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Review academic literature and discuss the role of digital analytics and website in digital marketing strategy.

Faculty of Business and Law Assignment Brief Mode E and R Regulations

5008MKT Digital Analytics

Module Title:

Digital Analytics

 

Assignment Number

CW1 Coursework

Module Code:

5008MKT

Assignment Title

Individual Report

Module Leader:

 

Assignment Credits

10

Lecturer:

 

 

 

 

Release Date:

January 2022

 

Submission Date/Time:

 

Submission Time and Place:

Submission through Turnitin ONLY

Assessment Information

This assignment is an individual assignment.

This assignment requires you to complete a 2000-word report, to include the following:

  1. Review academic literature and discuss the role of digital analytics and website in digital marketing strategy.
  2. Use various analysis tools, including digital marketing software and theory/theoretical framework, to analyse and evaluate the website of the Birmingham Hippodrome (https://www.birminghamhippodrome.com)
  3. Recommend how the Birmingham Hippodrome can improve their digital strategy, focusing on the website, in the future.

Criteria for Assessment 5008MKT Digital Analytics

Presentation

Grade Boundary

Assessment

Element

0-19%

20-39%

40-49%

50-59%

 

60-69%

70-79%

80-100%

 

Knowledge and Understanding (30%)

Extremely weak answer with little relevant material and poor understanding of digital marketing and digital analytics theories, concepts, issues and methodology.

Fundamental errors and misunderstandings are present. Material is largely irrelevant.

Some relevant material is present.

Understanding is poor with little evidence of reading/research on the topic. Fundamental errors and misunderstanding appear to be present. Much of the material is not relevant to the assignment.

An acceptable/adequate understanding demonstrated, but may be incomplete and with some errors. Limited use of material with limited reading/research on the topic.

Answer demonstrates a good understanding of relevant digital marketing and digital analytics

theories, concepts, issues and methodology. Some reading/research beyond that recommended is present. Some errors may be present and inclusion of irrelevant material. 5008MKT Digital Analytics

Answer demonstrating a very good understanding of the requirements of the assignment. Answer demonstrates very good understanding of digital marketing and digital analytics theories, concepts, issues and methodology. Answer is mostly accurate/appropriate, with few errors. Little, if any, irrelevant material is present. Reading beyond the recommended

minimum is present

Excellent Answer entirely relevant to the assignment.

Answer demonstrates excellent understanding of digital marketing and digital analytics theories, concepts, issues and methodology. There is evidence of wide- ranging reading and/or research.

Outstanding answer entirely relevant to the assignment. Answer demonstrates outstanding understanding of digital marketing and digital analytics theories, concepts, issues and methodology. There is

evidence of wide-ranging reading and/or research.

Analysis and Application (30%)

The piece demonstrates extremely weak application to the company/organisation, and inadequate analysis of the website strategy, and activities. Little thought seems to have gone into the analysis. Answer demonstrates inadequate application of digital marketing tools and theory.

The piece demonstrates poor application to the company/organisation, and inadequate analysis of the website strategy, and activities. Some thought seems to have gone into the analysis. Answer does not demonstrate adequate application of digital marketing tools and theory.

The piece demonstrates acceptable/adequate application to the company/organisation, and analysis of the website strategy, and activities. An adequate amount of thought has gone into the analysis. Answer demonstrates application of digital marketing tools and theory.

The piece demonstrates good application to the company/organisation, and analysis of the website strategy, and activities. A good deal of thought has gone into the analysis. Answer demonstrates good application of digital marketing tools and theory.

The piece demonstrates very good application to the company/organisation, and analysis of the website strategy, and activities. A good deal of thought has gone into the analysis. Answer demonstrates very good application of digital marketing tools and theory.

The piece clearly demonstrates excellent application to the company/organisation, and analysis of the website strategy, and activities. A great deal of thought has gone into the analysis. Answer demonstrates excellent application of digital marketing tools and theory.

The piece clearly demonstrates outstanding application to the company/organisation, and analysis of the website strategy, and activities. A great deal of thought has gone into the analysis.

Answer demonstrates outstanding application of digital marketing tools and theory.

 

 

 

 

 

 

 

 

 

Recommendations (30%)

Extremely weak recommendations that are missing or not justified by the analysis and application undertaken.

Recommendations would not be applicable to the company/organisation and its digital marketing strategy.

Poor recommendations somewhat related to the analysis and application undertaken, though more could be done to make them justifiable and relevant.

Recommendations would be of some benefit to the company/organisation and its digital marketing

strategy.

Acceptable/adequate recommendations arise from the analysis and application undertaken, though there are gaps/weaknesses. Recommendations would be of some benefit to the company/organisation and its digital marketing strategy.

Good recommendations justified by the analysis and application undertaken, though more could be done to make them more relevant.

Recommendations would be applicable to the

company/organisation and its digital marketing strategy

Very good recommendations justified by the analysis and application undertaken.

Recommendations would be mostly applicable to the company/organisation and its digital marketing strategy.

Excellent recommendations, completely justified by the analysis and application undertaken. Recommendations would

be wholly applicable to the company/organisation and its digital marketing strategy.

Outstanding recommendations are completely justified by the analysis and application undertaken. Recommendations would

be wholly applicable to the company/organisation and its digital marketing strategy.

Structure and Presentation (10%)

Extremely weak structure and inadequately expressed/presented, with inadequate

referencing.

Fundamental errors and misunderstanding present. Weak structure and          poor expression/presentation.

Poor referencing. Review academic literature and discuss the role of digital analytics and website in digital marketing strategy.

Submission is adequately structured and presented. Referencing needs attention.

The work has a good structure, and/or clearly presented.

Good referencing.

Very good organisation and clearly written/presented. Very good referencing. .

Excellent presentation in a clear, well- structured way with excellent clarity of expression and excellent

referencing.

Outstanding presentation in a clear, well-structured way with outstanding clarity of expression and outstanding referencing.

This assignment is designed to assess learning outcomes:

  1. Appraise the evolution of digital marketing along with the emergence of advanced search engine and click stream mechanism.
  2. Apply and assess the search engine optimisation procedure along with effective web design for effective navigation and conversion.
  3. Analyse, assess, and evaluate the fundamentals of data capture mechanism, data segmentation and application of analytics to marketing strategy.

Word Count 5008MKT Digital Analytics

The word count is 2000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more. The word limit includes quotations and citations, but excludes the references list.

How to submit your assessment

The assessment must be submitted by 18:00 on 21/02/22. No paper copies are required. You can access the submission link through the module web.

  • Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
  • Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
  • All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
  • The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. Review academic literature and discuss the role of digital analytics and website in digital marketing strategy.

You will find information about the process and what is or is not considered to be an event beyond your control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and- Extension.aspx

  • Students MUST keep a copy and/or an electronic file of their assignment.
  • Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT

Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, ie. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice. Review academic literature and discuss the role of digital analytics and website in digital marketing strategy.

The University VLE includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. If you are a business student and joined Coventry University in September 2020 or later please use APA 7th edition referencing, if you joined prior to this date you may use APA or the existing Harvard Reference Style (Coventry version) that you are familiar with. Law students should use OSCOLA. Please be consistent in the referencing style that you use and use it correctly to avoid a case of plagiarism or cheating being brought. If you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you in 15 working days. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review

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