MKT9118M Assessment 2 Brief 2122
| ASSESSMENT 2 PORTFOLIO OVERVIEW |
| Module Name: Digital Marketng |
| Module Code: MKT9118M |
| Module Co-ordinator: Emma Ellse |
| Learning Outcomes Assessed: Critcally analyse the relevance of digital marketng in local, natonal and internatonal contexts LO1 Critcally analyse the relevance of digital marketng in local, natonal and Internatonal contexts (local / natonal focus) LO2 Critcally evaluate the tools, methods and techniques used to conduct an organisaton’s digital marketng strategy LO3 Apply practcal skills in the planning, implementaton and measurement of digital marketng programmes LO4 Design research methods for virtual environments |
| Length of Assessment: Portolio of work including a 1000 Word Writen Reflecton |
| Assessment Weightng: 70% |
| Due Date: 01/06/2022 at 12 noon Feedback Due: 22/06/2022 at 12 noon All LIBS assignments are due at 12 noon UK tme |
| Additonal Assessment Informaton: Late submissions, whether measured against the original or formally extended deadline, shall be penalised. The penalty shall consist of a reducton in the mark of 10 percentage points for each whole or partal working day late. This means 10 percentage points of the marks available for the assignment, for example, where an assignment warrantng a merit mark of 58% is submited one day late, then a mark of 48% shall be recorded. Please refer to the University Regulatons for guidance on academic offences including plagiarism. This document is available on the portal and via blackboard. Note: Feedback & grades will be available electronically on blackboard. If you have any specifc questons relatng to the feedback comments email the seminar tutor to discuss. |
| DIRECTIONS TO STUDENTS |
| Task Descripton: Individual Portolio of Work and Writen Reflecton Throughout the module you are expected to plan, create/develop and maintain a website including a blog related to a business idea, hobby, interest, cause or organisaton to which you are related (make sure you have the right to speak on behalf of any organisaton you choose to represent). |
AssignmentTutorOnline
| You must add the URL for your website with a brief descripton of the aims of and objectves of your site to a designated Padlet by week 7. You are expected to create corresponding social media platorms to help promote your website and engage in digital marketng promoton actvity that you can later reflect upon. The weekly module lecture focus, seminar actvites and directed learning materials have been created to build your knowledge, understanding, ability to critcally analyse digital marketng tools, techniques and build your skills. There will be opportunites to apply practcal skills which will aid the development of your website and portolio. Recommendatons and optonal elements to include into your portolio: Mandatory Elements Assessment Title, Student Name, Number, Date (must include) Introducton of website, aims objectves and URL (must include) Pen profles Empathy Maps Compettor Analysis Audience / Customer Journey 1000 Word Reflecton Optonal Elements of which you must submit a minimum of 2 Site Map Annotated Wireframes Key Word Recommendatons Lead Magnet Idea Lead Funnels PPC Ad Copy Social Media Strategy The portolio should be creatve and delivered in a format that can be uploaded to turnitn. Note: please do NOT use ephemeral communicaton tools such as Snapchat or stories on Instagram or facebook. The content you produce MUST be available for assessment for at least 20 weeks. Digital products MUST contain text as well as image and video. Please use Google Sites to create your website. It is expected that you will install google analytcs to help you analyse your work. |
| Further Guidance: Students are expected to update their websites, blog and social media campaigns on regular basis throughout the module and monitor key data using google analytcs and social media analytcs in order to analyse progress. Your 1000 word reflectve narratve should include a deep and critcal analysis of your actvites, reflectng on the challenges faced throughout this project, an assessment on whether you met your original objectves, a descripton of your promoton efforts and an analysis of the metrics available. |
| Students are expected to develop, maintain and communicate/promote the product you create throughout the term. The following criteria will be used to assess the work: User engagement strategy/skills (e.g. evidence of knowledge of your users, sound reflecton on how to reach your target group) Quality of content produced or shared Adequate planning (i.e. updates, speed of response, maintenance, support) Types of material used (i.e. text, video, graphics, etc.) Promoton efforts Metrics analysis Learning Resources which will support this assessment include: L4.3 Goals and Acton Planning L4.5 Academic Writng 1: Genres L4.6 Academic Writng 2: Style L4.8 Critcal Analysis 1 L4.9 Developing a Line of Argument L4.11 Paraphrasing and Summarising Sources L4.14 Reading strategies L4.16 Academic Writng 3: Hedging L4.17 Critcal Analysis 2 L4.18 Critcal Reflecton L4.23 Postgraduate Study Skills: Being Critcal at Master’s Level L4.25 Postgraduate Study Skills: Academic Writng and the Research Process L4.27 Postgraduate Study Skills: Reading Critcally L4.28 English Language Skills: Sentence Structure L4.29 Harvard Referencing These Learning Resources are available via the Blackboard module site. |
| Format: This is a creatve marketng portolio which should included links to the website and any |
| supportng social media platorms. The key supportng portolio elements can be delivered in image format. The total word count for the reflectve narratve is 1000 words and must be delivered in a writen format. The work should be uploaded as Word/PDF to Turnitn. Note usual practce is to allow +/-10%. If you submit an assignment which exceeds the prescribed word limit, marking will cease at the point at which the limit has been exceeded and the mark will be awarded on the basis of the extent to which the criteria for assessment have been met up to that point. |
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| Marking Details: Please see criteria grid below:
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All work is assessed in line with University of Lincoln Marking and Grading Policy. All marks are provisional on |
Appendix Three: Assessment Criteria LO1-4 and AoL
| Assessment Criteria | Proficient Exceptional | Proficient Distinction | Proficient Merit | Proficient Pass | Not Yet Proficient | Not Proficient |
| AoL CC7 Collaboration Evaluate teamworking and leadership effectiveness, respecting individual and cultural diversity |
Critcal evaluaton of teamworking and the limits of leadership. Considers the broader contexts within which teams and leaders operate and situates their evaluaton within the discourse of responsible management educaton. |
Critcal evaluaton of teamworking and the limits of leadership. Considers the broader contexts within which teams and leaders operate and situates their evaluaton within the discourse of responsible management educaton. |
