP FORMATIVE and INDIVIDUAL SUMMATIVE assignment.

 

You will need to choose and work in a learning set in order to be able to carry out the creative and analytical processes required to complete this work. So you will need to choose your learning set very quickly! You have a group submission almost straight away so do not leave this until the last minute – CHECK THE DATE NOW! Learning sets must contain a minimum of 2 people and a maximum of 6 UNLESS YOU HAVE BEEN GIVEN SPECIFIC CLEARANCE BY THE UNIT TUTOR.

 

Your learning set will be the resource for your ideas. Your learning set will submit 2 group assignments (Sections A and B) during this unit.

 

You will also submit 1 individual assignment (Section C) at the end of this unit.

 

Whilst the individual assignment is based on the thinking from your learning set, you must submit work that is clearly individual.

  • It must not be the same as work submitted by other members of your learning set. It must be your own work.
  • Work that is not individual will be regarded as plagiarised work.
  • Please bear in mind that we will mark your work at the same time as we mark the work of your fellow learning set members, so any similarities will be immediately obvious.

 

For each of your submissions:

 

  • Group Formative Submissions 1 and 2:
    • You must make sure that the names and IDs of every member of your agency team are clear to the assessor when reading any submissions
  • Individual Final Submission:
    • You must make sure your name and student ID is within the uploaded visualisation
    • You must make sure your name and student ID is on your final uploaded report

 

  • If YOUR NAME DOES NOT APPEAR ON ANY SUBMISSION, you will not receive a grade for that submission and we will assume you have not contributed anything for the assignment. It is your responsibility to make sure your name is visible for every piece of work to which you have contributed.

 

At the submission of 2nd Group Submission in December

 

  • There is an opportunity to peer assess your agency members if you want to
  • You do not have to complete a peer assessment if you do not want to, and if your team as a whole does not want to, you don’t have to submit anything extra
  • If you want to peer assess, you must inform the rest of the agency team so that they can also have the opportunity to peer assess
  • If you want to peer assess, you must use the official DMCM peer assessment tool. You must request this from the teaching team prior to submitting the work. You must complete this during one of the workshops and hand it directly to your tutor prior to submission of 2nd Group Submission in December.

 

 


The Problem

 

You and your team are responsible for the production of a speculative digital and social media communications pitch for a fictional or real-world organisation. You need to decide very quickly which one you are investigating.

 

How do you do this?

 

  • Have a look at the real world projects – would you like to do your assessment on them?

 

Or

 

  • If no – then think about choosing a company or organisation (small, medium or large) you have heard of – either through your studies or maybe you just like the idea of doing something about a certain company.

 

Or

 

  • Imagine you’re about to start a business and build your assessment around that

 

REAL WORLD PROJECT CLIENTS

 

There are some real world clients who are offering a chance to do this for their organisation. You can choose one of these or one of your own choice. Only 1 team can be considered for each of these companies, and they are liable to be very critical customers – only choose one of these organisations after consulting the teaching team and being given the go-ahead. Details of the organisations offering a real world project, and how to apply, can be found on the Moodle site.

 

REAL WORLD COMPANY YOU CHOOSE

 

If you are choosing a real-world organisation, you must choose a product, service, branding or lifestyle offering that IS NOT ALREADY subject to the very specific digital and/or social media treatment(s) that you are proposing on the date of the first submission. We do accept that the organisation may subsequently implement your proposed ideas independently whilst you complete the rest of the assessment programme, but you must inform the Unit teaching team as soon as you become aware of this.

 

IMPORTANT NOTE: If you have a personal relationship with this organisation (i.e. it was your placement, you own it, you work there currently within a professional capacity, or you are in some way connected personally with the business through friends or relations), then you must inform the Unit teaching team. This is so that we can be sure that you do not attempt to obtain an unfair advantage by producing materials that are not your own. We will discuss this with you when you inform us of any interest.

