205MKT Digital Marketing Course Work / Individual Report Word Length (as per MID): 3000 words - a penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10% Submission: 07 June 2017 at 8pm Contributes 50% to total module mark Based on your academic research (i.e. min 10 journal articles), define the concept of online ESERVQUAL and with anyweb-based organisation of your choice, offer key recommendations on how the company will be able to applydigital marketing strategiesto benefit from this concept. Academic databases: Business Source Complete, Sage, Emerald and Science Direct Practitioner databases: Marketing Week, Brand republic, TED, Economist, Bloomberg BusinessWeek and Financial Times Learning Outcomes Assessed: 1. Evaluate the evolution of online marketing, making references to lessons from traditional marketing theory. 2. Analyse and assess the implementation, control, and evaluation of the online marketing planning process. 3. Conduct a critical analysis of contemporary issues in the area of online marketing. Content of the report: 1. An Executive Summary of no more than a page of A4 size paper summarizing the background information for the organization, marketing objectives, statement of purpose for the campaign and aims. The executive summary should contain important and critical information regarding the project. This section will not be included in the word count. 2. The main report should be about 3000 words with a tolerance of plus/minus 10 percent of the word count. The main report should cover the following contents but not limited to: • A brief introduction of the chosen organization and explain how its vision and mission statement has influenced its digital marketing strategy and decision-making. • Main Body – Explain with proper theoretical marketing concepts and framework the digital marketing strategies deployed by the organization. This must be supported with proper evidence and research. • Main Body – Critically evaluate both the macro and micro-environment the organization is operating in. • A critical and evaluative review of the digital marketing campaign’s performance. The critical review can also draw upon other marketing specializations to make recommendations for marketing planning and strategy for the future. • Conclusion • List of References (min. 10 academic journals) • Appendices Report format • Times New Roman, Arial or Calibri size 12 points • 1.5 line spacing • Include page numbers Marking Scheme: • Structure 10%: Content is organised and appropriate; coherent; flow of information, arguments, and concepts • Knowledge and Understanding 30%: Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question • Application 30% Application of theory or practical examples given appropriate to context • Analysis and Recommendations 20%: Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations • Presentation 10%: Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional Please note: 1. Please note that work submitted late (where an extension/deferral has not been granted) will automatically attract a result of 0%. This will count as a failed attempt, and may result in you failing the module overall. You may be eligible to resit the failed assessment(s), subject to the University’s regulations on reassessment. The maximum module mark that can be awarded for resit work is 40%. 2. Extensions will be in accordance with University and Faculty policy. Any penalties for not complying with word limits will be in accordance with University and Faculty policy. Return of Marked Work Marked work will be returned online. You can expect to have marked work returned to you by 2 teaching weeks after the submission date. PLAGIARISM WARNING! Assignments should not be copied in part or in whole from any other source, except for any marked up quotations, that clearly distinguish what has been quoted from your own work. All references used must be given, and the specific page number used should also be given for any direct quotations, which should be in inverted commas. Students found copying from the internet or other sources will get zero marks and may be excluded from the university. Marking Matrix: Assessment Criteria (tick as appropriate) Poor Satisfactory Good Very Good Excellent Structure (10%) Content is organised and appropriate; coherent; flow of information, arguments, and concepts Knowledge and Understanding (30%) Identifies, explains, draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question Application (30%) Application of theory or practical examples given appropriate to context Analysis and Recommendations (20%) Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate conclusions, justified recommendations Presentation (10%) Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional