Lecture 1.2 briefing session for the assessment

Briefing session for the assessment Coursework - "A Digital Marketing Communication Plan" & TCP Digital (Interactive) Marketing (Lecture 1.2) Dr Elvira Bolat ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes • To understand the coursework assessment for the DIM • To learn about TCP (Time-­‐Constrained Paper)

Digital Interac-ve Marke-ng Assessment • Coursework – 50% (ILOs 3 and 4)

• Exam – 50% (ILOs 1 and 2)

Digital Interac-ve Marke-ng Assessment -­‐ Coursework A case

a DIM communicaNon campaign

Deliverable -­‐ A wriMen report

A case • Key Theme -­‐ In-­‐bound markeNng and Lead GeneraNon

• The client -­‐

• You -­‐ the MarkeNng Manager of the creaNve digital agency

The DIM Communica-on Campaign: Overview • Main goal – to increase number of downloads, improve raNng status and encourage posiNve recommendaNons for Life Sequences mobile app • You are to choose segment and characterise it • Plan’s length – max 12 months • Budget -­‐ £500

The DIM Communica-on Campaign: Overview (cont.)

DIM Plan’s Structure

Follow SOSTAC model • SituaNonal analysis or background informaNon of the key external factors that may influence the success or otherwise of the digital campaign; • Clearly wriMen SMART ObjecNves outlining the main aim and objecNves of the digital campaign; • IdenNficaNon of the segment that the digital campaign will be aimed at; • The digital markeNng communicaNon Strategy to be uNlised to ensure the successful implementaNon of the campaign and meet the objecNves; • The digital markeNng communicaNon Tools to be considered in line with the objecNves and strategy; • AcNons including the campaign schedule and campaign budget; • EvaluaNon /Control techniques to measure the success or otherwise of the digital campaign

Deliverable – a wriFen report Content -­‐ • An ExecuNve Summary should be no more than 1 page of A4.

• Report should have a contents page.

• A report must be typed in Word format. A minimum of size 12 type should be used and text must be a minimum of 1.5 line spaced with all pages numbered.

• CreaNve samples may be included in the appendices. Students may prepare their own artwork (colour or black and white). Computer graphics are acceptable if produced by a student. “Roughs”/sketches are also acceptable.

• Reports should submiMed as a single Word document containing both the main text and the appendices.

• BU Harvard Referencing is required.

Word count -­‐ 2500 words excl. execuNve summary, appendices, references and tables, 10% flexibility) Deadline -­‐ by 12 noon on 9th May 2016 How to submit – online, via myBU, TurniNn submission box/folder

Deliverable – a wriFen report (cont.)

Marking Scheme (see assignment brief)

Criterion

First/High First (70%+)

Upper Second (60-­‐69%)

Lower Second (50-­‐59%)

Third – Pass (40-­‐49%)

Fail (0-­‐39%)

Demonstrate the use of variety of theoreNcal principles, models and framework with competent and confident applicaNon that is clearly evident in the key decisions and recommendaNons that are made.

Demonstrate the use of theoreNcal principles, models and framework with sound applicaNon that is clearly evident in the key decisions and recommendaNons that are made.

Demonstrate the use of theoreNcal models, principles and framework with a reasonable applicaNon that is evident in the key decisions and recommendaNons that are made.

TheoreNcal models, principles and framework are used with liMle understanding in applying academic theory to provide appropriate responses to a given problem.

LiMle or no evidence of reading/research and ability to relate theory to pracNce.

30%

Level of analysis, cri-cal judgement.

Work should show an appropriate applica-on of cri-cal judgement and analysis using different areas of knowledge.

Demonstrate very high level of criNcal appraisal and judgement in analysis, evaluaNon and synthesis of material. Demonstrate an ability to diagnose and apply appropriate and selecNve conceptual knowledge to a pracNcal problem/ situaNon in order to produce valid, creaNve/original soluNons which are logical, meaningful and effecNve.

CriNcal judgement and analysis are present. Students interrogate the literature with good applicaNon of conceptual knowledge supporNng coherent arguments and informing the whole study. The conceptual knowledge is used to develop and support ideas; thus evidence of strong logic and debate is clear.

Work shows basic level of criNcal judgement and analysis. Work shows a reasonable understanding and applicaNon of the key conceptual knowledge that relates to the area under invesNgaNon. The conceptual knowledge is parNally used to support ideas.

Work is descripNve with liMle evidence of debate but shows basic level of analysis. Work shows liMle or no understanding and applicaNon of the key conceptual knowledge that relates to the area under invesNgaNon.

Work is descripNve and shows liMle or no evidence of analysis.

30%

Quality of recommenda-ons.

Assignment with insighaul and imagina-ve objec-ves, ideas and approaches will be rewarded.

Highly developed criNcal insight has informed the digital markeNng communicaNon campaign. An excellent campaign which can be clearly implemented.

Students provide criNcal insight into issues informing the digital markeNng communicaNon campaign. The campaign is realisNc and implementable.

Students demonstrate only a basic ability to analyse the informaNon. Appropriate responses may not have been formulated to a given problem. The digital markeNng communicaNon campaign seems arbitrary or abstract.

No conclusions from analysis are evident with unsupported generalisaNons made.

30%

Structure and presenta-on Excellent report which contains a of work. Nghtly

structured, rigorous Quality of suppor-ng argument showing flow and evidences and crea-ve progression. PresentaNon and materials. organisaNon of work is of a very You will be penalised for high standard, likely to be highly spelling and gramma-cal sNmulaNng. SupporNng evidences errors. Failure to use the BU and creaNve materials are well Harvard system for selected, collated, presented and referencing will also be support decisions and penalised. recommendaNons that are made.

Good report with clear structure.

IntroducNon explains context and introduces key ideas. These are then systemaNcally developed in a logical order. Key issues are sign-­‐posted.

Conclusions are logical. SupporNng evidences and creaNve materials are support well the decisions and recommendaNons that are made.

Students are able to draw conclusions from analysis informing the digital markeNng communicaNon campaign. The campaign is well jusNfied but may need further thought with regard to implementaNon.

Report demonstrates reasonable structure. Contains introducNon and develops arguments, with a summary and conclusion. Work is easy to read and has a logical order. SupporNng evidences and creaNve materials reasonably support the decisions and recommendaNons that are made.

Report’s structure is inconsistent and lacking in sequenNal development. LiMle supporNng evidences and creaNve materials are used. Where it is, no link is evident with the decisions and recommendaNons that are made.

Report’s structure is weak or lacking. Materials are incoherent. SupporNng evidences and creaNve materials are used inconsistently.

10%

Integra-on of theory.

Work should show a good understanding of academic theory. Relevant theore-cal principles, models and frameworks need to be iden-fied and applied to underpin the key decisions and recommenda-ons that are made.

% weigh-ng

Digital Interac-ve Marke-ng Assessment – Examina-on (TCP) • 50% (ILOs 1 and 2) • 31st May 2016 • Two Nmeframes to choose -­‐ 9am (TCP1) and 6pm (TCP2) • It is an open-­‐book examinaNon • You will be provided with one task with set of four quesNons • You are required to answer All quesNons • TCP1 and TCP2 contain different tasks and sets of quesNons

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