Assignment Tasks
For this assignment, you will take on the role of a digital marketing consultant working for one of the organisations listed below.
Produce an individual Digital And Social Media Marketing Proposal (five A4 pages (or four A4 pages and one A3 page for the Digital Marketing Matrix) max excluding
cover page, references and appendix)
This is a professional standard piece of work and should follow any guidelines and limitations set.
For your Digital and Social Media Marketing Proposal, you may choose one of the following organisations as your client in the proposal:
Clients
Air and Grace (https://airandgracelondon.com/ )
NOTE skate shop (https://www.noteshop.co.uk/ )
bunches (https://www.bunches.co.uk/ )
NowTV (www.nowtv.com )
Withings smart watches (www.withings.com )
Unit Learning Outcomes (ULOs)
By the end of this unit, you will be able to:
1. Create a digital and social media marketing strategy.
2. Develop a digital and social media marketing programme and campaign.
3. Evaluate and justify key, appropriate digital and social media marketing levers for use in campaigns.
4. Evaluate the success of digital and social media marketing campaigns.
Section 1: Target Audience and Comms Objectives - (2 pages A4)
On the basis of your analysis of the context of your chosen organisation:
Describe your client and the PSO you have chosen in 75 words or less.
The more focused, concise and succinct you are the more space you will have for the other elements.
Identify and evaluate a digitally-appropriate target audience that your organisation should focus on with your chosen proposition and justify this selection.
You should use digital segmentation approach to define your audience, e.g. an appropriate behavioural, locational and/or psychographic segmentation
approach.
• Produce a linked series of digital communications objectives for the acquisition, conversion and subsequent retention of your priority target audience for your
case study
PSO
- Create a digital acquisition comms objective, justify this and include how you would evaluate the success of this
- Create a digital conversion comms objective, justify this and include how you would evaluate the success of this
- Create a digital retention comms objective, justify this and include how you would evaluate the success of this
You should give consideration to how your objectives link together as a customer journey overall
Section 2: Digital Marketing Campaign Proposal - (3 pages)
2a) Digital Marketing Matrix (1 page – either A4 or A3)
• Covering your chosen acquisition, conversion and retention objectives and target audience
• Using the digital marketing matrix template
2b) Digital Marketing Cluster (1 page A4)
Pick one of stage of your Digital Marketing Matrix. From your selection, create a Digital Marketing Comms Cluster and justify your choice.
• Identify the product levers that will appeal most to the target audience
• Identify the pricing levers which will most influence the target audience to engage with or purchase from your chosen target audience
• Identify the tactics and channel(s) that can be best used to encourage the target audience to complete your chosen goal
2c) Digital Marketing Touchpoint (1 page A4)
Create a digital marketing touchpoint for your chosen comms cluster
• Annotate elements of your cluster within your touchpoint, so it is clear to your reader how you have incorporated them
• Provide discussion and justification of your creative choices and explanation as to why this version of the touchpoint is the most appropriate for your target
audience, PSO and objectives
Structure
This will be submitted via Turnitin (on Moodle) during the assessment week (see Moodle for deadline) as one PDF document with a maximum of five A4 pages (or one
page of A3 and four pages of A4) plus a reference list, cover page and appendix if appropriate.
• The minimum font size is 10 point, You should use a san-serif font
• Borders, headers and footers should be a minimum of 2.54cm (the standard size in the normal MS Word template)
• Clearly identify your name and ID on a title page – this does not count in your page count
• You should supply full details of any citations, references, primary data, external sources or assumptions on a separate reference page, primary data page and/or
assumptions page in an appendix – these do not count in your page count
• You may refer to information in an appendix but please note that any material on any appendix page will not be considered in the assessment grading
Plagiarism and Academic Integrity
The work submitted must be your own. All submissions are checked for originality using various tools such as Turnitin.
Resources
Resources for this unit are on the unit Moodle page, including a reading list and templates for your assignments.
However, you are expected to go beyond the materials listed, making best use of the support offered by your tutors and the Library team, as highlighted in the unit,
including advice on referencing:
Marking Criteria
Please see ‘Assignment marking criteria’ grid at the end of this assignment. This describes the requirement level of attainment for each band of assessment and reflects
the associated learning outcomes. It is expected students will demonstrate an ability to write to the required standard and this is reflected in the marking criteria.
