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Digital and Social Media
5MK510
Module Handbook Academic Year 2016 – 2017
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I have complete copy of this assignment. If you want to have complete draft
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1. Module Specification................................................................................................................................4
Module Code and Title ............................................................................................................................4
Number of credits......................................................................................................................................4
Description of Content............................................................................................................................4
Module Learning Outcomes.................................................................................................................5
Brief details of assessment...................................................................................................................5
Module Learning and Teaching Methods....................................................................................6
2. Module Tutor Details .........................................................Error! Bookmark not defined.
3. Module Schedule...................................................................Error! Bookmark not defined.
4. General Bibliography...............................................................................................................................8
Core Textbooks............................................................................................................................................8
Other useful digital marketing books............................................................................................8
Audio and video..........................................................................................................................................9
Other key marketing textbooks......................................................................................................10
Journals.........................................................................................................................................................10
Journal Papers...........................................................................................................................................11
Useful websites.........................................................................................................................................11
5. Module Assessment...............................................................................................................................12
Assessment brief.....................................................................................................................................12
Referencing requirements.................................................................................................................15
E-submission information.................................................................................................................16
6. Regulatory Information....................................................Error! Bookmark not defined.
Plagiarism and Academic Offences...........................Error! Bookmark not defined.
Referencing..............................................................................Error! Bookmark not defined.
eSubmission............................................................................Error! Bookmark not defined.
Attendance ...............................................................................Error! Bookmark not defined.
If you have a problem........................................................Error! Bookmark not defined.
Referrals....................................................................................Error! Bookmark not defined.
Feedback, grades and return of work......................Error! Bookmark not defined.
Understanding feedback..................................................Error! Bookmark not defined.
7. Assessment Criteria...............................................................................................................................17
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1. Module Specification
Module Code and Title
Introduction to Digital Marketing Digital and Social Media 5MK510
Number of credits
20 credits
Description of Content
Digital marketing managers are in demand but few understand the tools and
techniques needed for success. This module will be valuable for your future
business career as you will develop skills in this fast moving area.
Digital and social media marketing started with Facebook and LinkedIn, just
over ten years’ ago. These social media networks changed the dynamics of
marketing from being controlled by the company to being controlled by the
customers.
The launch of the iPhone in 2007 enabled the social media networks to grow
dramatically as for the first time you did not need a desktop computer to stay
in touch. Since this time over 1 billion smartphones have been sold. We are
approaching a time where everyone will be ‘always connected’ via a social
network.
This module examines how organisations use digital and social media, its
impact on the marketing mix and reviews integrated digital marketing,
connecting the offline (traditional) and online elements. You will explore
principles, practices and techniques which are vital to the successful
execution of a digital marketing plan.
The aim of ‘Digital and Social Media’ is to provide students with knowledge of
practical frameworks, academic models and tools which can be applied to
understand how different types of organisations can use digital and social
media effectively. Students will undertake a digital marketing audit and
subsequently develop a digital marketing plan, both valuable assets to
organisations today. These skills mean you can become really valuable to an
employer because of the techniques and methods you learn on this module.
5
Module Learning Outcomes
By the end of this module, you will be able to:
1. Identify how organisations utilise digital and social media technologies
to develop their objectives, strategies and tactics and optimise
opportunities in practical situations.
2. Evaluate the digital and social media mix applied by an organisation in
terms of its impact and effect.
3. Demonstrate with reference to best practice cases how organisations
are integrating digital and social media technology, platforms and
applications to achieve their business and marketing objectives.
Brief details of assessment
Mode: 100% Practical (Covers all Learning Outcomes)
You are required to produce a professional 3,500 word report which
comprises a digital marketing audit, a digital marketing strategy and a digital
marketing plan.
6
Module Learning and Teaching Methods
Activity type Hours Category
Lectures 12 hours 1
Seminars, Workshops, Tutorials, one-to-ones 36 hours 1
Guided independent study 152 hours 2
Total 200 hours
Part-time students will be taught via blended learning with a minimum of 24
hours face to face delivery over the semester.
Lectures will include a mixture of face to face and online lectures, with live
web demonstrations supported with tutorial discussions and activities.
Total Learning Hours in each category:
Category 1: (12+36) = 48 hours (24%)
Category 2: 152 hours (76%)
This module will be presented in the form of interactive lectures and seminars.
You will be expected to take responsibility for your own learning and
reinforcement, with particular emphasis on activities between taught sessions,
and on testing out ideas within case studies.
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Your weekly timetable is shown here. E-lectures are available online and
should be watched in the relevant week.
WEEK
NO
SPRING
SEMESTER
2017W/C
LECTURE LOCATION
1 16/01/2017 The evolution and opportunities of
digital and social media formarketing.
OL2
2 23/01/2017 Principles of website design: user
experience, user journeys
OL2
3 30/01/2017 “Digital marketing toolkit:Owned media
(Websites, Email, Blogs, and video);
Earned media (Social media, online
communities); Paid media (Social media
advertising).
OL2
4 06/02/2017 The role of the customer: personas and
insights
OL2
5 13/02/2017 Digital marketing audit tools ONLINE
LECTURE
6 20/02/2017 Creating objectives and online value
propositions & Digital marketing
planning and activity building
OL2
7 27/02/2017 Guest lecture: Search Engine
Optimisation (SEO)
OL2
8 06/03/2017 Guest lecture – Marketing 2020 –
Thursday 9th March 2017
Heap Theatre
9 13/03/2017 Metrics and dashboards: Gaining
insights, building budgets
OL2
10 20/03/2017 Improving digital marketing; integration
(4Cs), conversion rate optimisation
OL2
11 27/03/2017 Digital marketing models ONLINE
LECTURE
12 03/04/2017 Best practicein digital marketing
planning
OL2
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4. General Bibliography
Core Textbooks
STOKES, R. (2013) eMarketing: The essential guide to marketing in a
digital world. 5th edition, Quirk Education Pty Ltd. [Online] Available
from https://www.redandyellow.co.za/wp-
content/uploads/emarketing_textbook_download.pdf
A free book available online. Covers every aspect of digital marketing
including; Writing for Digital, Search Engine Marketing, Social Media
Marketing, Email and video marketing. Easy to understand, plenty of case
studies and marketing models.