Critcal evaluaton of teamworking and the limits of leadership. Considers the broader contexts within which teams and leaders operate and situates their evaluaton within the discourse of responsible management educaton. |
Competent evaluaton, analysing the main drivers and barriers to effectve teamworking and leadership in the context of individual and cultural diversity. Role of reflexivity in leadership and management examined. |
Some evaluaton of team working and leadership effectveness, but incomplete and/or limited to generic/received views with limited atenton to context; specifcally relatng to diversity and positonality. |
Can identfy some characteristcs of effectve leadership and teamworking. Some analysis but no evaluaton and/or recogniton of individual and/or cultural diversity |
| Analyse Critically analyse the relevance of digital marketing in local, national and international contexts (LO1) |
The work is an exceptional, thorough assessment of digital marketing in practice anda thoughtful critique in a manner which goes well beyond expectation at this level (+80%) |
The work demonstrates an excellent in-depth evaluation of digital marketing and a clear assessment of its use in practice (70-79%) |
There is an evaluation of the relevance of digital marketing and an assessment of its use. . (60-69%) |
The relevance of digital marketing is clearly understood and analysed. (50- 59%) |
Some understanding of the relevance of digital marketing no evidence of analysis (40-49%) |
Fails to recognise the relevance of digital marketing. ( |
| Demonstrate Demonstrate an understanding of the tools, methods, and techniques used to conduct an organisations digital marketing strategy (LO2) |
The work is exceptionally critical andinsightful. The analysis of digital marketing strategy and how it operates within an organisation exceeds standards expected at this |
Aselection of issues aresynthesised, analysed and evaluated. The work demonstrates an excellent understanding of digital marketing strategy. (70-79%) |
The work identifies common issues in the implementation of digital marketing strategy. These are well understood and analysed. (60- 69%) |
The work delivers a description of digital marketing strategy tools, methods and techniques. Some analysis is evident however further analysis and reading |
The work identifies a few key tools, methods or techniques used. The work lacks analysis and critical evaluation. (40- 49%) |
The work lacks an awareness ofthe how organisations conduct digital marketing strategy ( |
| level. (+80%) | beyond class material and directed bibliography is required. (50- 59%) |
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| Apply Apply practical skills in the planning, implementation and measurement of digital marketing programmes (LO3) |
Well structured, well-researched work. Excellent application demonstrating a high level of knowledge of digital marketing planning, execution and evaluation. There is high level of relevancy and understanding articulated which goes beyond expected standards at this level (+80%) |
The work is thoroughly researched and demonstrates an excellent understanding of how to plan, implement and measure digital marketing programmes (70- 79%) |
The work includes clear evidence of research, analysis and critical evaluation of digital marketing programmes(60- 69%) |
Reasonably structured work that describes the planning, implementation and measurement of digital marketing programmes with some evidence of critical evaluation. Little evidence of reading beyond lecture materials and directed study. . (50-59%) |
The work describes some areas of marketing planning. There is little evidence of reading beyond directed study. (40-49%) |
The work fails to address the planning, implementation and measurement of digital marketing programmes. Presentation is poor and demonstrates little/no knowledge of content discussed. ( |
| Design Design research environments for virtual environments (LO4) |
Exceptionally insightful understanding of a variety of research methods used across a variety of research environments. Exceptional understanding of the implications for practice that go well beyond the level normally expected. (+80%) |
The work demonstrates a careful critical evaluation of research methods used in virtual environments and a consideration for practice. Wide reading beyond directed study. (70-79%) |
The work demonstrates a good appreciation of research methods in virtual environments. There is good evidence of critical analysis. (60-69%) |
The work shows a reasonable understanding of research methods used in virtual environments. Referencing is limited to class material and directed learning. (50-59%) |
The work describes some areas of research methods for virtual environment .But lacks evidence of research (40-49%) |
The work fails to demonstrate an understanding of research methods used in virtual environments.( |
| Knowledge Demonstrated a depth of knowledge, expertise and critical understanding of their chosen topic area |
The work demonstrates exceptional knowledge and critical understanding such that it goes well beyond the standards expected at this level |
The work demonstrates in-depth knowledge, expertise and critical understanding of chosen topic. The work is authoritative and contains original insights. |
The work demonstrates a sound knowledge and developing level of expertise in the field. There is evidence of some critical understanding of key areas but this could be further developed. There are no significant gaps in the knowledge base, but originality is limited. |
The work demonstrates a sufficient knowledge and understanding of the fundamentals of the topic or domain. The work tends to lack critical insight and expertise is emergent rather than developed |
The level of knowledge and understanding is not quite at the level expected. Expertise is limited and derivative rather than original. |
There is evidence that some knowledge has been accumulated but this is very limited and there are significant gaps and fundamental weaknesses or misunderstandings. |
| Presentation Presentation and organization of the final submission |
The work is exceptionally well presented and the organisation exceeds that expected at this level. |
The work fully complies with presentation guidelines and conventions. |
Overall the presentation is of a high standard but with a few minor amendments required to bring it up to full compliance. |
The presentation meets the pass standard but contains a number of errors and deviation from the guidelines and conventions |
The work is not quite up to the standard expected. There are numerous errors- whilst these detract from the text they could have been easily rectified by re-working or editing the work |
There are significant weaknesses in presentation and the work does not really meet expectations and falls short of convention in several important respects. These errors would require significant reworking of the text. |
Digital Marketng