Digital Marketing

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COURSEWORK BRIEF: Module Code: MANG2070 Assessment: Individual Strategic Marketing Plan Weighting: 100%

Module Title: Digital Marketing

Module Leader: Carmen-Monica Mihalache

Submission Due Date: @ 16:00 Wednesday, January 20th, 2021 Word Count: 3000

Method of Submission:

Electronic via Blackboard Turnitin ONLY (Please ensure that your name does not appear on any part of your work)

Any submitted after 16:00 on the deadline date will be subject to the standard University late penalties (see below), unless an extension has been granted, in writing by the Senior Tutor, in advance of the deadline.

University Working Days Late: Mark: 1 (final agreed mark) * 0.9 2 (final agreed mark) * 0.8 3 (final agreed mark) * 0.7 4 (final agreed mark) * 0.6 5 (final agreed mark) * 0.5 More than 5 0

This assessment relates to the following module learning outcomes:

A. Knowledge and Understanding Having successfully completed the module, you will be able to demonstrate knowledge and understanding of: A1. the role of the Digital Marketing within the overall Integrated Marketing Strategy; A2. the challenges and opportunities for marketing strategy in Digital Age organisations and markets.

B. Subject Specific Intellectual and Research Skills Having successfully completed the module, you will be able to: B1. analyse and apply digital marketing principles and techniques; B2. differentiate alternative marketing strategies based on theoretical concepts.

C. Transferable and Generic Skills Having successfully completed the module, you will be able to: C1. critically analyse marketing concepts; C2. demonstrate effective oral and/ or written communications.

Description of the Individual Strategic Marketing Plan You are invited to choose an organization1 that has a digital marketing presence. Consider yourself working as the Marketing Coordinator for that organization. The Marketing Director is asking you to create a strategic marketing plan for 2021, following several requirements. The strategic marketing plan will need to include the following two sections with corresponding sub-sections:

A. REPORT (main body of the plan – no visuals allowed in this section) A.1. Situation analysis of the organization – micro-environment, short presentation of the main activity, the overall present marketing strategy with focus on the digital presence, competitors. A.2. Identify a specific target segment and create a synthetic visual2of the Persona profile This segment could be an existing one with potential for growth, or a new segment that you believe might be of interest. Justify your choices. A.3. Design a 12-month integrated marketing communication plan which focuses on the specific Persona created in the previous section. Justify this plan, with focus on the digital communication channels. You should include, in the appendices, a GANTT chart with the

1 By the generic term “organization” we understand a business, social enterprise or non-profit organization; 2 By the term “synthetic visual” we understand any visual object that is executed to synthesize and illustrate content. It should appeal to the sight and it should be easily understood by the reader. In this category you can include charts, images, pictures, tables, graphs, Gantt charts, Persona visual profiles, dashboards, etc that can help you communicate and justify your plan. Do not consider a simple table with text as a visual. Please include clear visuals, with titles. Further information will be provided in our lectures and seminars.

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visual design of your plan. This graphical representation should consist of the timeframe development of all the recommended digital media channels that will be used in your report. A.4. Based upon your evaluation of your chosen organization, draw up three (3) recommendations regarding the digital marketing strategy of that particular organization, three recommendations that focus on other variables of the Digital Marketing mix than the Communication/ Promotion variable. Explain how these recommendations might confer the company a competitive advantage. Support your recommendations using corresponding justification from marketing-related journals, industry related reports and other reliable sources of information. A.5. Possible methods to evaluate the effectiveness of the integrated marketing communication plan during/ at the end of its implementation. A.6. Conclusion

B. Appendices In the appendices section, you should provide the following sub-sections:

B.1. Any supporting visuals for sub-section 1 (if available); B.2. The Persona Profile - visual format; B.3. The Gantt chart of the Integrated Marketing Communication plan; B.4. The individual reflection - how was your experience of developing the marketing plan, what did you learn from this coursework, challenges you faced during this project, or other elements you consider important to be communicated about your experience in this module (maximum 1 A4 page); B.5. Other synthetic visuals created by you or imported from other sources to support your plan. You should create synthetic visuals to support your plan. All these visuals should be placed in this section, Appendices.

