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7QQMM530 – DIGITAL MARKETING STRATEGY Coursework 2 – Individual Coursework (75% of total module grade)

Lead Instructor: Matteo Montecchi Instructor’s email: [email protected]

Submission Deadline via KEATS by 13:00 pm on Wednesday 6th of January 2021

1. BACKGROUND

The Covid-19 global pandemic is presenting a unique set of challenges to marketers and will demand to rethink short-term and long-term decisions. In the past months, we have witnessed major changes in the behaviour of consumers and many businesses are concerned about the potential long-term effects. This individual assignment will give you the opportunity to explore the impact that the Coronavirus pandemic is having on a sector or company of your choice and develop a set of digital marketing strategy recommendations to address these challenges or to capitalise on emerging market opportunities. In particular you should consider how digital marketing strategies and digital capabilities can be used to successfully pivot to business models that will allow the company (or companies in the sector) to survive and potentially thrive. Pivoting can be defined as lateral strategic move designed to reconfigure the way value is created for the customer and the company. For example, the restaurant sector has been badly affected by the pandemic. Restaurant owners could consider new digital experiences beyond simply delivering cooked food. For example, they could sell “at-home-cooking-kits” with all the necessary ingredients and combine this offer with video lessons and webinars to keep customers engaged. This article that we discussed in week 1 can be useful to help you to select an appropriate case:

• Guillén, M.F. (2020) ‘How Businesses Have Successfully Pivoted During the Pandemic’, Harvard Business Review Digital Articles., pp. 2–5.

In completing this assignment, you will find the following WARC 1 special section useful:

1 You can access WARC.com through the e-library

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2. THE PODCAST FORMAT

You will present the results of your research, analysis and interpretation of the chosen topic in a short podcast episode of minimum 10, maximum 12 minutes. You can consider this the introductory episode of your new podcasting series! You will also submit the podcast script (approx. 2500 words excluding reference list). A podcast is a digital audio show, often involving multiple episodes, which can be downloaded and listened to on a computer or on mobile devices. The following links include relevant resources on podcasts, including how to develop them: • Podcasting: What do I need to know? (BBC Academy): http://www.bbc.co.uk/guides/zcwxmsg • Podcasting historical timeline and milestones: https://internationalpodcastday.com/podcasting-

history/

• How to start a podcast: every single step: https://www.thepodcasthost.com/planning/how-to-start-a- podcast/#ch-1

• Planning your podcast – podcast scripts and formats: https://www.voices.com/blog/planning-your- podcast/

When planning your podcast, you should consider the following: 1. In your podcast you can focus on a sector (and consider several companies in the sector) or on a

specific company that is particularly representative of the sector. 2. Your podcast should demonstrate engagement with concepts, theories and frameworks discussed in

the digital marketing strategy module. For higher grades, your analysis and discussion must demonstrate that you have also extended your knowledge of the selected topic beyond what has been discussed in class or on the recommended readings.

3. You are expected to conduct a literature search to inform your interpretation of the selected topic. You should focus primarily on academic literature and reports from leading industry organisations.

4. You are not required to conduct primary research (i.e., collect data) to complete this assignment. 5. Finally, remember to name the podcast episode (title) and the podcast series to give some context to

the listener. 3. INDICATIVE PODCAST STRUCTURE

SECTION INDICATIVE CONTENT

Part 1 – Introduction Approx. 2 minutes

Introduce the chosen sector or company and provide an initial holistic assessment of the potential impact of the COVID-19 pandemic and resulting lockdowns on this sector/company. What key challenges (or opportunities) is the wider external context is bringing?

Part 2 – Customer Analysis Approx. 2-3 minutes

Assess how the behaviour of the target customers is changing or is likely to change.

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Part 3 – Assess the value proposition Approx. 2-3 minutes

Assess the value proposition of main players in the sector (or of the selected company) and evaluate how the wider external context and the changing behaviour of consumers is likely to affect this value proposition.

Part 4 – Marketing Recommendations Approx. 4 minutes

Provide a set of digital marketing recommendations to address the identified challenges (or to capitalise on emerging opportunities). Your recommendations should consider new ideas for creating value for the customer and the sector/company. In particular you should consider how digital marketing strategies and digital capabilities can be used to successfully pivot to business models that will allow the company (or companies in the sector) to survive and potentially thrive.

Refence list

Include a full list of all works citied including all academic articles, data sources, and any industry reports you have used in your report. Adopt Harvard referencing conventions (not included in the word-count).

4. GENERAL SUBMISSION REQUIREMENTS

This project consists of two components (Podcast File and Script), and you will receive one holistic grade including both. You will submit these two components via KEATS by 13:00 pm on Wednesday 6th of January 2021. Podcast file

• A podcast episode of minimum 10 minutes and maximum 12 minutes in a compatible audio format. Podcast script

• The script of your podcast must be handed in via KEATS in PDF format. • Include your student ID in the script submission.

• Please note that a full reference list must be included. This must show the extent to which you have engaged both with the academic and the practitioner literature outside of the module textbooks and the learning material shared via KEATS.

• The indicative wordcount for the script is 2500 words excluding references. However, this is not a prescribed wordcount and you should aim to communicate concepts and ideas clearly and concisely in your podcast. It is fine to submit a longer / shorter script. The only limitation is the minimum / maximum duration of the podcast.

5. MARKING CRITERIA

All assessments are marked holistically out of 100 in accordance with the specific criteria listed below, the module specific marketing criteria listed in appendix 1 and the generic KCL PG marking criteria detailed here: https://www.kcl.ac.uk/governancezone/Assets/Assessment/Marking%20Criteria,%20Taught%20Postgradu ate.pdf. All formal grades in this module are awarded in accordance with the King’s Business School’s marking and moderation policies.

