Faculty of Arts, Business & Social Sciences – Assessment Brief – 2021/ 22
Module code and title
The Marketing Consultant (6MK014)
Module leader
Dr Imran Khan
Diet 1st sit
Assessment type
Individual Report
Submission date
Monday 13/05/2022 by 14:00
Submission method
Canvas upload
Assessment limits
3000 words
Assessment weighting
100%
Assessment brief (if appropriate, please refer to module assessment briefing document)
Overview:
Please note that you need to produce a report, but this has to be based on practical tasks integral to this assignment:
Create an optimised personal digital profile sufficient to apply for a job of your choice. This must include a number of social media profiles based on your justifications and one compulsory optimised blog post.
a) Document your work in an Individual assessment report which should include:
• Analysis
• Plan
• Combination of work done
b) The topic of the blog post should be focussed around:
“How my time at Wolverhampton Business School prepares me for a career in X*?”
*X is to be your career of choice.
Individual Assessment Report structure:
Analysis (at least five references) – 50 marks:
1. You must conduct a search and social media Marketing analysis for those key skills and attributes that are desired by potential employers, in an area where you would like to work (10 Marks).
• Select 3 employers
• List of skills and attributes
2. This should include the keywords for main industry specific skills (10 Marks).
• Use keyword research tools
• Primary and Secondary keywords.
• Tabular justification for the selected keywords
3. This should also include the analysis of key influencers who leading the industry and have large following (10 Marks).
• Pick top three influencers in your industry
• Social platforms they use
• Content they share
4. For the top three of your competitors you should conduct a thorough evaluation (10 Marks):
• Critically analyse three.
• What are their strengths and weaknesses in terms of their use of professional social media profiles?
• Their top networks.
• How often do they engage?
• What are their forms of engagement?
• The type of information produced and consumed.
• What can you learn from their behaviour using social media profiles and Freelancing profiles analysis tools and techniques?
5. Based on your analysis develop your personal benchmarks that you would like to attain within the given time and set up monitoring processes (10 Marks).
Plan (At least five references) – 25 marks:
Based on your analysis:
1. You must produce a search and social media strategy for 3 months. A practical marketing plan that identifies you as an individual who is looking for to establish a career in this field and therefore become a recognisable “brand” (15 Marks).
• Key SMART Objectives – for your strategy implantation using the Specific, Measurable, Achievable, realistic and Time bound indicators. These can be justified with industry benchmarks or examples of other profiles that you are using as a “template” or “guide” for your identity.
2. Map out your target audience and how you will target networks and groups to channel your overall communications (10 Marks).
• Critically justify the selection of specific social media services.
Practical plan implementation – 25 marks:
1. As part of this process, you have to implement your plan, an aspect of which has to be at least one optimised blog post, which will allow you to be noticed by the industry. Consider creating a profile on free platforms such as www.wordpress.com which allows you to install and customise a WordPress blog. Please show evidence of amplification (10 Marks).
• For the blog post you could take a screen shot and highlight in the code the positions of your keywords and their importance in helping you to rank for a particular keyword.
2. One of the key criteria for your assessment is the implementation of as many search and social media techniques as appropriate for your Search Engine Results Page (SERP) positioning. For example, how you have approached search engine optimisation, social media (including video, audio, etc.) or mobile opportunities. The more of your profiles you manage to rank on the first three pages, the higher your chances of being noticed. The keyword for the SERP positioning is your “first and last name” for example “Imran Khan”. At least one other primary keyword for which you must optimise your profiles is that related to the industry that you have identified in your plan (15 Marks).
• Based on your plan (primary and secondary keywords) demonstrate how you put the theory into practice by developing and optimising your profile using appropriate online channels.
• Screenshots of SERPS before and after you have started your project highlighting your digital identities and explaining how this will benefit you in the long term.
• Screenshots of your different profiles and indication of how you have used your keyword research to optimise on-page and off-page assets. For example, how you wrote your Twitter profile description and used the primary keyword in the choice of your username and linking to your other online properties.
• If you are using LinkedIn how you completed your professional profile and how you identified the relevant user discussion groups etc.
Report Aim:
Further Guidance
1. The maximum word limit for this assessment is 3000 words. This does not include figures, tables, and appendices which you may use to support your work.
2. Please reference your work using Harvard Style referencing. Harvard referencing is required for this assessment. This includes Harvard style citations in the main text and full Harvard references in the reference list. You must support your work with appropriate references throughout.
3. Further guidance will be available in lectures (please see the scheme of work for specific assessment support sessions) and via the Panopto tab on Canvas. Please make use of the support available to you.
4. Appropriate sources include academic journal articles and academic texts. Examples of poor sources include Wikipedia, Tutor Zone, Bus.net and other independent websites which are not credible. Please refer to journal articles such as those viewable via Google Scholar and the Universities database, along with academic textbooks which are available in the library.
5. Referencing and Academic Writing workshops are held regularly by the library services. Please ask a member of staff in the Harrison Learning Centre or view the LIS pages of the Universities Webpage for more details.
