Submission Format
Project Output
Unit Learning Outcomes
LO1 Outline the theories, concepts and tools related to marketing.
LO2 Identify and use processes of marketing planning in creating effective digital
marketing campaigns.
LO3 Explain the importance of digital marketing in achieving the overall aim of an
e-commerce business.
Assignment Brief and Guidelines
Assessment Description
In today's fast-changing and highly competitive business environment, organisations,
whether commercial or non-profit, must do more than simply offer products or
services.
They must develop a deep understanding of their audiences, clearly communicate the
unique value they provide, and choose the most effective ways to engage with their
markets.
The rapid growth of digital technologies has transformed the way businesses operate
and interact with consumers. Traditional marketing approaches alone are no longer
sufficient; organisations must now leverage a wide range of digital platforms, tools,
and channels to build relationships, drive engagement, and achieve their goals.
This group assignment invites you to explore the fundamental principles of marketing
and consider how they can be applied in a digital context. Working collaboratively, you
will analyse how organisations create, communicate, and deliver value in a dynamic
digital landscape. Your task is to translate these insights into an actionable digital
marketing strategy, culminating in a creative and targeted digital marketing execution.
Through this process, you will develop the skills needed to think strategically about
digital business opportunities, engage audiences effectively, and apply innovative
marketing solutions in real-world scenarios
Detailed Description of the Assessment
Working in groups of 3-5, produce a professional 1,750-word "Agency Report" for your
chosen e-commerce client. Your report must be evidence-based, visually supported
and written as if you are presenting to a real client who is not a marketing expert.
Assessment Details/Report Structure Suggested
Word
Count (500)
words)
1. Part A-Market & Consumer Insight 500 words
Client Snapshot & Brand Story
● Briefly introduce your chosen e-commerce business, its main
products/services, and overall business aim (e.g., increase
online sales by 20%, grow subscriptions, expand to a new
region).
● A short summary of their brand story & online presence
(website one social platform)
2. Target Segment "Persona"
● Create a short customer persona for ONE priority segment
using segmentation bases (demographic, geographic,
behavioural, psychographic).
● Include a mini "day in the life" description that shows their
needs, motivations, and digital behaviours (e.g., devices
used, platforms visited).
● One consumer behaviour concept (e.g., attitudes, social
influence, decision-making process)
3. Environment and Competitor Insight
● Apply ONE tool (SWOT, PESTLE, or Porter's Five Forces)
focusing only on 3-4 most important points, interpreted, not
just listed.
● Identify at least one direct online competitor and briefly
compare its positioning or digital presence.
Groups must choose which information matters most rather than
describing everything. Skill focus: Critical judgment, prioritisation,
evidence-based thinking.
Part B-Creative Digital Campaign Plan (750 words)
You are now the agency pitching a digital campaign to your client.
1. Campaign Goal and SMART Objectives
● Set one overarching campaign goal linked to Part A.
● Set 2-3 SMART digital objectives (e.g., website conversion,
email sign-ups, Instagram engagement) clearly linked to the
goal
2. Value Proposition, Positioning & Core Message
● Write a one-sentence value proposition for your chosen
segment.
● Draft a positioning statement and a core campaign message
or slogan (this should be memorable, on-brand, and
audience-appropriate).
● Show how your message reflects brand equity/brand value
ideas
3. Channel & Content Strategy - "Mini Media Plan"
● Select 2-4 digital channels (e.g., website landing page,
TikTok, Instagram, email, Google Ads, influencer
collaboration).
Create a simple media/content table for each channel:
● Purpose (awareness/engagement/conversion)
● Example content (e.g., post idea, headline, hook)
● Why this channel fits your persona and campaign goal
● How the 7Ps support the digital experience.
4. Creative Twist
● Include ONE creative element that makes your campaign
stand out (e.g., hashtag challenge, user-generated content
competition, micro-influencer idea, interactive quiz).
● Explain why this idea would motivate your segment based on
consumer behaviour concepts.
Part C: Evaluation, Impact on E-Commerce Aims & Reflections 500 words
Group section approx. 300 words)
Key Performance Indicators (KPIs) & Campaign Evaluation:
Identify and justify three digital KPIs linked to your SMART
objectives. Explain how you would track and interpret them.
