Measuring Marketing Performance: Analysis, Recommendations, and Presentations - Module Assessment

Undertake a competitor analysis (3 Key Competitors)

Students record presentations and submit via CANVAS as part of the assessment process. All group members must participate equally in the presentation.

• The case business is Fabweld Steel Products who are market leaders in the steel fabrication industry. Specialists in the design and manufacture of fabricated steel products, their product portfolio is vast, with clients from a range of different sectors. Their client base consists of businesses from a range of different sectors. The current target audience for FSP is Builders merchants and Architects/ specifiers.
• Using your knowledge of MPM and the principles of measuring marketing performance, you are required to:

a.Undertake a competitor analysis (3 Key Competitors)

b.Review the web and social media analytics data

c.Create a targeted marketing content for LinkedIn using Canva.com

d.Present your recommendations to the business

Apply the theory and principles of measuring marketing performance in a presentation to the directors of the business 25

 Using the latest digital and analytic techniques, demonstrate how you propose to measure the quantitative and qualitative data generated 25

Record presentation, suitable for management at the business, with all members of the team taking part in the formal online presentation, recorded for review as part of the assessment process. 10

Based on your knowledge of the theory supporting measuring marketing performance, which expands on the academic principles of measurement, monitoring and analyzing marketing performance data, showing how this can be used to Analyse digital marketing actions, describing the resources and techniques used and making recommendations with worked. Provide a wide range of references to support and justify your recommendations.

(Instructions for return / collection of assessments) Students will receive their grades and feedback within 4 weeks from the date of submission via Canvas

This assessment is testing Module Learning outcomes Tick if tested here

LO1 Demonstrate knowledge and understanding of the principles of measuring marketing performance and justify the investment by means of return on marketing investment (ROI).

LO2 Use the latest digital and analytic techniques to measure, analyse quantitative and qualitative data, present performance results and ROI of digital marketing campaigns.

LO3 Compare and evaluate the appropriateness of different approaches to measuring both conventional and digital marketing activities, making recommendations for measuring ROI.

LO4 Propose and justify relevant measurement, monitoring and analytic techniques with the necessary resources to meet the business objectives for a contemporary marketing campaign.

Additional information for students

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Always keep a copy of your work and a file of working papers

Review the web and social media analytics data

The requirement to keep a file of working papers is important.  There may be circumstances where it is difficult to arrive at a mark for your work. If this is the case, you may be asked to submit your file and possibly meet with your tutor to answer questions on your submission.  

When you submit your work you will be required to sign an important declaration confirming that:

• The submission is your own work
• Any material you have used has been acknowledged and appropriately referenced
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• The work has not been submitted previously.

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• Preparing for your assignment
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Module Learning Outcomes

Module Learning Outcomes are specific to this module, and are set when the module was validated.

The module Learning Outcomes tested by this assignment, and precise criteria against which your work will be marked are outlined in your assessment brief.

Performance Descriptors

Performance descriptors indicate how marks will be arrived at against each of the assessment criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.  

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Note that these are generic descriptors that apply mainly, though not exclusively, to written academic work. The relevant performance descriptors for the appropriate level (as below) should appear in the module guide.

Any further module-specific assessment criteria, such as number of words, should be clearly stated in the assignment brief.

Focused and comprehensive engagement with the question, showing evidence of in-depth understanding of the issues. Extremely clearly structured and demonstrating a coherent argument throughout.

No obvious errors in referencing or grammar or syntax as appropriate.

Detailed response to all relevant parts of the question with evidence of clear understanding of the issues. Well structured with evidence of independent reading supporting the argument.

Very few errors in referencing or grammar or syntax as appropriate.

Identification and very good understanding of issues in the assessment. Full answers to all questions/task. Very clear argument with relevant examples used to illustrate response. Clear evidence of reading outside the module list.

Few errors in referencing or grammar or syntax as appropriate.

Good understanding of the issues. Engages directly with the question. Clear argument with good examples used to support it. All main points and important issues of the question/task covered. Some evidence of reading outside the module list

Some small repeated errors in referencing or grammar or syntax as appropriate

Generally sound understanding of basic concepts. Content relevant to the question/task. Competently deals with main issues. Reading based on main texts or materials, but not always fully utilised in supporting arguments.

Some repeated errors in referencing or grammar or syntax as appropriate.

Satisfactory evidence of understanding of basic concepts/issues and demonstration that the learning outcomes have been met. Content broadly relevant but with limited or little application of theory. Almost totally descriptive.

Some learning outcomes and / or assessment criteria not met.

Superficial treatment of issues. Some is relevant to topic set. Material merely repeats taught input. Lacks understanding of basic theory or concepts. Possible use of extensive quoted passages.

Evidence of sufficient grasp of learning outcomes to suggest that the student will be able to retrieve the module on resubmission.