BCO217-DigitalBusiness-Resit.docx

DIGITAL BUSINESS Re-sit AssignmentTask brief & rubrics

Task: Digital Marketing Campaign

· Individual assignment.

· The student is asked to develop a Digital Marketing Campaign for the company of their choice. This Campaign can use any of the Digital Marketing most common tools, such as Google Ads, Newsletters, SEO, Social Media, etcetera. It’s the student’s choice. However, make sure to justify each one of your choices throughout the Plan to make sure they fit the needs of the company.

· Table of Contents for the Plan:

· Executive Summary

· Introduction

· SWOT & PESTEL analysis

· Buyer Personas

· Objectives (SMART framework and KPIs)

· Strategy

· Channels

· Actions

· Budget

· Calendar

Submission: —

Weight: —

Formalities:

· Wordcount: 2000 – 2500 words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

· Relate and differentiate the different layers of social media mix strategies to manage a brand as an asset

· Develop analytical, planning and communication skills to overcome effective digital marketing challenges

· Design the strategic planning, conceive the metrics and implement the operational process for digital marketing

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (20%)	Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.	Student understands the task and provides minimum theory and/or some use of vocabulary.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Analysis (30%)	Student uses the knowledge learnt in class and analyses the given situation, draws relevant insights, and shows exceptional skills to comment and blend ideas.	Student uses the knowledge learnt in class and analyses the given situation, draws relevant insights, and shows good skills commenting and blending ideas.	Student makes a fair attempt at analysing the different knowledge learnt in class, albeit some information is missing. Any insights drawn may be limited.	Student makes an insufficient attempt at analysing the knowledge provided. Insights drawn are very limited without or inexistent.
Planning (30%)	Student applies fully relevant knowledge from the topics delivered in class and uses them to make an exceptional Social Media Content Plan.	Student applies mostly relevant knowledge from the topics delivered in class and uses them for a good Social Media Content Plan, with some aspects that could be improved.	Student applies some relevant knowledge from the topics delivered in class to make a fair Social Media Content Plan, although with misunderstanding and/or parts that would require improvement.	Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident and/or the Social Media Content Plan is incomplete.
Communication (20%)	Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. Academic references are included.	Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck. Academic references are included.	Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Academic references not included.	Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. Academic references not included.