Posted: May 15th, 2022

Assessment Brief Digital Marketing Communication

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FACULTY OF BUSINESS AND LAW
ACADEMIC YEAR 2021/22
Coursework Assessment Brief 2021/22
Module Code: UMKDMQ-15-3
Module Title: Digital Marketing Communication
Submission Deadline: 18th July 2022
Assessment Component: A – 20-minute individual pitch presentation, including submission
of slides
Assessment Weighting: 100 per cent of total module mark
Marking and feedback deadline (20 working days): 15th August 2022
N.B. all times are 24-hour clock, current local time (at time of submission) in the UK
Assessment Instructions – Soccer Bristol [this is a fictional brief]
You are expected to propose a campaign that will recommend specific content to appear on
the https://www.soccerbristol.co.uk / website in order to encourage website visitors to sign
up for the newsletter, then explain how you will attract people to the website from
elsewhere on the internet. Your proposals should also include well-researched advice on
exactly who to target (see the marking criteria for full details on the areas to be included in
your work).
Following your recommendations, the digital marketing activity will be undertaken by
existing employees, but Soccer Bristol has a budget of £2,000 to cover any additional
advertising costs associated with this campaign.
Background information:
With two professional football teams and many amateur players, football (soccer) is a
popular sport in Bristol. Soccer Bristol has been created to allow aspiring footballers,
including adult players and parents of children, to find out about football training and
development sessions in Bristol.
The site holds details of all the local amateur teams and academies, as well as promoting
other scheduled coaching sessions to help amateur players develop their skills. Parents and
adult players can find contact details for all the teams, academies, and coaches. They can
also sign up to receive a regular email newsletter outlining upcoming training opportunities.
Your marketing brief:
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You are invited to outline a six-month digital marketing campaign to encourage your chosen
target audience to visit the https://www.soccerbristol.co.uk / website to sign up to receive
the newsletter.
Your digital marketing activity ‘pitch’ will be submitted to Soccer Bristol as a video
presentation. In your video presentation, you should make suggestions for the use of visual
content (images, video or words) on the website. Your campaign pitch should also include
ways of reaching and engaging your chosen target audience, plus an explanation of the data
this would provide. The video presentation will include you pitching your ideas, alongside a
PowerPoint presentation. You may also wish to demonstrate your content suggestions
visually to help communicate your ideas clearly.
Your campaign pitch is expected to discuss the following sections:
• Analysis and objectives
• Target audience
• Creative website content (that will engage people on the website)
• Audience attraction methods (to ‘attract’ traffic to the website)
• Measurement and use of data
Important note
You are not expected to undertake any primary research. You may wish to research the
market and marketing activity undertaken in similar situations, however you should not
contact any external organisations or people.
Your campaign should include activity that can realistically be achieved within the £2,000
budget for advertising. You are not expected to detail all of your advertising costs though
(i.e. in a detailed costings spreadsheet or timeline).
Further instructions
You are expected to use concepts and academic theories from the module, and your own
reading, to underpin your work and support the judgements you are making. You should
reference any background information or data that you research, plus any concepts and
theories used in your pitch.
This is an individual assignment. You are not expected to work on this in pairs or groups
(please see note regarding collusion and plagiarism below).
Marking Criteria
This assessment particularly focuses on your ability to:
1. Consider the market and then identify appropriate digital marketing objectives
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o Identify and analyse relevant market information.
o Use market information to set SMART objectives.
2. Identify a specific target audience for your plan of activity to engage
o Identify and use evidence to identify a well-defined group of people to
communicate with.
3. Choose and use appropriate digital media creatively in a way that will appeal to the
target audience on your website
o Recommend content for your audience to see on the website and consider
how this will be created or manipulated.
o Explain which relevant psychological theories support the use of this content.
4. Consider the way your target audience will be directed to the website
o Choose relevant ways of attracting an audience to the website. This might
involve your audience discovering some of the content through one or more
of the following: searching for information; viewing adverts; using social
media; receiving a direct message.
o Explain which relevant psychological theories support this approach.
