© MIT - Prepared by Dr Lakshi Perera Melbourne Institute of Technology Pty Ltd CRICOS Provider No: 01545C, 03245K NSW Assessment Details and Submission Guidelines Unit Code: BK216 Unit Title: Digital Marketing Assessment Type: Group Assessment, Trimester 1 2017 Assessment Title: Web Marketing Measurement Tools and Strategies Report Purpose of the assessment The purpose of this assessment is to assess the following Learning Outcomes: b. Demonstrate a coherent and advanced knowledge of digital marketing concepts using critical thinking c. Apply digital marketing fundamentals to analysis, design and decision making methodologies to identify and provide innovative value creations for customers, organisations and marketers. d. Develop an understanding about how to optimise web traffic and monitor its performance through various web analytical services. e. Analyse the market and create and develop innovative digital solutions to fulfil identifiable needs On successful completion, students are expected to demonstrate the following Graduate Attributes: 1. Ability to communicate 2. Analytical problem solving 3. Specialist knowledge of a field of study 4. Analytical and problem solving 5. Teamwork cooperation, participation and leadership 6. Specialist knowledge of a field of study Weight: Web Marketing Measurement Tools and Strategies Report – 30% Assessment Part 1 – Web Marketing Measurement Tools and Strategies Report – 20% Assessment Part 2 – Presentation – 10% Total Marks: Web Marketing Measurement Tools and Strategies Report – 30 marks Assessment Part 1 – Web Marketing Measurement Tools and Strategies Report – 20 marks Assessment Part 2 – Presentation – 10 marks Word limit 3000 Words Due Date: Week 11 Submission Guidelines:  All work must be submitted via Turnitin by the due date along with a completed Assignment Cover Page.  The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings. © MIT - Prepared by Dr Lakshi Perera  Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using APA referencing style. Extension  If an extension of time to submit work is required, a Special Consideration Application must be submitted directly to the School's Administration Officer, in Melbourne on Level 6 or in Sydney on Level 7. You must submit this application three working days prior to the due date of the assignment. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policiesprocedures- and-guidelines/specialconsiderationdeferment Presentation  To be held during class 15 minutes presentation time 5 minutes question and answer Presentation should be in form of a power point Use visual aids 1.0 Assessment Overview Students will be required to demonstrate their knowledge and ability to understand the tools and strategies used to measure the performance of web marketing. Students will discuss in detail how web marketing programs are measured and evaluated. This is a group task in which you will be working in a team of two people to write the report. Students will be required to support their web marketing measurement tools and strategies through documented research and evidence that supports their findings. Gather the information and data required to write the report using journal articles, business magazines, business reports and world wide web. Use IBISWorld that is available online through MIT library to access market research reports, industry research reports and company research reports to gather business information such as customer data and company data in order to write the report. Use APA reference style to present the references. The report must consists of minimum 10 academic resources including peer reviewed journal articles. © MIT - Prepared by Dr Lakshi Perera 2.0 Assessment Tasks and Requirements The report on Web Marketing Measurement Tools and Strategies will be done in two different stages. 2.1 Assessment Part 1 – Web Marketing Measurement Tools and Strategies Report Due Date: Week 11 Weight: 20% Format: The report should use Calibri Body (Font size 11) as the normal text and have margins of 2.5cm all around. Please use reasonable font sizes for headings. Word limit: 3000 words Submission: Ensure that the assessment is submitted with the completed assignment cover sheet as appropriate. An electronic copy of the assessment must be submitted via the Assessment Dropbox on MIT Moodle. The students will complete the report by Week 11 based on the guidelines provided below in section 3.1. 2.2 Assessment Part 2 – Presentation Due Date: Week 11 (During the lecture and tutorial time) Weight: 10% Submission: Ensure to submit a hard copy of the power point slides to the lecturer during the presentation. The students will present on the Consumer Buying Decision Process report as a group in class in week 11. Refer to the guidelines below for further information on carrying out the presentation. © MIT - Prepared by Dr Lakshi Perera 3.0 Assessment Guidelines 3.1 Assessment Part 1- Web Marketing Measurement Tools and Strategies Report Format and Guidelines Use the below format to write your report. Beneath each section of this report guideline chapters are stated to assist you in supporting your answer with the digital marketing theories and concepts learnt in every chapter. Use your textbook, lecture materials, tutorial activities and literature from journal articles to support your answers. 