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Assessment of Digital Marketing Strategies and Consumer Behavior

Learning outcomes

Organised and presented outstandingly with a flawless structure Outstanding Digital Marketing language and communication style. Harvard references impeccably applied in reference section and cited within the text An outstanding range of reliable and relevant sources utilised. An outstanding digital analysis of the organisation. 

Outstanding synergy of SOSTAC (or other Digital Marketing Strategy), with each section building from previous Outstanding production of creative examples of content to be used within the Digital Marketing Plan. Outstanding production of Social Media content that demonstrates an outstanding understanding of developing a desired positive impact on consumer behaviour

Excellent synergy of SOSTAC (or other Digital Marketing Strategy), with each section building from previous. Excellent production of creative examples of content to be used within the Digital Marketing Plan.Excellent production of Social Media content that demonstrates a clear understanding of developing a desired positive impact on consumer behaviour.

Submitted late, no submission or case of dishonest practice. 

This assignment is designed to assess learning outcomes:
1. Apply and synthesise principles and perspectives of traditional marketing theory to digital marketing.
2. Critically assess the implementation, control and evaluation of the online marketing planning process.
3. Critically evaluate the impact of social networks on online consumer behaviour and the digital marketing strategies of organisations.
4. Conduct a critical analysis of contemporary digital marketing strategy.
Word Count

Although there is no word count, there will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the poster size (A1), or allotted time (10 minutes) by 10% or more.

How to submit your assessment

The assessment must be submitted by 18:00 on the date stated on the front. You can access the submission link through the module web.

•    Your coursework will be given a zero mark if you do not submit a copy through the VLE. Please take care to ensure that you have fully submitted your work. A zero mark will also be given to missing the viva. 
•    Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
•    All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero. 
•    The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict.  If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.

•    Students MUST keep a copy and/or an electronic file of their assignment.
•    Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.


Please see information on the various VLE platforms (Aula, Teams, Future Learn, University Website, etc.)


As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work.  Doing so is known as plagiarism.  It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure,You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on the VLE.

Self-plagiarism or reuse of work previously submitted
You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

The VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the APA Reference Style (on the VLE) and use it correctly to avoid a case of plagiarism or cheating being brought.  Again, if you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you 10 working days after the final viva. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online (for grades) and face to face/ virtually (for feedback of your presentation). As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review. 

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