Digital Marketing LSBM200

FIND A SOLUTION AT Academic Writers Bay

Assessment Brief 2
Digital Marketing
LSBM200
Assessment Brief: LSBM200 – 2020-21 Page 1
Index
1. Module Details 2
2. Assessment Structure 2
3. Assessment 2 Details 2
3.1 Task 2
3.2 Submission requirements 5
4. Learning Outcomes for the assessment 5
Appendix 1: Submission Checklist 6
Appendix 2: Declaration of Authorship 7
Appendix 3: Use of external editorial or proof-reading services 8
Appendix 4 9
Extensions and Mitigating Circumstances 9
Word Limits 9
Assessment Brief: LSBM200 – 2020-21 Page 2
1. Module Details
Module Name:
Digital Marketing
Module Code:
LSBM200
Level
5
Credit Value
30
Module Leader:
Edward Wilson
Academic Year
2020-21
2. Assessment Structure
Item of Assessment
Simulation and Report using SimBound
Weighting
This assessment is worth 80% of the module grade
Presentation 1 deadline
w/c 30 November 2020
Presentation 2 deadline
w/c 14 December 2020
Word Limit
2,500 words
Submission Deadline
Tuesday 5 January 2021, 3pm
Acceptable Formats for
Submission
Microsoft Word
Feedback and
Provisional Grade1
Feedback and provisional grades will normally be due 20
working days after the submission deadline
Presentation Resit period
There is no resit opportunity for the presentation
Resubmission Date
Friday 7 May 2021, 3pm
3. Assessment 2 Details
3.1 Task
As an entrepreneur with a small electronics retail outlet in Bloomsbury, London, I have benefited from
this growing tablet market. However, with the astronomical commercial property rental costs, I cannot
afford to expand my online business. I have hired your digital marketing agency to design and
implement a digital marketing campaign lasting six weeks and with a budget of around £15,000.
Your task is to use that budget to make as much profit online as possible using a range of digital
marketing tools: search engine advertising, email marketing, and landing page development and
optimisation.
The sections below will explain how you can complete this task.
1 The grade is provisional until confirmed by the relevant assessment board(s). Your work will be marked in grades
rather than percentages. This is considered to deliver the most accurate and fair outcomes for students. Each
assessment that you undertake will be assessed using the common grading system. Information about the grading
system can be found in your Student Handbook, Section 10.
The Grade Criteria can be found in Appendix C of your Student Handbook.
Assessment Brief: LSBM200 – 2020-21 Page 3
The Simbound simulation
Simbound is a digital marketing simulation in which your team competes with your peers in a digital
marketing competition to gain the highest scores in a range of metrics, including return on advertising
spend (ROAS), impressions, click-through rate (CTR), conversion and profit. You will gain practical
experience of a range of digital marketing tools, as well as managing a campaign budget of £15,000.
Some of the real-world digital marketing challenges you’ll face are:
Optimal product mix: Your first choice will be what products to sell online. Do you sell all products
available, sell only the top brands, or focus on the market followers? The answer will involve trial and
error, analysis and judgment.
Landing page optimisation: You will learn how to quickly create keyword-targeted landing pages to drive
web traffic. Each landing page will be scored based on the relevance of your keywords, your text and
calls-to-action. You will be able to test the effectiveness of your landing page(s) throughout the game
and implement different tactics to achieve optimal performance.
Keyword research: Learn how to find the best keywords that will drive the most traffic to your website
while also keeping cost per click down to maximise your profit. The keyword research dashboard will
have similarities to the Google Keyword Planner, thus providing another unique real-world experience
through the simulation.
Key performance indicators: Simbound provides a range of metrics that can help improve your digital
marketing effort. But you’ll have learnt what these key performance indicators mean and how to use
them to improve your campaign.
Competitor research: Learn how to perform competitor research on your peers to try and outrank their
ads.
Email marketing: You get real-world experience in writing email copy that drives conversions, while also
learning proper call-to-action key phrases that attract more email signups. Experiment through the
simulation using A/B tests.
Group composition
You will be working in groups of five (5) and you can choose your own team members.
You will also need to name your agency – this will be the first test of your creativity!
How the Simbound game works
Week 6: Before we start the simulation, I will be teaching you the fundamentals of digital marketing in
the lecture. Subsequent classes will address Search Engine Marketing (SEM) (including organic and
paid for search) and search engine optimisation (SEO), email marketing (including A/B testing) and
landing page optimisation.
In the workshop in Week 6, we will enrol and get an overview of the game.
Week 7: We get started! We will play 6 rounds overall. In the workshop we will set up and implement
our Round 1 strategy. Round 1 will end the day before your next workshop (allowing you time to work
on your strategy outside class) and the system-generated results will be available for you to review in
the workshop in Week 8.
Week 8: In the workshop, you will review the analytics from your Round 1 campaign decisions and work
on the strategy and decisions you must take in Round 2. Round 2 will end the day before your next
workshop (allowing you time to work on your strategy outside class) and the system-generated results
will be available for you to review in the workshop in Week 9.
