| Programme: | MSc Digital Marketing; MSc Business with Analytics |
| Module Code: | BM9706 |
| Module Title: | Marketing Metrics and Analysis |
| Distributed on: | Teaching Week 1 (via the e-learning portal) |
| Submission Process, Time and Date: | 4,000 Words Business Report – submitted electronically via the e-Learning Portal: Click on the tab titled, “Summative Assessment” on the spine of the site, and follow through to the link titled, “Submission – BM9706 Summative Assessment” – NOTE: this link will be accessible to students only after teaching week 12. *Please only submit your final version of the assignment (main report + appendices and references) as a single MS Word or PDF document. *Please make sure to take a screen print or save the electronic confirmation of submission. Submission Deadline: Thursday 27th May 2021 – 11:59 a.m. It is your responsibility to ensure that your assignment is submitted before the submission deadline stated above. A relevant extract of the University’s policy on late submission of work is included in this document. |
| Word Limit: | 4,000 words (+ 10%) |
| Weighting | 100% |
This assessment is designed to assess the following Module Learning Outcomes:
- MLO 1: Have developed a critical understanding of marketing metrics, evaluation, and analytics, particularly in the context of digital marketing.
- MLO 2: Develop appropriate analytical and critical evaluation skills to support organisational decision making for marketing.
- MLO 3: Analyse and assess digital marketing strategies through deployment of relevant web/mobile analytical software and communicate the outcomes of this evaluation to a relevant business audience.
- MLO 4: Make relevant decisions about taking forward or enhancing marketing campaigns based on this assessment and associated consultation.
The Brief: Google Merchandise Store
The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products and stationery across the globe.
As one of the world’s largest companies (Statista, 2019), Google employs over 170,000 people. However, the Google Merchandise Store contributes a very small part of their overall revenue, generating around £4,000 revenue per month.
The CEO of the company, Sundar Pichai, is of the opinion that the company’s marketing strategy should try and improve merchandise sales in the future. He has recruited you as a consultant to carry out some digital marketing analysis and advise him on the digital marketing strategy of the Google Merchandise Store. Sundar has provided some specific details and instructions, which are set-out below, to guide your analysis.
- Given its importance as a storefront, the Google Merchandise Store’s website should adhere to a high standard of accessibility and user experience (UX) in the retail industry. He feels that an accessibility and UX evaluation of his closest competitors’ websites would tell him what the industry benchmark is. This in turn will set the standard for improving his company’s website. You are required to carry out this accessibility and UX analysis on the top two players in the fashion/merchandise industry (based on your own evaluation) and report on the results of your analysis in comparison to the Google Merchandise Store. (10 marks)
Sundar would also like you to conduct some social listening into this industry, and report on the state of social media engagement, looking at most popular social networks, sentiment, influencers, engagement and content types. (10 Marks)
- Sundar believes that quantitative metrics paint only part of the picture, and some qualitative analysis can yield insights, particularly into the mind of the target market. Accordingly, he would like you to conduct some sentiment analysis of social media comments (e.g. content or sentiment analysis), and report on the qualitative insights you have derived. (10 Marks)
- In the next level of your analysis, you are required to assess the state of the Google Merchandise Store from a strategic digital marketing perspective. For this purpose, Sundar has given you access to the Google Merchandise Store’s Analytics account. You are expected to conduct a detailed analysis, querying the data as you see appropriate, and extract insights into the performance of The Google Merchandise Store. This analysis should be provided in the form of a Google Data Studio Report Dashboard, which should exceed no more than 5 pages and be attached as an appendix to your main report. You may also wish to supplement your Analytics data from other additional sources as you see fit. (35 Marks)
- Having conducted several types and levels of analyses thus far, synthesise your key findings and provide recommendations for the next twelve months for Google Merchandise Store.
