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Digital Marketing Module Handbook 2016/17 Students Level 6, Semester 1 (20 Credits) Business School

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Digital MarketingModule Handbook

2016/17 Students

Level 6, Semester 1

(20 Credits)

Business School

Contents

1 What this Module is About...............................................................................................1

1.1 Introduction from the Module Leader.......................................................................1

1.2 Module Learning Outcomes.......................................................................................2

1.3 Module Learning Activities........................................................................................2

1.4 Graduate Attributes Developed and Assessed...........................................................3

1.5 Communication..........................................................................................................3

2 Weekly Schedule...............................................................................................................4

3 Key Resources to Support Learning...................................................................................7

4 Assessment..................................................................................................................... 11

4.1 Assessment Summary..............................................................................................11

4.2 Assessment Details..................................................................................................13

4.3 Feedback..................................................................................................................22

5 Understanding Your Assessment Responsibilities...........................................................23

Student Name____________________________________________________________

Email Address ____________________________________________________________

Course ____________________________________________________________

Group ____________________________________________________________

ModuleTutor ____________________________________________________________

Tutor’s Email Address ______________________________________________________

Communication Protocol: module staff will reply to student questions within a reasonable time but this will

normally be within office hours only. Students are advised to check this handbook and also to see if there are

any online/noticeboard announcements or FAQ answers that deal with their enquiry before contacting staff.

1 What this Module is About

1.1 Introduction from the Module Leader

On behalf of the Business School Team we would like to welcome you to the Digital

Marketing module which develops the theories you been introduced to over the last two

years. Some of you may be studying at Leeds Beckett for the first time. Alternatively this

may be the first marketing module you’ve done for a while. No doubt many of you will be

studying degrees with a heavy marketing content. So a large part of the challenge is making

Digital Module challenging for everyone. It’ll be hard work but we’ll also have some fun

along the way. This module has been specifically designed to give an insight into the

crucially important area of digital marketing. The digital and technological environment is

still having a complex and dynamic impact on marketing in the 21st century. As such future

managers, you will need to appreciate a variety of concepts, models and theories concerned

with digital marketing such as web paradigms, consumer generated content and ever

changing social media platforms.

So, welcome to the module, we hope you enjoy it! If you need me I can be contacted at

[email protected], face to face after each lecture or tutorial or on Twitter

@cristiania

Best wishes,

Dr. Cristina Miguel

2016/17Module Handbook 1

1.2 Module Learning Outcomes

The module is designed to introduce students to the ways in which digital media can be

used for marketing activities and how this is influenced by the contemporary digital

environment. It will also enable students to develop a critical understanding of the key

aspects of digital marketing in order to identify a range of challenges and opportunities.

Finally, students will be able to develop strategic approaches to achieving corporate and

marketing aims through digital marketing planning. This will in particular provide students

with the contemporary marketing skills required for being a marketing professional in the

digital age.

On successful completion of this module, you will be able to…

critically understand the role of Web 2.0, particularly social media and consumer

generated media, within the marketing mix.

develop and evaluate a digital marketing plan for an organisation.

critically analyse the role of key digital platforms, tool and media.

analyse the digital marketing environment and develop strategic and tactical

recommendations in order to achieve marketing objectives.

1.3 Module Learning Activities

To help you develop the knowledge and skills required to pass this module, the module

team will use a blend of teaching and learning techniques to help you. This module is taught

via a weekly lecture and a weekly tutorial. In between these two taught sessions you are

expected to undertake your own reading and private study programme. Students are

required to read a wide number of books, journal articles and professional studies. Reading

responses will be used in tutorials on a weekly basis in order to help them to understand

digital marketing theories and concepts.

Lectures together with directed and online learning activities will introduce key

concepts to students as a basis for their further reading and research.

Student and tutor led tutorials will focus on the application of theory to

contemporary examples.

2016/17Module Handbook 2

Tutorials will enrich the scope of the module content; facilitate skills development

and encourage independent learning.

X-stream will be used to enhance the students learning experience using a variety of

media to deliver content and interact.

Guest lecturers will be used to offer an insight into how the marketing

communications are used in context.

Continuation of the development of a work-related portfolio.

