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Digital and Social Media

5MK510
Module Handbook Academic Year 2016 – 2017
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I have complete copy of this assignment. If you want to have complete draft
of this work with no plagiarism, then contact me at my email id:
projectwork185@gmail.com

1. Module Specification .................................................................................................................. 4

Module Code and Title .............................................................................................................. 4
Number of credits ....................................................................................................................... 4
Description of Content .............................................................................................................. 4
Module Learning Outcomes .................................................................................................... 5
Brief details of assessment ...................................................................................................... 5
Module Learning and Teaching Methods........................................................................... 6
2. Module Tutor Details ................................................... Error! Bookmark not defined.
3. Module Schedule............................................................ Error! Bookmark not defined.
4. General Bibliography ................................................................................................................. 8
Core Textbooks ............................................................................................................................ 8
Other useful digital marketing books .................................................................................. 8
Audio and video ........................................................................................................................... 9
Other key marketing textbooks ...........................................................................................10
Journals .........................................................................................................................................10
Journal Papers ............................................................................................................................11
Useful websites ..........................................................................................................................11
5. Module Assessment ..................................................................................................................12
Assessment brief .......................................................................................................................12
Referencing requirements .....................................................................................................15
E-submission information .....................................................................................................16
6. Regulatory Information .............................................. Error! Bookmark not defined.
Plagiarism and Academic Offences......................... Error! Bookmark not defined.
Referencing...................................................................... Error! Bookmark not defined.
eSubmission .................................................................... Error! Bookmark not defined.
Attendance ....................................................................... Error! Bookmark not defined.
If you have a problem .................................................. Error! Bookmark not defined.
Referrals ........................................................................... Error! Bookmark not defined.
Feedback, grades and return of work ................... Error! Bookmark not defined.
Understanding feedback............................................. Error! Bookmark not defined.
7. Assessment Criteria..................................................................................................................17
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1. Module Specification

Module Code and Title

Introduction to Digital Marketing Digital and Social Media 5MK510

Number of credits

20 credits

Description of Content

Digital marketing managers are in demand but few understand the tools and
techniques needed for success. This module will be valuable for your future
business career as you will develop skills in this fast moving area.

Digital and social media marketing started with Facebook and LinkedIn, just
over ten years’ ago. These social media networks changed the dynamics of
marketing from being controlled by the company to being controlled by the
customers.

The launch of the iPhone in 2007 enabled the social media networks to grow
dramatically as for the first time you did not need a desktop computer to stay
in touch. Since this time over 1 billion smartphones have been sold. We are
approaching a time where everyone will be ‘always connected’ via a social
network.

This module examines how organisations use digital and social media, its
impact on the marketing mix and reviews integrated digital marketing,
connecting the offline (traditional) and online elements. You will explore
principles, practices and techniques which are vital to the successful
execution of a digital marketing plan.

The aim of ‘Digital and Social Media’ is to provide students with knowledge of
practical frameworks, academic models and tools which can be applied to
understand how different types of organisations can use digital and social
media effectively. Students will undertake a digital marketing audit and
subsequently develop a digital marketing plan, both valuable assets to
organisations today. These skills mean you can become really valuable to an
employer because of the techniques and methods you learn on this module.
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Module Learning Outcomes

By the end of this module, you will be able to:

1. Identify how organisations utilise digital and social media technologies

to develop their objectives, strategies and tactics and optimise
opportunities in practical situations.

2. Evaluate the digital and social media mix applied by an organisation in

terms of its impact and effect.

3. Demonstrate with reference to best practice cases how organisations

are integrating digital and social media technology, platforms and
applications to achieve their business and marketing objectives.

Brief details of assessment

Mode: 100% Practical (Covers all Learning Outcomes)

You are required to produce a professional 3,500 word report which

comprises a digital marketing audit, a digital marketing strategy and a digital
marketing plan.
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Module Learning and Teaching Methods

Activity type Hours Category

Lectures 12 hours 1
Seminars, Workshops, Tutorials, one-to-ones 36 hours 1
Guided independent study 152 hours 2
Total 200 hours

Part-time students will be taught via blended learning with a minimum of 24

hours face to face delivery over the semester.

Lectures will include a mixture of face to face and online lectures, with live
web demonstrations supported with tutorial discussions and activities.

