ASSESSMENT BRIEF AND MARKING RUBRIC

Module title: Marketing in a Digital Age and Corporate Social Responsibility (MK7040)

Assessment point: Assessment point 1 (Week 6) Assessment task: Marketing project report

Word count limit: 3000 words +/- 10% (excluding references and appendices) Width: 50% of overall module grade

Procedure in the event of illness or other valid cause (extenuating circumstances)

If you believe that:

• your performance in assessment or reassessment has been impaired, or;
• you were unable to attend for an assessment or reassessment, or;
• you were unable to submit assessed or reassessed work by the scheduled date due to illness or other valid cause (as defined in the Procedures Governing Extenuating Circumstances), may submit an application for extenuation for the relevant component(s) to Unicaf Extenuating Circumstances team (extenuating.circumstances@unicaf.org).

*Once a component has been capped, extenuation does not uncap it.

Academic misconduct including plagiarism

Ensure that you are familiar with the relevant regulations regarding academic misconduct. By submitting the assignment, you declare that it is your own work and that the material and sources of information used, including internet sources, have been fully identified and properly acknowledged. In addition, you confirm that the presented work has not been submitted for any other assessment. You also acknowledge that the faculty reserves the right to investigate allegations of plagiarism and other forms of academic misconduct which, if proven and dependent on the severity level of the offence, may result in a penalty that could affect your progress.

By submitting your work, you acknowledge that you have read and agreed with the above statements.

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General Guidance

Your assignment should be MS Word processed (handwritten assignments are not accepted), using Times New Roman size 12 font, double spaced, with numbered pages and your student number printed as a footer on every page. Note this is a report supported by academic research so you should adhere to the appropriate referencing guidance. The word limit stated for this assignment excludes the list of references at the end of the assignment but includes all text in the main body of the assignment (including direct quotations, in-text citations, footnotes, tables, diagrams and graphs). Please be aware that exceeding the word limit will affect the academic judgement of the piece of work and may result in the award of a lower mark. Appendices are not considered a supplement and will not be assessed as part of the content of the assignment. As such, they will not contribute to the grade awarded; however, it may be appropriate to use an Appendices section for any material which is a useful reference for the reader. Please note that appendices are not included in the word count. The majority of references should come from secondary sources (e.g. journal articles, conference papers, reports, etc.) although you can also utilise area specific textbooks. You must ensure that you use the Harvard style of referencing. Please indicate the word count length at the end of your assignment.

Marking and assessment

This assignment will be marked out of 100% and contributes to 50% of the total module mark. The pass mark is 50%. Nevertheless, in order to pass this module, you must both achieve an aggregate mark of 50% and also meet the assignment threshold marks. For the purposes of passing a module each assignment has a threshold mark of 40%. The marking rubric is attached, which offers guidance on the assessment criteria and weighting.

Late Submission

There will be a stipulated deadline date for all assignments. All assignments will need to be submitted by the set time on the stipulated deadline date. Assignments submitted up to 24 hours late will be accepted, but the assignment mark will be subject to a deduction of 5 marks from the mark awarded.

Learning outcomes applied in this assessment

1. develop a critical understanding of major concepts, frameworks, and methods in marketing and corporate social responsibility, and assess their application in the business environment, including brand value. (IC) (SID) (EID)

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2. examine the role digital marketing and media play in contemporary marketing and business practice, and the social impact of these practices. (IC) (DP) (SID) (CID) (EID)

3. identify key issues and problems related to the lack of responsibility in the approach to corporate business operations, and the risk that unethical corporate conducts poses for our society. (IC) (SID) (CID) (CC) (UGB)

Thinkingskills

4. critically evaluate marketing strategies, including digital marketing solutions – in different business contexts, and address their implications including ethical issues, and reflect on the significance of key historical events. (IC) (DP) (SID) (CID) (CC)

Subject-basedpracticalskills

5. make strategic marketing decisions based on facts and market research; and to commission marketing communication campaigns, including digital marketing solutions. (IC) (SID) (DP)