5. Explain the data your activity will generate and how this will be used
o Recommend ways of collecting data to measure the success of the campaign.
o Consider why this data will be useful to the campaign team.
You should also present your pitch clearly, using informative visuals and following an
appropriate structure.
Full marking guidelines and criteria are provided in Appendices A and B.
Formatting
Video
Your pitch will be submitted in a video. In the video you will present your pitch and display
supporting information on PowerPoint slides. Your pitch video must be produced using
Panopto. The pitch must be filmed in real-time i.e. no editing of your pitch is permitted.
You will submit your pitch video to Blackboard using Panopto. Producing a Panopto video is
relatively simple, but further guidance will be provided on how to do this and how to then
submit this within Blackboard.
Please note that the Panopto pitch video must film your face while you are talking. This is a
requirement in order to prevent assessment offences.
To recap, the following may result in a mark of 0 being awarded:
• Failure to use Panopto to produce your video pitch
• Failure to show your face in the video pitch
• Editing of your video pitch
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PowerPoint slides
You are also required to upload your PowerPoint slides to Blackboard. Please ensure that
you provide the following details on the first slide of your PowerPoint deck:
• Student Number
• Module Name and Number
You should use diagrams, charts or images where they help support your pitch. Please also
use headings and subheadings to provide clear structure.
Please check your work for accurate spelling and grammar before submitting.
The first slide must include:
• Your student Number
• The module Name and Number
• The coursework title
Word Limit
There is no word limit for your slides in this coursework, but the pitch video must not
exceed 20 minutes. There is no direct penalty for exceeding 20 minutes, but the marker
WILL stop watching after 20 minutes and nothing further will be taken into account in the
allocation of marks.
Please pay attention to the allocation of marks when planning the timings of each section.
The weightings (shown in Appendix B) indicate the importance of each section and should be
used as a guide.
You can view the UWE word count policy here: http://www1.uwe.ac.uk/aboutus/policies
Referencing and Assessment Offences
In your slides you need to reference the academic concepts and theories that influence your
ideas. You should also reference any background information or data that you research.
Please ensure you reference all sources used when developing your assessment, using the
UWE Harvard system. Failure to properly reference your work to original source material
can be grounds for the assessment offence of plagiarism and may result in failure of the
assessment or more serious implications. Further guidance on correct referencing is
available on UWE’s Study Skills referencing pages.
UWE’s Assessment Offences Policy outlines potential offences and it is your responsibility to
understand this policy and avoid potential offences. Details of what constitutes plagiarism
and how to avoid it can be found on UWE’s Study Skills pages about avoiding plagiarism.
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Text-matching software (e.g. SafeAssign) is used to check every submission against other
submissions made at the same time, previous submissions to UWE and other universities,
and internet sources. We may also manually search for matches. When submitting your
work, you will be required to confirm that the work is your own.
It is an assessment offence to:
– copy work from any source, including your own previous assessments, and present it
as your own work for this assessment, or to provide your own work to others
– to work with others on the assessment in any way, or for anyone to make amends on
your work (including proofreaders, who may highlight issues but not edit the work)
– change individual words but keep, essentially, the same sentences and/or structures
from other sources: this will be detected by text-matching software. Please write in
your own words and style to convey your own learning.
Instructions for submission
You must submit your assignment before the stated deadline by electronic submission
through Blackboard. Notification that the electronic submission portal is open for your
assignment is displayed (usually two weeks before the submission date) in the Coursework
tab in myUWE, the Coursework tab in Blackboard and via an announcement in the
Blackboard course.
You are advised to submit your pitch video at least two hours before the deadline. Please
allow sufficient time to upload your assignment, as the system becomes busier and slower
as the deadline approaches. Only your final upload will be counted. Ensure all your
information is submitted at one attempt to avoid overwriting your intended submission.
Always check and retain your receipts.
For full guidance on online submission through Blackboard, see UWE’s Academic Advice
pages on Assignments.