The individual strategic marketing plan will be evaluated based on the following criteria:

MARKING CRITERIA PERCENTAGE

OF THE MARKS

1 Robust and comprehensive level of analysis, synthesis, rigor and reflection (for the current status, target segment, present communication channels, other marketing variables, recommendations and individual reflection)

30

2 Level of logical fluency and justification 30

3 Level of creativity, format and structure for the entire plan 30

4 Pertinent participation in discussions 5

5 Social Marketing Certification or Hootsuite Platform Certification 5

Individual Strategic Marketing Plan – Overall Mark *100%

*For any missing sub-section, you lose 15% from the mark.

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Nature of Assessment: This is a SUMMATIVE ASSESSMENT. See ‘Weighting’ section above for the percentage that this assignment counts towards your final module mark. Word Limit: +/-10% either side of the word count (see above) is deemed to be acceptable. Any text that exceeds an additional 10% will not attract any marks. You should always include the word count (from Microsoft Word, not Turnitin), at the end of your coursework submission, before your list of references. The relevant word count includes items such as table of contents, tables, in-text citations and section headings, if used within the main body of the Report. The relevant word count excludes your cover page, the list of references and any appendices at the end of your coursework submission. Format and Structure of the Plan: You will be using Calibri, Arial or Times New Roman font, size 12, line spacing at 1 to 1.5, Justified text, page size A4, margins Normal (2.54cm at each margin). Title/ Cover Page: You must include a title/ cover page that includes: your Student ID, Module Code, Assignment Title, Word Count. This assignment will be marked anonymously, please ensure that your name does not appear on any part of your assignment. References: You should use the Harvard style to reference your assignment. The library provide guidance on how to reference in the Harvard style and this is available from: http://library.soton.ac.uk/sash/referencing Submission Deadline: Please note that the submission deadline for Southampton Business School is 16.00 for ALL assessments. Turnitin Submission: The assignment MUST be submitted electronically via Turnitin, which is accessed via the individual module on Blackboard. Further guidance on submitting assignments is available on the Blackboard support pages. It is important that you allow enough time prior to the submission deadline to ensure your submission is processed on time as all late submissions are subject to a late penalty. We would recommend you allow 30 minutes to upload your work and check the submission has been processed and is correct. Please make sure you submit to the correct assignment link. You will know that your submission has completed successfully when you see a message stating ‘Congratulations – your submission is complete…’. It is vital that you make a note of your Submission ID (Digital Receipt Number). This is a unique receipt number for your submission, and is proof of successful submission. You may be required to provide this number at a later date. We recommend that you take a screenshot of this page, or note the number down on a piece of paper. You should also receive an email receipt containing this number, and the number can be found after submitting by following this guide. This method of checking your submission is particularly useful in the event that you don’t receive an email receipt. You are allowed to test submit your assignment via Turnitin before the due date. You can use Turnitin to check your assignment for plagiarism before you submit your final version. See “Viewing Your Originality Report” for guidance. Please see the Module Leader/lecturer on your module if you would like advice on the Turnitin Originality report. The last submission prior to the deadline will be treated as the final submission and will be the copy that is assessed by the marker. It is your responsibility to ensure that the version received by the deadline is the final version, resubmissions after the deadline will not be accepted in any circumstances. Important: If you have any problems during the submission process you should contact ServiceLine immediately by email at [email protected] or by phone on +44 (0)23 8059 5656. Late Penalties: Further information on penalties for work submitted after the deadline can be found here. Special Considerations: If you believe that illness or other circumstances have adversely affected your academic performance, information regarding the regulations governing Special Considerations can be accessed via the Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-considerations.html

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Extension Requests: : Extension requests along with supporting evidence should be submitted to the Student Office as soon as possible before the submission date. Information regarding the regulations governing extension requests can be accessed via the Calendar: http://www.calendar.soton.ac.uk/sectionIV/special-considerations.html Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for Students via the Quality Handbook: http://www.southampton.ac.uk/quality/assessment/academic_integrity.page?. Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer for investigation. Feedback: Southampton Business School is committed to providing feedback within 4 weeks (University working days). Once the marks are released and you have received your feedback, you can meet with your Module Leader / Module Lecturer / Personal Academic Tutor to discuss the feedback within 4 weeks from the release of marks date. Any additional arrangements for feedback are listed in the Module Profile. Student Support: Study skills and language support for Southampton Business School students is available at: http://www.sbsaob.soton.ac.uk/study-skills-and-language-support/.