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Contemporary Issues in Marketing
1
Module Number: BMP4004
Module Name: Contemporary Issues in Marketing
Year/Trimester: 2020-21/Semester 2
Module Tutor/s: Adeboye Dada
Assessment Number 2
Assessment Type (and
weighting) Individual Written Portfolio – 50%
Assessment Name Practical Skills Assessment
Assessment Submission
Date Monday 28 March 2022 at 23:59
AssignmentTutorOnline
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Learning Outcomes Assessed:
LO3: Demonstrate ability to use one of a range of digital marketing tools effectively
LO4: Reflect on the importance and application of digital marketing tools
Assessment Brief:
You are required to build a practical skills portfolio, demonstrating a small integrated
marketing communications campaign to promote a product or service, as agreed with
your tutor.
A template document is available on Moodle. You should submit your portfolio using
Turnitin on Moodle.
Using your understanding of the promotional mix and available digital communication
channels, including social media, you will submit 5 examples of digital
communications that show your understanding of digital marketing tools to achieve
given objectives.
Your portfolio will include examples of digital communications, such as:
Mock-up web pages
Social media posts
Other digital media content (such as blog articles)
Your digital communications plan should be designed to attract and persuade the
audience/customers to respond to your promotional campaign.
You should utilise the AIDA model to plan the 5 pieces of communication and you
should suggest what you feel are appropriate channels.
2
As part of your portfolio, you are required to provide a summary reflection (1000
words) in which you are required to
Briefly discuss the importance and application of digital marketing tools in
contemporary marketing
Justify, using reference to academic theory, practitioner sources and practical
examples from real companies, how effective you believe the integrated digital
marketing tools you have chosen would be at persuading the customer to
respond and why.
You should reference all sources using the Harvard referencing system.
Assessment Preparation and Submission:
See section 12 of the module guide for Guidelines on the Preparation and Submission
of Assignments.
Additional Submission Instructions:
You are required to submit a soft copy via “Turn-it-in UK” on the module Moodle page.
The software will allow you to check your work against other material on the internet. It
will also compare your work against other students work.
You will be able to upload drafts of your written work into turn-it-in as many times as
you wish before the deadline.
You will not be able to overwrite the final submission after the deadline. You can only
submit a single file.
Advice:
Do not cut and paste phrases or paragraphs from published sources. You
should seek to use your own words to explain concepts and theory.
If you wish to refer to specific quotes from published sources, then you must
use full Harvard presentation.
Do not share work with other students.
Specific Assessment Criteria: (See Page 3 for General Assessment Criteria)
Excellent (70-100%): Virtually all of the relevant information/skills accurately
deployed. Excellent and exceptional grasp of theoretical, conceptual, analytical and
practical elements. Very effective integration of theory, practice and information in
relation to the objective of the assessment. There will be evidence of originality and
creativity as appropriate to the subject.
Very Good (60-69%): Most of the relevant information/skills accurately deployed.
Good grasp of theoretical, conceptual, analytical, practical elements. Effective
integration of theory, practice and information in relation to the objectives of the
assessment.
3
Good (50-59%): Some of the relevant information/skills accurately deployed.
Adequate grasp of theoretical, conceptual, analytical and practical elements. Fair
integration of theory, practice and information in relation to the objectives of the
assessment.
Satisfactory (40-49%): Some omissions in the deployment of information/ skills.
Some grasp of theoretical, conceptual, analytical and practical elements. Limited
integration of theory, practice and information in relation to the objectives of the
assessment.
Unsatisfactory (1-39%): Students who do not meet the requirements of a pass
grade will not successfully complete the assessment activity.
4
General Assessment Criteria for Written Assessments – HE4
% Relevance Knowledge Argument/Analysis Structure Presentation Written English Research/Referencing
Class I
(Exceptional
Quality)
85-100% Directly relevant to title.
Expertly addresses the
assumptions of the title
and/or the requirements of
the brief. Demonstrates an exceptional
knowledge/understanding of
theory and practice for this level
through the identification and
analysis of the most important
issues. Makes exceptional use of
appropriate arguments and/or
theoretical models.
Presents an analysis of the material
resulting in clear, logical and
original conclusions. Coherently articulated
and logically
structured.
An appropriate format
is used. The presentational style &
layout is correct for the
type of assignment.
Effective inclusion of
figures, tables, plates
(FTP). An exceptionally well written
answer with standard spelling
and grammar.
Style is clear, resourceful and
academic. Sources accurately cited in
the text. A wide range of
contemporary and
relevant references cited
in the reference list in the
correct style.
Class I
(Excellent
Quality)
70-85% Directly relevant to title.
Addresses the assumptions
of the title and/or the
requirements of the brief. Demonstrates an excellent
knowledge/understanding of
theory and practice for this level
through the identification and
summary of the most important
issues. Makes creative use of appropriate
arguments and/or theoretical
models.
