Digital Marketing Strategy and Planning

Digital Marketing Strategy and Planning

WESTMINSTER BUSINESS SCHOOL

SCHOOL OF MANAGEMENT AND MARKETING

Module title: Digital Marketing Strategy and Planning

Module code: 6MARK019W

Assessment title: Individual Portfolio

Assessment weighting: 50%

Assessment deadline: Tuesday, 28th November 2023 13:00 UK Time.

Submission method: Blackboard

Date and form of feedback: 19th December 2023. Written on Blackboard

Assessment format: Individual campaign strategy document (poster or slides) + video recorded presentation

Length of presentation: 10-minute recorded video presentation

Semester 1, 2023/2024

ASSESSMENT BRIEFING

Assessment Summary

Can you help KFC get more finger lickin’ chicken delivered to customers?

KFC launched their own delivery service last summer (2022). It’s accessible via the KFC app. KFC are looking to increase the share of total delivery orders with a focus on deliveries through the app. They are aiming to achieve this by:

  • Increasing the number of customers that are ordering delivery.
  • Increasing the frequency of delivery orders across all customers.

Your task is to build a campaign that runs across any given quarter (your choice) to increase the number and frequency of delivery purchases via the KFC App?

But remember, despite having their owned delivery service, KFC still rely on delivery partners such as Deliveroo, Just Eat, etc. to deliver to consumers across the UK. This campaign needs to promote KFC delivery, but not compromise the valuable relationships with this delivery providers.

The Details of the brief

  • Objective: Increase the share of KFC app delivery transactions from 10% of total transactions to 15% whilst maintaining or increasing the average delivery value of £22. Current weekly transactions are 500k – this includes both in store and delivery transactions.
  • Campaign: We would like to see a campaign that spans any given quarter of the year (please specify which quarter you have chosen and why). The campaign should target relevant audiences (please specify which audience(s) you are targeting, how and why) to maximise the ROI and feel distinctively KFC. This campaign is limited to the UK and Ireland.
  • Budget: £1.2 Million (this will need to cover all costs for production and media placement of all proposed marketing material incl. 3rd party costs)
  • Channels: Consider all channels appropriate for your creative idea and for the KFC brand and consider how these channels may impact the existing partnerships Deliveroo and Uber Eats
  • Mock Ups: Create Mock Ups for your campaign. They could be in any form.
  • CTA: To be clear, we want to drive people to the KFC UK/Ireland app to purchase and have it delivered through KFC’s delivery service. We’d expect your response to show a strong awareness and understanding of the functionality within the app and of the KFC Rewards Arcade (KFC’s loyalty programme).
  • Database: 10Mil customers in the app.
  • Data-driven: Your campaign strategy should also be purely data-driven to convince the client of its potential of success.

What success looks like: We are excited to see all of your creative ideas come to life. We will also expect you to demonstrate the ROI for the campaign and have outlined any assumptions you’ve made to get to this.

Assessment format and design

  1. Individually, students will create their own posters or slide document.
  2. This document will then be recorded in a 7 – 10-minute video to communicate and add context to your plan. Student face MUST show in video recording.
  3. You can choose any preferred software to design your posters or slides and record your video. For example: PowerPoint, canva.com, adobe or any software that you are familiar with. However, they must all be downloaded from the platform and then uploaded on Blackboard. External links will not be accepted 

LEARNING OUTCOMES ADDRESSED:

The first assessment is a portfolio of presentations and recommendations based on case studies and exercises during the workshops as the student selects and applies techniques and tools. Formative feedback both during workshop exercises and written feedback on the portfolio helps the student’s learning process. This assesses learning outcomes 1-5

ASSESSMENT CRITERIA

The assessment criteria and weightings show you what is important in the assessment and how marks are shared across each criterion. When you are completing your assessment remember you need to fulfil the brief and the assessment criteria below. At the end of this document, we have provided you a more detailed marking grid, which describes both the expectation for each criterion and how marks would be awarded based upon performance.

