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Digital Marketing 6SSMN316 /Individual Coursework
1
6SSMN316 – Digital Marketing
Assessment 2 – Individual Coursework
(75% of total module grade)
Lead Instructor: Dr. Romas Malevicius Instructor’s email: romas.malevicius@kcl.ac.uk
Submission
Deadline:
via KEATS by :;:;; on
Friday, Ard January C;CD
Submission checklist :. Include Cover Sheet for
Assessments C;CJ/CD -see KEATS
C. File saved as
[ModuleCode_CandidateNumber]
A. Word count (CD;; words)
File format for submission word
document (.docx)
The Task
Sustainable Gastro (SG) organisation (https://sustainablegastro.com) - the client- aims to develop a
strategic and comprehensive communication plan and social media engagement plan for a new digital
platform – the “Concept:; Hub”, that will be launched in C;CD.
The “Concept:; Hub” is a call to action to respond to UN Sustainable Development Goal :C by following
the D R's—Refuse, Reduce, Reuse, Repurpose, and Recycle. Goal :C is about ensuring sustainable
consumption and production patterns, which is key to sustaining the livelihoods of current and future
generations. Note: This concept is owned by Sustainable Gastro and should not be shared without explicit
consent.
Context
Every single person on the planet eats and wears clothing. It’s human essentials, but we are currently
consuming more resources than ever, exceeding the planet's capacity for generations, with food waste and
'fast fashion' being two significant contributors to climate change. The whole world is linear in its
consumption, so are cities in the Baltic Sea Region. Food and clothing have an excellent fast-track potential
in circularity as everyone needs them, can relate to and act upon towards a resource-smart transition.
Objectives
The main objective is through the “Concept:C Hub” platform, to provide access to a wider group of
individuals, organisations and businesses for them to showcase and share their good practices, lessons
learned, projects, products and events, in one digital hub. This will support the core value of the project,
which is to promote and mainstream sustainability and circular economy for food and fashion practices and
business models. The “Concept:C Hub” platform will serve for capacity building in innovative and
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cooperative “sustainable and circular economy solutions” that have been designed, developed and tested
in the project regions.
A) For target groups “Content Providers”
To engage and motivate the target groups to “fill” the platform with inspiring, educative and innovative
content, that has focus on sustainability and circularity in the food and fashion topic.
Content providers:
Target group : - Small and medium enterprises;
Hotels, Restaurants, and Café/Catering and the fashion sector
Target group C – Business sector
Social enterprises, SMEs, start-ups and Venture Capital corporates
Target group A - Interest groups
Circular economy networks, public organisations, advocacy groups, youth organisations, young
professionals in start-up networks and digital transformation programs networks.
B) For target groups “End Users”
Build “Concept:C Hub” awareness and grow the audience. Engage them to connect with the “Content
Providers”, and encourage the audience to actively participate in “Concept:C Hub” social media activities.
Create a community group to drive action that can enable public sector as well as other businesses, start-
ups and more in the local economy to apply sustainable and circular practices more quickly, and frequently.
End users:
Target group : - Small and medium enterprise;
Hotels, Restaurants, and Café/Catering and the fashion sector
Target group C - Education/training centre and schools
Primary- and upper secondary schools, vocational schools
Target group A – Relevant NGOs and community engagers
C) Project target regions
o Estonia, Tartu and Vorumaa region
o Finland, Saimaa and Seinäjoki region
o Latvia, Latgale and Vidzeme region
o Lithuania, Kaunas and Vilnius region
o Sweden, Karlstad and Uppsala region
Social media channels
LinkedIn, Instagram and Facebook.
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You are the newly appointed Digital Marketing Manager you have been asked to select:
• ONE target group “Content Providers” (A)
• ONE target group “End Users” (B)
• ONE project target region (C )
There are no restrictions on what target groups you can use. For example, you can have Target Group :
(SMEs) as both a content provider and an end user.
You will have to investigate and write Digital Marketing Strategy report which discusses the following
questions:
B1. Investigate and critically assess selected target groups (A and B) and region (C ). Highlight and
name potential consumers to target. Provide competitor analysis. Justify your arguments
supported by secondary data.
