Module Assessment – BMG814 The Digital Landscape

(CRN 57921)

Coursework (100%)

Assignment 1a – Case Study on E-Marketing (55%)

In the first part of assignment 1, you will work in teams of 2, 3 or 4. You will be required to view a series of videos on E-Marketing; research the issues identified and answer the four questions below. The completed case study should be submitted by Midnight on Friday 10^th January 2025. One member from each team will then be required to upload a copy (MS Word) of the completed case study using the Turnitin Dropbox area on Blackboard.

Links to the four videos on Digital Marketing are shown below.

Video 1. Coke Marketing Strategy (8 mins) https://youtu.be/XhMVWzVXNNk?si=AjyCIb0fnzhP-RFv

Video 2. Top Marketing Campaigns (12 mins) https://youtu.be/UFxCzPU61vU?si=rSPqoLBLOl53Ecpx

Video 3. Digital Marketing Mix (6 mins) https://youtu.be/aC-DwwgqG6A?feature=shared

Video 4. Location-Based Marketing (3 mins) https://www.youtube.com/watch?v=UC5vB7wLXcA

Now each team must answer the following 4 questions:

1. Coca-Cola is the most successful (non-technology) brand in the world. It has revenues of over $40 Billion and an annual marketing budget of $4 Billion. How does Coca-Cola use viral marketing to enhance its brand image? What is ‘de-branding’ and how did the company successfully utilise a ‘de-branding’ strategy to improve sales of Coke? (video 1).

1. There have been many iconic marketing campaigns in the last decade. This video highlights 5 of the very best. Select your two favourite campaigns and explain why you feel they were so successful. How did the use of digital marketing tools help them to be so memorable? (video 2)

1. In (video 3) we learn about a series of tools that make up the digital marketing mix. One of the tools shown is ‘Affiliate Marketing’. Describe in detail what you understand by the term affiliate marketing.How can a ‘digital tool’ like affiliate marketing help to drive extra visitors to your website and how can it improve sales?

1. We are told that Location-Based Marketing is about connecting people, places and media (Video 4). What are the ethical considerations around businesses knowing every ‘place’ we visit?

Assignment 1b – Peer Review and Personal Reflection (15%)

In the second part of assignment 1, you will (individually) rate yourself and your team members on how ‘you’ feel they performed during the completion of the team assignment. You will ‘provide a score ranging from 1 (poor performance) to 5 (excellent performance) across 4 separate categories, see below:

Use the following scoring system:

1. Poor effort or did not contribute to this particular area.
2. Contributed but the contribution was weak.
3. Delivered a reasonable amount of effort on the category.
4. The contribution was good.
5. The contribution was outstanding.

In addition to rating your and your team’s contributions, please write a brief ‘personal’ reflection on your thoughts, feelings and experiences working on this team assignment. Use the 4 categories above in the scoring grid above to shape your reflection. The reflection should be approximately 600 words (about 150 words per category).

Assignment 2 - Online MCQ Tests (30%)

The final element of coursework will involve each student completing a series of online Multiple-Choice Question (MCQ) tests (6 x 10 questions). These will be available (for a limited time) in the module content area. The system will allow each student to have one attempt at each test. This assessment will be available on Wednesday 22^nd January 2025 between 10am-2pm