Digital Marketing

6MARK015

Interactive and

D

igital

M

arketing

M

id

T

erm

Test

T

his mid

-

term test

incorporate

s

questions that require

you

to recall and apply key theory

and

principles

that were

introduced

in the first half of the

module. The test will also assess

written communication skill

s

and their ability to integrate different concepts from the

module to a specific example. The test is timed and if completed remotely is effectively

open book

, you should therefore

include

cit

ations and a list of references

to demonstrate

research carried out in developing the essay

s

.

You must complete

ONE

question with a

guide word count of

1,000

words.

Question 1

:

The

Customer Journey

or Lifecycle

is helpful in planning how to use channels

in

marketing communications

.

Define your understanding of the concept and d

esign a

digital

multi

-

channel strategy

, identifying touchpoints

around a customer journey model

appropriate for the purchase and consumption of takeaway pizza

. (

100 marks/

1,0

00

words)

Question 2:

Referring to the RACE model,

distinguish

the four elements of the model.

Evaluate

the rol

e of two of those elements. Use examples to contextualise your

understanding.

(

100 marks/

1,0

00 words)

Criterion

Weighting

Individual Mid

-

Term Online Timed Assessment

Knowledge and understanding:

Comprehension of the implications of the question and

extensive and accurate knowledge and understanding.

Technical vocabulary used appropriately.

40%

Argument:

Awareness of underlying theoretical and methodological

issues, showing an understanding of how they link to the

question.

Critical, analytical argument, demonstrating independent

thinking, sensibly structured and supported.

Knowledge of relevant

theories and models, demonstrating

the ability to be selective in the range of material used, and

the capacity to synthesise rather than describe.

40%

Presentation:

No significant grammatical or spelling errors;

written/presented clearly and concisely; co

nsistent referencing

meeting Westminster Harvard style.

20%

6MARK015 Interactive and Digital Marketing

Mid Term Test

This mid-term test incorporates questions that require you to recall and apply key theory

and principles that were introduced in the first half of the module. The test will also assess

written communication skills and their ability to integrate different concepts from the

module to a specific example. The test is timed and if completed remotely is effectively

open book, you should therefore include citations and a list of references to demonstrate

research carried out in developing the essays. You must complete ONE question with a

guide word count of 1,000 words.

Question 1: The Customer Journey or Lifecycle is helpful in planning how to use channels in

marketing communications. Define your understanding of the concept and design a digital

multi-channel strategy, identifying touchpoints around a customer journey model

appropriate for the purchase and consumption of takeaway pizza. (100 marks/1,000 words)

Question 2: Referring to the RACE model, distinguish the four elements of the model.

Evaluate the role of two of those elements. Use examples to contextualise your

understanding. (100 marks/1,000 words)

Criterion Weighting

Individual Mid-Term Online Timed Assessment

Knowledge and understanding:

Comprehension of the implications of the question and

extensive and accurate knowledge and understanding.

Technical vocabulary used appropriately.

40%

Argument:

Awareness of underlying theoretical and methodological

issues, showing an understanding of how they link to the

question.

Critical, analytical argument, demonstrating independent

thinking, sensibly structured and supported.

Knowledge of relevant theories and models, demonstrating

the ability to be selective in the range of material used, and

the capacity to synthesise rather than describe.

40%

Presentation:

No significant grammatical or spelling errors;

written/presented clearly and concisely; consistent referencing

meeting Westminster Harvard style.

20%