B2. How can Concept12 Hub drive traffic and conversions using a full range of digital marketing
channels and techniques for the target audience?
B3. Based on your analysis, present a detailed digital marketing communication campaign
creative concept, including at least 3 examples (mock-ups), a timeline, budget, and limitations/
risks.
Module Learning Outcomes Assessed
:. Select appropriate theories to evaluate and assess digital marketing strategy and consumer/buyer
behaviour Identify and critique digital technological applications to marketing strategy.
C. Evaluate, select and design market research programmes using digital technologies.
A. Classify digital technologies’ impact on marketing strategy in international contexts.
J. Assess challenges and opportunities marketing practice posed by digital technologies.
D. Summarise and criticise academic work on digital technologies in both consumer behaviour and
marketing.
Assignment Details and Structure
Feel free to use other software like Canva or Microsoft Designer to enhance your report's appearance. You
will have to prepare report which discusses the following:
• Cover Sheet for Assessment C;CJ-CD
• Assignment Cover – create your own assignment cover that includes:
o Choose a clear and informative title: The title should accurately reflect the content and
purpose of the report. Use a larger and bold font size for the title to make it stand out.
o Insert “This report is a part of Digital Marketing module. “
o Add KCL and King’s Business School logos.
o Use a larger and bold font size for the title to make it stand out.
o Add your student number.
o Submission Date
o Optional: you can add SG organisations’ brand identity (logo, colour scheme, etc.).
• Table of content (not part of the word count)
o Full list of sections within the academic report with page numbers.
Introduction (ABB words)
o The aims or purpose of your report.
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o A very brief overview of your chosen target groups and region.
o A final paragraph that outlines the next sections of your academic report.
B1. Investigate and critically assess selected target groups (A and B) and region (C ). Highlight
and name potential consumers to target. Provide competitor analysis. Justify your arguments
supported by secondary data. (600 words)
In this section, highlight and name potential consumers to target. Provide competitor analysis.
o Segment your market. Divide your customers into groups of people with common
characteristics and needs. Consider one or two ways to segment your target market:
⇒ Demographic
⇒ Geographic
⇒ Psychographic
⇒ Behavioural
o Target your best customers.
Who are the most valuable types of customers? Decide which segments to target by
identifying the group offering the most significant return.
o Position your offering.
Identify how you should position the Concept:; Hub to target the most valuable customer
segments. Make suggestions/ recommendations on what Customer Persona should be and
why?
B2. How can Concept12 Hub drive traffic and conversions using a full range of digital marketing
channels and techniques for the target audience? (700 words)
The below questions might help you develop this section.
• What are the best marketing channels and techniques for the target audience? Justify your
argument. Provide relevant and practical examples.
• Concept:; Hub has no interest in utilizing TikTok.
• Explain in a systematic way (e.g. based on priority or investment requirements).
• How will you measure the success of your plan?
B3. Based on your analysis, present a detailed digital marketing communication campaign
creative concept, including at least two examples (mock-ups), a timeline, budget, and
limitations/ risks. (600 words)
Marketing communication plan should cover various aspects of digital marketing, including
content creation, story maps, SEO optimisation, different media outlets and community
engagement strategies.
• Clearly state the campaign objective. You can add a mood board of your inspirations.
• What is the main concept of the campaign?
• Think about how you'll uniquely capture the target audience's attention. Try to create an
emotional appeal.
• Maintain campaign consistency. Share details like tone of voice, hashtags, image styles,
etc. This ensures a cohesive look as assets are implemented.
• Submit at least 3 social media content samples in the form of mock-ups
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• Timeline - the list of activities placed in chronological order that helps to view the
marketing campaign plan in one place.
• Budget - consider that Concept:; Hub is an NGO with limited resources. So, consider
partnerships, collaborations, and free and low-cost options first. Then, if you see
excellent opportunities to get more attendees, suggest what it is and how much it will
cost for the organisation.
Conclusions (ABB words)
• Identify what limitations and risks Concept:; Hub should consider when planning a
digital communication campaign and how to overcome them.
• Summarise the main findings and outcomes of the digital marketing campaign.
• Approach the conclusion as an opportunity to summarise key takeaways that can inform
future marketing initiatives.
