BU7718 Acquisition, Conversion and Retention

A: Assessment Details
Module TitleAcquisition, Conversion and Retention
Module CodeBU7718
Module LeaderKarl Sinnott
Component Number1 of 2
Assessment Type, Word Count & WeightingWritten assignment. 2,000, 40%
Submission Deadline26th March 2020 12 noon
Submission InstructionsTurnitin on Moodle space. 1 file named with student number.
Feedback Return Date28th  April 2020 12 noon
B: Learning Outcomes
  Systematically compare and contrast a range of approaches to acquire, convert and retain customers using digital marketing techniques. Analyse and interpret data and, by the integration of theory and practice, investigate appropriate digital marketing techniques to solve a business issue or help make its operations more efficient / effective.
C: Assessment Task
  Assessment One: Using an organisation to illustrate your discussion, you are required to submit a 2,000 word individual report that applies contextual understanding of digital marketing via the development of a digital marketing acquisition strategy for your chosen case study organisation.   The case study is selected by the student but must be agreed with the Module Tutor. The case study organization must be part an SME or part of the NFP sector, so, a Charity for example.  You can choose to base your analysis on either US, UK, a particular EU market or another country– choose one country base market.   Your report should include the following with a suggestion as to word count allocation as follows:- Section Description Suggested word count allocation 1 Introduction   1  Customer Analysis and Customer Profiling         2. OVP     3. Customer Acquisition Objectives     Brief introduction and context setting     Description and justification of one target persona for a customer acquisition strategy based on a critical analysis of the current segmentation, profiling and targeting approach of the organization and best practice within the sector.   Critical evaluation of the current Online Value Proposition for the Brand.     Develop and justify appropriate short and medium term customer acquisition objectives.   5%   20%                    15%     10%   4. Customer Acquisition Digital Marketing Plan         5. Evaluation Select and justify appropriate digital marketing acquisition techniques to help achieve the objectives in section 3 and the target persona identified in 2(b). . You must select a minimum of 4 different techniques. Only 1 can be Digital Communications related. The other 3 techniques must be from the wider Digital Marketing Mix.   Discussion of the measurement/ control initiatives used to monitor the performance of the campaign. 40%           10%    
D: Specific Criteria/Guidance
In terms of marking allocation, the following gives an indication of how marks are allocated:-  
Written vocabulary and academic style (10%)
Academic referencing skills (10%)
Please refer to the individual Rubric marking criteria below for a fulller explanation of the assessment criteria.
E: Key Resources
Key Resources/Reading Chaffey, D. and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation and Practice (6th Ed). Harlow, UK: FT Prentice Hall Pearson Education   Kingsnorth, S. (2016) Digital Marketing Strategy: an integrated approach to online marketing, London: Kogan Page Gay, R. et al. (2007). Online Marketing: A Customer-led Approach. Oxford, UK: Oxford University Press Smith, P.R & Chaffey, D. (2008). eMarketing eXcellence (3rd Ed.). Oxford, UK: Elsevier Butterworth-Heineman Ryan, D. & Jones, C. (2012). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (2nd Ed.). London, UK: Kogan Page Ltd Henmann, C. and Burbary, K. (2013). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Indiana,USA: Que Publishing Recommended Journals: Journal of Digital and Social MediaJournal of Digital Media ManagementJournal of Communication ManagementJournal of Marketing ManagementJournal of Public Relations ResearchPublic Relations Review Websites: Students are expected to keep abreast of industry changes and best practice guides from websites such as: www.econsultancy.com, www.mashable.com and www.smartinsights.com
F: Submission Guidance
You must submit assessments in Microsoft Word, Microsoft PowerPoint or PDF format.The file must be no larger than 40MB.Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.You must include your Assessment Number (J Number) in the header or footer.Include your word count at the end of the assignment or the front cover.Set up your page for A4 paper in portrait style.The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and footnotes must be 2 points smaller.Line spacing in the body of the assessment must be 1.5 lines.Number the pages consecutively.Students should submit work before 12 noon on the deadline date electronically via Moodle. Please follow the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular attention to any specific instructions for each assignment. You must submit your work with the following details written on the first page:Title of your workModule title and codeModule Leader and Seminar Tutor (if relevant)Number of wordsYour student assessment number (J Number)   Student work that does not have this information on will not be identifiable after marking has taken place and risks being recorded as a non-submission.  
G: Academic Integrity and Penalties
  It is your responsibility to ensure that you are familiar with all of the information contained in this brief as failure to do this may impact on your achievement. Please refer to the various Assessment Guidance below for detailed information on: Academic Integrity APA Reference Guide Excess Word Count Penalties University Generic Marking Criteria Late Work Penalties
H: Rubrics and Criteria
  Please see attached rubric.  