Submissions of coursework by any other method (including a paper copy, on disk or by
email) are NOT permissible for this module unless specifically agreed in advance of the
submission date.
Before submitting your work, please ensure that:
 You have proof read your work thoroughly to ensure your work is presented
appropriately
 You have addressed all the required elements of the assessment
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 You have referenced in accordance with the guidance provided
 You have addressed each of the marking criterion
 The submission is in the correct format
Final feedback and marks release
Students will normally receive marks and feedback on their submission within 20 working
days of the submission deadline (not including public holidays or university closure days).
Any delay in returning students’ work will be communicated by the module leader via
Blackboard.
Feedback on this module is not limited to the written comments you will receive on
individual written assessment submissions.
Feedback and marks for this module will be available by the date specified at the top of this
document. For further guidance on feedback, please refer to the module handbook.
Further guidance and support
There are a number of sources of support to improve your study skills, including:
• The UWE Library Study Skills pages – for online support and bookable workshops
• The Faculty of Business and Law’s Academic Success Centre for bookable workshops
• Guidance on using UWE’s Library.
Specific study skills pages relating to this module include:
• Presentation skills
• English language support
For further guidance on UWE assessment regulations and terminology see UWE’s Academic
Advice pages.
Personal Circumstances
If you are experiencing difficulties in completing a piece of assessment on time due to
unexpected circumstances (for example illness, accident, bereavement), seek advice from a
Student Support Adviser at the earliest opportunity. Appointments can be made via an
Information Point or online via the Student Support Pages.
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Student Support Advisers can advise as to whether you should submit an application for
‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the
application. Further details on PCs can be found on the Student Support Pages.
The module leader cannot grant personal circumstances or extensions.
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Appendix A – Marking guidelines by grading level
1st (70%+)
The assignment will be clearly distinctive and characterised by ALL of the following:
• All tasks are comprehensively and clearly addressed
• Very high levels of analysis, synthesis and application throughout the assignment
• Excellent argumentation with strong rationale for very creative ideas
• Very well integrated recommendations with strong links between sections
• Consistently outstanding presentation quality – authoritative, compelling and
persuasive; accurate acknowledgement of all relevant sources
2:1 (60-69%)
Well above average and generally characterised by much of the following:
• Tasks are comprehensively and clearly addressed
• Strong evidence of analysis, synthesis, application and creativity
• Very strong arguments with persuasive rationale leading to good creative ideas
• Well integrated campaign recommendations with strong links between sections
• Excellent presentation quality – confident, consistent and persuasive; accurate
acknowledgement of all relevant sources
2:2 (50-59%)
Generally around average with no areas outstanding, characterised by much of the
following:
• Clearly addresses the tasks but coverage may be varied
• Points made are likely to be more descriptive than analytical. Points are accurate
and well-informed but substantiation of arguments may not be applied consistently
• Arguments reveal reasonable evidence of knowledge, understanding, analysis,
application and creativity
• Reasonable linking between sections to enable building of relevant
recommendations
• Quality of presentation fairly good although some inconsistencies; accurate
acknowledgement of all sources
Pass (40-49%)
These submissions are generally of an acceptable level, characterised by much of the
following:
• Adequately addresses the tasks set out in the brief although coverage is likely to
show a lack of attention to several of the tasks and some omissions
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• Points made will be generally accurate but are likely to be more descriptive than
analytical, may contain errors and are likely to be weak in terms of justification
• Arguments are reasonably organised but unlikely to demonstrate real insight, depth,
imagination or creativity
• Some inconsistency in linking between sections and integrating recommendations
• Reasonably coherent presentation although lapses in structure, grammar, spelling
Fail (less than 40%)
The following characteristics generally constitute a fail:
• Inability to address all the tasks set out in the brief in sufficient depth
• Points made are largely unjustified, unsubstantiated and superficial
• Arguments are descriptive, unclear, illogical or inconsistent and will contain
inaccuracies and limited creativity demonstrated
• Very little attempt to link sections and recommendations lack coherence
• Disorganised presentation – poor structure, grammar, spelling – lacking in
persuasiveness
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Appendix B – Marking criteria
What
markers will
look for
Analysis and
objectives
Consideration of the
market, with
identification of
appropriate digital
marketing objectives
Target audience
Clear identification
of a target audience
for your plan of
activity to engage
Creative website content
Choice and use of
appropriate digital media
creatively in a way that
will appeal to the target
audience on your
website
Audience attraction
method
Consideration of the way
your target audience will
be directed to your
website
Measurement
An explanation of the
data your activity will
generate and how this
will be used
Presentation
A clearly
presented video
and informative
visuals, following
an appropriate
structure
Weighting 10% 10% 20% 20% 20% 20%
PASS
Expected
features of a
first –
outstanding
(90-99%)
Outstandingly thorough
analysis of relevant market
information, leading to SMART
objectives.