1.4 Graduate Attributes Developed and Assessed

Enterprise - Via exposure to real-life examples through lectures, guest lectures and tutorials

through the production of a portfolio of work-related content- assessed via coursework and

portfolio Digital Literacy - Though all delivered sessions – Digital content is key within

pedagogy and the subject and there are workshops delivered in the IT labs - assessed via

coursework Global Outlook - Via exposure to various organisational contexts in a global

marketplace - assessed via coursework

1.5 Communication

Information about the module will be communicated to students through MyBeckett.

Eventually, students will receive emails for special announcements.

2016/17Module Handbook 3

2 Weekly Schedule

Week Commencing Date

Lecture Seminar Reading/Journal Review Directed study and additional resources

26th September

1. Digital DisruptionThe New Economy The dot.com bubbleWeb 2.0 & the sharing economy

An introduction to the module

Airbnb Exercise

Ryan, D. (2015). So you want to go Digital?, in Understanding Digital Marketing: Marketing Strategies for Engaging the digital generation(3rd Ed). London: Kogan Page.

Scott, D. M. (2015),Introduction, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

3rd October

2. Your Business & Digital MarketingOwned: web/mobile site, SM channels, E-mail listsPaid: PPC, display ads, SM ads, ad networksEarned: mentions, shares, reposts, reviews

RACE- The digital journey

Finding and analysing journal articles

Chaffey, D. & Ellis-Chadwick, F. (2015). IntroducingDigital Marketing, in Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

Quinton, S., & Simkin, L. (2016). The Digital Journey: Reflected Learnings and Emerging Challenges. International Journal of Management Reviews. Vol. 0, 1–18.

10th October

3. Users and/or customers?Prosumer Consumer-generated mediaFans & followersBrand communitiesCustomer engagement

Brand communities

Adidas case study

Tapscott, D., & Williams, A. D. (2008). The Prosumers, in Wikinomics: How mass collaboration changes everything. London: Atlantic books.

Richardson, N., James, J. and Kelley, N. (2015). Users and/or customers?, in Customer-Centric Marketing: Supporting Sustainability in a Digital Age. London: Kogan Page.

17th October

4. Online marketplace analysisMacro-environmentMicro-environmentSWOT

Assignment Workshop - SOSTAC

Situation analysis

Chaffey, D. & Ellis-Chadwick, F. (2015). Online marketplace analysis: the micro-environment, in Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

Chaffey, D. & Ellis-Chadwick, F. (2015). Online marketplace analysis: the macro-environment, in Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

2016/17Module Handbook 4

Week Commencing Date

Lecture Seminar Reading/Journal Review Directed study and additional resources

24th October

5. The Digital Campaign PlanDM ObjectivesStrategy & tacticsBudget & timingMeasurement- KPIs

Setting digital marketing objectives for a local restaurant

Designing tactics

Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Strategy development, in Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

Richardson, N., James, J. and Kelley, N. (2015). Digital marketing and research, in Customer-Centric Marketing: Supporting Sustainability in a Digital Age. London: Kogan Page.

31st October6.Segmentation, Targeting & PositioningOnline personasOVP

Profiling Behaviour – Building online personas

Scott, D. M. (2015). Reaching your buyers directly, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

Scott, D. M. (2015). You are what you publish: Building your marketing and PR plan, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

7th November

7. Search engine marketingGoogle & other search enginesSEOPPC

Creating a Google Adwords campaign

Scott, D. M. (2015). Search engine marketing, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

Batelle, J. (2011). Who, what, where, why, when, and how (much), in The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. London: Nicholas Brealey Publishing.

14th November 8. Website and appDesign & ContentUsability & UX

Building a website with Wordpress

Scott, D. M. (2015). The content-rich website, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

Chaffey, D. & Ellis-Chadwick, F. (2015). Delivering the online customer experience, in Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

2016/17Module Handbook 5

Week Commencing Date

Lecture Seminar Reading/Journal Review Directed study and additional resources

21st November

9. Social Media MarketingContent marketing Word-of-mouth Viral campaignsSocial media ads

Let’s get social –Creating a cross-platform campaign

Scott, D. M. (2015). Social media and your targeted audience, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

Scott, D. M. (2015). Going viral: The web helps audiences catch the fever, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

28th November10. E-mail Marketing & PRHouse list e-mails 3rd party e-newsletters adsBloggers & influencers

Assignment Drop-inRyan, D. (2015). Understanding e-mail marketing, in Understanding Digital Marketing: Marketing Strategies for Engaging the digital generation(3rd Ed). London: Kogan Page, pp. 178-205.

