Marketing in a digital world

BPP Coursework Cover Sheet

Please use the table below as your cover sheet for the 1st page of the submission. The sheet should

be before the cover/title page of your submission.

Programme BSc Applied Management

Module name Marketing in a Digital World

Student Reference Number (SRN)

Report/Assignment Title

Date of Submission

(Please attach the confirmation of any

extension received)

Declaration of Original Work:

▪ I hereby declare that I have read and understood BPP’s regulations on plagiarism and that

this is my original work, and that I have researched, undertaken, completed and submitted

in accordance with the requirements of BPP School of Business.

▪ I declare that where I have used any AI tools, it was for the following reasons (highlight as

appropriate):

o To review a draft

o To correct language errors

o Other (please describe)

_______________________________________________________

▪ I have copied & retained for BPP University’s reference, all AI prompts used in the creation

of AI content and all AI-generated responses in support of my assignment and attached

relevant evidence in the appendices.

▪ I understand that I may be required to participate in a viva voce, where I will be questioned

on any aspect of my assignment, including key concepts, theories, examples used, & any

sources included.

▪ The word count, excluding contents table, bibliography and appendices, is ___ words.

Student Reference Number: Date:

By submitting this coursework you agree to all rules and regulations of BPP regarding assessments

and awards for programmes. Please note, submission is your declaration you are fit to sit.

BPP University reserves the right to use all submitted work for educational purposes and may

request that work be published for a wider audience.

BPP School of Business

BSc Applied Management

Marketing in a Digital World CW5

Coursework Assessment Brief

Submission mode: Turnitin online access

1. General Assessment Guidance

• Your summative assessment for this module is made up of this submission which accounts for

100% of the marks

• Please note late submissions will not be marked.

• You are required to submit all elements of your assessment via Turnitin online access. Only

submissions made via the specified mode will be accepted and hard copies or any other digital

form of submissions (like via email or pen drive etc.) will not be accepted.

• For coursework, the submission word limit is 3500 words. You must comply with the word count

guidelines. You may submit LESS than 3500 words but not more. Word Count guidelines can be

found on your programme home page and the coursework submission page.

• Do not put your name or contact details anywhere on your submission. You should only put

your student registration number (SRN) which will ensure your submission is recognised in the

marking process.

• A total of 100 marks are available for this module assessment, and you are required to achieve

minimum 40% to pass this module.

• You are required to use only Harvard Referencing System in your submission. Any content which

is already published by other author(s) and is not referenced will be considered as a case of

plagiarism.

You can find further information on Harvard Referencing in the online library on the Hub. You can

use the following link to access this information: https://bpp.libguides.com/home/business

• BPP University has a strict policy regarding authenticity of assessments. In proven instances of

plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to

read the rules and regulations regarding plagiarism and collusion in the GARs and UPPs which

are available on the HUB in the Help and Support section under Documents and Forms.

• Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting

language errors or if specified in the summative assessment brief. If you have used AI for any of

these purposes, you should indicate this on the Assignment Cover sheet. For more information

regarding acceptable and unacceptable use of AI, please enrol onto the Generative AI

Foundations course on the HUB.

• You should include a completed copy of the Assignment Cover sheet. Any submission without

this completed Assignment Cover sheet may be considered invalid and not marked.

2. Assessment Brief

To achieve a pass (40%) in this assessment, you need to demonstrate that you have achieved the following Module Learning Outcomes:

• LO1: Analyse the role of marketing in a digital environment and identify ways in which it creates customer and organisational value. • LO2: Assess approaches and concepts related to the marketing planning process. • LO3: Evaluate the marketing environment, including digital marketing, and apply appropriate tools and frameworks to gain customer and market insight. • LO4: Evaluate approaches to the marketing mix that will satisfy organisational objectives and customer need.

Assessment Overview You are the Digital Marketing Manager of a consumer-facing brand operating in a specific country. Write a 3,500-word strategic digital marketing report addressed to senior management that outlines how the organisation can grow market share, improve customer engagement, and deliver measurable digital value. You must select one of the companies below and write your report in the context of one country where it operates. Note: You must choose one specific country in which your chosen company operates.