Appendices (not part of the word count)
This is where you can include relevant material case studies that you refer to in the main body of
your report.
Individual Coursework Formatting
• Please prepare your report by using MS Word. Feel free to use other software like Canva or Microsoft
Designer to enhance your report's appearance. Please follow the outline above while preparing the
report sections.
• The word limit is CD;; words, excluding references and appendices. Please don’t exceed the word limit.
• Tables and diagrams do not count towards the word limit, but in-text citations do.
• The recommended format is report format with Arial fonts, :C font size, and :.D line spacing (this is
optional).
• King’s Author Date (APA qth) referencing should be used (see
https://libguides.kcl.ac.uk/reference/authordate ).
• Please be careful citing external works by paraphrasing or quoting the sources since plagiarism is a
severe allegation in academia.
• If you plan to use AI tools for your coursework, you must include a reflective report (D;;-q;; words-
not ) and add it as an appendix (not part of the word count). See instructions in Appendix : PAIR
Framework.
General Submission Requirements
Assessment submission instructions:
:. Include Cover Sheet for Assessments C;CJ/CD -see KEATS
C. File saved as [ModuleCode_CandidateNumber]
A. Word count (C,D;; words)
J. File format for submission word document or PDF (.docx /.pdf )
Assessment Support Information
You can obtain support for this assessment.
• There will be an opportunity to discuss and ask questions regarding individual coursework during
the lectures and tutorial sessions.
• Tutors’ contact details are available on KEATS.
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• A reply can be expected within C working days if you do not receive a reply. Please email again
stating that the email is a second request for support.
Marking Criteria
No Marking Criteria % Criteria
: Introduction :;% The aims or purpose of your report. A very brief
overview of your chosen target groups and region.
A final paragraph that outlines the next sections of
your academic report.
C Theoretical / Conceptual
Approaches
A;% Clearly explain the theoretical or conceptual
approach that you are going to use.
A Analysis J;% Systematically apply Theoretical / Conceptual
Approaches and explain your findings. Make it a
memorable marketing campaign. Think of
innovative and creative ways to present your work
(use of diagrams, graphs, flyers, posters, social
media mock-ups, etc.). Breakdown of the required
budget and timeline.
J Conclusions :;% Consider limitations/ risks. Relate your findings
and discussion to the aims/purpose of the report
and specify any conclusions you have reached.
J Referencing and using evidence
:;% Use in-text citations where you quote the external
content. King’s Author Date (APA qth) referencing
should be used. The report should include a list of
references at the end. Followed guidance on
academic report structure. Appearance and
written expression.
If AI tools are used, make sure you include D;;-q;;
words reflective report (not part of the overall
word count). See instructions in Appendix : PAIR
Framework.
Total :;;%
Your work will be based on Level 6 Marking Criteria
https://www.kcl.ac.uk/assets/policyzone/assessment/marking-criteria-undergraduate.pdf
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Appendix 1 PAIR Framework
In this assignment, you are not only allowed but also encouraged to use AI tools. The underlying
motivation is preparing you for a future that will be increasingly AI-driven by equipping you with key skills
to harness these tools effectively and responsibly. To guide you in integrating AI tools in your assignment,
we will be using the PAIR (Problem, AI, Interaction, Reflection) framework.
The PAIR process is encapsulated in four steps (see Figure below):
1. Problem formulation: Define the problem or challenge you aim to address.
2. AI tool selection: Identify and choose the most suitable generative AI tools for your needs. This
involves exploring, comparing, and evaluating the features of various generative AI options.
3. Interaction: Deploy the selected generative AI tools to tackle their problem, experimenting with
diverse inputs and critically evaluating the outputs
4. Reflection: Assess and report your experiences with the generative AI tools
How to Use PAIR Framework in Your Assignment
Problem Before engaging with AI, make sure that you have clear understanding of your task, and its
requirements and boundaries. To understand this, first read the coursework guidelines
carefully.
AI Before selecting an AI tool, determine what you need. Ask yourself questions like:
- Do you need to brainstorm ideas?
- Are you looking for recent data or statistics?
- Do you want an overview of the topic, or specifics about a certain sub-topic?
Next, explore, evaluate and select the most suitable AI tools for your task, taking into
account their features, functions, potential benefits, and limitations. See an overview of
these tools enclosed in this document.