HANLON, A. and CHAFFEY, D. (2013) Essential Marketing Models
Classic Planning Tools to inform strategy, Smart Insights. Available at:
http://www.smartinsights.com/guides/essential-marketing-models/
(Accessed: 30 September 2013).
Free downloadable guide to many marketing models. Requires registration
(free). Written specifically for students and follows Harvard referencing.
Includes the original sources for all models.
Other useful digital marketing books
BARKER, M. S. (2013) Social Media Marketing; A Strategic Approach
(International edition). Australia, South-Western / Cengage Learning, Inc.
You need to read and prepare material for each week. It’s important to
understand that reading before the lecture or seminar will ensure you gain
greater value and a deeper understanding.
I have read all the textbooks, journal papers and other materials here. They
are recommended as they are relevant to your work and will be useful as
your marketing education develops.
This bibliography includes textbooks available from the library as well as
some free downloadable texts. All journal articles can be accessed online
and are free, via the University library system.
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Easy to use book which includes details on; creating personas, publishing
blogs, publishing podcasts and webinars, publishing articles, white papers,
mobile marketing, social media monitoring and social media marketing.
CHAFFEY, D., ELLIS-CHADWICK, F. (2012) Digital Marketing: Strategy
Implementation and Practice. 5th Edition, Harlow. Pearson.
The seminal work on digital marketing. Covers every aspect of digital
marketing.
HANLON, A. (2014) Quick Win Social Media Marketing. Cork, Oak Tree
Press.
Useful primer that explains the key elements of social media marketing.
Kindle and PDF versions available.
KAUFMAN, I. and HORTON, C. (2015) Digital Marketing: Integrating
Strategy and Tactics with Values, A Guidebook for Executives,
Managers, and Students. Abingdon: Routledge (354 pages).
The book takes readers through a digital journey explains all the steps along
the way. It contextualises how marketing has changed and the elements
which have evolved. There are many practical aspects too, for example well-
described personas, models for digital strategy, digitally applied sales funnel.
Many explanations of new terminology.
TUTEN, T. L., and SOLOMON, M. (2013) Social media marketing. Pearson
Education
Useful book which defines types of media which is useful for a SWOT
analysis. Provides frameworks for creating social media campaigns. Gives
examples of social media marketing objectives (not SMART). Highlights jobs
in social media. Contains a useful chapter on social publishing: Content
editorial calendar, content value ladder. Chapter on Consumer insights.
Audio and video
Secret History of Social Networking. (2011) BBC RADIO 4. 26 January 2011.
Available from http://www.bbc.co.uk/podcasts/series/shsn [Accessed 20
December 2013]
 BBC Radio interview available as a podcast. “Rory Cellan Jones traces
the hidden story of social networking, from the early days of computing
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and the 60s counterculture through to the businesses worth billions
today.”
VIDEOSHREDHEAD. (2012) Did You Know 3.0 (Officially updated for 2012)
HD. [Online video]. 28 Feb 2012. Available from -
http://www.youtube.com/watch?v=YmwwrGV_aiE [Accessed 13 January
2014].
QUALMAN, E. (2013) Social Media Revolution. [Online video]. 21 Mar 2013.
Available from -
http://www.youtube.com/watch?v=sIFYPQjYhv8 [Accessed 13 January 2014].
Other key marketing textbooks
These are useful if marketing knowledge is limited or if it is not your main
subject.
BAINES, P., FILL, C., and PAGE, K. (2011) Marketing. Oxford, Oxford
University Press.
BRASSINGTON, F. and PETTITT, S. (2006) Principles of marketing. Harlow,
Financial Times Prentice Hall.
FILL, C. (2006) Marketing communications: engagements, strategies and
practice. Harlow, Financial Times Prentice Hall.
KOTLER, P. and ARMSTRONG. G. (2012) Principles of marketing. Boston,
Pearson Prentice Hall.
Journals
Many marketing journals are available online via the library. Some print
versions are stored in the library. These are useful journals:
 European Journal of Marketing
 International Journal of Mobile Marketing
 Marketing Week
Journals tend to contain the very latest marketing information. They contain
models, examples of critical evaluation and are considered as good academic
sources. They are extremely useful for your assignment!
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Journal Papers
All these journal papers (and many more) are FREE to access via your
university login.
FURRER, O. and SUDHARSHAN, D. (2001) Internet Marketing Research:
Opportunities and Problems. Qualitative Market Research Vol 4(3): 123-129.
KOZINETS, R.V. (2002) The Field Behind the Screen: Using Netnography for
Marketing Research in Online Communities. Journal of Marketing Research
Vol39(1): 61-72.
LIPSMAN, A., MUDD, G., RICH, M. BRUICH, S. (2012) The power of 'like':
How brands reach (and influence) fans through social-media networking.
Journal of Advertising Research. [Online] Vol 52(1), Mar, 2012. pp. 40-52.
Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=14&sid=d45e0f
a1-84b7-4c1a-bad9-
dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=psyh&AN=2012-07525-006 [Accessed 13 January 2014].
OESTREICHER-SINGER, G. and LIOR ZALMANSON, L. (2013) Content or
community? A digital business strategy for content providers in the social age.
MIS Quarterly [Online] Vol. 37 No. 2, pp. 591-616/June 2013. Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=abf5c6a
7-af4a-47f5-987d-
5eaa619e7371%40sessionmgr198&hid=109&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=edsggo&AN=edsgcl.332812153 [Accessed 15 January 2014].
STEPHEN, A. T. and TOUBIA, O. (2010) Deriving Value from Social
Commerce Networks. Journal of Marketing Research. [Online] Vol. XLVII
(April 2010), 215–228. Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=d45e0fa
1-84b7-4c1a-bad9-
dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=edsbl&AN=RN268178568 [Accessed 24 November 2013].
Useful websites
Smart Insights http://www.smartinsights.com/ - latest developments in digital
marketing in different categories.
