Digital Marketing
Order Description
Digital Marketing 2014/15
Level 6
Communication Protocol: module staff will reply to student questions within a reasonable time but this will normally
be within office hours only. Students are advised to check this Handbook and also to see if there are any online
announcements or FAQ answers that deal with their enquiry before contacting staff.
Contents
Contents
1
What this Module is About ………………………………………………………………………………………………………. 1
2
Module Timetable ……………………………………………………………………………………………………………………… 4
3
Key Resources to Support Learning ……………………………………………………………………………………….. 5
4
Assessment …………………………………………………………………………………………………………………………………. 9
5
4.1
Assessment Summary ……………………………………………………………………………………………………….. 9
4.2
Assessment Details ……………………………………………………………………………………………………………. 9
4.3
Feedback ……………………………………………………………………………………………………………………………. 22
Understanding Your Assessment Responsibilities…………………………………………………………….. 23
1 What this Module is About
Introduction from the Module Leader
On behalf of the School of Strategy, Marketing and Communications Team we would like
to welcome you to the Digital Marketing module which develops the theories you been
introduced to over the last two years.
Some of you may be studying at Leeds Beckett for the first time. Alternatively this may
be the first marketing module you’ve done for a while. No doubt many of you will be
studying degrees with a heavy marketing content. So a large part of the challenge is
making Digital Module challenging for everyone. It’ll be hard work and hopefully we’ll
also have some fun along the way.
This module has been specifically designed to give an insight into the crucially
important area of digital marketing. The digital environment is still having a complex
and dynamic impact on marketing in the 21st century. As such future managers will
need to appreciate a variety of concepts, models and theories concerned with digital
marketing such as web 2.0, consumer generated media and ever changing platforms
such as social media.
So, welcome to the module, we hope you enjoy it! If you need me I can be contacted at
n.kelley@leedsbeckeet.ac.uk, face to face after each lecture or tutorial or on twitter
@neilkelley
Thanks, and good luck,
1
Module Aims
The module is designed to introduce students to the ways in which digital media can be
used for marketing activities and how this is influenced by the contemporary digital
environment.
It will also enable students to develop a critical understanding of the key aspects of digital
marketing in order to identify a range of challenges and opportunities.
Finally, students will be able to develop strategic approaches to achieving corporate and
marketing aims through digital marketing planning. This will in particular provide
students with the contemporary marketing skills required for being a marketing
professional in the digital age.
Module Learning Outcomes
On successful completion of this module, you will be able to…
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?
?
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critically understand the role of Web 2.0, particularly social media and consumer
generated media, within the marketing mix.
develop and evaluate a digital marketing plan for an organisation.
critically analyse the role of key digital platforms, tool and media.
analyse the digital marketing environment and develop strategic and tactical
recommendations in order to achieve marketing objectives.
Module Learning Activities
To help you develop the knowledge and skills required to pass this module, the module
team will use a blend of teaching and learning techniques to help you. This module is
taught via a weekly lecture and a weekly tutorial. In between these two taught sessions
you are expected to undertake your own reading and private study programme.
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Lectures together with directed and online learning activities will introduce key
concepts to students as a basis for their further reading and research.
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Student and tutor led tutorials will focus on the application of theory to
contemporary examples.
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Tutorials will enrich the scope of the module content; facilitate skills development
and encourage independent learning.
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X-stream will be used to enhance the students learning experience using a variety of
media to deliver content and interact.
2
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Guest lecturers will be used to offer an insight into how the marketing
communications are used in context
Continuation of the development of a work-related portfolio
Graduate Attributes Developed and Assessed
Enterprise – Via exposure to real-life examples through lectures, guest lectures and
tutorials through the production of a portfolio of work-related content- assessed via
coursework and portfolio
Digital Literacy – Though all delivered sessions – Digital content is key within pedagogy
and the subject and there are workshops delivered in the IT labs – assessed via
coursework
Global Outlook – Via exposure to various organisational contexts in a global marketplace
– assessed via coursework
3
2 Module Timetable
Week
Commencing
29th
September
Lecture Content
Tutorial Content
Reading/Preparation
for The Tutorial
The changing
landscape
An introduction to the
module and Twitter
Exercise
Chapter 1 – Chaffey, D. (2013)
Digital Marketing
6th October
Implications for
digital marketing
planning
Case Study Exercise
Chapter 2 – Chaffey, D. (2013)
Digital Marketing
13th October
The digital
marketing
environment
Assignment Workshop SOSTAC
Chapter 3 – Chaffey, D. (2013)
Digital Marketing
20th October
Users and/or
customers?
