5MK510 Digital and Social Media Module Handbook 20162017 Upload
5MK510 Digital and Social Media Module Handbook 20162017 Upload
5MK510 Digital and Social Media Module Handbook 20162017 Upload
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................................................................................................................... 3
Module Code and Title................................................................................................................ 3
Number of credits......................................................................................................................... 3
Description of Content................................................................................................................ 3
Module Learning Outcomes...................................................................................................... 4
Brief details of assessment........................................................................................................ 4
Module Learning and Teaching Methods............................................................................5
2. Module Tutor Details................................................................................................................... 6
3. Module Schedule........................................................................................................................... 7
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........................................................................................................... 17
Plagiarism and Academic Offences..................................................................................... 17
Referencing................................................................................................................................... 18
eSubmission................................................................................................................................. 18
Attendance.................................................................................................................................... 19
If you have a problem............................................................................................................... 19
Referrals......................................................................................................................................... 21
Feedback, grades and return of work................................................................................ 21
Understanding feedback......................................................................................................... 22
7. Assessment Criteria................................................................................................................... 23
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4
1. Module Specification
Number of credits
20 credits
Description of Content
4. General Bibliography
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.
Core Textbooks
Journals
Journal Papers
All these journal papers (and many more) are FREE to access
via your university login.
vid=14&sid=d45e0fa1-84b7-4c1a-bad9-
dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9
ZWRzLWxpdmU%3d#db=psyh&AN=2012-07525-006 [Accessed
13 January 2014].
Useful websites
5. Module Assessment
Assessment brief
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.
Word count
Headings.
Body text (main content).
All tables not specified below.
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.
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
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
https://www.youtube.com/watch?v=NDgqqPvMn0U
20
E-submission information
7. Assessment Criteria
Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
90-100% Exceptional SWOT on the organisation’s current use of Exceptional TOWS analysis and commentary. Exceptional identification of all
Excellent social media. Exceptional digital marketing strategy. resources and a detailed, timed,
(First) Exceptional evaluation of two competitors using social Exceptional SMART objectives. realistic budget.
media. Exceptional outline tactical plan
Exceptional identification of two key customer groups and The work includes digital marketing models, created in Excel or other
development of personas. which are applied in an exceptional way. spreadsheet, showing 35 to 40
Exceptional customer journey flowchart or graphic. varied activities, for different
The work is underpinned with a wide range of roles and is embedded into the
The work includes digital marketing models, which are applied excellent and relevant academic references, Word document.
in an exceptional way and adapted where needed. showing depth of research and understanding.
The work is underpinned with a wide range of excellent and The work is presented to a professional
relevant academic references, showing depth of research and standard and Harvard referencing is followed
understanding. The work is presented to a professional exactly.
standard and Harvard referencing is followed exactly.
80-89% Advanced SWOT on the organisation’s current use of social Advanced TOWS analysis and commentary. Advanced identification of all
Excellent media. Advanced digital marketing strategy. resources and a detailed, timed,
(First) Advanced evaluation of two competitors using social media. Advanced SMART objectives. realistic budget.
Advanced identification of two key customer groups and Advanced outline tactical plan
development of personas. The work includes digital marketing models, created in Excel or other
Advanced customer journey flowchart or graphic. which are applied in an advanced way. spreadsheet, showing 30 to 35
varied activities, for different
The work includes digital marketing models, which are applied The work is underpinned with a wide range of roles and is embedded into the
in an advanced way and adapted where needed. excellent and relevant academic references, Word document.
showing depth of research and understanding.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and The work is presented to a professional
understanding. The work is presented to a professional standard and Harvard referencing is followed
standard and Harvard referencing is followed exactly. exactly.
www.derby.ac.uk/business
22
Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
70-79% Extremely good SWOT on the organisation’s current use of Extremely good TOWS analysis and Extremely good identification of
Excellent social media. commentary. all resources and a detailed,
(First) Extremely good evaluation of two competitors using social Extremely good digital marketing strategy. timed, realistic budget.
media. Extremely good SMART objectives. Extremely good outline tactical
Extremely good identification of two key customer groups plan created in Excel or other
and development of personas. The work includes digital marketing models, spreadsheet, showing 25 to 30
Extremely good customer journey flowchart or graphic. which are applied in an extremely good way. varied activities, for different
roles and is embedded into the
The work includes digital marketing models, which are applied The work is underpinned with a wide range of Word document.
in an extremely good way and adapted where needed. excellent and relevant academic references,
showing depth of research and understanding.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and The work is presented to a professional
understanding. The work is presented to a professional standard and Harvard referencing is followed
standard and Harvard referencing is followed exactly. exactly.