CriterionWeighting
Brand Analysis: Including what sector your brand sits in, the key competitors for your brand, where you want your brand to be positioned  20%  
Target audience: who do you want to target, what are they like, what do they believe (and what you want them to believe), how do they behave (and how do you want them to behave).  15%
Campaign Strategy: What channels have you chosen to deliver this campaign and what is the justification for their selection? What about your campaign supports the values you want your target audience to believe in? What are the rational and emotional promises you want to deliver and what do you have that supports them? What problem does your product solve for your target customers?  25%
Budget: How is the budget going to be realistically allocated to effectively deliver the campaign. Is the budget suitable for your marketplace, your company and your objectives?  10%
Delivery of the Brief: Personal professionalism, confidence in presenting (voice, mannerisms), quality of supporting document (visuals used), consideration of key data to support assertions (research/references).  20%
References: Evidence of data driven strategy using multiple sources and cited on the documents and at the end of the document   10%
Total100%

The University has arrangements for marking, internal moderation and external scrutiny. Further information can be found in Section 12 of the Handbook of Academic Regulations

INDIVIDUAL PORTFOLIO MARKING RUBRIC

(The rubric based on the above marking criteria is underdevelopment as I would like to be as thorough as possible to ensure transparency and consistency in marking)

DEFER / REFER ARRANGEMENTS IF THE STUDENT DOES NOT PASS THE ASSESSMENT AND THE MODULE

As per the University Calendar, the refer / defer period for this module will be in July 2024. More detailed information will be available on Blackboard site by the 21st June 2024.

ANONYMOUS MARKING

  • As the Portfolio for this module is assessed on the video recording submission, it is exempt from anonymous marking.

REFERENCING REQUIREMENTS FOR THE ASSESSMENT

Statements, assertions and ideas made in coursework should be supported by citing relevant sources. Sources cited in the text should be listed at the end of the assignment in a reference list. Any material that you read but do not cite in the report should go into a separate bibliography. Unless explicitly stated otherwise by the module teaching team, all referencing should be in Cite Them Right referencing format. If you are not sure about this, the library provides guidance (available via the library website pages):

THE DEADLINE AND SUBMITTING YOUR COURSEWORK – CHECKS

Unless indicated otherwise, coursework is submitted via Blackboard.

The deadline for this assessment is 28th November 2023 at 13:00 UK time. This means that your work should be fully uploaded before 13:00. The University would treat your submission as late, if your work has not been fully uploaded and stored on the server before 13:00. In order to avoid your submission being marked as late, you should upload your work as soon as possible before the deadline and must not wait until or just before the deadline to start uploading your work.

At busy times the coursework submission process may run slowly. To ensure that your submission is not recorded as a late submission, avoid submitting very close to the deadline.

To submit your assignment:

  1. Log on to Blackboard at
  2. Go to the Blackboard site for this module;
  3. Click on the ‘Assessment’ area for the module;
  4. Click on the link “Individual Portfolio” for the assignment to submit.
  5. Follow the instructions, ensuring that you have selected the correct file to upload.

PENALTIES FOR LATE SUBMISSION AND ADVICE ABOUT MITIGATING CIRCUMSTANCES

Any assessment submitted late online will be penalised unless you submit a claim for Mitigating Circumstances (MC) and the claim is accepted by the Registry. Check this page for more information about mitigating circumstances:

If you do not submit an MC claim or if your MC claim is rejected, then your work will be penalised. If you submit your assessment late but within 24 hours or one ‘working’ day of the specified deadline, 10% of the overall marks available for that assessment will be deducted as a penalty for late submission, except for work which is marked in the marginal pass rate range 40-49%. In this case the mark will be capped at the pass mark 40%.  

If you submit your coursework more than 24 hours late after the specified deadline you will be given a mark of zero for the work in question, unless the Mitigating Circumstances claim has been accepted officially by the Registry

DIFFICULTIES IN SUBMITTING ASSIGNMENTS ON TIME

If you are having technical difficulties with submission, please email the module leader Dr Dunni Omebere-Iyari on and ask for advice.  