Total Learning Hours in each category:

Category 1: (12+36) = 48 hours (24%)

Category 2: 152 hours (76%)

This module will be presented in the form of interactive lectures and seminars.
You will be expected to take responsibility for your own learning and
reinforcement, with particular emphasis on activities between taught sessions,
and on testing out ideas within case studies.
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Your weekly timetable is shown here. E-lectures are available online and
should be watched in the relevant week.

WEEK SPRING LECTURE LOCATION

NO SEMESTER
2017 W/C
1 16/01/2017 The evolution and opportunities of OL2
digital and social media for marketing.
2 23/01/2017 Principles of website design: user OL2
experience, user journeys
3 30/01/2017 “Digital marketing toolkit: Owned media OL2
(Websites, Email, Blogs, and video);
Earned media (Social media, online
communities); Paid media (Social media
advertising).
4 06/02/2017 The role of the customer: personas and OL2
insights
5 13/02/2017 Digital marketing audit tools ONLINE
LECTURE
6 20/02/2017 Creating objectives and online value OL2
propositions & Digital marketing
planning and activity building
7 27/02/2017 Guest lecture: Search Engine OL2
Optimisation (SEO)
8 06/03/2017 Guest lecture – Marketing 2020 – Heap Theatre
Thursday 9th March 2017

9 13/03/2017 Metrics and dashboards: Gaining OL2

insights, building budgets

10 20/03/2017 Improving digital marketing; integration OL2

(4Cs), conversion rate optimisation

11 27/03/2017 Digital marketing models ONLINE

LECTURE
12 03/04/2017 Best practice in digital marketing OL2
planning
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4. General Bibliography

You need to read and prepare material for each week. It’s important to
understand that reading before the lecture or seminar will ensure you gain
greater value and a deeper understanding.

I have read all the textbooks, journal papers and other materials here. They
are recommended as they are relevant to your work and will be useful as
your marketing education develops.

This bibliography includes textbooks available from the library as well as

some free downloadable texts. All journal articles can be accessed online
and are free, via the University library system.

Core Textbooks

STOKES, R. (2013) eMarketing: The essential guide to marketing in a

digital world. 5th edition, Quirk Education Pty Ltd. [Online] Available
from https://www.redandyellow.co.za/wp-
content/uploads/emarketing_textbook_download.pdf

A free book available online. Covers every aspect of digital marketing

including; Writing for Digital, Search Engine Marketing, Social Media
Marketing, Email and video marketing. Easy to understand, plenty of case
studies and marketing models.

HANLON, A. and CHAFFEY, D. (2013) Essential Marketing Models

Classic Planning Tools to inform strategy, Smart Insights. Available at:
http://www.smartinsights.com/guides/essential-marketing-models/
(Accessed: 30 September 2013).

Free downloadable guide to many marketing models. Requires registration

(free). Written specifically for students and follows Harvard referencing.
Includes the original sources for all models.

Other useful digital marketing books

BARKER, M. S. (2013) Social Media Marketing; A Strategic Approach

(International edition). Australia, South-Western / Cengage Learning, Inc.
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Easy to use book which includes details on; creating personas, publishing
blogs, publishing podcasts and webinars, publishing articles, white papers,
mobile marketing, social media monitoring and social media marketing.

CHAFFEY, D., ELLIS-CHADWICK, F. (2012) Digital Marketing: Strategy

Implementation and Practice. 5th Edition, Harlow. Pearson.

The seminal work on digital marketing. Covers every aspect of digital

marketing.

HANLON, A. (2014) Quick Win Social Media Marketing. Cork, Oak Tree
Press.

Useful primer that explains the key elements of social media marketing.
Kindle and PDF versions available.

KAUFMAN, I. and HORTON, C. (2015) Digital Marketing: Integrating

Strategy and Tactics with Values, A Guidebook for Executives,
Managers, and Students. Abingdon: Routledge (354 pages).

The book takes readers through a digital journey explains all the steps along
the way. It contextualises how marketing has changed and the elements
which have evolved. There are many practical aspects too, for example well-
described personas, models for digital strategy, digitally applied sales funnel.
Many explanations of new terminology.

