LEEDS METROPOLITAN UNIVERSITY FACULTY OF BUSINESS & LAW COURSEWORK MODULE TITLE: DATE: LEVEL: TYPE OF ASSESSMENT: TITLE

OF ASSESSMENT: DATE FOR SUBMISSION: SUBJECT TO EXTERNAL APPROVAL Digital & Interactive Marketing Semester 2 2011/12 3 Individual assignment A short-term Digital Marketing Communications Plan Wednesday 2nd May 2012 - 12 noon

SUBMISSION LOCATION: Rose Bowl reception ASSESSORS(S): Neil Richardson, Neil Kelley

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Introduction E-marketing involves the marketing side of e-commerce and features a companys efforts to communicate about, promote and sell products and services over the internet (Kotler et al, 2009, p478). Chaffey (2010) defines it as achieving marketing objectives through applying digital technology which Baines, Fill & Page (2011) describe as electronic devices, appliances, tools, techniques, technologies and/or systems. Theres more to it than simply having a website and its more than likely that most companies are already using many of the tools for successful digital marketing. Professor Malcolm McDonald suggests that the purpose of marketing planning and its principal focus are the identification and creation of competitive advantage (McDonald, 2008). For companies of all shapes and sizes marketing planning is essential and increasingly digital technologies are being utilised Scenario You have been asked to develop a short-term digital marketing plan by a client. The client is either a company of your choice or Orlando Calling (for whom a brief will be provided). They have an online presence and are now looking for practical suggestions as to how they can plan their growth over the next few years. They are looking to attract new visitors to their social media sites, websites, blogs, chatrooms (and any other appropriate portals) as well as migrating (where appropriate) traditional customers to their digital platform. They have asked you to provide suggestions of digital marketing objectives, subsequent strategies and detailed tactical recommendations. These relate to the tools within the digital communications mix needed to target the specific segment or segments that you identify. You should produce a plan that identifies the potential contribution of digital marketing communications planning and some of its key aspects to the future success of the organisation. The communications plan and report are to be presented by the Marketing Director at the next Senior Management meeting hence they need to be presented to a professional standard.

Assessment Criteria

Your report has to portray critical analysis, hence a breadth of reading should be demonstrated around the subject which should be synthesised with your findings throughout the report. Dont assume that the Tutor knows your company of choice. Contemporary secondary data, ideally portraying future trends, should support your application and critique of theory (models, frameworks etc) to explain the challenges facing the company. Use appendices extensively, but judiciously and dont pad out the report with overly descriptive narrative or excessive secondary data. Quality, not quantity is the aim. The report must be no longer than 3000 words in total excluding abstract, appendices and illustrations. A professional approach to work is expected. Your report must be expressed in your own words, incorporate your own judgements and critical analysis of the scenario. Direct quotations from the published or unpublished work of others, including that of your chosen company, must be appropriately referenced. Authors of images used in reports and audiovisual presentations must be acknowledged. Use the Harvard referencing system throughout. Assessment will take into account presentation of the work, investigation, relevance (and adequacy) of information, analysis; and quality of conclusions and recommendations.
70 100% Excellent Well structured work which provides full and exemplary analysis leading to well supported conclusions. Professionally presented and demonstrates sound (well referenced) theoretical underpinning and application/critique of relevant theories/frameworks/models. Clear evidence of critical analysis Good presentation, analysis of contemporary findings and conclusions with relevant theoretical support and examples. A well structured report with clearly identified outcomes. Decent presentation with reasonable structure which features some supporting theory, adequate analysis and conclusions. Basic analysis. Some conclusions but with limited underpinning. Some supporting examples and theory. A largely descriptive report with few or limited outcomes. Weak work that features little relevant theory or analysis and provides few meaningful conclusions. Over reliant on secondary data A poorly delivered piece which fails to show an adequate grasp of the theories. Weak or incomplete analysis, without meaningful conclusions. Work that does not meet the required standard in terms of quality and quantity. The work demonstrates a poor grasp of the theories. Shows weak or incomplete analysis, without meaningful conclusions

60 69%

Very Good

50 59%

Good

40 49%

Acceptable

30 39%

Marginal Fail Fail

20 29%

0 19%

Clear Fail

Report (worth 100% of the marks) Format: The report should be no longer than 3000 words and must be referenced in accordance with normal University practices. You must provide a hard copy of the report which will be marked and annotated for feedback purposes. Also you must submit an electronic copy on CD, DVD or USB (none of which will be returned), which will be used to check for plagiarism. Plagiarism also applies to slavishly following exemplars that are provided. The electronic copy should be in one file and the filename must include your student ID number. Non-submission of an electronic copy will see you lose ALL of the presentation marks ie 10%. There will be NO submission via Blackboard nor Xstream. A feedback sheet (based upon the following marking criteria) will be provided on request after the Subject Board has taken place.
Student Name/ ID Nos

Assessment Criteria and possible marks Introduction ( out of 100)

Mark Weighting 15%

Notes/Comments Was the company introduced in a way to help the reader? Does the introduction explain the companys position in the information society? Was the theoretical background to the problem adequately covered? Does the introduction grab the readers interest? explain how the hypothetical work will benefit the stakeholders? Provide a platform for later recommendations? Were the findings relevant to the task at hand? Did the narrative cover contemporary, relevant topics? Were limitations identified? Were the findings stated clearly, completely and presented in a businesslike manner? supported by the environmental analyses and other forms of data/information presented? synthesised with relevant theories? likely to act as a platform for strategic choices? Was there evidence of critical analysis? Were theoretical tools, models and frameworks critiqued? Were any potential problems or pitfalls in possible implementation identified? To what extent do any proposed control and monitoring approaches fit the scenario? Were sound conclusions drawn? Do the conclusions act as a springboard for the subsequent, justified recommendations? Was adequate detail provided for tactical recommendations? Was the format and structure of the report logical, appropriate and clear? Were there any errors of presentation (referencing, typing, spelling, grammar, tables etc)? Was sufficient breadth of reading evident and were cited sources relevant to the discussion? Did the narrative move in a way that helped the reader? Was a soft copy included for plagiarism checking?

Findings and analysis ( out of 100)

30%

Conclusions and Recommendations ( out of 100)

45%

Format (structure, spelling, referencing) ( out of 100)

10%

Report Format Pages must be numbered with use of a cover, Executive Summary, contents page, list of illustrations and a properly constructed Bibliography. The report must be presented in a professional business format/style making effective use of diagrams and charts. Use appendices judiciously ie support your narrative but remember you get no marks for contents of appendices. Be concise as you will not score points for irrelevant, padded overlong submissions. Use academic books and journals as sources to underpin the arguments you wish to make. Avoid using spurious, lightweight online sources such as Wikipedia or TopMBA. All sources must be clearly referenced in the text (using the Harvard reference system) or you risk being penalised for plagiarism.