Assessment Brief: Digital Marketing Practice 2024-25

ASSESSMENT BRIEF
Academic year and term: 2024/25 – Semester A

Module title: Digital Marketing Practice - RBP020L075A

For further module description see Module Brief.

Report
Type of assessment:

Submission Date: 2PM, 10th January 2025. To be submitted via Moodle Turnitin.

Instructions for assessment

Instructions for assessment

The mode of assessment: A written report in which you will be asked to directly and critically apply
most of your learnings from the semester (i.e., search engine optimization, digital advertising, email
marketing, and social media) in a plan to create a community-first website focused on a specific niche
of your choosing. Part of this assignment (20%) will be the seminar reflection report in which you will
be asked to reflect on the key insights gathered from each seminar during the module starting from
Week 4.

 Word limit: 3500 max excluding references, appendices, and seminar reflection report.

Your final report should include the following sections:

Part 1: Executive Summary (0%)

A brief description of your report which includes explanation of your chosen niche and highlights of the
key points from each forthcoming part.

Part 2: SEO (Search Engine Optimization) Plan (40%)

A. Determine 3 content topics (based on your chosen niche), 15 keywords (5 for each content topic),
10 article ideas covering all 3 content topics. This section should include detailed explanation on
how you determined your content topics, keywords, and content ideas. This section should also
include effective use of tools (Ahrefs’ free version, social listening, competitor listening, Google
autocomplete, people also ask section, Google trends etc.) that were discussed during relevant
lectures and seminars.

A. Your strategic plan to rank higher on search results. What are you planning to do to rank on the
first page of Google Search Results based on your module learnings?

Part 3: Email Marketing (20%)

An email newsletter highlighting a blog/article in your potential website. This can be created by any
tool including Microsoft word, but I would recommend the use of Mailchimp. This section should also
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 Assessment Brief: Digital Marketing Practice 2024-25

include a thoughtful explanation of the reason why you think you created an effective email marketing
while touching upon advantages of email marketing based on your module learnings.

Part 4: Digital Advertising OR Social Media - Pick ONE (20%)

Pick One of the Following:

Option 1: Digital display advertising: A display advertising aimed to be featured at a relevant

authoritative website through Google Ads. Display advertising can be created by any tool including
Microsoft word. This section should also include a thoughtful explanation of the reason why you think
you created an effective digital advertising campaign while touching upon the advantages of display
advertising based on your module learnings.

Option 2: Social media: Pick two social media channels that you think would be appropriate for you to
generate traffic to your community-first website. Explain what kind of content you plan to promote in
these channels and suggest specific ways for the brand to generate engagement on these channels
based on your module learnings. This section should also include a thoughtful explanation of the
reason why picked these two social media channels based on your module learnings.

Part 5: Seminar Reflection Report (20%)

A seminar reflection report is a written document where you are asked to summarize and reflect on the
key insights and lessons learned from each seminar during the module between Week 4 and Week 11
(inclusive). In this report, you are expected to provide a personal reflection on the seminar
discussions, exploring how the topics covered impacted your understanding of the subject matter. The
report encourages you to think critically about the material, relate it to your personal learning goals,
and consider how you might apply the knowledge in real-world situations or future projects.

Structure and presentation

All written work should be proof-read for spelling and grammatical errors, and a contents page should
be included. Please use 1.5 in terms of line spacing, font size of 12, A4 format and page margins of
2.5 cm or 1 inch. There is a maximum 3.500-word limit for the assignment for parts between 1 and 4
inclusive. The word limit excludes appendices, references, and the seminar reflection report (i.e., part
5). There is no max word limit for the seminar reflection report.

How will your work be assessed?

Your work will be assessed by a subject expert who will use either the marking criteria provided in the
section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate
for this module.

Referencing and submission

You must use the Harvard System.

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The Business School requires a digital version of all assignment submissions. These must be
submitted via Turnitin on the module’s Moodle site. They must be submitted as a Word file (not as a
pdf) and must not include scanned in text or text boxes. They must be submitted by 2pm on the given
date. For further general details on coursework preparation refer to the online information at
StudentZone, http://studentzone.roehampton.ac.uk/howtostudy/index.html.

