Digital Marketing Assessment Brief
| Title of assessment: Digital Marketing Presentation and Written Marketing Strategy Proposal |
| Weighting of assessment This assessment is comprised of two parts which, combined, accounts for 50% of the overall module mark. Written marketing strategy proposal – 30% of module mark Pitch/presentation – 20% of module mark |
| Overview and learning outcomes assessed |
| The assessment places you the student in the real world role of a digital marketing consultant and is linked to the following module learning outcomes: To be able to identify the relationship between internet marketing and digital marketing.To recognise and describe the micro and macro internet environment.To develop the ability to integrate different elements of the online marketing mix, leveraging these techniques to achieve digital marketing objectives.To develop essential skills and techniques for work placements involving a website |
| Requirements 1. Pitch/ presentation – 20% of module mark Oral presentation which demonstrates how a proposed digital marketing campaign will achieve the objectives of the brief. The presentation will be 10 mins long and must clearly articulate the group’s digital marketing plan using the S.O.S.T.A.C framework. 2. Written marketing strategy proposal – 30% of module mark Study the brief below and create a digital marketing strategy to achieve the company’s objectives. Digital Marketing Assignment 1 Shirts Online Background Shirts Online entered the market four years ago selling ‘affordable’ shirts. Their proposition is to provide both men and women with a selection of quality formal and casual shirts in a wide range of styles and colours. Shirt styles include formal and casual long and short-sleeved shirts, together with t-shirts, polo shirts and sweatshirts. Although Shirts Online is still a relatively small online business it has already built a strong brand position. Its competitors on one side include classic shirt providers such as Charles Tyrwhitt, Joseph Turner and Thomas Pink, through to specialist online companies selling casual wear. It also competes with high street stores. In 2020, the company turnover was £800,000, resulting from the sale of 31,500 items via just over 10,500 orders. This is forecast to hit almost £1m in 2021, from 12,685 sales, representing just over 25% growth. The latest statistics show that: 1. Shirts Online has over 30,000 customer records on its database, of which 6,300 have been added in the last year 2. 50% of sales come from existing customers and 50% from new acquisitions. Their current online marketing communications mix includes: Email – regular emails to its current list of 23,800 opted-in email subscribers with latest products, ideas and promotions Search Advertising – utilising paid search across a few keywords They do not use very much social media although have started up a Twitter page following a number of customer complaints that were posted on that channel. The complaints were predominantly about delayed delivery and the company has recently changed its courier service. They have not used any display advertising. The customer base is made up primarily of: Age 25 – 55 (even split between males and females)Average household income over £50,000 Your Task You have been appointed as the new digital marketing agency for, Shirts Online. They have set an aggressive target of a 30% increase in turnover for 2021. They have allocated an online marketing budget of £200,000 to run March 2021 – March 2022. Prepare a digital marketing plan to deliver this growth. In your plan, you should include: A situation analysis identifying the key issues and objectives to be addressed in your digital marketing plan and a summary of your strategies to include:Identification of target market/sGeneration of incremental revenue from the existing databasekey propositions/message strategy (80 marks) An action plan outlining timing & delivery for key media channels and a simple budget of activities. (20 marks) |
| Assessment criteria |
| 1. Individual written marketing strategy proposal – 30% of module mark Digital Marketing strategy using the SOSTAC framework.You are expected to produce 2000 words (plus or minus 200 words). Standard university marketing criteria will be used. 2. Pitch/presentation – 20% of module mark Group presentation will be marked against the following criteria: Content, Coherence, Creativity, Delivery: speaking and question/response skills, Balance between speakers and Timeliness. See rubric in the appendix. |
Appendix 1
Presentation Evaluation Criteria (rubric)
| 70-100 First class | 60-69 Second class | 50-59 Second class | 40-49 Third class | 35-39 35-39 Unsatisfactory | |
| Content | Each section of the SOSTAC framework is clearly and competently addressed: Clearly demonstrates an understanding of client problems, target segment. Strategy is creative and realistic. Integration of theory. Evidence of study beyond the standard material; . | Most sections of the SOSTAC framework is clearly and competently addressed but there is less evidence of detailed analysis and theory integration: an understanding of client’s needs, environment and target segment is not properly demonstrated, strategy lacks depth and could be, unclear or unrealistic in parts, Little evidence of study beyond the standard material | A few sections of the SOSTAC framework clearly and competently addressed. Lacks understanding of client’s problems and/or presents insufficient development of strategic implications. Fundamental misunderstanding of the concepts. | Sections of the SOSTAC framework not competently addressed. Contains some serious errors or a fundamental misunderstanding of the concepts, and usually some minor ones. May not include information in the appropriate sections of the presentation. Recommendations are unrealistic. | Fails to address the brief. Contains many serious errors or flaws, and usually many minor ones. Includes many fundamental mistakes and evidence of a fundamental misunderstanding of the concepts. |
| Coherence | A clearly developed message that flows naturally. The transitions are smooth. The presentation is succinct and not choppy. | The flow and transitions are generally smooth but less polished and practiced. | The flow and transitions have one or two major errors. The presentation shows little polish and practice. | The flow and transitions contain serious flaws. | There is little cohesion between the speakers and the material. |
| Creativity | Made points in a creative way. Capable of holding the audience’s attention throughout. | Presented points in fairly interesting ways Might have held the audience’s attention for most of presentation. | Some related facts but went off topic and may have lost the audience’s attention. Presented with little or no imagination. | Little creativity or enthusiasm displayed. | Went through the motions of delivering the presentation. |
| Delivery, speaking and question/ response skills | Poised, clear articulation, proper volume, steady pace, good posture confident | Above average delivery, speech is mostly clear, articulate, infrequent occasions of poor posture/body language. Mostly confident. | Average delivery, speech unclear at points, several occasions where posture and body language wanes. | Poor body language, inarticulate, speaking volume is low and speaker/s lacks confidence. | Speaker/s are disengaged, speech is largely unintelligible, poor or distracting body language. |
| Balance between speakers | Each speaker appears to have a command of the entire case and their contribution to the strategy and presentation. | The majority of the team has command of the entire case and their contribution to the strategy and presentation. | Two or three team members have command of the entire case and their contribution to the strategy and presentation. | One or two team members have command of the entire case and their contribution to the strategy and presentation. | The entire team generally lacks a command of the case. |
| Timeliness | Within 2 minutes + of the 10 minute allowance | Within 3 minutes + of the 10 minute goal. | Within 4 minutes + of the 10 minute goal. | Within 5 minutes + of the 10 minute goal. | Within 6 minutes + of the 10 minute goal. |
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