WESTMINSTER BUSINESS SCHOOL

SCHOOL OF MANAGEMENT AND MARKETING

Module Title: Interactive and Digital Marketing.

Module Code: 6MARK015W.

Assessment title: Individual Report.

Assessment weighting: 50%.

Assessment deadline: 2024, 1300, on Blackboard.

Submission method: Blackboard

Date and form of feedback: 17th May 2024; written feedback from grade centre

Assessment format: 2,000-word Report submitted as a word or pdf document

attachment, do not submit links to document, but the actual document as an
attachment.

Semester 2, 2023/2024
Assessment Briefing
Assessment 2: Individual Report (LO1, LO2, LO3 and LO4)

This is an individual report which accounts for 50% of the overall mark for the assessment
and is based on problem-based learning.
The task:

You have recently been employed as a Digital Marketing Strategist for an online fashion
retailing business. You are required to propose a plan to the senior management by
compiling a professional business report (2000 words +/-10%) addressing the following
aspects.

 Give a brief introduction to your business addressing aspects related to product mix,
target customer segment(s) and online marketing/sales channels used.
 Design an appropriate digital multi-channel strategy considering the customer
journey of the online fashion retailer. Suggest the metrics that can be used to
measure success.
 Discuss what e-CRM strategies could be used to drive customer loyalty including
strategies for cross selling and upselling. Address what ethical and legal aspects
should be considered in doing so.
 You can justify your proposals using examples of success stories in the same
industry and also from other business contexts.
 Ensure you include a single reference list at the end of document and use in-text
citations.

Suggested report structure

Title page

Executive summary (300 words)

Table of contents

Introduction (250 words)

Main body (1200 words)

Conclusion (250 words)

References

LEARNING OUTCOMES ADDRESSED:

1. LO1 Apply an in-depth understanding of interactive and digital marketing knowledge,
selecting relevant and specialist theories, ideas, conceptual frameworks, and
methods in complex and inter-related contexts.
2. LO2 Select and apply relevant interactive and digital marketing principles concepts,
theoretical frameworks and approaches from competing perspectives and critically
identifies the possibility of new ideas in complex and inter-related contexts.
 3. LO3 Synthesise specialist and inter-related information and ideas and formulates
and develops creative and coherent proposals to address selected issues or
opportunities in complex contexts.
4. LO4 Design and develop interactive and digital marketing projects and/or activities to
enhance inter-related areas of own and/or others learning, work or practice in
complex contexts.

ASSESSMENT CRITERIA
The assessment criteria and weightings show you what is important in the assessment and
how marks are shared across each criterion. When you are completing your assessment
remember you need to fulfil the brief and the assessment criteria below. At the end of this
document, we have provided you a more detailed marking grid, which describes both the
expectation for each criterion and how marks would be awarded based upon performance.

The assessment criteria for the report:

 To what extent has the student constructed their investigation to propose a plan of
action made in a detailed report, demonstrating evidence-based decision-making.
 To what extent has the student been able to synthesise theory and models in
translating knowledge into a new context, tailored to the audience and medium.
 To what extent has the student been able to employ appropriate applications to
communicate information. Effective and logical structure using applications to
construct a professional business report showing understanding of complex
information and drawing conclusions. Correct grammar and punctuation.
 Correct use of Westminster Harvard referencing.

Assessment criteria

Criterion Weighting

Knowledge and understanding: 40%

Comprehension of the implications of the question and extensive and

accurate knowledge and understanding.

Technical vocabulary used appropriately.

Argument: 40%

Awareness of underlying theoretical and methodological issues, showing

an understanding of how they link to the question.

Critical, analytical argument, demonstrating independent thinking,

sensibly structured and supported.

Knowledge of relevant theories and models, demonstrating the ability to

be selective in the range of material used, and the capacity to synthesise
rather than describe.

Presentation: 20%
 No significant grammatical or spelling errors; written/presented clearly
and concisely; consistent referencing meeting Westminster Harvard
style.

The University has arrangements for marking, internal moderation and external scrutiny.
Further information can be found in Section 12 of the Handbook of Academic Regulations,
westminster.ac.uk/study/current-students/resources/academic-regulations

The pass mark for the module is 40%. To pass overall, the overall total calculated from
adding weighted marks in each assessment component must be 40% (If your mark for the
module is between 0-39% you will be required to complete one or more referral
assessments and your mark for these will be capped at 40%).
ASSESSMENT MARKING RUBRIC
Criterion Needs to Pass (40 – 2:2 (50 -59%) 2:1 (60-69%) First (70-79%) Upper first (80+) 100%
improve 49%)

