Digital Marketing Group Presentation and Report Assessment Guide
Summary
This is Group work.
Weighting: 30%
Presentation Duration:
20-minute presentation per group
Learning Outcomes Evidenced by this assignment:
3. Appraise key metrics for evaluating digital campaign performance
5. Evaluate how digital marketing can be integrated into company and marketing strategy
6. Understand how to develop a coherent digital marketing strategy and evaluate its results
7. Apply digital campaign management skills to contemporary organisations
8. Work collectively in teams to develop digital marketing campaigns and strategies
Submission procedure: All submissions should be submitted via Turnitin .
Return of feedback and marked work:
Feedback will be provided via Grademark on the page within three weeks of the submission deadline.
Introduction
This assignment is a group presentation for coursework component 1.
Details of the task
This group portfolio assessment consists of both formative and summative elements, and requires students to work as groups collectively to analyse the case study of KUONI from a digital marketing perspective. Students must form groups with a minimum of four members and a maximum of six (strictly) and provide their groups with a name, groups should be formed by Week 4 of Term2 to their module leader.
Students have been provided with a case study on KUONI. The reference for the case is as follows:
Niessing J., Sedlacek J., Duke L. (2015). ‘Kuoni: Missing the Digital Boat - The Downfall of an Icon in the Travel Industry’, The Case Centre, www.thecasecentre.org
A copy of the case study has been uploaded to the Moodle site.
Using relevant digital marketing theory and industry sources, students should address the following questions in their group report and presentation:
1. Identify the key success factors that made Kuoni a market leader from 1906 to the 1990s.
2. What was the market landscape facing Kuoni in 2006?
3. Which of the three options would you have chosen and why?
4. What are important enablers when it comes to leading a digital transformation?
5. By the end of 2015, all of Kuoni’s Tour operating and travel agency businesses had been sold. What could Kuoni have done differently? Could it have “stopped the bleeding” in 2006? What would you have done?
The Group presentation (30% weighting) is due at 16.00 on Wednesday, March 17th 2021 via Turnitin, and the oral presentation will be delivered in seminars in week 9.
Students must submit the group presentation and the report with the correct front sheet to Turnitin, failure to do so will result in a group penalty of 10%.
Assignment Instructions (for the written report, please ensure that group presentations are written in a legible font for examiners)
Structure
You have been asked to produce a report. It should contain the following:
· Title Slide, including the given title in full
· Introduction
· Main body, which should also be organised under appropriate headings
· Conclusion
· Appendices, which should be numbered
o Make sure you refer your reader to them as required.
· Word count; excluding appendices and reference list
· Length 2000 words
Presentation
Your work should be word processed in accordance with the following:
· Font style, Lucida Sans, at least size 20.
· Not too much clutter on each slide.
· Your name should not appear on the presentation.
Skills Advice
Refer to your material provided in your skills modules to make sure that you have conformed to academic conventions. Pay particular attention to:
· Your introduction
· Your conclusion
· The use of headings and/or signpost words
· Paragraph structure
Do refer to Info skills at http://writeitright.uelconnect.org.uk/home/
and http://infoskills.uelconnect.org.uk/
Referencing
The university expects students to use Harvard referencing as specified in the book Cite them Right.
Word Count
Your word count should not include your abstract, contents, reference list or appendices. You should provide your word count at the end of your essay.
Exceeding the word count by more than 10% will result in a penalty of 10% of your marks for your work.
If your work is significantly shorter, then you will probably have failed to provide the level of detail required.
Submission to Turnitin of Work Submitted for Assessment
Our policy on the use of Turnitin recognises the educational desirability that all of our students should enjoy the opportunity to self-submit their work to Turnitin (before submitting for assessment). We also recognise that Turnitin Originality Reports will sometimes assist in the identification of plagiarised work submitted for assessment.