Business Impact: Clearly explain how your proposed campaign
directly supports the e-commerce business's goals.
Individual CARL Reflection (each group member, approx.
200-250 words, submitted at the end of the group work):
Each student must submit a short, individual reflection using the
CARL framework:
Context: What was your role in the group, and what aspects of the
project were you most involved in? Briefly set the scene.
Action: What actions did you personally take? (eg, research, idea
generation, analysis, writing, project management, presenting,
resolving conflict), Why did you choose these actions?
Result: What was the result of your contribution to the team or
outcome? Did you receive any feedback (from peers or a tutor)?
What went well or was challenging?
Learning: What skills or insights did you gain about yourself as a
learner and team member? What would you do differently or carry
forward into your studies, professional development, or marketing
roles?
Tip for students:
Be specific, reflective, and honest. The purpose is to demonstrate
your ability to (a) analyse your contribution in a team, (b) recognise
your strengths and areas for growth, and (c) connect these to the
kinds of tasks and skills valued in marketing careers.
Submission
● Your individual CARL reflection must be included with your
group report and submitted as a single document.
This reflection will be evaluated as part of the overall assignment
and has the potential to contribute to your grade by showcasing your
independent insights and critical thinking skills.
Tips for Success
● Use tools like Cariva, CapCut, and Adobe Express for design..
● Choice with constraints: You pick the client and creative direction, but must still
work within theory and planning frameworks
● Synthesise, not describe: Marks reward how well you connect research insight
● objectives campaign KPIs, rather than how many concepts you list.
● Real-world framing: Write as if for a real client. Weak logic, vague objectives, or
tactics that do not fit the persona will clearly "fail" the professional test.
● Collaborative problem solving: Group work requires negotiation, shared
decisions,
● and merging different writing/creative styles into one coherent "agency report"
Submission Guidelines:
● Document Format: Word or PDF file via Canvas, including embedded visuals
(e.g.. social media post)
● Font & Spacing: Use Arial or Calibri font, size 12, with 1.5 line spacing.
● File Responsibility: If you submit a file in an unreadable format, it is your
responsibility to ensure the correct file is resubmitted before the deadline.
● Ensure your report includes in-text citations and a full reference list in Harvard
style.
● Each student must submit the same final version individually.
● Failure to adhere to these guidelines may result in reduced marks.
Assessment Criteria
Your work will be assessed according to the following criteria:
1. Knowledge & Understanding (30%) Links mainly to L01 and supports L.O2 and
LO3
● Demonstrates clear understanding of marketing concepts.
● Accurate use of terminology and theory.
● Ability to connect theory to real organisational practice.
2. Application of Marketing Theory (30%) Strongly evidences LO2 and draws on LO1.
● Quality of market analysis and segmentation.
● Appropriateness of chosen frameworks (PESTLE, SWOT (consumer behaviour).
● Logical and well-justified decisions.
3. Campaign Creativity & Practicality (20%) Evidence LO2 and LO3, underpinned by
L01
● Innovative, realistic, and audience-appropriate campaign concept.
● Clear value proposition, channel strategy, and messaging.
● Demonstration of branding knowledge.
4. Evaluation & Reflection (15%) Directly evidences LO3 and supports LO2.
● Appropriate use of KPIs and evaluation tools
● Ability to reflect professionally on learning and skill development.
5. Academic Writing & Referencing (5%) Supports all LOs by ensuring learning is
communicated clearly and credibly
● Clear structure, accurate Harvard referencing, consistent tone.
● Quality of presentation and communication.
Additional Assessment Requirements & Information
1. .All assignments should be submitted through Turnitin. If your file will not upload,
please ensure it is the correct size, and if not, you must contact the Admin Team
(admin@[Link]) BEFORE the assignment Deadline.
2. 2. Turnitin will review the assignment for levels of plagiarism, and Academic
Staff, when marking, will review this. Students who have been deemed as
committed an academic offence, including plagiarism or collusion, will be subject
to the Academic Misconduct policy.
3. Any work submitted after the deadline will be classed as a non-submission
unless you have approved mitigating circumstances (see section).
4. All assignments will be given a mark out of 100. A pass mark will be 40 or above.
5. Students who fail their first attempt will be offered a resit attempt, where the mark
of the assignment will be capped at 40% at the Board of Examiners.