COURSEWORK QUESTION (INDIVIDUAL REPORT)

Report (25%)

Question: Individual Report. (Learning outcome 3)

In the recent years, digital marketing has been known to be one of the best ways to reach mass consumers both in the local and global market, as such, it is pertinent that digital marketing managers use the most lucrative media channels to reach people, more so when paid media channels are used (Chaffey, D. & Chadwick, F.E, 2019).

For this assignment, students are required to choose a company of their choice and evaluate the relevance and effectiveness of the types of paid media channels used by the chosen organization, then after provide recommendation on how the company can enhance its paid media strategy to be able to reach out to more customers.

Please refer to the brief below for guidance.

• Introduction of the chosen company and its activities.
• Analyze the different types of digital paid media channels used by the company and evaluate its relevance and usefulness to the company.
• Provide recommendation on how to strengthen its digital media strategy considering its effectiveness.

LENGTH REQUIRED

2000 words +/- 10%. Any deviation from this will be penalized.

FORMATTING AND LAYOUT

• A Microsoft Office Word Document or other relevant applications as permitted by module lecturer/ typed using computer. Usage of typewriter or hand - written is STRICTLY not allowed.
• 12 font size, Time New Roman font and bold title and sub titles
• A4 sized paper
• Fully justified alignment
• 1 line spacing
• Margins of 1 at top and bottom; left and right

Appendix 1: Marking Criteria for Report (25%)

No.	Assessment Criteria	Weight	Band Marking	Marks
1.	Analysis of paid digital media channels used by the company Discuss the context in which it is used.	50%	Unacceptable: 0-10 Poor: 11-24 Moderate:25-30 Good: 31-40 Excellent: 41-50
2.	Recommendation to strengthen chosen companys paid media strategy	40%	Unacceptable: 09 Poor:10-19 Moderate:20-30 Good: 31-35 Excellent: 36-40
3.	Report Presentation Appropriate citation and references Style and readability including proper organisation of answers. Involvement and critical discussion Overall presentation	10%	Unacceptable:0-2 Poor: 3-4 Moderate:5-6 Good: 7-8 Excellent: 9-10
				/100
				/25

Appendix 2: Marking Rubric for Report (25%)

Paid digital media channels used by the company.	BM	Recommendation to strengthen chosen companys paid media strategy.	BM	Report Presentation	BM
Excellent analysis of the paid digital media channels used by the company with relevant explanation.	41-50	Excellent recommendation on how to strengthen chosen companys paid digital media strategy with relevant justification and reasoning.	36-40	APA Referencing is used in the most effective manner. Student used proper grammar, punctuation and spelling throughout. Writing is well organized and logically coherent.	9-10
Good analysis of the paid digital media channels used by the company with relevant explanation.	31-40	Good recommendation on how to strengthen chosen companys paid digital media strategy with relevant justification and reasoning.	31-35	APA Referencing is used effectively well however references are not listed in alphabetical order. For the most part, the student used proper grammar, punctuation and spelling. Writing is well organized and logically consistent.	7-8
Average analysis of the paid digital media channels used by the company with acceptable explanation.	25-30	Average recommendation on how to strengthen chosen companys paid digital media strategy with acceptable justification and reasoning.	20-30	APA Referencing is not used in the most effective manner, some information are found to be taken from unreliable sources. References are however listed in alphabetical order. Occasional mistakes in grammar and punctuations are found throughout the report but on the whole, it is well written in a well-organized manner.	5-6
Poor analysis of the paid digital media channels used by the company with very poor explanation.	11-24	Poor recommendation on how to strengthen chosen companys paid digital media strategy with poor justification and reasoning.	10-19	APA Referencing is not used in the most effective manner, some information are found to be taken from unreliable sources. References are not listed in alphabetical order. Student used inconsistent grammar, punctuation and spelling throughout the report. Writing is not well organized.	3-4
Very poor analysis of the paid digital media channels used by the company with irrelevant explanation.	0-10	Very poor recommendation on how to strengthen chosen companys paid digital media strategy with irrelevant justification and reasoning.	0-9	APA Referencing is not used in the most effective manner, some information are found to be taken from unreliable sources. References are not listed in alphabetical order. Student used inconsistent grammar, punctuation and spelling throughout the paper. Some of the sentences are ineffective. Writing is not well organized.	0-2