Techcrunch http://techcrunch.com/ Group-edited blog about technology start-
ups, particularly the Web 2.0 sector.
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5. Module Assessment
Students will provide an individual report which covers both theoretical
understanding of digital marketing supported by practical application of the
theories including the development of an audit and recommendations. You
are expected to demonstrate the use of digital marketing models and to
support claims with academic references.
During seminars, learning activities will be provided for students to
demonstrate their learning to date, these will include identifying and
evaluating the key elements of the digital marketing audit, there will also be
opportunities for one to one discussions regarding assessment progress.
The coursework is based around a digital marketing audit and
recommendations on improving the digital marketing effectiveness of an
organisation through the creation of a digital marketing strategy and plan.
This will be a live project or student selected case study, requiring
investigation, analysis, demonstration and application of key concepts and the
student’s recommendations to improve an organisation’s current digital and
social media activity.
The format for this task is a report. Students are expected to adopt
professional presentation, tone and style.
Students should demonstrate academic theory, use of digital marketing
models and evaluation, rather than description and anecdotal stories.
The reading list provides guidance on relevant material.
Assessment brief
Mode: 100% Practical (Covers all Learning Outcomes)
The assessment is in one part, all coursework, as described here.
You are required to produce a professional 3,500 word report which
comprises a digital marketing audit, a digital marketing strategy and a digital
marketing plan.
This task is worth (100%) of the total marks. This is a single professional
report and there are three parts to this assessment, all must be completed
and in this order:
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1. Digital Marketing Audit (40% weighting)
The digital marketing audit is a picture of where the organisation is now. It is
research work to inform future decisions and should be supported by
academic underpinning.
 SWOT on the organisation’s current use of social media.
 Evaluation (advantages and disadvantages) of two competitors using
social media.
 Identification of two key customer groups and development of
personas.
 Customer journey flowchart or graphic.
The digital marketing audit is likely to include a range of digital marketing
tools, frameworks and models.
2. Digital Marketing Strategy (30% weighting)
The digital marketing strategy is the next stage in the plan. It is based on the
digital marketing audit.
This will include:
 TOWS matrix and commentary on the analysis.
 Recommended digital marketing strategy based on the audit and
TOWS.
 Your SMART objectives.
The digital marketing strategy is likely to include a digital marketing model
(e.g. RACE, Forrester's 5Is, Lauterborn’s 4Cs, the Ten C’s of marketing or the
6Cs of customer motivation or acquire, convert, retain) and should be
supported by academic underpinning.
3. Digital Marketing Plan (30% weighting)
The plan shows how the strategy will be achieved and is based on the
strategy and objectives. The plan needs to be realistic and will reflect the
organisation’s size and capabilities.
This will include:
 Consideration of resources required, including staffing and a budget.
 An outline tactical plan, created in Excel or other spreadsheet with no
more than 40 strategic activities, and inserted into the Word (or other
document processing system) report.
See Assessment Criteria on page 17 for full details.
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Word count
 The total word count allowed is 3,500 words.
 Students must comply with the recommended word count, within a
margin of -/+ 10%.
 You should balance the word count with the marks available.
The report can include:
 Screengrabs of websites.
 Relevant images.
 Clear headings.
What is included within the word count
 Headings.
 Body text (main content).
 All tables not specified below.
What is excluded from the word count
 Cover page.
 Contents sheet.
 Executive summary (no more than 1 page).
 SWOT table.
 TOWs Matrix.
 The budget table.
 The outline tactical plan.
 All references (textbooks and journals; quotes and referencing
information) inside the body content.
 Bibliography.
 References.
The assignment should:
 Prove your theoretical understanding of issues in the digital
environment.
 Be appropriate for the target audience.
 Provide examples of best practice.
In completing the tasks, you need to demonstrate all of the following skills:
 Critical awareness and analysis of the ideas that you explore.
 Synthesis and presentation of key ideas.
 Evaluation of complex matters.
 Clear presentation of key concepts / ideas.
 Demonstration of academic research.
 Correct use of Harvard referencing.
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 Professional presentation.
 Professional tone and style.
Presentation
 This is a professional report (not an essay) and should be written in the
third person.
 The language should be professional and you should avoid
abbreviations and ‘text speak’.
 Pages must be numbered for ease of reference.
 A minimum 11 point font should be used.
 Spacing should be 1.5 spacing throughout.
Please note that MAC users should save and submit their work as PDF
documents to preserve original formatting.
Referencing requirements
Harvard Referencing (Cite Them Rite) is the method of referencing followed.
This is absolutely vital. You must apply this system of referencing to (a) how
you present references in the text and (b) how you present your references in
the bibliography section.
N.B. The Harvard Cite Them Rite format of referencing means no footnotes!
Students are recommended to refer to the following book (available in
Waterstones and copies are in the library) which may help your approach and
understanding of Harvard referencing:
Pears, R., & Shields, G., (2013) Cite Them Right: The Essential Referencing
Guide (9th
edition) Basingstoke, Hants: Palgrave Macmillan. This is available
in the University bookshop and also available here
http://www.palgrave.com/page/detail/?sf1=id_product&st1=629574
Additionally, this YouTube video on Harvard referencing is very helpful and
shows the differences between the different formats.
https://www.youtube.com/watch?v=NDgqqPvMn0U
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E-submission information
All tasks must be submitted by 20:00 on Thursday 4th May 2017 to TurnItIn.
Grading and feedback on all assessments will be provided from 20:00 on
Thursday 25th May 2017 (except for unforeseen circumstances).
You should note however that grades are at this stage provisional only, as
submitted assessments are subject to internal and external moderation and
validation by the University Examination and Assessment Board.
Feedback will be provided electronically and students can also book a session
to discuss their work.
17
www.derby.ac.uk/business
7. Assessment Criteria
Criteria
(Weighting)
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
90-100%
Excellent
(First)
 Exceptional SWOT on the organisation’s current use of
social media.
 Exceptional evaluation of two competitors using social
media.
 Exceptional identification of two key customer groups and
development of personas.
