Richmond University, the American International University

London
Faculty of Business & Management
Assessment Brief 2020/21

A: Assessment Details

Module Title Digital Marketing Strategy

Module Code MKT 6800
Module Leader Dr John Davies
Component Number Assessment 2 ( Final)
Assessment Type, Word Count & Weighting Coursework / Project, 2500 words & 50% weighting
Submission Deadline 5th February 2021
Written assignments to be submitted on Turnitin on or before
Submission Instructions midday on day of the submission deadline.

Feedback Return Date W/c 8th February 2020

B: Learning Outcomes

• Construct creative and effective digital marketing campaigns.

• Evaluate and measure post-launch performance of digital marketing campaigns.

C: Assessment Task

Project brief:
Research, critically analyse and develop a digital marketing campaigns for an organisation of your choice. Ensure it
is a realistic project to be presented to the Board of Directors. Emphasis on the link with Digital Business with Digital
Marketing Strategy.
Consult with your module tutor regarding the chosen organisation and for further guidance in class.
Word count: 2500
100 marks with 50% weighting

D: Specific Criteria/Guidance

You will be required to research an organisation of your choice in agreement with your module tutor and research
and critically analyse the company’s online strategies and develop a realistic digital marketing campaign. Further
guidance will be provided in class when discussing your chosen organisation.

You will have to create the online digital marketing campaign using the framework below:

Page 1 of 5
Richmond University, the American International University
London
Faculty of Business & Management
Assessment Brief 2020/21

Overview of the Digital Marketing process.

Create the Digital marketing Campaign.
Six step Digital Marketing Campaign.
Step 1 - Situation Analysis
Step 2 - Link Digital Business with Digital Marketing Strategy
Step 3 - Formulate Objectives
Step 4 - Design implementation Plan to meet the Objectives
Step 5 - Budgeting
Step 6 - Measure the campaign

E: Key Resources

Essential Reading

CHAFFEY, D. (2019). DIGITAL MARKETING (7th ed.). Harlow, England: PEARSON EDUCATION Limited.

Recommended reading

• Hanlon, A. (2019). Digital marketing (1st ed.). London: SAGE Publications Ltd.
• Jobber, D., & Ellis-Chadwick, F. (2016). Principles and practice of marketing (8th ed.). London: McGraw-Hill
Education.
• Kingsnorth, S. (2016). Digital marketing strategy (1st ed.). London: Kogan Page.
• Strauss, J. & Frost, R. (2011). E-marketing. (6th ed.)[Pearson.
• Ryan, D., (2014). Understanding digital marketing. London: Kogan Page.

Journals

Journal of Internet Marketing and Advertising

1. Internet Marketing Journal UK:

2. Web Marketing Today
3. International Journal of online Marketing
4. Journal of Marketing Research
5. Journal of Direct and Social Media Marketing

F: Submission Guidance

• You must submit assessments in Microsoft Word, Microsoft PowerPoint or PDF format.

• The file must be no larger than 40MB.

• Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.

• You must include your Assessment Number (J Number) in the header or footer.

Page 2 of 5
Richmond University, the American International University
London
Faculty of Business & Management
Assessment Brief 2020/21

• Include your word count at the end of the assignment or the front cover.
• Set up your page for A4 paper in portrait style.
• The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and
footnotes must be 2 points smaller.

• Line spacing in the body of the assessment must be 1.5 lines.

• Number the pages consecutively.
• Students should submit work before 12 noon on the deadline date electronically via Moodle. Please follow
the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular
attention to any specific instructions for each assignment.
• You must submit your work with the following details written on the first page:
- Title of your work
- Module title and code
- Module Leader and Seminar Tutor (if relevant)
- Number of words
- Your student assessment number (J Number)

Student work that does not have this information on will not be identifiable after marking has taken place
and risks being recorded as a non-submission.

G: Academic Integrity and Penalties

It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to
do this may impact on your achievement.

Please refer to the various Assessment Guidance for detailed information on Richmond University and KCB portal:
Academic Integrity
Excess Word Count Penalties
Reference Guide
University Generic Marking Criteria
Late Work Penalties: Unless you have an extension, any work submitted past the assessment deadline will be
subject to a penalty as per university regulations.