The complex and dynamic
environment
Chapter 4 – Chaffey, D. (2013)
Digital Marketing
Profiling Behaviour
Chapter 5 and 6 – Chaffey, D.
(2013) Digital Marketing
Digital Mix and
Media
RACE
Chapter 7 – Chaffey, D. (2013)
Digital Marketing
10th
November
Content Marketing
and UX
Building an App
Chapter 8 – Chaffey, D. (2013)
Digital Marketing
17th
November
Social Media
Assignment Drop-in
Chapter 9 and 10 – Chaffey, D.
(2013) Digital Marketing
Let’s get social
Chapter 11 and 12 – Chaffey, D.
(2013) Digital Marketing
SM, SEM and CRO in
practice
Work on assignment
Measuring and
Improving
Effectiveness
Pulling it all together
Work on assignment
15th December
Contemporary and
Future Issues
Assignment Drop-in
Session
Work on assignment
12th January
2015
Assignment Submission – Monday 12th January 12noon – both online and offline
27th
3rd
October
November
24th
November
1st December
8th
December
Digital Strategy
SEM and CRO
The Campaign Plan
4
3 Key Resources to Support Learning
It is strongly recommended that you undertake a weekly reading programme based on a selection of
the recommended textbooks supplemented by the reading of articles in trade and academic journals.
You will also need to refer to a variety of sources when researching and writing your assignment.
Your reading and private study will support the lectures and tutorials, help you gain a critical
understanding of key concepts and issues, encourage you to apply them in context, and keep you
informed of current trends in branding and brand management.
The university’s library contains a wide variety of relevant texts, but those in the following list are
particularly recommended for this module. The library shelf reference is in brackets at the end of
each book reference.
Recommended textbooks
Chaffey, D. & Ellis-Chadwick, F., (2012) Digital Marketing: Strategy, Implementation
and Practice, Pearson Education, Harlow
Richardson, N (2010) A Quick Start Guide to Mobile Marketing London: Kogan
Page
Gosnay, R., Carroll, A. and Richardson, N (2010) A Quick Start Guide to Social
Media Marketing London: Kogan Page
5
Additional textbooks
Baines and Fill (2013) Essentials of Marketing. Oxford: Oxford University Press
Chaffey, D. (2011) E-Business and E-Commerce Management London: FT Prentice Hall
Chaffey, D. & Smith, P.R. (2012) E-marketing Excellence: Planning and Optimizing your Digital
Marketing (3rd Ed), Routledge: Oxon
Fill, C. (2013) Marketing Communications: Brands, Experiences and Participation (6th Ed.) London:
Pearson
Gosnay, R. and Richardson, N. (2008) Develop Your Marketing Skills London: Kogan Page
Kotler P., Armstrong, G.,Wong, V. and Saunders, J. (2008). Principles of Marketing (5th European Ed.)
London: FT Prentice Hall
Li, C. and Bernhoff, J. (2011) Groundswell: Winning in a World Transformed by Social Technologies
Boston: Harvard Business Review Press
Piercy, N. F. (2009) Market-Led Strategic Change: Transforming the Process of Going to Market (4th
Ed) Butterworth Heinemann
Qualman, E. (2011) Socialnomics: How Social Media Transforms the Way We Live and Do Business New
Jersey: John Wiley and Sons
Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation London: Kogan Page
Strauss, J & Frost, R. (2011) E-Marketing (6th Ed.) London: Pearson
Academic Journals
The library subscribes to a wide range of academic journals. They are accessible as both printed and
electronic copies and can be searched via online databases. See Library Online, subject index
(business) and also journal index (a-z).
Academic journals contain articles written by lecturers, professors and other academic researchers.
They are usually about recent research that has been conducted, or they discuss and debate
contemporary issues.
The reading of academic journal articles is essential for this module. Each lecture will reference
relevant articles, and you should also do your own research within the academic journal databases.
It is essential, therefore, that you are able to use the databases available through Library Online to
locate articles that discuss particular theories and concepts. If you are not fully conversant with how
to search for academic articles online, talk to the library staff – they are only too willing to help.