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Assessment Criteria Description

Understanding Understanding of the relevant digital marketing strategy concepts, theories and frameworks and ability to apply these to underpin the analysis and recommendations.

Depth of knowledge Systematic identification and investigation of relevant academic articles, data sources and industry reports. Examination, interpretation and synthesis of concepts, data and information. (You are expected to use and cite a good mix of sources including books, articles from academic journals, leading industry publications, market research reports and databases).

Experimentation and problem solving

Ability to present commercially recommendations which logically follow from the research and analysis conducted and address the requirements of the brief.

Structure and written expression

Communication of key messages and ideas in a clear format Clarity of structure Appropriate application of Harvard Referencing Conventions

6. ACADEMIC HONESTY

Academic misconduct at King’s is categorised into four areas: plagiarism, collusion, cheating through deception and fraud, and contract cheating. It is university policy that all allegations of academic misconduct will be thoroughly investigated and may result in action being taken under the university’s Misconduct Regulations. If a charge of academic misconduct is upheld the penalties range from a formal warning to expulsion, depending on the severity of the act or if it is a repeat offence. Plagiarism is the most common form of academic misconduct and may arise intentionally or otherwise (e.g. through negligence, poor scholarship or lack of understanding). At King’s plagiarism is defined as the taking of another person’s thoughts, words, results, judgements, ideas, images etc, and presenting them as your own. Further details on King’s College Academic Honesty & Integrity Policy can be found here: https://www.kcl.ac.uk/governancezone/assessment/academic-honesty-integrity For team projects, all team members are responsible for the accuracy and integrity of the work turned in by the group regardless of which member actual produced it. Teams, as they plan their work, should budget sufficient time for a thorough review by the team members before submitting an assignment. Plagiarism on a team project will impact the grade of all members of the team.

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Module Specific Marking Criteria

Very effective (Distinction ≥ 70)

All levels An exceptional work that reflects outstanding knowledge of material and critical ability

Understanding

Advanced, in-depth, authoritative, full understanding of key digital marketing strategy concepts and practices with evidence of originality. Skilful integration of different digital marketing strategy concepts to develop original assignments. Demonstration of extensive understanding through critical reflection on digital marketing strategy perspectives discussed in the module.

Depth of Knowledge

Complex work overall, all key issues analysed. Wide range of sources used selectively to support argument / discussion. Insightful, original and critical discussion of these sources. Strong evidence of critical approach to key issues and ability to evaluate arguments.

Experimentation and problem solving

Ability to develop coherent and commercially sound digital marketing strategy recommendations which logically follow from the research and analysis conducted. Recommendations are assessed critically and appropriately justified.

Structure, oral/written expression and presentation

Coherent and compelling work logically structured. Excellently structured, tightly focused, well-written assignment with a fluent style / fluent oral presentation. Work presented to professional standard. Demonstration of creativity in presentation.

Effective (Merit 60-69)

All Levels A coherent answer that demonstrates critical evaluation

Understanding In-depth understanding of digital marketing strategy concepts and practices with evidence of some originality

Depth of Knowledge Key issues analysed. Relevant sources used effectively to support argument/discussion. Clear evidence of critical approach to key issues and some ability to evaluate arguments. Arguments are supported with relevant examples.

Experimentation and problem solving

Ability to develop coherent digital marketing strategy recommendations which are linked to the research and analysis conducted. Recommendations are justified and some supporting evidence is presented.

Structure, oral/written expression and presentation

Coherent work, logically structured. Assignment is clearly written / oral presentation is effective. Work presented to good standard with some elements of creativity.

Needs Improvement (Pass, 50-59) All Levels A coherent and logical answer which shows understanding of the basic principles

Understanding Understanding of some digital marketing strategy concepts and practices with evidence of ability to reflect critically in some areas.

Depth of Knowledge Some key issues addressed. Relevant sources used to support argument / discussion. Some evidence of critical approach to key issues and ability to evaluate arguments.

Experimentation and problem solving

Ability to develop logical digital marketing strategy recommendations but the link with the research and analysis conducted could be made stronger. Some justifications offered to support recommendations.

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Structure, oral/written expression and presentation

Competent work in places but lacks fluency/coherence. Written expression needs further development in places. Oral presentation lacks fluency at times. Structure and formatting need some development in places.

Weak (Fail, 40-49)

All Levels A superficial work with limited knowledge of core material and limited critical ability

Understanding Superficial understanding of digital marketing strategy concepts and practices with little evidence of critical reflection in most areas.

Depth of Knowledge Key issues not always understood or addressed, gaps in the use of relevant sources used to support work. Limited evidence of a critical approach to key issues and ability to evaluate arguments.

Experimentation and problem solving

Limited ability to develop appropriate digital marketing strategy recommendations relevant to the research and analysis conducted. Recommendations are only partially justified.

Structure, oral/written expression and presentation

Weaknesses in structure, fluency and/or coherence and presentation of the work.

Low Fail (Fail 0-39)

All Levels Work almost entirely lacking in evidence of knowledge and understanding

Understanding Lack of understanding of, or focus on, key digital marketing strategy concepts and practices.

Depth of Knowledge Key issues misunderstood or not addressed. Limited or no use of relevant sources to support work. No evidence of a critical approach to key issues or ability to evaluate arguments.

Experimentation and problem solving

The proposed recommendations are not sufficiently developed and do not follow logically from the research and analysis conducted. Recommendations are not justified.

Structure, oral/written expression and presentation

Work is confused and incoherent. Written / oral expression needs significant improvement - several issues affect the communication of key ideas. Disorganised and unclear presentation that does not address the requirements of the assignment brief.