PAIR Framework
Formulate the problem.
Identify the core problem,
its components, and
constraints.
Problem
Select suitable AI tools.
Explore and identify the most
suitable AI tools for your
problem.
AI
Interact with the AI
tools.
Experiment with different
ways to interact; critically
evaluate outputs and
integrate them to tackle the
problem.
Interaction
Reflect on the
experience.
Evaluate how the AI tool
helped or hindered
problem-solving; reflect on
your feelings when
collaborating with AI and its
broader implications.
Reflection
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Interaction Engage proactively with your selected AI tools. Interact with the AI, provide feedback,
experiment with various prompts, and critically evaluate the responses. Keep a record of
the prompts that yielded the desired results, as well as those that fell short. Should you
observe any consistent biases or inaccuracies in an AI tool's outputs, record these
discrepancies.
In an appendix to your report, ensure to:
• Detail the specific AI tools you utilized and how they influenced your report. For
instance: “I employed ChatGPT O.P (version from August O) to craft an outline,
which I then modified for my essay. Additionally, I used Bing AI to search for
academic literature pertinent to my topic; out of the recommendations, I verified
and incorporated P articles into my essay…”
• Document *+ interactions you deemed most intriguing, either because they
significantly improved your essay, were not particularly helpful, or appeared to
exhibit bias. Attach screenshots of these interactions for reference.
See detailed guidance on how to interact with these tools and how report usage enclosed
in this document.
Reflection Compose a reflective report in which you ponder over the lessons learned from your essay
writing process with the AI tools. In this brief report (<==-?<= words), answer the following
questions:
• What challenges did you encounter when using the AI tools and how did you
overcome them?
• In what ways did the AI tools enhance or hinder your problem-solving process?
• How can you improve your skills for using AI tools in future?
• How did you feel when interacting with the AI tools?
• What surprised you the most about your interactions with the AI tools?
• What do you think are the broader implications of AI tools?
How to Use PAIR Framework in Your Assignment
Chat GPT 5.7 The free version of Chat GPT. This is the most popular generative AI tool and one of the
best ones. It is fast and performs well in various tasks including writing and coding.
Bing AI A very capable free tool that requires a Microsoft account (which could be created for
coursework purposes) and Microsoft Edge browser. Its main advantage is internet access. It
offers three modes: creative, balanced, and precise. In "creative mode", it grants free
access to the model behind the paid version of ChatGPT (GPTX). It can also be used to
generate images building on DALLE text-to-image model of Open AI.
Claude > A powerful model performing well in writing and coding tasks (surpassing even ChatGPTX
model in some coding tests). A distinct advantage is its ability to handle large documents
(PDF, Word), and it possesses a larger memory than other foundational models. With a
training cut-off in \]\O (compared to ChatGPT’s \]\_), it offers more recent information.
This model is viewed by some as more “ethical” as it uses a model called Constitutional AI
(which draws principles from the UN Universal Declaration of Human Rights, among other
sources).
Bard Similar to Bing AI in that it has access to the Internet. This is currently less capable than
other options and tend to be more inclined to generate inaccurate information although
this could change given Google’s investments and resources in the AI domain.
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Guidance on Interacting with AI
Following the recommendations below in your interactions with generative AI tools should allow you to
harness the value of these tools.
Understand before you ask. The key to effective prompting is a strong understanding of the problem that
you want to address. A more comprehensive explanation of problem formulation can be found in this paper.
But, in essence, you should clarify what exactly you want to achieve. Do you want to generate ideas, craft an
outline for your essay, search the relevant sources, or get counterpoints on your arguments? The clearer you
are about your questions; the better the AI's response will be.
Decompose your task. Break down your task into smaller and simpler components when possible. For
example, various phases of essay writing—such as idea generation, outlining, drafting, and refining—can be
considered distinct components to tackle individually. Similarly, treat the different sections of your essay—the
introduction, body, and conclusion—as separate elements. If your essay deals with the impact of AI in
education, consider narrowing your scope to delve into specific aspects like its benefits, challenges, real-world
applications, and future potential. Craft tailored AI prompts to address each of these individual components
effectively.
