Digital Marketing
MODULE CODE:
PGBM152
MODULE TITLE:
Digital Marketing
MODULE ASSESSOR:
Manal Ghosh
TITLE OF ASSIGNMENT
Consultants report
DUE DATE
Thursday 28th January 2021
SUBMISSION DETAILS:
Submission is online only via the modules Canvas site.
PLEASE READ ALL INSTRUCTIONS AND INFORMATION CAREFULLY.
This assignment contributes 100% to the final module mark.
It is an individual assignment.
Work submitted for the assignment in this module is expected to be the students own work. The Universitys guidance and policy on Academic Integrity and Academic Misconduct can be found at:
https://my.sunderland.ac.uk/display/AQH/Academic+Integrity+and+Misconduct
If a student is not clear what plagiarism is, then they should discuss the issue with the module leader.
Assignment task
Adopting the role of a digital marketing consultant, you are required to submit to the owners of a case-study organization, recommendations of what elements of digital marketing would be most suitable to meet that organizations online objectives.
Presented in the form of a consultant report, the recommendations should identify and critically analyse the fundamental issues related to digital marketing and show clear evidence of synthesis and evaluation of the subject in the recommendations given to the organization.
Assignment guidance
The underlying principle of this assignment is that the recommendations made in the report should be specific to the case-study organization, and not a generic description of the elements of digital marketing that are available to any organization.
In the appendix there is a case study which gives you details of a fictitious though credible organization. There is sufficient information within the case study for you to complete the task. However, you will have to conduct an extensive situational analysis considering such things as but not limited to; how this kind of organization operates, the nature of the market in which it exists, the impact of competitors and how they operate and market themselves, customer expectations/behaviour behaviour and relevant aspects of the environment that might impact on that organization’s marketing and in particular its digital marketing.
Note that although this situational analysis has to be conducted in order to develop the report, the analysis MUST NOT make up part of the submitted report that is; the report has no ‘situational analysis’ section/chapter.
The report must not change any of the stated circumstances or advise any changes to the stated business and/or marketing strategy, for example; selling prices or promotional offers. As a digital marketer you must consider the online marketing for the existing business/product/service as presented.
The report is addressed to the owner[s] of the organization and you are to write it as if you are a consultant engaged to research and present the information. The report will be written in a management/consultant report format that will be easily understood by the addressees. That is: it is not an academic paper and must use appropriate language and terminology.
Similarly, there is no need to tell the addressees anything about themselves and/or their business they already know!
The recommendations must be based on the model of key objective[s]. Your proposed objectives must be identified and justified in the introduction of your report.
You do not need to include any costs in the report [the price of a website, for example] however, as any marketing should give a return on investment, the approximate cost of your recommendations must be appropriate to the case-study organization and its resources [financial, physical and human]. Note that the appropriateness will be just one thing that will become apparent during an effective situational analysis.
As is the case for management and consultant reports, the philosophy for this report is to include only content that is relevant but cover all relevant issues.
It will be your knowledge and understanding of the various elements of digital marketing that will put you in a position to follow that ethos by making a series of judgement calls on whether each of those elements is right for the case-study organization.
Note that throughout the delivery of the module the reading, exercises and in-class discussion with the accompanying formative feedback will help you develop the knowledge and understanding of the subject as well as the philosophy of the modules assessment. The modules delivery will also include a dedicated assignment tutorial.
As the nature of this assignment is designed to be as close as possible to a real-life exercise that you might encounter in a work situation, the report itself will not include any academic references. However, you must include a bibliography of all the literature you have used in studying the module and developing a recommendations for the case-study organisation.
Feedback
Students will receive individual feedback on their submission within the modules Canvas site. This will be after the results are available and notified via Canvas.
Assignment presentation specification
The word limit for the report is up to 4000 words. Note that this is a guide only and the University policy on exceeding the word limit will not apply.
The word count excluding the appendices should be included on the cover page of the report..
The precise nature of the presentation of a consultant report will be addressed within the delivery of the module.
All assignments must be submitted through the Turnitin system via the modules Canvas site.
