Digital Marketing Portfolio (316MKT) – JULY INTAKE 2021Assignment Brief Assignment Name:CW1 Final ProjectAssignment Weightage:100%Submission Date & Time:25th October 2021 (2359 hours)Submission Platform:Upload to Blackboard TurnitinFile Format:Word Doc or PDF onlyModuleCode_Name_StudentIDExample:316MKT_Alfred_Tan_123ABC78.pdfWord Limit:5,000 words Assignment Information1. Collect and critically review relevant academic and practitioner literature, materials, assets, and artefactsto inform the development of a digital marketing portfolio.2. Create and manage a digital portfolio comprising a range of digital marketing activities and artefacts (e.g.website design and development, content management, integration of several social media platforms, outlinestrategic digital marketing plan, digital marketing artefacts).3. Critically assess the portfolio of digital marketing activities and artefacts.This is an INDIVIDUAL assignment.Chapter 1: Digital Marketing & Communications Portfolio Plan (3,000 words)Introduction: provide a rationale for your project; introduce your chosen industry/market context,organisation/company; explain your marketing/communications challenge and focus.The recommended campaign period is between 3 – 6 months.Review: collect and critically review relevant academic and practitioner literature, materials, assets andartefacts to inform the development of a digital marketing portfolio with appropriate illustrative appendices.Select the key contemporary marketing theory(ies) or framework(s) that will underpin your plan and portfolio,and explain how they will be applied.Plan: using a digital marketing and communications planning framework of your choice, create a digitalmarketing and communications plan designed to achieve specific digital marketing objectives for yourchosen organisation/company. The plan must be appropriate to the context in your introduction, and the selectedmarketing theory(ies) or framework(s) must be used explicitly to underpin aspects of the plan/portfolio.Chapter 2: Digital Marketing Artefacts (500 words equivalent)Produce a minimum of three (3) distinct sets of artefacts to support the planned digital marketing andcommunications objectives and strategy. These artefacts are essentially visual mock-ups illustrate yourcampaign ideas. Each set may be segregated either by selected channels or target audience groups (to bediscussed and finalised during the tutorial sessions).Pay close attention to the curation of any copywriting and/or marketing taglines, the selection of appropriateimagery, the alignment of colours and logos to the chosen company’s existing branding guidelines.Chapter 3: Artefacts Justification (1,500 words)Explain and justify how each artefact will play an effective role within the digital marketing and communicationsplan, contribute to objectives and KPIs, and link with your selected underpinning theory(ies) or framework(s).Chapter 4: List of ReferencesCoventry University Group began the switch from the Coventry University Guide to Referencing in HarvardStyle to the APA 7th edition style of referencing.Moving ahead, all students must use the CU approved APA Style both in-text citations and referencing.It is recommended to have a minimum of 10 good quality referencing and appropriate academic sources.Students should avoid sources such as Wikipedia, magazines and personal blogs etc.Refer to:CU Library Guide – Referencing in APA Style: How to Referencehttps://libguides.coventry.ac.uk/apa/howtoCoventry University APA Referencing Quick Guide (7th Edition)https://libguides.coventry.ac.uk/ld.php?content_id=33184133Grading GuidelinesThe word limit is 5,000 words (proportioned as stated in the above brief).The word limit includes quotations and citations, but excludes the references list.There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding theword limit by 10% or more.In order to gain a good pass for this assignment at this level students are expected to pay attention to thefollowing generic grading criteria. GENERIC GRADING CRITERIAClassMark rangeGuidelinesClass I90 – 100%In addition to that for 70 – 79% below, an outstanding answer thatcould hardly be bettered. High degree of understanding,critical/analytic skills and original research, wherespecified. Outstanding in all respects.80 – 89%In addition to that for 70 – 79% below, the answer willdemonstrate an excellent level of understanding, presence ofclear description, critical/analytical skills or research, asappropriate.70 – 79%Answer entirely relevant to the assignment set. Answer willdemonstrate clear understanding of theories, concepts, issuesand methodology, as appropriate. There will be evidence of wideranging reading and/or research, as appropriate, beyond theminimum recommended. Answers will be written/presented in aclear, well-structured way with clarity of expression. At level 3,evidence of independent, critical thought would normally beexpected.Class II : I65 – 69%Answer demonstrating a very good understanding of therequirements of the assignment. Answer will demonstrate verygood understanding of theories, concepts, issues andmethodology, as appropriate. Answer will be mostlyaccurate/appropriate, with few errors. Little, if any, irrelevantmaterial may be present. Reading beyond the recommendedminimum will be present where appropriate. Well organised andclearly written/presented. 60 – 64%A good understanding, with few errors. Some irrelevant materialmay be present. Well organised and clearly written/presented.Some reading/research beyond recommended in evidence.Class II : II55 – 59%Answer demonstrating a good understanding of relevant theories,concepts, issues and methodology. Some reading/researchbeyond that recommended may be present. Some errors may bepresent and inclusion of irrelevant material. May not be particularlywell-structured, and/or clearly presented.Answer demonstrating a reasonable understanding of theories,50 – 54%concepts, issues and methodology. Answer likely to show someerrors of understanding. May be significant amount of irrelevantmaterial. May not be well-structured and expression/presentationmay be unclear at times.ClassMark rangeGuidelinesClass III45 – 49%An understanding demonstrated, but may be incomplete and withsome errors. Limited use of material with limited reading/researchon the topic. Likely to be poorly structured and not wellexpressed/presented. Irrelevant material likely to be present.Basic understanding demonstrated, with some correct description.40 – 44%Answer likely to be incomplete with substantial errors ormisunderstandings. Little use of material and limitedreading/research on the topic in evidence. May be poorlystructured and poorly expressed/presented. Some material maybe irrelevant to the assignment requirements.Fail35 – 39%Some relevant material will be present. Understanding will be poorwith little evidence of reading/research on the topic. Fundamentalerrors and misunderstanding likely to be present. Poor structureand poor expression/presentation. Much material may not berelevant to the assignment.Fail30 – 34%Inadequate answer with little relevant material and poorunderstanding of theories, concepts, issues and methodology, asappropriate. Fundamental errors and misunderstandings will bepresent. Material may be largely irrelevant. Poorly structured andpoorly expressed/presented.20 – 29%Clear failure to provide answer to the assignment. Littleunderstanding and only a vague knowledge of the area. Seriousand fundamental errors and lack of understanding. Virtually noevidence of relevant reading/research. Poorly structured andinadequately expressed/presented.0–19%Complete failure, virtually no understanding of requirements of theassignment. Material may be entirely irrelevant. Answer may beextremely short, and in note form only. Answer may befundamentally wrong, or trivial. Not a serious attempt.
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