Week 9: In the workshop, you will review the analytics from Rounds 1 and 2 and work on the strategy
and decisions you must take in Round 3. Round 3 will end the day before your next workshop (allowing
Assessment Brief: LSBM200 – 2020-21 Page 4
you time to work on your strategy outside class) and the system-generated results will be available for
you to review in the workshop in Week 10.
Week 10: For week 10’s workshop, you should prepare a 10-minute Progress Report Presentation on
your results from Rounds 1-3. The presentation should discuss what has worked so far and your plans
for the remaining rounds. The presentation is worth 15% of your AS2 grade: 5% for the quality of the
slides and insight; 5% for group dynamics and 5% for individual contribution. All the group members
must attend and take part in the presentation.
In the remainder of the workshop you will work on your Round 4 strategies. Round 4 will end on the day
before your next workshop (allowing you time to work on your strategy outside class) and the systemgenerated results will be available for you to review in the workshop in Week 11.
Week 11: In the workshop you will review the analytics from your Round 1-4 campaign decisions, and
work on the strategy and decisions you must take in Round 5. Round 5 will end at 6pm and the results
will be available by 8pm.
The final round (Round 6) will end on Monday of Week 12 at 5pm.
Week 12: For Week 12’s workshop, you should prepare a 10-minute Progress Report Presentation on
your results from Rounds 1-6. The presentation should cover:
• what has worked so far,
• what you would change if you had more rounds
This presentation is worth 15% (5% for the quality of the slides and reflection; 5% for group dynamics
and 5% for individual contribution) of this assignment.
All the group members must attend and take part in the presentation.
How to complete this overall task
• Your group’s success in the Simbound game will be assessed by system-generated
metrics including return on advertising spend (ROAS), cost per acquisition (CPA), Profit
and effective use of available budget.
• Two progress reports (group presentations) delivered in Weeks 10 and 12 (10 minutes
group presentation in each)
• A 2,500-word individual report on a digital marketing element covered in the game. Your
report should be one of the following topics:
o Search engine marketing
o Social media marketing
o The use of analytics in digital marketing
o Email marketing, including A/B marketing
o Other relevant topics can be studied in agreement with your tutor
Assessment Brief: LSBM200 – 2020-21 Page 5
Structure of the report:
• Introduction to the topic
• Survey of current practice using industry examples and your own experience of the
Simbound game to illustrate your answer.
• Conclusion and a set of recommendations for effective implementation of the digital
marketing element you chose.
Additional Guidance
• This assignment should be submitted as a Microsoft Word file
• This assignment is worth 80% of the module grade
• The word limit for this assessment is 2,500 words
3.2 Submission requirements
You must submit your assignment by using the Turnitin gateway in the module’s Canvas site.
Please Note: When you submit you will be asked to confirm you have referred to the Submission
Checklist (see Appendix 1) and the act of submitting your work electronically will be taken as an
acceptance of the Declaration of Authorship (see Appendix 2).
4. Learning Outcomes for the assessment
This item of assessment covers the following learning outcomes. For the full list of learning outcomes
for the module, please refer to the Module Study Guide.
• Understand the digital landscape and explain how it differs from traditional marketing
management.
• Understand and explain the technology, tools and techniques utilised in the changing
digital marketing environment including the drivers of consumers’ online behaviour.
• Identify and evaluate the evolving role of digital marketing within an organisation.
• Explain the technology and management of data and analytics that drive digital
marketing and underpin its success.
• Plan, implement and control a digital marketing campaign making use of frameworks,
tools and techniques current in the industry, with the aid of simulation software, and
evaluate the effectiveness of the campaign.
• Explain the facets of the digital consumer and the research tools that enable such an
explanation.
• Explain and analyse the principles of web design, website management and usability
and their role in the success of digital marketing initiatives.
• Identify and evaluate the legal and ethical issues surrounding the capture, storage and
use of customer data in a digital marketing context.
• Work collaboratively to develop and implement a problem solving project.
• Communicate (orally & in writing) concepts based on quantitative data.
Assessment Brief: LSBM200 – 2020-21 Page 6
Appendix 1: Submission Checklist
1. Have you checked Canvas messages/announcements for any additional/final details of the
assessment?
2. Are you submitting in the correct submission area e.g. if it is a resubmission of your
second assignment it should be ‘AS2R’?
3. Make sure you are submitting the correct final version of your work.
4. Have you kept to the word limit? Remember, anything greater than 10% above the word
count will not be marked.
5. Have you addressed the assessment requirements as outlined in the Assessment Brief?
6. Have you spell checked and proofread your work?
7. Is your work formatted correctly and consistently?
8. Are you submitting a document in the correct format?
9. Is your work written in an appropriate academic style?
10. Have you checked your citations and Reference List/Bibliography?
11. Have you submitted your work to get a similarity report to check you have paraphrased where
required?
