DMKT5008 SUMMER 2019 COURSEWORK BRIEF DMKT5008 Digital Marketing Summer 2019 Coursework Brief Handout: [Time (am/pm), Date Month Year] Access via GSM Learn Deadline for Submission: Wednesday, 21-08-2019 2pm [to be confirmed by the ML prior to publication] Submit this coursework through the Student Portal with a Turn-it-in Report Word Limit: 4000 (Plus or minus 10%) Learning outcomes assessed: At the end of a module students will be expected to be able to: 1. Explain the foundation principles of digital marketing and be able to distinguish between traditional and digital marketing. 2. Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing. 3. Apply digital marketing tactics to develop integrated and effective digital marketing approach across different digital domains. 4. Analyse the role of content within digital channels. 5. Examine the value of ongoing analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary spend. This Coursework is worth 100% of the total marks for this module. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 2 of 12 Coursework Instructions Please read carefully • Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: • Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. • Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 3 of 12 Assignment Questions - Hungryhouse UK takeaway ordering platform Hungryhouse became a household name, but back in 2007 the company was a little-known start-up pitching for investment from the Dragons of popular BBC TV show, ”Dragons Den”. Having “delivered a professional pitch”, founders Shane Lake and Tony Charles were offered £100,000 for 50% equity from Dragons Caan and Bannatyne which the duo then accepted. However, after the show, the deal went awry – according to Hungryhouse’s blog “four months after filming, post-show due diligence ground to a halt after Caan became unsure whether the business would take off.” Lake and Charles didn’t let this rejection set them back; raising £150,000 from alternative business angels a few months later which would enable them to increase their restaurant partners from 150 in 2007 to over 2,500 in September 2010. In February 2013, the company was acquired by Berlin-based competitor Delivery Hero for an undisclosed amount and then sold to JustEat in November 2017. In 2018, after over a decade of successful trading, Hungryhouse.com announced by an email to its customers that it was closing. --------------------------------------------------------------------------------------------------------- If Hungryhouse was to relaunch, and if you were appointed Digital Marketing Manager for Hungryhouse.com your task would be to create a report on how Hungryhouse can maintain market share amongst its competitors using digital marketing strategies and tactics. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 4 of 12 You are required to write a report that addresses the following 6 tasks: 1. Discuss the differences between Traditional and Digital Marketing. Explain why it would be important for Hungryhouse to invest in digital marketing. LO 1 2. Demonstrate and discuss how Hungryhouse could utilise website optimisation techniques to improve the performance of its website. LO 3 3. Critically discuss how Hungryhouse could use Search Engine Optimisation (SEO), Social Media (SMM) and Content Marketing to attract, retain and engage with customers. LO3 Your discussion should cover: o Key activities associated with implementing an SEO. SMM and Content Marketing Strategy. Note: For DMI applications, screenshots of the tools used for SEO, SMM and Content marketing should be included. o Critically discuss the KPIs and metrics that should be used to manage and monitor an SEO, SMM and content marketing strategy. 4. Discuss how Pay-Per-Click advertising (PPC) and Online Display (& Video) advertising could have been used to increase brand awareness and website visibility amongst its competitors. LO 2, LO 3 DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 5 of 12 Your discussion should cover: • The steps that should be taken to design an effective PPC and Online Display (& video) advertising campaign. Note: For DMI applications, screenshots of the tools for PPC and Online display (and video) advertising should be included as figures. • Identification of how Hungryhouse.com could target its key audience through these channels. • Explanation of any budgetary implications or dependencies. • An overview of the relevant laws and guidelines 5. Outline how Hungryhouse.com could have incorporated Email Marketing into its digital marketing strategy to attract and retain customers. LO3 & LO4 6. Discuss the ways by which Hungryhouse.com could have made use of analytics and management of digital marketing methods discussed within this report. LO5 All questions should be supported with the following: ▪ Key activities, processes or milestones associated with each digital marketing discipline. ▪ Appropriate tools and technologies that can be used. ▪ Appropriate objectives, KPIs, and metrics to support, measuring and optimising the digital campaigns ▪ Relevant laws and regulations pertaining to digital marketing ▪ Provide examples, include screenshots of the tools and real-world cases studies to support your discussion. ▪ Note any budget implications or dependencies End of Assignment Brief DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 6 of 12 Mark Scheme Knowledge and understanding of the subject 40% • Explain the foundation principles of digital marketing, and be able to distinguish between traditional and digital marketing. • Identify the relevant laws and guidelines that pertain to the different aspects of digital marketing. • Apply digital marketing tactics to develop an integrated and effective