 

START-UP

 

The alternative is to suggest a new idea for a business that you would like to start up. If you are choosing a start-up organisation, it should be regarded as a business for a new product, service, branding or lifestyle offering rather than a pre-existing business. Your digital and social media communications opportunity must be focussed on the role of digital and social media communications around the launch and subsequent running of the new business.

 

Solutions from your digital and social media communications opportunity can be anything you choose, but you should avoid unrealistic or esoteric solutions. In particular, you must be conscious of things such as time and cost issues. Unrealistic or impractical work will receive low grades.

 

You will need to make assumptions about your chosen organisation, and these should be clearly indicated in any submission. You should highlight and describe any assumptions in an appendix section for each submission. Where information is unavailable (such as privileged or confidential information to which you do not have access), you are strongly encouraged to imagine what this information might be.

 

If you are choosing a fictional organisation, you must also submit a brief appendix at the end of each submission with a list of assumptions you are making about your fictional organisation and reasons/justifications for those assumptions. You do not need to repeat assumptions for each subsequent submission, unless you are noting that assumptions have changed. The best way to produce your assumption list is by providing a 2-column table with assumptions in the left column and reasons/justifications in the right column.

 

THEORY, PRACTICE AND REFERENCING

 

These assessments are business artefacts and documents for use in a real world context. We expect you to know and understand business models by using them, and this will be clear in the way you conduct your assessment. We do not expect you to describe models or their authors. However you will need to consider their appropriateness of use and any issues they present. Citations should be used to support assumptions and are often best used to refer to credible academic, industrial or business evidence.

 

In content that you create for digital presences, we expect that you will link directly to resources that you cite or reference. We do not expect you to use Harvard referencing in the submissions or the visualisation. However you must use Harvard referencing in the very final uploaded report.

 

SKILLS AND KNOWLEDGE YOU SHOULD HAVE ON ENTRY TO THIS UNIT

 

The advanced nature of this final year unit means that we expect you to have the following skills and knowledge prior to joining us:

 

  • Setup and actively use a Twitter account
  • Setup and actively use a Facebook account
  • Setup a blog site
  • Post to a blog site
  • Knowledge and understanding of basic market segmentation
  • Knowledge and understanding of basic product positioning

 

If you do not have these skills and knowledge prior to joining the unit as an elective, you should give some serious consideration to transferring to another unit. Students who have this unit as core will already have received this learning earlier in their course but may choose to revisit this learning now.

 

 


 

Submission Deadlines and Details

 

All of your work is electronic. You will not be submitting any work via the traditional submission bins.

 

You need to ensure that you submit your work on the dates shown below. The normal regulations for late work, mitigating circumstances and extensions apply. Please do not ask the Unit teaching team for extensions – you must use the formal procedure for your programme.

 

Assessment Submission Stages Submission Deadline
1st Group Milestone Submission (1)

Section A

Monday 10th November 2014 by 23:59
Your group milestone feedback session is on: Workshop 2nd December 2014
2nd Group Submission (2)

Section A

Monday 15th December 2014 by 23:59
Your group milestone feedback session is on: Workshop 27th January 2014
Final Individual Submission (3)

Section A

Section B

 

Monday 20th April 2015 by 23:59
Your individual grade is submitted to the exam board as your finals grade The exam board meets in June

 

As Submission 3 is a summative final piece of work, you do not receive any formal feedback and the grades are fed directly to your exam board. It is likely that grades that are entered into student record system may be outputted as final grades in Moodle. Please note that we have no control over this system and are unable to confirm when it happens.

 


 

Resources

 

  • Learning materials from 5P6Z0092 DSMMCM
  • Specific readings identified by the Unit teaching team from the core texts
  • Materials and resources from the DSMMCM Moodle Page
  • Additional web-based resources identified by the Unit teaching team
  • Access to the unit teaching team in the specified lectures, workshops, show & tell sessions, and the DSMMCM Moodle Forums
  • Access to the unit teaching team in specified staff open office hours

 

Resources not available to you

 

  • Access to the unit teaching team outside of the times and spaces described above

 

Communicating with the Delivery Team

 

All questions and queries regarding the unit, its content and assessment must be raised in the appropriate discussion forum on the DSMMCM Moodle page.