Company Area / country

KFC (Service – Fast Food) https://global.kfc.com/

Any (E.G.: UK, USA, Pakistan, India, Nigeria)

Currys (Retail / Consumer Electronics) https://www.currysplc.com/

UK

Disney+ (streaming) - Service - Entertainment

https://press.disneyplus.com/about

Middle East or Africa.

Your report should make use of relevant digital marketing concepts, literature, and application as appropriate to address the key tasks which are aligned to the Module Learning Outcomes. You need to address the following tasks in your assessment: Task 1: Market & Customer Insight (LO3 & LO1) - (Suggested Word Count: 900 words) How does your chosen brand use digital platforms (like social media, website, or email) to connect with its main type of customer in the selected country, and how does it communicate across digital channels in a way that matches their needs, habits, and today’s two-way digital marketing style? Task 2: Strategic Marketing Objectives (LO1 & LO2) - (Suggested Word Count: 900 words) Set two SMART digital objectives for the next 12 months, aligned with the customer segment from Task 1. Explain how these goals add value for both the customer and the business and briefly highlight two challenges that could impact their success.

Task 3: Strategic Planning Approach (LO2) (Suggested Word Count: 750 words) Use the SOSTAC model to plan a digital strategy. Include: where the brand is now, your goal, target audience, main channels, content ideas, what you’ll need, and how you’ll measure success. Task 4: Digital Marketing Mix (LO4) - (Suggested Word Count: 750 words) Propose a tailored digital 4Ps strategy for your chosen customer segment, focusing on how Product, Price, Place, and Promotion are applied through digital channels.

Task by Task Guideline Task 1: Market & Customer Insight (LO3 & LO1) Suggested Word Count: 900 words

• Briefly describe the brand’s current digital presence (social media, website, mobile app, email, etc.) in the chosen country. • Highlight key channels, formats (e.g., reels, newsletters), and compare with competitors. • Define one customer persona: Demographics, psychographics, needs, preferences, and digital habits. • Use data and references to support analysis.

Task 2: Strategic Marketing Objectives (LO1 & LO2) Suggested Word Count: 900 words

• Set two SMART digital objectives linked to the persona from Task 1. • Show how these objectives will:

o Add value for the customer (e.g., better experience, personalisation). o Benefit the brand (e.g., loyalty, conversion).

• Identify and evaluate two key challenges (from SWOT): o One strength/opportunity and one weakness/threat. o Explain how they may impact achieving the objectives.

Task 3: Strategic Planning Approach (LO2) Suggested Word Count: 750 words Use the SOSTAC framework:

• Situation: Briefly outline the brand’s current digital performance and competitors. • Objectives: Reiterate SMART goals. • Strategy: Overview of STP (Segmentation, Targeting, Positioning). • Tactics: Chosen digital channels, content types, messaging. • Action: Tools, budget, team skills, timeline. • Control: Metrics, tools (e.g., Google Analytics), and tracking frequency. • Ensure all elements align with customer needs and digital behaviours.

Task 4: Digital Marketing Mix (LO4) Suggested Word Count: 750 words Apply the Digital 4Ps to the selected customer segment:

• Product: Features, benefits, UX, online presentation, digital enhancements. • Price: Strategy (e.g., dynamic, tiered), digital pricing tools, affordability. • Place: Digital sales channels (website, app, marketplaces, social commerce). • Promotion: Digital promotion tools (ads, influencers, SEO, content marketing). • Critically assess how well the 4Ps strategy supports:

o SMART objectives (from Task 2) o Customer needs (from Task 1)

Presentation & Structure The report should be a clear, well-structured, and written in a professional manner using Harvard referencing guidelines. All submissions must be written in a professional and academic style (not in first person), and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System.  This document must be uploaded to Turnitin in Word.doc format or in a pdf format.  Your report structure should include the following sections: 

Structure Suggested word count

Cover page (University cover sheet)

Table of Contents 

Table of Figures (optional)

Introduction: State the chosen organisation, country and provide a brief outline of the contents of the plan.