9-10 marks
Provides outstandingly
thorough evidence to
identify an outstandingly
well-defined group of people
to communicate with.
9-10 marks
Outstanding
explanation of
the content
that will be
used on your
website.
Outstanding
consideration
of how this
content will be
created or
manipulated.
9-10 marks
Outstandingly
comprehensive
understanding of
the psychological
appeal that the
content will
have.
9-10 marks
An
outstandingly
thorough
explanation of
the process for
optimising
visibility to
attract an
audience to
your website,
applying
relevant
concepts and
tools.
9-10 marks
Outstandingly
comprehensive
consideration of
relevant
psychological
theory.
9-10 marks
Outstanding
understanding
of the type of
data to be
generated,
plus ways of
capturing this.
9-10 marks
Outstandingly
thorough
consideration
of how this
data will be
used.
9-10 marks
Outstandingly clear to
follow, with
outstandingly attractive
and informative visual
information. Inclusion of
all required elements.
18-20 marks
PASS
Expected
features of a
first –
exceptional
(80-89%)
Exceptionally thorough analysis
of relevant market information,
leading to SMART objectives.
Provides exceptionally
thorough evidence to
identify an exceptionally
well-defined group of people
to communicate with.
Exceptional
explanation of
the content
that will be
used on your
website.
Exceptional
consideration
of how this
content will be
created or
manipulated.
Exceptionally
comprehensive
understanding of
the psychological
appeal that the
content will
have.
An
exceptionally
thorough
explanation of
the process for
optimising
visibility to
attract an
audience to
your website,
applying
relevant
Exceptionally
comprehensive
consideration of
relevant
psychological
theory.
Exceptional
understanding
of the type of
data to be
generated,
plus ways of
capturing this.
Exceptionally
thorough
consideration
of how this
data will be
used.
Exceptionally clear to
follow, with
exceptionally attractive
and informative visual
information. Inclusion of
all required elements.
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8 marks 8 marks 8 marks 8 marks
concepts and
tools.
8 marks 8 marks 8 marks 8 marks 16-17 marks
PASS
Expected
features of a
first –
excellent
(70-79%)
Thorough analysis of relevant
market information, leading to
SMART objectives.
7 marks
Provides thorough evidence
to identify a well-defined
group of people to
communicate with.
7 marks
Excellent
explanation of
the content
that will be
used on your
website.
Excellent
consideration
of how this
content will be
created or
manipulated.
7 marks
Comprehensive
understanding of
the psychological
appeal that the
content will
have.
7 marks
A thorough
explanation of
the process for
optimising
visibility to
attract an
audience to
your website,
applying
relevant
concepts and
tools.
7 marks
Comprehensive
consideration of
relevant
psychological
theory.
7 marks
Thorough
understanding
of the type of
data to be
generated,
plus ways of
capturing this.
7 marks
Thorough
consideration
of how this
data will be
used.
7 marks
Very clear to follow, with
attractive and
informative visual
information. Inclusion of
all required elements.
14-15 marks
PASS
Expected
features of an
upper second
– good
(60-64%)
very good
(65-69%)
Good/very good analysis of
relevant market information,
with SMART objectives.