Scott, D. M. (2015). Blogs: Tapping millionsof evangelists to tell your story, in The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

5th December

11. Big Data & EthicsSocial Media MonitoringGoogle-My Activity pageSustainabilityCSR

Assignment Drop-inDahl, S. (2015).Ethics in New Media, in Eagle, L., & Dahl, S. (Eds.). Marketing Ethics & Society. London: Sage, pp. 100-116.

Tench, R., & Jones, B. (2015). Social media: the Wild West of CSR communications. Social Responsibility Journal, 11(2), 290-305.

Contact Hours: 36

A student guide on contact hours is available here:

www.qaa.ac.uk/en/Publications/Documents/contact-hours-student.pdf.

2016/17Module Handbook 6

3 Key Resources to Support Learning

It is strongly recommended that you undertake a weekly reading programme based on a

selection of the recommended textbooks supplemented by the reading of articles in trade

and academic journals. You will also need to refer to a variety of sources when researching

and writing your assignment. Your reading and private study will support the lectures and

tutorials, help you gain a critical understanding of key concepts and issues, encourage you

to apply them in context, and keep you informed of current trends in branding and brand

management. The university’s library contains a wide variety of relevant texts, but those in

the following list are particularly recommended for this module. The library shelf reference

is in brackets at the end of each book reference.

Recommended textbooks

Chaffey, D. & Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.

Available as an eBook:

http://lib.myilibrary.com/Open.aspx?id=936826

Richardson, N., James, J. and Kelley, N. (2015). Customer-Centric Marketing: Supporting Sustainability in a Digital Age. London: Kogan Page.

Available as an eBook:http://lib.myilibrary.com.ezproxy.leedsbeckett.ac.uk/Open.aspx?id=71836

2016/17Module Handbook 7

Ryan, D. and Jones, C. (2014). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (3rd Ed). London: Kogan Page.

Available as an eBook:

https://www-dawsonera-com.ezproxy.leedsbeckett.ac.uk/abstract/9780749471033

Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. New Jersey: John Wiley & Sons.

Available as an eBook:

https://www-dawsonera-com.ezproxy.leedsbeckett.ac.uk/abstract/9781119070665

Additional reading

Dahl, S. (2014). Social Media Marketing: Theories and Applications. London: Sage.

Fromm, J., & Garton, C. (2013). Marketing to millennials: Reach the largest and most

influential generation of consumers ever. New York: AMACOM.

Gosnay, R. and Qualman, E. (2011).Socialnomics: How Social Media Transforms the Way We

Live and Do Business. New Jersey: John Wiley and Sons.

Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social

media ecosystem. Business horizons, 54(3), 265-273.

Heller Baird, C., & Parasnis, G. (2011). From social media to social customer relationship

management. Strategy & Leadership, 39(5), 30-37.

Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online

through websites and social media: A gender study of Italian Generation Y clothing

consumers. International Journal of Information Management, 35(4), 432-442.

Ofcom (2015). Media lives 2015: A qualitative Study. Available at:

http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/medialives11/

media_lives_2015_summary.pdf

2016/17Module Handbook 8

Rowles, D., (2014) Mobile Marketing: How Mobile Technology is Revolutionising Marketing,

Communications and Advertising, London: Kogan Page. Available as an eBook:

http://catalogue.leedsbeckett.ac.uk/uhtbin/cgisirsi/0/-/0/123#

Smith, P.R. (2012). E-marketing Excellence: Planning and Optimizing your Digital Marketing

(3rd Ed). Routledge: Oxon.

Strauss, J & Frost, R. (2011).E-Marketing (6th Ed.). London: Pearson.

Wang, H., Meng, J., & Dong, F. (2012). Sharing as “frands”: Personified branding strategies

on social network sites in China. First Monday, 17(5).

http://firstmonday.org/ojs/index.php/fm/article/view/3718/3201

Academic Journals

The library subscribes to a wide range of academic journals. They are accessible as both

printed and electronic copies and can be searched via online databases. See Library Online,

subject index (business) and also journal index (a-z). Academic journals contain articles

written by lecturers, professors and other academic researchers. They are usually about

recent research that has been conducted, or they discuss and debate contemporary issues.

