FACULTY OF MANAGEMENT DEPARTMENT OF MARKETING INTERNATIONAL BUSINESS AND MANAGEMENT (ONLINE)
DIGITAL (INTERACTIVE) MARKETING UNIT HANDBOOK Level I/5 [2015-16] Unit Leader/Tutor: Name: Office: Tel: Email:
Dr Elvira Bolat C113 (Christchurch House, Talbot Campus) 01202 968755 ebolat@bournemouth.ac.uk
Disclaimer Information contained within this programme handbook is correct at the time of being issued to the students for the first time (Feb 2016). However, some information may change and Bournemouth University reserves the right to make changes to procedures, regulations and processes subject to maintaining equivalent standards. If you require a large print version of this unit guide, please contact your Programme Administrator or any of the unit tutors. An electronic version of the latest edition of the handbook is available via the Marketing Communications unit space on myBU.
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CONTENTS
PAGE
1.0
Welcome from the Teaching Team
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2.0
Unit Aim
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3.0
Learning Outcomes
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4.0
Learning Environment
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5.0
Communication Practices
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6.0
Indicative Unit Delivery Plan
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7.0
Unit Assessment Strategy and Assessment Criteria
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8.0
Brief for Assignment(s):
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9.0
Unit Resources
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10.0 Time Constrained Papers (TCP) Guidelines
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11.0 Plagiarism and Referencing
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1.0
WELCOME FROM THE UNIT TUTOR "Rather than seeing digital marketing as an ‘add on’, marketers need to view it as a discipline that complements the communication mix and should be used to generate leads, get registrations or drive sales, rather than simply generating awareness." (Charisse Tabak, Vice-President of client services at Acceleration Media, 2002)
Mobile devices, social media, and specifically emergence of the Internet have transformed the way people communicate, make decisions and consume content and services. Augmented reality and gamification are reality and part of the branded entertainment that consumers are experiencing on a daily basis. This should be embraced by brands. The Internet, and all other information and communication technologies (ICT) are primarily channels for communicating the message and aim for efficiency in communication activities. As a result, the company’s communication strategies and tactics are the ones mostly affected, and these dynamic changes need to be addressed accordingly. But there is more to how technology can transform the society and business. Digital technologies are justifiably viewed as a central driver for the innovation and internationalisation of business activities. Digital technologies provide marketers with a fantastic opportunity to measure results immediately. Companies and brands increasingly have to address how best to effectively manage their business, particularly in view of greater consumer choice and interactivity, increased global competition, and dynamic and shifting digital media landscape. Studying on this unit, Digital (Interactive) Marketing, will help you to learn how to strategically apply digital technologies to support and enable marketing activities that lead to profit generation and satisfaction of customer needs. Digital and interactive marketing is effective, measurable, strategic and extremely creative. Analytical skills, critical and creative thinking are skills and competences you are expected to acquire and/or advance while studying on this unit. This unit will examine and apply strategic and tactical aspects of positioning, segmenting and targeting, the marketing mix and communications principles in digital marketing environments. The unit will cover the impact of social media and new digital technologies on marketing theories and practice. The Digital (Interactive) Marketing unit is a 20-credit unit assessed through by a group based project (50%) and exam (50%). The topics covered in the lectures, seminars and lab sessions will inform and underpin the assessment. There are a couple of key texts plus few supplementary books for this unit. Additional readings including journal articles will be made available particularly to support the syllabus. You are strongly encouraged to conduct independent research and reading relevant to the topics covered in each teaching session. Enjoy the unit, be creative and professional, and be brave and courageous in discovering the science and art of digital interactive marketing. Elvira
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One of the key factors for successful completion of the unit is effective communication with your tutor(s), programme administrators and peers. My contact details are as follows: Email is the most effective way to communicate with me ebolat@bournemouth.ac.uk. I access my emails regularly/every day. If you wish to speak with me on the phone, please email me your phone number and I will call you. In communicating with me by email, please use your STUDENT BU EMAIL ADDRESS and provide your full contact details i.e. name, e-mail and telephone number for contact. If you haven’t heard from me within a couple of days of your last e-mail, please resend your e-mail request. I may be on research or conference leave and not able to access the Internet on a regular basis. If you have not heard from me within 24 hours, please contact the Programme Adminstrator Sally Hobson shobson@bournemouth.ac.uk to check my availability. Discussion forums have been set up in MyBU for introductions, assessment items and content related enquiries. If you have any questions about the assessment or the content, please post them in the discussion forum so that all students can benefit from the question and response. If you wish to apply for an extension, please contact Sally Hobson shobson@bournemouth.ac.uk and be sure to include the reasons and documentation (e.g. medical certificate) to support your request. Your request will then be forwarded to Dawn Birch, Programme Co-ordinator, for approval. If your query concerns myBU or other technology related issues, please contact Neil Slawson, the BIBM learning technologist, at nslawson@bournemouth.ac.uk in the first instance. Neil will determine your problem can be addressed at programme level and whether or not you need to log a job with IT Services. You can log a job with IT services via telephone +44 (0)1202 965515 or via the ‘Contact us’ page on the IT Support part of the Student portal (http://studentportal.bournemouth.ac.uk ). Do NOT send IT services an email as this will delay your service. You will receive an email from IT confirming your request. You are expected to inform relevant members of staff of your issue and, if required, provide evidence of your communication with IT Services. KEEP A COPY of your unit-related e-mails for your records. Remember, it is YOUR responsibility to take the initiative throughout your studies to stay in touch, This means you must manage the process of raising problems or difficulties with me.