 Exceptional customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an exceptional way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
 Exceptional TOWS analysis and
commentary.
 Exceptional digital marketing strategy.
 Exceptional SMART objectives.
The work includes digital marketing models,
which are applied in an exceptional way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
 Exceptional identification of all
resources and a detailed, timed,
realistic budget.
 Exceptional outline tactical plan
created in Excel or other
spreadsheet, showing 35 to 40
varied activities, for different
roles and is embedded into the
Word document.
80-89%
Excellent
(First)
 Advanced SWOT on the organisation’s current use of social
media.
 Advanced evaluation of two competitors using social media.
 Advanced identification of two key customer groups and
development of personas.
 Advanced customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an advanced way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
 Advanced TOWS analysis and commentary.
 Advanced digital marketing strategy.
 Advanced SMART objectives.
The work includes digital marketing models,
which are applied in an advanced way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
 Advanced identification of all
resources and a detailed, timed,
realistic budget.
 Advanced outline tactical plan
created in Excel or other
spreadsheet, showing 30 to 35
varied activities, for different
roles and is embedded into the
Word document.
18
www.derby.ac.uk/business
Criteria
(Weighting)
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
70-79%
Excellent
(First)
 Extremely good SWOT on the organisation’s current use of
social media.
 Extremely good evaluation of two competitors using social
media.
 Extremely good identification of two key customer groups
and development of personas.
 Extremely good customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an extremely good way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
 Extremely good TOWS analysis and
commentary.
 Extremely good digital marketing strategy.
 Extremely good SMART objectives.
The work includes digital marketing models,
which are applied in an extremely good way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
 Extremely good identification of
all resources and a detailed,
timed, realistic budget.
 Extremely good outline tactical
plan created in Excel or other
spreadsheet, showing 25 to 30
varied activities, for different
roles and is embedded into the
Word document.
60-69% Very
Good (2nd
Div.1)
 Very good SWOT on the organisation’s current use of social
media.
 Very good evaluation of two competitors using social media.
 Very good identification of two key customer groups and
development of personas.
 Very good customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in a very good way.
The work is underpinned with a range of very good and
relevant academic references, showing very good evidence of
research and understanding. The work is presented to a very
good standard and Harvard referencing is followed mainly as
required.
 Very good TOWS analysis and commentary.
 Very good digital marketing strategy.
 Very good SMART objectives.
The work includes at least two digital marketing
models, which are applied in a very good way.
The work is underpinned with a range of very
good and relevant academic references,
showing very good evidence of research and
understanding.
The work is presented to a very good standard
and Harvard referencing is followed mainly as
required.
 Very good identification of
resources and a timed budget.
 Very good outline tactical plan
created in Excel or other
spreadsheet, showing 20 to 25
varied activities, for different
roles and is embedded into the
Word document.
19
www.derby.ac.uk/business
Criteria
(Weighting)
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
50-59% Good
(2nd Div.2)
 Good SWOT on the organisation’s current use of social
media.
 Good evaluation of two competitors using social media.
 Good identification of two key customer groups and
development of personas.
 Good customer journey flowchart or graphic.
The work includes some digital marketing models, which are
applied in a good way.
The work is underpinned good and relevant academic
references, showing good evidence of research and
understanding. The work is presented to a good standard and
Harvard referencing is apparent and followed in places.
 Good TOWS analysis and commentary.
 Good digital marketing strategy.
 Good SMART objectives.
The work includes at least one digital marketing
model, which is applied in a good way.
The work is underpinned with good and relevant
academic references, showing good evidence of
research and understanding.
The work is presented to a good standard and
Harvard referencing is apparent and followed in
places.
 Good identification of some
resources and a budget.
 Good outline tactical plan
created in Excel or other
spreadsheet, showing 15 to 20
varied activities and is
embedded into the Word
document.
40-49%
Satisfactory
(3rd)
 Satisfactory SWOT on the organisation’s current use of
social media.
 Satisfactory evaluation of two competitors using social
media.
 Satisfactory identification of two key customer groups and
development of personas.
 Satisfactory customer journey flowchart or graphic.
The work includes a digital marketing model.
The work is underpinned with satisfactory academic
references, showing some research and understanding. The
work is presented to a satisfactory standard and Harvard
referencing is used in places.
 Satisfactory TOWS analysis and
commentary.
 Satisfactory digital marketing strategy.
 Satisfactory SMART objectives.
The work includes a digital marketing model.
The work is underpinned with satisfactory
academic references, showing some research
and understanding.
The work is presented to a satisfactory standard
and Harvard referencing is used in places.
 Satisfactory standard of plan,
showing at least 5 activities.
 Satisfactory identification of
some resources and summary
budget.
20
www.derby.ac.uk/business
Criteria
(Weighting)
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
35-39% (Fail)
Unsatisfactory
 Inadequate SWOT on the organisation’s current use of
social media.
 Inadequate evaluation of two competitors using social
media.
 Inadequate identification of two key customer groups and
development of personas.
 Inadequate customer journey flowchart or graphic.
The work lacks academic references and contains inadequate
online references, including, for example Wikipedia and Ehow.
The work is poorly presented and Harvard referencing is not
used.
 Inadequate TOWS analysis and commentary.
 Inadequate digital marketing strategy.
 Inadequate SMART objectives.
The work lacks academic references and
contains inadequate online references,
including, for example Wikipedia and Ehow.
The work is poorly presented and Harvard
referencing is not used.
 Poor standard of plan, showing
limited activities. Difficult to
follow.
 Poor description of resources
and weak budget
The work is poorly presented and
Harvard referencing is not used.
0-34% (Fail)
Very Poor
 Virtually no SWOT on the organisation’s current use of
social media.
 Virtually no evaluation of two competitors using social
media.
 Virtually no identification of two key customer groups and
development of personas.
 Virtually no customer journey flowchart or graphic.
The work is badly presented and contains inadequate online or
virtually no references.
 Virtually no TOWS, weak or non-existent
strategy and weak objectives.
The work is badly presented and contains
inadequate online or virtually no references.