The reading of academic journal articles is essential for this module. Each lecture will

reference relevant articles, and you should also do your own research within the academic

journal databases. It is essential, therefore, that you are able to use the databases available

through Library Online to locate articles that discuss particular theories and concepts. If you

are not fully conversant with how to search for academic articles online, talk to the library

staff – they are only too willing to help. There are also leaflets available in the library to help

you make the most of the resources available. 7 EBSCO (Business Source Premier) and

Emerald are the two online databases which will yield a large quantity of useful academic

journal articles. The following journals contain articles relevant to this module, but this list is

by no means exclusive.

Journal of Computer-Mediated Communication

Journal of Interactive Marketing

Journal of Direct, Data and Digital Marketing Practice

2016/17Module Handbook 9

You may also wish to use the Resource section of Library Online and access the Databases

which has useful information such as Mintel, Marketline Advantage and Brad Insight.

Trade Journals

Trade journals are published for people who work in a particular industry. There are several

UK magazines aimed at the marketing and advertising industries. They provide coverage of

current issues and information about current activities being undertaken by a wide range of

organisations. The UK trade journals listed below are available in the library. They can also

be searched online via Library Online.

Campaign Brand

Republic Marketing

Marketing Week

All disabled students requiring additional support or alternative arrangements must declare

and provide evidence of their disability to the Disability Advice Team as early as

possible:www.leedsbeckett.ac.uk/studenthub/disability-advice.

2016/17Module Handbook 10

4 Assessment

4.1 Assessment Summary

Assessment 1

Assessment Method: Re-assessment Method:

Digital Marketing Plan

(75%)

Word Count: 3.500 words

Digital Marketing Plan

(75%)

Word Count: 3.500 words

Assessment Date and Time: 20th December 2016 at noon

Re-assessment Date and Time: TBC

Feedback Method:

Written feedback (both within the digital marketing plan and a summary at the end).

Feedback Method:

Written feedback (both within the digital marketing plan and a summary at the end).

Feedback Date:31st January 2017

Feedback Date:Four working weeks after the deadline

Learning Outcomes Assessed:

• Be able to critically understand the interactive nature of Web 2.0, particularly social media and consumer generated media within the marketing mix. • Be able to develop and evaluate a digital marketing plan (or elements therein) for an organisation. • Be able to critically analyse the role of key digital platforms, tools and media. • Be able to analyse the digital marketing environment and develop strategic and tactical recommendations in order to achieve marketing objectives.

2016/17Module Handbook 11

Assessment 2

Assessment Method: Re-assessment Method:

Developing Digital

Content

(25%)

Word count: 1.500

words

Developing Digital

Content

(25%)

Word count: 1.500

words

Assessment Date and

Time: 20th December

2016 at noon

Re-assessment Date and

Time: TBC

Feedback Method:

Written feedback (both within the digital marketing plan and a summary at the end).

Feedback Method:

Written feedback (both within the digital marketing plan and a summary at the end).

Feedback Date:31st

January 2017

Feedback Date:four

working weeks after the

deadline

Learning Outcomes

Assessed:

• Be able to critically analyse the role of key digital platforms, tools and media and select the most adequate to develop the strategic plan.• Be able to design tactics and content to achieve marketing objectives

Feedback within 4 weeks (University closures, such as Christmas, do not count as a working

week).

2016/17Module Handbook 12

4.2 Assessment Details

Leeds Beckett University

Business School

Module Title: Digital Marketing (H6)

Title of Assessment: Component 1: Digital Marketing Plan

Component 2: Developing Digital Content

Course: BA (Hons) Marketing & Advertising Management

Other Business Streams

Deadline Date For Submission By Students:

Component 1: Digital Marketing Plan 12 noon 20th December 2016

Component 2: Developing Digital Content 12 noon 20th December2016

Submission Location: Turnitin Platform on MyBeckett

Assessor(s): Dr. Cristina Miguel, Dr. Martina Topic, Dr. Carl Clare,

and Neil Kelley.

----------------------------------------------------------------------------------------------------------

There are two assessment components for this module. Each assessment is marked out of

100 and then contributes 75% and 25% towards the overall module mark. All students must

submit for all assessed components. There are resits for all components should any student

not achieve a pass mark in any of the work.

2016/17Module Handbook 13

Component 1: Digital Marketing Plan (75%)

In your role as a digital marketing consultant you have been asked to develop a digital marketing plan for a new client of your choosing. The client currently has an online presence and is now looking for practical suggestions as to how they can plan their digital growth in the UK for the next 6-12 months.

They are looking to acquire new customers to their digital platforms, retain existing digital customers as well as raising awareness of their product. They have asked you, as a digital marketing consultant, to produce a digital marketing plan that will provide justified recommendations as to how they can achieve this.