 

You should not email any teaching team members with a question about the unit, content or assessment UNLESS the issue is personal and cannot be revealed to other students on the programme.

 

It is the policy of the University to ensure that all course questions are asked and answered openly on discussion forums and not via email. If you do email a teaching team member with a question like this, they will simply direct you to the discussion forum – this will delay any answer.

 

If you have a question:

 

  • Check it is not already covered in this document
  • Check it is not covered in an Assessment ‘Show & Tell’ Lecture
  • Check someone has not already asked it in the appropriate Moodle forum

 

If you have checked the above, then go ahead and ask the question in the appropriate Moodle forum. Moodle forums are generally checked after the Moodle summary email has arrived so please be patient – a message you post one morning might not been seen until the day after.

 

 

 


 

Sequence of Learning and Assessment

 

There are some rules that govern the assessment regime for this unit.

 

You must begin your assessment straightaway as there is significant research that you will have to do, as well as some creative thinking right at the start of the unit. Remember there is a submission date soon after we start this unit

 

You must submit all assessment sections in order to receive a final grade for the unit course assessment as a whole. This means your name must be appear on an assignment at each of the submission stages.

 

You will also note in the Unit Schedule that there are specific workshop tutorials set aside for completing sections of the assignment. You should use these sessions carefully to cover work you have done with the workshop tutor.

 


 

Assessment Structure

 

You will notice that the assessment is broken down into specific sections (look at which sections you must submit at each submission stage), which have components that you need to consider.

 

  • The group submissions are worth a total of 50% of the unit marks
  • The individual submission is worth a total of 50% of the unit marks. Although the individual sections look relatively short, you will be assessed on the quality of your argument, not on the amount you write.

 

Blaise Pascal once wrote, “I am writing you a long letter, because I haven’t got time to write you a short one.” There are strict guidelines for the maximum length of each section of the group report, and for the individual critical evaluations. You should aim to keep within these maximum lengths, although these are an indication of the maximum we expect you to produce rather than a stipulation of actual length – they may be much shorter if that is appropriate. We will penalise where there is excessive overwrite, and there has been no prior discussion between you and the teaching team.

 

Advice: Make sure that you provide a response to every component within a section, and that you have responded to every section within a submission. If you do not respond to a component, you will receive no marks for that component. If you do not provide responses for a whole section, you will receive no marks for that section. In the past, students have left out components “because they were too hard” or the student “didn’t understand the question.” You should try and respond in some way even if you find it difficult, as you will receive some credit for trying. You won’t get any marks at all if you produce nothing.

 


 

Feedback and Assistance with Assessment Work

 

The workshops are set up in a way to help you develop content that you can use in your assignment.

 

You should use these sessions to check your understanding of the content.

 

  • You will note some of the workshops are specifically dedicated to getting feedback on your ideas for responding to the assignment.
  • These are the only occasions when tutors can assist you with your assessable work so you should take full advantage of these times if you need this feedback.
  • You will need to look carefully at the schedule for the appropriate workshop.
  • Please remember that tutors’ time is filled with other tasks for other customers inside the University, and for customers outside the University.
  • Tutors are unable to look at your work and provide feedback in any setting other than during the workshops – this includes during tutors’ open office hours. This could be regarded as “an attempt to gain an unfair advantage” in the University regulations.
  • Please do not cause any embarrassment to staff or offence to yourself by asking for work to be “looked at” or “checked” outside of the scheduled formative feedback workshop where other students can benefit from the insight.

 

How Feedback is Managed

 

Feedback is given to you in the following ways on the following occasions.