 Inadequate standard of plan,
showing few activities. Lack of
resources and no budget.
The work is badly presented.
0-4% (Fail)
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5 mk510 digital and social media module handbook 20162017 upload

  • 1. 1 Digital and Social Media 5MK510 Module Handbook Academic Year 2016 – 2017
  • 2. 2 I have complete copy of this assignment. If you want to have complete draft of this work with no plagiarism, then contact me at my email id: projectwork185@gmail.com 1. Module Specification................................................................................................................................4 Module Code and Title ............................................................................................................................4 Number of credits......................................................................................................................................4 Description of Content............................................................................................................................4 Module Learning Outcomes.................................................................................................................5 Brief details of assessment...................................................................................................................5 Module Learning and Teaching Methods....................................................................................6 2. Module Tutor Details .........................................................Error! Bookmark not defined. 3. Module Schedule...................................................................Error! Bookmark not defined. 4. General Bibliography...............................................................................................................................8 Core Textbooks............................................................................................................................................8 Other useful digital marketing books............................................................................................8 Audio and video..........................................................................................................................................9 Other key marketing textbooks......................................................................................................10 Journals.........................................................................................................................................................10 Journal Papers...........................................................................................................................................11 Useful websites.........................................................................................................................................11 5. Module Assessment...............................................................................................................................12 Assessment brief.....................................................................................................................................12 Referencing requirements.................................................................................................................15 E-submission information.................................................................................................................16 6. Regulatory Information....................................................Error! Bookmark not defined. Plagiarism and Academic Offences...........................Error! Bookmark not defined. Referencing..............................................................................Error! Bookmark not defined. eSubmission............................................................................Error! Bookmark not defined. Attendance ...............................................................................Error! Bookmark not defined. If you have a problem........................................................Error! Bookmark not defined. Referrals....................................................................................Error! Bookmark not defined. Feedback, grades and return of work......................Error! Bookmark not defined. Understanding feedback..................................................Error! Bookmark not defined. 7. Assessment Criteria...............................................................................................................................17
  • 3. 3
  • 4. 4 1. Module Specification Module Code and Title Introduction to Digital Marketing Digital and Social Media 5MK510 Number of credits 20 credits Description of Content Digital marketing managers are in demand but few understand the tools and techniques needed for success. This module will be valuable for your future business career as you will develop skills in this fast moving area. Digital and social media marketing started with Facebook and LinkedIn, just over ten years’ ago. These social media networks changed the dynamics of marketing from being controlled by the company to being controlled by the customers. The launch of the iPhone in 2007 enabled the social media networks to grow dramatically as for the first time you did not need a desktop computer to stay in touch. Since this time over 1 billion smartphones have been sold. We are approaching a time where everyone will be ‘always connected’ via a social network. This module examines how organisations use digital and social media, its impact on the marketing mix and reviews integrated digital marketing, connecting the offline (traditional) and online elements. You will explore principles, practices and techniques which are vital to the successful execution of a digital marketing plan. The aim of ‘Digital and Social Media’ is to provide students with knowledge of practical frameworks, academic models and tools which can be applied to understand how different types of organisations can use digital and social media effectively. Students will undertake a digital marketing audit and subsequently develop a digital marketing plan, both valuable assets to organisations today. These skills mean you can become really valuable to an employer because of the techniques and methods you learn on this module.
  • 5. 5 Module Learning Outcomes By the end of this module, you will be able to: 1. Identify how organisations utilise digital and social media technologies to develop their objectives, strategies and tactics and optimise opportunities in practical situations. 2. Evaluate the digital and social media mix applied by an organisation in terms of its impact and effect. 3. Demonstrate with reference to best practice cases how organisations are integrating digital and social media technology, platforms and applications to achieve their business and marketing objectives. Brief details of assessment Mode: 100% Practical (Covers all Learning Outcomes) You are required to produce a professional 3,500 word report which comprises a digital marketing audit, a digital marketing strategy and a digital marketing plan.
  • 6. 6 Module Learning and Teaching Methods Activity type Hours Category Lectures 12 hours 1 Seminars, Workshops, Tutorials, one-to-ones 36 hours 1 Guided independent study 152 hours 2 Total 200 hours Part-time students will be taught via blended learning with a minimum of 24 hours face to face delivery over the semester. Lectures will include a mixture of face to face and online lectures, with live web demonstrations supported with tutorial discussions and activities. Total Learning Hours in each category: Category 1: (12+36) = 48 hours (24%) Category 2: 152 hours (76%) This module will be presented in the form of interactive lectures and seminars. You will be expected to take responsibility for your own learning and reinforcement, with particular emphasis on activities between taught sessions, and on testing out ideas within case studies.
  • 7. 7 Your weekly timetable is shown here. E-lectures are available online and should be watched in the relevant week. WEEK NO SPRING SEMESTER 2017W/C LECTURE LOCATION 1 16/01/2017 The evolution and opportunities of digital and social media formarketing. OL2 2 23/01/2017 Principles of website design: user experience, user journeys OL2 3 30/01/2017 “Digital marketing toolkit:Owned media (Websites, Email, Blogs, and video); Earned media (Social media, online communities); Paid media (Social media advertising). OL2 4 06/02/2017 The role of the customer: personas and insights OL2 5 13/02/2017 Digital marketing audit tools ONLINE LECTURE 6 20/02/2017 Creating objectives and online value propositions & Digital marketing planning and activity building OL2 7 27/02/2017 Guest lecture: Search Engine Optimisation (SEO) OL2 8 06/03/2017 Guest lecture – Marketing 2020 – Thursday 9th March 2017 Heap Theatre 9 13/03/2017 Metrics and dashboards: Gaining insights, building budgets OL2 10 20/03/2017 Improving digital marketing; integration (4Cs), conversion rate optimisation OL2 11 27/03/2017 Digital marketing models ONLINE LECTURE 12 03/04/2017 Best practicein digital marketing planning OL2
  • 8. 8 4. General Bibliography Core Textbooks STOKES, R. (2013) eMarketing: The essential guide to marketing in a digital world. 5th edition, Quirk Education Pty Ltd. [Online] Available from https://www.redandyellow.co.za/wp- content/uploads/emarketing_textbook_download.pdf A free book available online. Covers every aspect of digital marketing including; Writing for Digital, Search Engine Marketing, Social Media Marketing, Email and video marketing. Easy to understand, plenty of case studies and marketing models. HANLON, A. and CHAFFEY, D. (2013) Essential Marketing Models Classic Planning Tools to inform strategy, Smart Insights. Available at: http://www.smartinsights.com/guides/essential-marketing-models/ (Accessed: 30 September 2013). Free downloadable guide to many marketing models. Requires registration (free). Written specifically for students and follows Harvard referencing. Includes the original sources for all models. Other useful digital marketing books BARKER, M. S. (2013) Social Media Marketing; A Strategic Approach (International edition). Australia, South-Western / Cengage Learning, Inc. You need to read and prepare material for each week. It’s important to understand that reading before the lecture or seminar will ensure you gain greater value and a deeper understanding. I have read all the textbooks, journal papers and other materials here. They are recommended as they are relevant to your work and will be useful as your marketing education develops. This bibliography includes textbooks available from the library as well as some free downloadable texts. All journal articles can be accessed online and are free, via the University library system.
