ASSESSMENT BRIEF
BUS9030 Digital Marketing for Global Impact
Assessment 1 Digital Marketing Startegy Development Report
| Assessment Description | Digital Marketing Startegy Development Report |
| Individual/Group | Individual |
| Ex Length | Individual Report – 2000-2500 words excluding appendices and references |
| Subject Learning Outcomes | a, b, d |
| Week Due | Week 6 |
| Weighting | 40% |
| Total Marks | 100 |
| Use of Generative Artificial Intelligence (Gen AI) | Allowed (OTHER – See details) |
Overview of the assessment task
This assessment asks you to build a digital marketing strategy for a chosen company. Develop a report in detail outlining the process of formulating a strategy, involving the situation analysis, competitor analysis, and specification of the specific objectives of the strategy.
Assessment instructions
Digital marketing strategy should provide consistent direction for an organisation’s online marketing activities and channel integration. Choose a company that has a substantial online presence or is looking to expand its digital footprint. For this assessment you need to devise a digital marketing strategy based on a situation analysis, competitive landscape and the company's unique brand positioning and business objectives.
Your report should include the following:
For this assignment, you are required to conduct comprehensive research and support your findings with at least ten references, cited according to APA guidelines. Upon completion of your report, you will present it in Week 7 in the form of an Ignite presentation. For detailed instructions on the Ignite presentation format, please refer to the Assessment 2 brief.
This assessment should incorporate APA 7th referencing style. For support on how to reference see the AIHE Learning Support Hub on canvas for further information.
Use of GenAI is allowed:
AI can be utilized for research tasks but should not be employed to create content. Such research could encompass examining the company's current online presence, analyzing competitors, and understanding how to construct a digital SWOT to aid in the development of your work.
This assessment allows the responsible and ethical use of generative artificial intelligence (GenAI) tools to assist with preparation. However, students must ensure that their final submission represents their own critical thinking, analysis, and synthesis of information. Any content generated by GenAI must be carefully evaluated for accuracy, appropriately acknowledged, and properly referenced. Students are required to declare the use of GenAI on the assignment cover page. Any submission that includes content created by unauthorised use of artificial intelligence tools is a breach of academic integrity.
Marking Criteria
Please refer to the attached rubric for marking criteria and standards of performance. Constructive feedback will be provided within a timely manner in accordance with AIHE Assessment Procedure.
This assessment is not redeemable unless otherwise specified.
Limits for Assessments
Written submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Time limits for in-person or video presentations that exceed the allocated time limit by more than 10% will cease to be marked from the point at which that limit is exceeded, and Lecturers may ask students to cease their presentation.
Assessment Variation and Special Consideration
Students may be eligible for a variation to assessment arrangements when unexpected or extenuating circumstances impact on their performance or their ability to complete their assessment tasks by or on the specified date. Students must complete the Application toVary Assessment with evidence.
Students with identified, special or specific needs may apply for variations to assessment in the subject. Students are required to contact the Student Support Officer or Student Learning Advisor to discuss their specific needs.
Late assignment submission penalties
An assessment task is late for submission when it is not submitted by the due date and time as indicated on CANVAS, or by an agreed extension date and time as confirmed by the subject lecturer.
Late assessment tasks will be penalised at the rate of 10% per calendar day (i.e. 24 hours or part thereof) and receive an additional 10% reduction for each day late. Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty. Assignments submitted more than 5 days late will receive 0.
For further detail see: AIHE Assessment Procedure.
Rubric: Individual report on Digital Marketing Startegy Development
| CRITERIA | Not Sufficient (F) 0 - 49 | Pass Level (P) 50 - 64 | Credit Level(C) 65 - 74 | Distinction Level (D) 75 - 84 | High Distinction Level (HD) 85 - 100 |
Depth of the situation analysis and articulation of objectives of the strategy 20% | The situation analysis is cursory, with little to no meaningful insights into the company's situation. Objectives are either not articulated or not aligned with the strategy, showing a lack of understanding and critical analysis | The situation analysis is somewhat superficial and lacks depth in understanding the company's context. The objectives are stated but are vague and notwell-connected to the situation analysis. There is room for more detailed and analytical thinking. | The situation analysis covers basic factors with a satisfactory level of detail. The objectives of the strategy are articulated but may lack some specificity or insight. The connection between analysis and objectives is present but not fully developed. | The situation analysis is comprehensive, with a clear explanation of the factors influencing the company's digital marketing environment. The objectives are well-defined and articulated with a clear connection to the analysis provided. Minor details may be missing, but the overall quality is strong. | The situation analysis is exceptionally thorough and insightful, providing a deep understanding of the internal and external factors affecting the company. The objectives of the strategy are clearly defined, specific, measurable, achievable, relevant, and time-bound (SMART), and are expertly articulated, demonstrating a high level of critical thinking and strategic insight. |
