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MKTM012 Strategic Digital Marketing
Assessment Guide and Grading Criteria
Prepared by David Alcock, Module Leader
ASSESSMENT ITEMS WEIGHTING LEARNING OUTCOMES
1 assignment, 2500 word digital marketing plan. 100% All
作业要求学生产生一个数字营销战略的“活客户端”轮廓。这将需要学生使用模块上推出的概念和框架，以便给学生一个机会来证明正确理解这些概念和框架，并且能够运用他们的操作情况。
The assignment asks student to produce an outline digital marketing strategy for a "live client". It will require that the student use the concepts and frameworks introduced on the module, and so give the student an opportunity to demonstrate a sound grasp of those concepts and frameworks and the ability to apply them in an operational situation.
Assessment Guidelines
Consistent with the teaching and learning strategy, the candidate is being asked to extract salient and relevant points from the course of study and apply what has been learned to a practical situation. Creative application of these to a realistic context, leading to the development of well-justified and practical recommendations in the framework of a coherent plan will be looked for.
As noted above, the formal assessment for this module is comprised of one assignment. This assignment is designed to assess both your knowledge and skills in the whole of this module. Your attention is therefore drawn to the list of aims and learning outcomes for the module available from the Module Guide. You should ensure that you have considered each of them in your work; this is what you will be assessed on and what will determine your grade for the module.
In the first week of the module I will be asking you to select a ‘live client’ （我们组选择的是当当网）organisation to work with throughout the module. This organisation will be the organisation on which you base your assessed assignment project.
Criteria for your client organisation:
It is not a requirement that your organisation be in the private sector, however it is very important http://www.ukassignment.org/dxygessay that it has a marketing focus. If it does not, it is unlikely that you will be able to apply the material from this module.
Your client organisation must be an organisation that is currently operating in both a ‘bricks’ and ‘clicks’ environment. Although you will be analysing the company’s business environment for new marketing opportunities it is not the intention that you start a digital business from scratch!
Your live client organisation should be substantial enough to make worth studying. It is unlikely that that a sole trader organisation will provide sufficient opportunity for you to demonstrate your knowledge and skills in this module.
Your Task
You are required to produce an outline ‘digital strategic marketing plan’ for your live client project organisation. Please note, the format we will use for the plan is presented in Chapter 10 of Smith and Chaffey. We will consider this chapter in class in our final session, but I strongly advise you to read this chapter before you start work on this assignment.
Your marketing plan should be a maximum of 2,500 words in length (+ or – 10% and excluding appendices). Your marketing plan will of course have a number of components, or sections to it, and is likely to include an appendix. Although a marketing plan is a very practical document you are required to support your plan with well referenced, critical analysis, reflection and debate. You should draw on a range of theories and concepts presented in the course plus suitable readings from a range of relevant journals in order to justify your marketing plan.
Additional guidelines and more in-depth details of the grading criteria will be provided in a separate document later on in the module.
Please note that all assignments should be in report format and be appropriately referenced using the Harvard system. In addition, although you are required to adopt a business format and approach, you also need to clearly demonstrate application and use of course ideas and concepts (given that you are on an academic programme).
Grade Criteria Guidelines
Exceptional work (A)
Exceptional work will demonstrate and authoritative understanding or most of the issues to do with the development of an e-marketing strategy for the project organisation. The environmental analysis is clear, and well thought through, with supporting statistics and other research being used effectively, creatively and appropriately. The consideration of competitor activity and the project organisation's strategy are carried out analytically through the application of contemporary marketing models and theories. The ability to identify and solve marketing 'problems' is demonstrated by the suggestion and rationalisation of new business ideas and opportunities.
Exceptional work will satisfy all the criteria of distinguished work, but will be based on more extensive and detailed research and analysis. There will be a strong emphasis on original and creative thought that may be demonstrated either via the effective application of marketing theories and models, in depth analysis of competitors web sites, or commercial opportunities for the project organisation. Web site evaluation criteria will be clearly justified, and although being based primarily on the material covered by the module, there will be ample evidence of independent work. Presentation of the work is leaning towards a professional standard.
Distinguished work (B)
The work draws on a number of current sources in order to define the market and industry in which the project organisation operates. These sources will include industry statistics, and may include detailed consideration of competitors activities and strategies. There is an above average level of understanding demonstrated in terms of familiarity with marketing concepts, and a clear knowledge of how these concepts apply to the online environment. There is some good evidence of the ability to compare and contrast competitive positions and strategies, and some demonstration of critical thinking, creativity and originality of thinking. For example, the models of online business structure presented in the course may be applied to considering market opportunities or web development issues.
