Social Media Marketing

BCO223 SOCIAL MEDIA MARKETING MIDTERM Task brief & rubrics

Task: written summative assignment

Develop the following questions around Social Media

This time controlled assignment is a written submission exam and will be released on Friday 12 th of March (Week 7).

Students are required to answer the following questions regarding Social Media Marketing

Choose a brand that you know well to answer questions nº 1, 3,4,5,6

1. What is the difference between a brand advocate and an Influencer? Could you think how would you work with both as part of your social

media brand campaign?

2. What job within the Social Media arena do you see yourself working in? Describe the job. Why do you think you could be a good candidate

for this type of position?

3. What is the main advantage of using Social media for Market research? Explain an example on how to use Social media to find out useful

information about your brand and brand users.

4. Define the main advantages of permission vs interrupting marketing strategies. Use the brand you have chosen to illustrate your point with

an example.

5. What would you do to analyse competitor’s activity online?

6. How would you react If the strongest competitor would launch in 2021 a product/service with a superior competit ive advantage than yours

and is comparing in most of the platform Competitor X product vs your product, showing who that Competitor X is the clear winner. Could

you think of any real example in any category of products?

7. Explain the social media Cycle and the main differences vs traditional marketing.

Formalities:

o Timed controlled assessment. This assessment must be launched 48 hours before the deadline.

o Word: Students will not have a specific word count

o Answer using 1 page maximum per question

o Cover, Table of Contents, References and Appendix are excluded of the total word count.

o Font: Arial, size 11

o Text alignment: Justified

o The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week (7) – Via Moodle (Turnitin). Submission deadline Sunday 14th March

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

Outcome 1: Understanding brand advocates and influencers

Outcome 2: Understanding how to analyse competitors online

Outcome 3: Understanding the use of social media in customer and market research

Outcome 4: Understanding differences vs the Social media dynamic and cycle vs traditional marketing

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class. Influencer, brand advocate, touchpoints, Social media cycle, permission and interruption marketing

Student applies mostly relevant knowledge from the topics delivered in class. Influencer, brand advocate, touchpoints, Social media cycle, permission and interruption marketing

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Influencer, brand advocate, touchpoints, Social media cycle, permission and interruption marketing

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Influencer, brand advocate, touchpoints, Social media cycle, permission and interruption marketing

Critical Thinking (30%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (20%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.