< 39
Analysis Demonstration of Limited Good Confident Excellent Demonstration of Perfect. The
major inaccuracies analysis. More application of application of application of insightful / assessment
Application of and / or engagement theories, but key theories and theories. independent is ready to
theories taught misunderstandings with theories improvements concepts taught contextualisation be submitted
in the module. of theories. would improve are possible. in the module. and implications of for a peer-
Analysis and your work. theories. reviewed
clarity of Application of Some Explores journal
explanation. limited knowledge independent relationship of publication.
with some synthesis and theories within
omissions. reflective the wider
analysis across context.
key theories
and concepts
supports
discussion.
Research and Little evidence of Research is Demonstration Very good Excellent Excellent selection Perfect. The
referencing research, lack of acceptable but of wider selection of selection of of academic and assessment
references to can be research, but mostly up to academic and practical sources. is ready to
Quality of support your supported with balance of date academic non-academic be submitted
research used arguments. more academic and and non- sources. Excellent for a peer-
to support academic non-academic academic referencing style. reviewed
arguments. Possibly poor and / or non- literature literature Excellent Reference list journal
Accuracy of referencing style. academic sources my sources. referencing correctly publication.
Cite Them References may sources. need style with only presented.
Right be missing in text improvement. Reference list few minor
Referencing and / or at the end In-text and in-text mistakes.
style. of the document. citations and Reference list citations Reference list
reference list presented, presented. Good correctly
presented. although some referencing presented.
Referencing mistakes in the style, although
style is referencing minor formatting
acceptable but style may be mistakes are
may need present. acceptable.
improvements.
Layout and Poor standard of Content is Format and Very good layout Excellent Exemplary effort of Perfect. The
design the document that acceptable. content are and design of professionally clarity of content assessment
looks Format may or acceptable. But the document. looking and design of the is ready to
Professional unprofessional or may not be improvements Most elements document. It is document. It is be submitted
layout and include inadequate professional. are possible for of the criterion easy to scan easy to scan and for a peer-
presentation of information. either content are met. Some and skim read skim read the reviewed
the document. or format or improvements the document document and journal
both. are possible. and understand understand the publication.
the main main arguments
arguments and and ideas.
ideas.
DEFER / REFER ARRANGEMENTS IF THE STUDENT DOES
NOT PASS THE ASSESSMENT AND THE MODULE

As per the University Calendar, the refer / defer period for this module will be in July 2024.
More detailed information will be available on Blackboard site by the 21st June 2024.

ANONYMOUS MARKING
CW2 will be marked anonymously: do not put your name or student registration number
anywhere in the document or in the filename. Once you log into Blackboard your identity will
be automatically linked to your submission but will be invisible to those marking your work.

REFERENCING REQUIREMENTS FOR THE ASSESSMENT

Statements, assertions and ideas made in coursework should be supported by citing
relevant sources. Sources cited in the text should be listed at the end of the assignment in
a reference list. Any material that you read but do not cite in the report should go into a
separate bibliography. Unless explicitly stated otherwise by the module teaching team, all
referencing should be in Cite Them Right referencing format. If you are not sure about
this, the library provides guidance (available via the library website pages):
https://libguides.westminster.ac.uk/referencing

THE DEADLINE AND SUBMITTING YOUR COURSEWORK -

CHECKS
Unless indicated otherwise, coursework is submitted via Blackboard.

The deadline for this assessment is Thursday 25th April 2024 13:00 UK time. This means
that your work should be fully uploaded before 13:00. The University would treat your
submission as late, if your work has not been fully uploaded and stored on the server before
13:00. In order to avoid your submission being marked as late, you should upload your work
as soon as possible before the deadline and must not wait until or just before the deadline to
start uploading your work.

At busy times the coursework submission process may run slowly. To ensure that your
submission is not recorded as a late submission, avoid submitting very close to the
deadline.

To submit your assignment:

1. Log on to Blackboard at http://learning.westminster.ac.uk;

2. Go to the Blackboard site for this module;
3. Click on the ‘Assessment’ area for the module.
4. Click on the link assessment submission for the assignment to submit.
 5. Follow the instructions, ensuring that you have selected the correct file to upload.

PENALTIES FOR LATE SUBMISSION AND ADVICE ABOUT

MITIGATING CIRCUMSTANCES
Any assessment submitted late online will be penalised unless you submit a claim for
Mitigating Circumstances (MC) and the claim is accepted by the Registry. Check this page
for more information about mitigating circumstances: https://www.westminster.ac.uk/current-
students/guides-and-policies/assessment-guidelines/mitigating-circumstances-claims

If you do not submit an MC claim or if your MC claim is rejected, then your work will be
penalised. If you submit your assessment late but within 24 hours or one ‘working’ day of the
specified deadline, 10% of the overall marks available for that assessment will be deducted
as a penalty for late submission, except for work which is marked in the marginal pass rate
range 40-49%. In this case the mark will be capped at the pass mark 40%.

If you submit your coursework more than 24 hours late after the specified deadline you will be
given a mark of zero for the work in question, unless the Mitigating Circumstances claim
has been accepted officially by the Registry.