Page 3 of 5
Richmond University, the American International University
London
Faculty of Business & Management
Assessment Brief 2020/21

H: Rubrics and Criteria

Please see attached rubric for marking criteria.

Page 4 of 5
CRITERIA AND 90–100 80–89 70–79 60–69 50–59 40–49 30—39 20–29 10–19 0–9
(1st class/FD (1st class/ FD (1st class/FD (upper second/FD (lower second/FD (third class/FD (Fail/FD Fail) (Fail/FD Fail) (Fail/FD Fail) (Fail/FD Fail)
WEIGHTING
Distinction Distinction) Distinction) Merit) Pass) Pass)
Understanding of Work produced Sophisticated Excellent, very Clear, sound Reasonable level Partial Very little Significant Devoid of No relevant
subject matter could hardly be understanding of sound understanding of of understanding understanding of understanding of weaknesses and understanding of understanding
and theory of bettered when complexities of understanding of subject matter, of subject matter, subject matter, subject matter, gaps in subject matter, evident; response
Digital Marketing produced under key theoretical complexities of theory, issues and theory and ideas; core concepts and ideas and issues; understanding of ideas and issues. to question
Planning parallel models, concepts key theoretical debate. main issues relevant issues; may be issue of subject matter, virtually nil.
(30%) conditions. and arguments. models, concepts satisfactorily basic reference to misreading/ ideas and issues;
and arguments. understood. theory. misinterpretation misunderstanding
of question. of question.
Critical analysis Work produced Challenging, Very good depth Consistent Some attempt at Some evidence of Limited breadth Lacking or Isolated Isolated
using theory and could hardly be comprehensive and breadth of development of critical analysis rationale; minimal and depth of erroneous statements statements
their application bettered when critical analysis critical analysis; critical analysis using theory; may attempt to analysis, analysis; indicating lack of indicating lack of
to Digital produced under sustained sustained, and questioning, be limited and examine strengths inadequate negligible thought. thought.
Marketing parallel throughout. thorough using theory. lack consistency and weaknesses critical skills; evidence of
Planning conditions. questioning or conviction. of an argument. shallow and thought.
(30%) informed by superficial.
theory.
Structure and Work produced Authoritative and Excellent Logically Reasonable Basic structure; Poorly structured, Structure Lack of Lack of evidence
argument in could hardly be persuasive organisation of structured; good structure; may be some little logic; confused or recognisable of reasoning
relation to Digital bettered when argument. ideas; clear, organisation of organisation may repetition or may have incomplete; poor structure or
Marketing produced under coherent ideas; well- lack some logical deviation; some unsubstantiated if any relationship reference to
Planning parallel structure and reasoned progression; ability to conclusions based between argument; no
concepts. conditions. logical, cogent discussion; attempt made to construct an on generalisation introduction, related evidence
(30%) development of coherent argue logically argument but middle and or conclusions
argument. argument. with supporting may lack clarity or conclusion; lack of
evidence, conviction, with evidence to
although some unsupported support views
claims may be assertion. expressed
unsubstantiated.
Range and Far-reaching Comprehensive Excellent Wide range of Reasonable range Background Scant evidence of No evidence of No evidence of No use of sources.
relevance of investigation and research and command of core and of reading; reading mostly background relevant reading. reading. No attempt at
reading and insight. coverage of topic highly relevant, background references relevant but over- reading; weak Referencing No attempt at referencing.
research and All sources integrating wide extensively- reading, relevant but not reliant on few investigation. inaccurate or referencing.
APA referencing. acknowledged range of academic researched effectively used. wide variety of sources. Referencing absent.
(10%) and meticulously sources. material. Sources sources. Sources incomplete or
presented. All sources All sources acknowledged Sources acknowledged; inaccurate.
acknowledged. acknowledged and accurately acknowledged references not
and meticulously and meticulously presented. and referencing always correctly
presented. presented. mostly accurate. cited/presented.