TUTEN, T. L., and SOLOMON, M. (2013) Social media marketing. Pearson

Education

Useful book which defines types of media which is useful for a SWOT
analysis. Provides frameworks for creating social media campaigns. Gives
examples of social media marketing objectives (not SMART). Highlights jobs
in social media. Contains a useful chapter on social publishing: Content
editorial calendar, content value ladder. Chapter on Consumer insights.

Audio and video

Secret History of Social Networking. (2011) BBC RADIO 4. 26 January 2011.

Available from http://www.bbc.co.uk/podcasts/series/shsn [Accessed 20
December 2013]
 BBC Radio interview available as a podcast. “Rory Cellan Jones traces
the hidden story of social networking, from the early days of computing
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and the 60s counterculture through to the businesses worth billions

today.”

VIDEOSHREDHEAD. (2012) Did You Know 3.0 (Officially updated for 2012)
HD. [Online video]. 28 Feb 2012. Available from -
http://www.youtube.com/watch?v=YmwwrGV_aiE [Accessed 13 January
2014].

QUALMAN, E. (2013) Social Media Revolution. [Online video]. 21 Mar 2013.

Available from -
http://www.youtube.com/watch?v=sIFYPQjYhv8 [Accessed 13 January 2014].

Other key marketing textbooks

These are useful if marketing knowledge is limited or if it is not your main

subject.

BAINES, P., FILL, C., and PAGE, K. (2011) Marketing. Oxford, Oxford
University Press.

BRASSINGTON, F. and PETTITT, S. (2006) Principles of marketing. Harlow,

Financial Times Prentice Hall.

FILL, C. (2006) Marketing communications: engagements, strategies and

practice. Harlow, Financial Times Prentice Hall.

KOTLER, P. and ARMSTRONG. G. (2012) Principles of marketing. Boston,

Pearson Prentice Hall.

Journals

Many marketing journals are available online via the library. Some print
versions are stored in the library. These are useful journals:

 European Journal of Marketing

 International Journal of Mobile Marketing
 Marketing Week

Journals tend to contain the very latest marketing information. They contain
models, examples of critical evaluation and are considered as good academic
sources. They are extremely useful for your assignment!
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Journal Papers

All these journal papers (and many more) are FREE to access via your
university login.

FURRER, O. and SUDHARSHAN, D. (2001) Internet Marketing Research:

Opportunities and Problems. Qualitative Market Research Vol 4(3): 123-129.

KOZINETS, R.V. (2002) The Field Behind the Screen: Using Netnography for
Marketing Research in Online Communities. Journal of Marketing Research
Vol39(1): 61-72.

LIPSMAN, A., MUDD, G., RICH, M. BRUICH, S. (2012) The power of 'like':
How brands reach (and influence) fans through social-media networking.
Journal of Advertising Research. [Online] Vol 52(1), Mar, 2012. pp. 40-52.
Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=14&sid=d45e0f
a1-84b7-4c1a-bad9-
dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=psyh&AN=2012-07525-006 [Accessed 13 January 2014].

OESTREICHER-SINGER, G. and LIOR ZALMANSON, L. (2013) Content or

community? A digital business strategy for content providers in the social age.
MIS Quarterly [Online] Vol. 37 No. 2, pp. 591-616/June 2013. Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=abf5c6a
7-af4a-47f5-987d-
5eaa619e7371%40sessionmgr198&hid=109&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=edsggo&AN=edsgcl.332812153 [Accessed 15 January 2014].

STEPHEN, A. T. and TOUBIA, O. (2010) Deriving Value from Social

Commerce Networks. Journal of Marketing Research. [Online] Vol. XLVII
(April 2010), 215–228. Available from
http://ehis.ebscohost.com.ezproxy.derby.ac.uk/eds/detail?vid=3&sid=d45e0fa
1-84b7-4c1a-bad9-
dce7539e8099%40sessionmgr111&hid=116&bdata=JnNpdGU9ZWRzLWxpd
mU%3d#db=edsbl&AN=RN268178568 [Accessed 24 November 2013].

Useful websites

Smart Insights http://www.smartinsights.com/ - latest developments in digital

marketing in different categories.

Techcrunch http://techcrunch.com/ Group-edited blog about technology start-

ups, particularly the Web 2.0 sector.
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5. Module Assessment

Students will provide an individual report which covers both theoretical

understanding of digital marketing supported by practical application of the
theories including the development of an audit and recommendations. You
are expected to demonstrate the use of digital marketing models and to
support claims with academic references.

