BSS023-6 Web Analytics Assessment 2: Individual report (2,500 words) Based on the reports provided by the University Google Analytics account (login: [email protected]; password: uobanalytics1), you are required to conduct the following activities to inform decision-making: • Critically evaluating the design of the webpages associated with MBA by conducting In-Page analytics, and making recommendations for improving the design of the webpages. • Suggesting how UoB should allocate its online marketing budget to maximise student recruitment by analysing relevant Acquisition and Conversion reports. Assessment Weighting (%): 65% Issue Date: Wednesday, 20 June 2016 Submission Deadline: 10 August 2016 Submission Procedure: MUST submit digital copy electronically on BREO Turn-it-in link by 23:59 pm Friday 3 June 2016. The following file naming format should be used for submission: Report _student surname_student ID Feedback: Feedback given as comments in original word reports linked to marking criteria. Feedback available via BREO will be provided three weeks after the submission. Word Limit: 2500 words Report Style: Word processed in Arial 11 pt font Report Content: Must address the topics indicated in the Assessment Criteria Individual Report - Marking Criteria Criterion Wgt. 0-34 35-39 40-49 50-59 60-69 70-100 Critically evaluate the design of the webpages associated with MBA Make recommendations for improving the design of the webpages associated with MBA Suggest how UoB should allocate its online marketing budget to maximise student recruitment, and why? 25% 25% 40% No evaluation made of any merit No solutions identified No suggestions made Groundless evaluation of a limited number of factors Limited and superficial solutions with little detail on the likely changes, benefits, and resources required Groundless suggestions Satisfactory evaluation of a limited number of factors based concepts Satisfactory solutions with insufficient detail on the likely changes, benefits, and resources required Relevant suggestions based on the analysis of a limited number of Google Analytics reports Good evaluation based on relevant concepts Good and reasoned solutions with satisfactory level of detail on the likely changes, benefits, and resources required Good adequately justified suggestions based on the analysis of relevant Google Analytics reports Very good critical evaluation based on relevant concepts Well reasoned and justified solutions with sufficient detail on the likely changes, benefits, and resources required Very good and justified suggestions based on detailed analysis of Google Analytics reports Excellent critical evaluation based on relevant concepts Very well reasoned and justified solutions with the likely changes, benefits, and resources required Excellent suggestions based on comprehensive analysis of Google Analytics reports Quality of academic writing and presentation 10% Unacceptable grammar and spelling Very poor grammar and spelling Relatively weakly expressed with many mistakes in grammar and spelling. Reasonably well expressed but several mistakes in grammar and spelling Well expressed with very few mistakes in grammar and spelling Excellently expressed with perfect grammar and spelling