Set Context and Boundaries for precision. When seeking information or content for a specific section of your
essay, be explicit. Provide the AI tool with some context and background about the project or the target
audience of your output. For example, if your essay focuses on AI in healthcare, you can prompt:
• “Imagine you are a university professor. For a university student, describe how AI algorithms have
been incorporated into diagnostic tools and their accuracy rates in the past decade. Provide details
and specific examples. Use an academic writing tone.”
• “Please search the Internet to find academic literature on the use of AI in healthcare. In your search,
prioritise higher quality journals. List and explain each key argument in the literature, including
references.”
Get creative with constraints. To get some creative and out-of-the-box outputs, you can play around with
constraints (e.g., impose arbitrary constraints, modifying or removing existing boundaries) to explore novel
perspectives. Some examples:
• You could ask it to adopt different perspectives (e.g., ask it to act as an entrepreneur, professor etc, or
even as some real person like Isaac Newton, Ada Lovelace): “How would Alan Turing comment on my
arguments. Provide a feedback report, detailing strengths and weaknesses of my essay, written by
Turing”
• You could ask it to amend its output style (e.g., outline, bullet points, mind map, poem, using a
structure like what/why/how, tweets, persuasive essay, magazine article etc).
• You could ask it to suggest only out-of-the-box ideas (e.g., “for my essay topic, brainstorm novel
angles or approaches. Prioritise ideas that are uncommon or challenges the dominant narrative”).
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Interact with and give feedback to AI. Don’t rely on a single prompt to get everything you want. Engage
with the AI in a back-and-forth manner, refining your questions based on its responses. If you want AI to
change the tone of writing or incorporate a specific argument, tell it. If you find the output too complex ask it
to simplify (e.g., “Your explanation on the how generative AI models work was too complex. Can you simplify
it for a 10-years old”)
If you are unhappy with the solution set, try reframing the question: could the same problem be asked from a
different perspective? Sometimes, it is better to start over, as past conversations often influence outcomes.
Practice Makes Perfect. The more you use and interact with the AI, the better you will get at eliciting the
responses you want. Use it frequently to familiarise yourself with its strengths and limitations.
Get help from the AI itself for prompting. AI tools themselves are getting better at crafting prompts. So, it
can help you too. Some examples:
• You can describe your problem to the AI and ask it what information it needs from you to help you: “I
am trying to write an academic essay [provide details of the essay], what information do you need to
help me?”
• You can ask it to put together prompts for you to address a problem: “I want to brainstorm about
different ideas for an essay topic. Can you generate a ChatGPT prompt for this task?”
• You could also use AI to think about components of a broader problem or reframing it to expand your
solution space.
Remember, you must critically evaluate the output. While generative AI is a very useful tool, not all
generated content will be suitable or accurate. You should always critically evaluate the output,
corroborate it with other sources, and scrutinize for biases or inaccuracies. Before incorporating anything
to your output:
• Is the output provided relevant for your objectives?
• Is it sensible and accurate? Does it match with other trusted sources (e.g., academic literature)?
• Are there any inherent biases or inappropriate content in the responses?
Here is also a useful practical guide by Open AI which include some additional strategies and tactics
specifically for ChatGPT, but they are mostly appropriate for other chatbots too.
There are also different prompting techniques one can use. The most common ones include: zero-shot, few-
shot and chain-of-thought prompting.
Zero-shot Prompting: You present the model with a new task without any prior examples. Essentially, you're
asking the model to perform a task it hasn't explicitly seen before, based on its general training data.
Example Prompt: "Explain the impact of climate change on polar bears”.
Few-shot Prompting: You provide a few examples to guide the AI to help it understand the context and the
type of answer you're seeking.
11
Example Prompt: "-Penguins -> Reduction in the availability of krill due to melting ice affects their primary
food source.
- Seals -> Reduced ice platforms for rest lead to increased vulnerability to predators.
-Polar Bears -> ?"
Chain-of-Thought Prompting: This is a more structured approach, where you guide the AI step by step
through a logical progression or sequence. This is particularly useful for complex queries where the answer
requires a series of steps or considerations.
Example Prompt: "I want to understand the impact of climate change on polar bears. Follow these steps to
provide a comprehensive response:
[Step 1]: Identify the primary habitat of polar bears.
