Marketing and the Digital Context – Portfolio (Marketing Plan) Deadline This Week, 17:00pm Submission Method Via Turnitin Project Staff Aditya Singh
Module Title Marketing and the Digital Context Level / Semester Level 4, Semester 1 Module Code DIM22101/BSM22101 Credit / Weighting 20 credits Module Leaders Aditya Singh Date of Issue: This Month
Project Brief Introduction: Digital marketing is a constantly evolving and expanding area across all sectors, changing the way businesses and consumers engage. Still, the basic principles of Marketing apply equally to the digital and the physical space, and the companies that can successfully incorporate them in their strategies and tactics are the ones enjoying sustainable advantages. Summative graded assessment To demonstrate your understanding of this module, you are required to build a portfolio of your work throughout the semester. Specifically, the portfolio will be one document that consists of:
- Two Quizzes – LO1, LO4. Throughout the semester you will have 3 quizzes with questions relevant to the topics covered in class. Select the 2 you performed the best and include the results in your portfolio. Quiz dates: Quiz 1 (Week 5) – Dates will be displayed on Connect. Quiz 2 (Week 7) – Dates will be displayed on Connect. Quiz 3 (Week 8) – Dates will be displayed on Connect.
- One activity – homework – LO2 On week 9, you have the following homework:
- Write your own Google search ad for your ‘assignment company / product’ and briefly explain what you are trying to achieve with this ad:
o For which stage of the customer journey is the ad more relevant?
o What keywords are you targeting?
o What are you trying to achieve (what will you measure)? Add this to your final portfolio. - One final assignment (LO2, LO3) You will individually develop your formatives’ presentation* and add to your portfolio together with the following elements, many of which we’ll have the opportunity to develop in class:
o Select one stage of the customer journey and describe a priority marketing programme/campaign that you will run to ensure a positive experience, progress on the journey and achieving your marketing objectives. Make sure you address the following points:
▪ What’s the theme of the campaign?
▪ Which stage of the customer journey does it aim to influence?
▪ Which channel(s) does it involve?
▪ What activities does it involve (briefly describe how you will set it up)?
▪ How long will it run?
▪ What is the goal per channel/activity?
▪ How are you going to monitor and measure success per channel/activity?
o What type of content would you use to address the buyer’s needs at this stage? ▪ Write a brief blog post and the respective social media post to promote it. Add this to your final portfolio. - Formative, ungraded assessment (group activity on week 6): Marketing a new business You are thinking of starting a new business. It’s going to be small to begin with as you don’t have a lot of capital. It can be an online only business, hybrid or physical. What type of business is up to you (for example interior design services, photography studio or a mobile game). You will be asked to present your brand and your market using the learnings from the first half of the semester. A more detailed description will be provided in class. Important:
- Use of AI: Claiming AI generated output as one’s own original work without full and transparent acknowledgement of any instructed contribution from AI technology will be flagged as academic misconduct.
- Originality: Your ideas, critical thinking, use of primary and secondary sources, and ability to apply theory to practice are important parameters for the assessment of your report. Highly theoretical and generic reports will not be successful.
- Referencing: Your work should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
Module Learning Outcomes By the end of the module, students will be able to: Assessment Criteria LO1 Evaluate and reflect on existing marketing campaigns, with an understanding of the underlying techniques and theories underpinning them. 1. EXPLORE (weighting: 40%) Research & Analysis Subject Knowledge Critical Thinking & Reflection
LO2 Draft a marketing plan, outlining key concepts and frameworks with justification based on marketing theory. Problem Solving
- CREATE (weighting: 40%) Ideation Experimentation Communication & Presentation
- INFLUENCE (weighting: 10%) Social, Ethical and Environmental Impact
- INTEGRATE (weighting: 10%) Entrepreneurship & Enterprise Collaboration Working effectively with others LO3 Develop marketing ideas with a sound understanding of their social and environmental impact, and to act ethically when designing and delivering content.
LO4 Begin to develop connections between marketing and wider business-related requirements and considering these in line with market planning.
Essential Reading List Kotler, P., Armstrong, G., and Balasubramanian, S. (2024). Principles of Marketing. 19th European edition. Pearson. Donald Miller (2017). Building a Story Brand: Clarify Your Message So Customers Will Listen. 1st edition. HarperCollins Leadership. Kingsnorth, S. (2022). The Digital Marketing Handbook: Deliver Powerful Digital Campaigns. 1st edition. London, Kogan Page. Hanlon, A. and Tuten, T. (2022). The Sage Handbook of Digital Marketing. London, Sage.
Assessment and tutor feedback date Students will receive feedback and assessment within 20 working days of submission. Students who miss the deadline or fail this project may be required to complete a retrieval project which demonstrates that the learning outcomes have been achieved. Students should be aware that retrieval submissions are capped at a bare pass grade, unless the extenuating circumstances panel upholds an evidenced application. The deadline for retrieval submissions will be determined at an Assessment Board.
Module Learning Outcomes 1 Evaluate and reflect on existing marketing campaigns, with an understanding of the underlying techniques and theories underpinning them. 2 Draft a marketing plan, outlining key concepts and frameworks with justification based on marketing theory. 3 Develop marketing ideas with a sound understanding of their social and environmental impact, and to act ethically when designing and delivering content. 4 Begin to develop connections between marketing and wider business-related requirements and consider these in line with market planning. Assessment Criteria 1 Ability to structure the paper coherently with a logical flow. 2 Ability to use relevant sources and information.
3 Ability to identify, consider and analyse important characteristics of a business and its key competitors in the marketing context. 4 Demonstrate ideas around marketing techniques and present them in the form of a marketing plan.
5 Understand and apply social and environmental analysis techniques in the context of student’s own ideas. 6 Demonstrate an understanding of marketing theory through application within a specific sector.
Assessment Methods and Tasks Assessment tasks Submission Method Weighting % 2,500 words Portfolio (1 document with all the elements) Connect 100%
