Critically evaluate the impact of digital innovations on marketing practice.

2023-12-23 15:31:13

Coursework Cover Sheet

Digital Marketing Strategy & Analytics

Please use this document as the cover sheet of for the 1st page of your assessment. Please complete the below table – the grey columns

Module Name

Digital Marketing Strategy & Analytics

Student Reference Number(SRN)

 

Assessment Title

  

Please complete the yellow sections in the below declaration :

By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes.

Please note that by submitting this assessment you are declaring that you are fit to sit this assessment. BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience.

 MSc Management with

Digital Marketing

Digital Marketing Strategy and Analyics

 Coursework Assessment Brief

1.General Assessment Guidance

  • Your summative assessment for this module is made up of this one submission which accounts for 100% of the marks.
    • Please note late submissions will not be marked.
  • You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
  • For coursework, the submission word limit is 5,000 words. You must comply with the word count guidelines. You may submit LESS than 5,000 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
  • Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
  • A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.
  • You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism. You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
  • BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
  • You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.

2.Assessment Brief

The assessment entails a portfolio of three specific tasks and resulting outputs: 

Task 1 – A blog discussing digital innovation and their impact on marketing

Task 2 – A business report detailing the strategic marketing plan including segmentation, targeting and positioning for a chosen brand as well as a proposal for the digital marketing mix

Task 3 – A PowerPoint presentation* on the role of analytics in supporting marketing decisions for a chosen product or service.

*Please note, you are required to put together a presentation slide deck and speaker notes, but you will not be asked to present the slides.

Outputs for all three tasks need to be collated into one Microsoft Word document to be submitted via Turnitin. If you have any questions about formats, please speak to your tutor or module leader.

Learning Outcomes: 

In this assessment you need to demonstrate you meet the following module Learning Outcomes:

  1. Critically evaluate the impact of digital innovations on marketing practice.
  2. Critically evaluate the principles of segmentation, targeting and positioning to build a digital marketing strategy.
  3. Critically assess the impact of digital technology on the marketing mix.
  4. Analyse and critically evaluate the role of analytics for supporting marketing decisions. 

Task 1: Blog (25 marks, LO1) 

You are required to write a 1,250-word blog about digital innovations and their impact on marketing practice. The blog should be written for marketing professionals. In order to write the blog you should research the topic using both academic and professional journals.

In your blog you should:

  • Discuss recent digital innovations which are relevant to marketing.
  • Critically assess the impact of these innovations have on marketing practice.
  • Use real-life examples of different brands/companies throughout the blog to illustrate your points. 

The blog should be included in the assessment document and submitted through Turnitin. Support your arguments with academic literature and references.

For a brand of your choice you should write a 2000-word report detailing a digital marketing strategy based on the principles of segmentation, targeting and positioning as well as a marketing plan for the digital marketing mix.

The report should be written for the Chief Marketing Officer (CMO) of the company which owns the brand you have selected. They want to re-position their brand and have asked you to develop a strategic marketing plan. You should research the brand using online public sources and professional journals.

In the report you should:

  • Provide brief background information to the brand you have chosen and using relevant Segmentation, Targeting and Positioning theory/models identify its current target segment(s) and positioning in the market.
    • Propose and justify a new position in the market for the selected brand.
    • Critically evaluate the principles of segmentation, targeting and positioning in relation to digital marketing strategy.
    • Based on the proposed new position of the brand, outline the recommended marketing mix and critically assess the impact of digital technology on the marketing mix. Justify your findings considering relevant academic literature, facts and figures. 

Task 3: PowerPoint presentation (25 marks, LO4)

The Management Board of your chosen company has asked you to prepare a presentation on the “Role of Analytics in Supporting Marketing Decisions”. They want to understand how they can use big data to evaluate how effective their marketing is and how it can inform strategic and tactical decisions. 

You should research the company and its product or service using online public sources and professional journals. You should also use appropriate theories and frameworks to underpin your work. 

In the presentation you should:

  • Discuss the role of analytics and big data in supporting marketing decision.
  • Identify and justify three relevant marketing metrics in relation to the marketing funnel.
  • Create a comprehensive strategic dashboard which can monitor the company’s overall marketing performance. Provide a rationale for the selected marketing metrics and KPIs.
    • Support your arguments with academic literature and references.

The PowerPoint presentation should be a maximum of 10 slides (excluding slides containing the list of references) and include speaker notes for each slide with a maximum 1,250 words in total. The slides and speaker notes should be included in the assessment document. Please speak to your tutor or module leader if you need further guidance on the format of the submission

Your portfolio of the three tasks should have:

  • A clear structure and layout in line with the requested formats.
  • Professional and concise writing style.
  • Appropriate Harvard referencing throughout the portfolio with a range of credible sources.
  • Dashboard with clear layout and easy to follow graphics.

The total word count of the portfolio should not exceed 5,000 words. This includes headings and sub-headings, text-based tables, and in-text citations. It does not include the cover sheet, appendices, numerical tables, reference list, contents page or list of figures. 

Some further guidance and tips

It is important that you spend adequate time researching your chosen organisation. You need to be sufficiently familiar with the organisation and its product or service to complete the tasks successfully. You can choose an organisation where you have worked previously or are currently employed.

Please ensure you set aside sufficient time to research, analyse and prepare (and re-draft where needed) this assignment. This portfolio assessment will be a challenging undertaking therefore, you will be given sufficient opportunities to practise key elements/aspects of the tasks as part of coursework activities and your tutor will provide regular feedback.

The assessment should be written in a professional tone and should only contain relevant material that directly contributes towards answering the tasks.

The tasks will indicate any specific format requirements and recommended word limits, and it is expected the assessment will be presented accordingly.