During seminars, learning activities will be provided for students to

demonstrate their learning to date, these will include identifying and
evaluating the key elements of the digital marketing audit, there will also be
opportunities for one to one discussions regarding assessment progress.

The coursework is based around a digital marketing audit and

recommendations on improving the digital marketing effectiveness of an
organisation through the creation of a digital marketing strategy and plan.

This will be a live project or student selected case study, requiring

investigation, analysis, demonstration and application of key concepts and the
student’s recommendations to improve an organisation’s current digital and
social media activity.

The format for this task is a report. Students are expected to adopt
professional presentation, tone and style.

Students should demonstrate academic theory, use of digital marketing

models and evaluation, rather than description and anecdotal stories.

The reading list provides guidance on relevant material.

Assessment brief

Mode: 100% Practical (Covers all Learning Outcomes)

The assessment is in one part, all coursework, as described here.

You are required to produce a professional 3,500 word report which

comprises a digital marketing audit, a digital marketing strategy and a digital
marketing plan.

This task is worth (100%) of the total marks. This is a single professional
report and there are three parts to this assessment, all must be completed
and in this order:
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1. Digital Marketing Audit (40% weighting)

The digital marketing audit is a picture of where the organisation is now. It is

research work to inform future decisions and should be supported by
academic underpinning.

 SWOT on the organisation’s current use of social media.

 Evaluation (advantages and disadvantages) of two competitors using
social media.
 Identification of two key customer groups and development of
personas.
 Customer journey flowchart or graphic.

The digital marketing audit is likely to include a range of digital marketing

tools, frameworks and models.

2. Digital Marketing Strategy (30% weighting)

The digital marketing strategy is the next stage in the plan. It is based on the
digital marketing audit.

This will include:

 TOWS matrix and commentary on the analysis.
 Recommended digital marketing strategy based on the audit and
TOWS.
 Your SMART objectives.

The digital marketing strategy is likely to include a digital marketing model

(e.g. RACE, Forrester's 5Is, Lauterborn’s 4Cs, the Ten C’s of marketing or the
6Cs of customer motivation or acquire, convert, retain) and should be
supported by academic underpinning.

3. Digital Marketing Plan (30% weighting)

The plan shows how the strategy will be achieved and is based on the
strategy and objectives. The plan needs to be realistic and will reflect the
organisation’s size and capabilities.

This will include:

 Consideration of resources required, including staffing and a budget.
 An outline tactical plan, created in Excel or other spreadsheet with no
more than 40 strategic activities, and inserted into the Word (or other
document processing system) report.

See Assessment Criteria on page 17 for full details.

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Word count

 The total word count allowed is 3,500 words.

 Students must comply with the recommended word count, within a
margin of -/+ 10%.
 You should balance the word count with the marks available.

The report can include:

 Screengrabs of websites.
 Relevant images.
 Clear headings.

What is included within the word count

 Headings.
 Body text (main content).
 All tables not specified below.

What is excluded from the word count

 Cover page.
 Contents sheet.
 Executive summary (no more than 1 page).
 SWOT table.
 TOWs Matrix.
 The budget table.
 The outline tactical plan.
 All references (textbooks and journals; quotes and referencing
information) inside the body content.
 Bibliography.
 References.

The assignment should:

 Prove your theoretical understanding of issues in the digital
environment.
 Be appropriate for the target audience.
 Provide examples of best practice.

In completing the tasks, you need to demonstrate all of the following skills:
 Critical awareness and analysis of the ideas that you explore.
 Synthesis and presentation of key ideas.
 Evaluation of complex matters.
 Clear presentation of key concepts / ideas.
 Demonstration of academic research.
 Correct use of Harvard referencing.
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 Professional presentation.
 Professional tone and style.

Presentation
 This is a professional report (not an essay) and should be written in the
third person.
 The language should be professional and you should avoid
abbreviations and ‘text speak’.
 Pages must be numbered for ease of reference.
 A minimum 11 point font should be used.
 Spacing should be 1.5 spacing throughout.

Please note that MAC users should save and submit their work as PDF
documents to preserve original formatting.

Referencing requirements

Harvard Referencing (Cite Them Rite) is the method of referencing followed.