6. critically assess currently implemented corporate social responsibility solutions and recognise the links between the adoption of certain solutions and the performance of business operations. (IC) (SID) (CID) (CC)

Skillsforlifeandwork(generalskills)

7. adopt a persuasive argumentation; and present it in verbal or written communication. (UGB) (EID)

8. collect, analyse and synthesise data; and take a problem-solving approach to strategic thinking, and creativity. (UGB) (IC)

Assessment guidelines

Produce a 3000-word marketing project report (+/- 10%) (excluding the list of references) which offers students the ability to demonstrate their developing knowledge and application of the teaching and learning material covered in weeks 1 to 5. It also encourages students to develop their thoughts and perspectives on contemporary business issues, and be intellectually creative (underpinned by credible resources).

Task

Students are required to produce a report (LO8/LO7) on the following case:

The role Cambridge Analytica played in the latest American presidential election and the Brexit referendum in the UK.

Political marketing and the use of digital media in political campaigns is not new; however, the way Cambridge Analytica used Facebook users’ data to target users with influential contents that can lead to favourable results to the promoted parties was labelled unethical and illegal. Were developed of key

players from SCL Group, the Republican Party establishment and Christopher Wylie the later whistle- blower.

Micro-targeting methods were used as the company managed to acquire its dataset from social media platforms. CA rise to prominence for high profile and right-wing causes is explained as a consequence of successful test runs in the 2014 US mid-term elections. The impact of Cambridge Analytica is described in terms of the two most controversial campaigns linked to the company with the BREXIT referendum and the 2016 US Presidential Election, as well as the other company activities. Finally, the company’s downfall is followed chronologically through several damning newspaper articles, culminating in the public hearing of Facebook CEO Mark Zuckerberg in early April 2018.

You are requested to watch the video, provided in the material of this week (Facebook’s role inBrexit — and the threat to democracy | Carole Cadwalladr), research the case of CambridgeAnalyticaandwriteareportthat reflectson andanswersthe followingquestions.

Task 1

Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in 2017 and earlier? What could have been done better AFTER the scandal broke (early 2018)?

(Consider the following areas: marketing communication strategy and message, marketing content and communication channels, corporate social responsibility and corporate reputation, the impact on brand awareness and brand trust)

(LO1/ LO2 /LO3)

Task 2

Explain the work and service Cambridge Analytica provided Trump’s campaign. Apart from the legal side, in your perspective, was it right for Cambridge Analytica to provide this work for Trump? How do public goodwill/license to operate and data-driven technology companies interrelate?

(LO4/LO5/LO6)

Task 3

Facebook continues to face major ethical and legal challenges. What challenges Facebook brand is facing today? And what implications these challenges and the case of Cambridge Analytica have for the future of Facebook from your perspective?

(LO 6/LO 7)

Write a 3000-words report (10±) answering the above questions. Build clear arguments in your answers. Strengthen these arguments with sufficient evidence from the case study, your research into the market and the company and from the marketing and corporate social responsibility literature as appropriate.

Well established media (e.g. BBC, Financial Times, New York Times, etc) may be used to develop the context of the discussion, but the material used to underpin the research and analysis should be from academic books and/or peer reviewed academic journals.

Report Format What is a report?

A report is written for a clear purpose and to a particular audience. Specific information and evidence are presented, analysed and applied to a particular problem or issue. The information is presented in a clearly structured format making use of sections and headings so that the information is easy to locate and follow.

When you are asked to write a report, you will usually be given a report brief which provides you with instructions and guidelines. The report brief may outline the purpose, audience and problem or issue that your report must address, together with any specific requirements for format or structure. This guide offers a general introduction to report writing.

What makes a good report?

Two of the reasons why reports are used as forms of written assessment are:

• to find out what you have learned from your reading, research or experience;
• to give you experience of an important skill that is widely used in the work place.

An effective report presents and analyses facts and evidence that are relevant to the specific problem or issue of the report brief. All sources used should be acknowledged and referenced throughout, in accordance with the preferred method of your department.