The University has regulations governing the extension of assignment deadlines and the consideration of extenuating circumstances, the policy can be found on:
https://my.sunderland.ac.uk/display/AQH/Extenuating+Circumstances
APPENDICES
Appendix 1: The case study: Otto’s Cookies Ltd
A private company owned predominently by the Kramer family, Otto’s Cookies is known throughout the country for its cookies and pastries. Although the majority of consumers will recognise the brand and its range of over 60 products from the shelves of popular retail outlets, the company also distributes its goods through food-service facilities (motorway service areas and sports stadiums, for example,) and At Home Party Packs (such as parties for birthdays, anniversaries and so on).
With three production plants located around the country, Otto’s Cookies operates these sales channels through two key methods of distribution. Firstly, the company delivers directly to its largest customers the major grocery retailers. The second is its 12 regional sales and distribution centres which cater for smaller retail outlets. From these local centres, sales representatives visit existing and potential customers selling the entire product range. Fulfilment to these smaller accounts is via the regional centres, with deliveries to them from the production facilities on a daily basis.
The major grocery accounts are administered from the company’s head office (located at the largest of the production plants) by key account managers who deal directly with the stores’ buying departments. Sales staff at the regional centres are assigned to the various market segments in which they trade, those being: wholesale distributors; small retailers; medium-sized retailers; food-service facilities and At Home Party Packs.
Overseeing the whole operation is managing director, Rex Kramer who is assisted by the marketing director Steve McCroskey and HR director Elaine Dickinson. Whilst all three play a significant role in the running of the company, day-to-day business is overseen by operations director Ted Striker.
Rex Kramer who took over as MD when his father, Otto, died has a sales background and this is reflected in the commitment to personal sales that dominates Otto’s Cookies’ marketing efforts. This emphasis on selling and marketing to intermediaries (rather than consumers) has resulted in only a limited corporate online presence which does little more than give a background to the company and its products. There is no company-sanctioned social media presence. However, the organization has a budgetary commitment to TV advertising, the objective of which is solely brand promotion.
Launched two years ago, sales in At Home Party Packs (pre-selected products are delivered from the regional centres to customers premises at a requested time and date) have been very disappointing. Steve has identified that this is the result of a lack of marketing emphasis on the service. Therefore he has decided to instigate an Internet only sales strategy to revive its fortunes. Other than being included with brand advertising, there will be no dedicated offline marketing for the At Home Party Packs. All orders will continue to be handled and fulfilled by the regional centres which will continue to have staff assigned to the service.
Appendix 2: Generic Assessment criteria
Generic Assessment Criteria Postgraduate
These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade
Relevance
Knowledge
Analysis
Argument and Structure
Critical Evaluation
Presentation
Reference to Literature
Pass
86 100%
The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85%
The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
70 75%
The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 69%
Directly relevant to the requirements of the assessment
A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein
Comprehensive analysis – clear and orderly presentation
Well supported, focussed argument which is clear and logically structured.
Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice.
Well written, with standard spelling and grammar, in a readable style with acceptable format
Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of a wide range of sophisticated source material.
50 59%
Some attempt to address the requirements of the assessment: may drift away from this in less focused passages
Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance
Significant analytical treatment which has a clear purpose
Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)
May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.
Competently written, with only minor lapses from standard grammar, with acceptable format
Uses a good variety of literature which includes recent texts and/or appropriate literature, including a substantive amount beyond library texts. Competent use of source material.
40 49%
Some correlation with the requirements of the assessment but there is a significant degree of irrelevance
Basic understanding of the subject but addressing a limited range of material
Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose
Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms
Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic
A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader
Evidence of use of appropriate literature which goes beyond that referred to by the tutor. Frequently only uses a single source to support a point. Weak use of quotation
Fail
35 39%
Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms
A limited understanding of a narrow range of material
Largely descriptive or narrative, with little evidence of analysis
A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence
Some evidence of a view starting to be formed but mainly derivative.
Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style
Barely adequate use of literature. Over reliance on
material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29%
The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14%
The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
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Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
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assignmentPGBM152.docx
Home>Business & Finance homework help>Marketing homework help>Digital Marketing
MODULE CODE:
PGBM152
MODULE TITLE:
Digital Marketing
MODULE ASSESSOR:
Manal Ghosh
TITLE OF ASSIGNMENT
Consultants report
DUE DATE
Thursday 28th January 2021
SUBMISSION DETAILS:
Submission is online only via the modules Canvas site.
PLEASE READ ALL INSTRUCTIONS AND INFORMATION CAREFULLY.
This assignment contributes 100% to the final module mark.
It is an individual assignment.
Work submitted for the assignment in this module is expected to be the students own work. The Universitys guidance and policy on Academic Integrity and Academic Misconduct can be found at:
https://my.sunderland.ac.uk/display/AQH/Academic+Integrity+and+Misconduct
If a student is not clear what plagiarism is, then they should discuss the issue with the module leader.
Assignment task
Adopting the role of a digital marketing consultant, you are required to submit to the owners of a case-study organization, recommendations of what elements of digital marketing would be most suitable to meet that organizations online objectives.
Presented in the form of a consultant report, the recommendations should identify and critically analyse the fundamental issues related to digital marketing and show clear evidence of synthesis and evaluation of the subject in the recommendations given to the organization.
Assignment guidance
The underlying principle of this assignment is that the recommendations made in the report should be specific to the case-study organization, and not a generic description of the elements of digital marketing that are available to any organization.
In the appendix there is a case study which gives you details of a fictitious though credible organization. There is sufficient information within the case study for you to complete the task. However, you will have to conduct an extensive situational analysis considering such things as but not limited to; how this kind of organization operates, the nature of the market in which it exists, the impact of competitors and how they operate and market themselves, customer expectations/behaviour behaviour and relevant aspects of the environment that might impact on that organization’s marketing and in particular its digital marketing.
Note that although this situational analysis has to be conducted in order to develop the report, the analysis MUST NOT make up part of the submitted report that is; the report has no ‘situational analysis’ section/chapter.
The report must not change any of the stated circumstances or advise any changes to the stated business and/or marketing strategy, for example; selling prices or promotional offers. As a digital marketer you must consider the online marketing for the existing business/product/service as presented.
The report is addressed to the owner[s] of the organization and you are to write it as if you are a consultant engaged to research and present the information. The report will be written in a management/consultant report format that will be easily understood by the addressees. That is: it is not an academic paper and must use appropriate language and terminology.
Similarly, there is no need to tell the addressees anything about themselves and/or their business they already know!
The recommendations must be based on the model of key objective[s]. Your proposed objectives must be identified and justified in the introduction of your report.
You do not need to include any costs in the report [the price of a website, for example] however, as any marketing should give a return on investment, the approximate cost of your recommendations must be appropriate to the case-study organization and its resources [financial, physical and human]. Note that the appropriateness will be just one thing that will become apparent during an effective situational analysis.
As is the case for management and consultant reports, the philosophy for this report is to include only content that is relevant but cover all relevant issues.
It will be your knowledge and understanding of the various elements of digital marketing that will put you in a position to follow that ethos by making a series of judgement calls on whether each of those elements is right for the case-study organization.
Note that throughout the delivery of the module the reading, exercises and in-class discussion with the accompanying formative feedback will help you develop the knowledge and understanding of the subject as well as the philosophy of the modules assessment. The modules delivery will also include a dedicated assignment tutorial.
As the nature of this assignment is designed to be as close as possible to a real-life exercise that you might encounter in a work situation, the report itself will not include any academic references. However, you must include a bibliography of all the literature you have used in studying the module and developing a recommendations for the case-study organisation.
Feedback
Students will receive individual feedback on their submission within the modules Canvas site. This will be after the results are available and notified via Canvas.
Assignment presentation specification
The word limit for the report is up to 4000 words. Note that this is a guide only and the University policy on exceeding the word limit will not apply.
The word count excluding the appendices should be included on the cover page of the report..
The precise nature of the presentation of a consultant report will be addressed within the delivery of the module.
All assignments must be submitted through the Turnitin system via the modules Canvas site.