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TUTORS’ BIOGRAPHIES Dr Elvira Bolat is Academic in Marketing at the Faculty of Management, Bournemouth University. In addition she is a Programme Leader for BSc Marketing degree and Global Engagement Leader for the Department of Marketing. Elvira’s teaching covers both postgraduate and undergraduate levels. She has gained PhD with thesis titled 'Mobile Technology Capabilities and their role in service innovation practices in creative SMEs' and now is supervising other doctoral students in the fields of marketing and management with the focus on digital/interactive marketing. Elvira is Deputy Chair for the Academy of Marketing B2B SIG and has interest and expertise in researching and consulting SMEs within the creative B2B sector. Dr Bolat is external examiner for the MA in Luxury Brand Management at WSA University of Southampton. Elvira’s area of expertise includes Digital Marketing, Service Innovation Practices, Internet of Things, Marketing Communications and Luxury Branding. Elvira is Fellow of the Higher Education Academy and Member of the Institute of Direct and Digital Marketing. She has extensive consultancy experience sharing her knowledge around digital and social media marketing with companies across industries and sizes. Elvira has been invited to give talks at a number of universities both nationally and internationally. She has been involved and led various research projects within both business and consumer contexts.
2.0
AIM
Digitization of business and social activities has transformed marketing practice. The dynamism and ever-changing nature of such transformations require modern marketing specialists to be equipped with knowledge and understanding of the role that emerging technologies, digital and social media play in the development, implementation and presentation of marketing strategies. The unit will examine and apply strategic and tactical aspects of positioning, segmenting and targeting, the marketing mix and communications principles in digital marketing environments. The unit will cover the impact of social media and new digital technologies on marketing theories and practice.
3.0
LEARNING OUTCOMES
Having completed this Unit, the student is expected to: 1. Develop critical understanding of ways in which marketing principles
are applied and adapted in digital marketing environments; 2. Recognise and critique a range of theoretical perspectives on
contemporary issues of digital marketing and social media; 3. Evaluate and creatively apply frameworks for researching, planning
and implementing digital marketing campaigns;
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4. Demonstrate confidence and competence in the use of information
communication technologies by working effectively in the digital online environment.
4.0
LEARNING ENVIRONMENT
Indicative Content: Theories of strategic marketing, marketing communications and consumer behaviour: Strategy development, analysis of marketing mix, websites and direct marketing, social media and networks – business engineering, digitization on the ‘go’ – mobile marketing, search engine optimisation, analytics, content and creativity management. Credit points: 20 Unit delivery: A range of learning and teaching methods will be applied. Lectures will cover core concepts and theories, complemented by contemporary illustrations from real world practice. Online self-managed learning activities will be used to apply theoretical knowledge to practice. All lecture slides and supporting materials will be uploaded on to myBU. Internet supported activities in the form of group discussion forums will assist students in application of theoretical principles of digital marketing to practice encouraging creative solutions to tasks set by Unit Tutors. Detailed overview on communication practices used for this unit is provided in the next section, Communication Practices. However, the main communication channel for this unit is the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you don’t miss out on any important information.
5.0.
COMMUNICATION PRACTICES
MyBU is a principal communication platform for the unit through which you can access unit materials, reading list, assessment-related content, submit the final assessment (via Turnitin) and see the latest announcements regarding changes and news on the DIM unit. Moreover, to communicate questions regarding the unit use the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you don’t miss out on any important information. In addition to myBU this unit has its own external blog https://dimbsbu.wordpress.com/ The unit blog contains information regarding unit materials and feeds latest trends, news around the DIM subject. Feeds are posted as individual post on the blog or come through Twitter updates. Twitter handle for the DIM unit is @dimbsbu. In addition the unit blog has relevant materials posted for each individual programme studying on the unit, Business Studies with Marketing and International Business Management (Marketing and BIBM Tab), Business Studies with Law (Law Tab). 6
You are encouraged to use alternative communication channels to learn from and communicate with peers (i.e. LinkedIn group page).
Vital Contact Information: Unit Leader Elvira Bolat ebolat@bournemouth.ac.uk Office phone: 01202 968755 Other relevant contacts: Academic Services, Bournemouth University: Bournemouth House Library 19 Christchurch Road, Bournemouth BH1 3LH UK Library renewals, information and subject advice: Tel: +44 (0) 1202 965959. The Sir Michael Cobham Library Talbot Campus, Fern Barrow, Poole, BH12 5BB. Additional Learning Needs Service: Tel: +44 (0) 1202 965663 Learning Support Reception Desk: Tel: +44 (0) 1202 965663 Language Centre Advice: Tel: +44 (0) 1202 965300 IT Service Desk: Tel: +44 (0) 1202 965515 The main communication channel for this unit is the discussion board on myBU. You MUST SUBSCRIBE to the forum to allow for all posts to be automatically sent to your student e-mail box. This will ensure that you don’t miss out on any important information.
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6.0
INDICATIVE UNIT DELIVERY PLAN
The following two schedules list the sessions organised by week of delivery including guidance on further reading and tasks you have to complete. Further guidance is provided on myBU. This timetable is provisional. The topics of the sessions may change. For up-to-date information, check MyBU.
