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MKT 2207
August 2017
Individual Critical Assignment
“DIGITAL MARKETING ESSENTIALS”

INSTRUCTIONS:

Individual Assessment
Due date: Week 12

Weightage: 50% of total assessment in subject

Word limit: Absolute maximum of 2500 words (excluding

references, executive summary, table of content
and appendices)

Assessment rationale
This assignment is designed to help develop your ability to undertake research from a wide range of sources and develop in-
depth insight into the future of
digital marketing.
Task – Written Report
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You are required to critically review the article titled “Using lift-testing to measure the true value of digital marketing in
the cross-device world” by Dominic Williamson published in Applied Marketing Analytics Vol. 2 (105-110) No. 2 – Year
2016. You are to highlight the main findings, identify key issues cited in the article, criticism of the literature by other
digital marketing authors, discuss limitations of this study, future implications and your recommendation. Use appropriate
theory and references in your write up.

1. You should include the following report structure:

Please use appropriate headings to cover each aspect of this assessment task. You will definitely need to use at least the
following headings:

1. Table of contents
2. Introduction
3. Key Issues & Challenges
4. Limitation & Implications
5. Criticism of the Literature
6. Recommendations
7. Conclusion
8. Reference List

***Please refer to the UG Standard Assessment.

Module Code: MKT 2207 Digital Marketing Essentials Lecturer:____________________ Student: ________________________________________

ESSAY Presentation & Use & presentation of Harvard Content/ Terms/ Findings/ Breadth / Depth / Analysis /Critical evaluation Any other
structure Referencing Definitions/ Calculations Integration of /Discussion /Exposition/Reflection lecturer
Literature instructions
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Task details Follows essay Follows Harvard style for in- Content included - specify task Integration & Line of argument, development of
structure & keeps text citation & Reference List requirements as in module guide & application of discussion add instructional verbs
to word limit of ... coursework guidance information - from to suit the task & level
Use a minimum of ... sources
coursework guidance
/module guide
/marks /e.g. 10 /e.g. 5 Marks / e.g. 15 Marks /e.g. 30 Marks /e.g. 40 Marks Lecturer
Marks comments:
80-100 Outstanding... Outstanding... Standard of Outstanding... Exploration of topic Outstanding... Outstanding... Level of
Presentation & referencing within text & showing excellent knowledge & Business insight & discussion/analysis/ critical
Outstanding essay structure, with consistent use of Harvard understanding through thorough & application. evaluation &/or reflection.
flowing paragraphs. referencing system. appropriate research. Breadth, depth & Highly developed/ focused work.
Articulate & fluent Accuracy of in-text references Impressive choice and range of integration of
academic writing & full details shown in appropriate content. literature/data into
style Reference list. work.
No grammatical /
spelling errors.
70-79 Excellent ... Excellent... Standard of Excellent ... Level of knowledge & Excellent ... Excellent... Level of
Presentation & referencing within text & understanding demonstrated. Business insight & discussion/analysis/ critical
Excellent essay structure, with consistent use of Harvard Evidence of appropriate reading. application. evaluation &/or reflection clearly
flowing paragraphs. referencing system. Covers all relevant points & issues. Breadth, depth & developing points in the appropriate
Articulate & fluent Accuracy of in-text references integration of way with thorough consideration of all
academic writing & full details shown in literature/data into possibilities.
style. Reference list. work.
Only a minor error.
60-69 Very good... Very good... Standard of Very good... Level of knowledge & Very good... Very good... Level of
Presentation & referencing within text & understanding demonstrated. Business insight & discussion/analysis/ critical
Very Good essay structure, with consistent use of Harvard Covers most relevant points & application. evaluation &/or reflection & a few
flowing paragraphs. referencing system. issues. Breadth, depth & ideas/points could benefit from further
Fluent academic Accuracy of in-text references Few errors / omissions in integration of development &/or
writing style. & full details shown in content/calculations. literature/data into evaluation/comparison.
Very few Reference list. work.
grammatical errors
& spelling mistakes.
50-59 Good... Clear Good... Standard of Good... Grasp of the topic & some Good... Business Good... Level of discussion/analysis/
presentation & referencing within text & of its implications presented. insight & application. critical evaluation &/or reflection but
Good essay structure with consistent use of Harvard Knowledge & understanding is Breadth, depth & more ideas/points could be
paragraphing. referencing system. demonstrated. integration of addressed /developed further.
Writing is mainly Accuracy of in-text references Minor errors / omissions in content/ literature/data into
clear but some & full details shown in calculations. work.
spelling &/ or Reference list.
grammatical errors.
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40-49 Satisfactory... Satisfactory... Basic Satisfactory... Content / level of Satisfactory... Satisfactory... Basic evidence of
Basic essay referencing within text & knowledge of the topic. Addresses Business insight & discussion/analysis/ critical
Satisfactory structure. consistent use of Harvard part of the task. Some errors / application. Limited evaluation &/or reflection but some
Not always written referencing system. omissions in content/ calculations. integration with points superficially made so need
clearly & has Accuracy of in-text references May benefit from further research. literature/ data. further development.
grammatical & / or & full details shown in Use of literature/data
spelling errors. Reference list. but limited in breadth
OR depth.
30-39 Weak... Essay Weak...Use of Harvard Weak... Limited content / Weak... Weak... Limited evidence of
format, limited or referencing system with errors knowledge/ calculations. Limited or Unsatisfactory discussion/analysis/ critical
Marginal Fail poor structure. & inconsistently applied. muddled understanding of the evidence of business evaluation &/or reflection.
Muddled work with Limited referencing within the topic/question. application & insight More development & comment
many spelling & / or text. Limited accuracy of in- Does not meet all the learning Work needs to show needed. May need to do more than
grammatical errors. text references compared to outcomes. better links between describe.
those in the final Reference practical application
list. & theory.

20 – 29 Inadequate... Essay Inadequate... Use of Harvard Inadequate... Lacking in relevant Inadequate... Lacks Inadequate... Lacking / inadequate
format & poor referencing with many errors content/ knowledge/calculations. evidence of business level of discussion/ analysis/critical
Clear Fail paragraphing / &/or inconsistencies. Content irrelevant / inaccurate. application & insight. evaluation & /or reflection.
signposting. Does not meet all the learning Some literature Descriptive.
Inappropriate writing Must see CASE outcomes. irrelevant to topic. Must see CASE
style
Poorly written &/or
poor spelling &
grammar. Must
see CASE
1 – 19 Nothing of merit... Nothing of merit... No or little Nothing of merit... Unsatisfactory Nothing of merit... Nothing of merit... Unsatisfactory
Poorly written work, attempt to use the level of knowledge demonstrated. No evidence of level of discussion/analysis/critical
Little or lacking structure, recommended Harvard Content used irrelevant / not appropriate business evaluation &/or reflection
Nothing of paragraphing / referencing system. appropriate/ to the topic. Does not application & insight.
merit signposting. meet the learning outcomes. Must see CASE
Many inaccuracies Must see CASE
in spelling &
grammar.
Must see CASE

This form is used by staff & students to provide feedback to assist students’ future work.
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SUBMISSION RULES:

1. In – class and by hand personally.

2. Written Report - Hard copy, no comb binding and printed in colour.
3. Late submission will get “0” marks.
4. FULL Turnitin report (below 20% similarity index)
5. Attach a copy of the article together with final hardcopy of written report