digital marketing approach across different digital domains. • Analyse the role of content within digital channels. • Examine the value of on-going analysis and measurement as a way of managing and evaluating their digital marketing efforts and budgetary spend. • Clear understanding of the assignment brief and tasks. Intellectual & Cognitive Skills 35% • Critical thinking – Objective analysis and evaluation of digital marketing components in order to form a judgement. (e.g. Online display & video advertising vs Social media marketing) • Synthesis, analysis and evaluation - ( e.g. discussion of the differences between traditional and digital marketing leading to opportunities for Clintons. • Discussing the merits and limitations of a particular digital marketing component) • Application of digital marketing components and tools to case in question. (e.g. PPC , SEO, Google keyword planner, Analytics) • Problem solving and research/investigation. • Well developed, highly relevant, reasoned introduction and DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 7 of 12 conclusions. Graduate Skills 25% • Has a number of reliable sources (e.g. Organisation reports, academic journals, academic text) • Has researched beyond the key reading appropriate for the subject. (e.g. utilising real-world case studies and examples to support your arguments) • Academic honesty - Has avoided plagiarism. • Has used Harvard referencing (in-text citation and reference list) • Uses appropriate academic conventions (e.g. summaries, paraphrasing etc.) • Research-related skills (evidenced by collection and interpretation of data to support arguments) • Written and visual presentation (e.g fluent writing style, report formatting, the use of diagrams/graphs/ illustrations used to enhance report) • Practical and professional skills (work has right level of detail/ complexity) End of Assignment Brief DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 8 of 12 Marking Criteria (Level 5) KNOWLEDGE & UNDERSTANDING INTELLECTUAL & COGNITIVE SKILLS Graduate Skills: transferable, employability, practical and academic skills Factual and conceptual knowledge and understanding; use of class materials; independent reading Critical thinking; conceptualisation; creativity; synthesis, analysis and evaluation; application; problem solving and research/investigation Written, oral and presentation skills; interpersonal, group and teamwork skills; leadership skills; numeracy; digital skills; practical, professional and academic skills (including referencing/presentation MARKIN G BAND MODULE LEARNING OUTCOMES CLASSIFI CATION WEIGHTED AT 40% WEIGHTED AT 35% WEIGHTED AT 25% 86 - 100% Achieved at this level FIRST (1ST) Includes all required factual content, accurately and succinctly summarised. Well developed, highly relevant, reasoned introduction and conclusions, demonstrating some originality. Within word count or presentation time. Includes relevant factual content only. Clearly and logically structured material, showing excellent understanding of the discipline. Accurate spelling, grammar, punctuation, paragraphing. Systematic, accurate identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from a very good range of highly relevant, current primary and secondary sources, and categorised, analysed or evaluated using relevant, methods or techniques. Professional, fluent writing style, appropriate to the assignment OR professional, engaging, confident, audible and well paced presentation. Excellent use of technical vocabulary, where appropriate. Exceptional understanding of factual and conceptual material, relative to this level, including some understanding of the limits to knowledge in this area. Well developed, coherent arguments, systematically referencing primary and secondary literature, with clear rationale for choices. Professional visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with precise explanations. Excellent integration of theory and practice, for this level, using appropriate conceptual frameworks. Correct and systematic use of academic conventions, references and bibliography. Independent, wide-ranging, relevant reading and research, from authoritative primary and secondary sources, appropriate to this level. Excellent application of numerical and statistical methods to defined problems. Outstanding, consistent, flexible delivery of group work obligations, for this level. Accepts responsibility and ameliorates conflict. Undertakes complex tasks. Substantiated, highly relevant recommendations. Excellent awareness of ethical issues, where relevant. Excellent, well articulated reflection on own strengths and weaknesses in relation to defined professional and practical skills at this level. Identifies required actions. 70 - 85% Achieved at this level FIRST (1ST) Includes all required factual content, accurately summarised. Well developed, relevant, reasoned introduction and conclusions, demonstrating some originality. Within word count or presentation time. Includes relevant factual content only. Clearly and logically structured material, showing very good understanding of the discipline. Accurate spelling, grammar, punctuation, paragraphing. