Assignment Guidance

Assignment Guidance

Assignment Guidance

This is just a guide and not meant to be prescriptive about what you should be doing. 
You need to put forward your own ideas about what is a suitable digital marketing communications plan. 

 

Work on the basis that you are putting forward a set of proposals for your digital communications plan, which are justified by the theory and reference to models or parts of models to support your points.

 

You may find it easier to apply the theory if you use a high involvement product to illustrate your points, e.g. luxury clothing, cars, tech products. It is your plan based on your ideas on to market the product.

 

People might do very different plans and both might be very good because both are justified, and appropriate for the product / organisation.

Remember you are being assessed on the justification of your ideas which are applicable to your selected organisation and heavily supported by theory and references.

Minimise the ‘what’ you are doing. Maximise the ‘why’ you are doing it.

 

Learning Outcomes 
1.Assess and critically evaluate the theoretical and commercial impacts of strategic digital marketing communications. 
2.Analyse and interpret data and, by the integrating theory and practice, develop strategies that can be applied to a variety of commercial and professional situations. 
3.Demonstrate advanced digital marketing specialist and functional skills in the formulation of appropriate innovative and effective strategies. 

Assessment Task
A 4,000 word individual assessment, in the form of a report, that applies contextual understanding of digital marketing communications, to the development of a strategy and campaign for the organisation of the student’s choice (100% weighting). 

 

Specific Criteria/Guidance

Using an organisation to illustrate your discussion, you are required to produce a 4,000 word individual report, in the form of a digital communications plan.  The report needs to reflect the contextual understanding of the digital marketing environment in which the organisation is operating. 

You should use this contextual understanding to develop a bespoke digital marketing communications strategy and relevant tactical recommendations for the chosen organisation.

The organisation selected by the student but must be agreed with the Module Tutor. 
Your report should include the following with a suggestion as to word count allocation as follows:

Specific Criteria/Guidance

Using an organisation to illustrate your discussion, you are required to produce a 4,000 word individual report, in the form of a digital communications plan.  The report needs to reflect the contextual understanding of the digital marketing environment in which the organisation is operating.

 
You should use this contextual understanding to develop a bespoke digital marketing communications strategy and relevant tactical recommendations for the chosen organisation.

The organisation selected by the student but must be agreed with the Module Tutor.

The suggested word count is a broad guidance only. It is for you to decide where you want to place the emphasis in your assignment.

 

Ensure you make full use of theory, models and references to support the justification of your digital communications decisions.

Recommended Journals:
Journal of Digital and Social Media
Journal of Digital Media Management
Journal of Communication Management
Journal of Marketing Management
Journal of Public Relations Research
Public Relations Review

 

Submission Guidance

You must submit assessments in Microsoft Word, Microsoft PowerPoint or PDF format. More information, including the exact accepted file types, can be found here.
The file must be no larger than 40MB.
Your writing is expected to conform to Standard English in terms of spelling, syntax and grammar.
You must include your Assessment Number (J Number) in the header or footer.
Include your word count at the end of the assignment or the front cover.
Set up your page for A4 paper in portrait style.
The font size must be a minimum of point 12 Calibri (or equivalent) for the body of the assessment and footnotes must be 2 points smaller.
Line spacing in the body of the assessment must be 1.5 lines.
Number the pages consecutively.

Students should submit work before 12 noon (unless otherwise specified) on the deadline date electronically via Moodle. Please follow the ‘Turnitin submission’ link on the module space and follow the on-screen instructions, paying particular attention to any specific instructions for each assignment. 

You must submit your work with the following details written on the first page:
Title of your work
Module title and code
Module Leader and Seminar Tutor (if relevant)
Number of words
Your student assessment number (J Number)

Student work that does not have this information on will not be identifiable after marking has taken place and risks being recorded as a non-submission.