 

  • You will receive regular, verbal feedback on your ideas as your develop content based around your understanding in the workshops.
  • You will receive a formal feedback sheet for each formative assessment you submit which shows your grade, your level of performance and opportunities to improve your next piece of work based on your current performance.
  • You will also receive a class feedback session with the tutor, who will explain common successes and issues that occur in the class, and who may well demonstrate a model answer. If you do not attend this session, it will be deemed that you do not require this feedback
  • Any student can obtain additional feedback using the unit feedback request form, if they require information that is not contained on the formal feedback sheet or in the group feedback session. This sheet will be handed to you if you request further feedback. You must complete this form in order to receive additional feedback.
  • The final submission is a summative piece (like an final exam) and no feedback on how you can improve your work is provided by tutors on these final pieces, because there is no further piece for you to improve upon.
  • YOU MAY REQUEST A TRANSCRIPT OF YOUR FINAL PERFORMANCE FROM THE TEACHING TEAM AFTER YOUR RECEIVE YOUR FINAL RESULTS FROM THE EXAM BOARD OR THE GRADES SYSTEM IF IT RETURNS THESE PRIOR TO THE EXAM BOARD. THESE ARE OFFERED TO YOU AS AN INFORMAL SERVICE AND DO NOT REPRESENT PART OF A FORMAL FEEDBACK SERVICE.

 

 

 

About Getting Low Grades in Summative Work

 

Sometimes it can be upsetting to receive marks far lower than you would like, and you may want some feedback on this. Read the following statement to understand what a mark is and what feedback is:

 

The mark and performance feedback statement represent what the assessor has objectively observed in the submitted work. It is a not a judgement of you but a judgement of the work’s standard.

 

Please remember that whilst the unit teaching team is happy to talk to you about your work and how you could improve on your next submission, any discussion will not include the opportunity to get the marks changed.

 

We recommend you visit us for supportive feedback if your mark was more than 10% lower that you would have expected (i.e. you expected a grade of 65% but scored less than 55%). We also recommend that you visit us if your mark was more than 10% higher than you would have expected, so that we can identify the causes of your success and encourage you to repeat them. Please do not contact us for additional feedback if the mark is more or less (within +/- 10%) what you would have expected.

 

You must not contact the staff with a view to getting grades changed, as assessor judgement of your performance is final. If you attempt to do this during a conversation with the assessor, he or she will end the conversation immediately and offer no further opportunity for feedback on that particular submission. All of the work goes through a formal moderation process, which means that other assessors check work and grades before you receive the graded work back. The grade you receive is what the assessor judges it to be worth. Specific sample pieces of work, particular problem pieces, are passed to an external examiner who also considers the appropriateness of the grades.

 

If you are unhappy with the grade, and you feel it falls within the remit of the appeals system, you should use the formal appeal procedure. Please remember that you may only appeal against a decision of the exam board once it has been approved by the formal exam board (after your finals in the summer).

 

You cannot appeal against the academic judgement of the assessor. Please also remember that any grades you receive during the year are provisional, and that grades may go down as well as up as a result of the formal exam board.

 

We find that students who work hard and do their best always get the grades they deserve. Students who get a lot less than they expected should honestly look at how much effort they put in and whether what they have submitted is really the best they could do. Using the grading tables carefully should allow you to work out sensibly what you can receive.

 

But please remember – as a team we have been doing this for a long time, have seen a lot of submitted work, and know what the expected standard for all work is at this University.

 

 

 

Resubmission Assessment (Resit or First Sit)

 

If after the exam board you find that you are to be reassessed (or assessed for the first time depending on your circumstances) then you should read the following information.

 

Whether you are being reassessed or sitting for the first time, the instructions for this are the same.

 

Your letter from the exam board explains which elements of assessment you need to redo – either the group element or the individual element or both.