| Strategy formulation 30% | The strategy is poorly formulated, with little to no alignment with digitalmarketing principles or the company's objectives. It lacks coherence, shows a misunderstanding of the strategic process, and fails to provide a clear direction for the company's digital marketing efforts. | The strategy formulation shows an attempt to align with digital marketing principles but is lacking in creativity or depth. It may be somewhat generic, not fully tailored to the company's specific needs, or missing critical elements that would make it effective. | The strategy is adequately formulated with a reasonable selection of channels and tactics. The strategy shows an understanding of the basic requirements but lacks depth in areas and may not fully capitalize on the company's potential or address its objectives completely. | The strategy is well- developed and demonstrates a good grasp of digital marketing concepts. It shows clear thought into channel and tactic selection and aligns well with the company's goals. Theremay be minor areas for improvement, but the overall strategy is solid and well- justified. | The strategy is exceptionally well-formulated, showing a sophisticated understanding of digitalmarketing principles. It is comprehensive, innovative, and perfectly aligned with the company's objectives. The formulation includes a clear and strategic selection of target markets, tactics, and activities that demonstrate a high level of insight and critical thinking. |
| Critical thinking and originality 15% | Lacks critical thinking and originality. The report recycles common ideas without any personal insight or analytical depth. There is no evidence of an attempt to approach the topic from an original angle or to engage withthe material in a meaningful way. | Displays limited critical thinking and originality. The analysis is superficial, and the ideas presented are largely derivative, with little evidence of new thought. The work shows a need for a stronger individual perspective and more innovative thinking. | Exhibits an acceptable level of critical thinking and some originality. The work reflects standard analytical skills and presents ideas that are not commonplace but may lack depth. The thinking is mostly based on existing frameworks, with occasional creative insights. | Shows a high level of critical thinking and originality. Ideas are fresh and well-argued, and there is evidence of an ability to think independently and creatively. The work is insightful, and the analysis goes beyond the obvious or conventional. | Demonstrates outstanding levels of critical thinking and originality. The report presents novelideas that are supported by a sophisticated analysis and a deep understanding of the subject matter. The approach is unique and demonstrates a high level of intellectual independence. |
| Clarity and coherence of the content 10% | The content lacks clarity and coherence. The reportis poorly structured, making it difficult to | Clarity and coherence are somewhat lacking. The structure of the report is not | The content is generally clear and has some coherence. The reportfollows an | The report is clear and coherent. There is a strong structure and logical | The content is exceptionally clear and well-structured. The report flows logically from one |
| understand the main points and arguments. The sequence of information is confusing, and the language is not clear, leading to a lack of comprehension of the content. | easy to follow, with several unclear or disjointed sections. Arguments may be presented in an unclear manner, and the language used may be ambiguous at times. | understandable structure, but there may be some jumps in logic or minor confusing passages. Some sections may not be as well integrated, and the language used is adequate but not compelling. | sequence of ideas, with only minor lapses that do not significantly hinder understanding. The language is precise, and the content is well-organized. | section to the next,with each part seamlessly integrating with the whole. Arguments are articulated withprecision, making the content easy to follow and understand. | |
| Report presentation and professionalism 10% | The report's presentation is unprofessional. Formatting is largely ignored, withnumerous errors. The language is informal, containing slang or jargon inappropriate for a professional report. Visual elements are either poorly executed or absent where needed, significantly hindering the report's effectiveness. | The report lacks some aspects of professional presentation. There are noticeable formatting errors, the language used may sometimes be informal, and the overall document may appear unpolished. Visual elements, if present, are of low qualityor detract fromthe content. | The report's presentation is adequate, with a reasonable level of professionalism. There may be some formatting inconsistencies or errors, and the language is generally formal with occasional lapses. Visual elements are used correctly but may not add significant value to the report. | The report is well-presented and demonstrates a high degree of professionalism. There are minimal formatting errors, and the language is mostly formal and well-suited for the purpose. Visual elements are usedeffectively and contribute positively to the document. | The report is presented with outstanding professionalism. The formatting is impeccable, and the document is not only free of errors but also displays an exceptional level of attention to detail. The language used is formal, precise, and appropriate for an academic or professional setting. Visual elements, if any, are of high quality and enhance the clarity of the report. |
| Research depth anduse of references 15% | Exhibits minimal research with few or irrelevant sources. The use of APA style is largely incorrect or neglected, with many errors in citations and referencing. The report lacks the necessary research depth, and references do not adequately support the content. | Reflects a basic level of research with limited sources that may not fully support the report's objectives. The use of APA style has several errors, and citations may be inconsistently applied. | Conducts adequate research with a sufficient number of sources. There are some errors in the application of APA style, but they do not significantlyhinder the overall quality. References are generally used appropriately to support the report's content. | Shows thorough research with a variety of relevant sources. The use of APA style is accurate with only minor errors. References are well-integrated into the report. | Demonstrates exceptional research depth withextensive and relevant sources that enhance the quality of the report. The use of APA style is flawless, withall references correctly cited both in-text and in the reference list. |
APPROVALRECORD & DOCUMENT CONTROL
| APPROVAL | NAME | DATE |
| Subject Developer | Dr. Wasana Jayawickramarathna | 10/01/2024 |
| Original Approval (HoS/Academic Board) | Christa Viljoen | 10/01/2024 |
| VERSION # | KEY CHANGES | DATE |
| 1.0 | Original Development | 10/01/2024 |
| 1.1 | Updated to new template | 22/11/2024 |
| CURRENT UPDATED DOCUMENT LOCATION | ||
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