You should produce a digital marketing plan that considers the potential contribution of digital marketing concepts and activities to the future success of the organization and their digital presence in the UK. The digital marketing plan and report are to be presented in a format appropriate for the Marketing Director. You may select one company, brand and/or product from to focus your digital marketing plan upon…

Topshop is a style setter and star of your wardrobe. They started out life way back in 1964 and now have over 300 stores in the UK alone! They ship to more than 100 countries and their eclectic British style is known all over the world. They’re also the only high street brand to show on schedule at London Fashion Week.

ASOS is a global fashion destination for 20-somethings. They sell cutting-edge fashion and offer a wide variety of fashion-related content, making ASOS.com the hub of a thriving fashion community. They sell over 80,000 branded and own-brand products through localised mobile and web experiences, delivering from their fulfilment centres in the UK, US, Europe and China to almost every country in the world.

Amazon Prime members in selected postcodes can now get ultra-fast delivery. They can choose a same-day, two-hour delivery window between 8 am and midnight, included with their Prime membership. Delivery within one-hour available in select postcodes for £6.99. Minimum order value £20.

Deliveroo has been delivering food from the best local restaurants for almost three years. In that time they've grown fast, and are now expanding across the country to work with an ever-growing selection of great establishments.

2016/17Module Handbook 14

Component 1: Digital Marketing Plan

Produce an individually written digital marketing plan of 3,500 words (+/- 10% excluding

bibliography and appendices) that adheres to ALL of the requirements of this assignment

brief within the context of your chosen organisation following this structure:

Executive summary(300 words aprox.)

Context Analysis

An overview of the key external and internal environmental factors relevant to digital

marketing and your chosen organisation.

Please Note: This section should be no more than six pages in length and submitted as an

appendix.

1. Summary of Context Analysis

The key findings from your context analysis (macro and micro) should be presented here.

Draw conclusions which support recommendations for the Marketing Director.

2. Digital Marketing Objectives

Your objectives should be SMARTand provide the direction for the digital plan.

You should link your business objectives to your digital marketing objectives.

Include 2-3 digital marketing objectives.

3. Digital Strategy

Recommendation of the appropriate strategy to achieve objectives.

The selection of the target public following STP (Segmentation-Targeting-Positioning)

framework and the design of the OVP (Online Value Proposition).

Segmentation: Consider the segment the product is aimed at

Targeting: Reflect on the brand identity in relation to the target segment

Positioning: Identify whether the product is clearly differentiated from its competitors and

design the OVP.

* Reflect the ethical and/or sustainable responsibilities of the stakeholders involved

4. Digital Marketing Mix

The recommendation and justification of a coordinated digital marketing mix (tactics) to

achieve the strategy and objectives.

2016/17Module Handbook 15

5. Implementation Plan

A 6month plan detailing when the tactics will be employed and a realistic budget outlining

how much they will cost.

6. Control and Measurement

A set of recommended metrics/measures so that the performance of the plan can be

assessed.

Appendix

Please note: This plan is being produced for Senior Management and therefore the use of business language and a relevant structure is vital. At the same time, this is an academic assignment, so you need to show that you also master the theory and reference it properly.

Maximum word count: 3,500 (+/- 10%) not including appendices and bibliography.

Component 2: Developing Digital Content (25%)

In your role as Digital Marketing Consultant, you have been asked to develop no more than

THREE pieces of digital marketing content linked to the tactics recommended in your Digital

Marketing Plan.

Part A –Content

You are required to design and create three different pieces of relevant digital marketing

content, using any digital platform recommended in the digital marketing plan for

Component 1. These pieces of content should be created in situ where possible and then

captured using a screengrab tool, such as Microsoft’s Snipping Tool or Apple’s Grab. An

explanation of each piece of content must be provided and does not count towards the

word count. Number of screen shots: nine maximum.

Part B – Briefing Paper

Following the development of the content, you have been asked to produce a briefing paper

for the Digital Marketing Consultancy you are working for. This needs to explain and justify

how and why the digital platform and subsequent content was chosen and how it links to

the relevant stage of the online customer journey. Maximum word count: 1,000 (+/- 10%)

2016/17Module Handbook 16

Student Instructions for Submission of Coursework

This module requires you to submit your work online.