Mitigating circumstances/what to do if you cannot submit a piece of work or

attend your presentation

The University Mitigating Circumstances Policy can be found on the University website: Mitigating
Circumstances Policy

Marking and feedback process

Between you handing in your work and then receiving your feedback and marks within 20 days, there
are a number of quality assurance processes that we go through to ensure that students receive
marks which reflects their work. A brief summary is provided below.

 Step One – The module and marking team meet to agree standards, expectations and how
feedback will be provided.

 Step Two – A subject expert will mark your work using the criteria provided in the assessment
brief.

 Step Three – A moderation meeting takes place where all members of the teaching and marking
team will review the marking of others to confirm whether they agree with the mark and feedback

 Step Four – Work at Levels 5 and 6 then goes to an external examiner who will review a sample
of work to confirm that the marking between different staff is consistent and fair

 Step Five – Your mark and feedback is processed by the Office and made available to you.

On Academic Honesty

Please note that university rules and policies on academic honesty will be enforced.

▪ Copying from another student’s paper, from another text without written acknowledgement, or
copying what you have already submitted for another module is plagiarism.
▪ Study or project group activity is effective and authorized teamwork. Unauthorized help from another
person or having someone else write one’s paper or assignment is collusion.

Plagiarism and collusion are serious offences and will result in taking direct action.

Use of AI

AI may be used when appropriate (i.e., to generate ideas/brainstorm and aid with writing structure) but
must be acknowledged and, where output is included, cited. Using AI to generate the assignment is
presenting the AI-generated work as your own which is against academic honesty.

AI is a tool. When used correctly, it can help learning. But AI curates its content from web and does
not always provide correct information. So, it is your duty to double check information that is provided.
Also, AI may hinder learning if you become dependent on it as it may allow you to skip the steps
crucial to learn and foster knowledge and skills.

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If you are using AI in your assignment appropriately, just like you cite other materials, you also need to
disclose your use of AI writing tools by citing it and adding it to the references.

Other Notes:

A. This assignment is a platform for you to apply what you have learned throughout the module so
far. It also gives you a chance to demonstrate your critical thinking skills. Think deeply about your
ideas and elaborate on how you reached to a particular conclusion. Coming up with the “right”
answer without evidence of your thought process and your module learnings will not get you a high
grade from this assignment. To get a more detailed understanding of each grade’s equivalent,
please refer to the marketing rubric that is presented on the next page.
B. You do not need to use any external sources for this assignment other than gathering information
about the industry, competitors, or consumers. However, you can use other resources such as
books, research articles, magazines and the online content to support your ideas given that you
include citations. However, keep in mind that what we are interested in is your ideas.
C. You might need information apart from what is given to you or what you can find when answering
the questions. In this case, feel free to make realistic assumptions. But make sure that the
arguments/decisions you make that precede or follow these assumptions build on each other and
make sense.

Additional instructions for Re-sit

The same assignment task as for the main assignment applies to the re-sit except for the seminar
reflection report (Part 5). Instead, you will be asked to complete both digital marketing and social
media options within Part 4. Please see further instructions below.

Re-sit deadlines will be published via Moodle. Visit the module’s Moodle site and check your
Roehampton email account on a regular basis. The school/instructor is not obliged to check whether
you have noticed re-sit deadlines.

The original marking criteria will still apply (see marking grid in Appendix).

Resit - Individual Report, 4000 words including the following parts:

Part 1: Executive Summary (0%)

Part 2: SEO (Search Engine Optimization) Plan (40%)

Part 3: Email Marketing (20%)

Part 4: Digital Advertising (20%)

Part 5: Social Media (20%)

Please see page 1 and 2 for detailed explanation of each part.