This is absolutely vital. You must apply this system of referencing to (a) how
you present references in the text and (b) how you present your references in
the bibliography section.

N.B. The Harvard Cite Them Rite format of referencing means no footnotes!

Students are recommended to refer to the following book (available in

Waterstones and copies are in the library) which may help your approach and
understanding of Harvard referencing:

Pears, R., & Shields, G., (2013) Cite Them Right: The Essential Referencing
Guide (9th edition) Basingstoke, Hants: Palgrave Macmillan. This is available
in the University bookshop and also available here
http://www.palgrave.com/page/detail/?sf1=id_product&st1=629574

Additionally, this YouTube video on Harvard referencing is very helpful and

shows the differences between the different formats.

https://www.youtube.com/watch?v=NDgqqPvMn0U
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E-submission information

All tasks must be submitted by 20:00 on Thursday 4th May 2017 to TurnItIn.

Grading and feedback on all assessments will be provided from 20:00 on

Thursday 25th May 2017 (except for unforeseen circumstances).

You should note however that grades are at this stage provisional only, as
submitted assessments are subject to internal and external moderation and
validation by the University Examination and Assessment Board.

Feedback will be provided electronically and students can also book a session
to discuss their work.

7. Assessment Criteria
Criteria
Digital Marketing Audit (40%)
(Weighting)
90-100%  Exceptional SWOT on the organisation’s current use of
Excellent social media.
(First)  Exceptional evaluation of two competitors using social
media.
 Exceptional identification of two key customer groups and
development of personas.
 Exceptional customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an exceptional way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
80-89%  Advanced SWOT on the organisation’s current use of social
Excellent media.
(First)  Advanced evaluation of two competitors using social media.
 Advanced identification of two key customer groups and
development of personas.
 Advanced customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an advanced way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
Digital Marketing Strategy (30%)
 Exceptional TOWS analysis and
commentary.
 Exceptional digital marketing strategy.
 Exceptional SMART objectives.
The work includes digital marketing models,
which are applied in an exceptional way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
 Advanced TOWS analysis and commentary.
 Advanced digital marketing strategy.
 Advanced SMART objectives.
The work includes digital marketing models,
which are applied in an advanced way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
www.derby.ac.uk/business
17
Digital Marketing Plan (40%)
 Exceptional identification of all
resources and a detailed, timed,
realistic budget.
 Exceptional outline tactical plan
created in Excel or other
spreadsheet, showing 35 to 40
varied activities, for different
roles and is embedded into the
Word document.
 Advanced identification of all
resources and a detailed, timed,
realistic budget.
 Advanced outline tactical plan
created in Excel or other
spreadsheet, showing 30 to 35
varied activities, for different
roles and is embedded into the
Word document.

Criteria
Digital Marketing Audit (40%)
(Weighting)
70-79%  Extremely good SWOT on the organisation’s current use of
Excellent social media.
(First)  Extremely good evaluation of two competitors using social
media.
 Extremely good identification of two key customer groups
and development of personas.
 Extremely good customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in an extremely good way and adapted where needed.
The work is underpinned with a wide range of excellent and
relevant academic references, showing depth of research and
understanding. The work is presented to a professional
standard and Harvard referencing is followed exactly.
60-69% Very  Very good SWOT on the organisation’s current use of social
Good (2nd media.
Div.1)  Very good evaluation of two competitors using social media.
 Very good identification of two key customer groups and
development of personas.
 Very good customer journey flowchart or graphic.
The work includes digital marketing models, which are applied
in a very good way.
The work is underpinned with a range of very good and
relevant academic references, showing very good evidence of
research and understanding. The work is presented to a very
good standard and Harvard referencing is followed mainly as
required.
Digital Marketing Strategy (30%)
 Extremely good TOWS analysis and
commentary.
 Extremely good digital marketing strategy.
 Extremely good SMART objectives.
The work includes digital marketing models,
which are applied in an extremely good way.
The work is underpinned with a wide range of
excellent and relevant academic references,
showing depth of research and understanding.
The work is presented to a professional
standard and Harvard referencing is followed
exactly.
 Very good TOWS analysis and commentary.
 Very good digital marketing strategy.
 Very good SMART objectives.
The work includes at least two digital marketing
models, which are applied in a very good way.
The work is underpinned with a range of very
good and relevant academic references,
showing very good evidence of research and
understanding.
The work is presented to a very good standard
and Harvard referencing is followed mainly as
required.
www.derby.ac.uk/business
18
Digital Marketing Plan (40%)
 Extremely good identification of
all resources and a detailed,
timed, realistic budget.
 Extremely good outline tactical
plan created in Excel or other
spreadsheet, showing 25 to 30
varied activities, for different
roles and is embedded into the
Word document.
 Very good identification of
resources and a timed budget.
 Very good outline tactical plan
created in Excel or other
spreadsheet, showing 20 to 25
varied activities, for different
roles and is embedded into the
Word document.
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Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
50-59% Good  Good SWOT on the organisation’s current use of social  Good TOWS analysis and commentary.  Good identification of some
(2nd Div.2) media.  Good digital marketing strategy. resources and a budget.
 Good evaluation of two competitors using social media.  Good SMART objectives.  Good outline tactical plan
 Good identification of two key customer groups and created in Excel or other
development of personas. The work includes at least one digital marketing spreadsheet, showing 15 to 20
 Good customer journey flowchart or graphic. model, which is applied in a good way. varied activities and is
embedded into the Word
The work includes some digital marketing models, which are The work is underpinned with good and relevant document.
applied in a good way. academic references, showing good evidence of
research and understanding.
The work is underpinned good and relevant academic
references, showing good evidence of research and The work is presented to a good standard and
understanding. The work is presented to a good standard and Harvard referencing is apparent and followed in
Harvard referencing is apparent and followed in places. places.

