Digital Marketing Strategy

1

Faculty of and

ACADEMIC YEAR 2020/21

ASSESSMENT BRIEF

Module Code: UMKDQX-15-3
Module Title: Digital Marketing Strategy
Submission Deadline: 14.00 on May 11th 2020
Assessment Component B
Assessment Weighting: 75 per cent of total module mark
Marking and feedback
deadline (20 working days)

8th June 2021

Assessment Instructions

Individual Report

Learning Outcomes

This assessment enables you to partially demonstrate the learning outcomes required for the
successful completion of the module, specifically:

• Critically assess how a brand develops and uses digital marketing tools and techniques to
achieve its objectives with specific targeted segments of consumers (both B2C and B2B)
and how it integrates digital marketing activity with its more traditional ‘offline’ marketing
activity using theory and conceptual frameworks to assist with that assessment where
appropriate.

• To make recommendations for how the brand may develop its digital marketing activity
based upon that analysis.

• Communicate this information clearly and effectively in a written report

The Individual Report

This individual proposal will build upon Assessment A where working in a group you developed and
gave a presentation assessing how a high-end luxury brand uses digital marketing tools and
techniques to support its strategy, and how that brand integrates those tools and techniques with its
more traditional ‘offline’ marketing activity .

You are required to produce an Individual 2500-word report for the same brand that addresses
the following three areas using theory/conceptual frameworks as appropriate:

1. Undertake a critical analysis and evaluation (i.e., strengths and weaknesses) of the ‘digital
marketing’ activity undertaken in the UK by the brand. This should consider how this
activity contributes to the brand’s overall strategy and assists in achieving their marketing
goals and objectives. Digital marketing’ activity relating to relevant aspects of the marketing
mix (4/7Ps) should be considered together with the suitability of the activity for the targeted
market segments, and where appropriate, consideration of and comparisons with direct
competitors. This should also include the brand’s response, if any, to external threats.

2. Compare and contrast this ‘digital marketing’ activity undertaken by the brand with their

more traditional ‘non-digital’ marketing activity. This should highlight the advantages and
disadvantages of ‘digital marketing’ using examples of the ‘digital marketing’ activity
undertaken by the brand or their direct competitors and include consideration of how the

2

‘digital marketing’ activity has been integrated with the ‘non-digital’ marketing activity and
how that activity contributes to the brands overall marketing strategy.

3. Based upon the above, make recommendations on how the brand may further develop
their ‘digital marketing’ activity in the future and ensure that their digital marketing activities
are fully integrated with their ‘non-digital’ marketing activities.

You should primarily focus upon your brand’s ‘digital marketing’ activity from January 2016 until the
present day undertaken in the UK market, but where appropriate you should also include earlier
activities or those undertaken in other countries.

You may use material from component A, however it is important that you work independently on
your report to avoid leaving yourself open to charges of academic misconduct such as collusion or
plagiarism.

Suggested Structure:

• Executive summary
• Introduction/background: A brief introduction to the report and the brand including its

products and target market(s).
• Critical analysis of the brand’s ‘digital marketing’ activity and how it relates to their

overall strategy
• Integration of ‘digital marketing’ activity with more traditional marketing ‘offline’ activity
• Recommendations

You may use appendices for supporting information

Marking Criteria

Please see the marking rubric/grid at the end of this document for the criteria that will be used in
evaluating this assessment.

Formative feedback and Support
Formative feedback

Formative feedback session for the development of your presentation for Assessment A will be
held during w/c 15/03/2021.

Further formative feedback will be also provided via verbal and written feedback from your tutors
following your presentation for Assessment A.

Further information about this assessment is available on the Blackboard site for this module
and includes:
Module handbook, Reading list.

Format

– All work should be word processed using Word in 12-point font (Times New Roman or
Arial) and be single spaced. Do not submit in PDF format.

– Subheadings are encouraged.

Please ensure that you provide the following details on the first page of your coursework:

• Student Number (not student name)
• Module Name and number
• Coursework title
• Word count (excluding references and appendices)

Word Limit

3

• 2500 words maximum.
• Word count includes everything in the main body of the text (including headings, tables,

citations, quotes, bullet points and lists). Footnotes are discouraged and included in the
word count.

• The references are NOT included in the word count.
• Appendices will NOT be included in the word count but should contain supporting

information only
• There is no direct penalty for exceeding the word count, but the marker WILL stop reading

once the word limit has been reached and nothing further will be taken into account in the
allocation of marks.