Assignment Marking Criteria - Summative Individual Submission: Task 2: Digital and Social Media Marketing Proposal
CRITERIA Extreme Fail Fail Marginal Fail 35- Pass / Third 40- 2:2 2:1 60- First First
0% 20-34% 39% 49% 50% 69% 70-85% 86-100%
Is the client No Extremely poor Client and PSO Client and PSO named Chosen client and PSO Good, clear and concise Exceptional, clear and Exemplary/model, clear and
and PSO description of description of named and and described named and described description of chosen concise description of chosen concise description of chosen
described? organisation organisation described weakly / barely adequately in under 75 client and PSO in under client and PSO in under 75 client and PSO in under 75 words
inadequately or adequately or has not words 75 words words
has not adhered adhered to 75 word
to 75 word limit limit
Is a priority No/incorrect Extremely poor Inadequate Weak/barely Adequate identification of Good identification of Exceptional identification of Exemplary/model
target identification identification of identification of adequate target audience for the target audience for the target audience for the PSO identification of target
audience for of target target audience target audience identification of PSO PSO + clear justification of audience for the PSO + clear
the client’s audience for for the PSO. for the PSO. target audience for + some justification of + good attempt to justify choice + issues/risks justification of choice +
PSO the PSO. the PSO. choice choice identified with issues/risks identified with
identified? choice
choice
Is a linked No/incorrect Extremely poor Inadequate digital Weak/barely Adequate and linked Good, linked digital comms Exceptional, linked digital Exemplary/model linked digital
series of digital comms digital comms comms objectives adequate digital digital comms objectives objectives produced for comms objectives produced comms objectives produced for
digital comms objectives for objectives for for PSO produced comms objectives produced for PSO PSO for PSO PSO
objectives for PSO produced PSO produced for PSO produced + + some justification of + good attempt to justify + clear justification of + clear justification of
PSO some attempt to choice choice choice + exceptional choice + model
produced? + reasonable attempt to + good explanation of explanation of evaluation explanation of evaluation
describe evaluation
describe evaluation evaluation selection selection selection
+ issues/risks identified with + issues/risks identified with
choice choice
Has a Digital No attempt to Extremely poor Inadequate Digital Adequate Digital Satisfactory Digital Good Digital Marketing Exceptional and clear Digital Exemplary/model Digital
Marketing create Digital Digital Marketing Matrix Marketing Matrix Marketing Matrix Matrix produced + Marketing Matrix produced Marketing Matrix produced +
Matrix been Marketing Marketing produced produced produced good attempt to + clear consideration of clear consideration of customer
produced? Matrix Matrix + some consideration of consider of customer customer journey in light of journey in light of the objectives
produced customer journey in light journey in light of the objectives
of the objectives the objectives
Has a Digital No attempt to Extremely poor Inadequate Digital Weak/barely Adequate cluster created Good combinations of Exceptional combinations of Exemplary/model combinations
Marketing create Digital Digital Marketing Cluster adequate cluster of + some evaluation of levers created + levers created + clear of levers created + clear
Cluster been Marketing Marketing produced levers created / lacks alternatives. Use of digital evaluation of alternatives evaluation of alternatives + evaluation of alternatives + clear
produced? Cluster Cluster use of digital marketing matrix to + some justification of clear justification of choice + justification of choice +
produced marketing matrix structure thinking is choice. Use of digital issues/risks identified with issues/risks identified with
apparent marketing matrix to choice. Use of digital choice. Use of digital marketing
structure thinking is marketing matrix to structure matrix to structure thinking is
explicit. thinking is clear. clear.
Has an No attempt to Extremely poor Inadequate Digital Adequate Digital Satisfactory Digital Good Digital Marketing Exceptional, creative and Professional level Digital
annotated create Digital Digital Marketing Marketing Marketing Touchpoint Touchpoint produced + clear Digital Marketing Marketing Touchpoint produced
Digital Marketing produced reasonable attempt to Touchpoint produced
Marketing Touchpoint Marketing Touchpoint Touchpoint produced Adequate justification justify choice + clear justification of choice + clear justification of choice
Touchpoint Touchpoint produced Weak justification provided Good, referenced Detailed, referenced Detailed, referenced
been produced provided justification provided justification provided justification provided +
produced + issues/risks identified with issues/risks identified with
based on the choice choice
cluster?
Structure, Structure and Structure and The proposal The proposal The proposal structure is The structure of the The structure of the proposal The structure of the proposal is
presentation presentation presentation is structure is poor structure is satisfactory. There are proposal is good. The is excellent. References have exceptional. References have
and is poor. poor. and it is poorly fragmented and there some inconstancies with references have been been provided in the correct been provided in the correct
Referencing written. The work are issues with how it the references. The work provided in the correct format. The work is succinct format. The work is succinct and
referencing of Referencing is extremely limited is poorly is written. The is written and presented to format, with few errors. and presented to an excellent presented to an exceptional and
proposal absent. and/or presented. There presentation is an adequate standard. The work is succinct and standard. professional standard.
inaccurate. are few references. unprofessional. presented to a good
References are standard.
formatted to an
adequate standard.
