Unformatted Attachment Preview
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Project!assignment!brief!!
Module!Title:!
Title!of!Assignment:!
HandHout!date:!
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HandHin!date:!
!
Weighting!within!the!
module!
Word!limit/presentation!
criteria!
Search!and!Social!Media!Marketing!
Online!campaign!project!(RKC)!cw2!
March!2017!
Level!7!
Please!see!submission!deadline!in!OnlineCampus.!
50%!!
Project!report!word!limit!is!3000!words.!!
!
A!10%!penalty!will!be!imposed!for!every!100!words!over!the!word!
limit!
Learning!Outcomes!to!be! 1.! Critically! evaluate! the! principles! and! processes! involved! in!
assessed!!
developing! integrated! marketing! communications,! including!
(from!module!spec.)!
the! impact! of! technology! and! other! environmental! influences!
!
on!marketing!communications!and!the!media.!!
!
2.! Analyse! the! benefits,! problems! and! challenges! faced! by!
businesses! in! using! various! social! media! marketing!
communication!tools!within!complex!global!environments.!
3.! Critically! discuss! the! evolution! of! online! marketing! strategies!
and!the!latest!trends!and!practices.!
4.! Critically!discuss!and!evaluate!websites!based!on!their!search!
and!social!media!optimisation!and!digital!presence.!!
5.! Develop! a! digital! marketing! strategy! focusing! on!
content/message!
leading!
to!
media/channel!
and!
tracking/measurement!of!implementation.!
!
!
Details!of!the!task:!
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!
!
!
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Your!assignment!is!to!critically!analyse!a!website,!provide!
recommendations!to!improve!its!search!results,!and!plan!an!
online!ad!campaign!to!promote!the!site.!You!are!encouraged!to!
use!your!creativity!and!select!tools!to!make!this!possible.!
!
Select!just!ONE!of!the!following!websites:!
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•! Robert!Kennedy!College!–!http://rkc.edu!!
•! Salford!Business!School!–!
http://www.salford.ac.uk/business7school!!
•! Your!own!company!website!(must!be!in!English!with!a!
minimum!of!5!pages)!
1
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Project!report!structure:!!
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I.!Scholarship!H!25!marks:!!
!
You!must!conduct!market!research!and!data!analysis!to!provide!a!
thorough!justification!for!your!recommendations.!!
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This!can!include!primary!data!(current!website!content,!interviews!
or!surveys!of!potential!users),!a!tabular!extract!from!Keyword!
Research,!competitor!activity!analysis!in!this!area,!screen!shots!
of!current!competitors’!ranking!for!your!primary!keyword!terms!
using!different!tools!such!as!Google!Keyword!planner!tool,!
Google!Trends,!Google!Insights!for!Search,!etc.!!
!
II.!Analysis!–!25!marks:!!
!
You!must!critically!evaluate!the!principles!and!processes!involved!
in!search!engine!optimization!and!website!content!strategy.!This!
consists!of!3!parts:!!
!
1.!Evaluation!of!current!rank.!Use!SEMRush,!Open!Site!
Explorer!and!a!number!of!other!tools!to!record!the!site's!overall!
Google!Rank,!backlinks,!and!other!relevant!data.!Please!be!sure!
to!note!the!exact!date!of!your!evaluation,!since!the!website!may!
change.!Why!do!you!think!the!site!is!not!ranking!higher?!Please!
support!your!opinion!with!research.!
!
2.!Keyword!evaluation.!Select!a!minimum!5!keywords!using!
Google!AdWords!Keyword!Planner,!and!show!their!average!
monthly!searches!and!competition!level.!Why!did!you!select!these!
keywords?!While!noting!that!individual!results!may!vary,!where!
does!the!website!currently!rank!in!terms!of!SERP!(Search!Engine!
Results!Page!and!page!position)?!How!do!key!competitors!rank!
on!the!same!keywords?!
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!
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3.!AIDA+!evaluation.!In!your!opinion,!how!well!does!the!current!
website!create!Awareness!of!the!brand!and!product/service!it!
offers`!create!Interest!in!readers!to!find!out!more`!create!Desire!
for!the!product/service`!generate!Action!in!terms!of!conversions!
(such!as!purchasing,!registration,!or!business!objective)`!and!
provide!Satisfaction!to!current!and!past!customers!(customer!
service,!postapurchase!communications,!etc.).!
!
III.!Campaign!–!50!marks:!
!
Based!on!your!analysis,!create!a!brief!online!campaign!plan.!This!
includes!5!parts:!
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2
Assessment!Criteria:!