The style of writing in a report is usually less discursive than in an essay, with a more direct and economic use of language. A well written report will demonstrate your ability to:

• understand the purpose of the report brief and adhere to its specifications;
• gather, evaluate and analyse relevant information;
• structure material in a logical and coherent order;
• present your report in a consistent manner according to the instructions of the report brief;
• make appropriate conclusions that are supported by the evidence and analysis of the report;
• make thoughtful and practical recommendations where required.

The structure of a report

The main features of a report are described below to provide a general guide. These should be used in conjunction with the instructions or guidelines provided by your department.

Title Page

This should briefly but explicitly describe the purpose of the report (if this is not obvious from the title of the work); remember to add your name and student number/assessment number, and which assessment it pertains to.

Contents (Table of Contents)

The contents page should list the different chapters and/or headings together with the page numbers. Your contents page should be presented in such a way that the reader can quickly scan the list of headings and locate a particular part of the report. You may want to number chapter headings and subheadings in addition to providing page references. Whatever numbering system you use, be sure that it is clear and consistent throughout.

Introduction

The introduction sets the scene for the main body of the report. The aims and objectives of the report should be explained in detail. Any problems or limitations in the scope of the report should be identified, and a description of research methods, the parameters of the research and any necessary background history should be included.

Methods

Information under this heading may include: a list of research methods used (e.g. literature review using ProQuest resources and the filter criteria applied for each search) and other sources of information and details of selection/rejection; reference to any problems encountered and subsequent changes in procedure.

Discussion

The main body of the report is where you discuss your material. The literature and evidence you have gathered should be summarised, analysed and discussed with specific reference to the problem or issue. If your discussion section is lengthy you might divide it into section headings. Your points should be grouped and arranged in an order that is logical and easy to follow. Use headings and subheadings to create a clear structure for your material. Use bullet points to present a series of points in an easy-to-follow list. As with the whole report, all sources used should be acknowledged and correctly referenced (remember to use the most credible resources available).

Conclusion

In the conclusion you should show the overall significance of what has been covered. You may want to remind the reader of the most important points that have been made in the report or highlight what you consider to be the most central issues or findings. However, no new material should be introduced in the conclusion. Remember to specifically answer the initial questions posed.

Appendices

Under this heading you should include all the supporting information you have used that is not published. This might include tables, graphs, questionnaires, surveys or transcripts. Refer to the appendices in the body of your report.

List of References

A key feature of academic writing, the list of references should list – in alphabetical order by author – all published sources referred to in your report. There are different styles of using references so be sure to refer to the study guide and check your departmental handbook for guidelines.

Note the suggested structure for your essay:

Section/aspectContentto coverMarksavailable

Introduction General background on the topic 10 Marks

300 words you are going to discuss. Possible

definitions for terms relating to the question. What the report will include and/or leave out (scope). What themes the essay will discuss and the order they are presented.

What the report will argue/demonstrate (thesis statement).

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appropriate academic conventions regarding in-text citations and

referencing.

60 Marks

MainBody	The following structure can be used for
2400 words	discussion of the themes that you have
identified: T– topic (sentence to
introduce the theme or topic of the
paragraph)
E – example (you could mention an
example here to focus the topic)
S– support (bring in supporting
	information	from your		research /
	eg.	theory,	research		studies,
	statistics,					legislation,
	professional				guidelines,
	examples			from		practice)
	T	–	talk		about	the	ideas
	(strengths,				weaknesses,
	importance,					relevance,
	usefulness,	comparison		to	other
	ideas).		Evaluation	and	critical
	discussion		of		the		supporting
	materials	and	how	they relate		to
	the	question	under	scrutiny	–
keep the discussion focused on
	answering		the	question	in	the
essay title.
Conclusions	Links	back		to	the	themes
300 words	identified in the introduction. A
reminder of what the essay has
argued.
A recap of the main themes that have
been discussed.
Formattingand	High quality presentation of the
Referencing	material that conforms to
(list of references not	principles of academic writing
included in word count)	and contains minimal errors in
	sentence construction, grammar
	and punctuation. The
	assignment followed