Work that is submitted to Turnitin generates a Turnitin originality report, showing which parts of it have been reproduced from which sources. The system compares submissions to material that is to be found: on the world-wide web; in its database of previous submissions; and in its growing number of databases of published articles. You should not assume that a Turnitin originality report with a low similarity index is evidence that the piece of work concerned is free from plagiarism.
Our policy provides that a Module Leader may decide, in accordance with the policy of the School of Business and Law, that all student submissions for a particular component of assessment should be submitted to Turnitin, provided that the relevant Module Guide includes a notice to that effect.
Notice is hereby given that all submissions of reports for this Module must be submitted to Turnitin. Detailed guidance on how to submit your work to Turnitin will be made available on this Module’s Moodle site.
If you fail to submit your group presentation to Turnitin by the deadline you will receive a 5% penalty if 24-hours late, should the presentation be any later than 24-hours you must apply for extenuation following university procedure.
Please note also that only students who participate in the presentation can receive a mark for this aspect of the component, so please ensure you are available to attend on this day
Submission
The material that you submit to Turnitin will be marked. A late submission will receive a penalty of 5%.
Please be aware that the Turnitin site will advise you that late submissions are accepted. This is only for the purposes of allowing students who are claiming extenuation to submit their work.
Please read the material in the submission folder and make sure that you attach the feedback sheet as requested and save the document using the format for the name of the document as specified.
Assessment Criteria
MK5004: Coursework Component 1 (Group Presentation) Marking Scheme
Component
Comments
Weight
Actual Mark
Knowledge of the Material
20%
Delivery of the Material
20%
Ability to Work as a Team
20%
Ability to Answer Questions
20%
Overall Slide Presentation, Professionalism and Referencing
20%
Total
100%
General Comments:
Agreed Mark:
Extenuating Circumstances
Extenuating Circumstances are circumstances which:
· impair your examination performance in assessment or reassessment, or
· prevent you from attending for assessment or reassessment, or
· prevent you from submitting assessed or reassessed work by the schedul
Grading Criteria Used To Assess Work
Undergraduate Programmes:
General guidelines for standards expected at different levels of study.
Grade
Level 1
Level 2
Level 3
First
(70% or above)
Thorough understanding of relevant ideas. Clear and well referenced argument. Coherent structure.
Ideas critically analysed. Argument is clear, succinct and well supported. Evidence of a wide range of reading and some independent thought.
Critical work evidencing excellent synthesis and application of ideas. Work is exceptionally well constructed and presented.
Upper Second
(60-69%)
Sound understanding. Well written and relevant argument. Appropriately referenced.
Critical consideration of relevant ideas. Arguments are precisely defined and appropriately referenced. The work is structurally sound and well written.
Ideas are critically applied and coherently presented. Evidence of wide reading and some originality. Well referenced
Lower Second
(50-59%)
Evidence of understanding and independent reading. Adequate referencing, but some unsubstantiated material. Weaknesses in spelling, structure & grammar.
Reasonable understanding of the relevant concepts, but some inconsistencies in application. Arguments are referenced, but disjointed. Poor structure, spelling or grammar.
Clear grasp of concepts and some critical application. Appropriately referenced and relevant argument. Reasonable structure and syntax. Well presented
Third
(40-49%)
Indication of some understanding, but poor application of ideas. Minimal referencing. Generally weak structure.
Generally descriptive work with limited evidence of a critical consideration of ideas. Inadequate referencing. Weaknesses in structure, spelling and grammar.
Evidence of good understanding of issues, but crudely applied. Work indicates some critical thinking, but tends towards description. Argument may be unbalanced. Poor structure and presentation
Fail
(Below 40%)
Irrelevant or poorly analysed material. Indication of weak grasp of concepts. Inadequate structure. Poor grammar and spelling.
Uncritical. Poorly referenced. Argument indicates little use of relevant literature. Chaotic structure and generally badly written.
Poorly referenced and suggests inadequate exploration of relevant literature. Chaotic structure and generally badly written.