• You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies

Referencing:
Please adhere to the principles of good academic practice and ensure you reference all sources
used when developing your assessment, using the UWE Harvard system. Failure to properly
reference your work to original source material can be grounds for the assessment offence of
plagiarism and may result in failure of the assessment or have more serious implications.

For further guidance on correct referencing go to:
http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx

Details of what constitutes plagiarism and how to avoid it can be found here:
http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx

For general guidance on how to avoid assessment offences see:
http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx

Instructions for submission
You must submit your assignment before the stated deadline by electronic submission
through Blackboard). Notification that the electronic submission portal is open for your assignment is
displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the
Coursework tab in Blackboard and via an announcement in the Blackboard course.

Please allow sufficient time to upload your assignment, noting that the system becomes busier and
slower as the deadline approaches. Only your final upload will be counted. Ensure all your information
is submitted at one attempt to avoid ‘overwriting’ your intended submission. Always check and retain
your receipts.

Late submission in the 24 hours following the deadline will be accepted but the assignment mark will
be capped at 40%. Submissions after 24 hours will not be accepted. For full guidance on online
submission through Blackboard, see:
http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp

Submissions of coursework by any other method (including a paper copy, on disk or by email) are
NOT permissible for this module unless specifically agreed in advance of the submission date.

Before submitting your work, please ensure that:

• You have proof read you work thoroughly to ensure your work is presented appropriately
• You have addressed all the required elements of the assessment
• You have referenced in accordance with the guidance provided
• You have addressed each of the marking criterion
• The submission is in the correct format

Final feedback and marks release
Students will normally receive marks and feedback on their submission within 20 working days of the
submission deadline (not including any public holidays or university closure days). Any delay in
returning students’ work will be communicated by the module leader via Blackboard.
Feedback on this module is not limited to the written comments you will receive on individual written
assessment submissions.

4

Feedback and marks for this module will be available by 12th June 2020

For further guidance on feedback, please refer to the module handbook.

Further Guidance and Support
General guidance on study skills: is available at:
http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx

Specific study skills pages relating to this module include:

Presentation skills:
https://www1.uwe.ac.uk/students/studysupport/studyskills/groupworkandpresenting/presenting.asp
x
Working in a group:
https://www1.uwe.ac.uk/students/studysupport/studyskills/groupworkandpresenting/groupwork.asp
x
Writing skills:
https://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/writing.aspx

Support from the FBL Academic Success Centre:
http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx

Guidance on UWE assessment regulations and terminology:
http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx

Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx

Personal Circumstances
If you are experiencing difficulties in completing a piece of assessment on time due to unexpected
circumstances (for example illness, accident, bereavement), you should seek advice from a
Student Support Adviser at the earliest opportunity.

Please note the module leader cannot grant personal circumstances or extensions.

Appointments with a student adviser can be made via an Information Point or online at:
http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx

The Student Support Adviser will advise as to whether you should submit an application for
‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the
application.

Further details on ECs can be found here:
http://www1.uwe.ac.uk/students/academicadvice/assessments/personalcircumstances.aspx

5

Assessment Criteria and Performance Standards for Individual Report
Assessment
Criteria

Mark Performance Standard
70%+
1st

60% – 69% 2.1 50% – 59% 2.2 40% – 49% 3rd 34% – 39%
Marginal Fail

0% – 34% Fail

Executive
Summary &
Introduction
(10%)

Clear, concise
and well-
expressed
executive
summary and
introduction
provided.

Clear
executive
summary and
introduction
provided.

Executive
summary and
introduction
provided.

Executive
summary and
introduction
provided but
is unclear
and/or does
not
accurately
reflect the
report

Brief,
incomplete or
inaccurate
introduction
or Executive
Summary.
Either
introduction
or executive
summary
missing.

No executive
summary or
introduction
provided.

Evaluation of
digital activity
(20%)

Research into
the digital
activity of the
brand is
rigorous,
thorough and
extensive with
exceptional/ins
ightful
supporting
data, citations,
references and
evidence.

Exceptional
insightful
critical
discussion and
analysis with
evidence of
synthesis

Research into
the digital
activity of the
brand is
rigorous and
thorough
with good
supporting
data,
citations,
references
and evidence.