There are also leaflets available in the library to help you make the most of the resources available.
6
EBSCO (Business Source Premier) and Emerald are the two online databases which will yield a large
quantity of useful academic journal articles. The following journals contain articles relevant to this
module, but this list is by no means exclusive.
You may also wish to use the Resource section of Library Online and access the Database which has
useful such as Mintel, Marketline Advantage and Brad Insight.
Trade Journals
Trade journals are published for people who work in a particular industry. There are several UK
magazines aimed at the marketing and advertising industries. They provide coverage of current
issues and information about current activities being undertaken by a wide range of organisations.
The UK trade journals listed below are available in the library. They can also be searched online via
Library Online.
Campaign
Brand Republic
Marketing
Marketing Week
Web Content
There is some fantastic, credible content available online – and as this area of marketing is so
dynamic the internet is a great place to go to keep up-to-date!
SmartInsights.com …Share actionable digital marketing advice from our community,
Dr Dave Chaffey and team of expert commentators. Daily updates and advice on what
matters.
blog.hubspot.com …HubSpot’s marketing blog – attracting over 1.4 million readers
monthly – covers everything you need to know to master inbound marketing.
Econsultancy.com/uk …Market research, guides and training on digital marketing.
Includes advice on internet marketing strategy and best practice and a digital
marketing jobs board.
theidm.com/blog/ The Institute of Direct Marketing provides updates and advice on
the main digital marketing platforms
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mmaglobal.com/ The MMA is the premier global non-profit trade association
representing all players in the mobile marketing industry.
ted.com/talks TED Talks on riveting ideas: Technology, Entertainment, Design and so
much more.
techcrunch.com TechCrunch is a group-edited blog about technology start-ups,
particularly the Web 2.0 sector.
engadget.com Engadget is a web magazine with obsessive daily coverage of
everything new in gadgets and consumer electronics.
Mashable.com Mashable covers the top social media news on topics like Facebook,
YouTube, Gmail, Twitter, Amazon, Pinterest and More.
All disabled students requiring additional support or alternative arrangements must declare and
provide evidence of their disability to the Disability and Advice Team as early as possible:
https://www.leedsmet.ac.uk/studenthub/disability-services.htm.
8
4 Assessment
4.1 Assessment Summary
Assessment
Method:
Weighting:
Assessment
date:
Feedback
Method:
Feedback date:
Developing a
Mobile
Application
25%
12th January
2015
Written and
Audio
9th February
2015
Digital Marketing
Plan
75%
12th January
2015
Written and
Audio
9th February
2015
Reassessment
Method:
Weighting:
Assessment
date:
Feedback
Method:
Feedback date:
Developing a
Mobile
Application
25%
2nd April 2015
Written and
Audio
28th April 2015
Digital Marketing
Plan
75%
2nd April 2015
Written and
Audio
28th April 2015
4.2 Assessment Details
Module Title
Digital Marketing
Component 1: Developing a Mobile App
Component 2: Digital Marketing Plan
Individual/Group Individual
Assessment Title
Weighting
Latest Hand in
Date
Component 1: 25%
Component 2: 75%
12noon 12th January 2015
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Learning
Outcomes
Assessed
?
?
?
Be able to critically understand the interactive nature of Web
2.0, particularly social media and consumer generated media
within the marketing mix.
Be able to develop and evaluate a digital marketing plan (or
elements therein) for an organisation.
Be able to critically analyse the role of key digital platforms,
tools and media.
Be able to analyse the digital marketing environment and
develop strategic and tactical recommendations in order to
achieve marketing objectives.
9
Student Instructions for Submission of Coursework
This module requires you to submit your work on-line and also hand in a paper copy of that
work.
You MUST submit your work through the VLE using the link set up by the tutor. Receipt of your
work will be recorded.
Your “Turnitin assignments” in the VLE can be set up so that you can check your assignment
yourself as you submit it. This checking is done by creating an “Originality Report”. If this report
shows that there are some problems with your work, such as un-cited quotations, you should be
able to make corrections and re-submit the work again before the due date.
You MUST ALSO submit a paper copy of the work with a completed Assignment Submission Form
attached. The copy of the work and assignment form should be placed in the relevant assessment
post-box.
Please note: Tutors will follow up any suspected plagiarism and unfair practice found after the
submission date as per University policy. Late penalties will apply as per University regulations.
