You need to select a product, service or organisation of your choice or your own organisation and analyse its current social media strategy. After conducting your analysis, provide recommendations for improvement.
2025-04-10 11:46:45
BUS5023: Digital and Social Media Marketing Social Media Audit and Campaign Plan
Date for Submission: Please refer to the timetable on ilearn
(The submission portal on ilearn will close at 14:00 UK time on the date of submission)
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Version: V5
Assignment Brief
As part of the formal assessment for the programme you are required to submit a Digital and Social Media Marketing assignment. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
Learning Outcomes:
After completing the module, you should be able to:
- Apply the fundamental planning concepts when developing digital and social media marketing campaigns.
- Explore the range of digital marketing channels available to organisations to undertake social media marketing planning.
- Analyse consumer motivations in terms of user generated content and the associated impact of this on a firm`s marketing communications.
- Effectively develop a digital marketing campaign with a focus on social media.
5.Professionally knowledgeable in their subject area, with in‐depth comprehension, awareness, independent research skills, and other skills associated with their subject area and discipline(s).
All learning outcomes must be met to pass the module
Guidance
Your assignment should include: a title page containing your student number, the module name, the submission deadline and the exact word count of your submitted document; the appendices if relevant; and a reference list in AU Harvard system(s). You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work.
You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number.
Maximum word count: 3000 words total for both task 1 and Task 2 combined. 1800 words for Task 1 – Social Media Audit; and 1200 words for Task 2 – Social Media Campaign Plan Presentation.
Please refer to the full word count policy which can be found in the Student Policies section here: Arden University | Regulatory Framework
The word count includes everything in the main body of the assessment (including in text citations and references). The word count excludes numerical data in tables, figures, diagrams, footnotes, reference list and appendices. All other printed words ARE included in the word count.
Students who exceed the wordcount up to a 10% margin will not be penalised. Students should note that no marks will be assigned to work exceeding the specified limit once the maximum assessment size limit has been reached
Assignment Tasks:
Task 1 – Social Media Audit Report
You need to select a product, service or organisation of your choice or your own organisation and analyse its current social media strategy. After conducting your analysis, provide recommendations for improvement.
The Report should include the following information:
- Background context: A brief history of the selected organisation/product/service.
- Social media inventory: Identify the current social media platforms uses including the frequency of posting on each channel, what contents are posted, whether social media objectives are achieved and briefly compare these against main competitors.
- Current performance: Analyse the performance of each social media channel identified in the previous section to identify the contents that are working well and those are not.
- Recommendations: Provide recommendations for improving the organisation’s social media performance based on the outcomes of social media inventory and current performance above.
Total marks for this section: 50 Marks (1,800 words); [LOs 1, 2 & 5]
Task 2: Develop a social media campaign for selected product, service or organisation based on the audit report and recommendations provided in task 1.
The social media campaign should include the following:
- Objectives: A set of clear and appropriate social media campaign objectives including evaluation metrics and KPI of each objective.
- Customer persona: A detailed customer persona for the campaign is presented showcasing appropriate market segmentation.
- Strategies: Clear and appropriate strategies are identified to achieve each of the previous objectives. E.g., user generated content, competitions, storytelling etc.
- Content Plan: This should cover a 7-day period and detail content across all social channels for the campaign.
- Visuals Campaign examples: Present at least 2 campaign visuals to show examples of some content detailed in the content plan.
Total marks for this section: 50 marks (1200 words); [LOs 3 & 4]
Total marks for task 1 & 2: 100 Marks
Total words: 3000
LOs: 1, 2, 3, 4 and 5.
Formative Feedback
You have the opportunity to submit a draft to receive formative feedback.
The feedback is designed to help you develop areas of your work and it helps you develop your skills as an independent learner.
If you are a distance learning student, you should submit your work, by email, to your tutor, no later than 2 weeks before the actual submission deadline. If you are a blended learning student, your tutor will give you a deadline for formative feedback and further details.