PROVISIONAL LECTURE PROGRAMME WEEK 30 31
Lecture Topic 1. Introduction to Digital (Interactive) Marketing [DIM] Overview of the DIM scope 2. Digital landscape
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3. DIM Strategy
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4. Content Development and Management
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5. DIM campaign
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6. DIM Analytics
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7. Digital marketing communication tools
37-39 40
EASTER BREAK Master-classes: 8.1. Working in/with Digital - covered by Arabella Lewis-Smith (Founder and Manager Director at Salad Creative and Pasture Naturals) 8.2. Legal aspects – cyber law, data protection – covered by Hayleigh Bosher (BU, copyright law)
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9.1. Branding in the digital 9.2. Digitization on the ‘go’ – mobile marketing
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10.1. Business (SEO) and Social Engineering 10.2. The Engaged Consumer
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11. Revision in preparation to individual assignment submission
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Independent Study ASSESSMENT week – Individual Coursework
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Independent Study
SELF-MANAGED LEARNING ACTIVITIES - PROVISIONAL PROGRAMME WEEK
SUGGESTED TOPICS & ACTIVITIES (Subject to changes)
SUGGESTED PREPARATION
SUGGESTED READING
Students are to use this week to familiarise themselves with the Unit Guide as well as the prescribed main texts.
READ BOOK CHAPTER: Chaffey and Ellis-Chadwick, 2012. Chapter 1: Introducing digital marketing.
30 Topic: Traditional marketing versus Digital Interactive Marketing
Case study discussion via Discussion Forum SML: Self-assessment activity - What digital marketing personality are you?
READ JOURNAL ARTICLE: Tiago, M. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57 (6), 703708. Available from: http://www.sciencedirect .com/science/article/pii/ S0007681314000949
Patil, R. D., Patil, M. S., & Bankar, M. V., 2015. Digital Marketing: The 21st Century Marketing tool. International Research Journal of Multidisciplinary Studies, 1(5). 31
Topic: Market analysis
Additional reading and interactive learning Case study discussion via Discussion Forum SML: macro/micro situation analysis for the brand/company from the list 9
READ BOOK CHAPTERs: Chaffey and Ellis-Chadwick, 2012. Chapter 2: Online marketplace analysis: micro-environment, and Chapter 3: The Internet macro-environment. SWOT Analysis lesson: http://www.marketingtea cher.com/swot-analysis-
marketing-tools-frommarketing-teacher/ Weihrich, H., 1982. The TOWS matrix—a tool for situational analysis. Long range planning, 15(2), 54-66. Merrilees, B., Getz, D., & O'Brien, D., 2005. Marketing stakeholder analysis: branding the Brisbane Goodwill Games. European Journal of Marketing, 39(9/10), 1060-1077. Stone, M., 2015. Competitive marketing intelligence in a digital, data-based world. Journal of Direct, Data and Digital Marketing Practice, 17(1), 20-29. 32
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Topic: Learning to set DIM and SMART objectives
Topic: Let’s focus on website
Journal article reading and discussion SML: an exercise to set strategy and formulate SMART objectives by linking it to strategic options
READ BOOK CHAPTER: Chaffey and Ellis-Chadwick, 2012. Chapter 4: Digital marketing strategy. http://www.enterprisebu cks.co.uk/wpcontent/uploads/2014/0 9/digital-marketing-plantemplate-smartinsights1.pdf
Interactive learning: Site planning, templating and site content, with emphasis around different platforms
READ BOOK CHAPTER: Chaffey and Ellis-Chadwick, 2012. Chapter 7: Delivering the online customer experience. Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q., 2014. An eye-tracking study of website complexity from cognitive load perspective, Decision Support Systems, 62, 110. Rahimnia, F., & Hassanzadeh, J. F.,
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2013. The impact of website content dimension and e-trust on e-marketing effectiveness: The case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247. 34
Topic: Let’s focus on website (cont)
SML: Building a website template Revision Quiz
READ BOOK CHAPTER: Chaffey and Ellis-Chadwick, 2012. Chapter 7: Delivering the online customer experience. López, I., & Ruiz, S., 2011. Explaining website effectiveness: The hedonic–utilitarian dual mediation hypothesis. Electronic Commerce Research and Applications, 10(1), 49-58.
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Topic: Creativity with digital content – practical implementation
Topic: Creativity with digital content (cont)
Infographics, blogging and social media SML: social media zones mapping, analysis of the case study and developing own solutions to upgrade the current social media practice (presenting findings via infographic) SML: Video watching and tasks completion
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Qi, S., Ip, C., Leung, R., & Law, R., 2010. A new framework on website evaluation. In EBusiness and EGovernment (ICEE), 2010 International Conference on (pp. 7881), May. Lee, M. R., & Chen, T. T., 2014. Digital creativity: Research themes and framework. Computers in Human Behavior.
READ BOOK CHAPTER: Chaffey and Ellis-Chadwick, 2012. Chapter 7: Delivering the online customer experience.