 

If you are asked to resit the group element, you should resubmit work based on Submissions 1 and 2 in this assignment brief. You can do this either as an individual or if your whole team have been asked to resubmit the work, you can do this as a team. You should contact the teaching team immediately on this and look carefully at your feedback – you may be able to reuse aspects of your work whilst completely overhauling other aspects. You will be expected to submit in the same format as the first time. You submit your links to the discussion group for resits.

 

If you are asked to resit the individual element, you should resubmit work based on Submission 3 in this assignment brief. You must do this as an individual. You should contact the teaching team immediately on this and look carefully at your feedback – you may be able to reuse aspects of your work whilst completely overhauling other aspects. You will be expected to submit in the same format as the first time. You submit this into Moodle submission area for resits.

 

You should discuss your reassessment with the teaching team as soon as you can so that you can concentrate on the submission of work that needs careful attention.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The Assignment Brief

 


Submission 1 – Formative Group Submission (10%)

 

This submission contains 1 section. You need to demonstrate awareness of the strategic thinking for a digital communications proposition

 

You need to post 1 individual blog post on a blog site you have created (using a blog tool or other platform of your choice). These must detail your organisation, your PSO and your digital marketing communications objectives.

 

How you respond to this task is up to you. You can consider alternative and innovative responses for the proposal of this new idea, but all ideas must be submitted within the constraints noted below. Your brief is to ensure that the client MD/CEO and the wider digital marketing professional community notice your idea.

 

SECTION A: Speculative Digital/Social Pitch Blog Post (10%)

Task 1: Describe the organisation you have chosen in 50 words or less
Task 2: Identify the product/service/offering (PSO) as an opportunity to be marketed through digital and social channels
Task 3: Propose some digital marketing communications objectives for the digital marketing effort to achieve

 

In order to exceed the pass grade (40%) for this section, you should look at the Assessment Grading Advice Document for guidance on the additional effort required to reach ‘2.1.’ (60% and above) and ‘1st’ (70% and above) level grading, and at the section A grading criteria table.

 

Submission Deliverables Checklist

 

  • “Speculative Digital/Social Pitch” Blog Post

 

Regulations and Rules

 

  • 1 blog post responding to Section A
    • Your blog post for Section A should contain 3 very clear and distinct sections with clear headings
    • The maximum length for this blog post must not exceed 400 words (including words within any diagrams or tables)
    • The response to Task 1 must not exceed 50 words
    • Clearly identify student names and Student IDs as a short table at the end of the blog post – these do not count in your word count
  • You should link directly from your blog post to any electronic resources that you cite within your blog post
  • You should supply full details of any citations, references or external sources on a separate, on-going references/bibliography/resources page that you update throughout the unit.
  • Any appendix page should be updated as you progress through the unit. You may refer to information on an appendix page but please note that any material on an appendix page will not be considered in the assessment grading

 

Submission

 

  • You must submit the link to your submitted 1 blog post in the clearly labelled discussion group on the Unit Moodle Page
    • You should post one message clearly stating your team’s name and place a link to the specific blog post in the message
    • DO NOT SIMPLY LINK TO THE BLOG HOME PAGE: YOU MUST LINK TO THE SPECIFIC BLOG POST – if you do, it will count as a non-submission
    • In the post itself you should clearly identify the names and student IDs of every student who has contributed to this work
  • You must also take a snapshot of your blog post using the Web2PDF service and submit the snapshot in the clearly identified online submission point on the Moodle unit page.
  • Your team should consider the relative importance of the following items in your post:
    • The key phrase “DSMMCM1415”
    • The key search term “Digital and Social Media Marketing Communications Management 2014 – 2015”
    • A further 3 search terms or phrases that relate to your PSO
  • IF YOU DO NOT UNDERSTAND ANYTHING HERE, ASK THE TEACHING TEAM DURING THE LECTURES, WORKSHOPS, SHOW & TELL, OR ON THE MOODLE DISCUSSION

 

 

 


Submission 2 – Formative Group Submission (40%)

 

This submission contains 1 section. You need to analyse a digital and social media marketing communications opportunities for specific audiences.