100 words

Task 1: Market & Customer Insight (LO3 & LO1) • Overview of current digital presence (social media, website, mobile, email)

• One key customer persona: demographics, needs, preferences, online behaviour

900 words

Task 2: Strategic Marketing Objectives (LO1 & LO2) • Two SMART digital objectives for the next 12 months

• How these objectives add value to customer and business

• Two key challenges that could impact success

900 words

Task 3: Strategic Planning Approach (LO2) Use SOSTAC to outline the digital strategy:

• Situation (current digital presence) and Objectives

• Strategy (STP) and Tactics (channels & content)

• Action (resources needed) and Control (tracking methods)

750 words

Task 4: Digital Marketing Mix (LO4) Tailored digital 4Ps for the chosen segment:

• Product

• Price

• Place (distribution)

• Promotion

750 words

Conclusion: Summary of key points and any recommendations for the senior management who will read and approve the marketing plan.

100 words

References: If you have consulted any source, either printed or online, you must include it in an alphabetical list of your references presented in Harvard style –with dates of internet access, where applicable.

Appendix (if appropriate): Appendices contain additional information that is too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research, and so on.

Academic Skills and Referencing

• Structure is in line with the given instructions. • Report has a professional appearance with consistent formatting. • Spelling and grammar are correct. • Each page has a page number in the Footer. • Any tables or figures are correctly labelled and include Harvard style citation. • Tables and figures do not cross page boundaries, unless necessary. • Properly cite your sources in the text and in the list of references. • Use Harvard style for referencing and in-text citations (see referencing guides and

https://bpp.libguides.com/Home/StudySupport) Please see next page for Marking Guide

3. Marking Guide The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines, weighting of each task and marking rubric:

Fail (0-29%) 

Marginal Fail (30-39%) 

Pass (40-49%) 

Lower Second (50-59%) 

Upper Second (60-69%) 

First (70-79%)

Upper First (80-100%) 

• LO1 (20%): (Contributes to Task 1 & Task 2): Analyse the role of marketing in a digital environment and identify ways in which it creates customer and organisational value

No relevant or meaningful a nalysis of marketing’s role. Lacks evidence of digital understanding or value creation. The submission lacks any reference to digital platforms, tools, or channels, and provides no meaningful evidence of how the brand engages with customers online (e.g., social media, websites, email, mobile). No insight into the brand’s product range, competitive landscape, or market positioning is presented. The work shows no engagement with relevant academic literature, frameworks, or marketing theory,

Limited evaluation of th e marketing

environment. Weak or

incomplete explanation of how marketing creates value. Minimal theoretical application. Little to no connection to digital context. Limited understanding of the product range and competition demonstrat ed with several gaps. Limited customer insight demonstrated wit h limited or missing identification of a relevant customer segments, customer needs and how these are met by the brand.

Satisfactory understanding shown. Limited use of digital marketing theory. Some attempt to explain value creation but lacks depth and/or clarity. Satisfactory understanding of the product range and competition demonstrated with a few gaps. Satisfactory customer insight demonstrated by identification of a customer segment, customer needs and relevant discussion how these are met by the brand.

Good understanding of value creation through digital marketing. Some relevant theory and examples used. Evaluation could be more critical or developed. Good understanding of the product range and competition demonst rated. Good customer insight demonstrated by identification of a relevant customer segment, customer needs and relevant, clear discussion how these are met by the brand.

Very good analysis of digital marketing role. Relevant concepts well- applied with clear examples of customer and business benefits. Minor gaps in depth or application. Very good understanding of the product range and competition demonstrat ed that discusses the impact of competition for this company. Very good customer insight demonstrated by identification of a highly relevant customer segment, customer needs and precise and relevant, discussion how these are met by the brand.

Excellent understand ing of how digital marketing creates customer and organisational value. Strong theoretical application and insightful analysis of brand's digital presence and communication. Excellent understanding of the product range and competition for this company with excellent evidence of clear and relevant market understanding. Excellent customer insight demonstrated by identification of a highly relevant customer segment, customer needs and

Outstanding analysis of digital marketing’s role in value creation. Demonstrates deep understanding of digital channels and how they generate customer engagement and business outcomes. Insightfully applies theory (e.g., evolution of marketing communications) and supports claims with robust evidence. Excellent understanding of the product range and competition demonstrat ed that discusses the impact of competition for this company with outstanding evidence of clear and relevant market understanding.

and contains major gaps in logic, coherence, and digital relevance.

specific, precise and relevant, discussion how these are met by the brand.

