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MODULE NAME: MODULE CODE:

DIGITAL MARKETING 2A DIGK6221
DIGITAL MARKETING 2A DIGK6211
DIGITAL MARKETING 2A DIMK6211/p
DIGITAL MARKETING 2A DGMT6212/w

ASSESSMENT TYPE: ASSIGNMENT 1 (PAPER ONLY)

TOTAL MARK ALLOCATION: 100 MARKS

TOTAL HOURS: 10 HOURS

By submitting this assignment, you acknowledge that you have read and understood all the rules as
per the terms in the registration contract, in particular the assignment and assessment rules in The
IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in the
Intellectual Integrity Policy (IIE023), as well as any rules and regulations published in the student
portal.

INSTRUCTIONS:

1. No material may be copied from original sources, even if referenced correctly, unless it is a
direct quote indicated with quotation marks.
2. Please ensure you attach an originality report to your assignment if required.
3. Make a copy of your assignment before handing it in.
4. Assignments must be typed unless otherwise specified.
5. All work must be adequately and correctly referenced.
6. Begin each section on a new page.
7. Follow all instructions on the assignment cover sheet.
8. This is an individual assignment.

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Referencing Rubric

Providing evidence based on valid and referenced academic sources
is a fundamental educational principle and the cornerstone of high-
quality academic work. Hence, The IIE considers it essential to
develop the referencing skills of our students in our commitment to
achieve high academic standards. Part of achieving these high
standards is referencing in a way that is consistent, technically
correct and congruent. This is not plagiarism, which is handled
differently.
Poor quality formatting in your referencing will result in a penalty of
a maximum of ten percent being deducted from the percentage
awarded, according to the following guidelines. Please note,
however, that evidence of plagiarism in the form of copied or
uncited work (not referenced), absent reference lists, or
exceptionally poor referencing, may result in action being taken in
accordance with The IIE’s Intellectual Integrity Policy (0023).
Markers are required to provide feedback to students by indicating
(circling/underlining) the information that best describes the
student’s work.
Minor technical referencing errors: 5% deduction from the
overall percentage – the student’s work contains five or more
errors listed in the minor errors column in the table below.
Major technical referencing errors: 10% deduction from the
overall percentage – the student’s work contains five or more
errors listed in the major errors column in the table below.
If both minor and major errors are indicated, then 10% only (and
not 5% or 15%) is deducted from the overall percentage. The
examples provided below are not exhaustive but are provided to
illustrate the error

Required:
Technically correct referencing
style
Consistency
• The same referencing format
has been used for all in-text
references and in the
bibliography/reference list.
Technical correctness
Referencing format is technically
correct throughout the
submission.
Position of the reference: a
reference is directly associated
with every concept or idea.
For example, quotation marks,
page numbers, years, etc. are
applied correctly, sources in
the bibliography/reference list
are correctly presented.
Congruence between in-text
referencing and bibliography/
reference list
• All sources are accurately
reflected and are all accurately
included in the bibliography/
reference list.
In summary: the recording of
references is accurate and
complete.
Minor errors in technical correctness of
referencing style
Deduct 5% from percentage awarded
Minor inconsistencies.
• The referencing style is generally
consistent, but there are one or two
changes in the format of in-text
referencing and/or in the bibliography.
• For example, page numbers for direct
quotes (in-text) have been provided for
one source, but not in another instance.
Two book chapters (bibliography) have
been referenced in the bibliography in
two different formats.
Generally, technically correct with some
minor errors.
• The correct referencing format has been
consistently used, but there are one or
two errors.
• Concepts and ideas are typically
referenced, but a reference is missing
from one small section of the work.
• Position of the references: references
are only given at the beginning or end of
every paragraph.
• For example, the student has incorrectly
presented direct quotes (in-text) and/or
book chapters (bibliography/reference
list).
Generally, congruence between the in-
text referencing and the bibliography/
reference list with one or two errors.
• There is largely a match between the
sources presented in-text and the
bibliography.
• For example, a source appears in the
text, but not in the bibliography/
reference list or vice versa.
In summary, at least 80% of the sources
are correctly reflected and included in a
reference list.
Major errors in technical correctness of referencing
style
Deduct 10% from percentage awarded
Major inconsistencies.
• Poor and inconsistent referencing style used in-
text and/or in the bibliography/ reference list.
• Multiple formats for the same type of referencing
have been used.
• For example, the format for direct quotes (in-text)
and/or book chapters (bibliography/ reference
list) is different across multiple instances.
Technically incorrect.
• The referencing format is incorrect.
• Concepts and ideas are typically referenced, but a
reference is missing from small sections of the
work.
• Position of the references: references are only
given at the beginning or end of large sections of
work.
• For example, incorrect author information is
provided, no year of publication is provided,
quotation marks and/or page numbers for direct
quotes missing, page numbers are provided for
paraphrased material, the incorrect punctuation is
used (in-text); the bibliography/reference list is
not in alphabetical order, the incorrect format for
a book chapter/journal article is used, information
is missing e.g. no place of publication had been
provided (bibliography); repeated sources on the
reference list.
A lack of congruence between the in-text
referencing and the bibliography.
• No relationship/several incongruencies between
the in-text referencing and the
bibliography/reference list.
• For example, sources are included in-text, but not
in the bibliography and vice versa, a link, rather
than the actual reference is provided in the
bibliography.
In summary, at least 60% of the sources are
incorrectly reflected and/or not included in
reference list.

Overall Feedback about the consistency, technical correctness and congruence between in-text referencing and bibliography:

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Review the below and answer the questions that follow

Source: https://www.smartinsights.com/digital-marketing-strategy/digital-marketing-trends-
innovation/ [Accessed 21 February 2023].