1.!Audience.!Identify!the!relevant!target!audience/customers!for!
your!campaign.!
!
2.!SMART!goals.!Set!oneayear!objectives!for!your!website!that!
are!Specific,!Measurable,!Achievable,!Relevant,!and!Timeabound.!
This!should!include!both!SEO!and!AIDA+!performance.!
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3.!KPI's.!Set!Key!Performance!Indicators!to!measure!whether!
your!SMART!objectives!are!being!met.!
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4.!Content.!Identify!the!major!content!changes!you!would!make!
on!the!website!to!achieve!your!objectives,!and!justify!your!
recommendations!using!research.!This!includes!placement!of!
keywords,!renaming!sections,!adding!or!deleting!other!sections,!
and!inclusion!of!multimedia!content!(games,!videos,!etc.).!
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5.!Online!ad!campaign.!With!a!hypothetical!budget!of!
US$10,000,!plan!an!ad!campaign!with!text!ads!on!Google,!
Facebook,!LinkedIn!OR!Twitter.!(Pick!2!of!the!4,!and!do!not!do!
banneratype!display!ads.)!What!keywords!will!you!target,!and!
what!will!your!ad!say?!Show!your!planned!budget!in!detail.!Be!
original!—!do!not!copy!any!ads!that!are!being!run!now!or!in!the!
past.!
!
(Total:!100!marks)!
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!!
Marking!Scheme!
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The!attached!guidance!is!in!addition!to!the!general!assessment!
criteria!guidelines!for!degree!classifications!contained!in!your!
programme!handbook.!!Your!attention!is!also!drawn!to!the!School!
policy!on!plagiarism!and!referencing!and!you!should!make!
reference!to!the!University!study!guide!web!site!
www.edu.salford.ac.uk/studyskills
!
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3
•! Project(report(and(Artefact(
Indicative Grades:
90-100
“Shining example”
Outstanding
Scholarship:
Independence of work
conducted, research,
linking of knowledge
from other modules,
different analytics and
competitors’ analysis.
Outstanding
independent
scholarly work,
showing a high level
of synthesis and
analysis. Use of high
quality sources.
Organisation:
Of a) pilot project work
and b) campaign
proposal. Gantt Chart
for work done and
campaign launch, work
allocation chart, Risk
assessment, minutes
etc.).
Process Report (approximately 50%
weighting )
Overall level
(indicative – not for grading)
Practical or
consultancy
deliverables (where
appropriate)
(Academic justification
of work conducted)
Artefact (approx. 50%
weighting)
Artefact:
Outstanding
organisation, using
all required and
supplementary
processes.
Outstanding
initiative and
campaign
implementation
The project output
was of outstanding
quality and
exceeding
expectations. Use of
extensive research
and creativity.
80-89
70-79
60-69
“To professional
standard”
Excellent
Excellent scholarly
work, some
synthesis and
analysis of peer
reviewed
publications.
Excellent level of
independent work.
Excellent
organisation, using
all required
processes and
practices.
Excellent initiative.
“Went beyond
expectations”
Very Good
Very good scholarly
work. Some
synthesis or analysis.
Very good level of
independent work
“Fulfilled the
requirements”
Good
Good evidence of
scholarly work
Good level of
independent
work
“Need for
improvement”
Fair
Fair evidence of
scholarly work,
with some
deficiencies.
Project required
supervision
Very good
organisation utilising
all required
processes and
practices.
Very good initiative.
Good
organisation
utilising
appropriate
required
processes and
practices
Fair organisation
utilising most
required processes
and practices
The project output
was of excellent
quality. Excellent
use of research and
creativity to justify
the campaign.
The project output
was of very good
quality. Very good
use of research and
creativity to justify
the campaign.
The project
output was of
good quality.
Good use of
research and
creativity to
justify the
campaign.
The project output
was of fair
quality. Fair use
of research and
creativity to
justify the
campaign.
4
50-59
40-49
0-39
“Just about
managed”
Adequate
Adequate scholarly
work conducted;
deficiencies in
synthesis and
independent
thought.
Project required a
lot of supervision
Adequate
organisation
utilising some
required processes
and team working
practices
“There is a lot to
learn”
Unacceptable
From unsatisfactory
to extremely poor
scholarly work. 0 is
given for no attempt
to engage with
scholarly activities.
Project required high
level of supervision
From unsatisfactory
to extremely poor
organisation utilising
very few required
processes and team
working practices
The project output
was of adequate
quality. Adequate
use of research and
creativity to justify
the campaign.
The project has failed
to meet the minimum
justification or
creativity to develop
a good eCommerce
marketing campaign.