[Step 2]: Explain how climate change affects this habitat.
[Step 3]: Describe the direct consequences these changes have on polar bear survival.
[Step 4]: Sum up the overall impact of these changes on polar bear populations."
Guidance for AI Use and Reporting
• AI tools are valuable, but do not forget that they are just tools. Use them as aids and partners, but
not as primary drivers of the assignment. They should not replace your personal insights, analysis,
thinking and judgments—they should just augment them.
• While AI can assist greatly in your assignment, ensure that the final content you produce is
original. You should be able to state (and potentially defend!) that “these are your own words”.
• AI doesn’t inherently "know" what’s morally right, ethical, or true. It provides outputs based on
vast data and patterns. Be cautious of potential biases and verify information from trusted
sources. Remember, you hold the responsibility for your final output and, as with any assignment,
ensure that it upholds the ethical and academic guidelines. Likewise, double check any sources
that it cites are appropriate for academic writing before incorporating them (e.g., if the sources
are aimed at a lay audience or are not credible, it may be best to find another source). Do also
check that the sources exist and are available.
• Exercise caution when interfacing with AI platforms, especially with personal or sensitive data.
Refrain from sharing confidential, proprietary, or personal information (e.g., research data).
• Document your interactions with the AI tool clearly, noting the inputs provided, iterations made,
and outputs received. Always cite the specific AI tool or version you used (e.g., ChatGPT 3.5, Aug 3
version).
Digital Marketing 6SSMN316 /Individual Coursework
12
!"-$""
Grade A++
First
Outstanding
8"-8!%
Grade A+
First
Highly thoughtful
="-=!%
Grade A
First
Thoughtful
6"-6!%
Grade B
Upper Cnd
Good
D"-D!%
Grade C
Lower Cnd
Sound
I"-I!%
Grade D
Third
Basic
LL-L!%
Grade F+
Fail
Unsatisfactory
C"-LC%
Grade F
Fail
Poor
" -$!%
Grade FF
Fail
Very poor
Introduction +,% Outstanding
introduction. All of the
elements are present.
Very clear aims /
purpose.
Highly thoughtful
introduction. All of the
elements are present.
Very clear aims /
purpose.
Thoughtful introduction.
All of the elements are
present. Very clear aims
/ purpose.
Good introduction. All
of the elements are
present. Clear / aims
purpose.
Sound introduction.
Aims / purpose are
reasonably clear.
Basic introduction.
Aims and purpose lack
clarity.
Unsatisfactory
introduction. Aims /
purpose unclear.
Poor. Has not specified
the aims / purpose.
Very poor. None of
the specified
elements is present.
Incoherent.
Theoretical / conceptual
approaches 6,%
Demonstrates
outstanding
conceptual /
theoretical knowledge
and understanding.
Demonstrates highly
thoughtful conceptual
/theoretical
knowledge and
understanding.
Demonstrates thoughtful
conceptual / theoretical
knowledge and
understanding.
Demonstrates good
conceptual /
theoretical knowledge
and understanding.
Demonstrates sound
knowledge and
understanding.
Explanations are
uneven. Some minor
elements are missing.
Demonstrates basic
knowledge and
understanding. Some
inaccuracies. Missing
elements.
Demonstrates limited
knowledge and
understanding.
Demonstrates poor
knowledge and
understanding.
Demonstrates very
limited knowledge
and understanding.
Analysis 9,% Demonstrates
outstanding ability to
apply concepts
correctly to
appropriate material
and explain the
findings. Analysis
undertaken with
extraordinary
intellectual originality
and imagination.
Demonstrates highly
thoughtful ability to
apply concepts
correctly to
appropriate material
and explain the
findings. Analysis
undertaken with clear
intellectual originality
and imagination.
Demonstrates thoughtful
ability to apply concepts
correctly to appropriate
material and explain the
findings. Analysis
undertaken with
considerable originality
and imagination.
Demonstrates good
ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Demonstrates a sound
ability to apply
concepts correctly to
appropriate material
and explain the
findings. May include
some minor
inaccuracies.
Demonstrates a basic
ability to apply
concepts correctly to
appropriate material
and explain the
findings. May
includes inaccuracies.