Presents an excellent discussion of
the material resulting in clear,
logical conclusions. Coherently articulated
and logically
structured.
An appropriate format
is used. The presentational style &
layout is correct for the
type of assignment.
Effective inclusion of
figures, tables, plates
(FTP). An excellently written
answer with standard spelling
and grammar.
Style is clear, resourceful and
academic. Sources accurately cited in
the text.
A range of contemporary
and relevant references
cited in the reference list
in the correct style.
Class II/I
(Very Good
Quality)
60-69% Directly relevant to title.
Addresses most of the
assumptions of the title
and/or the requirements of
the brief. Demonstrates a very good
knowledge/understanding of
theory and practice for this level
through the identification and
summary of key issues. Uses sound arguments or
theoretical models.
Presents a clear and valid
discussion of the material.
Clear, logical conclusions. Logically constructed
in the main.
An appropriate format
is used. The presentational style &
layout is correct for the
type of assignment.
Effective inclusion of FTP. A very well written answer
with standard spelling and
grammar. Style is clear and
academic. Sources are accurately
cited in the text and an
appropriate reference list
in the correct style is
provided.
Class II/ii
(Good Quality)
50-59% Generally, addresses the
title/brief, but sometimes
considers irrelevant issues. Demonstrates a good
knowledge/understanding of
theory and practice for this level
through the identification and
summary of some key issues. Presents largely coherent
arguments.
Some issues and theoretical
models expressed in simplistic
terms.
Conclusions are fairly clear and
logical. For the most part
coherently articulated
and logically
structured.
An acceptable format
is used. The presentational style &
layout is correct for the
type of assignment.
Inclusion of FTP but lacks
selectivity. Competently written with
minor lapses in spelling and
grammar. Style is readable and
academic in the main. Most sources accurately
cited in the text and an
appropriate reference list
is provided which is largely
in the correct style.
Class III
(Satisfactory
Quality)
40-49% Some degree of irrelevance
to the title/brief. Superficial
consideration of the issues. Demonstrates an adequate
knowledge/understanding of
theory and practice for this level.
An attempt is made to identify key
issues. Presents basic arguments, but
focus and consistency lacking in
places. Some issues may lack
clarity, and/or theoretical models
expressed in simplistic terms.
Conclusions are not always clear or
logical. Adequate attempt at
articulation and
logical structure.
An acceptable format
is used. The presentational style &
layout is largely correct for
the type of assignment.
Inappropriate use of FTP
or not used where clearly
needed to aid
understanding. Generally, competently written
although intermittent lapses in
grammar and spelling pose
obstacles for the reader. Style
limits communication and is
non-academic in a number of
places. Some relevant sources
cited.
Some weaknesses in
referencing technique.
Borderline
Fail
35-39% Significant degree of
irrelevance to the title/brief.
Only the most obvious issues
are addressed at a
superficial level and in
unchallenging terms. Demonstrates weaknesses in
knowledge of theory and practice
for this level, with poor
understanding of key issues. Limited arguments, which lack
clarity in places.
Conclusions are neither clear nor
logical. Poorly structured.
Lack of articulation.
Format deficient. For the type of
assignment, the
presentational style&/or
layout is lacking.
FTP ignored in text or not
used where clearly
needed. Deficiencies in spelling and
grammar makes reading
difficult.
Simplistic or repetitious style
impairs clarity.
Style is non-academic. Limited sources and weak
referencing.
Fail
<34% Relevance to the title/brief is
intermittent or missing.
The topic is reduced to its
vaguest and least Demonstrates a lack of basic
knowledge of either theory or
practice for this level, with little
evidence of understanding. Severely limited arguments.
Lacks clarity. Unstructured.
Lack of articulation.
Format deficient For the type of
assignment, the
presentational style &/or
layout is lacking. Poorly written with numerous
deficiencies in grammar,
spelling and expression.
Style is non-academic. An absence of academic
sources and poor
referencing technique.
5
challenging terms. Conclusions are sparse. FTP as above.
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Marketing Issues of the Present 1
BMP4004 is the module number.
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Module Name: Contemporary Issues in Marketing
2020-21/Semester 2 (Year/Trimester)
Module Tutor/s: Adeboye Dada
Assessment Number 2
Assessment Type (and
weighting) Individual Written Portfolio – 50%
Assessment Name Practical Skills Assessment
Assessment Submission
Date Monday 28 March 2022 at 23:59
AssignmentTutorOnline
Learning Outcomes Assessed:
LO3: Demonstrate ability to use one of a range of digital marketing tools effectively
LO4: Reflect on the importance and application of digital marketing tools
Assessment Brief:
You are required to build a practical skills portfolio, demonstrating a small integrated
marketing communications campaign to promote a product or service, as agreed with
your tutor.
A template document is available on Moodle. You should submit your portfolio using
Turnitin on Moodle.
Using your understanding of the
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