Digital Marketing

Digital Marketing
Order Description
This assessment will be based on your ability to research, analyse and reflect upon the significance Digital Marketing communications. Students will be required to demonstrate a thorough, balanced appreciation of the purpose and contribution of information systems, the Internet and other digital technologies to contemporary marketing.

Digital Marketing and Communications: BHO0172

Module Leader: Abdul Jabbar

Assignment Title: Academic Essay

Hand in date: 6th November 2015 at 23:59pm

Where to hand in: TurnitinUK
Note: This assignment contributes to 50% of the total module mark.
Learning Outcomes

1. Appreciate the relevance and application of key marketing concepts such as the Marketing mix, Consumer Behaviour and Customer Relationship Management in the digital marketing age.

2. Recognise the impact of digital technologies on the nature, implementation, outcomes, measurement and management of the marketing function and customer communications

3. Understand the role and ICTs in building and managing customer and stakeholder relationships
Identification of group and individual components:

The assignment is to be completed individually by each student.

DETAILS OF ASSIGNMENT

Assessment Task

50% of the overall mark for this module will be allocated to an individual written assessment.

This assessment will be based on your ability to research, analyse and reflect upon the significance Digital Marketing communications. Students will be required to demonstrate a thorough, balanced appreciation of the purpose and contribution of information systems, the Internet and other digital technologies to contemporary marketing.

Academic Essay

For the purposes of this assignment:

Clearly outline, evaluate and discuss information and its role within the social media environment. In addition, discuss the impact of social media on traditional Marketing strategy, on the development of brand awareness and the management of relationships and acquisition of customers.

This is an individual written assignment. 3000 words maximum.

Guidance Notes:

You should support your work throughout with evidence from good quality academic (journal articles, textbooks, conference proceedings, etc) and business sources. All material you reference should be cited fully using the standard university Referencing style, both within the main body of your essay and in a clearly marked References section at the end.

You should ensure that you adhere to the current student regulations regarding assessment (presented in the student handbook), with particular reference to ethical considerations and issues of plagiarism.

15 -20 sources
Relevant links:

Bayne, K M, The Internet Marketing Plan: The Complete Guide to Instant Web Presence, Wiley & Sons Inc
Chaffey, D, et al, Internet Marketing: Strategy, Implementation and Practice, FT Prentice Hall
Chaston, I, e-marketing Strategy, McGraw-Hill, London
Dann, S & Dann, S, Strategic Internet Marketing, Wiley
Groucutt, J & Griseri, P, Mastering e-Business, Palgrave Macmillan
McFadden, F.R., Hoffer, J.A. and Prescott, M.B. Modern Database Management, Addison-Wesley
O’Brien, J A, Management Information Systems: Managing Information Technology in the E-business Enterprise, McGraw-Hill Higher Education
O’Connor J, Galvin E & Evans M, Electronic Marketing: Theory and Practice for the Twenty-First Century, FT Prentice Hall
Sargeant, A. and West, D.C, Direct and Interactive Marketing, Oxford Publishing
Tapp, A, Principles of Direct and Database Marketing, FT Prentice Hall
Zikmund W G, McLeod R & Gilbert FW, Customer Relationship Management: Integrating Marketing Strategy and Information Technology, Wiley

Criteria:

Mark range 90 – 100%
A piece of work should fall within this class if it displays characteristics of:

• Original, incisive and creative research, using relevant and contemporary literature
• Outstanding comprehension displayed
• Insightful, outstanding analysis
•Compelling evidence, supporting analysis
• Complete and authoritative piece of work

Mark range 80 – 89%
Work in this category will display characteristics of:

• Original, incisive and creative research, using relevant and contemporary literature
• Outstanding comprehension displayed, with some evidence of misconceptions/errors
• Outstanding analysis, though lacking some relevant insights
• Compelling evidence, supporting analysis
• An authoritative piece of work, though may lack completeness

Mark range 70 – 79%
Work in this category should display an excellent understanding of the assessment area, with a clear demonstration of pertinent, critical analysis. Work presented will demonstrate an excellent understanding of appropriate concepts and contemporary, contextual appreciation of literature.

Mark range 60 – 69%
Work in this category should display a high level of competence, with clear demonstration of critical analysis relevant to assessment requirement and some contemporary, contextual appreciation of literature.

Mark range 50 – 59%
Work in this category should display overall competence, however it will be lacking in analytical depth and /or display a limited comprehension of the subject matter so that the work falls short of a B grade. A good deal of the relevant content may have been presented by the student but this will be less well articulated and developed than the grade B student. The more difficult concepts will be omitted or dealt with superficially. The application of the principles and theory to the problem/question will be more limited and perhaps dealt with in a more “re-gurgitative” manner. The work may contain minor errors; however there should be no major misunderstandings.

Mark range 40 – 49%
Work will fall into this category if it contains relevant material in relation to the issues raised by the problem/question, including the central issue. The answer will be presented in a coherent and largely correct manner, although the analytical aspects and comprehension will be of a limited nature. Use of principles, theory and evidence may be poor and the overall coverage of the subject matter will be of a limited nature.

Mark range 30 – 39%
Work in this category has elements that are correct: however the work displays a number of major misconceptions that call into question the student’s comprehension of the material. The analytical contents may be very weak or even non-existent. Application of principles, theory and evidence to the problem may be weak. Overall coverage may be poor. Reference to sources or authorities may be weak or inappropriate. Structure may be weak.

Mark range – below 30%
The work is limited and contains fundamental errors that indicate a substantial lack of comprehension by the student. There will be little or no analytical content and the references to authorities and sources will very limited or non-existent. The presentation and structure of the work may be poor. The work may also be characterized by falling far short of the overall word limit and possibly repetition of material or arguments. Conclusions may be non-existent or limited.