Demonstrates limited
ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Demonstrates poor
ability to apply concepts
correctly to appropriate
material and explain the
findings.
Demonstrates very
limited ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Conclusions +,% Outstanding, well
balanced conclusions.
Very detailed
breakdown of the
required budget
presented. Clear
limitations identified.
Exceptionally well-
drawn conclusions.
Highly thoughtful
conclusions. Detailed
breakdown of the
required budget
presented. Noted and
commented upon
limitations of the plan.
Thoughtful conclusions.
Thoughtful breakdown of
the required budget
presented. Commented
upon limitations of the
plan.
Good conclusions. The
ideas are summarised.
Good breakdown of
the required budget
presented and
limitations included.
Sound conclusions.
The discussion makes
some relevant points
but these need more
expansion. Sound
breakdown of the
required budget and
or limitations of the
plan.
Basic conclusions.
The discussion makes
some relevant points
but these need more
expansion. Basic
breakdown of the
required budget and
/or restricted
limitations of the plan.
Conclusions are
unsatisfactory.
Insufficient links to
the rest of the
assignment.
Unsatisfactory
breakdown of the
required budget
presented and /or
restricted limitations
of the plan.
Poor. Lacks depth, clarity
and coherence. Poor link
to the rest of the
assignment. Missing
elements.
Very poor. Lacks
depth, clarity and
coherence. Missing
elements.
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Referencing and using
evidence +,%
Outstanding.
Synthesis of reference
material from a wide
range of sources.
Detailed reflection on
group work, evidence
is used to support
arguments.
Excellent and detailed
use of sources which
are well referenced
and are used
creatively to develop
the work.
Thoughtful and clear
evidence of referencing
to a wide range of
primary sources, which
are used effectively in
supporting the work.
Good range of
sources. Well
referenced, very few
inaccuracies.
Sound range of
sources identified with
appropriate
referencing and few
inaccuracies.
Narrow range of
sources. Referencing
in presented work is
adequate with some
inconsistencies or
inaccuracies.
References used are
appropriate in terms
of currency.
Unsatisfactory
referencing with
frequent error. Over
utilizes secondary
sources. Limited
ability to support
content with relevant
sources.
Poor use of reference
material with frequent
error. Inappropriate or
out dated sources with
numerous referencing
errors.
Lack of ability to
source adequate
material. Very poor
referencing.
No attempt / or very
limited to provide
evidence of sources
used.
1
6SSMN316 – Digital Marketing
Assessment 2 – Individual Coursework
(75% of total module grade)
Lead Instructor: Dr. Romas Malevicius Instructor’s email: romas.malevicius@kcl.ac.uk
Submission
Deadline:
via KEATS by :;:;; on
Friday, Ard January C;CD
Submission checklist :. Include Cover Sheet for
Assessments C;CJ/CD -see KEATS
C. File saved as
[ModuleCode_CandidateNumber]
A. Word count (CD;; words)
File format for submission word
document (.docx)
The Task
Sustainable Gastro (SG) organisation (https://sustainablegastro.com) - the client- aims to develop a
strategic and comprehensive communication plan and social media engagement plan for a new digital
platform – the “Concept:; Hub”, that will be launched in C;CD.
The “Concept:; Hub” is a call to action to respond to UN Sustainable Development Goal :C by following
the D R's—Refuse, Reduce, Reuse, Repurpose, and Recycle. Goal :C is about ensuring sustainable
consumption and production patterns, which is key to sustaining the livelihoods of current and future
generations. Note: This concept is owned by Sustainable Gastro and should not be shared without explicit
consent.
Context
Every single person on the planet eats and wears clothing. It’s human essentials, but we are currently
consuming more resources than ever, exceeding the planet's capacity for generations, with food waste and
'fast fashion' being two significant contributors to climate change. The whole world is linear in its
consumption, so are cities in the Baltic Sea Region. Food and clothing have an excellent fast-track potential
in circularity as everyone needs them, can relate to and act upon towards a resource-smart transition.