 Distinction 90–100% Evidence of…Distinction 80-89% Evidence of…Distinction 70-79% Evidence of…Merit 60-69% Evidence of…Pass 50-59% Evidence of…Fail 40-49% Evidence of…Fail 30-39% Evidence of…Fail 20-29% Evidence of…Fail 10-19% Evidence of…Fail 0-9% Evidence of…
Knowledge   Knowledge and understanding of Digital Marketing trends and how they drive Digital Marketing Communicationsstrategy.   SCOPE: critical engagement with the primary and secondary sources used to answer the question.Insightful and sophisticated engagement with research and/or practice pertaining to field(s) and disciplines of study;   Sophisticated demonstration and application of knowledge, offering innovative and/or original insights, possibly unparalleled in their application;   A sophisticated degree of synthesis, quite likely of complex and disparate material.      Advanced engagement with research and or practice pertaining to the field(s) and disciplines of study;   Accomplished demonstration of knowledge, contributing towards innovative and/or original insights;   Extremely high degree of synthesis of research material.A high degree of engagement with research and/or practice pertaining to field(s) and disciplines of study;   Excellent demonstration of knowledge, with the possibility for new insights;   A high degree of synthesis relating to research material.Sustained engagement with research and/or practice pertaining to disciplines of study;   An assured understanding of current problems, supported by critical analysis with the potential for new insights;   A sustained application and depth of research material and accuracy in detail.Engagement with relevant knowledge pertaining to discipline and key issues;   Satisfactory understanding and conceptual awareness enabling critical analysis;   Response is appropriate and addresses the range of learning outcomes; where the knowledge is accurate. Work may lack sustained depth.Unsatisfactory engagement with relevant knowledge pertaining to discipline and key issues;   Insufficient understanding and conceptual awareness of knowledge(s) pertaining to the field;   Response does not address the full range of learning outcomes, inaccurate and/or missing knowledge at times.Inadequate coverage of relevant issues, inconsistent understanding shown;   Inadequate understanding of underpinning issues, weak and underdeveloped analysis;   Response does not address learning outcomes, inaccurate and missing knowledge.Lack of relevant research and little understanding shown;   Very weak understanding of key issues, work lacks critical oversight;   Substandard engagement with research material, misunderstanding evident.Severely lacking in relevant research and underpinning knowledge;   Slight understanding of key issues, little attempt at critical analysis;   Slight engagement with research material, inaccurate knowledge and misunderstanding throughout.Negligible understanding of key issues, which is likely to show no critical analysis or engagement with the learning brief;   No engagement with research tasks.
Sources   Reading and use of appropriate sources to  develop the Digital Marketing Communications Strategy   SCOPE: accurate and consistent acknowledgment and referencing of sources.Extensive range and sophisticated use of appropriate sources;   Unparalleled standard of research both in breadth and depth, which demonstrates a very high intellectual engagement and rigor.Extensive range and use of appropriate sources;   Extremely well referenced research both in breadth and depth, which demonstrates high intellectual engagement and rigor.Substantial range and sophisticated use of sources;   Well-referenced research both in breadth and depth, which demonstrates clear intellectual rigor.An assured range of reading, with sustained reference to key and core texts. The work may include current research at the leading edge of the discipline;   Very good referencing in breadth and/or depth, which shows a very good level of intellectual rigor;   Sources acknowledged appropriately according to academic conventions of referencing.A satisfactory range of core and basic texts, which references current research in the discipline;   Sources acknowledged appropriately according to academic conventions of referencing. The work may contain minor errors and be limited in breadth, depth and intellectual rigor.Insufficient range of source reading of core and basic texts;   Sources not acknowledged in line with academic conventions of referencing.Reading material is inadequate and may not include core and basic texts;   Sources inaccurately referenced.Very weak engagement with source reading of core and basic texts;   Inconsistent and/or limited referencing of sources.Severely lacking source reading;   Sources either not present and/or not referenced.Negligible attempt to identify source material;   No indication of source reading.