Particular Instructions to Students:
Please read carefully the assessment and marking criteria overleaf:
PLEASE NOTE – THE ASSESSMENT IS STILL IN PROVISIONAL FORMAT AWAITING SIGN OFF
FROM THE EXTERNAL EXAMINER. IT IS NOT EXPECTED TO CHANGE BUT PLEASE BE AWARE
THERE MAY BE SMALL CHANGES THAT WILL BE COMMUNICATED IMMEDIATELY.
10
Leeds Beckett University
Faculty of Business & Law
Module Title:
Digital Interactive Marketing (H6)
Title of Assessment:
Component 1: Developing a Mobile Application
Component 2: Digital Marketing Plan
Course:
Core: BA (Hons) Marketing
BA (Hons) Marketing & Advertising Management
Other Business Streams
Deadline Date For Submission By Students:
Component 1: Developing a Mobile Application
12 noon 12th January 2015
Component 2: Digital Marketing Plan
12 noon 12th January 2015
Submission Location:
Both Hard Copy…
FBL Level 1 Reception Or Nominated Room
…and Soft Copy…
Turnitin Platform On Xstream
Assessor(s):
Neil Kelley
Anderson Lima
———————————————————————————————————-
There are two assessment components for this module. Each assessment is marked out of 100 and then
contributes 25% and 75% towards the overall module mark. All students must submit for all assessed
components. There are resits for all components should any student not achieve a pass mark in any of
the work.
11
Component 1: Developing a mobile application (25%)
In your role as Digital Marketing Consultant, you have been asked to develop an app in order to
investigate the processes involved in planning, design and production. The app should be designed to
deliver content that is of value to a relevant customer segment determined by yourself.
PART A – Building the app
You are required to:
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design and build an app which delivers value through content marketing for a relevant customer
segment, for ONE of the following subject areas:
o
o
o
o
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bands and/or musicians
outdoor pursuits
studying at University
fashion
submit screen shots of your app.
Number of screen shots: ten maximum
PART B – Briefing Paper
Following the development of the app, you have been asked to produce a briefing paper, which
describes the procedure and activities involved in developing an app, as well as considering the app
as a marketing communications tool.
Produce a briefing paper that:
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?
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describes how the content within the app delivers value for the customer segment
outlines the procedures followed in order to build the app so that it would be accepted by the
mobile platform of your choice (ie, iOS, Android or Windows)
recommends key metrics and techniques that can be used to measure the effectiveness of the
app.
Maximum word count: 1,000 (+/- 10%)
12
Component 2: Digital Marketing Plan (75%)
In your role as a digital marketing consultant you have been asked to develop a digital marketing
plan for a new client of your choosing. The client currently has a UK online presence and is now
looking for practical suggestions as to how they can plan their digital growth in the UK for the next
12 months.
They are looking to acquire new customers to their digital platforms, retain existing digital
customers as well as raising awareness of their product. They have asked you, as a digital marketing
consultant, to produce a digital marketing plan that will provide justified recommendations as to
how they can achieve this.
You should produce a digital marketing plan that considers the potential contribution of digital
marketing concepts and activities to the future success of the organization and their digital presence
in the UK. The digital marketing plan and report are to be presented in a format appropriate for the
Marketing Director. You may select one company, brand and/or product from to focus your digital
marketing plan upon…
Bagel Nash is a British chain of bagel fast
food restaurants. They were founded in 1987
in Leeds, West Yorkshire. The company run 14 coffee
shop/bagel bars: six in Leeds, one in
Huddersfield, Derby, Nottingham and Hull, and two
in Manchester and York. They wish to develop a digital
marketing plan for their fast food chain.
Simon on the Streets offers street-based support for
those in need. Their team work across Leeds,
Huddersfield and Bradford providing front-line
emotional and practical support for those who need it.
Their role in the community is to offer individual
support to those who are homeless; at risk of becoming
homeless; those with behavioural and mental health
issues; and those who are struggling with an addiction.
Nutella is the brand name of a hazelnut chocolate
spread. Manufactured by the Italian company Ferrero, it
was introduced to the market in 1964. From Australia
to the United States, Nutella is enjoyed at breakfast
everywhere. Its success has endured more than 40
years and has spread to over 150 countries around the
world.
