marketing homework

Faculty of Business and Law

Assignment Brief

Module Title:	Digital Marketing		Assignment Number	1
Module Code:	205MKT		Assignment Title	Digital Marketing Report
			Assignment Weighting	50%
Release Date:	13th October 2017		Module Leader	Dr Karolos-Konstantinos Papadas
Submission Date: Submission Time:	17th November 2017 18:00:00
Submission Time and Place:	Submission through Turnitin ONLY

Assessment Information

This assignment is designed to assess learning outcomes:

3. Critically appraise internet marketing strategies.

4. Conduct a critical analysis of contemporary issues in the area of online marketing.

This assignment is an individual assignment.

In the report you should include:

This assignment requires you to produce a 2000 word report addressing the following issues:

1. Choose one company from the Airline industry and critically analyse how they use Social Media to engage with their customers.

2. Using appropriate theory recommend how they can improve their online engagement in the future.

Criteria for Assessment

Your report should include:

· Cover page (not included in word count)

· Executive summary (not included in word count)

· Contents page (not included in word count)

· Section 1: Introduction (included in word count)

· Section 2: Critical analysis of engagement theory and social media as a digital marketing tool. (included in word count)

· Section 3: Apply these theories to an Airline company of your choice and justify how they use social media as an engagement tool. (included in word count)

· Section 4: Recommend improvements for their social media (included in word count)

· Appendix (not included in word count)

· References (not included in word count)

Criteria for Assessment

· Structure 10%

Content is organised and appropriate; coherent; flow of information, arguments, and concepts

· Knowledge and Understanding 20%

Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question

· Application 30%

Application of theory or practical examples given appropriate to context

· Analysis and Recommendations 30%

Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations

· Presentation 10% Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional

Word Count

The word count is 2,000

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations, but excludes the bibliography.

How to submit your assessment

The assessment must be submitted by 18.00:00, 17/11/17. No paper copies are required. You can access the submission link through the module web.

· Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.

· All work submitted after the submission deadline without a valid and approved reason (see extenuating circumstances below) will be given a mark of zero.

· Extenuating Circumstances - The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx

· Students MUST keep a copy and/or an electronic file of their assignment.

· Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit  www.coventry.ac.uk/caw . You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on Moodle.

Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your Academic Personal Tutor or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to 1st December, 2017. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.

This document is for Coventry University students for their own use in completing their assessed work for this module and should not be passed to third parties or posted on any website. Infringements of this rule should be reported to  [email protected]