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 9 of 12 Accurate identification of relevant concepts, theories and/or principles, with evidence of a systematic approach, appropriate to this level. Information or data selected from a good range of relevant, current primary and secondary literature, and categorised, analysed or evaluated using relevant, methods or techniques. Professional writing style, appropriate to the assignment OR engaging, confident, audible and well paced presentation. Very good use of technical vocabulary, where appropriate. Excellent understanding of factual and conceptual material, relative to this level, including some understanding of the limits to knowledge in this area. Coherent arguments, systematically referencing primary and secondary sources, with clear rationale for choices. Professional visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are accurate, clearly set out, with very good explanations. Very good integration of theory and practice, for this level, using appropriate conceptual frameworks. Correct use of academic conventions, references and bibliography. Independent, relevant reading and research, from authoritative primary and secondary sources, appropriate to this level. Very good application of numerical and statistical methods to defined problems. Very good, consistent, flexible delivery of group work obligations, for this level. Accepts responsibility and ameliorates conflict. Undertakes complex tasks. Substantiated relevant recommendations. Very good awareness of ethical issues, where relevant. Very good, well articulated reflection on own strengths and weaknesses in relation to defined professional and practical skills at this level. Identifies required actions. 60 - 69% Achieved at this level UPPER SECOND (2:1) Includes most required factual content, mostly accurately summarised. Relevant and valid introduction and conclusions. Within word count or presentation time. Includes relevant factual content only. Clearly structured material, with some gaps in logic, but showing understanding of the discipline. Mostly accurate spelling, grammar, punctuation, paragraphing. Mainly accurate identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from mainly relevant primary and secondary sources, and categorised, analysed or evaluated using relevant methods or techniques but with minor gaps or misunderstandings. Mainly fluent writing style, appropriate to the assignment OR mainly engaging, audible and well paced presentation. Good use of technical vocabulary, where appropriate. Very good understanding of factual and conceptual material, relative to this level, showing some appreciation of the limits of knowledge in this area. Mostly coherent arguments, with some perceptive points, referencing well selected primary and secondary literature. Mostly professional visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mainly accurate, clearly set out, with good explanations. Good integration of theory and practice, for this level, using appropriate conceptual frameworks. Mostly correct use of academic conventions, references and bibliography. Independent reading and research from a range of mostly authoritative primary and secondary sources, appropriate to this level. Mainly good application of numerical and statistical methods to defined problems, with some gaps, errors or misunderstandings. Consistent delivery of group work obligations, for this level. Some ability to accept responsibility and modify responses. Undertakes non-routine tasks. Some relevant recommendations. Satisfactory awareness of ethical issues, where relevant. Clear reflection on own strengths and weaknesses in relation to defined professional and practical skills. Partial identification of required actions. 50 - 59% Achieved at this level LOWER SECOND (2:2) Includes essential required factual content, but with some gaps or misunderstandings. Satisfactory introduction and conclusions. Within 10% of word count or presentation time. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 10 of 12 Includes some irrelevant factual content. Mostly clearly structured material, with some gaps in logic. Some mistakes in spelling, grammar, punctuation, paragraphing. Adequate identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from mainly secondary sources, and categorised, analysed or evaluated using mostly relevant methods or techniques but with gaps or misunderstandings. Writing style is appropriate but not always fluent OR a presentation that is not always engaging, audible or well paced. Some use of technical vocabulary, where appropriate. Satisfactory understanding of factual and conceptual material, relative to this level, showing basic appreciation of the limits of knowledge in this area. Satisfactory arguments, referencing mostly secondary literature. Appropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations may have some inaccuracies, or issues relating to set out and explanation. An adequate attempt to relate theory to practice, for this level. Inconsistent use of academic conventions, references and bibliography. Adequate independent reading and research from mostly secondary sources, appropriate to this level. Adequate application of numerical and statistical methods to defined problems, with some gaps or errors. Inconsistent delivery of group work obligations, for this level. Some awareness of responsibility and options. Basic recommendations. Satisfactory awareness of ethical issues, where relevant. Some evaluation of own strengths and weaknesses in relation to defined professional and practical skills. Limited identification of required actions. 