这个级别的工作提出必须满足健全工作的所有的标准（见下文），但同时也伴随了较高的批判意识。这可能是在介绍网站评估“工具”里的一些评价标准并纳入一个明确的理由，来提供证明。有效和适当的批判来帮助提升网站的营销，及帮助营销传播理论和模型，为此来提升一个较高的创意水平。
Work presenting at this level will satisfy all the criteria of sound work (see below), but will be accompanied by a heightened level of critical awareness. This may be evidenced in the presentation of the web site evaluation 'tool' and the provision of a clear rationale for the inclusion of some of the evaluation criteria. The marketing and marketing communications theories and models are used effectively and appropriately in the critique of web sites, and a strong level of creativity is demonstrated in the suggestions for improvement. Throughout the work, a clear focus on the marketing function is maintained. Presentation of the work is good, with a clear report format adopted.
Sound work (C+)
The student demonstrates familiarity with key issues in the development of the commercialisation of computer-mediated environments in support of e-marketing activities, and has demonstrated knowledge related to advantages and disadvantages of using the Internet as a marketing medium, relating these advantages and limitations to contemporary views of marketing, including the marketing P's, integrated marketing communications and customer relationship marketing. This knowledge is somewhat 'standard' and descriptive, with little evidence of analytical and critical thinking. Literature and Internet sources have been used to describe the business environment of the project organisation, and these sources have been referenced quite accurately, and come from suitable sources. Aspects of the marketing mix have been drawn upon in order to justify strategies and tactics, and examples have been used appropriately, although presented in a rather 'pedestrian' manner. #p#分页标题#e#
Students presenting sound work for this assignment will have demonstrated the ability to apply concepts of marketing, together with a range of criteria for web site design and comparison, to the project organisation and selected competitors. Theories and models will be mostly applied well, and some sound critical thinking will be demonstrated. The underlying theme of marketing communications, evident throughout the module, will be used to some extent in the analysis of web sites and when giving opinions. There will be some evidence of creative thinking in terms of evaluation criteria and the analysis of sites, in addition to the suggestions made for improvement. Improvements in presentation could be possible, and might include the use of clearer section headings, contents page, summary or page numbers, etc.
Satisfactory work (C)
There is evidence that the student knows some marketing theory, though the ability to transfer this into considering e-marketing is somewhat lacking. Evaluation of the competitive position of the project organisation is very limited, and the student does not demonstrate the ability to critically reflect on the position of the organisation in relation to its competitors. Although some data on the business environment may be provided, there is little attempt to consider how this might affect the project organisation.
There is evidence that the student knows some marketing theory, though the ability to transfer this into considering e-marketing is somewhat lacking. Evaluation of the web site design and intended marketing functions of the project organisation and its competitors does not demonstrate the ability to engage in critical, reflective thought. Although some attempt at evaluation may have been made, a formalised evaluation tool may not have been used or presented in the work, and there may have been little or no attempt to relate the evaluation to e-marketing concepts, theories and models. Although there is some evidence of appropriate research this is superficial, and not well linked to the project. Presentation of the work is acceptable, although might suffer from not being in a report format, not including a contents page, page numbers, etc.
Unsatisfactory work (F+)
There is evidence of work related to the assignment, but there are many errors in terms of understanding marketing concepts. Alternatively the student may demonstrate knowledge of marketing, but a lack of ability to transpose these concepts into an online environment. There is little evidence of research, and what there is has not been appropriately used, and not well referenced. There is no evidence of critical thought in areas such as the possible advantages of the project organisation adopting an internet marketing strategy.
There is evidence of work related to the assignment, but there are many errors in terms of understanding marketing concepts. Alternatively the student may demonstrate knowledge of the web site evaluation process, but a lack of ability to carry out analysis and evaluation independently. There is little evidence of research, and what there is has not been appropriately used, and not well referenced. There may be no evidence of critical thought in areas such as how to evaluate web sites, or how marketing functions might be carried out in the online environment. Further, the work may lack a clear indication of what web site evaluation 'tool' has been used, indicating a poor level of engagement with the module content. Presentation may be poor, may not be in report format, may be handwritten, or suffer from significant grammatical or spelling errors.
Poor work (F)
Many indicators of a clear fail are possible. For example, the work may ignore almost all aspects of marketing in addressing the assignment question, or the student may have ignored the assignment question and mechanically said something about marketing, or the student may have done neither. The student demonstrates very poor engagement with concepts of e-marketing as covered by the course, and provides little evidence of any work. Those course topics that are touched upon are possibly inaccurate, or used inappropriately.
Many indicators of a clear fail are possible. For example, the work may ignore almost all aspects of e-marketing in addressing the assignment question, or the student may have ignored the assignment question and mechanically said something about web site evaluation, or the student may have done neither. The student demonstrates very poor engagement with concepts of e-marketing and web site design as covered by the course, and probably provides little evidence of any work. Those course topics that are touched upon are possibly inaccurate, or used inappropriately. Presentation of the work may be unacceptable for a variety of reasons.
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