You MUST submit your work through MyBeckett using the link set up by the tutor. Receipt

of your work will be recorded.Your "Turnitin assignments" in MyBeckett can be set up so

that you can check your assignment yourself as you submit it. This checking is done by

creating an "Originality Report". If this report shows that there are some problems with

your work, such as un-cited quotations, you should be able to make corrections and re-

submit the work again before the due date.

Please note:Tutors will follow up any suspected unfair practice found after the submission

date as per University policy. Late penalties will apply as per University Regulations.

2016/17Module Handbook 17

Course Titles: BA Marketing, BA Marketing and Advertising Management, Business and Management courses.Module Title: Digital Marketing Level: 6Assessment Title: Component 1: Digital Marketing Plan Weighting: 75% Criteria and Weighting

100-70 69-60 59-50 49-40 39-30 29-15 14-0

Introduction (5%):Provide a suitable explanation of the issue or opportunity presented with reference to your chosen organisation.

Explanation intelligently summarises the rationale behind the issue or opportunity in context.

Explanation summarises the rationale behind the issue or opportunity in context.

Explanation offers some relevant summary of the rationale behind the issue or opportunity in context.

Explanation offers a basic summary of the rationale behind the issue or opportunity in context.

Explanation fails to clearly summarise the rationale behind the issue or opportunity in context.

Explanation fails to summarise the rationale behind the issue or the opportunity.

Explanation fails to offer any rationale behind the issue or opportunity in context.

Findings and analysis (30%):Overview of the key findings from the context analysis (Macro, Micro and Internal) provided in the appendices. Use secondary data from reliable sources.

Findings are highly relevant, linked to context and linked to contemporary insight and relevant theoretical frameworks and concepts.

Findings are relevant, have some contextualisation and are linked to contemporary insight and relevant theoretical frameworks and concepts.

Findings are considered in context and there are some links to context and relevant theoretical frameworks and concepts.

Findings are considered in context and there are some links to context and relevant theoretical frameworks and concepts.

Identified key findings are minimal, lack relevance and there is no evidence of any relevant theory.

Identified findings are poor, irrelevant and there is no evidence of any relevant theory.

Findings and analysis are omitted, or contain serious flaws and errors.

Outline of potential objectives, strategy, tactics, implementation and control (60%):Relevant

Outline of the potential plan for objectives, strategy and tactics intelligently

Outline of the potential plan for objectives, strategy and tactics are clear and well defined,

Outline of the potential plan for objectives, strategy and tactics are defined and

Outline of the potential plan for objectives, strategy and tactics lack detail but

Outline of the potential plan for objectives, strategy and tactics are minimal, lack

Outline of the potential plan for objectives, strategy and tactics are poor, lack any focus or

Outline of the potential plan for objectives, strategy and tactics are omitted, or

2016/17Module Handbook 18

recommendations for objectives, strategy, tactics, implementing, budgeting and controlling within the DIM plan for the next 6-12months.

follow on from the context and demonstrate excellent relevance, contemporary insight and theoretical justification.

relate the context, and show some creativity and insight.

stated, and relate to the context.

evidence some link with the context.

focus or are omitted.

are omitted. contain serious flaws and errors.

Plan writing and presentation (5%):Format, structure and present a DIM plan that is free of spelling, grammar and punctuation errors. Apply the rules of Harvard Referencing correctly. Use appendices effectively

Presentation and writing is of a high standard with correct referencing and very effective use of appendices.

Presentation and writing is of a good standard with correct referencing and effective use of appendices.

Presentation and writing is of a reasonable standard with adequate referencing and use of appendices.

Presentation and writing is of a basic standard. Referencing has been attempted but is inaccurate.

Presentation and writing is weak with inadequate referencing

Presentation and writing is poor with issues in relation to referencing

Presentation and writing is very poor. Referencing is omitted or contains serious errors and omissions.

Mark Range

2016/17Module Handbook 19

2016/17Module Handbook 20

Course Titles: BA Marketing, BA Marketing and Advertising Management, Business and Management courses.Module Title: Digital Marketing Level: 6Assessment Title:

Component 2: Developing Digital Content Weighting: 25%

Criteria and Weighting

100-70 69-60 59-50 49-40 39-30 29-15 14-0

Content design and creation (50%):Design and three pieces of content which deliver value to a relevant customer segment

The three pieces of content are excellently designed and created with relevance, clearly linked to the context of the plan and audience, and show creativity and insight.