Lee, M. R., & Chen, T. T., 2014. Digital creativity: Research themes and framework. Computers in Human Behavior. Ashley, C., & Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Haji Habibi, F., Hamilton, C. A., Valos, M. J., & Callaghan, M. B., 2015. E-marketing orientation and social media implementation in B2B marketing. European business review, 27(6), 1-18. Lusch, R. F., & Vargo, S. L., 2009. Servicedominant logic—a guiding framework for inbound marketing. Marketing Review St. Gallen, 26(6), 6-10. 37-39 EASTER BREAK 40
Topic: DIM Analytics
http://www.kaushik.net /avinash/digitalmarketing-andmeasurement-model/ Video workshop on Analytics: https://www.youtube.c om/watch? v=k5arCkqn_Xk
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READ BOOK: Hemann, C. and Burbary, K., 2013. Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Indiana: Que 2013. Stone, M. D., & Woodcock, N. D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), 4-17.
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Topic: DIM Analytics (cont) SML: Looking for metrics, linking to SMART objectives Review Quiz
READ BOOK CHAPTERs: Chaffey and Ellis-Chadwick, 2012. Chapter 8: Campaign planning for digital media, and Chapter 10: Campaign planning for digital media. Chern, C. C., Lee, A. J., & Wei, C. P., 2014. The special issue on “Data analytics for marketing intelligence”, Information Systems and eBusiness Management. Järvinen, J., & Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management.
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Topic: Integrated Marketing Communications
Case study discussion via Discussion Forum: Exploring marketing communications tools and its effective integration in delivering the message
READ BOOK CHAPTERs: Chaffey and Ellis-Chadwick, 2012. Chapter 8: Campaign planning for digital media, and Chapter 10: Campaign planning for digital media. Schultz, D. E., 1992. Integrated marketing communications. Journal of Promotion Management, 1(1), 99104. Hutton, J. G., 1996. Integrated marketing communications and the evolution of marketing thought. Journal of Business Research, 37(3), 155-162. Herhausen, D., Binder, J., Schögel, M., & Herrmann, A., 2015. Integrating Bricks with
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Topic: Assignment/coursework submission guidance
Discussion Forum / Skype Live
Seminar content: Q&A with tutor on final assignment guidelines. 44
Clicks: Retailer-Level and Channel-Level Outcomes of Online– Offline Channel Integration. Journal of Retailing, 91(2), 309325. ! RE-READ BOOK CHAPTERs: Chaffey and Ellis-Chadwick, 2012. Chapter 8: Campaign planning for digital media, and Chapter 10: Campaign planning for digital media.
Independent Study ASSESSMENT week – Individual Coursework
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Topic: Online surgery session in preparation to TCP
Discussion Forum / Skype Live
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REVISE MAIN TEXTs and LECTURE SLIDES
7.0
UNIT ASSESSMENT STRATEGY and ASSESSMENT CRITERIA
The unit will be assessed through a combination of coursework (and/or a Time Constrained Paper) as follows: I.
TIME CONSTRAINED PAPER:
The TCP (Time-Constrained Paper) part of the Digital (Interactive) Marketing (DIM) unit assessment contributes a total of 50% towards the unit mark. Format: The assessment will take place on 31st May 2016. It is an open-book examination. You will be provided with one task with set of four questions. You are required to answer ALL questions. II.
COURSEWORK:
Title: “Digital Marketing Communication Plan for Life Sequences” Type: Individual Weighting: 50% of the overall mark for the Unit Deadline: 12 noon 9th May 2016
The details of how the assessment strategy relates to the Intended Learning Outcomes for the unit are as follows: ILO’s 1. Develop critical understanding of ways in which marketing principles are applied and adapted in digital marketing environments
Assessment TCP
2. Recognise and critique a range of theoretical perspectives on contemporary issues of digital marketing and social media
TCP
3. Evaluate and creatively apply frameworks for researching, planning and implementing digital marketing campaigns
Coursework
4. Demonstrate confidence and competence in the use of information communication technologies by working effectively in the digital online environment
Coursework
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ASSESSMENT CRITERIA Both Time Constrained Paper and coursework will be assessed using the following Generic Marketing Criteria. Further details on marking schemes for the coursework element of assessment are provided in the Assignment Brief, on myBU, under the Digital (Interactive) Marketing Unit ‘Assessment’ tab. Very weak fail (0% - 29%) Assessment category Subject knowledge and understanding Intellectual skills - including analysis, evaluation, and critical judgement Subject-specific skills - including applications and problem solving Transferable skills - including communication and presentation
Performance criteria Little or no evidence of factual and conceptual understanding of the subject, appropriate to this level, or of relevant reading/research. No evidence of appropriate analysis. Unsubstantiated opinions. No evidence of ability to relate theory to practice.