The assessment has been developed so that it can be applied to organisations of all sizes and sectors. Where you feel that applying the assessment to the chosen organisation requires a creative approach to the concepts and theoretical principles explored, this is acceptable following discussion with and approval by your tutor. Where this occurs, the approach taken and the reasons for that should be outlined within the organisation summary in task 2.

3.Marking Guide 

The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines, marks and marking rubric:

Assignment task

Fail (0-39%)

Low Fail (40-49%)

Pass (50-59%)

Merit (60-69%)

Distinction (70-100%)

1. Task 1: Blog (25% weighting, LO1)

Guidelines:

  • Discuss recent digital innovations which are relevant to marketing.
  • Critically assess the impact these innovations have on marketing practice.

 

Weak and often implicit

Limited knowledge of

Satisfactory knowledge

Good knowledge of

Excellent knowledge of

knowledge of digital

digital innovations with

of digital innovations

digital innovations with

digital innovations with

innovations with

some appreciation of the

with emerging

application of current

excellent and detailed

inadequate appreciation

wider marketing

application of the

and emerging thoughts

usage of recent emerging

of the wider marketing

discipline.

thoughts and practices at

and practices at the

thought at the forefront

discipline.

Limited critical

the forefront of the

forefront of the

of the marketing

Weak critical evaluation

evaluation of the impact

marketing discipline.

marketing discipline.

discipline.

of the impact of digital

of digital innovation on

Satisfactory critical

Good critical evaluation

Excellent critical

innovation on marketing

marketing practice.

evaluation of the impact

of the impact of digital

evaluation of the impact

practice.

 

of digital innovation on

innovation on marketing

of digital innovation on

 

 

marketing practice.

practice.

marketing practice.

2. Task 2: Report (40% weighting, LO2 and LO3)

Guidelines:

  • Provide brief background information to the brand you have chosen and using relevant Segmentation, Targeting and Positioning theory/models identify its current target segment(s) and positioning in the market.
  • Propose and justify a new position in the market for the selected brand.
  • Critically evaluate the principles of segmentation, targeting and positioning in relation to digital marketing strategy.
  • Based on the proposed new position of the brand, outline the recommended marketing mix and critically assess the impact of digital technology on the marketing mix.

 

Weak evidence of

Limited evidence of

Satisfactory and

Good and extensive

Excellent evidence of an

research and use of

considerable research

substantial research and

research and evidence of

innovative or original use

appropriate sources.

and limited use of a

evidence of a range of

a wide range of

of extensive research

Weak and often implicit

range of appropriate

appropriate sources.

appropriate sources.

which has been

knowledge of STP and

sources.

 

 

 

 

the digital marketing mix with some omissions and/or lack of theory of the marketing discipline. Weak critical evaluation, largely descriptive and lack of reasoned judgements.

Limited knowledge of STP and the digital marketing mix, begins to explore and analyse the marketing discipline and its theory.

Limited critical evaluation with some reasoned judgements.

Satisfactory knowledge of STP and the digital marketing mix, exploring and explicitly analysing the marketing discipline and its theory with some originality, detail and autonomy.

Satisfactory critical evaluation with solid and reasoned judgements.

Good knowledge of STP and the digital marketing mix, exploring and explicitly analysing the marketing discipline and its theory with considerable originality, detail and autonomy.

Good critical evaluation with strong, well- reasoned judgements.

thoroughly critically evaluated.

Excellent knowledge of STP and the digital marketing mix, exploring and explicitly analysing the marketing discipline and its theory with clear originality, detail and autonomy.

Excellent critical evaluation with outstanding, well-

reasoned judgements.

3. Task 3:

Presentation (25% weighting, LO4)

Guidelines:

  • Discuss the role of analytics and big data in supporting marketing decision.
  • Identify and justify three relevant marketing metrics in relation to the marketing funnel.
  • Create a comprehensive strategic dashboard which can monitor the company’s overall marketing performance. Provide a rationale

for the selected marketing metrics and KPIs.

 

Weak knowledge of analytics, digital marketing metrics and KPI’s.

Weak critical evaluation, largely descriptive and lack of reasoned judgements.

Weak visual representation of the dashboard.

Limited knowledge of analytics, digital marketing metrics and KPI’s.

Limited critical evaluation with some reasoned judgements. Limited visual representation of the dashboard.

Satisfactory knowledge of analytics, digital marketing metrics and KPI’s.

Satisfactory critical evaluation with solid and reasoned judgements.

Satisfactory visual representation of the dashboard with some detail.

Good knowledge of analytics, digital marketing metrics and KPI’s.

Good critical evaluation with strong, well- reasoned judgements. Good visual representation of the dashboard with good detail.

Excellent knowledge of analytics, digital marketing metrics and KPI’s.

Excellent critical evaluation with outstanding, well- reasoned judgements. Excellent visual representation of the dashboard with full

detail.

Presentation (10%)

Guidelines:

  • Clear structure and layout

 
  • Writing style: professional and concise
  • Appropriate Harvard referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices
  • Dashboard with clear layout and easy to follow graphics

 

Weak references with errors or inconsistencies.

Inadequate structure and expression.

Weak communication skills adapted to some degree to different situations and audiences, lack of professionalism.

Limited appropriate references with minor errors.

Limited structure and expression.

Limited communication skills adapted a range of situations and audiences with some degree of professionalism.

Satisfactory with full and appropriate references. Satisfactory structured layout and mainly accurate expression.

Satisfactory communication skills adapted to a wide range of situations and audiences to an

adequate professional standard.

Good with precise, full and appropriate references.

Well-structured layout and professional and accurate expression. Good communication skills adapted to suit all situations and audiences to a near-professional standard.

Excellent with precise, full and appropriate references.

Outstanding structured layout and professional and accurate expression. Excellent communication skills adapted to suit all situations and audiences to a professional standard.

 

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