The three pieces of content are well designed and created with some relevance to the plan, well linked to context and audience, and show creativity and insight.

The three pieces of content are designed and created with some relevance to the plan, there are some links to context and audience, but little creativity and insight.

The three pieces of content designed have basic relevance to the plan, with limited links to context and audience, and limited creativity and insight.

The three pieces of content designed are not clear and not linked to its content or audience, with no relevant creativity and insight.

The content struggles to demonstrate its purpose through its content and offers no relevance to the audience, with no creativity and insight.

The content fails to demonstrate its purpose through its content and there is no consideration of audience, and there is evidence of creativity or insight.

Explanation and justification of content selection (45%):Description as to how the three different pieces of content deliver value to the chosen customer segment

The content developed is well explained and justified, it is relevant to context and linked to the customer segment and journey contemporary insight and relevant theoretical frameworks and concepts.

The content developed is clearly explained and justified in part, it is relevant to context and are linked to the customer segment and journey, contemporary insight and relevant theoretical frameworks and concepts.

The content developed is explained with basic justification in part and there are some links to the customer segment and journey, context and relevant theoretical frameworks and concepts.

The content developed has limited explanation and justification and there are some basic links to the customer segment, context and relevant theoretical frameworks and concepts.

The content explanation is minimal, lack relevance and there is no evidence of any relevant theory.

The explanation is poor, irrelevant and there is no evidence of any relevant theory.

The focus on and explanation, linked to a customer segment and journey are omitted, or contain serious flaws and errors.

Content and Briefing Paper Presentation (5%):Format, structure and presentation of content and a briefing paper

Presentation and writing is of a high standard with correct referencing and very effective use of appendices.

Presentation and writing is of a good standard with correct referencing and effective use of appendices.

Presentation and writing is of a reasonable standard with adequate referencing and use of appendices.

Presentation and writing is of a basic standard. Referencing has been attempted but is inaccurate.

Presentation and writing is weak with inadequate referencing

Presentation and writing is poor with issues in relation to referencing

Presentation and writing is very poor. Referencing is omitted or contains serious errors and omissions.

2016/17Module Handbook 21

4.3 Feedback

This section explains both how you will get feedback on your module work and how you are

encouraged to provide feedback about the module to the module and course team.

A mid-module review will be timetabled into your module by week 7. This is an opportunity

to resolve modular issues promptly early on in the module. In addition, you will have the

opportunity to feed back formally at the end of your module. These comments will be

reviewed by your course team and some may be considered at your annual course

enhancement meeting. Your Course Representative will attend this and take your views to

this meeting for discussion.

Date feedback will be available: Digital Marketing Plan: 4 working weeks after

submission (31st January 2017)

Digital Content: 4 working weeks after

submission (31st January 2017)

Date provisional mark will be available: Digital Marketing Plan: 4 working weeks after

submission (31st January 2017)

Digital Content: 4 working weeks after

submission (31st January 2017)

How provisional marks will

be returned to you: Via MyBeckett

How individual feedback will

be returned to you: Written on assessed assignment, which is available via Turnitin on MyBeckett.

2016/17Module Handbook 22

5 Understanding Your Assessment Responsibilities

Mitigation and Extenuating Circumstances

If you are experiencing problems which are adversely affecting your ability to study (called

'extenuating circumstances'), then you can apply for mitigation. You can find full details of

how to apply for mitigation at: www.leedsbeckett.ac.uk/studenthub/mitigation.htm.

The University operates a fit to sit/fit to submit approach to extenuating circumstances

which means students who take their assessment are declaring themselves fit to do so.

Late Submission

Without any form of extenuating circumstances, standard penalties apply for late

submission of assessed work. These range from 5% to 100% of the possible total mark,

depending on the number of days late. Full details of the penalties for late submission of

course work are available at www.leedsbeckett.ac.uk/public-information/academic-

regulations.

Academic Integrity

Academic misconduct occurs when you yourself have not done the work that you submit. It

may include cheating, plagiarism, self-plagiarism, collusion and other forms of unfair

practice. What is and what is not permitted is clearly explained in The Little Book of

Academic Integrity which is available to view at:

www.leedsbeckett.ac.uk/studenthub/academic-integrity.

The serious consequences of plagiarism and other types of unfair practice are detailed in

section 2.9 of the Regulations at www.leedsbeckett.ac.uk/public-information/academic-

regulations.

2016/17Module Handbook 23