6 marks
Provides well-chosen
evidence to identify a group
of people to communicate
with.
6 marks
Clear
explanation of
the content
that will be
used on your
website. Very
clear
consideration
of how this
content will be
created or
manipulated.
6 marks
Good/very good
understanding of
the psychological
impact that the
content will
have.
6 marks
A clear outline
of the process
for optimising
visibility to
attract an
audience to
your website,
applying
relevant
concepts and
tools.
6 marks
Good/very good
consideration of
relevant
psychological
theory.
6 marks
Good/very
good
understanding
of the type of
data to be
generated,
plus ways of
capturing this.
6 marks
Good/very
good
consideration
of how this
data will be
used.
6 marks
Clear to follow, with
informative visual
information. Inclusion of
all required elements.
12-13 marks
PASS
Expected
features of a
lower second –
adequate
(50-54%)
competent
(55-59%)
Adequate/competent analysis
of market information, with
measurable objectives.
Adequate/competent
evidence used to describe a
group of people to
communicate with.
Adequate/com
petent
explanation of
the content
that will be
used on your
website. Clear
consideration
of how this
Sound
understanding of
the psychological
impact that the
content will
have.
Some
description of
a process for
optimising
visibility to
attract an
audience to
your website,
applying some
Adequate/comp
etent
consideration of
some relevant
psychological
theory.
Sound
understanding
of the type of
data to be
generated,
plus ways of
capturing this.
Some
consideration
of how this
data will be
used.
Logical structure with
adequate/competent
visual information.
Inclusion of all required
elements.
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5 marks 5 marks
content will be
created or
manipulated.
5 marks 5 marks
relevant
concepts and
tools.
5 marks 5 marks 5 marks 5 marks 10-11 marks
PASS
Expected
features of a
pass – weak
(40-49%)
Brief information on the
market, with general
objectives.
4 marks
Brief evidence used to
describe a group of people to
communicate with.
4 marks
Basic
description of
the content
that will be
used on your
website. Brief
consideration
of how this
content will be
created or
manipulated.
4 marks
Basic
understanding of
the psychological
impact that the
content will
have.
4 marks
Brief mention
of a process
for optimising
visibility to
attract an
audience to
your website,
but some
mention of
relevant
concepts and
tools.
4 marks
Brief
consideration of
relevant
psychological
theory.
4 marks
Basic mention
of the type of
data to be
generated or
ways of
capturing this.
4 marks
Brief
consideration
of how this
data will be
used.
4 marks
Basic structure. Some
use of visual information.
Inclusion of all required
elements.
8-9 marks
FAIL
Expected
features of a
fail – poor
(35-39%)
Very brief market information,
with poor objectives.
3 marks
Description of a group of
people to communicate with,
without evidence.
3 marks
Brief
description of
the content
that will be
used on your
website.
Poor
consideration
of how this
content will be
created or
manipulated.
3 marks
Poor
understanding of
the psychological
impact that the
content will
have.
3 marks
Limited
description of
a process for
optimising
visibility to
attract an
audience to
your website,
or the use of
relevant
concepts and
tools.
3 marks
Some mention of
psychological
appeal.
3 marks
Poor
understanding
of the type of
data to be
generated or
ways of
capturing this.
3 marks
Limited
consideration
of how this
data will be
used.
3 marks
Weak structure. Poor
visual information. May
lack some required
elements.
7 marks
FAIL
Expected
features of a
fail – very poor
(25-34%)
Little market information, with
very poor objectives.
Brief description of a group
of people to communicate
with, without evidence.
Little
consideration
of the content
that will be
used on your
website.
Very poor
consideration
Very poor
understanding of
the psychological
impact that the
content will
have.
Little
description of
a process for
optimising
visibility to
attract an
audience to
your website,
Little
consideration of
psychological
appeal.
Very poor
understanding
of the type of
data to be
generated or
ways of
capturing this.
Very limited
consideration
of how this
data will be
used.
