BHO0257: Digital and Social Media Marketing
| Learning Outcomes |
| This assessment task addresses the following learning outcomes from the module specification 4. Critically research and assess opportunities for the application of digital and social media marketing practices within specific markets 5. Create and apply detailed, actionable e-marketing plans 6. Identify and manage information, web analytics, systems and process requirements for successful integrated, customer-focused e-marketing management 7. Apply quantitative techniques to analyse marketing data |
| Assessment brief |
| Based on the strategy you developed in the individual essay assessment for Ecoforest, you should now focus on presenting your digital marketing campaign objectives and action plan for the email, website (including SEO), and social media marketing. Your individual portfolio provides details of the following: · SMART objectives that are channel specific (i.e. email, website, social media marketing) (20%) · Action plan (includes recommendations and justifications for prototypes for implementing the digital marketing campaign including: email, website design, SEO, and social media advertisements and/or posts) (50%) · Evaluation (20%) You will be required to develop a fully functioning website prototype which includes as a minimum 5 pages (you could use Wix, WordPress.com or Edublogs). You will need to include a wire frame (you could use Marvel) to provide a navigational outline showing the planning process for your website prototype. Assessment preparation Your individual portfolio will be preferred in the form of the website using any free program such as Wix, WordPress.com, or Edublogs. Your portfolio should include pages on: · SMART objectives (approx. 600 words) · Action plan (approx. 1500 words) · Evaluation (approx. 600 words) · Appendix · Website prototype for case scenario company Case scenario: |
| EcoForest Leisure is based in the heart of the Peak District, UK; having opened at the start of this year following an intensive refurbishment project of agricultural buildings set within 200 acres of parkland. The company offers luxury weekend and short term wellness breaks and consider themselves to be offer ‘wellness with a difference’ and facilities include a state-of-the-art fitness suite, a hydrotherapy pool in addition to a wide range of therapies, treatments and classes (popular classes include Yoga, Pilates, Bikram Yoga, Barre, and Mindfulness). The intention is to also host corporate wellbeing events and a variety of retreats. EcoForest Leisure does not currently have a website and they mainly rely on traditional print media (newspapers and magazine advertisements) and word-of-mouth communications to attract customers. Managers recognise that a digital presence is essential to develop the customer base and expand their business. EcoForest Leisure need your help to complete a marketing audit propose a digital marketing strategy that aims to develop an online presence for the company. |
| You are advised to: |
| · Avoid description of the content of material referred to – critical evaluation is required where specified. · Work should be referenced in APA 6th style. The link below is to the library guidance on referencing and it is recommended you use these resources to ensure your references are in the correct format. · http://www.hud.ac.uk/library/finding-info/informationskills/evaluation/referencing/ · Read widely from textbooks, journals and authoritative commentaries in forming your views. · Refer back to your tutorial work and notes where you have covered key issues and developed critical argument that is relevant to the requirement of this assessment. · Pay close attention to the Assessment Criteria at the end of this document – this lists general assessment criteria and specific criteria to the requirements of this assignment. These criteria will be used to inform your electronic feedback on your marked assignment. · Use the University Referencing guide which is APA 6th. Note that poorly referenced material will lose you marks (make sure you consult the Learning Development Group Tutors on level 1 of the Business School for any additional help needed). You can access APA 6th via Brightspace by clicking on the Library button to access the easy to use online guide. · Do not exceed the word limit. A 5% mark penalty applies for work exceeding the word limit. |
| Marking criteria |
| 1. Please refer to the assessment task-specific criteria in Appendix 1. These show you the issues that will guide your tutors in marking your work. You are encouraged to use these at all stages of preparing your work. Please remember that the marking process involves academic judgement and interpretation within the marking criteria. 2. In addition to the assessment task-specific criteria, generic assessment criteria are attached in Appendix 1 & 2. 3. The Learning Development Group are available to help you to understand and use the assessment criteria. To book an appointment, either visit them on The Street in the Charles Sikes Building or email them on busstudenthub@hud.ac.uk 4. The University has regulations relating to academic misconduct, including plagiarism. The Learning Development Group can also advise and help you about academic conventions and avoiding ‘poor scholarship’ which can result in potential academic misconduct. |
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