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Polaroid is best known for being a camera company but
it has been dabbling in mobile devices, even a
smartwatch, of late. Its Socialmatic camera takes it back
to its photography roots but with a very peculiar twist:
this Android-powered camera lets you print out photos
on the spot. At a touch of a button, you can instantly
print out a 2×3-inch full-color sticker-based photo.
14
Assignment: Digital Marketing Plan (75% of module mark)
Produce an individually written digital marketing plan of 3,500 words (+/- 10% excluding
bibliography and appendices) that adheres to ALL of the requirements of this assignment brief
within the context of your chosen organisation.
Appendix
Context Analysis
An overview of the key external and internal environmental factors relevant to digital marketing
and your chosen organisation.
Please Note: This section should be no more than four pages in length and submitted as an
appendix.
Plan
Summary of Context Analysis
The key findings from your context analysis should be presented here.
Digital Marketing Objectives
Linked to the key findings your objectives should provide the direction for the plan.
Digital Strategy
Recommendation of the appropriate strategy to achieve objectives.
Digital Marketing Mix
The recommendation and justification of a coordinated digital marketing mix (tactics) to achieve
the strategy and objectives.
Implementation Plan
A 6 month plan detailing when the tactics will be employed and a realistic budget outlining how
much they will cost.
Control and Measurement
A set of recommended metrics/measures so that the performance of the plan can be assessed.
Please note: This plan is being produced for Senior Management and therefore the use of business
language and a relevant structure is vital.
Maximum word count: 3,500 (+/- 10%) not including appendices and bibliography.
15
Course Title:
BA Marketing, BA Marketing and Advertising Management, PR, Business and Management courses.
Module Title:
Digital Marketing
Level:
6
Assessment Title:
Component 1: Developing a Mobile Application
Weighted:
25%
Criteria and Weighting
100-70
69-60
59-50
49-40
39-30
29-15
14-0
App design (35%):
The app and its
purpose are well
defined through
its content, clearly
linked to context
and audience, and
show creativity
and insight.
The app and its
purpose are
defined through
its content, clearly
linked to context
and audience, and
there is some
simplistic
creativity and
insight.
The app and its
purpose has some
definition through
content, there are
some links to
context and
audience, but little
creativity and
insight.
The app and its
purpose has
some basic
definition
through content,
with limited link
to context and
audience, and
limited creativity
and insight.
The app and its
purpose is not
clear and not
linked to its
content or
audience, with
no relevant
creativity and
insight.
The app
struggles to
demonstrate its
purpose through
its content and
offers no
relevance to the
audience, with
no creativity and
insight.
The app fails to
demonstrate its
purpose through
its content and
there is no
consideration of
audience, and
there is evidence
of creativity or
insight.
The values
described are
highly relevant,
linked to context
and linked to the
customer
segment,
contemporary
insight and
relevant
theoretical
The values
described are
relevant, have
some
contextualisation
and are linked to
the customer
segment.,
contemporary
insight and
relevant
The values are
considered in
context and there
are some links to
the customer
segment, context
and relevant
theoretical
frameworks and
concepts.
The values are
considered in
context and
there are some
basic links to the
customer
segment, context
and relevant
theoretical
frameworks and
The values
described are
minimal, lack
relevance and
there is no
evidence of any
relevant
theory.
The described
values are poor,
irrelevant and
there is no
evidence of any
relevant theory.
The focus on
values and a
customer segment
are omitted, or
contain serious
flaws and errors.
Design and build an app
which delivers value
through content for a
relevant customer
segment
Mark Range
Description of value
(20%):
Description as to how
the content within the
app delivers value to the
chosen customer
segment
16
frameworks and
concepts.
theoretical
frameworks and
concepts.
concepts.
Mark Range
Outline of procedures
(20%):
Outline of the
procedures
followed for
Outline the procedures
development and
followed in order to
publishing are
develop and build the
clear,
app so that it is accepted demonstrate
by the mobile platform.
focused relevance,
contemporary
insight and
theoretical
consideration.
Outline of the
procedures
followed for
development and
publishing are
clear and well
defined, relate the
context, and show
some creativity
and insight.
Outline of the
procedures
followed for
development and
publishing are
defined and
stated, and relate
to the context.
Outline of the
procedures
followed for
development
and publishing
lack detail but
evidence some
link with the
context.
Outline of the
procedures
followed for
development
and publishing
are minimal,
lack focus or
are omitted.