Question 1 (Marks: 20)

Q.1.1 Right touching is important to incorporate into your digital marketing strategy , what (20)
strategies can be inocorparited into a digital marketing strategy to get a customer
from customer acquisition to retention and provide examples on how that can be
achieved and through using which medium.

Question 2 (Marks: 40)

Q.2.1 The Ansoff-matrix have been around for more than 40 years to help Marketers to (20)
determing strategic priorioties . Through using the Ansof Matrix practically apply the
strategies to Starbucks , include practical examples and also include a visual of the
ANSOFF matrix.

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Q.2.2 There is a big discussion about people vs. automation in the modern age , using your (5)
own knowledge and that of the textbook do you think the one can exist without the
other ? justify your answer accordingly.

Q.2.3 There are many factors that companies can make use of to win a customers trust , (10)
mention five of these factors and include examples.

Q.2.4 State how can companies make use of reviews to bump up their conversions to (5)
increase traffic.

Question 3 (Marks: 40)

Q.3.1 Many companies are now using digital marketing through venturing online, your (10)
textbook makes mention of WEB 2.0. Conduct further research and state what is
projected to come after WEB 2.0.

Q.3.2 Social media is playing an important role in businesses and the digital world , briefly (20)
explain how social media can be used to create stronger brands and more customer
engagement.

Q.3.3 We are all familiar with apps, companies can add value through apps. (10)
Making use of your textbook and extra research use an app of your choice and
explain how the company can use the app to add value.

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard
QUESTION 1.1
Knowledge: • Theoretical concepts • Theoretical concepts • There is some focus • Key points of the theory are
Award 10 are not explained; are correctly on the most identified and explained;
mark for • Concepts are explained; important concepts; • Able to paraphrase all concepts;
correct presented incorrectly; • Not all theoretical • There is logic in the • All concepts have examples .
mention of all • The incorrect concepts are directly organisation of the
10 right concepts have been relevant; concepts.
touching selected. • There no examples • There are few
checklist examples imlcuded.
items.

Award 1 0
marks for
including a 0 – 5Marks 6-11 Marks 12 -16 Marks 17-20 Marks
example of
each.

[20 Marks]

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard
QUESTION 2.1
Knowledge: • Theoretical concepts • Theoretical concepts • There is some focus • Key points of the
Awardmarks are not explained; are correctly on the most theory are identified
for the visual • Concepts are explained; important concepts; and explained;
Award marks
for the correct
presented incorrectly; • Not all theoretical • There is logic in the • Able to paraphrase
application • The incorrect concepts are directly organisation of the all concepts;
applicable to concepts have been relevant; concepts. • All concepts have
STARBUCKS . selected. • There are few • There are few examples.
Examples • There is no visual of examples and they examples imlcuded • There is a Visual of
need to be
the ANSOFF Matrix are based on based on Starbucks. the ANSOFF matrix
included .
• The strategies are not Starbucks. • There is a visual • All 16 stratgeies are
[20 Marks] discussed. • There is a Visual of included of the discussed
the ANSOFF matrix. ANSOFF matrix.
• None or few of the • Only a few of the 16
strategies are strategies are
discussed. discussed.
0 – 5Marks 6-11 Marks 12 -16 Marks 17-20 Marks

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard
QUESTION 2.2.
Knowledge: • There is no discussion • There is a discussion • There is evident • Excellent discussion
Clear on either concepts. but it is very vague discussion, but no and examples
discussion of and no example is example included. included.
people vs included.
automation.
0 Marks 1-2 Marks 3-4 Marks 5 Marks
[5 Marks]

Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard

QUESTION 2.3.
Knowledge: • Incorrect factors • Only factors • Mention of Factors • 5 Factors mentioned
Clear mentioned and no mentioned but not and few examples and 5 examples.
mentions of examples examples . included .
factors and
examples 0 Marks 1-4 Marks 5-8 Marks 9-10 Marks
[10 Marks]

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard
QUESTION 2.4.
Knowledge: • No discussion and no • Only one of the • Both concepts are • Both concetps
Clear example concepts are discuseed no example discussed , included
discussion of discussed and no . how they benefit
reviews and examples one another .
coneversions • Examples inclided.
and examples
0 Marks 1-2 Marks 3-4 Marks 5 Marks
[5Marks]

Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard
QUESTION 3.1
Knowledge: • No discussion • Vague discussion of • Detailed discussion of • Excelllent discussion
Clear what comes after what comes after of what comes after
discussion of WEB 2.0 WEB 2.0 and WEB 2.0
what comes • No examples examlpes included • Multiple examples
after WEB 2.0 included. included.
[10 Marks]
0 Marks 1-4 Marks 5-8 Marks 9-10 Marks

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard

QUESTION 3.2
Knowledge: • Poor to no discussion • Theoretical concepts • There is some focus • Key points of the
. are correctly on the most theory are identified
How can social • Ladder of explained; important concepts; and explained;
media be used
engagement not • Not all theoretical • There is logic in the • Able to paraphrase
to create
stronger mentioned. concepts are directly organisation of the all concepts;
communication • No examples relevant; concepts. • All concepts have
with brands. included. • There no examples. • There are few examples.
examples included.
[20 Marks] 0 – 5Marks 6-11 Marks 12 -16 Marks 17-20 Marks

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Marking Fail/Does not meet the Average/meets the Above average/is above Excellent Feedback
Criteria required standard required standard the required standard

QUESTION 3.3
Knowledge: • No discussion • App is mentioned. • App is mentioned • App is mentioned
• No examples • Vague Discussion • Detailed discussion • Coherent and
Discussion on • No examples. • Examples given argumented
how apps can discussion
be beneficial • Multiple examples
for companies
0 Marks 1-4 Marks 5-8 Marks 9-10 Marks
[10 Marks]

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