  • 9. 9 Easy to use book which includes details on; creating personas, publishing blogs, publishing podcasts and webinars, publishing articles, white papers, mobile marketing, social media monitoring and social media marketing. CHAFFEY, D., ELLIS-CHADWICK, F. (2012) Digital Marketing: Strategy Implementation and Practice. 5th Edition, Harlow. Pearson. The seminal work on digital marketing. Covers every aspect of digital marketing. HANLON, A. (2014) Quick Win Social Media Marketing. Cork, Oak Tree Press. Useful primer that explains the key elements of social media marketing. Kindle and PDF versions available. KAUFMAN, I. and HORTON, C. (2015) Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. Abingdon: Routledge (354 pages). The book takes readers through a digital journey explains all the steps along the way. It contextualises how marketing has changed and the elements which have evolved. There are many practical aspects too, for example well- described personas, models for digital strategy, digitally applied sales funnel. Many explanations of new terminology. TUTEN, T. L., and SOLOMON, M. (2013) Social media marketing. Pearson Education Useful book which defines types of media which is useful for a SWOT analysis. Provides frameworks for creating social media campaigns. Gives examples of social media marketing objectives (not SMART). Highlights jobs in social media. Contains a useful chapter on social publishing: Content editorial calendar, content value ladder. Chapter on Consumer insights. Audio and video Secret History of Social Networking. (2011) BBC RADIO 4. 26 January 2011. Available from http://www.bbc.co.uk/podcasts/series/shsn [Accessed 20 December 2013]  BBC Radio interview available as a podcast. “Rory Cellan Jones traces the hidden story of social networking, from the early days of computing
  • 10. 10 and the 60s counterculture through to the businesses worth billions today.” VIDEOSHREDHEAD. (2012) Did You Know 3.0 (Officially updated for 2012) HD. [Online video]. 28 Feb 2012. Available from - http://www.youtube.com/watch?v=YmwwrGV_aiE [Accessed 13 January 2014]. QUALMAN, E. (2013) Social Media Revolution. [Online video]. 21 Mar 2013. Available from - http://www.youtube.com/watch?v=sIFYPQjYhv8 [Accessed 13 January 2014]. Other key marketing textbooks These are useful if marketing knowledge is limited or if it is not your main subject. BAINES, P., FILL, C., and PAGE, K. (2011) Marketing. Oxford, Oxford University Press. BRASSINGTON, F. and PETTITT, S. (2006) Principles of marketing. Harlow, Financial Times Prentice Hall. FILL, C. (2006) Marketing communications: engagements, strategies and practice. Harlow, Financial Times Prentice Hall. KOTLER, P. and ARMSTRONG. G. (2012) Principles of marketing. Boston, Pearson Prentice Hall. Journals Many marketing journals are available online via the library. Some print versions are stored in the library. These are useful journals:  European Journal of Marketing  International Journal of Mobile Marketing  Marketing Week Journals tend to contain the very latest marketing information. They contain models, examples of critical evaluation and are considered as good academic sources. They are extremely useful for your assignment!
  • 11. 11 Journal Papers All these journal papers (and many more) are FREE to access via your university login. FURRER, O. and SUDHARSHAN, D. (2001) Internet Marketing Research: Opportunities and Problems. Qualitative Market Research Vol 4(3): 123-129. KOZINETS, R.V. (2002) The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research Vol39(1): 61-72. LIPSMAN, A., MUDD, G., RICH, M. BRUICH, S. (2012) The power of 'like': How brands reach (and influence) fans through social-media networking. Journal of Advertising Research. [Online] Vol 52(1), Mar, 2012. pp. 40-52. Available from http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=14&sid=d45e0f a1-84b7-4c1a-bad9- dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd mU%3d#db=psyh&AN=2012-07525-006 [Accessed 13 January 2014]. OESTREICHER-SINGER, G. and LIOR ZALMANSON, L. (2013) Content or community? A digital business strategy for content providers in the social age. MIS Quarterly [Online] Vol. 37 No. 2, pp. 591-616/June 2013. Available from http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=abf5c6a 7-af4a-47f5-987d- 5eaa619e7371%40sessionmgr198&hid=109&bdata=JnNpdGU9ZWRzLWxpd mU%3d#db=edsggo&AN=edsgcl.332812153 [Accessed 15 January 2014]. STEPHEN, A. T. and TOUBIA, O. (2010) Deriving Value from Social Commerce Networks. Journal of Marketing Research. [Online] Vol. XLVII (April 2010), 215–228. Available from http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=d45e0fa 1-84b7-4c1a-bad9- dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd mU%3d#db=edsbl&AN=RN268178568 [Accessed 24 November 2013]. Useful websites Smart Insights http://www.smartinsights.com/ - latest developments in digital marketing in different categories. Techcrunch http://techcrunch.com/ Group-edited blog about technology start- ups, particularly the Web 2.0 sector.
