Briefing session for the assessment Digital (Interactive) Marketing (Lecture 1.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To understand the examination element of the DIM’s assessment • To understand the coursework assessment for the DIM
Digital Interactive Marketing Assessment • Coursework – 50% (ILOs 3 and 4) Group grade given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
• Exam – 50% (ILOs 1 and 2)
Digital Interactive Marketing Assessment - Exam • • • • •
50% (ILOs 1 and 2) Exam date – (2 hours 30 min) 2 sections (A & B) Each section has 4 questions You are required to respond to 2 questions from EACH section – 4 questions in TOTAL • Section A – 30 marks maximum for each answer (60 marks maximum in total) • Section B – 20 marks maximum for each answer (40 marks maximum in total)
Digital Interactive Marketing Assessment • Coursework – 50% (ILOs 3 and 4) Group grade given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
• Exam – 50% (ILOs 1 and 2)
Digital Interactive Marketing Assessment Coursework
IDM Student Marketing Competition 2016
Competition - overview • Annual event, organised by the IDM (http://www.theidm.com) and sponsored by the client • Benefits to you: “ - Priceless, real-life campaign experience; - A taste of what it's like to create a marketing brief for a top brand/client; - A great boost for your CV - the competition is widely recognised and will give you the edge over other graduate candidates.” (IDM 2016, , http://www.theidm.com/employability/studentcompetition/)
Competition - overview • 3 best team will be invited to pitch their plans – 30th June 2016 Winning team will get: – Work experience with the Virgin Money Marketing team and with one of Virgin Money's agencies – An invitation to a very exclusive dinner with senior executives from Virgin Money – A £1500 cash prize team cash prize
What? • Task - the digital marketing consultancy project • Deliverable – the marketing communications plan • Client -
Brief!
Missing Opportunity
“Everyone’s better off” - GOAL and Ambition! http://www.theidm.com/download/The%20Institute%20of%20Direct%20and%20Digital%20Marketing_Stu dent%20Marketing%20Competition_Comp%20brief.pdf
https://player.vimeo.com/video/93161822
Brief!
“Everyone’s better off” GOAL and Ambition!
Missing Opportunity
“Everyone’s better off” - GOAL and Ambition! http://www.theidm.com/download/The%20Institute%20of%20Direct%20and%20Digital%20Marketing_Stu dent%20Marketing%20Competition_Comp%20brief.pdf
Market background Online giving market
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Partners
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Charities • • • • • • • • • • • •
Scope Save the Children Macmillan Cancer Support British Red Cross Cancer Research UK Anthony Nolan Alzheimers Society Cystic Fibrosis Trust Mind Children with Cancer UK Tommy's Leukaemia and Lymphoma Research
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Online/digital fundraising ?
Challenge! Our ambition is to explore ways in which we could significantly grow Virgin Money Giving over the next three years. Specifically: We would like to double our market share of online giving in the UK from 20% to 40% within 3 years. We estimate the market will be worth £650 million by this time. Marketing budget of £400,000 in year 1, increasing 5% per annum in subsequent years
YOU You as a group/team – Digital Agency assign yourselves to a team of 4-5 individuals by the end of next week (w/c 15th Feb 2015), post on myBU
You as an individual - required to take an active role in planning, developing, presenting and documenting the marketing communications plan a group grade is given by tutors BUT individual mark is assigned (moderation of the group grade by the SPA)
The marketing communications plan: Overview • Main goal of the marketing communications plan – We would like to double our market share of online giving in the UK from 20% to 40% within 3 years. We estimate the market will be worth £650 million by this time. Marketing budget of £400,000 in year 1, increasing 5% per annum in subsequent years • Questions to consider: Should Virgin Money Giving grow by targeting fundraisers? Or should Virgin Money Giving allow the Charities to target Fundraisers, while Virgin Money Giving focuses on increasing their reach amongst Charities? Or should Virgin Money Giving try a combination of the two?
• Budget – Limited! Year 1: £400,000. You need to make recommendations for how your plan should roll out in year’s 2 and 3 to reach the required target of 40% market share by the end of year 3.
