Digital marketing

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C10DM Coursework 2019-20

Coursework Report that addressed the brief (2000words +/- 10%) and 15 pages and 5 pages of appendices MAX. Word count and page count excludes title page tables, and references. Word count excludes appendices (however these are limited to 5 pages).

Format Paper size A4. Font: Times New Roman 12 point size. Single spacing. Page margins: 2.54cm Top, Bottom, Left and Right.

Contribution to overall mark

50%

Submission Date:

Deadline is Wk 8 Tuesday 3rd March 4.00pm –all submissions after this time and date will be late. Submissions more than 5 working days late will not be marked.

Submission Process

To be uploaded as a single document on TurnItin. There is no hard copy hand in. Please include the course code C10DM and your matric number and/or your name on the title page.

Feedback Process

Your work will be graded according to the grading scheme at the end of the brief Feedback on your work and the mark you gain will be posted on Grademark Wk11 Wednesday 25th March 9.30am.

This coursework is designed to give you experience of content planning. You are

encouraged to include the fact you have this experience in your CV and Linked In profile.

Content planning involves designing messages that will engage strategically important

customers and planning how these messages should be delivered over time in a way that

maximises their impact.

This assignment is not an academic essay but it still requires you to show an understanding

of digital marketing theory, be able to justify your suggestions through citation and engage

critical discussion of the pros and cons of the recommendations you are making (again using

citation of journal readings). In addition, you also being tested on your skills in data

handling (through adherence to word count) and presentation (through use of tables and

figures).

You are expected to locate and read at least 10 academic journal articles in addition to

accessing practitioner reports and a range of social media pages and websites; all of which

should be listed in the reference section using Harvard referencing. The content (lectures

and reading) being assessed in the coursework is covered in Wks 2 – 6 of the teaching

schedule.

WARNING: THIS IS NOT A LAST MINUTE ”WORK ALL NIGHT” PIECE OF WORK.

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COURSEWORK BRIEF

Apple has released a revolutionary new vacuum cleaner the iVac. The product is designed to change the way you vacuum and revolutionise the entire home cleaning sector. The product features are:

•The cleaner itself is made of anodized aluminium and a super hardened glass screen.

•Touch and voice control interface

•You can schedule your cleaning on the device and sync it to iCal.

•Control it from your iOS device

•Program automated cleaning routes around your home into the iVac

•Download apps to add extra functionality

•Sync it up with your iTunes so it plays music or movies as it cleans

•If no music it is totally silent

•Comes with wireless charging, so no plug is needed.

•It also has an on/off button

You have been asked to prepare a social media campaign to accompany the launch that raises awareness of the iVac resulting in website visitors and purchase. The target audience are 25 – 45 year olds. You can choose to use any social media channel that will reach this target audience.

You have to present your plan as a business report using headings as set out in Table1.

Please note that tables, references and headings are not included in the word count (2000

words +/- 10%). Please note the page limits for the main report and the appendices. There is

no need to provide an introduction or a contents page to the business report.

IMPORTANT CONSTRAINTS: Do not contact the client organisation or any other

organisation directly in connection with this project– if you do such activity it will lose you

marks! Do not conduct any student surveys or other primary research (to keep your

workload manageable).

Questions should be e-mailed to the the course co-ordinator and the answer will be

posted in the FAQ page (i.e. we act as a single point of contact and resource for the class).

You have a range of ways of accessing your course co-ordinator both online and offline.

Remember that we teach a range of courses not just C10DM so please be realistic in your

expectations of the interval between question and reply and bear in mind that we are not

working 24/7. You can e-mail your question and this will enable the population of the FAQ

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page on VISION which previously students have found to be extremely useful, please

check this for answers to your questions. To meet the course co-ordinator face to face

then your best approach would be to use the office hours that have been posted. If you are

working off campus then you can also phone during office hours or at other times and we

will respond as soon as we can (remember to include your mobile number as sometimes it is

easiest to ring back).

FEEDBACK TO CLASS FROM LAST YEAR:

1. Make sure that you read and follow questions carefully. Some reports omitted sections, and did not maintain relevance to the brief context throughout.

2. Be careful when you use any example answers placed on VISION that you do not deviate from the question We do not set exactly the same question

3. Do make sure that you demonstrate evidence you have engaged with, and understand the course content. Make sure you use the lecture slides/textbooks and reading list before going off to do your own literature search. The reading list provided in this module is extensive and readings are chosen each year to help with the coursework brief. Students who did engage with this reading found content that allowed them to answer questions fully.

4. Remember what you learned in your second/third year marketing modules i.e. second year marketing modules introduced you to segmentation and targeting and this was recapped at the start of this course. Remember to use these concepts in your marketing course assignments.

5. Always proof read and check the logical flow of your work. In this coursework it is important to pay particular attention to how different sections link together. Weaker essays tend to treat each section as a separate question and did not think about the overall argument that was being presented.

6. Ensure you stick to word and page count: After max word limit we will stop marking as it is not fair on other students. It is quite clear to those marking if they are taking longer to read one assignment compared to the other so do not be tempted to misrepresent the word count. We have set a page limit this year to avoid students being sucked into doing this work to the detriment of the dissertation (it is not meant to be a huge report). Please do not overuse tables. To ensure that you are not wasting word count due to your writing style. Visit this online resource http://writetodone.com/trouble-sticking-to-your-word-count-try- these-editing-tricks/ Equally if your work is coming in way under the word count check to see if you are fully addressing the question and backing up your points with illustration, supporting and counter evidence. Visit this online resource http://www.bbc.co.uk/guides/z8ntqhv

7. Do not make this into an escape from the dissertation. This is NOT designed to be a complex assignment. If you are finding it confusing please contact the course co-ordinator. There is now a page limit as last year people were writing way too much and devoting time here that could be put into the dissertation. In SOSS the overall degree classification is based 20% on the average of 4 best grades from third year, 20% from the dissertation mark and 10% for each the 6 x Yr 4 courses. Bottom line a 50% piece of Yr 4 coursework is worth 5 marks in the overall scheme of things (the difference between 70% and 50% is 1 mark!!). However your dissertation is worth 20 marks (a difference between 70% and 50% of 4 marks). DO YOUR DISSERTATION PEOPLE!

