Digital Marketing- Marketing Campaign

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Assessment Title: Digital communications campaign for Waitrose

Module Leader: Dr. Ana Canhoto

Distribution Date: January 2019

Submission Deadline: 12.00 noon on 1st April 2019

Feedback by: 20 working days from the deadline

Contribution to overall module assessment: 100%

Indicative student time working on assessment: 100 Hours

Word or Page Limit (if applicable): 2500  250 Words (not including references)

Assessment Type (individual or group): Individual

Main Objective of the assessment The objective of this assessment is to allow you to demonstrate your knowledge of the concepts and models taught in this module, and your ability to apply them to a real-world scenario. You will have to conduct research about digital communication technologies, as well as about the specific industry mentioned. Specifically, you are asked to write a report of 2,500 words outlining a 12-week campaign using two digital media to support the launch of a new range of health food products in the UK. Description of the Assessment This coursework assesses the three learning outcomes of this module. You have been approached by Waitrose to help them with the launch of a new range of health food products in the UK. The first product will launch at the start of September 2019, to coincide with ‘Organic Month’ (http://www.waitrose.com/home/inspiration/about_waitrose/the_waitrose_way/waitrose_organic.html). The name of the product is yet to be determined

MG2604 Digital Marketing

Coursework for 2018/19

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(you can call it product X, or suggest a name yourself) but it will be ONE of the four mentioned in this article: https://www.cookinglight.com/eating- smart/nutrition-101/healthy-food-trends-2019 Your job is to develop a 12-week digital media campaign for England ONLY, for the new product. You choose which product you want to focus on, and the two digital media that you want to use in your campaign. The client currently sells an average of £70,000 worth of organic products, per week, across its England stores. You need to conduct some research about the industry and the main target audience(s). Based on your analysis of the market, you need to decide how the product should be positioned and promoted. You also need to justify your choice of two digital media, and explain how you will assess the campaign’s success. Your plan needs to include a pre-launch phase (about 6 weeks), a launch phase (about 1 week) and a post-launch phase (about 5 weeks). Your report will be 2,500 words long and needs to contain the following elements:

1. Description of the audience that you are going to target with your digital campaign, including their use of digital technologies 2. Development and justification of a digital marketing communications strategy, including the formulation of SMART objectives 3. Development and justification of a media plan, detailing your two media choices and clear timings 4. Discussion and justification of how your campaign will be evaluated (in terms of the SMART objectives previously identified), during and after the

campaign. You may want to use the mark allocation for guidance regarding the word count for each section. You also need to include a summary, which should be no longer than a page, and is NOT included in the word count. You will need to use recent/up-to-date academic journal articles to provide support to your analysis, as well as high quality market research reports (e.g., Mintel). Make sure to cite the sources in the main body of your report, and to provide a list of references at the end of the report. Pay attention to the references formatting/style and follow the Harvard referencing style. You need to adhere to the word count limit of 2,500 words ± 250 words, otherwise this will have implications on your grade as shown in the marking grid. The report should be clear of typographical and grammatical errors and should be well structured by using appropriate headings and sections to clearly separate the different sections. UG grades and grade point bands [Senate Regulation 2 (2009 starters onwards)] are: A++ (17), A+ (16), A (15), A- (14), B+ (13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1)

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You are offered an opportunity to submit a draft version for part 1 of the assignment (i.e., Description of the audience that you are going to target with your digital campaign, including their use of digital technologies). The deadline for uploading your draft submission to Blackboard is Monday, 18th February, 12 noon, Week 22). No late submissions accepted. You will obtain written feedback for this submission, as well as an indicative grade which will NOT be part of your final grade for this assignment. You are also able to discuss the other parts of your report with your module teacher, during office hours, for further feedback. Submission Instructions Coursework must be submitted electronically via the University’s Blackboard Learn system. The required file format for this report is Microsoft Word format. Your student ID number must be used as the file name (e.g. 0123456.docx). format]. You must ensure that you upload your file in the correct format and use the College’s electronic coursework coversheet. Please note that submissions of ‘.Pages’ documents will not be accepted – they should be converted to approved format. The electronic coursework coversheet must be completed and included at the beginning of all coursework submissions prior to submitting on Blackboard Learn. Electronic coversheets are available on Blackboard Learn within the Taught Programmes Office folder. Marketing Criteria as follows:

Criteria Grade descriptors

Consumers

22.5%

A. Proficient justification of choice of target audience, vis a vis Waitrose’s positioning and market potential. Excellent understanding and description of the target audience’s use of digital technology

B. Very good justification of choice of target audience, vis a vis Waitrose’s positioning and market potential Competent understanding and description of the target audience’s use of digital technology

C. Good justification of choice of target audience, but unbalanced in terms of Waitrose’s positioning vs. market potential. Some good points mentioned in the description of the target audience’s use of digital technology, but with significant gaps.

D. Limited justification of choice of target audience, or with contradictions. Sketchy description of the target audience’s use of digital technology.

E. Unsatisfactory justification of the choice of target audience. Poor description of the target audience’s use of digital technology, possibly with errors.

F. Lack of justification of the choice of target audience. Serious flaws in the description of the target audience’s use of digital technology.

Campaign strategy

22.5%

A. Excellent development of the

B. Very good development of the

C. Good development of the digital marketing

D. Reasonable development of the

E. Illogical digital marketing strategy,

F. Unjustified and illogical digital

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digital marketing strategy, which is very well justified and corresponds to the objectives and the profile of the chosen target audience. Clear and very well- reasoned objectives, meeting all SMART criteria.

digital marketing strategy, which is well justified and corresponds to the objectives and the profile of the chosen target audience. Well reasoned objectives, meeting all SMART criteria.

strategy, which is reasonably justified and partially corresponds to the objectives and the profile of the chosen target audience. Reasonable choice of objectives, but no fully meeting the SMART criteria.

digital marketing strategy, but incomplete justification, or not suitably corresponding to the objectives or the profile of the chosen target audience. Limited rationale for the choice of objectives, or failing to meet various SMART criteria.

failing to address the objectives or not matching the profile of the chosen target audience. Limited rationale for the choice of objectives, and failing to meet various SMART criteria.

marketing strategy, failing to address the objectives or not matching the profile of the chosen target audience. No rationale for the choice of objectives, and failing to meet numerous SMART criteria.

Media choices

22.5%

A. Excellent development of the digital media choices, which is very well justified and corresponds to the objectives and the profile of the chosen target audience. Very cohesive plan with excellent justification for timings.

B. Very good development of the digital media choices, which is well justified and corresponds to the objectives and the profile of the chosen target audience. Cohesive plan with good justification for timings.

C. Good development of the digital media choices, which is reasonably justified and partially corresponds to the objectives and the profile of the chosen target audience. Reasonable plan with justification for timings.

D. Reasonable development of the digital media choices, but incomplete justification, or not suitably corresponding to the objectives or the profile of the chosen target audience. Incomplete plan, or poor choice timings.

E. Illogical or unjustified digital media choices, failing to address the objectives or not matching the profile of the chosen target audience. Poor plan, lacking cohesion and poor choice of timings.

F. Illogical and unjustified digital media choices, failing to address the objectives or not matching the profile of the chosen target audience. Illogical plan, or no plan presented.

Campaign evaluation

22.5%

A. Excellent choice of metrics for all stages of the campaign. Very competent justification.

B. Very good choice of metrics, but some imbalance in terms of the stages of the campaign. Good justification.

C. Good but incomplete choice of metrics. Satisfactory justification.

D. Satisfactory but incomplete choice of metrics. Weak justification.

E. Very incomplete choice of metrics, or poor choice of metrics. Poor justification.

F. Very incomplete choice of metrics, and very poor choice of metrics. No justification provided.

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Standard of presentation

10%

A. The citations within the text itself are accurate, in every respect. The references at the end of the text are accurate in every respect. No spelling mistakes or grammatical errors exist. Length is within the stated range.

B. The citations within the text itself are mostly accurate, with minor mistakes or inaccuracies. All of the references at the end of the text are mostly accurate, with minor mistakes or inaccuracies. Spelling and grammar are mostly correct. Length is within the stated range.

C. The citations within the text itself are mostly accurate, but some basic mistakes have been made. The references at the end of the text are mostly accurate, but some basic mistakes have been made. Some spelling or grammatical mistakes. Length is over or under the stated range, by more than 10%.

D. The citations within the text itself contain various errors. The references at the end of the text contain various errors. A number of spelling and grammatical mistakes exist. Length over or under the stated range by more than 10%.

E. The references both within and/or at the end of the text were missing or inadequately cited and presented. Numerous spelling mistakes exist, and the length is over or under the stated range by more than 10%.

F. The references both within and/or at the end of the text were missing or inadequately cited and styled. The report is lacking adequate structure. Numerous spelling mistakes exist and the length is over or under the stated range by more than 10%.

Academic Misconduct, Plagiarism and Collusion Any coursework or examined submission for assessment where plagiarism, collusion or any form of cheating is suspected will be dealt with according to the University processes which are detailed in Senate Regulation 6. You can access information about plagiarism here. The University regulations on plagiarism apply to published as well as unpublished work, collusion and the plagiarism of the work of other students. Please ensure that you fully understand what constitutes plagiarism before you submit your work. University’s Coursework Submission Policy Please refer to the College’s Student Handbook for information on submitting late, penalties applied and procedures. College’s Coursework Submission Policy

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Please refer to the College’s Student Handbook for information relating to the College’s Coursework Submission Policy and procedures. * this can be found at the bottom of the page under the ‘Documents’ section * Extenuating Circumstances Policy Please refer to the College’s Student Handbook for information relating to extenuating circumstances and procedures.