Unstructured and/or incoherent. Markedly poor English and/or inappropriate style. Other presentational aspects, including citations and bibliography may be incorrect or missing. May be seriously deficient in quantity. Variations within this mark range will generally relate to the level of error and muddle in the approach to the question, and the relative levels of lack of knowledge of the material, coupled with the paucity and weaknesses of the arguments used. Fail (30% - 39%) Assessment category Performance criteria Subject knowledge and Shows an insufficient level of factual and conceptual understanding of understanding the subject as required at this level. Little or no evidence of reading/research beyond a partial reproduction of information gained through class contact. Intellectual skills - including Work is entirely or virtually entirely descriptive, showing little or no analysis, evaluation, and critical evidence of analysis. Student has accepted information uncritically. judgement Unsubstantiated opinions may be common. Subject-specific skills - including Little or no evidence of ability to relate theory to practice. applications and problem solving Transferable skills - including Structure is weak or lacking. Material is incoherent. Mistakes in communication and presentation syntax/grammar. Immature style. Other presentational aspects, including citations and bibliography may be incorrect or missing. Variations within this mark range will generally relate to the level of understanding, the approach to the question, and the relative levels of weakness of the arguments used. Third (40 - 49%) Assessment category Subject knowledge and understanding
Level I FD / HN Awards - Pass Performance criteria Has developed sufficient knowledge and understanding of the subject/discipline relative to the level. Reading/research is limited. Knowledge has not been developed to any depth. Difficulties may be encountered with theoretical and conceptual aspects. Intellectual skills - including Has demonstrated only a basic ability to analyse a range of analysis, evaluation, and critical information. A basic attempt to evaluate may be evident, with a judgement tendency towards uncritical acceptance of the data. Unsubstantiated opinions may be evident. Subject-specific skills - including Shows little understanding in applying a range of ideas/information to applications and problem solving a given purpose. Appropriate responses may not have been formulated to a given problem. Transferable skills - including Structure weak and/or inconsistent and lacking in sequential communication and presentation development. Mistakes in grammar or syntax. Immature style. Citations and bibliography poorly or inconsistently presented. Lower Second (50 - 59%) Level I FD / HN Awards - Pass Assessment category Performance criteria Subject knowledge and Better understanding than for lower classification, developed through understanding wider reading and/or research. Still dependent on limited range of sources, mainly drawn from class contact. Intellectual skills - including Application of theory to practice is better and there is evidence of a analysis, evaluation, and critical development of analysis and evaluation of a range of information. judgement Critical skills are being demonstrated but developed only to a basic level.
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Subject-specific skills - including applications and problem solving Transferable skills - including communication and presentation
Is relatively comfortable in applying knowledge to different situations, but tends to be formulaic and lacks innovative response. Some attempt at structure and organisation but lacks consistency. Presentation style and grammar shows limitations.
Upper Second (60 - 69%) Assessment category Subject knowledge and understanding
Level I FD / HN Awards - Merit Performance criteria Has developed a sound understanding of the subject relative to the level, through wider reading/research. Sound conceptual understanding has been demonstrated. Intellectual skills - including Has demonstrated analysis and evaluation of the selected analysis, evaluation, and critical information in support of the argument. Discussion logically judgement developed from sequentially established facts. Assertions well supported. Subject-specific skills - including Has demonstrated a sound ability to apply an appropriate and applications and problem solving selective range of information to a range of problems/situations and has formulated/designed appropriate responses which may show originality. Transferable skills - including Has presented a logical structure to an argument. Few mistakes are communication and presentation evident in grammar/syntax and the maturity in the use of the language is appropriate to the level. Presentational style is sound. First (70 - 79%) Level I FD / HN Awards - Distinction (70% or more) Assessment category Performance criteria Subject knowledge and Has developed a detailed knowledge of the subject relative to the understanding level through extensive reading/research. Very good conceptual understanding has been demonstrated. Intellectual skills - including Has analysed a range of information by applying main theories from analysis, evaluation, and critical the subject/discipline. Has selected appropriate techniques of judgement evaluation. Has demonstrated ability to determine relevance and to be selective to support a logical and well-structured argument/reasoning. Subject-specific skills - including Has demonstrated competence and confidence to apply an applications and problem solving appropriate and selective range of information to problems/situations and has formulated/designed appropriate responses to resolve a given problem. Responses are likely to show innovation and creativity. Transferable skills - including Arguments are well structured and rigorous. Syntax indicates communication and presentation increasing maturity. Presentation is well structured and shows very little evidence of mistakes. High First (80% +) Assessment category Performance criteria Subject knowledge and Has developed a very detailed knowledge of the subject relative to understanding the level through extensive reading/research. An excellent conceptual understanding has been demonstrated. Intellectual skills - including Has selected appropriate and effective techniques of evaluation. Has analysis, evaluation, and critical demonstrated an exceptional ability, at this level, to determine judgement relevance and to be selective to support a logical and well-structured argument/reasoning. Work is particularly cogently argued/reasoned using a body of evidence, which is very well selected, collated and presented. Subject-specific skills - including Has demonstrated an exceptional competence and confidence to applications and problem solving apply an appropriate and selective range of information to problems/situations and has formulated/designed appropriate responses to address a given problem. Responses are likely to show considerable innovation and creativity. Transferable skills - including Exceptionally well-organised presentation. Arguments are well communication and presentation structured and rigorous. Syntax/grammar indicate notable maturity for this level.
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8.0 ASSIGNMENT BRIEFs
Faculty of Management Assignment Brief Programmes: International Business & Management (Online)
Level: 5
Unit Name: Digital (Interactive) Marketing
Unit Tutors: Dr Elvira Bolat
Assignment Markers:
Dr Elvira Bolat, Dr Gelareh RoushanEaston
Coursework Digital Marketing Communication Plan for Life Sequences Feedback method: Electronic (via myBU, Turnitin) You will normally receive your mark and feedback within the period specified in the University Regulations. Detailed comments on each individual element of the assessment may not be provided, but everything submitted will be taken into consideration. A sample of work, normally including all Firsts and Fails, as well as a selection of other work, is second-marked.
