Learning Outcomes Assessed:
LO1: Critically appraise the nature, importance and challenges of integrated digital marketing strategies.
LO2: Propose and evaluate an effective integrated digital marketing strategy with associated objectives.
LO3: Evaluate core digital skills, theories, concepts and models and apply digital production skills.
You will create a digital marketing portfolio for Dark Woods Coffee. This is an individual piece of work and is worth 60% of the module mark. Sections in the portfolio are related to taught sessions and you should work on the relevant section during the week that area is covered so that you build up your portfolio continuously. You will be given instructions on how to create this portfolio during the taught sessions.
You will receive a Portfolio Submission Template which includes instructions on what to be included. Please check Moodle. Please submit this Portfolio Submission Template through Turnitin by submission deadline. You must include you digital Marketing Portfolio – Microsoft Sway link into your Portfolio Submission Template.
You will need to submit your digital marketing portfolio in Microsoft Sway format and justify the application of each method in your portfolio by highlighting its relevant theoretical and practical strategic rational. Your digital portfolio should include at least three of the following:
▫ Email Marketing
▫ Online advertising
▫ Twitter created feed
▫ Search Engine Optimisation
Secondary Research Requirement at Level HE6 – It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include three refereed academic journals and four academic books
Important and Helpful Information:
Please refer to the Module Guide for information regarding module contents, indicative reading and guidelines for the preparation and submission of assignments.
Specific Assessment Criteria: (See Page 3 for General Assessment Criteria)
Excellent (70-100%): Virtually all of the relevant information/skills accurately deployed. Excellent and exceptional grasp of theoretical, conceptual, analytical and practical elements. Very effective integration of theory, practice and information in relation to the objective of the assessment. There will be evidence of originality and creativity as appropriate to the subject.
Very Good (60-69%): Most of the relevant information/skills accurately deployed. Good grasp of theoretical, conceptual, analytical, practical elements. Effective integration of theory, practice and information in relation to the objectives of the assessment.
Good (50-59%): Some of the relevant information/skills accurately deployed. Adequate grasp of theoretical, conceptual, analytical and practical elements. Fair integration of theory, practice and information in relation to the objectives of the assessment.
Satisfactory (40-49%): Some omissions in the deployment of information/ skills. Some grasp of theoretical, conceptual, analytical and practical elements. Limited integration of theory, practice and information in relation to the objectives of the assessment.
Unsatisfactory (1-39%): Students who do not meet the requirements of a pass grade (40% or above) will not successfully complete the assessment activity.