Module Title

Direct and Digital Marketing

Assignment Number

2

Module Code

MARK5065

Assignment Title

Group presentation   

Module (co-)Leader

Assignment Weighting

50%

Assignment Release Date:

07/02/2022 (w19)

Submission Date/Time:

04/05/2022 12:00 (noon) (w31)

Assessment Information – What you need to do

This assignment is a group assignment. 

For this part of the assessment, you will work in groups to produce digital, direct marketing campaign for a novel technology that is yet to be commercialised. You are required to identify a technology with a commercialisation potential, conduct a situation analysis, plan and budget for a marketing campaign, and create a content plan for this technology/product/service.

You will then prepare a short presentation and a 2-page ‘campaign brief’ for your project. Presentations will take place on the 6^th of May (time and place TBC) where each group will be able showcase their campaign in a 10-minute presentation followed by 5 min Q&A each. The presentations will take place in front of peers and a panel of experts (names TBC) which will provide groups with valuable feedback and enable all students to gain valuable public speaking practice in a friendly, constructive setting.

Criteria for Assessment - How you will be marked

1-    Selection of technology and overall objectives (weighting 15%):  This section will be informed by the situation analysis research and presentations you will carry out in class. You are expected to demonstrate your ability to think creatively and commercially. You are also expected to articulate DM specific objectives, effectively communicate planned marketing effort, and making use of appropriate terminology. 

2-    Strategic approach (weighting 35%):  This section should begin with a succinct explanation of the reasoning behind the selection of technology and your overall strategic plan to successfully position and launch the product/service in the UK market with specific attention to:

DATA (7%): A clear articulation of your plans for data collection and structure and management of the database. What should the database contain and how will it be used in the marketing plan?

MARKET SEGMENTATION (7%): An explanation and justification of your proposed segmentation approach and careful consideration of the characteristics and needs of each group

TARGETING (7%): Selection and justification of your final target groups.  You will need to consider which audiences are a priority in light of your objectives.  You may wish to develop audience specific objectives / messages to focus your planning further.

POSITIONING AND APPROPRIATION OF THE COMMUNICATIONS APPROACH (7%): You should include brief details of proposed service / product positioning, key messages (focus on benefits vs. features), look and feel of communications, and any overall creative theme / central idea you wish to propose. 

OFFER, PRICING AND ANY PROPOSED INCENTIVES (7%): Summarise your core value proposition and explain how your offer will be adapted to suit (each of) your identified target audiences (be mindful of the specific response you want your offer to generate).  Provide details on the pricing strategy and any incentives you plan to us 

3-Content plan and budget (weighting 50%):  Provide an outline of your planned contact with target audiences. You will need to include detail on:

MEDIA (10%): Media selection, suitability for purpose, and justification including any plans for testing (to minimise risk)

CONTACT PLAN (10%): How communications will be organised by target, in time and in sequence

CONTENT CALENDAR (10%)

CAMPAIGN MEASUREMENT AND EVALUATION (10%): How responses will be recorded to ensure that sales can be correctly and accurately attributed to EWW campaign activity

BUDGET ALLOCATION AND CONTRIBUTION TO TARGET (10%): How will the budget be allocated to each area of expenditure and what contribution each element will make to the overall targets you set for your product/service.

Further information on University mark descriptors can be found here. 

This assignment is designed to assess the following learning outcomes: 

• Understand the key principles, techniques and tools and become familiar with the wide range of media employed by direct and digital marketers. 
• Ability to design DDM campaigns that are data-driven and consumer-centric    
• Familiarity with the challenges and pitfalls of working in realistic marketing situations
• Ability to communicate succinctly and effectively in an oral presentation format

Assessment Details

 10-minute presentation slides and a 2-page campaign brief.

 There will be a penalty of a deduction of 10% of the mark for work exceeding the word limit by 10% or more.

The word limit includes quotations and in-text citations, but excludes the references list, tables, figures, and appendices.

How to Submit your Assessment

The 2-page campaign brief ONLY must be submitted by 12:00 noon (GMT/BST) on 04/05/2022. No paper copies are required. You can access the submission link through the module web.

• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
• Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
• All work submitted after the submission deadline without a valid and approved reason will be subject to the University regulations on late submissions.

o   If an assessment is submitted up to 14 days late the mark for the work will be capped at the pass mark of 40 per cent for undergraduate modules or 50 per cent for postgraduate modules

o   If an assessment is submitted beyond 14 calendar days late the work will receive a mark of zero per cent

o   The above applies to a student’s first attempt at the assessment. If work submitted as a reassessment of a previously failed assessment task is submitted later than the deadline the work will immediately be given a mark of zero per cent

o   If an assessment which is marked as pass/fail rather than given a percentage mark is submitted later than the deadline, the work will immediately be marked as a fail

• The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the re-sit period following the main Assessment Boards). You must apply before the deadline. You will find information about applying for extensions and deferrals here.
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

Return of Marked Work

You can expect to have feedback returned to you on 1st of June 2022. If for any reason, there is a delay you will be kept informed. Marks and feedback will be provided online. It is important that you access the feedback you receive as this will help to make improvements to your later work, you can request a meeting with your Module Leader or Personal Tutor to discuss your feedback in more detail. 

Marks will have been internally moderated only and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed their review. More information on assessment and feedback can be found here.

Academic Integrity

In submitting a piece of work for assessment it is essential that you understand the University`s requirements for maintaining academic integrity and ensure that the work does not contravene University regulations. Some examples of behaviour that would not be considered acceptable include plagiarism, re-use of previously assessed work, collusion with others and purchasing your assignment from a third party. For more information on academic offences, bad academic practice, and academic penalties, please read chapter four of our academic regulations.

Academic Support and Your Well-being

Referencing is the process of acknowledging other people’s work when you have used it in your assignment or research. It allows the reader to locate your source material as quickly and easily as possible so that they can read these sources themselves and verify the validity of your arguments. Referencing provides the link between what you write and the evidence on which it is based.

You identify the sources that you have used by citing them in the text of your assignment (called citations or in-text citations) and referencing them at the end of your assignment (called the reference list or end-text citations). The reference list only includes the sources cited in your text. The main referencing guide can be found here and includes information on the basics of referencing and achieving good academic practice. It also has tabs for the specific referencing styles depending on whether you require Harvard style used in business or OSCOLA style used by the Law school.

The University has a wealth of support services available to students; further information can be obtained from Student Gateway, the Student Advice Centre, Library and Learning Services and, most importantly, your Personal Tutor. If you are struggling with your assessments and/or deadlines please do seek help as soon as possible so that appropriate support and guidance can be identified and put in place for you. More information can be found on the Healthy DMU pages.