40 - 49% Marginal achievement at this level THIRD (3RD) Includes limited required factual content, with many gaps or inaccuracies. Basic introduction and conclusions. Within 10% of word count or presentation time. Includes considerable irrelevant factual content. Unevenly structured material, with many gaps in logic. Frequent mistakes in spelling, grammar, punctuation, paragraphing. Some identification of relevant concepts, theories and/or principles, appropriate to this level. Information or data selected from secondary sources, and poorly categorised, analysed or evaluated using inappropriate methods or techniques. Awkward or inappropriate writing style OR a presentation that is not engaging, audible or well paced. Does not use technical vocabulary, where appropriate. Basic understanding of factual and conceptual material, relative to this level, showing very limited appreciation of the limits of knowledge in this area. Sense of emerging argument, mainly descriptive or personal opinion, with limited and superficial reference to literature. Negligible use of primary literature. Inappropriate visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are often inaccurate, with many issues relating to set out and explanation. Little attempt to relate theory to practice, using appropriate conceptual frameworks. Inconsistent or incomplete use of academic conventions, references and bibliography. Basic independent reading and research from secondary sources, appropriate to this level. Weak application of numerical and statistical methods to defined problems, with many gaps or errors. Unreliable delivery of group work obligations, for this level. Limited awareness of options. Confused recommendations. Little awareness of ethical issues, where relevant. Limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 30 - 39% Marginal failure at this level FAIL. POSSIBLE COMPEN SATION. Includes insufficient required factual content, with significant gaps or inaccuracies. Incoherent or irrelevant introduction and conclusions. More than 10% outside word count or presentation time. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 11 of 12 Includes substantial irrelevant factual content. Incoherently structured material. Serious mistakes in spelling, grammar, punctuation, paragraphing. Limited identification of relevant concepts, theories and/or principles, appropriate to this level, showing no appreciation of the limits of knowledge in this area. Little selection of information or data, and little attempt at collation, categorisation, analysis or evaluation. Poor writing style OR a presentation that is not engaging, audible or well paced. Does not use technical vocabulary, where appropriate. Limited understanding of factual and conceptual material, relative to this level. Little or no argument, entirely descriptive or personal opinion, with no reference to literature. Poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are mostly inaccurate, or incorrectly set out or explained. Theory not related to practice, using appropriate conceptual frameworks. Inaccurate or incomplete use of academic conventions, references and bibliography. Minimal independent reading and research, appropriate to this level. Very weak application of numerical and statistical methods to defined problems, with significant errors. Poor delivery of group work obligations, for this level. No awareness of options. Irrelevant or no recommendations. Little or no awareness of ethical issues, where relevant. Very limited reflection on own strengths and weaknesses in relation to defined professional and practical skills. 16 - 29% Not achieved at this level FAIL. NO COMPEN SATION. Includes almost no required factual content, and with very significant inaccuracies. Incoherent or missing introduction and conclusions. More than 10% outside word count or presentation time. Includes mainly irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. Minimal or inaccurate identification of relevant concepts, theories and/or principles. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. Limited understanding of factual and conceptual material, relative to this level, showing no appreciation of the limits of knowledge in this area. No argument, entirely descriptive or personal opinion, with no reference to literature. Very poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are inaccurate, with no explanations. Theory not related to practice. Very inaccurate or no use of academic conventions, references and bibliography. No independent reading and research, appropriate to this level. Minimal application of numerical and statistical methods and techniques to defined problems, with significant errors. Very poor delivery of group work obligations, where relevant. No recommendations. No awareness of ethical issues, where relevant. Minimal or no evaluation of own strengths and weaknesses in relation to defined professional and practical skills. 0 - 15% Not achieved at this level FAIL. NO COMPEN SATION. Does not include required factual content. No introduction and conclusions. More than 10% outside word count or presentation time. Includes entirely irrelevant factual content. Very incoherently structured material. Serious and extensive mistakes in spelling, grammar, punctuation, paragraphing. DMKT5008 SUMMER 2019 COURSEWORK BRIEF GSM LONDON Page 12 of 12 No identification of relevant concepts, theories and/or principles. No evidence of the selection, categorisation, analysis or evaluation of information or data. Incoherent writing style OR an inaudible, poorly paced and unengaging presentation. No understanding of factual and conceptual material, showing no appreciation of the limits of knowledge in this area. No argument, entirely personal opinion, with no reference to sources. Exceptionally poor visual presentation, including font, spacing, margins, headings, graphics, images and appendices. Calculations are missing, with no explanations. Theory not related to practice. No use of academic conventions, references and bibliography. No independent reading and research, appropriate to this level. No application of numerical and statistical methods to defined problems. No delivery of group work obligations, for this level. No recommendations. No awareness of ethical issues, where relevant. No evaluation of own strengths and weaknesses in relation to defined professional and practical skills.