Outstanding customer insight demonstrated by identification of a highly relevant customer segment, customer needs and specific, precise and relevant, discussion how these are met by the brand.

• LO 2 (25%) (Contributes to Task 2 & Task 3): Assess approaches and concepts related to the marketing planning process.

Inadequate analysis of the strategic marketing planning process with limited or no application of relevant m odel such as SOSTAC or SMART. No explanation is provided rega rding how the stated objectives align wi th the stages of the planning process or contr ibute to a coherent strategic plan or generate value for either the customer or the organisation.

Limited analysis of the strategic marketing planning process, with clear signs that key planning stages are misunderstood or incorrectly applied. SOSTAC is incomplete, incorrectly used, or applied in a way that does not support the structure of the plan. Objectives are unclear, poorly justified or not SMART, resulting in a Strategic pla nning that is confused, weakly structu red, or speculative. Challenges affecting the feasibility of the

Satisfactory analysis of the role of marketing in a digital environment and A basic or superficial understanding of marketing planning. The SOSTAC model is used partially or incorrectly, with several missing elements or a disjointed structure. Satisfactory objectives ar e provided that may not be fully SMART. Strategic challenges are weakly analysed or generic. Limited use of academic sources or real- world relevance.

Good analysis of the role of marketing in a digital environment and a competent attempt at applying the planning process. SOSTAC framework is present and generally followed, though coverage may be uneven or descriptive. Good relevant objectives are provided that are fully SMART. Strategic challenges may be mentioned

Very good analysis and SOSTAC is applied well, though some stages may be stronger than others (e.g., objectives and tactics are clear, but actions or controls may be underdeveloped). Objectives follow the SMART structure and are relevant to customer engagement and growth, though may require stronger justification or linkage to insight.

Excellent analysis and SOSTAC is applied systematically and effectively, with each stage covered in good depth and relevance to the brand’s digital performance. Excellent SMART objectives that are clearly articulated and supported by data or customer insight. Excellent explanation of Strategic marketing challenges with insight and demonstrate awar eness of internal and external risks to the plan. Clear evidence of understanding

Outstanding demonstrati on of strategic planning using a coherent and well-integrated approach. The SOSTAC framework is applied expertly, with each stage (Situation, Objectives, Strategy, Tactics, Action, Control) clearly and logically linked to the brand's digital goals. The SMART objectives are specific, measurable, achievable, relevant, and time-bound, and directly reflect insights from Task 1. Outstanding alignment of the objectives with both

No discussion is offered of the strategic, operational or contextual challenges that could affect the feasibility or implementation of the proposed plan.

Fails to evaluate how the proposed objectives, strategic choices or planned actions build on the situation analysis from T1 and does not consider any factors arising from that analysis that may influence the feasibility or implementation of the marketing plan within the planning process.

plan are mentioned only briefly, interpreted incorrectly or not connected to the plan stages. Limited or no link is made between insights from the situation analysis in T1 and the objectives or decisions within the planning process, customer insight or strateg y.

May show rote understanding without strategic insight

but not explored in detail. Use of theory or models is present but lacks depth or critical engagement. Demonstrates reasonable understanding of digital planning logic.

Strategic challenges are identified and explained, with some attempt at analysis. Application of planning concepts is largely sound.

planning as a dynamic, iterative process. Some theoretical sources are used to support arguments and structure.

customer needs and organisational value, showing an advanced understanding of performance-driven planning. Strategic challenges are critically evaluated, showing evidence of anticipation, mitigation planning, and strategic thinking. Strong synthesis of theory and practice.

• LO3 (25%) (Contributes to Task 1): Evaluate the marketing environment including digital marketing using appropriate tools and frameworks to gain customer and market insight

No relevant evaluation to understand or evaluate the marketing environment. No customer persona is presented, or it lacks any credibility or structure. No use of frameworks, tools, or data to analyse the market or customer behaviour. Digital presence of the brand is ignored or misunderstood. No academic grounding or relevant theory used.