 

As an agency team of practitioners, you need to produce 3 consecutive, linked blog posts for the Board of Directors on the market-opportunity analysis you have conducted, that creates an understanding of the marketing opportunities available to the business. Your blog entries should be a formal business posts. You can assume the MD/CEO has okayed your initial pitch and that your brief has been to assess the viability of your proposal. Opportunities and ideas may have changed since your initial submission and you may change your ideas in line with any feedback you have from us or any new ideas you have subsequently discovered.

 

SECTION A: Digital and Social Marketing Communications Opportunities Available to this Business (30%)

 

Task 1: Produce a target market blog post which specifies:

  • The most appropriate approaches for segmentation that you should use
  • The most appropriate target audiences for your PSO
Task 2: Produce a viability blog post in which you compare suitable digital and social media communications approaches and make choices about which approaches you will use
Task 3: Produce an anti-viability blog post in which you discuss digital and social media communications approaches that are not suitable for use on this occasion

 

In order to exceed the pass grade (40%) for this section, you should look at the Assessment Grading Advice Document for guidance on the additional effort required to reach ‘2.1.’ (60% and above) and ‘1st’ (70% and above) level grading, and at the section B grading criteria table.

 

Submission Deliverables Checklist

 

  • “Our Main Audiences” Blog Post
  • “Suitable Digital & Social Media Marketing Approaches” Blog Post
  • “Unsuitable Digital & Social Media Marketing Approaches” Blog Post

 

Regulations and Rules

 

  • 1 blog post responding to Task 1
    • The maximum length for this blog post must not exceed 600 words (including words within any diagrams or tables)
    • Your blog post for Task 1 should contain 2 very clear and distinct sections with clear headings
    • Clearly identify student names and Student IDs as a short table at the end of the blog post – these do not count in your word count
  • 1 blog post responding to Task 2
    • The maximum length for this blog post must not exceed 400 words (including words within any diagrams)
    • Clearly identify student names and Student IDs as a short table at the end of the blog post – these do not count in your word count
  • 1 blog post responding to Task 3
    • The maximum length for this blog post must not exceed 200 words (including words within any diagrams)
    • Clearly identify student names and Student IDs as a short table at the end of the blog post – these do not count in your word count
  • You should link directly from your blog posts to any electronic resources that you cite within your blog post
  • You should supply full details of any citations, references or external sources on a separate, on-going references/bibliography/resources page that you update throughout the unit
  • Any appendix page should be updated as you progress through the unit. You may refer to information on an appendix page but please note that any material on an appendix page will not be considered in the assessment grading

 

Submission

 

  • You must submit the 3 link to your submitted 3 blog post in the clearly labelled discussion group on the Unit Moodle Page
    • You should post one message clearly stating your team’s name and place a link to each specific blog post in the message
    • DO NOT SIMPLY LINK TO THE BLOG HOME PAGE: YOU MUST LINK TO THE SPECIFIC BLOG POST – if you do, it will count as a non-submission
    • In the post itself you should clearly identify the names and student IDs of every student who has contributed to this work
  • You must also take a snapshot of each of your 3 blog posts using the Web2PDF service and submit the 3 snapshots in the clearly identified online submission point on the Moodle unit page.
  • Your team should consider the relative importance of the following items in your post:
    • The key phrase “DSMMCM1415”
    • The key search term “Digital and Social Media Marketing Communications Management 2014 – 2015”
    • A further 3 search terms or phrases that relate to your PSO
  • IF YOU DO NOT UNDERSTAND ANYTHING HERE, ASK THE TEACHING TEAM DURING THE LECTURES, WORKSHOPS, SHOW & TELL, OR ON THE MOODLE DISCUSSION

 

 

Submission 3 – Summative Individual Submission (50%)

 

Read this really carefully. It contains all of the information about the final assignment, which is handed in at the very end of the final term.