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Appendix: Marking rubric

Grade Category
(range) 100 82- 95 72 - 78 62-68 52-58 42-48 25-35 0
Assigned mark
________________ Exemplary/ Upper Distinction Merit Pass Condonable Fail Fail Missing/ Not
Marking criteria Cannot be Distinction done
(weight out of 100) Improved

SEO Plan The SEO plan Excellent critical Very good Good Satisfactory The analysis of The SEO plan No SEO plan
40% cannot be analysis of the 3 explanation of explanation of explanation of content topics is below the provided or
improved upon. content topics content topics content topics content topics and keywords is necessary
It provides a and 15 and keywords, and keywords. and keywords generic or standard, with
highly detailed keywords with with depth in Use of SEO but lacks depth underdeveloped. minimal or
and insightful in-depth the justification. tools is and strong SEO tools are incorrect use
explanation of 3 explanation and Tools are used adequate but justification. mentioned but of SEO tools
well-researched justification. The correctly. The not fully The use of SEO poorly used or and an
content topics article ideas are article ideas are exploited. The tools is basic, justified. Article unclear or
and 15 strategic well developed, strong, and the article ideas are and article ideas are weak or flawed ranking
keywords, fully and the plan ranking plan is appropriate. ideas are irrelevant, and plan. Article
aligned with the demonstrates a effective and The ranking generic. The the ranking plan ideas are
niche. It uses all clear and aligned with the plan is solid but ranking plan is is unclear or missing or
the tools effective use of module may lack clear but not ineffective. highly
discussed in SEO tools. The learnings. advanced well developed, irrelevant.
classes ranking plan is insights or convincing, or
effectively and strong, well- specific module based on
justifies their supported by learnings. module
use. The 10 module learnings.
article ideas are learnings and
innovative and likely to achieve
highly relevant high results.
to improving the
site’s ranking.
The strategic
plan is cutting-
edge and
supported by
evidence from
module
learnings.
Email Marketing The email The newsletter The newsletter The newsletter The newsletter The newsletter is The email No email
20% marketing plan is well-designed is visually is appropriate is OK but lacks weak, with marketing marketing plan
cannot be and highly appealing and and functional strong appeal to minimal appeal or plan is below provided.
improved upon. relevant to the appropriate for but lacks the audience. connection to the standard, with
The newsletter niche audience, the niche creativity. The The explanation niche audience. a poorly
is highly with clear audience. The explanation of of its The explanation designed
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 Assessment Brief: Digital Marketing Practice 2024-25

engaging, alignment to the explanation of its effectiveness effectiveness is is limited and newsletter and
visually blog/article. The its effectiveness is reasonable generic and/or lacks insight. weak or no
appealing, and explanation of is solid, with and is based on not based on justification of
perfectly its effectiveness good reasoning module module its
targeted to the is strong, with behind how it learnings. learnings. effectiveness.
niche audience. good supports traffic
It aligns well justification of generation, and
with the how it will is based on
blog/article on generate traffic module
the website and and learnings.
demonstrates engagement
an advanced and is based on
understanding specific module
of email learnings.
campaign
strategies. The
plan provides a
detailed
explanation of
why this
campaign
would
effectively drive
traffic and
engagement,
backed by
module
learnings,
strong data and
analysis.

Digital Advertising The digital The display ad The display ad The display ad The display ad The display ad is The digital No display ad or
20% advertising plan is well-designed is visually is functional and is basic but weak, poorly advertising explanation
cannot be and highly appealing and suitable for the appropriate for designed, or not plan is below provided.
improved upon. relevant to the appropriate for chosen the website. suited to the the necessary
The display ad authoritative the selected authoritative but The explanation website. The standard, with
is exceptionally website. The ad website. The may lack of campaign explanation of a poorly
well-designed, format is logical campaign is creativity or effectiveness is campaign conceived or
creatively and aligned with explained strong OK but lacks effectiveness is irrelevant
tailored for the campaign’s clearly, with a alignment with strong unclear or display ad.
placement on a goals. The good rationale the niche. The justification. superficial, with The
relevant explanation of for why it is explanation of The discussion little discussion of explanation is
authoritative campaign expected to be why the of the the advantages missing or
website. The effectiveness is effective based campaign is advantages of of display largely
choice of ad strong, with on module effective is display advertising. ineffective,
format is well-supported learnings. The adequate but advertising is and there is
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 Assessment Brief: Digital Marketing Practice 2024-25

strategic and reasoning advantages of lacks depth. underdeveloped minimal or no

clearly aligned based on display The advantages , showing discussion of
with the niche module advertising are of display limited the
audience and learnings. The well-addressed, advertising are understanding, advantages of
campaign advantages of showing a solid adequately or not based on display
goals. The display understanding discussed module advertising.
explanation of advertising are of its role in the based on learnings.
why the digital discussed in campaign. module
advertising depth, showing learnings.
campaign is a clear
effective is understanding
detailed, of its benefits
insightful, and based on
supported by specific module
specific module learnings.
learnings. The
advantages of
display
advertising are
comprehensivel
y discussed,
showcasing a
deep
understanding
of how display
ads work in
driving
engagement
and visibility,
and class
learnings.