12. Have you read the Declaration of Authorship (Appendix 2)?
Assessment Brief: LSBM200 – 2020-21 Page 7
Appendix 2: Declaration of Authorship
By submitting this work electronically to Bloomsbury Institute and the University of Northampton, I/we confirm that
I/we have read and understood the Declaration and Definitions below:
Declaration of Authorship:
1. I hold a copy of this assignment which can be produced if the original is lost/damaged.
2. This assignment is my original work and no part of it has been copied from any other student’s work or
from any other source except where due acknowledgement is made.
3. No part of this assignment has been written for me by any other person except where such collaboration
has been authorised and as detailed in the Assessment Brief.
4. I have not previously submitted this work for any other course/module.
5. Where applicable, I have included a declaration confirming external editorial or proof-reading services
(see Appendix 3).
Definitions
I/we understand that:
1. Plagiarism is the presentation of the work, idea or creation of another person as though it is one’s own.
It is a form of cheating and is a serious academic offence which may lead to expulsion. Plagiarised
material can be drawn from, and presented in, written, graphic and visual form, including electronic data,
and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.
2. Collusion is working with someone else on an assessment task which is intended to be wholly your own
work.
3. Contract cheating/Commissioning is where you contract out an academic assessment to writers and
purchase back the finished work and submit it as your own.
4. Duplication/Replication is submitting the same material more than once for the purposes of obtaining
academic credit.
5. Fabrication refers specifically to the falsification of data, information or citations in an academic exercise,
typically an assignment. This includes false excuses for missing deadlines and false claims to have
submitted work. It may be specifically referred to as falsification.
6. My completed assignment is submitted and checked for plagiarism through the use of plagiarism detection
software called Turnitin.
Please note: Submitting work which is not your own and/or cheating in exams can be considered as fraud2 and
handled in accordance with the University of Northampton’s Academic Integrity and Misconduct Policy. Penalties
can include:
• Reduction in grade for assignment.
• Grade for module reduced to AG [fail for academic misconduct] and right to repeat module
withdrawn.
• Termination from studies.
Further information on plagiarism can be found in your Student Handbook, Section 10.
2 If a student is suspected of commissioning (e.g. paying someone to write an assignment for them), this could be
classed as fraud under student disciplinary procedures, separate to academic misconduct procedures. If proven,
the consequences would be severe, including removal from their course of study.
Assessment Brief: LSBM200 – 2020-21 Page 8
Appendix 3: Use of external editorial or proof-reading
services
The University of Northampton’s Academic Integrity and Misconduct Policy (Sections 4.10 – 4.14)
provides clear guidance on the use of proof-readers to check your work.
What you need to know:
1. You can ask your tutors or our Learning Enhancement and Employability (LEE) Team
(lee@bil.ac.uk) for advice and support on how to proof your work.
2. Proof-readers should not make live changes to your work. They should only indicate where
possible changes could be made.
3. A proof-reader should not change the meaning of your work in any way.
4. If a proof-reader’s comments or amendments do change the meaning of your work, this may
be deemed as academic misconduct.
5. If you do use a proof-reader you must declare this clearly when you submit your work. The
declaration should be on the first page (cover page) of your assignment.
Example declaration:
“A proof-reader has helped me with this assignment. The proof-reader was my
friend/name of proof-reading service/a family member/other. I have kept a copy of
my original work with comments from the proof-reader.”
For more information please go to the policy itself, which is available in the Quality Enhancement
Manual on our website.
Assessment Brief: LSBM200 – 2020-21 Page 9
Appendix 4
Extensions and Mitigating Circumstances
Information on Extensions and Mitigating Circumstances can be found in the Student Handbook,
Section 10. Extensions cannot be granted for Quizzes.
Applications for Mitigating Circumstances, with supporting evidence (such as medical certificates)
should be made through the Student Self-service Portal (SSP).
The University of Northampton’s Mitigating Circumstances Policy document can be accessed through
our Quality and Enhancement Manual: QEM Section 3: All Policies and Procedures.
Word Limits
All written assignments include clear guidance on the maximum amount that should be written in order
to address the requirements of the assessment task (a ‘word limit’).
If the submission exceeds the word limit by more than 10%, the submission will only be marked up to
and including the additional 10%. Anything over this will not be included in the final grade for the
item of assessment.
Abstracts, reference lists, indented quotations, and footnotes are excluded from any word limit
requirements.
In-text citations, embedded quotations, and all headings and titles are included in the word limit.
Where a submission is notably under the word limit, the full submission will be marked on the extent to
which the requirements of the assessment task have been met. Generally speaking, submissions under
the word limit fall short of the requirements of the assessment task.

YOU MAY ALSO READ ...  MGT501 Business EnvironmentLeading Business OrganisationsMGT501 Business EnvironmentLeading Business OrganisationsMSc Management with StreamsMIS605_Assessment 2MKTG6002/MKT600 MarketingNUR250 Medical Surgical Nursing
Order from Academic Writers Bay
Best Custom Essay Writing Services

QUALITY: 100% ORIGINAL PAPERNO PLAGIARISM – CUSTOM PAPER