Outline of the
procedures
followed for
development
and publishing
are poor, lack
any focus or are
omitted.
Outline of the
procedures
followed for
development and
publishing are
omitted, or contain
serious flaws and
errors.
Recommendations
for measurement
are clear and well
defined, relate
directly to the
review and
analysis, and show
some creativity
Recommendations
for measurement
are defined and
stated, and relate
to the review and
analysis.
Recommendatio
ns for
measurement
lack detail but
evidence some
link with the
review and
analysis.
Recommendati
ons for
measurement
are minimal,
lack focus or
are omitted.
Recommendatio
ns for
measurement
are poor, lack
focus on relevant
theory and
practice.
Recommendations
for measurement
are omitted, or
contain serious
flaws and errors.
Mark Range
Recommendations for
Measurement (20%)
Recommendations for
key metrics and
techniques that can be
used to measure the
effectiveness of the app.
Recommendations
for measurement
intelligently link
to the content of
the app and the
audience,
demonstrating
excellent
relevance,
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contemporary
insight and
theoretical
justification.
and insight.
Presentation and
writing is of a high
standard with
correct
referencing and
very effective use
of appendices.
Presentation and
writing is of a
good standard
with correct
referencing and
effective use of
appendices.
Mark Range
Plan writing and
presentation (5%):
Format, structure and
presentation of a
briefing paper that is
free of spelling,
grammar and
punctuation errors.
Apply the rules of
Harvard Referencing
correctly. Use
appendices effectively
Presentation and
writing is of a
reasonable
standard with
adequate
referencing and
use of appendices.
Presentation and
writing is of a
basic standard.
Referencing has
been attempted
but is inaccurate.
Presentation
and writing is
weak with
inadequate
referencing
Presentation and
writing is poor
with issues in
relation to
referencing
Presentation and
writing is very
poor. Referencing
is omitted or
contains serious
errors and
omissions.
Mark Range
18
Course Title:
BA Marketing, BA Marketing and Advertising Management, PR, Business and Management courses.
Module Title:
Digital Marketing
Level:
6
Assessment Title:
Component 2: Digital Marketing Plan
Weighted:
75%
Criteria and Weighting
100-70
69-60
59-50
49-40
39-30
29-15
14-0
Introduction (5%):
Explanation
intelligently
summarises the
rationale behind
the issue or
opportunity in
context.
Explanation
summarises the
rationale behind
the issue or
opportunity in
context.
Explanation offers
some relevant
summary of the
rationale behind
the issue or
opportunity in
context.
Explanation
offers a basic
summary of the
rationale behind
the issue or
opportunity in
context.
Explanation
fails to clearly
summarise the
rationale
behind the
issue or
opportunity in
context.
Explanation fails
to summarise
the rationale
behind the issue
or the
opportunity.
Explanation fails
to offer any
rationale behind
the issue or
opportunity in
context.
Findings are
highly relevant,
linked to context
and linked to
contemporary
insight and
relevant
theoretical
frameworks and
concepts.
Findings are
relevant, have
some
contextualisation
and are linked to
contemporary
insight and
relevant
theoretical
frameworks and
concepts.
Findings are
considered in
context and there
are some links to
context and
relevant
theoretical
frameworks and
concepts.
Findings are
considered in
context and
there are some
links to context
and relevant
theoretical
frameworks and
concepts.
Identified key
findings are
minimal, lack
relevance and
there is no
evidence of any
relevant
theory.
Identified
findings are
poor, irrelevant
and there is no
evidence of any
relevant theory.
Findings and
analysis are
omitted, or contain
serious flaws and
errors.
Provide a suitable
explanation of the issue
or opportunity
presented with
reference to your
chosen organisation.
Mark Range
Findings and analysis
(30%):
Overview of the key
findings from the
context analysis (Macro,
Micro and Internal)
provided in the
appendices. Use
secondary data from
reliable sources.
19
Mark Range
Outline of potential
objectives, strategy,
tactics,
implementation and
control (60%):
Relevant
recommendations for
objectives, strategy,
tactics, implementing,
budgeting and
controlling within the
DIM plan for the next 612months.
Outline of the
potential plan for
objectives,
strategy and
tactics
intelligently
follow on from the
context and
demonstrate
excellent
relevance,
contemporary
insight and
theoretical
justification.