Assessment Criteria (The actual assessment components for this assignment)
Criteria Weighting (If applicable)
Analysis 50
Plan 25
Implementation 25
Pass mark
Undergraduate 40%
Performance descriptors in use;
• University of Wolverhampton
Return of assessments (Instructions for return / collection of assessments) Feedback will be within 4 weeks
This assessment is testing Module Learning outcomes Tick if tested here
LO1 Critically discuss and evaluate the contemporary issues and opportunities within search, social media and freelance marketing. v
LO2 Critically examine and analyse the optimisation of social media platforms. v
LO3 Examine the role of digital marketing tools and their application within a range of complex business environments. v
LO4 Critically evaluate the use of digital marketing tools, strategic processes and their influence to support the implementation of freelance marketing. v
LO5 Demonstrate analytical, problem-solving, communication, planning and management skills using digital marketing tools v
Additional information for students
The University’s Learning Information Services have produced a series of guides covering a range of topics to support your studies, and develop your academic skills including a guide to academic referencing http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx
Your module guide and course handbook contain additional and important information regarding;
• The required referencing style for your assignment.*
Whilst many modules require referencing in accordance with the Harvard Referencing convention, some modules – for example those within the School of Law – require Oxford Referencing. Please familiarise yourself with the requirements of your module.
• Submission of your work
• Marking, feedback and moderation in accordance with the University of Wolverhampton Assessment
Handbook
• Extensions on submission dates *
• Additional support *
• Academic conduct with regards to cheating, collusion or plagiarism *
• Links to appropriate sources of relevant information *
* Further information regarding these and other policies can be accessed through your student portal on wlv.ac.uk.
Always keep a copy of your work and a file of working papers
The requirement to keep a file of working papers is important. There may be circumstances where it is difficult to arrive at a mark for your work. If this is the case, you may be asked to submit your file and possibly meet with your tutor to answer questions on your submission.
When you submit your work you will be required to sign an important declaration confirming that:
• The submission is your own work
• Any material you have used has been acknowledged and appropriately referenced • You have not allowed another student to have access to your work • The work has not been submitted previously.
The following information is important when:
• Preparing for your assignment
• Checking your work before you submit it
• Interpreting feedback on your work after marking.
Module Learning Outcomes
Module Learning Outcomes are specific to this module, and are set when the module was validated.
Assessment Criteria
The module Learning Outcomes tested by this assignment, and precise criteria against which your work will be marked are outlined in your assessment brief.
Performance Descriptors
Performance descriptors indicate how marks will be arrived at against each of the assessment criteria. The descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.
To help you further:
• Re-sit opportunities are available for students who are unable to take the first sit opportunity, or who need to re take any component.
• Refer to the VLE topic for contact details of your module leader / tutor, tutorial inputs, recommended reading and other sources, etc. Resit details will also appear on the VLE module topic.
• The University’s Learning Information Services offer support and guidance to help you with your studies and develop your academic skills http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx
FABSS Generic Assessment Performance Descriptors
Based on – University Performance Descriptors (updated September 2015)
Note that these are generic descriptors that apply mainly, though not exclusively, to written academic work. The relevant performance descriptors for the appropriate level (as
below) should appear in the module guide.
Any further module-specific assessment criteria, such as number of words, should be clearly stated in the assignment brief.
The pass rate at levels 3 -6 = 40%
Level 6 (Graduate level)
90-100%
Exceptional level of analysis, showing deep critical engagement with a comprehensive range of contextual material. Demonstration of independent thought resulting in highly original or creative responses to the assignment. Provision of clear evidence of understanding of current scholarship and research based on an extensive range of relevant sources. Extreme clarity of structure demonstrating complete focus of argument.
No obvious errors in referencing or grammar or syntax as appropriate.
80-89% Excellent links between relevant ideas, theories and practice. Evidence of clearly independent scholarship and the ability to engage critically and analytically with a wide range of contextually relevant resource material.
Demonstration of original insights, supported by extremely well structured overall argument.
Very few errors in referencing or grammar or syntax as appropriate.
70-79%
Very good links between a range of different ideas and theories. Places issues in a wider context. Evidence of clear understanding of a range of relevant theories and application of these appropriately. Independent ideas, well argued and supported.
Few errors in referencing or grammar or syntax as appropriate.
60-69%
Clear links between theory and practice. Good coverage of assignment issues. Full understanding of core issues.?Evidenced level of understanding of appropriate theory and concepts.
Some small repeated errors in referencing or grammar or syntax as appropriate
50-59%
Identifies main issues and relevant theory. Coverage of most of assignment issues. Competent application of relevant theory and states obvious links to practice.
Some repeated errors in referencing or grammar or syntax as appropriate.
40-49%
40% Pass mark
Demonstration that the learning outcomes have been met. Makes few links between theory and practice. Answers question in a very basic way.
Describes relevant theory accurately, and some relevant ideas offered.
Limited coherence of structure.
30-39%
Compensatabl
e Fail Some learning outcomes and / or assessment criteria not met.
Inadequate content with issues not addressed; insufficient evidence of understanding of relevant theory and concepts and only partial understanding shown. Very limited application of theory. Use of extensive quoted passages is evident.
Evidence of sufficient grasp of learning outcomes to suggest that the student will be able to retrieve the module on resubmission.
20-29% Fail No learning outcomes fully met.?No demonstration of adequate knowledge or understanding of key concepts or theories. There is no
recognition of the complexity of the subject.
10-19% Fail Little attempt to engage with assignment brief and has not met learning outcomes. Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
0-9% Fail
No real attempt to address the assignment brief or learning outcomes.
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