Faculty of Business and Law
Department of Business and Management
ACADEMIC YEAR 2016/17
ASSESSMENT BRIEF
Module Code:
Module Title:
Submission Deadline:
Assessment Component
Assessment Weighting: UMKD6S-15-3
Interactive & Digital Marketing
3 January 2017
B
50 per cent of total module mark Assessment Instructions
Background information:
City Hall, the home of Bristol City Council (BCC), reopened in May 2016 following a major
refurbishment. The first floor is now available for the public to hire.
There are 17 bookable rooms across the first floor including the council chamber,
conference hall and several meeting and conference rooms of different sizes, both modern
and heritage. There are several large function rooms suitable for weddings, funerals,
christenings etc.
A webpage promoting the venue space is now live at www.bristol.gov.uk/web/city-hall/home
Following budget cuts from central government, BCC needs to make substantial savings by
2017/18. Generating income will be an integral part of this exercise. City Hall is an asset
which has potential to bring in significant income. With several historic rooms, including the
Conference Hall, Council Chamber and Lord Mayor’s Reception Room, licensed for
weddings and civil partnerships, the hope is that the council can benefit from the flourishing
wedding market.
Benefits of City Hall: Central location with good bus links
Beautiful, impressive building providing great views of the city and an ideal backdrop
for photos
Already licensed for weddings and civil partnerships
A variety of room sizes from the grand council chamber to smaller function rooms
Newly refurbished
All the rooms have modern features but many retain original heritage features
There are no supplier contracts in place so the booking party can use their own
caterers or the preferred suppliers list, completely at the booking party’s discretion Potential key messages: Just engaged? Come and take a look at our two function rooms
Want a grand venue but not a church wedding? City Hall is the perfect venue
The beautiful, historic City Hall, with its high ceilings, impressive space and views, is
the perfect venue for your winter wedding
City Hall, and the beautiful College Green, is the perfect space for your summer
wedding
1 Your marketing brief:
Propose a six-month digital marketing campaign to promote City Hall as a wedding venue to
couples who are hoping to book their wedding between January – June 2017 (i.e. not
necessarily getting married in that period, but making the venue booking then). For
example, this might include couples who get engaged during the Christmas 2016 period and
are planning a wedding or civil partnership for the summer or following winter.
There is a specific wedding page link here: https://www.bristol.gov.uk/web/city-hall/weddings
Pricing will not be advertised, but will be discussed with potential customers who contact
BCC.
BCC would like a proposal outlining the digital marketing activity that you would recommend
during a six-month period. This digital marketing activity must attract potential customers to
the BCC wedding page https://www.bristol.gov.uk/web/city-hall/weddings.
Your proposal should include ways of reaching and engaging potential customers, plus an
explanation of the data this would provide. You should also make suggestions for the use of
visual content (images, video or words) on the BCC wedding page.
Your proposal is expected to cover the following elements:
1. Digital marketing objectives
2. Target audience
3. Creative content
4. Audience acquisition
5. Measurement and use of data
Specific considerations within these elements: In a competitive market, what objectives and key performance indicators (KPIs)
should BCC set to ensure that City Hall competes with other popular venues? Why? Can you identify and justify a specific target audience? How can BCC use content (images, video or words) to attract customers who might
otherwise be tempted by a competitor’s venue? How can you help BCC to reach potential customers when they are researching
wedding information online? Could BCC use Google, social media or any other third-party channels? If so, how? How will BCC know whether its digital marketing activity has been successful?
There is no need to provide details of your budget at this stage.
Your proposal will need to be formatted as a formal business document created in Microsoft
Word, submitted by 3 January 2017. It is recommended that you entitle this document ‘Sixmonth digital marketing proposal’.
Important note
You are not expected to undertake any primary research or visit City Hall. You may wish to
research the market and marketing activity undertaken in similar situations, however you
should not contact any external organisations or people.
Further instructions
You are expected to use academic concepts and theories from the course, and your own
reading, to underpin your work and support the judgements you are making. You should
reference any background information or data that you research, plus any academic
concepts and theories used in your proposal.
2 This is an individual assignment. You are not expected to work on this in pairs or groups
(please see note regarding collusion and plagiarism below). Assessment Criteria
This assessment particularly focuses on your ability to: Consider the market and then identify appropriate objectives Identify a target audience which your plan of activity specifically aims to engage Choose and use appropriate digital media in a way that will appeal to the target
audience Consider the way your target audience will discover your content Explain the data your activity will generate and how this will be used Present your proposal in a well-written document following an appropriate structure
Full marking guidelines and criteria are provided in Appendices A and B. Learning Outcomes
The coursework assessment is designed to enable you to partially demonstrate the learning
outcomes required for the successful completion of the module, as detailed in the module
specification:
1. Demonstrate understanding of interactive and digital marketing within a marketing
management context, paying due regard to changes in the traditional marketing paradigm
and the advent of new enabling techniques.