Methodology   SCOPE: critical engagement in the discipline relating to the digital marketing planning structures and concept and their application.Insightful and sophisticated interpretation, application and evaluation of the possibilities and limitations of the methodologies used by the student and key scholars/ practitioners pertaining to the field(s) of study;   Methods used offer new insights and contributions to knowledge.Advanced interpretation, application and evaluation of the possibilities and limitations of the methodologies used by the student and key scholars/ practitioners pertaining to the field(s) of study;   Methods used contribute towards new insights to knowledge.Excellent interpretation, application and evaluation of the possibilities and limitations of the methodologies used by the student and key scholars/ practitioners pertaining to the field(s) of study;   Methods used may offer new insights or contributions to knowledge.A comprehensive understanding shown and a sustained application of established methodologies and methods applicable to the student’s own research;   Research work planned in scale and scope so that robust and appropriate evidence can be gathered and articulated.A satisfactory application of research techniques and enquiry that are used to create and interpret knowledge in the discipline;   Research work planned systematically in scale and scope so that appropriate evidence can be gathered.Unsatisfactory application of research techniques pertaining to the discipline;   Unsatisfactory research undertaken, resulting in underdeveloped and poorly executed work.An underdeveloped understanding of established methodologies and those used by the student;   Research work is weak and executed inaccurately.Very weak understanding of established methodologies and those used by student;   Substandard research, methods mainly erroneous.Research works show very little planning and understanding;   Erroneous use of methods to explain the work.Negligible understanding of established research methods and those used by the student;   No research methods evident.
Analysis   Critical analysis and interpretation of the trend and its application.   SCOPE: appropriate analytical discussion and interpretation of source material.A sophisticated command of imaginative, insightful, original or creative interpretations;   An unparalleled level of analysis and evaluation;   A sophisticated cogent argument offering new and original contributions to knowledge.Advanced command of imaginative, insightful, original or creative interpretations;   Accomplished level of analysis and evaluation;   A highly developed cogent argument with the potential to bring new and original contributions to knowledge.An excellent command of imaginative, original or creative interpretations;   A high degree of analysis and evaluation;   A sustained argument with the possibility for new insights to knowledge.A convincing and sustained command of accepted critical positions;   A developed conceptual understanding that enables the student to find new meanings in established hypotheses;   A developed and sustained argument with the possibility for new insights to knowledge.An ability to deal with complex issues both systematically and creatively;   A satisfactory evaluation of current research and critical scholarship in the discipline;   Ability to devise a coherent critical/ analytical argument is supported with evidence.  A lack of ability to deal with complex issues;   Judgements not fully substantiated and understood;   The ability to construct an argument is underdeveloped and not supported fully with evidence.A lack of ability to deal with complex issues;   Judgements are not substantiated or understood and the critical position is not made clear;   Weak interpretation of research and work is not supported with evidence.Very weak analysis, possibly limited to a single perspective;   Substandard argument, work lacks scholarly analysis and interpretation;   Episodes of self-contradiction and/or confusion.Slight indication of ability to deal with key issues;   Slight analytical engagement and reflection, work lacks criticality throughout;   Lacks evidence, work shows self-contradiction and confusion.Negligible coverage of learning outcomes;   No attempt to interpret research material.
Communication   Communication skills: creative, written and presented.   SCOPE: communication of intent, adherence to academic subject discipline protocols.A sophisticated response, the academic form matches that expected in published and professional work;   Mastery and command of specialist skills pertaining to the academic form;   Idiomatic and highly coherent, scholarly expression.Persuasive articulation, where the academic form largely matches that expected in published work;   Accomplished command of specialist skills pertaining to the academic form, discipline and context(s);A high degree of skill, the academic form shows exceptional standards of presentation or delivery;   A high command of specialist skills pertaining to the academic form, discipline and context(s).Secure and sustained expression, observing appropriate academic form;   Fluent and persuasive expression of ideas, work shows flair;   Assured interpretation of the style and genre, content, form and technique for specialist and non-specialist audiences as appropriate.    Good expression, observing appropriate academic form;   Predominantly accurate in spelling and grammar, ideas communicated appropriately and satisfactorily;   Satisfactory application of specialist skills with effective technical control.Unsatisfactory demonstration and application of key communication skills;   Recurring errors in spelling and grammar, ideas limited and underdeveloped, possibly poor paraphrasing;   Skills demonstrated are insufficient for the task and work may lack technical judgement.Significant errors evident in the academic form;   Weaknesses in spelling and grammar, lacks coherence and structure, possibly poor paraphrasing;   Work lacks technical judgement.  Very weak observation of academic conventions;   Severe deficiencies in spelling and grammar and expression undermines meaning, possibly poor paraphrasing;   Substandard relationship between content, form and technique.Slight observation of academic conventions;   Weak expression, mostly incoherent and fails to secure meaning, poor paraphrasing;   Slight engagement with the work.Negligible observation of academic conventions;   Incoherent and confused expression, poor paraphrasing;   No discernible demonstration of key skills (pertaining to the discipline);   No engagement with the work.
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