DIFFICULTIES IN SUBMITTING ASSIGNMENTS ON TIME

If you are having technical difficulties with submission, please email Blackboard-support
[email protected] and the module leader Virginia Mwangi on
[email protected] and ask for advice

If you have difficulties for reasons beyond your control (e.g. serious illness, family problems
etc.) that prevent you from submitting the assessment, make sure you apply to the
Mitigating Circumstances board with evidence to support your claim as soon as possible.
Further details can be found on the following URL: https://www.westminster.ac.uk/current-
students/guides-and-policies/assessment-guidelines/mitigating-circumstances-claims

If you do not submit the coursework on time log a call via the IT Service Desk that can be
found on this webpage: https://servicedesk.westminster.ac.uk/support/home

Please make sure that your message is very specific. The Service Desk will then email you
confirmation that you will be able to use as supporting written evidence for your MC claim.
You should take screenshots or make short videos that capture the issue, such as the error
messages on the screen, as you may use them as supporting written evidence for your MC
claim.

ACADEMIC SUPPORT & FEEDBACK ARRANGEMENTS

For this assessment there will be an opportunity for an academic support & feedback drop-in
session, where you will receive support and feedback on your assessment prior to
submission. Further details are provided in the module handbook. There will also be
opportunities to receive academic support during lectures through allocated questions and
answers sessions and through the discussion board on the module blackboard site.
After submission, summative feedback will be provided online via blackboard, where
feedback takes the form of an indication of performance on the provided making grid. You
will also receive a number on key points of strength, weakness, and academic skills you can
improve upon. We aim to provide you this feedback within 15 working days and after the
feedback has been released online there will also be an opportunity to meet with marker for
oral feedback [on 17th May, 2024. If you are unsure about how to see your provisional marks
and feedback, the following LINK will explain how you can do this -
https://blog.westminster.ac.uk/blackboardhelp/marks-and-feedback/

General feedback for the entire module will also be made via blackboard to the module,
which will discuss the key areas of shared strengths, weaknesses and academic skills
improvements. This general feedback is likely to be issued before your specific summative
feedback and we would strongly encourage you to read this feedback to improve your
understanding of the module and potentially areas of weaknesses in your academic skills
which you could develop before your next submission within your course.

ACADEMIC INTEGRITY
What you submit for assessment must be your own current work. It will automatically
be scanned through a text matching system to check for possible plagiarism.

Do not reuse material from other assessments that you may have completed on other
modules. Collusion with other students (except when working in groups), recycling previous
assignments (unless this is explicitly allowed by the module leader) and/or plagiarism
(copying) of other sources all are offences and are dealt with accordingly. If you are not sure
about this, then speak to your class leader.

University of Westminster Quality & Standards statement

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and
students who break the rules, however innocently, will be penalized. It is your
responsibility to ensure that you understand correct referencing practices. As a University
level student, you are expected to use appropriate references and keep carefully detailed
notes of all your sources of material, including any material downloaded from the www.

Plagiarism is defined as submission for assessment of material (written, visual or oral)

originally produced by another person or persons, without acknowledgement, in such a
way that the work could be assumed to be your own. Plagiarism may involve the
unattributed use of another person’s work, ideas, opinions, theory, facts, statistics, graphs,
models, paintings, performance, computer code, drawings, quotations of another person’s
actual spoken or written words, or paraphrases of another person’s spoken or written
words.

Plagiarism covers both direct copying and copying or paraphrasing with only minor
adjustments:

 a direct quotation from a text must be indicated by the use of quotation marks (or an
indented paragraph in italics for a substantive section) and the source of the quote
(title, author, page number and date of publication) provided;
 a paraphrased summary must be indicated by attribution of the author, date and source
of the material including page numbers for the section(s) which have been summarized.

Generative AI in your Studies

The University insists on original work from students, requiring independent thought and
proper source citation. Outsourcing assignments to machines or third parties constitutes
cheating, undermines critical thinking skills, hinders student development, and diminishes
their potential contributions in both the academic and professional world.

The University recognizes that students may legitimately use GenAI in a number of ways
including for example: Assisting with grammar and spelling, utilizing it as a search tool for
researching assignment topics, helping with planning and developing the outline structure
of a written assessment, generating ideas for graphics, images, and visuals, obtaining
explanations of concepts, debugging code, overcoming writer’s block. These specific
applications of GenAI can support students in their academic endeavours. However, it’s
important to note that while these uses are permissible, students must still adhere to the
principles of academic integrity and properly cite any sources or references derived from
the assistance provided by GenAI. For more information on the University’s position on the
use of AI, please check the Student Hub.

Please note that some subject areas/specific taught modules will potentially have other
legitimate ways for you to use GenAI and that details of this will be communicated to you
by module leaders where necessary.