Very weak structure.
Very poor visual
information. May lack
some required elements.
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2-3 marks 2-3 marks
of how this
content will be
created or
manipulated.
2-3 marks 2-3 marks
or the use of
relevant
concepts and
tools.
2-3 marks 2-3 marks 2-3 marks 2-3 marks 5-6 marks
FAIL
Expected
features of a
fail –
extremely
poor
(15-24%)
Very little market information,
and/or extremely poor
objectives. May lack one of
these requirements.
1-2 marks
Very little consideration of
the people this activity will
communicate with.
1-2 marks
Very little
consideration
of the content
that will be
used on your
website.
Extremely
poor
consideration
of how this
content will be
created or
manipulated.
1-2 marks
Extremely poor
understanding of
the psychological
impact that the
content will
have.
1-2 marks
Very little
description of
a process for
optimising
visibility to
attract an
audience to
your website,
or the use of
relevant
concepts and
tools.
1-2 marks
Almost no
consideration of
psychological
appeal.
1-2 marks
Extremely
poor
understanding
of the type of
data to be
generated or
ways of
capturing this.
1-2 marks
Extremely
limited
consideration
of how this
data will be
used.
1-2 marks
Extremely weak
structure. Extremely
poor visual information.
May lack some required
elements.
3-4 marks
FAIL
Expected
features of a
fail –
incomplete
(0-14%)
No market information, with no
objectives.
0-1 marks
No consideration of the
people this activity will
communicate with.
0-1 marks
No
consideration
of the content
that will be
used on your
website.
No
consideration
of how this
content will be
created or
manipulated.
0-1 marks
No
understanding of
the psychological
impact that the
content will
have.
0-1 marks
No description
of a process
for optimising
visibility to
attract an
audience to
your website,
or the use of
relevant
concepts and
tools.
0-1 marks
No consideration
of relevant
psychological
theory or appeal.
0-1 marks
No
understanding
of the type of
data to be
generated or
ways of
capturing this.
0-1 marks
No
consideration
for how this
data will be
used.
0-1 marks
No structure to the
presentation. No visual
information. Lacks some
required elements.
0-2 marks
How this
relates to
the module
• Research and analyse a
digital marketing scenario in
order to recommend a
strategic response.
• Research and analyse a
digital marketing scenario
in order to recommend a
strategic response.
• Demonstrate understanding of
digital marketing
communication techniques and
concepts.
• Demonstrate understanding of
digital marketing
communication techniques and
concepts.
• Demonstrate understanding of
digital marketing
communication techniques
and concepts.
• Confidently propose a
coherent campaign of
digital marketing
activity, using
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learning
outcomes
(see below)
• Whilst recognising contextual
changes in the marketing
environment, acknowledge
relevant psychological concepts
and communications theory.
• Apply digital marketing
techniques and concepts to the
development of a persuasive
digital marketing
communication campaign.
• Make selective and critical use
of relevant academic material to
justify campaign proposals
• Whilst recognising contextual
changes in the marketing
environment, acknowledge
relevant psychological concepts
and communications theory.
• Apply digital marketing
techniques and concepts to the
development of a persuasive
digital marketing
communication campaign.
• Make selective and critical use
of relevant academic material to
justify campaign proposals
appropriate visual
materials.
Learning Outcomes
The coursework assessment is designed to enable you to demonstrate the learning outcomes required for the successful completion of the
module, as detailed in the module specification.
On successful completion of this module, students will be able to:
1. Demonstrate understanding of digital marketing communication techniques and concepts.
2. Whilst recognising contextual changes in the marketing environment, acknowledge relevant psychological concepts and
communications theory.
3. Apply digital marketing techniques and concepts to the development of a persuasive digital marketing communication campaign.
4. Research and analyse a digital marketing scenario in order to recommend a strategic response.
5. Confidently propose a coherent campaign of digital marketing activity, using appropriate visual materials.
6. Make selective and critical use of relevant academic material to justify campaign proposals.

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