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Assessment Information
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This assignment is designed to assess learning outcomes:
1. Evaluate the evolution of online marketing, making references to lessons from traditional marketing theory.
2. Analyse and assess the implementation, control, and evaluation of the online marketing planning process.
3. Conduct a critical analysis of contemporary issues in the area of online marketing.
This assignment is an individual assignment.
This assignment requires you to:
You are working for Digital Marketing Agency which specialises in clients in the mobile phone network industry. Currently your agency is exploring running new campaign for one of their clients. Select one of the clients listed below:
• Vodafone
• EE
• Three Mobile
For the selected client you are asked to prepare the following:
1. Business report (1500 words) – to analyse how they currently encourage loyalty with customers via the website.
2. Recommendations for improvement to be submitted in the form of a presentation (500 words) – to show how improvements can be made. The target recipient of this presentation is your client. You will not have to present your recommendations, however you are expected to design a presentation that would be suitable to send to a client. Presentation slides are to be submitted at the end of your report in the form of screenshots.
The business report should include:
• Brief introduction about the company that you have chosen (no more than 200 words)
• Analysis of online loyalty literature (from journal articles)
• Analyse how the client applies these theories in their website to encourage loyalty.
Recommendation (in the form of a presentation to be submitted with report) should include:
• Summary of your analysis
• Clear recommendations on how client could improve their loyalty.
You can prepare your recommendations for your presentation using one of the following:
• Adobe Slate (no more than 500 words in total)
• Adobe Voice (duration between 2-4 minutes)
• Prezi (no more than 500 words)
• Any other creative tool of your choice (for video 2-4 minutes, word based software no more than 500 words)
Criteria for Assessment
Structure 10%
Content is organised and appropriate; coherent; flow of information, arguments, and concepts
Knowledge and Understanding 20%
Identifies, explains, draws on appropriate global marketing theories, models, literature to demonstrate depth and breadth of research to address the questions
Application 30%
Application of theory or practical examples given appropriate to context
Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations
Presentation 10%
Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional
Word Count
The word count is 2000
There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
The word limit includes quotations, but excludes the bibliography.
How to submit your assessment
The assessment must be submitted by 23.55:00 on 03/07/2017. No paper copies are required. You can access the submission link through the module web.
• Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
• All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
• The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx
• Students MUST keep a copy and/or an electronic file of their assignment.
• Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
Plagiarism
As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on Moodle.
Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU Harvard Reference Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your Academic Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you Xx/xx/xxxx. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.
