Week 7 Seminar

Assignment 2
• Overview
• Review past examples

Masterclasses Introduction
1. Websites
2. Content Marketing
3. Influencers and Brand
Community
4. Social Media Management
 The Task
Task:
Critically review relevant literature, theories, concepts and
findings taken from an appropriate balance of academic, and
practitioner, sources to explore what is meant by ‘disruptive
innovation’ . For a digital tool or technology of your choice,
reflect critically upon why your selection might be considered
‘disruptive’, using theory and market data to support your
choice, and discuss its impact on the current digital and social
media marketing landscape.
Word limit: No more than 3000 words including figures and
graphs. This is a discursive piece of work so the use of tables
would not normally be appropriate.
Suggested report format
• Introduction - state your choice of disruptive tech,
state what the report is setting out to do
• Literature Review – how is disruptive technology
defined? What does the theory say
• Evaluation of chosen Technology/Tool – use market
evidence to evaluate how your choice of technology
does (or doesn’t) fit into these definitions of disruptive
technology,
• Impact of chosen Technology/Tool – use market
evidence to discuss its impact on a chosen aspect/s of
Digital and Social Media Marketing
• Conclusion - does it fit? In what ways does it not? Is
this likely to change in the future?
 The Task

Presentation: Presentation tips:

Your assignment must be presented in the following format:  Good standard of written English
 It must be black text on a white or ivory background  Coherently structured with a logical narrative
 It must be word-processed in 12 point Arial font and double-  Written in report format (this is not an essay!)
spaced  Figures and diagrams have figure numbers, titles and are
 It must be presented in report format correctly cited and referenced
 Appendices can be used but their contents is for supporting
information only. As they sit outside the 3000 word limit
they cannot be assessed.
 All pages must be numbered
 Margins must be as follows: Top: 1 inch, Bottom: 1 inch (2.5
cm), Left: 1.25 inches, Right: 1.25 inches (3.2 cm)
 It should not contain your name(s) but your filename should
include your student number
 The Task

Sources and Referencing:

 Use academic journal articles, book chapters and credible
sources of market data.
 Avoid websites and sources of content that have not been
subject to rigorous peer review
How do we mark your Assessment?
Breaking the assignment down…
Read around the subject of ‘disruption’.
• Use the sources on the reading list and on Moodle as a starting point
• Access the academic databases on the Library website (Business Source Complete, Emerald, WARC, Web of Science) and look for more
sources.
Once you have completed your reading, write your literature review. Consider…
• How do the papers you have read define ‘disruption’?
• In what ways do theorists’ perspectives on ‘disruption’ agree or differ?
• Come up with a common definition of disruptive innovation based on your findings
• Ensure you have enough information in the lit review to help in your analysis
Choose a digital tool or technology that you think is, in some way, ‘disruptive’.
• Compare your chosen tool or technology with what you have found in your Literature review.
• In what ways does it correspond with definitions, in the Literature review, of disruptive innovation? Justify your answer with reliable
information
• Does it fall short of being a truly disruptive innovation in any way? Justify your answer with reliable information
• Do you conclude that it could be defined as a disruptive innovation? (if it falls short in some areas, say where)
Choose key areas of Digital and Social Media Marketing that you think have been significantly affected by your chosen technology
• Justify (with proof) why you have chosen these particular areas
• Discuss in what ways these areas have been impacted by the technology you have chosen. Present proof to back up your discussion
Conclusion
• What is disruptive innovation – is there much consensus in the theory?
• Can your technology be considered to be disruptive and what has its impact been, on digital and social media marketing, and what might it
be in the future?
MASTERCLASSES
 Assessment Component 2: Masterclass Portfolio (40%)
Due date/time: 1pm Tuesday, May 4th 2021

Assessment submission method: via Turnitin on the module Moodle site

This module contains four ‘Masterclasses’. Following each ‘Masterclass’ you will have
the opportunity to engage in a practical exercise in the workshop. This will be guided
The assessment by worksheets which can be found on Moodle.
brief • Each worksheet is comprised of two elements: an activity and a form of
reflection.
• Each worksheet is worth 25% of the total component mark.
• Each worksheet has its own requirements in terms of presentation, format and
word count. You are advised to read these carefully and respond accordingly.
 
You are required to compile the worksheets into a single document prior to
submission and submit through the Turnitin link on the module Moodle site.
The marking criteria
Introduction

• Look through the four sets of intro slides, in each

Masterclass week, on Moodle
• Start thinking about your chosen brand – you will work
with this for all four Masterclasses
Week 5 Seminar

Digital
Marketing
Objectives

Calls to Action