Limited insight into the customer persona, who is either inaccurate, incomplete, or irrelevant to the chosen brand and country. Limited Application of framework or is inappropriate, misunderstood, or copied without explanation. Evaluation of digital presence is minimal or vague and may miss key

Satisfactory analysis of the digital environment. The customer persona is vague, with only general demographics and minimal behavioural input. Frameworks are used mechanically or inaccurately, offering little strategic insight. Digital presence is not thoroughly explored, or the analysis lacks

Good understandin g of the customer persona and digital environment. Persona includes basic demographic traits, with limited behavioural or psychographic depth. Good identification and explanation of Frameworks such as PESTLE, 5Cs, or

Very good analysis of the customer persona and digital environment. Persona includes key characteristics and is relevant to the chosen market, with good evidence of digital behaviour. Very good identification and explanation of the of marketing

Excellent understandin g of the customer persona and digital marketing environment. The persona is realistic, well-supported, and actionable, reflecting digital behaviour and preferences. Excellent identification and application of the relevant

Outstanding and perceptive evaluation of the marketing environment, fully aligned with current digital practices. Demonstrates exceptional insight into the customer persona, incorporating detailed demographic, behavioura l, psychographic, and digital activity data.

Work demonstrates a lack of understanding of digital marketing environments, customer insight, and strategic relevance.

platforms or audience engagement insights. Limited theoretical foundation, and no clear connection between insight and strategy. Limited evaluation of Customer behaviour in the digital space is largely misunderstood or oversimplified.

relevance to the target audience. Satisfactory identification and explanation of Frameworks such as PESTLE, 5Cs, or basic customer journey models are applied. Satisfactory theoretical application but is limited or loosely applied, with weak evidence of how customer insights influence marketing decisions. Satisfactory understanding of customer needs or digital trends is surface level, with little evidence of critical evaluation or strategic thinking.

basic customer journey models are applied. Good identification of digital presence with limited critical insight, and the use of data or examples may be superficial or dated. Good evaluation and some application of theory, but it is not fully integrated into the analysis. Evaluation may be unclear on how insights directly impact strat egic marketing decisions.

environment tools (e.g., 5Cs, PESTLE) is appropriate and mostly clear. Very good identification o f digital presence using relevant examples, and links to marketing literature or models are mostly well integrated. Very good comprehensive evaluation of how well these strategic choices help the organisation achieve the objectives provid ed in task 2 and satisfy the customer needs as identified in task 1.

frameworks (e.g., PESTLE, 5Cs, Digital Touchpoints, Social Listening, Customer Journey Mapping) and models with accuracy and depth and demonstrates an informed evaluation of the brand’s digital presence. Excellent identification and there is strong integration of theory and practice, and digital platforms are well evaluated in relation to customer engagement and marketing goals.

Outstanding identificatio n and uses relevant and advanced tools and frameworks (e.g., PESTLE, 5Cs, Digital Touchpoints, Social Listening, Customer Journey Mapping) to offer deep market insight. Digital presence across platforms (social, website, mobile, email, etc.) is critically analysed with a clear understanding of platform-specific strategies. Links to academic theory are clearly embedded, showing sophisticated critical thinking.

• LO4 (20%) (Contributes to Task 4): Evaluate approaches to the marketing mix that will satisfy organisational objectives and customer need

No relevant knowledge of approaches and valid or meaningful marketing mix strategy provided. Little to no reference to digital platforms, tools, or marketing channels. Elements are either missing entirely, not applied to the

Limited or disjointed treatment of the marketing mix. The four elements are not well differentiated, and digital aspects are poorly understood or applied. May only briefly mention 1–2 Ps and ignore others. Lacks connection to

Satisfactory understandi ng of the marketing mix in a digital context. One or more of the 4Ps may be vague or underdeveloped. There is a satisfactory connection to the customer persona or organisational goals.

Good competent application of the 4Ps with basic digital adaptations. Each area is addressed, though some may be more descriptive than strategic.

Very good understanding and application of the digital 4Ps. The strategy is practical and relevant, with clear fit to the chosen customer segment.