If you have difficulties for reasons beyond your control (e.g. serious illness, family problems etc.) that prevent you from submitting the assessment, make sure you apply to the Mitigating Circumstances board with evidence to support your claim as soon as possible. Further details can be found on the following URL:

If you do not submit the coursework on time log a call via the IT Service Desk that can be found on this webpage

Please make sure that your message is very specific. The Service Desk will then email you confirmation that you will be able to use as supporting written evidence for your MC claim. You should take screenshots or make short videos that capture the issue, such as the error messages on the screen, as you may use them as supporting written evidence for your MC claim.

ACADEMIC SUPPORT & FEEDBACK ARRANGEMENTS

For this assessment there will be an opportunity for an academic support & feedback session with your teams in Weeks 8 and 9 Seminars- which will carry a weighted mark of 10% in your first assessment, where you will receive support and feedback on your assessment prior to submission. There will also be opportunities to receive academic support during lectures through allocated questions and answers sessions and through the discussion board on the module blackboard site.

After submission, summative feedback will be provided online via blackboard, where feedback takes the form of an indication of performance on the provided marking grid. You will also receive a number of feedback on key points of strength, weakness and academic skills you can improve upon. We aim to provide you this feedback within 15 working days and after the feedback has been released online on 19th December, 2023. If you are unsure about how to see your provisional marks and feedback, the following LINK will explain how you cand do this –

General feedback for the entire module will also be made via blackboard to the module, which will discuss the key areas of shared strengths, weaknesses and academic skills improvements. This general feedback is likely to be issued before your specific summative feedback and we would strongly encourage you to read this feedback to improve your understanding of the module and potentially areas of weaknesses in your academic skills which you could develop before your next submission within your course.

ACADEMIC INTEGRITY

What you submit for assessment must be your own current work. It will automatically be scanned through a text matching system to check for possible plagiarism.

Do not reuse material from other assessments that you may have completed on other modules. Collusion with other students (except when working in groups), recycling previous assignments (unless this is explicitly allowed by the module leader) and/or plagiarism (copying) of other sources all are offences and are dealt with accordingly. If you are not sure about this, then speak to your class leader.

University of Westminster Quality & Standards statement

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, will be penalized.  It is your responsibility to ensure that you understand correct referencing practices. As a University level student, you are expected to use appropriate references and keep carefully detailed notes of all your sources of material, including any material downloaded from the www.

Plagiarism is defined as submission for assessment of material (written, visual or oral) originally produced by another person or persons, without acknowledgement, in such a way that the work could be assumed to be your own. Plagiarism may involve the unattributed use of another person’s work, ideas, opinions, theory, facts, statistics, graphs, models, paintings, performance, computer code, drawings, quotations of another person’s actual spoken or written words, or paraphrases of another person’s spoken or written words.

Plagiarism covers both direct copying and copying or paraphrasing with only minor adjustments:

  • a direct quotation from a text must be indicated by the use of quotation marks (or an indented paragraph in italics for a substantive section) and the source of the quote (title, author, page number and date of publication) provided;
  • a paraphrased summary must be indicated by attribution of the author, date and source of the material including page numbers for the section(s) which have been summarized.

Generative AI in your Studies

The University insists on original work from students, requiring independent thought and proper source citation. Outsourcing assignments to machines or third parties constitutes cheating, undermines critical thinking skills, hinders student development, and diminishes their potential contributions in both the academic and professional world.

The University recognizes that students may legitimately use GenAI in a number of ways including for example: Assisting with grammar and spelling, utilizing it as a search tool for researching assignment topics, helping with planning and developing the outline structure of a written assessment, generating ideas for graphics, images, and visuals, obtaining explanations of concepts, debugging code, overcoming writer’s block. These specific applications of GenAI can support students in their academic endeavours. However, it’s important to note that while these uses are permissible, students must still adhere to the principles of academic integrity and properly cite any sources or references derived from the assistance provided by GenAI. For more information on the University’s position on the use of AI, please check the Student Hub.

Please note that some subject areas/specific taught modules will potentially have other legitimate ways for you to use GenAI and that details of this will be communicated to you by module leaders where necessary.

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