You are encouraged to focus your recommendations on such matters as:
- Customer segments
- User behaviour
- Landing pages and exit pages
- Search engine ranking positions
- Allocation of advertising budget
- Marketing channels
- E-Commerce performance
You may also highlight any other direction of strategic development based on your findings. Present your recommendations with good justification and business-sense. (35 Marks)
Module Specific Assessment Criteria
| Section of the Report | 0 – 39% (Standard Not Met) | 40 – 49% (Standard Not Met) | 50 – 59% (Standard Met) | 60 – 69% (Standard Met) | 70 – 79% (Standard Exceeded) | 80 – 89% (Standard Exceeded) | 90 – 100% (Standard Exceeded) |
| Web-accessibility and UX analysis /20 | Student fails to include an analysis covering all relevant points or shows no or little appreciation for appropriate usage of evaluation tools. | A poor standard of analysis which is evident of only a cursory attempt that does not addresses all relevant points. | Some relevant analysis carried-out, but is not thorough in addressing all relevant points in the requirements-set. | Analysis is generally acceptable and all relevant points seem to have been addressed. Although some points need further development. The overall analysis could have been better. | The analysis covers all relevant points. A good range of tools and techniques utilised. Good level of understanding of the analysis and output. | A professional and all-encompassing analysis is provided. Every relevant point is addressed clearly and to a very high standard. The range and manners of tools deployed is exceptional, and so is the understanding of the output. | Meets all requirements needed for 80-89% range, but additionally demonstrates an outstanding level of originality and initiative. |
| Social media comments/textual analysis /10 | Student fails to include an analysis or does not address the requirements satisfactorily at all. . | A poor standard of analysis which is evident of only a cursory attempt that does not addresses the requirement. | Some relevant analysis carried-out, but is not thorough in addressing the requirements-set. | Analysis is generally acceptable and process seems to have been carried out adequately. The overall analysis could have been better. | The analysis covers relevant requirements. A good use of the appropriate tools and techniques. Good level of understanding of the analysis and output. | A professional and exceptional analysis is provided. High level usage of the tools and techniques, and understanding of the output | Meets all requirements needed for 80-89% range. In addition, demonstrates an outstanding level of originality and initiative in social media text mining, resulting in output that far exceeds the requirements at this level. |
| Quantitative analysis /35 | Student fails to include an analysis or does not address the requirements satisfactorily at all. | A poor standard of analysis which is evident of only a cursory attempt that does not addresses the requirement. Poor understanding of quantitative data. | Some relevant analysis carried-out, but is not thorough in addressing the requirements-set. Use of quantitative data is adequate. | Analysis is generally acceptable and a several queries have been carried out. The overall analysis could have be improved. | The analysis covers all relevant requirements. A good use of quantitative data and associated techniques. Good level of understanding of the analysis and output. Variety of queries have been conducted. | A professional and exceptional analysis is provided. Very high level usage of quantitative data and techniques, and understanding of the output. | Meets all requirements needed for 80-89% range, and also demonstrates an outstanding level of initiative and mastery of quantitative data, generating outstanding levels of output and insights fit for the context. |
| Synthesis of findings and recommendations for marketing strategy /35 | Little or no synthesis and no adequate insight evident. No recommendations. | Poor synthesis and recommendations are unjustified and lack business sense. | Some synthesis of findings but recommendations could have been much better. | Synthesis of findings is acceptable and some relevant recommendations have been made. | A good level of understanding in bringing together all of the findings into coherent insights. Good, relevant recommendations. | Exceptional level of synthesis and recommendations addressing all points and above the requirements. | Meets all requirements needed for 80-89% range, but additionally demonstrates an outstanding level of creativity, initiative, as well as synthesis of relevant arguments into a brilliantly-fitting marketing strategy. |
| Overall mark: /100 | Comments: |
Late submission of work
Where coursework is submitted without approval, after the published hand-in deadline, the following penalties will apply.
For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without approval, 10% of the total marks available for the assessment (i.e. 100%) shall be deducted from the assessment mark.
For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.
The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if assessments on Pass/Fail are submitted up to 1 working day (24 hours) afterthe published hand-in deadline.
Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without approval will be regarded as not having been completed. A mark of zero will be awarded for the assessment and the module will be failed, irrespective of the overall module mark.
For clarity: if the original hand-in time on working day A is 12 noon the 24 hour late submission allowance will end at 12noon on working day B.
These provisions apply to all assessments, including those assessed on a Pass/Fail basis.
Word limits and penalties
If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment and the assignment cover sheet. The word count does not include:
| Title and Contents page | Reference list | Appendices | Appropriate tables, figures and illustrations |
| Glossary | Bibliography | Quotes from interviews and focus groups. |
Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count/page count.
If this word count/page count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct.
If the word limit/page count of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.
Students must retain an electronic copy of this assignment (including ALL appendices) and it must be made available within 24hours of them requesting it be submitted.
Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.
Academic Misconduct
The Assessment Regulations for Northumbria Awards (ARNA) contain the Regulations and procedures applying to cheating, plagiarism and other forms of academic misconduct.
The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/
You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle Business School. Assignments in which evidence of plagiarism or other forms of academic misconduct is found may receive a mark of zero.
Mapping to Programme Goals and Objectives
This assessment will contribute directly to the following postgraduate programme goals and objectives.
Goal 1: To develop the skills necessary for employment and career progression
Students will be able to:
| 1. | Demonstrate awareness of personal strengths and weaknesses and the ability to engage in continuing self-development | |
| 2. | Demonstrate the development of inter-personal and intra-personal skills | |
| X | 3. | Demonstrate competence in contemporary analytical and ICT applications |
Goal 2: Be culturally and ethically aware
Students will be able to:
| 1. | Demonstrate their ability to work in culturally diverse groups and teams and make appropriate and personal contribution to team effectiveness | |
| 2. | Reflect on their own ethical values | |
| 3. | Understand the wider impact of individual or organisational decision making on social and environmental contexts |
Goal 3: Have developed leadership and management capability
Students will be able to:
| X | 1. | Analyse and communicate complex issues effectively |
| 2. | Demonstrate decision making, problem solving and project management skills |
Goal 4: Have developed and applied knowledge of international business and management theory
Students will be able to:
| 1. | Acquire, interpret and apply knowledge of international business, management and organisational functions | |
| X | 2. | Demonstrate an understanding of the impact of innovative and contemporary research on the business and management community |
| X | 3. | Acquire, interpret and apply specialist functional knowledge in relation to their programme of study |
Goal 5: Have developed a range of research skills and project capabilities
Students will be able to:
| 1. | Plan and complete a major piece of research or project on a contemporary business, financial, management or leadership topic | |
| X | 2. | Demonstrate skills of analysis and synthesis in the application of research methods to the exploration of contemporary business and management issues |
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