Excellent application of the digital marketing mix. Strategy shows strong alignment between customer needs, preferences, and business outcomes. Each P is digitally enabled with clear,

Outstanding and highly strategic application of the digital 4Ps (Product, Price, Place, Promotion), fully tailored to the customer persona and organisational goals. Each element is deeply thought through and demonstrates innova

business context, or entirely irrelevant. No connection to customer needs, digital environment, or marketing theory. Work shows no understanding of the digital marketing mix or how it functions in strategic planning. Conclusion is missing or inadequate.

customer or business needs. Digital marketing tools or strategies are used inaccurately or not at all. Demonstrates minimal understanding of how the marketing mix supports a digital strategy or organisational objectives. A brief Conclusion is provided.

Digital relevance is minimal—may mention online tools but with weak explanation or inappropriate application. Theory is either missing or used superficially. Lacks clear evidence of strategic thinking or market alignment. A basic Conclusion is provided that summarises some findings and states briefly how well the plan will meet its objectives.

Examples of digital marketing techniques are present but may lack depth (e.g., mentioning social media ads without platform targeting rationale). The customer segment is generally acknowledged, but alignment between customer need and strategy is not consistently strong. A good conclusion is provided that summarises the main findings using supporting evidence from all tasks. Clear assessment of how well the plan will meet its objectives with appropriate and justified recommendations.

Digital examples are provided across most Ps, such as use of social media promotions, website UX, basic dynamic pricing, or product education via online channels. A very good Conclusion is provided that clearly summarises all main findings using supporting evidence from all tasks. Very clear assessment of how well the plan will meet its objectives w ith appropriate and well-justified recommendations.

relevant examples (e.g., product content on D2C platforms, social commerce strategies, loyalty- based pricing models). Promotional strategy is well-developed, using a range of appropriate tools such as influencer marketing, content strategy, PPC, and CRM-driven email campaigns. An excellent conclusion is provided that clearly summarises all main findings using supporting evidence from all tasks with appropriate and well-justified recommendations

tion—such as dynamic pricing strategies, product personalization, immersive digital experiences, omnichannel retail integration, or advanced promotional methods (e.g., influencer co- creation, AI personalization, SEO/SEM strategy). Outstanding understanding of digital customer behaviour, with all elements clearly aligned to user experience, conversion optimization, and value creation. An outstanding Conclusion is provided that clearly summarises all main findings using supporting evidence from all tasks with full, appropriate and well-justified recommendations.

• Academic Skills 1 (5%): Referencing  

Inadequate or zero referencing with numerous errors and omissions.

Limited referencing with numerous errors and omissions.

Satisfactory references and notes with inconsistencies, errors, or omissions.

Good references and notes but may contain inconsis

Very good references and notes with minor or

Excellent with precise and appropriate references

Outstanding with precise, full, and appropriate references.

tencies, errors, or omissions.

insignificant errors or omissions.

• Academic Skills 2 (5%): Presentation of report, writing skills, structure

Inadequate academic/ intellectual skills with some difficulties. Largely imitative and descriptive. Difficulties with structure and accuracy in expression and limited practical/professional skills.

Limited academic/intellectu al skills. Mainly original work with some difficulty with structure and accuracy in expression but developing practical/professional skills.

Satisfactory academic/in tellectual skills. Original work with well- reasoned judgements formed. Largely consistent structure and accuracy in expression. Practical/professional skills largely established.

Good academic/intel lectual skills. Wholly original work with solid, well- reasoned judgements formed from evidence-based critique. Consistent structure and accuracy in expression. Practical/professiona l skills established.

Very good academic/inte llectual skills. Demonstrates intellectual originality and imagination. Very well-reasoned judgements formed from evidence- based critique. Very good structure and accuracy in expression. Practical/profession al skills well- established.

Excellent academic/int ellectual skills. Demonstrates intellectual originality, integrity, working consistently in the higher cognitive domains. Near excellent structure and accuracy in expression. Practical/professional skills well-established.

Outstanding academic/in tellectual skills. Demonstrates intellectual originality, integrity, coherence, creativity and imagination working consistently in the higher cognitive domains to a professional standard. Excellent structure and accuracy in expression. Practical/professional skills very well- established.