The University has regulations governing the extension of assignment deadlines and the consideration of extenuating circumstances, the policy can be found on:
https://my.sunderland.ac.uk/display/AQH/Extenuating+Circumstances
APPENDICES
Appendix 1: The case study: Otto’s Cookies Ltd
A private company owned predominently by the Kramer family, Otto’s Cookies is known throughout the country for its cookies and pastries. Although the majority of consumers will recognise the brand and its range of over 60 products from the shelves of popular retail outlets, the company also distributes its goods through food-service facilities (motorway service areas and sports stadiums, for example,) and At Home Party Packs (such as parties for birthdays, anniversaries and so on).
With three production plants located around the country, Otto’s Cookies operates these sales channels through two key methods of distribution. Firstly, the company delivers directly to its largest customers the major grocery retailers. The second is its 12 regional sales and distribution centres which cater for smaller retail outlets. From these local centres, sales representatives visit existing and potential customers selling the entire product range. Fulfilment to these smaller accounts is via the regional centres, with deliveries to them from the production facilities on a daily basis.
The major grocery accounts are administered from the company’s head office (located at the largest of the production plants) by key account managers who deal directly with the stores’ buying departments. Sales staff at the regional centres are assigned to the various market segments in which they trade, those being: wholesale distributors; small retailers; medium-sized retailers; food-service facilities and At Home Party Packs.
Overseeing the whole operation is managing director, Rex Kramer who is assisted by the marketing director Steve McCroskey and HR director Elaine Dickinson. Whilst all three play a significant role in the running of the company, day-to-day business is overseen by operations director Ted Striker.
Rex Kramer who took over as MD when his father, Otto, died has a sales background and this is reflected in the commitment to personal sales that dominates Otto’s Cookies’ marketing efforts. This emphasis on selling and marketing to intermediaries (rather than consumers) has resulted in only a limited corporate online presence which does little more than give a background to the company and its products. There is no company-sanctioned social media presence. However, the organization has a budgetary commitment to TV advertising, the objective of which is solely brand promotion.
Launched two years ago, sales in At Home Party Packs (pre-selected products are delivered from the regional centres to customers premises at a requested time and date) have been very disappointing. Steve has identified that this is the result of a lack of marketing emphasis on the service. Therefore he has decided to instigate an Internet only sales strategy to revive its fortunes. Other than being included with brand advertising, there will be no dedicated offline marketing for the At Home Party Packs. All orders will continue to be handled and fulfilled by the regional centres which will continue to have staff assigned to the service.
Appendix 2: Generic Assessment criteria
Generic Assessment Criteria Postgraduate
These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade
Relevance
Knowledge
Analysis
Argument and Structure
Critical Evaluation
Presentation
Reference to Literature
Pass
86 100%
The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76-85%
The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
70 75%
The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 69%
Directly relevant to the requirements of the assessment
A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein
Comprehensive analysis – clear and orderly presentation
Well supported, focussed argument which is clear and logically structured.
Contains distinctive or independent thinking; and begins to formulate an independent position in relation to theory and/or practice.
Well written, with standard spelling and grammar, in a readable style with acceptable format
Critical appraisal of up-to-date and/or appropriate literature. Recognition of different perspectives. Very good use of a wide range of sophisticated source material.
50 59%
Some attempt to address the requirements of the assessment: may drift away from this in less focused passages
Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance
Significant analytical treatment which has a clear purpose
Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)
May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.
Competently written, with only minor lapses from standard grammar, with acceptable format
Uses a good variety of literature which includes recent texts and/or appropriate literature, including a substantive amount beyond library texts. Competent use of source material.
40 49%
Some correlation with the requirements of the assessment but there is a significant degree of irrelevance
Basic understanding of the subject but addressing a limited range of material
Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose
Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms
Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic
A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader
Evidence of use of appropriate literature which goes beyond that referred to by the tutor. Frequently only uses a single source to support a point. Weak use of quotation
Fail
35 39%
Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms
A limited understanding of a narrow range of material
Largely descriptive or narrative, with little evidence of analysis
A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence
Some evidence of a view starting to be formed but mainly derivative.
Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style
Barely adequate use of literature. Over reliance on
material provided by the tutor.
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29%
The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14%
The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
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Archive
Tags
Reviews
Contact
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