Digital Marketing Communicaton - Summative Brief CW2
Digital Marketing Communicaton - Summative Brief CW2
Digital Marketing Communicaton - Summative Brief CW2
Please use this document as the cover sheet of for the 1st page of your assessment.
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements
of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is ______ words.
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and awards for programmes.
Please note that by submitting this assessment you are declaring that you are fit to sit this
assessment.
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MSc Management with Digital Marketing
Assessment Brief
• Your summative assessment for this module is made up of this Coursework submission which
accounts for 100% of the marks
• Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only
submissions made via the specified mode will be accepted and hard copies or any other digital
form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 2,500 words. You must comply with the word count
guidelines. You may submit LESS than 2,500 words but not more. Word Count guidelines can be
found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your
student registration number (SRN) which will ensure your submission is recognised in the
marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve
minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which
is already published by other author(s) and is not referenced will be considered as a case of
plagiarism.
You can find further information on Harvard Referencing in the online library on the Hub. You can
use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of
plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to
read the rules and regulations regarding plagiarism and collusion in the General Academic
Regulations (GAR) and Manual of Academic Procedures (MOPP) which are available on the Hub
under Student Services | Help & Support | BPP
• You should include a completed copy of the Assignment Cover sheet. Any submission without
this completed Assignment Cover sheet may be considered invalid and not marked.
2. Assessment Brief
You are required to write a 2,500-word report on the digital marketing communication strategy for a
specific brand from one of the companies listed below. You should base your report on the analysis
of their recent (last two years) digital marketing communication in one specific country in which they
operate, which you must identify in the introduction to your report.
You should write your report for the Board of Directors of your chosen company. Within the
business report, reference should be made to relevant company research and to digital marketing
communication concepts and literature as appropriate.
Critically evaluate the effectiveness for your brand of using a five-stage marketing funnel framework
when planning and assessing their marketing activities, in comparison to one other framework
mentioned in the first topic of the module.
Total word count of the assessment encompassing introduction, the three tasks and the
conclusion should not exceed 2,500 words. This includes headings and sub-headings, text-based
tables and in-text citations. It does not include the cover sheet, title page, any appendix, numerical
tables, reference list, in-text diagrams, contents page or list of figures.
Suggested Structure
A 2,500-word business report to the Board of Directors of the company, in the capacity of a digital
marketing communication consultant. There are many ways to construct a report and the following
is only a suggestion:
Title page: your reader’s first impression of the report. It should be succinct but still describe the
report’s contents so that it can be distinguished easily from other reports.
Comprehensive list of contents: a table of contents could help the reader to find specific
information in the report quickly. This includes page numbers and any additional sections such as
appendices and bibliography.
Appendices: Appendices contain additional information which would be too detailed to include in
the main body. Typical examples of information included in appendices can be glossaries (if it is a
technical report), tables with supporting statistical data, examples of research (online digital
marketing evidence) and so on.
References list: if you have consulted any source, either printed or on-line, you must include it in the
list of your references and dates of internet access where applicable. For more information on
referencing and the Harvard system access the link given in the General Assessment Guidance
above.
Other Guidance
You must select a company (brand and country) from the list below, on which to base your report:
Evidence
You will need to present evidence of the digital marketing communication of your chosen brand. In
addition to written sources that you find, you are also encouraged to include relevant examples of
your brand’s digital marketing communication, e.g., their website, social media profile, online ads
etc. These should be referenced using the Harvard system.
For all tasks, if you wish to include text-based tables as part of your answer these will be included in
your word count. Do not cut and paste in from other sources (including your own) to avoid word
count limits / similarity checks.
3. Marking Guide
The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the tasks, marks and marking rubric:
Assignment task Distinction (70-100%) Merit (60-69%) Pass (50-59%) Fail (0-49%)
Introduction Guidelines
• Explanation of what digital marketing communication is, supported by references
(5 marks) • Identification of brand, company and country for this report
• Brief outline of what the report will include.
(5 marks) (4 marks) (3 marks) (0-2 marks)
Outstanding knowledge and Good knowledge and Satisfactory knowledge and Weak knowledge and
understanding of the concept of digital understanding of the concept understanding of the concept understanding of the concept
marketing communication and its of digital marketing of digital marketing of digital marketing
importance to this brand, and/or communication. Good communication. Satisfactory communication. Limited or no
inclusion of wider business context. explanation to the contents of explanation of the links to the explanation of the contents of
Excellent and concise explanation of the report. contents of the report. the report.
the contents of the report.
Task 1: Digital Guidelines:
marketing You are required to map the brand’s current digital marketing activities against each of these stages:
communication • Awareness
framework • Consideration
• Evaluation
(30 marks, LO1) • Conversion
• Loyalty
As part of your mapping explain the purpose for your chosen brand of each stage of the funnel, giving two relevant examples of your
brand’s digital marketing. Evaluate how well the examples achieve the purpose of that stage of the funnel for your chosen brand.
If you cannot find a relevant example, you will need to explain with detail specific to your brand, what an effective digital marketing
activity would be and why.
You are also required to critically evaluate the effectiveness for your brand of using a five-stage marketing funnel framework such as
used above, when planning and assessing their marketing activities, in comparison to one other mentioned in the first topic of the
module (RACE, SOSTAC, AIDA, DRIP). To do this you will need to include a discussion of:
• The difference or similarities in the purpose of the frameworks in relation to planning and assessing digital marketing
• How well it would work in reality and why
• Advantages or benefits of this framework compared to another
• Disadvantages or limitations of this framework compared to another