15Marks

15 Marks

Total: 3000words 100

Marks

MastersGradingScale

Grade	Grade Range
Distinction	70-100 %
Merit	60-69 %
Pass	50-59 %
Not passed	0-49 %

	ModuleTitle:	Marketing in a Digital Age and Corporate Social
Responsibility (MK7040)
AssessmentTitle:	Assessment Point 1	Weighted: 50% 3000 -words
report
Criteriaand	90-100%	80 –90%	70 –79%	60 –69%	50 –59%	40 –49%	20 –39%	0-19%
weighting	Highly	Outstanding	Excellent	VeryGood	GoodQuality	Acceptable	Work does not	Workfails to
	Exceptional	Work	Work	Quality Work	Work	workwithsome	satisfy	meetthe
	Work					goodaspects	assessment	assessment
							criteria	criteria
25%
Comprehensive	Exceptional and	Excellent	Very good	Good	Adequate	Some	Poor quality of	No
Research (journal )	outstanding	integration of	integration of	integration of	integration of	integration of	integration of	integration of
Articles, academic	integration of	the appropriate	the	the appropriate	the appropriate	the appropriate	the appropriate	the
Material, market	the appropriate	data,	appropriate	data,	data,	data,	data,	appropriate
Research, business	data,	contextualised	data,	contextualised	contextualised	contextualised	contextualised	data,
Reports and news	contextualised	with good	contextualise	with good	with good	with limited	with very	contextualise
	with commercial	evidence to	d with	evidence to	evidence to	evidence to	limited evidence	d with very
	awareness,	show	evidence to	show overall	show overall	show awareness,	to show	poor
	business	commercial	show	awareness,	awareness,	business	awareness,	evidence to
	maturity and	awareness,	commercial	business	business	maturity and	business	show
	skill.	business	awareness,	maturity and	maturity and	skill.	maturity and	awareness,
		maturity and	business	skill.	skill.		skill.	business
		skill.	maturity and					maturity and
			skill.					skill.

i i

UNI©AF

50%
Demonstration	All relevant	All relevant	Virtually all	Most of the	Some of the	Omissions and	Many	Major
of knowledge	theories/concept	theories/conce	relevant	relevant	relevant	inaccuracies in	deficiencies and	deficiencies
and application	ual models	ptual models	theories/conc	theories/conce	theories/conce	the presented of	omissions in	and
of relevant	accurately and	accurately and	eptual models	ptual models	ptual models	theories/concept	theories/concept	omissions in
theories,	extensively	extensively	accurately	accurately	accurately	ual models.	ual models.	theories/conc
concepts and	presented.	presented.	and	presented.	presented. A	Some level of	Delivery of	eptual
other supporting	Exceptional	Excellent	extensively		reasonable	delivery of	applied theory is	models.
	materials.		applied					wholly
			theory.					absent.
25%
Use of the	Exceptionally	Highly	Very	High standard	Good standard	Reasonable	Low quality of	No
prescribed	innovative.	innovative.	innovative.	of innovation.	of innovation.	standard of	innovation. Poor	reasonable
format and	Outstanding	Very	Strongly	Professional	Appropriate	innovation.	and inadequate	attempt at
derived	professional and	professional	professional	and	delivery and	Reasonably	delivery and	innovation.
conclusions, and	appropriate	and	and	appropriate	language.	appropriate	language.	Poor and
overall quality	delivery and	appropriate	appropriate	delivery and	Many	delivery and	Referencing	inadequate
of the answer:	language.	delivery and	delivery and	language.	referencing	language.	very poor.	delivery and
development of	Accurate	language. Very	language.	Referencing	errors.	Referencing was		language.
the paper, the	referencing	well referenced	Well	most accurate.		inaccurate		Referencing
resources	throughout.	throughout.	referenced			and/or		absent.
applied and			throughout.			inconsistent.
referencing

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