The marketing communications plan: Overview (cont.) MC Plan’s Structure • An Executive Summary (4 pages maximum) • Direct and Digital (D&D) Campaign Strategy (inc. objectives, segmentation, customer acquisition & retention strategies, and outline communication strategy – your plans should integrate both on and offline media) • A Data Strategy (including data maintenance and utilization and legal compliance) • • Creative Proposals and Recommendations (remember Virgin Money Giving ambition is to “make everyone better off” – it’s their big idea and should inform everything they do. It’s not a creative endline, rather a positioning that should help to shape your ideas and plans) • A detailed D&D Activity plan for year 1 (media/channel selection, budget allocations, schedule, expected responses/returns, proposed testing)
Submission details • Word format report submission via Turnitin – full details are in the Coursework brief, section “4.Submission details / parameters / competition schedule” • MC plan (word count – 5000 words (excluding executive summary, tables, appendices, figures and references) - no more than 22 sides of A4 for the main text (excluding contents page) plus up to 15 pages of appendices (relevant supportive information and creative ideas). • How to submit – online, via myBU, Assessment tab, Turnitin submission box/folder. Team leader is in charge of submission.
Deadline(s) 4th May 2016 (noon)
Team leaders are to submit a reports via Turnitin submission boxes, myBU.
4th May – 5th May 2016
Unit leader (Project Supervisor) and tutors will determine reports eligible for the entering the competition.
5th May 2016
Team leaders of the eligible report are to be notified.
5th May 2016 (noon)
All students to submit Self and Peer Assessment via UGrade, myBU (Appendix A).
6th
Final closing date for receipt of entries at the IDM. Team leaders of the selected team are to register and upload entry at theidm.com/studentcomp.
May 2016 (noon)
w/c 6 June 2016
Top five entries selected for client review.
w/c 13 June 2016
Finalist teams invited to pitch.
w/c 27 June 2016
Finalists pitch to the client.
30 June 2016
Annual awards ceremony in London.
w/c 25th April each individual will be given an opportunity to present your creative ideas to the teaching team. Use this opportunity to develop your ideas further. Please note, no teaching classes take place w/c 25th April and w/c 2nd May 2016.
Marking Scheme First/High First (70%+)
Upper Second (60-69%)
Lower Second (50-59%)
Third – Pass (40-49%)
Fail (0-39%)
% Weighting
Criterion 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.
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.
Level of analysis, critical judgement and reflective skills. Work should show an appropriate application of critical judgement and analysis using different areas of knowledge.
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.
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.
Quality of recommendations. Assignment with insightful and imaginative objectives, ideas, strategies and approaches will be rewarded.
Highly developed critical insight has informed the marketing communication plan. An excellent plan which can be clearly implemented.
Students provide critical insight into issues informing the marketing communication plan. The plan is realistic and implementable.
Students are able to draw conclusions from analysis informing the marketing communication plan . The plan 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 marketing communication plan seems arbitrary or abstract.
No conclusions from analysis are evident with unsupported generalisations made.
Structure and presentation of work (see Appendix B for details). Quality of supporting evidences and creative materials. You will be penalised for spelling and grammatical errors as well as for exceeding the word count (number of pages) requirement. 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.
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.
20%
Good report with clear structure. Introduction explains context and introduces key ideas. These are then systematically developed in a logical order. Key issues are sign-posted. Conclusions are logical. Supporting evidences and creative materials are support well the decisions and recommendations that are made.
35%
35%
10%
ATTENTION! Submit SPA form individually online via myBU by 12 noon on 5th May 2015
Individuals who fail to complete/submit the SPA form will be penalised!
Self• Award yourself a mark out of 10 • Reflect on both the quality and quantity of your input: 8 and above out of 10 I made an outstanding contribution to the assignment 7 out of 10 My contribution was greater than most members of the group 6 out of 10 My contribution was about the same as other members of the group 5 out of 10 I contributed a little less than most members of the group 4 out of 10 I contributed much less than most other members of the group less than 4 I contributed little, if anything, to the assignment
Peer• •
Award a mark out of 10 to each other member of the assignment group Reflect on both the quality and quantity of each individual’s input: 8 and above out of 10 Student X made an outstanding contribution to the assignment 7 out of 10 Student X’s contribution was greater than most members of the group 6 out of 10 Student X’s contribution was about the same as other members of the group 5 out of 10 Student X contributed a little less than most members of the group 4 out of 10 Student X contributed much less than most other members of the group less than 4 Student X contributed little, if anything, to the assignment
Demonstration of GROUP mark adjustment
Please NOTE Rules! ‼ Marks are relative, not absolute! ‼ Marks will be used to modify the overall group mark upwards or downwards to arrive at final individual marks. ‼ Tutors reserve the right to make appropriate and reasonable adjustments on the basis of academic judgement; tutors reserve the right to require any group or individual to justify marks. ‼ Any student wishing to award a mark of less than 4 or more than 8 must speak to tutors. ‼ Any student(s) suspected of abusing this system will be required to meet with tutors to explain.
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