 

This individual submission contains 1 section with 5 tasks. You will need to:

 

  • Formulate a digital and social media marketing strategy
  • Produce an understanding of the components within a digital and social media marketing strategy
  • Design the customer voyage
  • Evaluate the effectiveness of your team’s site

 

You are going to pitch for the work of running the Digital & Social Media Marketing opportunity for the business against a number of other providers at a “Beauty Contest”. The Board of Directors has decided that the beauty contest will consist of a series of visualisations. You will also need to evaluate the relative success of promoting your own team blog so people can understand that you know what you have done and why you have done it.

 

SECTION A: Digital & Social Media Marketing Visualisation and Team Blog Analysis Report (50%)

 

Task 1: Identify and consider usage of digital and social media marketing levers in this particular campaign in a digital and social media marketing matrix
Task 2: Illustrate the desired customer voyage based on Task 1
Task 3: Provide and discuss data to show traffic and referral traffic to your agency blog site, including providing the Google ranking of your site for the search terms mentioned in the first group submission (Actual ranking position will not affect your grade)
Task 4: Provide a personal critique of the initiatives you and your agency team put in place to promote the agency blog site
Task 5: Provide a post campaign reflection on what you would do differently were you to repeat this campaign

 

In order to exceed the pass grade (40%) for this section, you should look at the Assessment Grading Advice Document for guidance on the additional effort required to reach ‘2.1.’ (60% and above) and ‘1st’ (70% and above) level grading, and at the section C, D and E grading criteria tables.

 

Submission Deliverables Checklist

 

  • “Digital & Social Media Marketing” Visualisation
    • The visualisation should visually and attractively communicate a digital and social media communications strategy with visual evidence of how you will use digital marketing levers in this campaign
    • The customer voyage element should be a single, visual representation of specific combinations of marketing lever that will be used at various touchpoints in the lifetime of the typical customer.
  • “Team Blog Site Analysis” Report
    • How you present “data” in task 3 is up to you, and may consist of graphs, charts, spreadsheets or screen-grabs along with an analysis of the situation and discussion of issues. Data sources are up to you, but you may want to consider the use of Google Analytics, other tools or tools present within the blog platform itself.

 

Regulations and Rules for Visualisation Tasks

 

  • 1 visualisation responding to Task 1 and 2, or 1 visualisation for each task, but a maximum of 2 visualisations in total for Task 1 and 2.
  • The visualisation(s) should only be saved and submitted in one of the following formats:
    • PDF
    • PNG
    • JPEG
    • GIF
  • A visualisation can be a maximum of 1024 pixels wide but it can be any length you deem appropriate
  • Clearly identify your name and IDs on all visualisation materials
  • You may use any font and graphics you deem suitable on the visualisation
  • You should not provide any appendices – all information required must be on the visualisation.

 

Regulations and Rules for Analysis Report

 

  • 1 word processed report responding to Task 3, 4 and 5
    • The maximum length for this report must not exceed 2 A4 sides
    • Your report for Task 3, 4 and 5 should contain 3 very clear and distinct sections with clear headings
    • Clearly identify your name and IDs on a title page – this does not count in your page count
  • The report must be saved and submitted as a PDF file. It must not be in any other format.
  • You should supply full details of any citations, references or external sources on a separate reference page, bibliography page and appendices page – these do not count in your page count
  • You may refer to information in an appendix but please note that any material on an appendix page will not be considered in the assessment grading

 

Submission for Visualisation and Report

 

  • You must submit your visualisation(s) together with your report in the clearly identified online submission point on the Moodle unit page. THERE IS NO PHYSICAL PAPER SUBMISSION.
  • IF YOU DO NOT UNDERSTAND ANYTHING HERE, ASK THE TEACHING TEAM DURING THE LECTURES, WORKSHOPS, SHOW & TELL, OR ON THE MOODLE DISCUSSION