7DIBU002W Customers and Competition in the Digital Era

Question:
ASSIGNMENT BRIEF:
Your task is to research and prepare an individual report based upon a critical analysis of the use of social media platforms by any TWO brands. This individual assignment is designed to allow you to demonstrate your knowledge and understanding of the topic; use cognitive and personal skills and application of your learning to practical situations. This coursework is worth 40% of the total module marks available for this module. This is an individual piece of work; therefore, you should not share ideas with others, while completing this work.
The word count for the report is 2,000 words (plus the diary), excluding Title Page, ToC, References and Appendices and requires research as directed.
LEARNING OUTCOMES ADDRESSED:
· A systematic understanding of the key theoretical frameworks of consumer behaviour, marketing concepts and the role of digital technologies in current marketing practice
· Ability to critically appraise various digital media tools and their use in marketing campaign planning and implementation
· Ability to critically analyse models and digital technologies for marketing to adopt the most suitable set of tools for a given project
RECOMMENDED STRUCTURE:
· Cover Page (including title, [no name – anonymous], word count, dates)
· Table of Contents
· Brief Introduction
· Critical evaluation of campaigns*
· Role of influencers*
· Conclusion(s)
· References – all referencing should be in Westminster Harvard format
· Appendices (including the diary)
*These sections can have sub-sections
ASSESSMENT CRITERIA:

Brands diary (20%)

Clear coverage of FOUR platforms for each brand over FOUR weeks, showing types of posts, reach, interaction and some illustrative screen shots

Critical evaluation of campaigns (40%)

Good review of the two brands and how they have used Social Media for marketing, including interaction with customers, with examples drawn from diary. Evidence of reading and integration of theory with analysis of your observation

Role of influencers (30%)

Evidence of research, reading and discussion of the role of influencers, with examples including names and following of key influencers for the brands

Referencing and presentation (10%)

Evidence or underpinning reading, correct citation and referencing; good structure, clear presentation, proof reading, professional document presentation and format

ASSESSMENT GENERAL THRESHOLD CRITERIA

Grade

Generic Grade Descriptors at Level 7

80-100

An outstanding piece of work: All assessment criteria have been met at an exceptionally high standard.
· Displays exceptional initiative, creativity, sophistication and originality.
· Provides insightful analysis.
· Demonstrates originality and rigour of argument.
· Shows independent synthesis of ideas and understanding.
· Demonstrates reflexivity and critical analysis to generate transformative solutions/responses.
· Demonstrates substantial independent research.
· Communicates complexity clearly and succinctly with excellent standard of presentation.

70-79

An excellent piece of work: All assessment criteria have been met at a high standard.
· Demonstrates sophisticated understanding across the field of study and related areas.
· Draws on a range of techniques and information sources for independent analysis.
· Demonstrates creativity and flair in task/enquiry.

· Provides robust and insightful argument.
· Provides a high quality critical and reflexive analysis.

· Demonstrates substantial independent research

· Communicates ideas clearly and succinctly with good standard of presentation.

60-69

A good piece of work: All assessment criteria have been met at a good standard.  
· Demonstrates breadth and/or depth of understanding across the field of study and related areas.
· Synthesises knowledge to address task/enquiry.
· Presents argument cogently and clearly.
· Demonstrates extensive research and critical use of resources.
· Communicates ideas clearly with a good standard of presentation.

50-59

A sound piece of work: All assessment criteria have clearly been met.  
· Demonstrates understanding of appropriate range of concepts and theoretical approaches. 

· Provides an argument to frame response to enquiry/task. 

· Uses a range of relevant sources provided to undertake research. 

· Undertakes meaningful analysis/reflection in relation to the enquiry/task. 

· Communicates ideas using an appropriate format with few weaknesses in presentation.

40-49

FAIL: An inadequate piece of work: One or more relevant assessment criteria are not met.  
· Provides clear limitations in the range of concepts/principles explored.
· Demonstrates lack of clarity and depth of understanding in relation to the task/enquiry.
· Uses a narrow range of sources to support task/enquiry.
· Provides limited analysis/reflection.
· Communication is unclear with significant weaknesses in presentation.

39-0

FAIL: A poor piece of work: Most of the relevant assessment criteria area not been met.  
· Demonstrates poor understanding of key concepts and principles.
· Shows significant weaknesses and omissions in completing the task.
· Omits analysis/reflection.
· Uses inadequate information sources.
· Communication is unclear with significant weaknesses in presentation.

DEADLINE
The deadline for this coursework is Thursday 11 March 2021 at 13.00 hrs (1 pm) UK time.
The electronic submission for this module is through TURNITIN, which has been embedded within the module’s Blackboard site.
ANONYMOUS MARKING:
Do NOT include your name or student number within the file name or anywhere within your submission. The submission will be subject to anonymous marking. Having logged into either Safeassign or TurnitIn the system will record your details anonymously and tutors will only see your name after the entire submission has been assessed and provisional marks have been released to all students at the same time.
Please note TURNITIN checks your work for potential academic offences, so ensure you are very careful when referencing and quoting material. Please ensure when directly quoting that you use “quotation marks” and cite accordingly, adding the page numbers.
You can only upload a single copy of your work to TURNITIN, and until the said deadline, you may override submissions (for example to check for plagiarism).
Please DO NOT email your work to the module team rather than submitting your work to TURNITIN. If you experience problems uploading your work to TURNITIN you need to email the module leader as soon as possible (before the deadline) and await instructions.
FEEDBACK
Feedback will be issued online normally after fifteen working days from submission. The feedback will be given online via Turnitin.
Please DO NOT email the lecturing staff directly asking for marks only.

ACADEMIC REFERENCING
When writing an essay, report or other assignment you will need to support your arguments by referring to published work such as books, journal or newspaper articles, government reports, dissertations and theses, and material from the Internet. It is expected that you use the Westminster Harvard referencing style within this work; this includes sources for images, graphs and tables.
You will need to give accurate references:
• To give credit to other authors’ concepts and ideas
• To provide the reader (often the marker/examiner of the assignment) with evidence of the breadth and depth of your reading
• To enable the readers of your work to locate the references easily
• To avoid being accused of plagiarism, an academic offence, which can lead to loss of marks, module failure or in severe cases exclusion from the University.