  • 12. 12 5. Module Assessment Students will provide an individual report which covers both theoretical understanding of digital marketing supported by practical application of the theories including the development of an audit and recommendations. You are expected to demonstrate the use of digital marketing models and to support claims with academic references. During seminars, learning activities will be provided for students to demonstrate their learning to date, these will include identifying and evaluating the key elements of the digital marketing audit, there will also be opportunities for one to one discussions regarding assessment progress. The coursework is based around a digital marketing audit and recommendations on improving the digital marketing effectiveness of an organisation through the creation of a digital marketing strategy and plan. This will be a live project or student selected case study, requiring investigation, analysis, demonstration and application of key concepts and the student’s recommendations to improve an organisation’s current digital and social media activity. The format for this task is a report. Students are expected to adopt professional presentation, tone and style. Students should demonstrate academic theory, use of digital marketing models and evaluation, rather than description and anecdotal stories. The reading list provides guidance on relevant material. Assessment brief Mode: 100% Practical (Covers all Learning Outcomes) The assessment is in one part, all coursework, as described here. You are required to produce a professional 3,500 word report which comprises a digital marketing audit, a digital marketing strategy and a digital marketing plan. This task is worth (100%) of the total marks. This is a single professional report and there are three parts to this assessment, all must be completed and in this order:
  • 13. 13 1. Digital Marketing Audit (40% weighting) The digital marketing audit is a picture of where the organisation is now. It is research work to inform future decisions and should be supported by academic underpinning.  SWOT on the organisation’s current use of social media.  Evaluation (advantages and disadvantages) of two competitors using social media.  Identification of two key customer groups and development of personas.  Customer journey flowchart or graphic. The digital marketing audit is likely to include a range of digital marketing tools, frameworks and models. 2. Digital Marketing Strategy (30% weighting) The digital marketing strategy is the next stage in the plan. It is based on the digital marketing audit. This will include:  TOWS matrix and commentary on the analysis.  Recommended digital marketing strategy based on the audit and TOWS.  Your SMART objectives. The digital marketing strategy is likely to include a digital marketing model (e.g. RACE, Forrester's 5Is, Lauterborn’s 4Cs, the Ten C’s of marketing or the 6Cs of customer motivation or acquire, convert, retain) and should be supported by academic underpinning. 3. Digital Marketing Plan (30% weighting) The plan shows how the strategy will be achieved and is based on the strategy and objectives. The plan needs to be realistic and will reflect the organisation’s size and capabilities. This will include:  Consideration of resources required, including staffing and a budget.  An outline tactical plan, created in Excel or other spreadsheet with no more than 40 strategic activities, and inserted into the Word (or other document processing system) report. See Assessment Criteria on page 17 for full details.
  • 14. 14 Word count  The total word count allowed is 3,500 words.  Students must comply with the recommended word count, within a margin of -/+ 10%.  You should balance the word count with the marks available. The report can include:  Screengrabs of websites.  Relevant images.  Clear headings. What is included within the word count  Headings.  Body text (main content).  All tables not specified below. What is excluded from the word count  Cover page.  Contents sheet.  Executive summary (no more than 1 page).  SWOT table.  TOWs Matrix.  The budget table.  The outline tactical plan.  All references (textbooks and journals; quotes and referencing information) inside the body content.  Bibliography.  References. The assignment should:  Prove your theoretical understanding of issues in the digital environment.  Be appropriate for the target audience.  Provide examples of best practice. In completing the tasks, you need to demonstrate all of the following skills:  Critical awareness and analysis of the ideas that you explore.  Synthesis and presentation of key ideas.  Evaluation of complex matters.  Clear presentation of key concepts / ideas.  Demonstration of academic research.  Correct use of Harvard referencing.
  • 15. 15  Professional presentation.  Professional tone and style. Presentation  This is a professional report (not an essay) and should be written in the third person.  The language should be professional and you should avoid abbreviations and ‘text speak’.  Pages must be numbered for ease of reference.  A minimum 11 point font should be used.  Spacing should be 1.5 spacing throughout. Please note that MAC users should save and submit their work as PDF documents to preserve original formatting. Referencing requirements Harvard Referencing (Cite Them Rite) is the method of referencing followed. This is absolutely vital. You must apply this system of referencing to (a) how you present references in the text and (b) how you present your references in the bibliography section. N.B. The Harvard Cite Them Rite format of referencing means no footnotes! Students are recommended to refer to the following book (available in Waterstones and copies are in the library) which may help your approach and understanding of Harvard referencing: Pears, R., & Shields, G., (2013) Cite Them Right: The Essential Referencing Guide (9th edition) Basingstoke, Hants: Palgrave Macmillan. This is available in the University bookshop and also available here http://www.palgrave.com/page/detail/?sf1=id_product&st1=629574 Additionally, this YouTube video on Harvard referencing is very helpful and shows the differences between the different formats. https://www.youtube.com/watch?v=NDgqqPvMn0U
  • 16. 16 E-submission information All tasks must be submitted by 20:00 on Thursday 4th May 2017 to TurnItIn. Grading and feedback on all assessments will be provided from 20:00 on Thursday 25th May 2017 (except for unforeseen circumstances). You should note however that grades are at this stage provisional only, as submitted assessments are subject to internal and external moderation and validation by the University Examination and Assessment Board. Feedback will be provided electronically and students can also book a session to discuss their work.