Outline of the
potential plan for
objectives,
strategy and
tactics are clear
and well defined,
relate the context,
and show some
creativity and
insight.
Outline of the
potential plan for
objectives,
strategy and
tactics are defined
and stated, and
relate to the
context.
Outline of the
potential plan
for objectives,
strategy and
tactics lack detail
but evidence
some link with
the context.
Outline of the
potential plan
for objectives,
strategy and
tactics are
minimal, lack
focus or are
omitted.
Outline of the
potential plan
for objectives,
strategy and
tactics are poor,
lack any focus or
are omitted.
Outline of the
potential plan for
objectives,
strategy and
tactics are omitted,
or contain serious
flaws and errors.
Presentation and
writing is of a high
standard with
correct
referencing and
very effective use
of appendices.
Presentation and
writing is of a
good standard
with correct
referencing and
effective use of
appendices.
Presentation and
writing is of a
reasonable
standard with
adequate
referencing and
use of appendices.
Presentation and
writing is of a
basic standard.
Referencing has
been attempted
but is inaccurate.
Presentation
and writing is
weak with
inadequate
referencing
Presentation and
writing is poor
with issues in
relation to
referencing
Presentation and
writing is very
poor. Referencing
is omitted or
contains serious
errors and
omissions.
Mark Range
Plan writing and
presentation (5%):
Format, structure and
present a DIM plan that
is free of spelling,
grammar and
punctuation errors.
Apply the rules of
Harvard Referencing
correctly. Use
20
appendices effectively
Mark Range
21
4.3 Feedback
A mid module review will be timetabled into your module by Week 7. This is an
opportunity to iron out modular issues rapidly early on in the module. In addition, you
will have the opportunity to feed back formally at the end of your module. These
comments will be reviewed by your course leader and course team and some may be
considered at your annual course enhancement meeting. Your Student Representative
will attend this and take your views to this meeting for discussion.
FEEDBACK
Date feedback will
be available:
Mobile App: 4 working weeks after submission
(9th February 2015)
Digital Marketing Plan: 4 working weeks after submission
(9th February 2015)
Date provisional
mark will be
available:
Mobile App: 4 working weeks after submission
(9th February 2015)
Digital Marketing Plan: 4 working weeks after submission
(9th February 2015)
How provisional
marks will be
returned to you:
Mobile App: via MyBeckett
Date individual
feedback will be
available:
Mobile App: 4 working weeks after submission
Digital Marketing Plan: via MyBeckett
(9th February 2015)
Digital Marketing Plan: 4 working weeks after submission
(9th February 2015)
How individual
feedback will be
returned to you:
Mobile App: written on assessed assignment, which is
available to collect from Course Admin office or via Turnitin
audio feedback which can be accessed online (tutor
dependent).
Digital Marketing Plan: written on assessed assignment,
which is available to collect from Course Admin office or via
Turnitin audio feedback which can be accessed online (tutor
dependent).
22
5 Understanding Your Assessment Responsibilities
Mitigation and Extenuating Circumstances
If you are experiencing problems which are adversely affecting your ability to study
(called ‘extenuating circumstances’), then you can apply for mitigation. You can find full
details of how to apply for mitigation at:
http://www.leedsmet.ac.uk/studenthub/mitigation.htm.
The University operates a fit to sit / fit to submit approach to extenuating circumstances
which means students who take their assessment are declaring themselves fit to do so.
Late Submission
Without any form of extenuating circumstances, standard penalties apply for late
submission of assessed work. These range from 5% to 100% of the possible total mark,
depending on the number of days late. Full details (section C1.5.7) of the penalties for
late submission of course work are available at
http://www.leedsmet.ac.uk/about/academic-regulations.htm (see C1).
Cheating, Plagiarism and Other Forms of Unfair Practice
Academic misconduct occurs when you yourself have not done the work that you
submit. It may include cheating, plagiarism, self-plagiarism, collusion and other forms of
unfair practice. What is and what is not permitted is clearly explained in The Little Book
of Cheating, Plagiarism and Unfair Practice which is available to view at:
http://www.leedsmet.ac.uk/studenthub/plagiarism.htm.
The serious consequences of plagiarism and other types of unfair practice are detailed
in section C9 of the Academic Regulations at
http://www.leedsmet.ac.uk/about/academic-regulations.htm.
23
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