2. Apply interactive and digital marketing knowledge to the development of persuasive direct
and digital marketing plans, including effective use of social media.
3. Analyse complex interactive and digital marketing scenarios, identify and evaluate
alternative strategies, offer imaginative solutions through the use of various interactive and
digital marketing tools and frameworks.
4. Make selective and critical use of academic material in addressing interactive and digital
marketing problems.
5. Demonstrate an ability to communicate effectively in written form. Format
As above, this is a formal business document, not an academic essay. All work should be
word processed in 12 point font Times New Roman or Arial and using 1.5 line spacing.
It must also be submitted as a Microsoft Word document.
Please ensure that you provide the following details on the first page of your coursework: Student Number Module Name and Number Word Count
Please use headings and subheadings to provide clear structure. As a reminder, your
proposal is expected to cover the following elements:
1. Digital marketing objectives
2. Target audience
3. Creative content
4. Audience acquisition
5. Measurement and use of data
You should also use diagrams, charts or images where they help support your proposals.
Please check your work for accurate spelling and grammar before submitting.
3 Word Limit
The word limit for this coursework is 2,000 words. Nothing beyond 2,000 words will be taken into account in the allocation of marks.
There is no direct penalty for exceeding the word count but the marker WILL STOP
reading once the word limit has been reached. The word count includes everything in the main body of the text (including headings,
tables, citations, quotes, lists, etc.).
The references, bibliography and any footnotes are NOT included in the word count.
You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies
You are not expected to include appendices. Appendices should not be used as a means to
include new data. Any appendices beyond the 2,000 word limit will not be marked (see
above – the marker will stop reading at 2,000 words). Referencing:
You need to reference the academic concepts and theories that influence your proposal.
You should also reference any background information or data that you research. Please
ensure you adhere to the principles of good academic practice and ensure you use the UWE
Harvard system to reference your work. Failure to properly reference your work to original
source material can be grounds for the assessment offence of plagiarism and may result in
failure of the assessment or have more serious implications.
For further guidance on correct referencing go to:
http://www1.uwe.ac.uk/students/studysupport/studyskills/referencing.aspx
Details of what constitutes plagiarism and how to avoid it can be found here:
http://www1.uwe.ac.uk/students/studysupport/studyskills/readingandwriting/plagiarism.aspx
For general guidance on how to avoid assessment offences see:
http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentoffences.aspx Instructions for submission
You must submit your assignment before the stated deadline by electronic submission
through Blackboard. Notification that the electronic submission portal is open for your
assignment is displayed (usually two weeks before the submission date) in the Coursework
tab in myUWE, the Coursework tab in Blackboard and via an announcement in the
Blackboard course.
Please ensure you allow sufficient time to upload your script, noting that the system
becomes busier and slower as the deadline approaches. Only your final upload will be
counted. Ensure all your information is submitted at one attempt to avoid ‘overwriting’ your
intended submission. Always check and retain your receipts.
Late submission in the 24 hours following the deadline will be accepted but the assignment
mark will be capped at 40%. Submissions after 24 hours will not be accepted. For full
guidance on online submission through Blackboard, see:
http://info.uwe.ac.uk/online/Blackboard/students/guides/assignments/default.asp
Submissions of coursework by any other method (including a paper copy, on disc, by email
or by fax) are NOT permissible for this module unless specifically agreed in advance of the
submission date. 4 Before submitting your work, please ensure the following: That you have proof read you work thoroughly to ensure your work is presented
appropriately That you have addressed all the required elements of the assessment That you have referenced in accordance with the guidance provided That you have addressed each of the marking criterion That the submission is in the correct format Feedback
Students will normally receive marks and feedback on their submission within 20 working
days of the submission deadline (not including any public holidays or university closure
days). Any delay in returning students’ work will be communicated by the module leader via
Blackboard.
Please note feedback can take many forms and can be summative (provided for work
completed) or formative (provided for on-going work or activities). Feedback on this module
is not limited to the written comments you will receive on individual written assessment
submissions. For example, you will receive formative feedback on your ideas in the tutorials
during weeks 11 and 12. Further Guidance
Guidance on study skills: http://www1.uwe.ac.uk/students/studysupport/studyskills.aspx
Support from the FBL Academic Success Centre (2B076):
http://www1.uwe.ac.uk/bl/bbs/aboutus/studentexperience/academicsupportcentre.aspx
Guidance on UWE assessment regulations and terminology:
http://www1.uwe.ac.uk/students/academicadvice/assessments/assessmentsguide.aspx
Guidance on using the library: http://www1.uwe.ac.uk/library/usingthelibrary.aspx Extenuating Circumstances
If you are experiencing difficulties in completing a piece of assessment on time due to
unexpected circumstances (for example illness, accident, bereavement), you should seek
advice from a Student Support Adviser at the earliest opportunity. Please note the module
leader cannot grant extenuating circumstances or extensions.
