PE6003Assessment2021Individul.docx

Assessment Brief – Newcastle Business School

Programme:

MBus in Business and Management

Module Code:

PE6003

Module Title:

Digital and Data Driven Marketing

Distributed on:

Teaching Week 1 (via the e-learning portal)

Submission Time and Date:

4th July 2021 at 23.59

Word Limit:

N/A: See below instructions for further details

Weighting

The assessment has one task which are weighted as follows:
· Task 1: DMA Case Study (1oo%)

Submission of Assessment

Submitted electronically via the e-Learning Portal:

Click on the tab titled, “Summative Assessment” on the spine of the site, and follow through to the link titled, “Submission – PEC6003 Summative Assessment” – NOTE: this link will be accessible to students only after teaching week 10.

*Please only submit your final version of the assignment (main report + appendices and references) as a single MS Word or PDF document.

*Please make sure to take a screen print or save the electronic confirmation of submission.

Submission Deadline: TBC @ 12 noon (British Standard Time)

It is your responsibility to ensure that your assignment is submitted before the submission deadline stated above. A relevant extract of the University’s policy on late submission of work is included in this document.

Instructions on Assessment:

For this assessment you are required to use case study provided by Institute of Direct Marketing Association (DMA) National Student Competition, which is located on e-learning portal. This form the bases of the assessment.

Task 1 Portfolio

Completed: Individual

Date: End of semester assessment period

Word Count: No more than 10 pages and 8 pages for the appendix.

Marks: 100%

This task brings together the main themes of the module and requires you to develop a digital marketing strategy for DMA case study.

With the objective to convert 25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan. Your challenge is to create a direct and digital marketing strategy to achieve the above objective with a total marketing budget of £155,000.

We would like you to create a campaign plan that utilises key on and offline channels to convert 25,000 current Instagram business users in the UK. Your campaign must have a clear creative idea and be data driven (including a clear way to measure progress and impact). Please also consider the implications of the recent GDPR legislation in the UK.

The digital marketing strategy should include:

· Campaign plan, including objectives, strategy and communication plan, which explains your media choices and spend. Your communication plan should include a go to market strategy that includes key moments and recommended timings. 20 marks

· Develop a direct and digital strategy, including:
· Campaign objectives, which link to overarching objective provided by InstagramStories case. These should be SMART.
· Acquisition strategy (including data targeting and segmentation, this will include research on the identified and justification of the target market, development of personas and the customer journey)
· Communication plan (including GANTT chart) with your proposed use of different communications tools, both on and offline, along with justification.
· You should with clear explanation of your strategy and target marketing, with insight and justification. 40 marks

· Articulate your big campaign idea, supporting messages and creative recommendations – How will the InstagramStories meet the objective of converting
25,000 small businesses that are current Instagram Business advertisers to using InstagramStories in a six month campaign plan.
25 marks

· An outline of the metrics, include KPI’s and relevant tools to explain how you will measure and evaluate the campaign objectives. 15 marks

Late submission of work

Where coursework is submitted without approval, after the published hand-in deadline, the following penalties will apply.

For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e.100%) shall be deducted from the assessment mark.

For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.

The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if assessments on Pass/Fail are submitted up to 1 working day (24 hours) after the published hand-in deadline.

Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without approval will be regarded as not having been completed. A mark of zero will be awarded for the assessment and the module will be failed, irrespective of the overall module mark.

For clarity: if the original hand-in time on working day A is 12noon the 24 hour late submission allowance will end at 12noon on working day B.

These provisions apply to all assessments, including those assessed on a Pass/Fail basis.

Word limits and penalties

The word count is to be declared on the front page of your assignment and the assignment cover sheet.

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count/page count.

If this word count/page count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct.

If the word limit/page count of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

Students must retain an electronic copy of this assignment (including ALL appendices) and it must be made available within 24hours of them requesting it be submitted.

Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.

Time limits and penalties for presentations

The time allocated for the presentation must be adhered to. At the end of this time, the presentation will be stopped and will be marked based on what has been delivered within the time limit.

Academic Misconduct

The Assessment Regulations for Northumbria Awards (ARNA) contain the
Regulations and procedures applying to cheating, plagiarism and other forms of academic misconduct
.

The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/

You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle Business School.  Assignments in which evidence of plagiarism or other forms of academic misconduct is found may receive a mark of zero.

Mapping to Programme Goals and Objectives

This assessment will contribute directly to the following postgraduate programme goals and objectives.

Goal 1: To develop the skills necessary for employment and career progression

Students will be able to:

1.

Demonstrate awareness of personal strengths and weaknesses and the ability to engage in continuing self-development

X

2.

Demonstrate the development of inter-personal and intra-personal skills

X

3.

Demonstrate competence in contemporary analytical and ICT applications

Goal 2: Be culturally and ethically aware

Students will be able to:

X

1.

Demonstrate their ability to work in culturally diverse groups and teams and make appropriate and personal contribution to team effectiveness

2.

Reflect on their own ethical values

X

3.

Understand the wider impact of individual or organisational decision making on social and environmental contexts

Goal 3: Have developed leadership and management capability

Students will be able to:

X

1.

Analyse and communicate complex issues effectively

X

2.

Demonstrate decision making, problem solving and project management skills

Goal 4: Have developed and applied knowledge of international business and management theory

Students will be able to:

X

1.

Acquire, interpret and apply knowledge of international business, management and organisational functions

X

2.

Demonstrate an understanding of the impact of innovative and contemporary research on the business and management community

X

3.

Acquire, interpret and apply specialist functional knowledge in relation to their programme of study

Goal 5: Have developed a range of research skills and project capabilities

Students will be able to:

X

1.

Plan and complete a major piece of research or project on a contemporary business, financial, management or leadership topic

X

2.

Demonstrate skills of analysis and synthesis in the application of research methods to the
exploration of contemporary business and management issues

Assessment Brief

PEC6003 Assessment Brief Page 4 of 6

Module Specific Assessment Criteria

Trait

0 – 39

40 – 49

50 – 54

55 – 59

60 – 69

70 – 100

Development of professional Digital Marketing Strategy

Digital Marketing Strategy is either not submitted or completed to a poor standard. Digital Marketing Strategy may be poorly presented or lacking supporting information. Feedback provided in the presentation will not have been factored into the final submission.

Documentation fails to demonstrate a clear understand of a digital marketing strategy. May be based on weak data and may be difficult to understand as cohesive strategy.

The student demonstrated a sound knowledge of the concepts within the module and has produced digital marketing strategy which has a limited research base and could be more cohesive as strategy.

The student understanding of the concepts is largely evident and digital marketing strategy is generally well presented if not always based on thorough research.

Documentation is extensively supported by research and as such demonstrates real insight into a digital marketing strategy. Documents are presented to a high standard. The strategy is largely cohesive throughout.

Highly professional documentation which shows clear application of the module concepts and is based on an impressive range of market data.
The digital marketing strategy is exceptional, in terms of cohesive and logical throughout.

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