digital marketing




Faculty of Business and Law


Undergraduate Assignment Brief



This document contains important information about your assignment. Please read the information below. Your assignment is at the end of this document.


MODULE TITLE:                 Digital Marketing               




Module Code Level Credit Value Module Leader







Kardi Somerfield




Assignment title:


PJ1 – E-Portfolio
Assignment weighting: 50%



20th April 2018

Feedback and Grades due:


18th May 2018

Resit Date


13th July 2018



Assessment Task


This assignment asks you to demonstrate your knowledge and understanding of the theories and frameworks discussed in class and analyse their application in the marketing industry. The work should be presented in an e-portfolio – i.e. a web-based submission with multiple pages or sections representing the different contents required.


This module is structured in 5 topic blocks. Each topic culminates in a portfolio entry. They are by their nature varied and require thought about how they should be presented and what should be included. Identify the sources of your information throughout. You are encouraged to illustrate your entry with relevant photos / images




Write up your understanding of the Ladder of Engagement, with academic references.

Identify a company which engages with customers at several levels on the ladder of engagement.

Describe the elements of the ladder of engagement you have been able to identify in your example



Identify a social media platform of your choice (e.g. Pinterest, Linked In, Weibo)

Briefly describe the way marketers use it.

Critique the social medium chosen using a framework from a textbook



Create a suitable website checklist. Maybe you need different criteria for different types of website?

Apply the checklist you have created to a website of your choice

You may illustrate your entry with photos / images / screenshots


    Select a digital trend either from class or another appropriate source

Evaluate the trend from the point of view of the marketer – how do you envisage brands being able to take advantage of the trend.



Select a medium which has moved from offline to digital (sometimes in addition to offline) – for example television, radio, newspapers, magazines
Document the transition to digital in the UK or another market of your choice support your analysis with facts – e.g. statistics and dates from good quality sources

What does this mean for marketers – what advantages does it bring?


General Guidance


Create an online portfolio of your activities including an introduction and references page.


  • Set up a web based portfolio using a suitable free tool (MyPad, GoogleSites, Wix for example) with consideration to design, flexibility, security and layout.
  • Present your work in a manner suitable for a business audience – you should consider navigation (menus) and take care not to bury your content as attachments which the reader must download or open.
  • Use an appropriate structure for your portfolio.
  • You should include references to suitable academic texts and use Harvard Referencing throughout.


Word Limits (where appropriate)


There is no set word limit for this assignment however each entry should be around 500 words in length. Excessive content resulting in a poor user experience on the website (e.g. excessive scrolling or dense panels of text) will not be rewarded, and may detract from the presentation aspect of the grade.


Assessment Learning Outcomes


Your assessment will be marked according to the extent to which you have met the learning outcomes described below. You should therefore endeavour in your assignment to meet these outcomes as fully as you can.


  • Define and demonstrate an understanding of e-marketing theory


  • Recognise and be able to recommend digital technologies and e-marketing practises for developing Customer Relationship Management strategies and reaching new potential customers


  • Appreciate the impact of social media marketing and justify the marketing opportunities it presents


  • Analyse, critique and evaluate examples of digital marketing from a ‘real’ world context


  • Apply digital marketing theories, concepts and models to e-marketing examples implemented using digital technologies


  • Critique various companies’ website designs and formulate comparisons to review best practise for traffic building.


  • Propose and evaluate academic and practitioner commentaries including arguments identified by e-marketing


  • Identify and utilise sources of information including digital technology sources to demonstrate understanding and application of theory


  • Present information, ideas and viewpoints in respect to digital marketing effectively in a portfolio of evidence. Apply concepts, theories and models to business practice clearly and cogently and justify stated viewpoints.

Assessment Grading Criteria


This assignment is assessed on a marking rubric, an example of which is shown below. You can see the relative weighting of each criteria down the side, and the evaluation which broadly relates to A, B, C, F, G along the top. Each submission will have its own criteria which will be made available to you – this is an indicative rubric.


You will receive your rubric grades as part of your feedback.





Assessment Submission


To submit your work, please go to the ‘Submit your work’ area of the Module NILE site. Your submission should be the URL linking to your website. If you have secured your site using a password, you should give instructions about how your tutor is to view the site (editing permission not required). It is your responsibility to check that your site can be accessed from someone not logged into the platform i.e. such as your tutor.


You will receive an email confirmation and the system will record the date and time you submit. In the unlikely event of work getting lost, the receipts will show that work has been submitted. Without a receipt there is no evidence to show that the work has been undertaken, and you may be given a “G” grade. All submissions must be by 11:59pm of the deadline day.


The deadline for submitting this assessment is 23:59 on the deadline day (UK local time).


Assessment Support/Feedforward


Guidance on how to complete the task will be given in class and can also be submitted/viewed in the Frequently Asked Questions section in the PJ1 area on NILE (viewed on the tab ‘Assessments’).


Important note on academic integrity


It is important that your work is your own work and does not contain unattributed material from books, journals, the internet or other sources.


Violating the universities policy on academic integrity can have serious implications for you including failing the assignment, failing the module and expulsion from the university.


Your work will be subject to Turnitin anti-plagiarism detection software.  Turnitin checks student work for textual matches against books, journals, internet sources and the work of other students both at Northampton and other universities.


Further information on assessments and academic integrity can be found on:





N.B. Work emailed directly to your tutor will not be marked.


Late submission of work


If an item of assessment is submitted late and an extension has not been granted, the following will apply:


  • Within one week of the original deadline – work will be marked and returned with full feedback, and awarded a maximum bare pass grade of D-.
  • More than one week from original deadline – maximum grade achievable LG (L indicating late).




The University of Northampton’s general policy with regard to extensions is to be supportive of students who have genuine difficulties, but not against pressures of work that could have reasonably been anticipated.  Please refer to the Undergraduate Handbook for advice on extensions.  There are NO extensions for resits.



Feedback and Grades

Your grade and overall summary feedback will be available in GradeCentre on the Feedback and Grades due date mentioned above.


Mitigating Circumstances

For guidance on Mitigating circumstances please go to where under Student Issues you will find detailed guidance on the policy as well as guidance and the form for making an application.


Please note, however, that an application to defer an assessment on the grounds of mitigating circumstances should normally be made in advance of the submission deadline or examination date.
















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