1.0 Introduction (250 words) 2.0 Web Marketing Measurement Tools (1250 words) (Note: Discuss minimum 5 measurement tools) 3.0 Web Marketing Measurement Strategies (1250 words) (Note: Discuss minimum 5 measurement strategies) 4.0 Conclusion (250 words) 3.2 Assessment Part 2 - Group Presentation Guidelines Each group will have 15 minutes to present their consumer buying decision process report and the findings and 5 minutes of question time. It will be 20 minutes in total with 5 minutes question time inclusive. The presentation must be done in a form of a power point. The group is encouraged to use visual aids during the presentation such as flyers, handouts, posters, models, flip charts, artefacts, whiteboards or props. The students can use following in their power point slides: charts, graphs, statistics, pictures, photos and other graphics. © MIT - Prepared by Dr Lakshi Perera 5.0 Marking Guide 4.1 Assessment Part 1 – Web Marketing Measurement Tools and Strategies Report Marking Guide Assessment Criteria Criteria Weighting Earned Mark Introduction Clearly states the main themes of the report 1 Web Marketing Measurement Tools Various web marketing measurement tools are thoroughly discussed and evaluated and is supported by the peer review journal articles, concepts and theories learnt in class. 8 Web Marketing Measurement Strategies Various web marketing measurement strategies are thoroughly discussed and evaluated and is supported by the peer review journal articles, concepts and theories learnt in class. 8 Conclusion Conclusion is logical and reflect an informed evaluation tied to a range of information. Placed perspectives discussed in priority order. 1 References - Skilful use of high quality, credible, relevant 10 or more academic sources to develop ideas. Accurate in-text citations and references using the appropriate APA style. All sources cited. Appropriate paraphrasing and use of direct quotes. - Excellent integration of academic sources to support argument. 2 Total 20 © MIT - Prepared by Dr Lakshi Perera 4.2 Assessment Part 2 – Presentation Marking Guide Assessment Criteria Criteria Weighting Earned Mark Comments Following findings are clearly presented and verbally discussed:  Web Marketing Measurement Tools  Web Marketing Measurement Strategies  Conclusion 5 Visual representation takes the form of power point slides and must include one or more of the following: charts, graphs, statistics, pictures, photos or other graphics are used in the power point slides. 1 Artefacts Used (Flyers, handouts, posters, models, flip charts, artefacts, whiteboards or props). 1 Questions from the audience are well answered. 2 - Clear communication and the audience well understood the presentation. - Time management (should be no more than 15 minutes). 1 Total 10 © MIT - Prepared by Dr Lakshi Perera Assessment Cover Sheet Student ID: Student Surname: Given Name: Course: School: Unit Code: Unit Title: Due Date: Date Submitted: Campus: Lecturer: Tutor: All work must be submitted via Turnitin by the due date. If an extension of time to submit work is required, a Special Consideration Application must be submitted. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policies-procedures-andguidelines/ specialconsiderationdeferment Academic Misconduct Academic Misconduct is a serious offence. Depending on the seriousness of the case, penalties can vary from a written warning or zero marks to exclusion from the course or rescinding the degree. Students should make themselves familiar with the full policy and procedure available at: http://www.mit.edu.au/about-mit/institutepublications/ policies-procedures-and-guidelines/Plagiarism-Academic-Misconduct-Policy-Procedure. For further information please refer to the Academic Integrity Section in your Unit Description. Student Declaration I/We declare that:  the work contained in this assignment is my/our own work/group work, except where acknowledgement of sources is made;  certify that this assessment has not been submitted previously for academic credit in this or any other course;  I/we have read the MIT’s Plagiarism and Academic Misconduct Policy Procedure, and I/we understand the consequences of engaging in plagiarism;  a copy of the original assignment is retained by me/us and that I/we may be required to submit the original assignment to the Lecturer and/or Unit Co-ordinator upon request; I/we have not plagiarised the work of others or participated in unauthorised collaboration when preparing this assignment. Student Signature: Date: