Digital Marketing Strategy

1

Faculty of Business and Law

ACADEMIC YEAR 2020/21 ASSESSMENT BRIEF

Module Code: UMKDQX-15-3 Module Title: Digital Marketing Strategy Submission Deadline: 14.00 on May 11th 2020 Assessment Component B Assessment Weighting: 75 per cent of total module mark Marking and feedback deadline (20 working days)

8th June 2021

Assessment Instructions Individual Report Learning Outcomes This assessment enables you to partially demonstrate the learning outcomes required for the successful completion of the module, specifically:

• Critically assess how a brand develops and uses digital marketing tools and techniques to achieve its objectives with specific targeted segments of consumers (both B2C and B2B) and how it integrates digital marketing activity with its more traditional ‘offline’ marketing activity using theory and conceptual frameworks to assist with that assessment where appropriate.

• To make recommendations for how the brand may develop its digital marketing activity based upon that analysis.

• Communicate this information clearly and effectively in a written report

The Individual Report This individual proposal will build upon Assessment A where working in a group you developed and gave a presentation assessing how a high-end luxury brand uses digital marketing tools and techniques to support its strategy, and how that brand integrates those tools and techniques with its more traditional ‘offline’ marketing activity .

You are required to produce an Individual 2500-word report for the same brand that addresses the following three areas using theory/conceptual frameworks as appropriate:

1. Undertake a critical analysis and evaluation (i.e., strengths and weaknesses) of the ‘digital marketing’ activity undertaken in the UK by the brand. This should consider how this activity contributes to the brand’s overall strategy and assists in achieving their marketing goals and objectives. Digital marketing’ activity relating to relevant aspects of the marketing mix (4/7Ps) should be considered together with the suitability of the activity for the targeted market segments, and where appropriate, consideration of and comparisons with direct competitors. This should also include the brand’s response, if any, to external threats.

2. Compare and contrast this ‘digital marketing’ activity undertaken by the brand with their

more traditional ‘non-digital’ marketing activity. This should highlight the advantages and disadvantages of ‘digital marketing’ using examples of the ‘digital marketing’ activity undertaken by the brand or their direct competitors and include consideration of how the

2

‘digital marketing’ activity has been integrated with the ‘non-digital’ marketing activity and how that activity contributes to the brands overall marketing strategy.

3. Based upon the above, make recommendations on how the brand may further develop their ‘digital marketing’ activity in the future and ensure that their digital marketing activities are fully integrated with their ‘non-digital’ marketing activities.

You should primarily focus upon your brand’s ‘digital marketing’ activity from January 2016 until the present day undertaken in the UK market, but where appropriate you should also include earlier activities or those undertaken in other countries. You may use material from component A, however it is important that you work independently on your report to avoid leaving yourself open to charges of academic misconduct such as collusion or plagiarism. Suggested Structure:

• Executive summary • Introduction/background: A brief introduction to the report and the brand including its

products and target market(s). • Critical analysis of the brand’s ‘digital marketing’ activity and how it relates to their

overall strategy • Integration of ‘digital marketing’ activity with more traditional marketing ‘offline’ activity • Recommendations You may use appendices for supporting information Marking Criteria Please see the marking rubric/grid at the end of this document for the criteria that will be used in evaluating this assessment. Formative feedback and Support Formative feedback Formative feedback session for the development of your presentation for Assessment A will be held during w/c 15/03/2021. Further formative feedback will be also provided via verbal and written feedback from your tutors following your presentation for Assessment A. Further information about this assessment is available on the Blackboard site for this module and includes: Module handbook, Reading list. Format

- All work should be word processed using Word in 12-point font (Times New Roman or Arial) and be single spaced. Do not submit in PDF format.

- Subheadings are encouraged. Please ensure that you provide the following details on the first page of your coursework:

• Student Number (not student name) • Module Name and number • Coursework title • Word count (excluding references and appendices)

Word Limit

3

• 2500 words maximum. • Word count includes everything in the main body of the text (including headings, tables,

citations, quotes, bullet points and lists). Footnotes are discouraged and included in the word count.

• The references are NOT included in the word count. • Appendices will NOT be included in the word count but should contain supporting

information only • There is no direct penalty for exceeding the word count, but the marker WILL stop reading

once the word limit has been reached and nothing further will be taken into account in the allocation of marks.

• You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies Referencing: Please adhere to the principles of good academic practice and ensure you reference all sources used when developing your assessment, using the UWE Harvard system. Failure to properly reference your work to original source material can be grounds for the assessment offence of plagiarism and may result in failure of the assessment or have more serious implications. For further guidance on correct referencing go to: http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx Details of what constitutes plagiarism and how to avoid it can be found here: http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx For general guidance on how to avoid assessment offences see: http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx Instructions for submission You must submit your assignment before the stated deadline by electronic submission through Blackboard). Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course. Please allow sufficient time to upload your assignment, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one attempt to avoid ‘overwriting’ your intended submission. Always check and retain your receipts. Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at 40%. Submissions after 24 hours will not be accepted. For full guidance on online submission through Blackboard, see: http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp Submissions of coursework by any other method (including a paper copy, on disk or by email) are NOT permissible for this module unless specifically agreed in advance of the submission date. Before submitting your work, please ensure that:

• You have proof read you work thoroughly to ensure your work is presented appropriately • You have addressed all the required elements of the assessment • You have referenced in accordance with the guidance provided • You have addressed each of the marking criterion • The submission is in the correct format

Final feedback and marks release Students will normally receive marks and feedback on their submission within 20 working days of the submission deadline (not including any public holidays or university closure days). Any delay in returning students’ work will be communicated by the module leader via Blackboard. Feedback on this module is not limited to the written comments you will receive on individual written assessment submissions.