Issue date: 1th Feb 2016
Submission date*: 12 noon 9th May 2016
Weighting of this assignment: (as % of total coursework assessment for the unit)
50%
It is your responsibility to be aware of University Regulations relating to academic offences and to avoid committing them. The BU definitions and the penalties are listed in: Academic Offences: Policy & Procedure for Taught Awards If you are unable to submit your assignment on time due to medical or other mitigating circumstances you must complete a Mitigating Circumstances form PRIOR to the deadline and submit it for approval. *In accordance with University regulations if a piece of coursework is not submitted by the required deadline, the following will apply: • If coursework is submitted within 72 hours after the deadline, the maximum mark that can be awarded is 40%. If the assessment achieves a pass mark and subject to the overall performance of the unit and the student’s profile for the level, it will be accepted by the Assessment Board as the reassessment piece. The unit will count towards the reassessment allowance for the level (see 12.2); • This ruling will apply to written coursework and artefacts only; • This ruling will apply to the first attempt only (including any subsequent attempt taken as a first attempt due to mitigation); • If coursework is submitted more than 72 hours after the deadline, a mark of zero (0%) will be awarded;
•
Failure to submit/complete any other types of coursework by the required deadline will result in a mark of zero (0%) being awarded.
Details of what you are expected to do:
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1. Rationale Communication and promotion underpins the context of the digital interactive marketing. Strategic planning and tactical considerations needed to execute relevant digital marketing communications plans are increasingly regarded as important competencies and skills of modern business professionals. For Coursework, you are required to plan, develop and document the digital marketing communication plan to promote mobile application, Life Sequences. This is a real consultancy project for real client; however, any quiries regarding the assessment and information about the client and mobile application should be directed to the unit leader.
2. The learning outcomes being assessed 3. Evaluate and creatively apply frameworks for researching, planning and implementing digital marketing campaigns; 4. Demonstrate confidence and competence in the use of information communication technologies by working effectively in the digital online environment.
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3. Overview of Coursework “One of my goals is that, at a dinner party some time in the future, someone will say, 'Oh, my nephew is starting a ready-to-wear brand', and 20 people will turn around and say, 'Is he? Can we invest?' in the same way that, now, if you were to say, 'My nephew is starting a mobile app,' everyone would say, 'Oh, smashing! Can I invest?'” Natalie Massenet
Life Sequences is mobile app, under vision of by Dr Nasiru Taura which was developed by Static Games Ltd in 2015. Life Sequences is “a fun storybook based adventure packed with exciting minigames”, which hwlp users to “discover the value of knowledge, wealth and wisdom” as they “traverse through the depths of the jungle kingdom” (iOSMobileApp 2015). The app was developed following the publication of Dr Nasiru’s book titled ‘Life Sequences: Life Sequences: Volume 1’ in 2013. The app is available across app stores and is free. Nevertheless, the number of downloads is minimal. You have been appointed as the Marketing Manager of the creative digital agency. You are to develop a digital marketing communication plan to increase number of downloads, improve rating status and encourage positive recommendations for Life Sequences mobile app. Following the SOSTAC (situational analysis, objectives, strategy, tactics, actions, control) framework, the plan should comprise:
1. Situational/Market analysis or background information of the key external factors that may influence the success or otherwise of the plan;
2. Clearly written SMART objectives outlining the main aim and objectives of the plan; 3. Identification of the segment that the plan will be aimed at. The plan needs to be appropriately targeted so you are to choose a particular segment of the market, outline the chosen segment and its characteristics;
4. The digital marketing communication strategy to be utilised to ensure the successful implementation of the plan and meet the objectives;
5. The digital marketing communication tools to be considered in line with the objectives and strategy, the schedule (up to 12 months maximum) and the budget (approx. £500), and integration with nondigital marketing communication tools and channels (if appropriate and feasible);
6. Evaluation techniques to measure the effectiveness the plan; 7. Supporting evidence and creative materials to support decisions and recommendations that are made - you should be aiming for QUALITY rather than quantity. Where appropriate these sections should be underpinned by (1) reference to academic sources to demonstrate how you are using theory in practice, and (2) secondary or/and primary research to justify decisions and recommendations made. Sources should be referenced using the BU Harvard Referencing system. It is important that the assignment includes the relevant evaluation and justification of key decisions and recommendations based on primary and/or secondary research and analysis. Please refer to the marking criteria below and note that the plan is a holistic proposal based on logical and analytical interlinks between all the sections. References: iOSMobileApp, 2015. Life Sequences on iOS App Stats and Review. Available from: http://www.iosmobileapp.com/static_games_ltd/life_sequences/appId1010485438
4. Submission details / parameters The following is required to produce and submit the report/plan: •
An Executive Summary should be no more than 1 page of A4.
•
Report should have a contents page.
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A report must be typed in Word format. A minimum of size 12 type should be used and text must be
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a minimum of 1.5 line spaced with all pages numbered. •
Creative 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.
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Reports should submitted as a single Word document containing both the main text and the appendices.
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BU Harvard Referencing is required.
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A student should submit an electronic copy of a report via Turnitin, myBU.
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Word count for the report is 2500 words (excluding executive summary, tables, appendices, figures and references). Please note there is 10% flexibility on the word count. Reports will only be marked up to the word count (+10%); exceeded words will not be marked.
