Marketing - Digital marketing analysis 2000 word, needed ASAP

MKT2010 - Marking Scheme – Semester 2 Assignment – Individual Essay of 2000 words [50%]

0% - 19% 20% - 39% 40% - 49% 50% - 59% 60% - 69% 70% – 79% 80% +

Poor fail Marginal fail Marginal pass Adequate Good Very good Excellent

Taking a brand of your choice, discuss and evaluate the use of Digital Marketing Channels from this brand’s perspective (50%)

This is not considered – there is little or no mention or coverage linked to the question asked.

There is little coverage or discussion or evaluation of the DM Channel linked to a brand. This is barely mentioned and there is no underpinning with any academic literature.

There is some discussion but not much evaluation of the brand and its Digital Marketing Channels. There is little or no engagement with the academic literature.

There is some discussion and a little evaluation gained drawing on basic academic texts. Needs more development of the discussion of the brand and evaluation of the current digital marketing channels using appropriate literature.

There is a detailed discussion and some evaluation of the brand and its Digital Marketing Channels. Sometimes lacking in clarity of why these channels are relevant to the brand. Good discussion and evaluation using key texts

A detailed and critical account of a specific brand, discussing and evaluating its current digital channels showing a very good explanation and insight as the brands current usage of Digital Marketing Channels and evidence of using wider reading.

A sophisticated critical account of the a specific brand, discussing and evaluating its current Digital Marketing Channels showing a very good explanation and insight together with critical evaluation utilising a comprehensive reference list

Using this brand and the knowledge of the trends/tools that you have covered in the module make recommendation s for the brand’s future digital marketing communications activity (25%)

This is not considered – there is little or no mention or coverage linked to the question set.

There is a little coverage or discussion of future trends and tools or any recommendation s either. Future brand based activity is barely mentioned and there is no underpinning with academic literature or examples.

There is some coverage or discussion of future trends/ tools or any recommendations . Future brand based activity rarely mentioned but not discussed in any detail and there is no underpinning with academic literature or examples.

There is a limited coverage or discussion of future trends/tools or any recommendation s either. Future brand based activity is discussed but not in any depth. Little underpinning with academic literature or other examples.

There is some good coverage or discussion of future trends/tools with possible recommendations . Future brand based activity is discussed but could be less generic and have more depth. Some underpinning with academic literature or other examples.

There is some good detailed and critical discussion of future trends/tools with clear and concise recommendations . Future brand based activity is discussed critically with good depth and using wider reading.

A sophisticated and a critical discussion of future trends/tools with clear and concise recommendations . Future brand based activity is discussed critically with depth and using a comprehensive reference list.

Illustrate your answer using appropriate examples, showing knowledge of other brands and their digital marketing communication activities (20%)

This is not attempted

There is no explanation for the choice of examples or understanding of why your chosen brand could benefit from these other activities.

There is some evidence as to why your choice of examples could benefit your chosen brand. But little of how the examples relate to your brand activity. No justification shown

There is evidence about the relevance of the examples could topic and evidence that future learning activities have been considered and why this is important. Little justification shown

A good explanation as to why these chosen examples are valid with clear discussion on how your brand could benefit from their adoption. Good rationale and justification shown.

A very good explanation as to why these examples are important, with a very clear discussion on their relevance for your chosen brand. Very good justification shown

Excellent and insightful explanation of the relevance of the chosen examples. Excellent discussion over how your brand could learn from other examples. Excellent justification.

Good academic practice, structure, writing and presentation (5%)

There is little evidence of good academic practice, no discernible structure, referencing is missing and the Presentatio n impairs the reading of the work

There is limited evidence of good academic practice, incoherent structure, referencing is inadequate and there are many significant presentational issues

There is some evidence of good academic practice, some coherence in the structure, referencing is largely adequate and there are many presentational issues

There is evidence of good academic practice, coherent structure, referencing is adequate and there are some presentational issues

There is evidence of good academic practice, good coherence and evolving narrative, referencing is good and there are few presentational issues

There is evidence of very good academic practice, very good structure and clear narrative, referencing is at a high standard and there are minimal presentational issues

There is evidence of excellent academic practice, excellent coherence and sophisticated narrative, referencing is at an exemplary standard and presentation is to a professional standard