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TABLE 1: SET REPORT FORMAT – THESE ARE THE HEADINGS YOU HAVE TO USE

SECTION Suggested word count by section - This is a guide only

TITLE PAGE with Matric and/or name and course code C10DM and word count. If the work is over the page limit there will be one mark deducted for every additional page. If the format instructions are not followed 2 marks will be deducted.

1. Application of Adoption Theory (25 Marks) Critically discuss how of the adoption theories that we covered in Wk3 can be used to determine the appropriate messages about the i-vac. (you can focus on just one or more of the theories)

550

2. Application of Social Impact Theory (25 Marks) Critically evaluate how social impact theory might be used to decide the message source, message immediacy and message numbers in order to create engagement with the i-vac.

550

3. Example Post(s) (20 marks) We would like to see an example (or examples) of a social media post or posts based on your discussion in section 1 and 2. State which channel you are using and why. Critically discuss how the post draws on SIT and adoption of technology theory concepts with a particular focus on the trade-offs that you have made.

350

4. Customer Response Rate 4.1 Target Metrics (10 Marks) Identification of your target metrics (i.e. how many potential customers do you want to make aware, how many of these will then visit the website and how many will buy. You should make your estimates based on your research into industry statistics. 4.2 Adjustments to Post (15 marks) Use of Social Impact Theory to formulate possible adjustments in order to improve performance if initial post fails to deliver. Critically discuss the pros and cons of making any adjustment (it is OK to focus on one adjustment)

550

5. References Provide 10 appropriate academic references as a minimum that are used clearly and appropriately in the report using Harvard in-text referencing. References should be listed in alphabetical order. No Bibliography is required. Make sure you show that you have engaged in course reading. Higher marks may be achieved by using Google Scholar and the Library Discovery tool to show you can meaningfully move beyond set sources.

Not included in word count

6. Appendices You can put figures and graphs in the appendices but do not put in endless screenshots or full print-outs of reports. It is good practice to refer to your appendix in the main report. You are limited to 5 pages only.

Not included in word count

MARK ALLOCATION

Section Possible Marks

Structure: Use of report format, within word/page count we will deduct a mark for every page over the set limit. 0 1. Application of Adoption Theory Content/criticality, relevance, accuracy and use of citation (Academic and

Industry) 25

2. Application of Social Impact theory Content/criticality, relevance, accuracy and use of citation (Academic and Industry)

25

3. Example Post: Relevance and Creativity 20 4. Customer Response Rate: Content (application of theory), Relevance and Accuracy 25 5. REFERENCES: Accurate Harvard style citation of MIN 10 appropriate academic references. No Bibliography

needed 5

6. APPENDIX : Misuse will result in a reduction of one mark for every additional page 0

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CRITERIA FOR AWARDING GRADES

Grade Content/ Criticality

Relevance and accuracy

Citation – use of academic sources

Citation – use of industry examples

Structure, spelling and grammar

80-100 Outstanding answer that shows detailed knowledge of content. Will take a critical approach and present a sophisticated argument.

Fully addresses the question and 100% accurate

Outstanding and accurate use of appropriate citation to support claims. Extensive evidence of students independent research

Excellent evidence of independent research into industry practice Accurate and appropriate application to question

Error free. Very well structured.

70-79 Excellent knowledge of content. A critical approach is taken and a good argument is presented.

Fully addresses the question but not as comprehensive as 80+ answer.

Excellent and accurate use of appropriate citation to support claims Some but not extensive evidence of students independent research

Very Good evidence of independent research into industry practice Accurate and appropriate application to question

One or two minor errors Well-structured

60-69 Good knowledge. A critical approach is taken and some argument is presented but fails to fully develop debate.

Address the question but some very small gaps in information presented.

Supports claims by reference to relevant literature but could show a deeper knowledge of source material. Limited evidence of independent research

Good evidence of independent research into industry practice Good but limited application to question

Several (3-5) minor errors Some problems with structure

50-59 Solid attempt at answer showing fair knowledge Tendency to description but work is accurate.

Broadly addresses question and there are some gaps in information

Tendency to make claims without adequate citation and some inaccuracy and inappropriate sources Very limited evidence of independent research

Solid evidence of independent research into industry practice Solid but descriptive application to question

Widespread (5+) minor errors. Loose structure - Relationships between statements are hard to follow in places

40-49 Basic knowledge with clear gaps in understanding Tendency to reproduce and describe.

Does not fully address the question and several sections are inaccurate

Makes poor use of citation and widespread inaccuracy. References from inappropriate sources. No evidence of independent research

Basic evidence of independent research into industry practice Basic and descriptive application to question

Several errors – and one or two major Weak structure – lacks a clear framework

35-39 Poor but some knowledge Widespread reproduction and description

Limited attempt to answer the question with widespread inaccuracy

Limited use of citation (3- 5 cites) and widespread inaccuracy/irrelevance. No evidence of independent research

Limited evidence of independent research into industry practice Poor application to question

Widespread errors Very weak structure – statements tend to repetition

0-34 Very poor or no knowledge No attempt at critical discussion

Content is only loosely associated with the question.

Very limited or no use of citation and widespread inaccuracy/irrelevance. No evidence of independent research

No evidence of independent research into industry practice No attempt to link content to practice in answer

Widespread errors No apparent structure to argument