5. Assessment criteria/weightings and Feedback Assessment criteria/weightings are listed on the following page.
Please note that the syllabus is designed to help you work through the requirements of the coursework in stages. Feedback and marks for the coursework will be announced and provided via Turnitin, myBU. Further feedback can be obtained from the unit leader/tutor. In addition, generic feedback will be provided and posted on myBU. In your interest, a sample of work is second-marked, the sample normally including all Firsts and Fails, as well as a selection of other work.
Disclaimer: The information provided in this assignment brief (version number: 1) is correct at time of publication. In the unlikely event that any changes are deemed necessary, they will be communicated clearly via e-mail and/or myBU and a new version of this assignment brief will be circulated.
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ASSESSMENT CRITERIA
Unit Handbook: Digital (Interactive) Marketing
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Criterion
First/High First (70%+)
Upper Second (60-69%)
Integration of theory. Work should show a good understanding of academic theory. Relevant theoretical principles, models and frameworks need to be identified and applied to underpin the key decisions and recommendations that are made. Level of analysis, critical judgement. Work should show an appropriate application of critical judgement and analysis using different areas of knowledge.
Demonstrate the use of variety of theoretical principles, models and framework with competent and confident application that is clearly evident in the key decisions and recommendations that are made.
Demonstrate the use of theoretical principles, models and framework with sound application that is clearly evident in the key decisions and recommendations that are made.
Demonstrate the use of theoretical models, principles and framework with a reasonable application that is evident in the key decisions and recommendations that are made.
Theoretical models, principles and framework are used with little understanding in applying academic theory to provide appropriate responses to a given problem.
Little or no evidence of reading/research and ability to relate theory to practice.
Critical judgement and analysis are present. Students interrogate the literature with good application of conceptual knowledge supporting 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 critical judgement and analysis. Work shows a reasonable understanding and application of the key conceptual knowledge that relates to the area under investigation. The conceptual knowledge is partially used to support ideas.
Work is descriptive with little evidence of debate but shows basic level of analysis. Work shows little or no understanding and application of the key conceptual knowledge that relates to the area under investigation.
Work is descriptive and shows little or no evidence of analysis.
30%
Quality of recommendations. Assignment with insightful and imaginative objectives, ideas and approaches will be rewarded.
Demonstrate very high level of critical appraisal and judgement in analysis, evaluation and synthesis of material. Demonstrate an ability to diagnose and apply appropriate and selective conceptual knowledge to a practical problem/situation in order to produce valid, creative/original solutions which are logical, meaningful and effective. Highly developed critical insight has informed the digital marketing communication campaign. An excellent campaign which can be clearly implemented.
Students provide critical insight into issues informing the digital marketing communication campaign. The campaign is realistic and implementable.
Students are able to draw conclusions from analysis informing the digital marketing communication campaign. The campaign is well justified but may need further thought with regard to implementation.
Students demonstrate only a basic ability to analyse the information. Appropriate responses may not have been formulated to a given problem. The digital marketing communication campaign seems arbitrary or abstract.
No conclusions from analysis are evident with unsupported generalisations made.
30%
Structure and presentation of work. Quality of supporting evidences and creative materials. You will be penalised for spelling and grammatical errors. Failure to use the BU Harvard system for referencing will also be penalised.
Excellent report which contains a tightly structured, rigorous argument showing flow and progression. Presentation and organisation of work is of a very high standard, likely to be highly stimulating. Supporting evidences and creative materials are well selected, collated, presented and support decisions and recommendations that are made.
Good report with clear structure. Introduction explains context and introduces key ideas. These are then systematically developed in a logical order. Key issues are signposted. Conclusions are logical. Supporting evidences and creative materials are support well the decisions and recommendations that are made.
Report demonstrates reasonable structure. Contains introduction and develops arguments, with a summary and conclusion. Work is easy to read and has a logical order. Supporting evidences and creative materials reasonably support the decisions and recommendations that are made.
Report’s structure is inconsistent and lacking in sequential development. Little supporting evidences and creative materials are used. Where it is, no link is evident with the decisions and recommendations that are made.
Report’s structure is weak or lacking. Materials are incoherent. Supporting evidences and creative materials are used inconsistently.