40-49%  Satisfactory SWOT on the organisation’s current use of
Satisfactory social media.
(3rd)  Satisfactory evaluation of two competitors using social
media.
 Satisfactory identification of two key customer groups and
development of personas.
 Satisfactory customer journey flowchart or graphic.
The work includes a digital marketing model.
The work is underpinned with satisfactory academic
references, showing some research and understanding. The
work is presented to a satisfactory standard and Harvard
referencing is used in places.
 Satisfactory TOWS analysis and  Satisfactory standard of plan,
commentary. showing at least 5 activities.
 Satisfactory digital marketing strategy.  Satisfactory identification of
 Satisfactory SMART objectives. some resources and summary
budget.
The work includes a digital marketing model.
The work is underpinned with satisfactory
academic references, showing some research
and understanding.
The work is presented to a satisfactory standard
and Harvard referencing is used in places.

www.derby.ac.uk/business
 20

Criteria
Digital Marketing Audit (40%) Digital Marketing Strategy (30%) Digital Marketing Plan (40%)
(Weighting)
35-39% (Fail)  Inadequate SWOT on the organisation’s current use of  Inadequate TOWS analysis and commentary.  Poor standard of plan, showing
Unsatisfactory social media.  Inadequate digital marketing strategy. limited activities. Difficult to
 Inadequate evaluation of two competitors using social  Inadequate SMART objectives. follow.
media.  Poor description of resources
 Inadequate identification of two key customer groups and The work lacks academic references and and weak budget
development of personas. contains inadequate online references,
 Inadequate customer journey flowchart or graphic. including, for example Wikipedia and Ehow. The work is poorly presented and
Harvard referencing is not used.
The work lacks academic references and contains inadequate The work is poorly presented and Harvard
online references, including, for example Wikipedia and Ehow. referencing is not used.

The work is poorly presented and Harvard referencing is not

used.

0-34% (Fail)  Virtually no SWOT on the organisation’s current use of  Virtually no TOWS, weak or non-existent  Inadequate standard of plan,
Very Poor social media. strategy and weak objectives. showing few activities. Lack of
 Virtually no evaluation of two competitors using social resources and no budget.
media. The work is badly presented and contains
 Virtually no identification of two key customer groups and inadequate online or virtually no references. The work is badly presented.
development of personas.
 Virtually no customer journey flowchart or graphic.

The work is badly presented and contains inadequate online or

virtually no references.

0-4% (Fail) Nothing or hardly anything of merit submitted. When no work Nothing or hardly anything of merit submitted. Nothing or hardly anything of merit
Nothing of is submitted the NS notation will apply. When no work is submitted the NS notation will submitted. When no work is
Merit apply. submitted the NS notation will
apply.

www.derby.ac.uk/business