  • 17. 17 www.derby.ac.uk/business 7. Assessment Criteria Criteria (Weighting) Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%) 90-100% Excellent (First)  Exceptional SWOT on the organisation’s current use of social media.  Exceptional evaluation of two competitors using social media.  Exceptional identification of two key customer groups and development of personas.  Exceptional customer journey flowchart or graphic. The work includes digital marketing models, which are applied in an exceptional way and adapted where needed. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Exceptional TOWS analysis and commentary.  Exceptional digital marketing strategy.  Exceptional SMART objectives. The work includes digital marketing models, which are applied in an exceptional way. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Exceptional identification of all resources and a detailed, timed, realistic budget.  Exceptional outline tactical plan created in Excel or other spreadsheet, showing 35 to 40 varied activities, for different roles and is embedded into the Word document. 80-89% Excellent (First)  Advanced SWOT on the organisation’s current use of social media.  Advanced evaluation of two competitors using social media.  Advanced identification of two key customer groups and development of personas.  Advanced customer journey flowchart or graphic. The work includes digital marketing models, which are applied in an advanced way and adapted where needed. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Advanced TOWS analysis and commentary.  Advanced digital marketing strategy.  Advanced SMART objectives. The work includes digital marketing models, which are applied in an advanced way. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Advanced identification of all resources and a detailed, timed, realistic budget.  Advanced outline tactical plan created in Excel or other spreadsheet, showing 30 to 35 varied activities, for different roles and is embedded into the Word document.
  • 18. 18 www.derby.ac.uk/business Criteria (Weighting) Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%) 70-79% Excellent (First)  Extremely good SWOT on the organisation’s current use of social media.  Extremely good evaluation of two competitors using social media.  Extremely good identification of two key customer groups and development of personas.  Extremely good customer journey flowchart or graphic. The work includes digital marketing models, which are applied in an extremely good way and adapted where needed. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Extremely good TOWS analysis and commentary.  Extremely good digital marketing strategy.  Extremely good SMART objectives. The work includes digital marketing models, which are applied in an extremely good way. The work is underpinned with a wide range of excellent and relevant academic references, showing depth of research and understanding. The work is presented to a professional standard and Harvard referencing is followed exactly.  Extremely good identification of all resources and a detailed, timed, realistic budget.  Extremely good outline tactical plan created in Excel or other spreadsheet, showing 25 to 30 varied activities, for different roles and is embedded into the Word document. 60-69% Very Good (2nd Div.1)  Very good SWOT on the organisation’s current use of social media.  Very good evaluation of two competitors using social media.  Very good identification of two key customer groups and development of personas.  Very good customer journey flowchart or graphic. The work includes digital marketing models, which are applied in a very good way. The work is underpinned with a range of very good and relevant academic references, showing very good evidence of research and understanding. The work is presented to a very good standard and Harvard referencing is followed mainly as required.  Very good TOWS analysis and commentary.  Very good digital marketing strategy.  Very good SMART objectives. The work includes at least two digital marketing models, which are applied in a very good way. The work is underpinned with a range of very good and relevant academic references, showing very good evidence of research and understanding. The work is presented to a very good standard and Harvard referencing is followed mainly as required.  Very good identification of resources and a timed budget.  Very good outline tactical plan created in Excel or other spreadsheet, showing 20 to 25 varied activities, for different roles and is embedded into the Word document.
  • 19. 19 www.derby.ac.uk/business Criteria (Weighting) Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%) 50-59% Good (2nd Div.2)  Good SWOT on the organisation’s current use of social media.  Good evaluation of two competitors using social media.  Good identification of two key customer groups and development of personas.  Good customer journey flowchart or graphic. The work includes some digital marketing models, which are applied in a good way. The work is underpinned good and relevant academic references, showing good evidence of research and understanding. The work is presented to a good standard and Harvard referencing is apparent and followed in places.  Good TOWS analysis and commentary.  Good digital marketing strategy.  Good SMART objectives. The work includes at least one digital marketing model, which is applied in a good way. The work is underpinned with good and relevant academic references, showing good evidence of research and understanding. The work is presented to a good standard and Harvard referencing is apparent and followed in places.  Good identification of some resources and a budget.  Good outline tactical plan created in Excel or other spreadsheet, showing 15 to 20 varied activities and is embedded into the Word document. 40-49% Satisfactory (3rd)  Satisfactory SWOT on the organisation’s current use of social media.  Satisfactory evaluation of two competitors using social media.  Satisfactory identification of two key customer groups and development of personas.  Satisfactory customer journey flowchart or graphic. The work includes a digital marketing model. The work is underpinned with satisfactory academic references, showing some research and understanding. The work is presented to a satisfactory standard and Harvard referencing is used in places.  Satisfactory TOWS analysis and commentary.  Satisfactory digital marketing strategy.  Satisfactory SMART objectives. The work includes a digital marketing model. The work is underpinned with satisfactory academic references, showing some research and understanding. The work is presented to a satisfactory standard and Harvard referencing is used in places.  Satisfactory standard of plan, showing at least 5 activities.  Satisfactory identification of some resources and summary budget.
  • 20. 20 www.derby.ac.uk/business Criteria (Weighting) Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%) 35-39% (Fail) Unsatisfactory  Inadequate SWOT on the organisation’s current use of social media.  Inadequate evaluation of two competitors using social media.  Inadequate identification of two key customer groups and development of personas.  Inadequate customer journey flowchart or graphic. The work lacks academic references and contains inadequate online references, including, for example Wikipedia and Ehow. The work is poorly presented and Harvard referencing is not used.  Inadequate TOWS analysis and commentary.  Inadequate digital marketing strategy.  Inadequate SMART objectives. The work lacks academic references and contains inadequate online references, including, for example Wikipedia and Ehow. The work is poorly presented and Harvard referencing is not used.  Poor standard of plan, showing limited activities. Difficult to follow.  Poor description of resources and weak budget The work is poorly presented and Harvard referencing is not used. 0-34% (Fail) Very Poor  Virtually no SWOT on the organisation’s current use of social media.  Virtually no evaluation of two competitors using social media.  Virtually no identification of two key customer groups and development of personas.  Virtually no customer journey flowchart or graphic. The work is badly presented and contains inadequate online or virtually no references.  Virtually no TOWS, weak or non-existent strategy and weak objectives. The work is badly presented and contains inadequate online or virtually no references.  Inadequate standard of plan, showing few activities. Lack of resources and no budget. The work is badly presented. 0-4% (Fail) Nothing of Merit Nothing or hardly anything of merit submitted. When no work is submitted the NS notation will apply. Nothing or hardly anything of merit submitted. When no work is submitted the NS notation will apply. Nothing or hardly anything of merit submitted. When no work is submitted the NS notation will apply.