Formative feedback will not be given to work submitted after the above date or the date specified by your tutor - if a blended learning student
ReferencingGuidance
You MUST underpin your analysis and evaluation of the key issues with appropriate and wide-ranging academic research and ensure this is referenced using the AU Harvard system(s).
Follow this link to find the referencing guides for your subject: Arden Library
Submission Guidance Assignments submitted late will not be accepted and will be marked as a 0% fail.
Your assessment can be submitted as a single Word (MS Word) or PDF file, or as multiple
files.
If you choose to submit multiple files, you must name each document as the question/part you are answering along with your student number i.e. Q1 Section A STUXXXX. If you wish to overwrite your submission or one of your submissions, you must ensure that your new submission is named the same as the previous in order for the system to overwrite it.
You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is available on the A-Z key information on iLearn.)
Assessment Criteria (Learning objectives covered – all.
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Level 5 reflects the continuing development in knowledge, understanding and skills from Level 4. At Level 5, students are not expected to be fully autonomous but are able to take responsibility for their own learning with appropriate guidance and direction. Students are expected to further develop their theoretical knowledge within a more intellectual context and to demonstrate this through more complex forms of expression which move beyond the descriptive or imitative domain. Students are expected to demonstrate skills of analysis in both problem-
solving and resolution.
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Grade
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Mark Bands
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Generic Assessment Criteria
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First (1)
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80%+
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An outstanding information base exploring and analysing the discipline, its theory and any associated ethical considerations. There is sophisticated use and management of learning resources, and a high degree of autonomy is demonstrated. Writing is
outstandingly well structured and accurately referenced throughout. Where appropriate, outstanding professional skills are demonstrated. The work is original and with some additional effort could considered for internal publication.
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70-79%
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An excellent knowledge base within which the discipline is explored and analysed. There is a degree of originality in the approach. The work demonstrates confidence and autonomy and extends to consider ethical issues. Learning resources have been managed confidently. Writing is exceptionally well structured and accurately referenced throughout. Where appropriate, an
excellent level of professional skills is demonstrated, and the work demonstrates a high level of intellectual and academic skills.
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Upper second (2:1)
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60-69%
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A very good knowledge base which explores and analyses the discipline, its theory, and any associated ethical issues. There is evidence of some originality and independence of thought. A very good range of learning resources underpin the work and there is evidence of growing confidence and self-direction. The work demonstrates the ability to analyse the subject and apply theory with good academic and intellectual skills. Academic writing skills are very good, expression is accurate overall, and the work is consistently referenced throughout.
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Lower second (2:2)
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50-59%
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A good understanding of the discipline which begins to analyse the subject and apply some underpinning theory. There may be reference to some of the ethical considerations. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are good and accurate overall, and the work is planned and structured with some though.
Professional skills are good (where appropriate). The work lacks original thought, but academic and intellectual skills are moving into the critical domain. The work is referenced throughout.
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Third (3)
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40-49%
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Satisfactory level of performance in which there are some omissions in understanding the subject, its underpinning theory, and ethical considerations. There is little evidence of independent thought, and the work shows a basic use of sources and materials. Academic and intellectual skills are limited. The work may lack structure overall. There are some difficulties in developing professional skills (where appropriate). There is an attempt to reference the work.
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Marginal Fail
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30-39%
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A limited piece of work in which there are clear gaps in understanding the subject, its underpinning theory, and ethical considerations. The work shows a limited use of sources and materials. Academic and professional skills are weak and there are
errors in expression and the work may lack structure overall. There are difficulties in developing professional skills (where appropriate). The work lacks original thought and is largely imitative.
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Clear Fail
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29% and Below
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A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations. The work shows little evidence in the use of appropriate sources and materials. Academic writing skills are very
weak and there are numerous errors in expression. The work lacks structure overall. Professional skills (where appropriate) are not developed. The work is imitative.
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