Social Media The social The two social Very good Good selection Satisfactory Poor or The social No social media
20% media strategy media channels selection of of social media selection of underdeveloped media plan is plan provided.
cannot be are excellently social media channels, with social media selection of social significantly
improved upon. chosen, with channels, with basic but channels, but media channels, below
The selection of strong, well- clear and adequate the justification with little or no standard. The
two social supported logical explanations of is generic. The reasoning choice of
media channels reasoning for explanations of their relevance type of content provided. The channels is
is highly their relevance why they are based on to be promoted content to be poorly justified
strategic and to the target suitable for the module is basic and promoted is weak or irrelevant to
based on audience and audience based learnings. The lacks clear or irrelevant, and the niche
thorough based on class on class content to be alignment with the engagement audience. The
research and learnings. The learnings. The promoted is the audience or strategies are content and
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 Assessment Brief: Digital Marketing Practice 2024-25

analysis. The type of content type of content suitable but platform. generic or engagement
explanation of to be promoted to be promoted may not be Engagement ineffective for the strategies are
why these is clearly is appropriate highly creative strategies are chosen platforms. either missing
channels are explained and and relevant. or tailored to the underdeveloped or highly
appropriate for highly suitable Engagement audience. or not based on ineffective for
the niche for the strategies are Engagement specific module generating
audience is audience. sound and strategies are learnings. traffic or
thoughtful, well- Engagement show a good reasonable but interaction.
justified, and strategies are understanding lack depth and
supported by well thought of the chosen use of specific
data, trends, out, specific to platforms based module
and based on the chosen on specific learnings.
module platforms, and module
learnings. The based on learnings
type of content specific module though they
to be promoted learnings. may lack some
is highly depth or
relevant, innovation.
creative, and
perfectly
aligned with the
target audience
and community
goals.
Engagement
strategies are
innovative,
detailed, and
specifically
tailored to the
chosen
platforms based
on specific
module
learnings.

Seminar The reflection The reflection The reflection The reflection is The reflection is The reflection The reflection The reflection
Reflection Report demonstrates offers excellent provides very good, providing satisfactory, provides limited is below the report is not
20% an exceptional insight into the good detail on clear takeaways offering basic or generic necessary submitted, or no
understanding seminar topics, the seminar from most of the takeaways from takeaways from standard. It reflections on
of the seminar with detailed takeaways, with seminars. The the seminars the seminars, lacks seminars are
topics. The takeaways from clear engagement but lacks critical with minimal meaningful provided.
student each session. explanations of with the analysis or engagement or takeaways or
provides highly The student what the material is solid depth. critical thought. reflections
detailed and reflects on their student learned. but may lack Engagement The insights are from the

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 Assessment Brief: Digital Marketing Practice 2024-25

insightful learning in a The reflections depth in with the underdeveloped seminars,

takeaways from meaningful show good connecting material is and do not show showing
each seminar, way, explaining engagement seminar content minimal, and meaningful minimal
demonstrating a how seminar with the to personal or connections to understanding or engagement
critical and discussions seminar professional personal reflection on the with the
thoughtful impact their material and learning. The learning or material. The content. The
engagement understanding offer some structure is application are structure and writing is
with material. and future insight into how logical, though weak. The detail are poor. unclear,
Reflections actions. The the learning can not highly writing is clear unstructured,
show deep reflection is be applied in detailed. but lacks detail or severely
connections well-written and practice. Writing or structure. lacking in
between structured, is clear and detail.
seminar showing strong well-organized.
discussions, engagement
student with the
learning, & material.
future
applications. All
reflections are
clearly written
and structured,
using examples
to explain
personal
insights.

9/9