60-69% Very Very good SWOT on the organisation’s current use of social Very good TOWS analysis and commentary. Very good identification of
Good (2nd media. Very good digital marketing strategy. resources and a timed budget.
Div.1) Very good evaluation of two competitors using social media. Very good SMART objectives. Very good outline tactical plan
Very good identification of two key customer groups and created in Excel or other
development of personas. The work includes at least two digital marketing spreadsheet, showing 20 to 25
Very good customer journey flowchart or graphic. models, which are applied in a very good way. varied activities, for different
roles and is embedded into the
The work includes digital marketing models, which are applied The work is underpinned with a range of very Word document.
in a very good way. good and relevant academic references,
showing very good evidence of research and
The work is underpinned with a range of very good and understanding.
relevant academic references, showing very good evidence of
research and understanding. The work is presented to a very The work is presented to a very good standard
good standard and Harvard referencing is followed mainly as and Harvard referencing is followed mainly as
required. required.
www.derby.ac.uk/business
23
Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
50-59% Good Good SWOT on the organisation’s current use of social Good TOWS analysis and commentary. Good identification of some
(2nd Div.2) media. Good digital marketing strategy. resources and a budget.
Good evaluation of two competitors using social media. Good SMART objectives. Good outline tactical plan
Good identification of two key customer groups and created in Excel or other
development of personas. The work includes at least one digital marketing spreadsheet, showing 15 to 20
Good customer journey flowchart or graphic. model, which is applied in a good way. varied activities and is
embedded into the Word
The work includes some digital marketing models, which are The work is underpinned with good and relevant document.
applied in a good way. academic references, showing good evidence of
research and understanding.
The work is underpinned good and relevant academic
references, showing good evidence of research and The work is presented to a good standard and
understanding. The work is presented to a good standard and Harvard referencing is apparent and followed in
Harvard referencing is apparent and followed in places. places.
40-49% Satisfactory SWOT on the organisation’s current use of Satisfactory TOWS analysis and Satisfactory standard of plan,
Satisfactory social media. commentary. showing at least 5 activities.
(3rd) Satisfactory evaluation of two competitors using social Satisfactory digital marketing strategy. Satisfactory identification of
media. Satisfactory SMART objectives. some resources and summary
Satisfactory identification of two key customer groups and budget.
development of personas. The work includes a digital marketing model.
Satisfactory customer journey flowchart or graphic.
The work is underpinned with satisfactory
The work includes a digital marketing model. academic references, showing some research
and understanding.
The work is underpinned with satisfactory academic
references, showing some research and understanding. The The work is presented to a satisfactory standard
work is presented to a satisfactory standard and Harvard and Harvard referencing is used in places.
referencing is used in places.
www.derby.ac.uk/business
24
Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
35-39% (Fail) Inadequate SWOT on the organisation’s current use of Inadequate TOWS analysis and commentary. Poor standard of plan, showing
Unsatisfactory social media. Inadequate digital marketing strategy. limited activities. Difficult to
Inadequate evaluation of two competitors using social Inadequate SMART objectives. follow.
media. Poor description of resources
Inadequate identification of two key customer groups and The work lacks academic references and and weak budget
development of personas. contains inadequate online references,
Inadequate customer journey flowchart or graphic. including, for example Wikipedia and Ehow. The work is poorly presented and
Harvard referencing is not used.
The work lacks academic references and contains inadequate The work is poorly presented and Harvard
online references, including, for example Wikipedia and Ehow. referencing is not used.
0-34% (Fail) Virtually no SWOT on the organisation’s current use of Virtually no TOWS, weak or non-existent Inadequate standard of plan,
Very Poor social media. strategy and weak objectives. showing few activities. Lack of
Virtually no evaluation of two competitors using social resources and no budget.
media. The work is badly presented and contains
Virtually no identification of two key customer groups and inadequate online or virtually no references. The work is badly presented.
development of personas.
Virtually no customer journey flowchart or graphic.
0-4% (Fail) Nothing or hardly anything of merit submitted. When no work Nothing or hardly anything of merit submitted. Nothing or hardly anything of merit
Nothing of is submitted the NS notation will apply. When no work is submitted the NS notation will submitted. When no work is
Merit apply. submitted the NS notation will
apply.
www.derby.ac.uk/business