Good
discussion
and critical
analysis with
some
synthesis
evident

Research into
the digital
activity of the
brand is
thorough
with some
supporting
citations/refe
rences/evide
nce.

Some
discussion,
critical
analysis
and/or
synthesis
evident but
more
required

Some
research into
the digital
activity of the
brand evident
but little
quantifiable/v
erifiable
research/sup
porting
evidence
presented.

Discussion
and analysis
is largely
descriptive in
nature

Limited
research into
the digital
activity of the
brand with
very
little/poor/no
quantifiable/v
erifiable
research/sup
porting
evidence
presented.

Little
discussion
and/or
analysis is
descriptive in
nature

No evident
research into the
digital activity of
the brand

Comparison of
the brands
digital activity
with their
traditional
activity and
assessment of
integration
(20%)

Excellent
comparison of
the brand’s
digital activity
with their
traditional
activity with
exceptional/ins
ightful
supporting
data, citations,
references and
evidence.

Exceptional
insightful
critical
discussion and
analysis with
evidence of
synthesis

Good
comparison
of the brand’s
digital activity
with their
traditional
activity with
good
supporting
data,
citations,
references
and evidence.

Good
discussion
and critical
analysis with
some
synthesis
evident

Adequate
comparison
of the brand’s
digital activity
with their
traditional
activity with
some
supporting
citations/refe
rences/evide
nce.

Some
discussion,
critical
analysis
and/or
synthesis
evident but
more
required

Some
comparison
of the brand’s
digital activity
with their
traditional
activity but
little
quantifiable/v
erifiable
research/evid
ence
presented.

Largely
descriptive in
nature

Poor/weak
comparison
of the brand’s
digital activity
with their
traditional
activity but
very
little/poor/no
quantifiable/v
erifiable
research/evid
ence
presented.

Descriptive in
nature

No evident
comparison of
the brand’s
digital activity
with their
traditional
activity

Recommendati
ons (20%)

Clear, concise,
insightful and
appropriate
recommendati
ons made that
are fully
supported
by/drawn from
the evidence

Clear, concise
appropriate
recommenda
tions made
that are
supported
by/drawn
from the
evidence

Appropriate
recommenda
tions made
that are
largely
supported
by/drawn
from the
evidence

Recommenda
tions made
but not fully
appropriate/s
upported
by/drawn
from the
evidence

Recommenda
tions made
that are
either
Inappropriate
and/or may
not be
supported
by/drawn

No clear
recommendation
s made/
inappropriate
recommendation
s made

Not
supported/draw

6

provided in the
report

provided in
the report

provided in
the report

provided in
the report

from the
evidence
provided in
the report

n from evidence
in the report

Academic
theory,
conceptual
frameworks
and
referencing
(20%)

Fully
supported
throughout by
extensive and
appropriate
use of theory,
conceptual
frameworks
and references
that goes well
beyond those
suggested on
the course

Accurately and
fully
referenced in
UWE Harvard.

Good use of
appropriate
supporting
theory,
conceptual
frameworks
and
references
throughout
including
some beyond
those
suggested on
the course

Referenced in
UWE Harvard
with few
inaccuracies/
omissions

Mostly
supported by
appropriate
theory,
conceptual
frameworks
and
references
throughout
with little if
any beyond
those
suggested on
the course

Referenced in
UWE Harvard
with some
inaccuracies/
omissions.

Some use of
supporting
theory,
conceptual
frameworks
and
references
but limited
and/or in
appropriate
application.

Referenced in
UWE Harvard
with
inaccuracies
and/or
omissions

Little use of
supporting
theory,
conceptual
frameworks
or references.

Theory
and/or
conceptual
frameworks
applied
inappropriate
ly.

References
are missing
and/or UWE
Harvard style
not followed.

Very little/no use
of supporting
theory,
conceptual
frameworks or
references

Few if any
references
and/or Uwe
Harvard style not
followed.

Structure,
Presentation,
Writing style &
grammar
(10%)

Very good
structure, well
written with
no
grammatical or
spelling errors

Good
structure
with few
issues,
grammatical
and spelling
errors.

Adequate
structure
with some
grammatical
and spelling
errors.

Structure is
mainly
adequate but
difficult to
follow/poor
in places with
grammatical
and spelling
errors

The structure
is
poor/difficult
to follow with
grammatical
and spelling
errors.

Poor structure
that is not
logical/difficult
to follow with
many
grammatical and
spelling errors.