10%
Unit Handbook: Digital (Interactive) Marketing
Lower Second (50-59%)
Third – Pass (40-49%)
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Fail (0-39%)
% Weighting 30%
9.0
UNIT RESOURCES
Digital (Interactive) Marketing (Online) Unit e-Reading list can be accessed via http://readinglists.bournemouth.ac.uk/lists/BDF3BC73-BE54-AF46-D0C2FD97185F4242.html READING LIST Key Texts Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: Strategy, implementation and practice. Harlow: Pearson Education. Available from: http://lib.myilibrary.com?id=399626 Hemann, C. and Burbary, K., 2013. Digital marketing analytics: making sense of consumer data in a digital world. Indianapolis, Indiana: Que. Complementary Texts: Bax, S., Wilkins, N., and Meyer, K., 2013. Cambridge Marketing Handbook: Digital. Lodnon: Kogan Page. Available from: http://lib.myilibrary.com/ProductDetail.aspx?id=546652 Hundekar, S.G., Appannaiah, H.R. and Reddy, P.N., 2010. Principles of marketing. Mumbai: Himalaya Publishing House. E-book. Available from: http://site.ebrary.com/lib/bournemouth/docDetail.action?docID=10415387 Rowles, D., 2014. Digital branding: a complete step-by-step guide to strategy, tactics and measurement. London: KoganPage. Sheldrake, P., 2011. The business of influence: Reframing marketing and PR for the digital age. Chichester: Willey. Tapp, A., Whitten, I., and Housden, M., 2014. Principles of direct, database and digital marketing. New York: Pearson Education. Available from: http://lib.myilibrary.com/ProductDetail.aspx?id=564216 Journals* Journal of Direct, Data and Digital Marketing Practice Harvard Business Review Business Horizons Journal of Digital and Social Media Marketing Journal of Marketing Management Journal of Interactive Marketing Journal of Research in Interactive Marketing *The majority of the reading for the unit will be from within selected academic journals. Useful trade titles to read on a regular basis: Marketing Marketing Week Campaign PR Week Unit Handbook: Digital (Interactive) Marketing
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WEB-BASED RESOURCES (with focus on Marketing aspects) www.marketresearch.com www.marketingweek.com digitalmarketingmagazine.co.uk www.theidm.com www.ted.com www.blogs.adobe.com/digitalmarketing/analytics/ www.theguardian.com/media-network/series/digital-marketing www.marketing-interactive.com (with focus on Law aspects) Copyright and Intellectual Property Guidance: www.patent.gov.uk/ Data protection Guidance: Data Protection Guide Best practice: A guide is available on the DMA website. Look for the Best Practice link under the heading 'Intelligence' Direct marketing rules British Code of Advertising, Sales Promotion and Direct Marketing, aka the CAP Code. The CAP Code is the rule book for direct marketing communications, sales promotions including prize draws, and non-broadcast advertisements. It has sections on distance selling, database practice, children, motoring, environmental claims, health/beauty products/therapies, weight control, employment and business opportunities, financial products, betting and gaming, tobacco products, alcoholic drinks. Copy Advisory service: Available free of charge – see info on the CAP website. Email marketing Opt-in, soft opt-in, guidance, law: Comprehensive guidance is available from the Information Commissioner's website. (If this link sends you to an introductory page, rather than to a useful document then, from www.informationcommissioner.gov.uk, click on ‘For Tools and Resources’, then ‘Document Library’, then ‘Privacy and Electronic Communications’, then (in the middle of the screen, under 'Detailed specialist guides') PECR guidance for marketers. Best practice: A guide is available on the DMA website. Look for the ‘Best Practice’ link under the heading 'Intelligence'.
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10.0 TIME CONSTRAINED PAPERS (TCP) GUIDELINES Time Constrained Papers on the BIBM programme take the form of a time controlled examination to assess the learning objectives for the unit. The questions will reflect the open-book nature of the TCP. To accommodate different time zones, the TCP will be released on Mondays ONLY (Tuesday* where the Monday falls as Bank Holiday in the UK) at two different time slots, 9.00am and 6.00pm UK time in the assessment week allocated to each unit. It is the decision of the student as to which TCP release they choose to sit. Once the student has commenced the exam, they must complete within the prescribed exam time length for that unit. Students will be fully advised of submission details by the Unit Tutor or Programme Administrator in advance of any TCP. Students who are unable to complete the examination on the prescribed date must apply for mitigating circumstances with documentary evidence so that alternative assessment arrangements can be made. Students can obtain information regarding the mitigating circumstances procedure either directly from the Programme Administrator or via the BAIBMP community pages on MyBU. Unit Tutors will be available to address questions about the TCP during the start of the two exam time periods. However, the only further information that unit tutors can provide at this point, is clarification of the wording of examination question not on how students should seek to respond to the questions. If for any reason, a unit tutor is not available on that date, they will be responsible for organising an alternative suitable contact person. For any students registered for ALS, please ensure you obtain confirmation from the Programme Administrator before the TCP is due that suitable arrangements are in place and where to find the TCP. If students have any queries regarding the TCP process, please contact the Programme Administrator, Sally Hobson (shobson@bournemouth.ac.uk). *Please note as 30th May 2016 is Bank Holiday in the UK, TCP for the DIM unit is scheduled on the following day, Tuesday 21 st May 2016.
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11.0 PLAGIARISM AND REFERENCING Plagiarism involves presenting someone else’s work as if it were your own by paraphrasing, summarising or quoting without citation or giving a full reference. You must acknowledge your source every time you refer to someone else's work. Failure to do so amounts to plagiarism, which is against the University rules and is a serious offence. Further information about plagiarism and self-plagiarism can be found on the Plagiarism webpages at www.bournemouth.ac.uk/library/how-to/plagiarism.html and within the document 6H – Academic Offences: Policy and Procedure for Taught Awards available via the BU Student Portal and on the BAIBMP community on MyBU. Please also ensure you access the ‘Academic Skills’ tab on MyBU which will provide invaluable information on understanding plagiarism and how to avoid committing an academic offence at Bournemouth University. All students should read the policy document so that they are aware of the possible penalties for Academic Offences. There is a scale of penalties depending on the severity of the offence and can ultimately involve: •
Resubmission of the assessment and the resubmission mark capped at 40% or
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Repeat the unit completely and all marks will be capped at 40% or
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Repeat a complete level of study or
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Withdrawal from the University without any credits
Unit Handbook: Digital (Interactive) Marketing
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