Appointments with a student adviser can be made via an Information Point or online at:
http://www1.uwe.ac.uk/students/academicadvice/studentadvisers.aspx
The Student Support Adviser will advise as to whether you should submit an application for
‘Extenuating Circumstances (ECs)’, how to do so and what evidence is required to support
the application.
Further details on ECs can be found here:
http://www1.uwe.ac.uk/students/academicadvice/assessments/extenuatingcircumstances.as
px A final word on assessment offences…
Plagiarism and collusion
We expect you to reference the academic literature that has informed your decisionmaking. If you are using background or market information, diagrams, models, tables,
quotations or ANY other material from a published or unpublished source, you must also
give details of that source. Use UWE Harvard system, and if in doubt ask a tutor for
5 clarification. To fail to credit your sources is plagiarism, which is an assessment offence
according to the regulations of the University.
Another commonly reported assessment offence is collusion: although you can discuss,
review or advise on each other’s work, to present the same or similar piece of individual
work between two or more of you is collusion.
To avoid either of these offences: NEVER CUT AND PASTE FROM A RESOURCE INTO YOUR OWN WORK – even if
you later change the words, students often get caught out Never allow other students to use your work. Never copy from other students’ assignments. Never copy from previous years’ assignments. Never copy from assignments at other universities or from other modules. Never use internet essay mills or ‘cheat sites’. Never copy from books, articles or newspapers without full attribution. Never copy material from the internet, or from any other source whatsoever.
For more details visit the library website at:
http://iskillzone.uwe.ac.uk/RenderPages/RenderRoom.aspx?Context=10&Area=8&Room=
24 6 Appendix A – Marking guidelines by grading level
1st (70%+)
The assignment will be clearly distinctive and characterised by ALL of the following: All tasks are comprehensively and clearly addressed Very high levels of analysis, synthesis and application throughout the assignment Excellent argumentation with strong rationale for very creative ideas Very well integrated recommendations with strong links between sections Consistently outstanding presentation quality – authoritative, compelling and
persuasive; accurate acknowledgement of all relevant sources
2:1 (60-69%)
Well above average and generally characterised by much of the following: Tasks are comprehensively and clearly addressed Strong evidence of analysis, synthesis, application and creativity Very strong arguments with persuasive rationale leading to good creative ideas Well integrated campaign recommendations with strong links between sections Excellent presentation quality – confident, consistent and persuasive; accurate
acknowledgement of all relevant sources
2:2 (50-59%)
Generally around average with no areas outstanding, characterised by much of the
following: Clearly addresses the tasks but coverage may be varied Points made are likely to be more descriptive than analytical. Points are accurate
and well-informed but substantiation of arguments may not be applied consistently Arguments reveal reasonable evidence of knowledge, understanding, analysis,
application and creativity Reasonable linking between sections to enable building of relevant recommendations Quality of presentation fairly good although some inconsistencies; accurate
acknowledgement of all sources
Pass (40-49%)
These submissions are generally of an acceptable level, characterised by much of the
following: Adequately addresses the tasks set out in the brief although coverage is likely to
show a lack of attention to several of the tasks and some omissions Points made will be generally accurate but are likely to be more descriptive than
analytical, may contain errors and are likely to be weak in terms of justification Arguments are reasonably organised but unlikely to demonstrate real insight, depth,
imagination or creativity Some inconsistency in linking between sections and integrating recommendations Reasonably coherent presentation although lapses in structure, grammar, spelling
Fail (less than 40%)
The following characteristics generally constitute a fail: Inability to address all the tasks set out in the brief in sufficient depth Points made are largely unjustified, unsubstantiated and superficial Arguments are descriptive, unclear, illogical or inconsistent and will contain
inaccuracies and limited creativity demonstrated Very little attempt to link sections and recommendations lack coherence Disorganised presentation – poor structure, grammar, spelling – lacking in
persuasiveness
7 Appendix B – Marking criteria CREATIVE CONTENT VISIBILITY What
markers
will look
for Digital marketing
objectives
Consideration of the
market, with
identification of
appropriate objectives Target audience
Clear identification
of a target audience
which your plan of
activity specifically
aims to engage Creative content
Choose and use appropriate
digital media in a way that will
appeal to the target audience Audience
acquisition
Consideration of the
way your target
audience will
discover your
content Measurement
An explanation of
the data your
activity will
generate and how
this will be used Presentation
A neatly presented and
well-written document
following an
appropriate structure Weighting
Relevant
study units
How this
relates to
the module
learning
outcomes 10% 10%
2 30%
3 30%
6 10%
9 10% 9
1. Demonstrate
understanding of
interactive and digital
marketing within a
marketing management
context.
