MK7043 Digital Marketing Case Study Assessment Guide

Learning Outcomes Evidenced by this assignment:

1.Evaluate the relevance of traditional marketing theory to the digital realm.

2.Appreciate and understand the importance of interdisciplinary research to digital marketing

3.Appraise key metrics for evaluating digital campaign performance

4.Consider the relevance of traditional marketing thought to contemporary digital domains.

5.Evaluate how digital marketing can be integrated into company and marketing strategy

6.Understand how to develop a coherent digital marketing strategy and evaluate its results

7.Apply digital campaign management skills to contemporary organisations

8.Evaluate theory independently and understand how it applies to relevant case examples.

Submission procedure: All submissions should be submitted via Turnitin on the MK7043 Moodle Page.

Return of feedback and marked work:

Details of the task

Students have been provided with a case study on KUONI. The reference for the case is as follows:

A copy of the case study has been uploaded to the MK7043 Moodle site.

Using relevant digital marketing theory and industry sources, students should address the following questions:

1.What are the Strengths, Weaknesses, Opportunities and Treats for Fan Fit?.

2.Who are the competitors for Fan Fit?

3.What is the digital marketing strategy that you would recommend for them in order to be able to sell in other markets that you fell would be appropriate?

4.How should Fan Fit use Channels, Content and Data to reach its buyer personas?

5.What changes would Fan Fit have to make to implement the new strategy?

Students must submit the assignment with the correct front sheet to Turnitin, failure to do so will result in a penalty of 10%.

You have been asked to answer the question in a structured report. All the questions are related one to each other.

Title

• Short introduction
• Short Conclusion and personal reflection
• Bibliography
• Length 2000 words

Skills Advice

Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions.  Pay particular attention to:

• Your introduction
• Your conclusion
• The use of headings and/or signpost words
• Paragraph structure

The university expects students to use Harvard referencing as specified in the book Cite them Right.

• Further advice and a link to an online version of Cite them Right
• You should be careful to include citations within your work as well as a reference list at the end. Unreferenced work will fail.

Your word count should not include your introduction, conclusion, abstract, contents, reference list or appendices. You should provide your word count at the end of your assignment

Exceeding the word count by more than 10% will result in a penalty of 10% of your marks for your work.  

If your work is significantly shorter, then you will probably have failed to provide the level of detail required.

Submission to Turnitin of Work Submitted for Assessment

Our policy on the use of Turnitin recognises the educational desirability that all of our students should enjoy the opportunity to self-submit their work to Turnitin (before submitting for assessment).  We also recognise that Turnitin Originality Reports will sometimes assist in the identification of plagiarised work submitted for assessment.

Work that is submitted to Turnitin generates a Turnitin originality report, showing which parts of it have been reproduced from which sources. The system compares submissions to material that is to be found: on the world-wide web; in its database of previous submissions; and in its growing number of databases of published articles. You should not assume that a Turnitin originality report with a low similarity index is evidence that the piece of work concerned is free from plagiarism.

Our policy provides that a Module Leader may decide, in accordance with the policy of the School of Business and Law, that all student submissions for a particular component of assessment should be submitted to Turnitin, provided that the relevant Module Guide includes a notice to that effect.

Notice is hereby given that all submissions of reports for this Module must be submitted to Turnitin.  Detailed guidance on how to submit your work to Turnitin will be made available on this Module’s Moodle site.

If you fail to submit your assignment to Turnitin by the deadline you will receive a 5% penalty if 24-hours late, should the presentation be any later than 24-hours you must apply for extenuation following university procedure.

Details of UEL’s Extenuation procedure can be found at the following link:

The material that you submit to Turnitin will be marked.  A late submission will receive a penalty of 5%.

Please be aware that the Turnitin site will advise you that late submissions are accepted.  This is only for the purposes of allowing students who are claiming extenuation to submit their work.

Please read the material in the submission folder and make sure that you attach the feedback sheet as requested and save the document using the format for the name of the document as specified.