4

Feedback and marks for this module will be available by 12th June 2020 For further guidance on feedback, please refer to the module handbook. Further Guidance and Support General guidance on study skills: is available at: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx Specific study skills pages relating to this module include: Presentation skills: https://www1.uwe.ac.uk/students/studysupport/studyskills/groupworkandpresenting/presenting.asp x Working in a group: https://www1.uwe.ac.uk/students/studysupport/studyskills/groupworkandpresenting/groupwork.asp x Writing skills: https://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/writing.aspx Support from the FBL Academic Success Centre: http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx Guidance on UWE assessment regulations and terminology: http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx Personal Circumstances If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), you should seek advice from a Student Support Adviser at the earliest opportunity. Please note the module leader cannot grant personal circumstances or extensions. Appointments with a student adviser can be made via an Information Point or online at: http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx The Student Support Adviser will advise as to whether you should submit an application for ‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the application. Further details on ECs can be found here: http://www1.uwe.ac.uk/students/academicadvice/assessments/personalcircumstances.aspx

5

Assessment Criteria and Performance Standards for Individual Report Assessment Criteria

Mark Performance Standard 70%+ 1st

60% - 69% 2.1 50% - 59% 2.2 40% - 49% 3rd 34% - 39% Marginal Fail

0% - 34% Fail

Executive Summary & Introduction (10%)

Clear, concise and well- expressed executive summary and introduction provided.

Clear executive summary and introduction provided.

Executive summary and introduction provided.

Executive summary and introduction provided but is unclear and/or does not accurately reflect the report

Brief, incomplete or inaccurate introduction or Executive Summary. Either introduction or executive summary missing.

No executive summary or introduction provided.

Evaluation of digital activity (20%)

Research into the digital activity of the brand is rigorous, thorough and extensive with exceptional/ins ightful supporting data, citations, references and evidence. Exceptional insightful critical discussion and analysis with evidence of synthesis

Research into the digital activity of the brand is rigorous and thorough with good supporting data, citations, references and evidence. Good discussion and critical analysis with some synthesis evident

Research into the digital activity of the brand is thorough with some supporting citations/refe rences/evide nce. Some discussion, critical analysis and/or synthesis evident but more required

Some research into the digital activity of the brand evident but little quantifiable/v erifiable research/sup porting evidence presented. Discussion and analysis is largely descriptive in nature

Limited research into the digital activity of the brand with very little/poor/no quantifiable/v erifiable research/sup porting evidence presented. Little discussion and/or analysis is descriptive in nature

No evident research into the digital activity of the brand

Comparison of the brands digital activity with their traditional activity and assessment of integration (20%)

Excellent comparison of the brand’s digital activity with their traditional activity with exceptional/ins ightful supporting data, citations, references and evidence. Exceptional insightful critical discussion and analysis with evidence of synthesis

Good comparison of the brand’s digital activity with their traditional activity with good supporting data, citations, references and evidence. Good discussion and critical analysis with some synthesis evident

Adequate comparison of the brand’s digital activity with their traditional activity with some supporting citations/refe rences/evide nce. Some discussion, critical analysis and/or synthesis evident but more required

Some comparison of the brand’s digital activity with their traditional activity but little quantifiable/v erifiable research/evid ence presented. Largely descriptive in nature

Poor/weak comparison of the brand’s digital activity with their traditional activity but very little/poor/no quantifiable/v erifiable research/evid ence presented. Descriptive in nature

No evident comparison of the brand’s digital activity with their traditional activity

Recommendati ons (20%)

Clear, concise, insightful and appropriate recommendati ons made that are fully supported by/drawn from the evidence

Clear, concise appropriate recommenda tions made that are supported by/drawn from the evidence

Appropriate recommenda tions made that are largely supported by/drawn from the evidence

Recommenda tions made but not fully appropriate/s upported by/drawn from the evidence

Recommenda tions made that are either Inappropriate and/or may not be supported by/drawn

No clear recommendation s made/ inappropriate recommendation s made Not supported/draw

6

provided in the report

provided in the report

provided in the report

provided in the report

from the evidence provided in the report

n from evidence in the report

Academic theory, conceptual frameworks and referencing (20%)

Fully supported throughout by extensive and appropriate use of theory, conceptual frameworks and references that goes well beyond those suggested on the course Accurately and fully referenced in UWE Harvard.

Good use of appropriate supporting theory, conceptual frameworks and references throughout including some beyond those suggested on the course Referenced in UWE Harvard with few inaccuracies/ omissions

Mostly supported by appropriate theory, conceptual frameworks and references throughout with little if any beyond those suggested on the course Referenced in UWE Harvard with some inaccuracies/ omissions.

Some use of supporting theory, conceptual frameworks and references but limited and/or in appropriate application. Referenced in UWE Harvard with inaccuracies and/or omissions

Little use of supporting theory, conceptual frameworks or references. Theory and/or conceptual frameworks applied inappropriate ly. References are missing and/or UWE Harvard style not followed.

Very little/no use of supporting theory, conceptual frameworks or references Few if any references and/or Uwe Harvard style not followed.

Structure, Presentation, Writing style & grammar (10%)

Very good structure, well written with no grammatical or spelling errors

Good structure with few issues, grammatical and spelling errors.

Adequate structure with some grammatical and spelling errors.

Structure is mainly adequate but difficult to follow/poor in places with grammatical and spelling errors

The structure is poor/difficult to follow with grammatical and spelling errors.

Poor structure that is not logical/difficult to follow with many grammatical and spelling errors.