3. Analyse complex
interactive and digital
marketing scenarios. 2. Apply interactive and
digital marketing
knowledge to the
development of
persuasive direct and
digital marketing plans.
3. Analyse complex
interactive and digital
marketing scenarios. 2. Apply interactive and digital
marketing knowledge to the
development of persuasive direct
and digital marketing plans.
3. Identify and evaluate alternative
strategies and offer imaginative
solutions through the use of various
interactive and digital marketing
tools and frameworks.
4. Make selective and critical use of
academic material in addressing
interactive and digital marketing
problems. 2. Apply interactive and digital marketing knowledge
to the development of persuasive direct and digital
marketing plans, including effective use of social
media.
3. Use of various interactive and digital marketing
tools and frameworks. 2. Apply interactive and
digital marketing knowledge
to the development of
persuasive direct and digital
marketing plans.
5. Demonstrate ability to
communicate effectively in
written form. Expected
features of a
first (70%+) Thorough analysis, with
SMART objectives. Provides thorough
evidence to identify a welldefined group of people to
communicate with. Comprehensive understanding of the
psychological impact that the activity
will have. Very clear explanation of
the content that will be used. Very
clear consideration of how this content
will be created or manipulated. A very well thought-out
process for optimising
visibility, including the use
of search engines and/or
advertising and/or social
media. Excellent understanding
of the type of data to be
generated, plus ways of
capturing this. Thorough
consideration for how
this data will be used. Very clear to follow, with
excellent visual appeal. An
attractive cover page,
complete contents page, page
numbers, clear and logical
flow, excellent spelling and
grammar and inclusion of all
required elements. 7-10 marks 7-10 marks 21-30 marks 21-30 marks 7-10 marks 7-10 marks 4 8 7 8 Expected
features of
an upper
second
(60%+ Expected
features of a
lower
second
(50%+) Expected
features of a
pass (40%+) Expected
features of a
fail (below
40%) Good analysis, with SMART
objectives. Provides well-chosen
evidence to identify a
group of people to
communicate with. Good understanding of the
psychological impact that the activity
will have. Good explanation of the
content that will be used. Good
consideration of how this content will
be created or manipulated. A clear process for
optimising visibility,
including the use of search
engines and/or advertising
and/or social media. Good understanding of
the type of data to be
generated, plus ways of
capturing this. Sensible
consideration for how
this data will be used. Clear to follow with strong
visual appeal. A cover page,
complete contents page, page
numbers, reasonable flow,
generally accurate spelling
and grammar and inclusion of
all required elements. 6 marks
Some analysis, with
measurable objectives. 6 marks
Some evidence of a group
of people to communicate
with. 18-20 marks
Sound understanding of the
psychological impact that the activity
will have. Some explanation of the
content that will be used. Some
consideration of how this content will
be created or manipulated. 18-20 marks
Some description of a
process for optimising
visibility, including the use
of search engines and/or
advertising and/or social
media. 6 marks
Some understanding of
the type of data to be
generated, plus ways of
capturing this. Some
consideration for how
this data will be used. 6 marks
Generally clear to follow with
some visual appeal. A cover
page, contents page, page
numbers, some structure,
reasonable spelling and
grammar and inclusion of most
of the required elements. 5 marks
Brief information on the
market, with general
objectives. 5 marks
Some description of a
group of people to
communicate with. 15-17 marks
Brief understanding of the
psychological impact that the activity
will have. Limited explanation of the
content that will be used. Limited
consideration of how this content will
be created or manipulated. 15-17 marks
Little evidence of a
process for optimising
visibility, but some mention
of search engines and/or
advertising and/or social
media. 5 marks
Basic mention of the type
of data to be generated
or ways of capturing this.
Little consideration for
how this data will be
used. 5 marks
Clear in places but little visual
appeal. A title, indication of
contents, some form of
numbering/labelling, some
structure, significant spelling
and grammar errors and lacks
some of the important
elements. 4 marks
Limited or no analysis, with
few or no objectives and
limited evidence of strategy 4 marks
Lacks evidence that this
plan has identified a
people to communicate
with. 12-14 marks
Lacks understanding of the
psychological impact that the activity
will have. Lacks explanation of the
content that will be used. Lacks
consideration of how this content will
be created or manipulated. 12-14 marks
Lacks evidence of a
process for optimising
visibility, or the use of
search engines or
advertising and/or social
media. 4 marks
Lacks understanding of
the type of data to be
generated or ways of
capturing this. Lacks
consideration for how
this data will be used. 4 marks
Unclear and visually
unappealing. Lacks a title,
lacks indication of contents,
lacks some form of
numbering/labelling, lacks
structure, contains significant
spelling and grammar errors
and lacks several required
elements. 0-3 marks 0-3 marks 0-11 marks 0-11 marks 0-3 marks 0-3 marks 9
