LPC
DMKT5008
Digital Marketing
Summer 2018
Coursework Brief
Handout: June 2018
Deadline for Submission: 2:00pm, 22
nd
August 2018
Submit this coursework through the Student Portal with a Turn-it-in Report
Word Limit: 4500 words (Plus or minus 10%)
Learning outcomes assessed:
Explain the foundation principles of digital marketing, and be able to distinguish
etween traditional and digital marketing.
Identify the relevant laws and guidelines that pertain to the different aspects of
digital marketing.
Apply digital marketing tactics to develop an integrated and effective digital
marketing approach across different digital domains.
Analyse the role of content within digital channels.
Examine the value of on-going analysis and measurement as a way of managing
and evaluating their digital marketing efforts and budgetary spend.
This coursework is worth 100% of the total marks for this module.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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Coursework Instructions
Please read carefully
• Carefully read the module handbook, the marking criteria and the grade
descriptors.
Academic Misconduct
You are responsible for ensuring you understand the policy and regulations
about academic misconduct. You must:
• Complete this work alone except where required or allowed by this
assignment
iefing paper and ensure it has not been written or composed
y or with the assistance of any other person.
• Make sure all sentences or passages quoted from other people’s work in
this assignment (with or without trivial changes) are in quotation marks, and
are specifically acknowledged by reference to the author, work and page.
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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Assignment Questions
Clintons
Clintons Cards was founded in 1968 by the
late Don Lewin. Greeting cards were once
umoured to be the most profitable
product on the high street (retail insiders
suggested a £3 card could cost Clintons as
little as 30p to buy from a manufacturer), but by 2012 it had ignored the
threat of email and e-cards. Their mantra “birthdays and anniversaries never
go out fashion” was still right, but the way people once cele
ated them
definitely had. What’s more, their business model of dominating high streets
with multiple stores and buying out its competition was outmoded by the late
2000s. By the time it had launched its own e-card side of the business, it was
too little too late.
At their peak: owning more than 1,000 stores, Clintons once controlled 25
per cent of the greeting card market.
Who replaced them? Clintons is now run by American Greetings (the world’s
iggest greetings card firm), but online retailers like Funky Pigeon and
Moonpig dominate the UK personalised greetings card market.
Additional information http:
www.
c.co.uk/news/magazine XXXXXXXXXX
You have recently been appointed as Digital Marketing Manager for Clintons.
As part of your first project in your new role, the Head of Marketing has asked
you to investigate some new strategies to strengthen and reinforce the
organisation’s digital marketing capabilities and expertise.
Your required to write a report that addresses the following 6 tasks:
1. Discuss the differences between Traditional and Digital Marketing. Explain why it
would be important for Clintons to invest in digital marketing. LO 1
2. Illustrate how Clintons could utilise website optimisation techniques to improve
performance. LO 3
3. Critically discuss how Clintons can use Search Engine Optimisation (SEO) and
Pay-Per-Click advertising (PPC), to improve its website visibility amongst its
competitors. LO 2, LO 3
Your answer should cover:
http:
www.
c.co.uk/news/magazine XXXXXXXXXX
DMKT5008 DIGITAL MARKETING SUMMER 2018 COURSEWORK BRIEF
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The steps you would undertake to design an effective SEO and PPC
campaign.
Identification of how the company could target its key audience
through these channels.
An overview of the relevant laws and guidelines.
4. Discuss how Online Display & Video Advertising and Social Media Marketing can
e used to attract, retain and engage new and existing customers. LO3
Your answer should cover:
Key activities associated with implementing an online display (and
video) advertising strategy and a Social Media Marketing strategy.
Justification of which channel is most affective.
5. Outline how Clintons could incorporate Content and Email Marketing into its digital
marketing activities. LO3 & LO4
6. Explain how Clintons could use website analytics to improve performance.
All questions should be supported with the following:
Key activities, processes or milestones associated with each digital
marketing discipline.
Appropriate tools and technologies that can be used.
Relevant laws and regulations pertaining to digital marketing
Provide examples and utilise real-world cases studies to support your
discussion.
End of Assignment Brief
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Mark Scheme
XXXXXXXXXXKnowledge and understanding of the subject 40%
Explain the foundation principles of digital marketing, and be able to distinguish
etween traditional and digital marketing.
Identify the relevant laws and guidelines that pertain to the different aspects of digital
marketing.
Apply digital marketing tactics to develop an integrated and effective digital marketing
approach across different digital domains.
Analyse the role of content within digital channels.
Examine the value of on-going analysis and measurement as a way of managing and
evaluating their digital marketing efforts and budgetary spend.
Clear understanding of the assignment
ief and tasks.
Intellectual & Cognitive Skills 35%
Critical thinking – Objective analysis and evaluation of digital marketing components in
order to form a judgement. (e.g. Online display & video advertising vs Social media
marketing)
Synthesis, analysis and evaluation - ( e.g. discussion of the differences between
traditional and digital marketing leading to opportunities for Clintons.
Discussing the merits and limitations of a particular digital marketing component)
Application of digital marketing components and tools to case in question. (e.g. PPC ,
SEO, Google keyword planner, Analytics)
Problem solving and research/investigation.
Well developed, highly relevant, reasoned introduction and conclusions.
Graduate Skills 25%
Has a number of reliable sources (e.g. Organisation reports, academic journals,
academic text)
Has researched beyond the key reading appropriate for the subject. (e.g. utilising real-
world case studies and examples to support your arguments)
Academic honesty - Has avoided plagiarism.
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Has used Harvard referencing (in-text citation and reference list)
Uses appropriate academic conventions (e.g. summaries, paraphrasing etc.)
Research-related skills (evidenced by collection and interpretation of data to support
arguments)
Written and visual presentation (e.g fluent writing style, report formatting, the use of
diagrams/graphs/ illustrations used to enhance report)
Practical and professional skills (work has right level of detail/ complexity)
GSM London Generic Marking Criteria
KNOWLEDGE &
UNDERSTANDING
INTELLECTUAL &
COGNITIVE SKILLS
Graduate Skills:
transferable,
employability, practical
and academic skills
Factual and conceptual
knowledge and
understanding; use of
class materials;
independent reading
Critical thinking;
conceptualisation;
creativity; synthesis,
analysis and
evaluation;
application; problem
solving and
esearch/investigation
Written, oral and
presentation skills;
interpersonal, group
and teamwork skills;
leadership skills;
numeracy; digital skills;
practical, professional
and academic skills
(including
eferencing/presentation
MARKING
BAND
CLASSIFICATION WEIGHTED AT 40% WEIGHTED AT 35% WEIGHTED AT 25%
XXXXXXXXXX% FIRST (1ST) Includes all required
factual content, accurately
and succinctly
summarised.
Well developed, highly
elevant, reasoned
introduction and
conclusions,
demonstrating some
originality.
Within word count or
presentation time.
Includes relevant factual
content only.
Clearly and logically
structured material,
showing excellent
understanding of the
discipline.
Accurate spelling,
grammar, punctuation,
paragraphing.
Systematic, accurate
identification of relevant
concepts, theories and/or
principles, appropriate to
this level.
Information or data
selected from a very
good range of highly
elevant, cu
ent
primary and secondary
sources, and
categorised, analysed
or evaluated using
elevant, methods or
techniques.
Professional, fluent writing
style, appropriate to the
assignment OR
professional, engaging,
confident, audible and
well paced presentation.
Excellent use of technical
vocabulary, where
appropriate.
Exceptional
understanding of factual
and conceptual material,
elative to this level,
including some
understanding of the limits
to knowledge in this area.
Well developed,
coherent arguments,
systematically
eferencing primary and
secondary literature,
with clear rationale for
choices.
Professional visual
presentation, including
font, spacing, margins,
headings, graphics,
images and appendices.
Calculations are accurate,
clearly set out, with
precise explanations.
Excellent integration of
theory and practice, for
this level, using
appropriate conceptual
frameworks.
Co
ect and systematic
use of academic
conventions, references
and bibliography.
Independent, wide-
anging, relevant reading
Excellent application of
numerical and
Outstanding, consistent,
flexible delivery of group
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and research, from
authoritative primary and
secondary sources,
appropriate to this level.
statistical methods to
defined problems.
work obligations, for this
level.