Objectives
The main objective is through the “Concept:C Hub” platform, to provide access to a wider group of
individuals, organisations and businesses for them to showcase and share their good practices, lessons
learned, projects, products and events, in one digital hub. This will support the core value of the project,
which is to promote and mainstream sustainability and circular economy for food and fashion practices and
business models. The “Concept:C Hub” platform will serve for capacity building in innovative and
2
cooperative “sustainable and circular economy solutions” that have been designed, developed and tested
in the project regions.
A) For target groups “Content Providers”
To engage and motivate the target groups to “fill” the platform with inspiring, educative and innovative
content, that has focus on sustainability and circularity in the food and fashion topic.
Content providers:
Target group : - Small and medium enterprises;
Hotels, Restaurants, and Café/Catering and the fashion sector
Target group C – Business sector
Social enterprises, SMEs, start-ups and Venture Capital corporates
Target group A - Interest groups
Circular economy networks, public organisations, advocacy groups, youth organisations, young
professionals in start-up networks and digital transformation programs networks.
B) For target groups “End Users”
Build “Concept:C Hub” awareness and grow the audience. Engage them to connect with the “Content
Providers”, and encourage the audience to actively participate in “Concept:C Hub” social media activities.
Create a community group to drive action that can enable public sector as well as other businesses, start-
ups and more in the local economy to apply sustainable and circular practices more quickly, and frequently.
End users:
Target group : - Small and medium enterprise;
Hotels, Restaurants, and Café/Catering and the fashion sector
Target group C - Education/training centre and schools
Primary- and upper secondary schools, vocational schools
Target group A – Relevant NGOs and community engagers
C) Project target regions
o Estonia, Tartu and Vorumaa region
o Finland, Saimaa and Seinäjoki region
o Latvia, Latgale and Vidzeme region
o Lithuania, Kaunas and Vilnius region
o Sweden, Karlstad and Uppsala region
Social media channels
LinkedIn, Instagram and Facebook.
3
You are the newly appointed Digital Marketing Manager you have been asked to select:
• ONE target group “Content Providers” (A)
• ONE target group “End Users” (B)
• ONE project target region (C )
There are no restrictions on what target groups you can use. For example, you can have Target Group :
(SMEs) as both a content provider and an end user.
You will have to investigate and write Digital Marketing Strategy report which discusses the following
questions:
B1. Investigate and critically assess selected target groups (A and B) and region (C ). Highlight and
name potential consumers to target. Provide competitor analysis. Justify your arguments
supported by secondary data.
B2. How can Concept12 Hub drive traffic and conversions using a full range of digital marketing
channels and techniques for the target audience?
B3. Based on your analysis, present a detailed digital marketing communication campaign
creative concept, including at least 3 examples (mock-ups), a timeline, budget, and limitations/
risks.
Module Learning Outcomes Assessed
:. Select appropriate theories to evaluate and assess digital marketing strategy and consumer/buyer
behaviour Identify and critique digital technological applications to marketing strategy.
C. Evaluate, select and design market research programmes using digital technologies.
A. Classify digital technologies’ impact on marketing strategy in international contexts.
J. Assess challenges and opportunities marketing practice posed by digital technologies.
D. Summarise and criticise academic work on digital technologies in both consumer behaviour and
marketing.
Assignment Details and Structure
Feel free to use other software like Canva or Microsoft Designer to enhance your report's appearance. You
will have to prepare report which discusses the following:
• Cover Sheet for Assessment C;CJ-CD
• Assignment Cover – create your own assignment cover that includes:
o Choose a clear and informative title: The title should accurately reflect the content and
purpose of the report. Use a larger and bold font size for the title to make it stand out.
o Insert “This report is a part of Digital Marketing module. “
o Add KCL and King’s Business School logos.
o Use a larger and bold font size for the title to make it stand out.
o Add your student number.
o Submission Date
o Optional: you can add SG organisations’ brand identity (logo, colour scheme, etc.).
• Table of content (not part of the word count)
o Full list of sections within the academic report with page numbers.
Introduction (ABB words)
o The aims or purpose of your report.
4
o A very brief overview of your chosen target groups and region.
o A final paragraph that outlines the next sections of your academic report.
B1. Investigate and critically assess selected target groups (A and B) and region (C ). Highlight
and name potential consumers to target. Provide competitor analysis. Justify your arguments
supported by secondary data. (600 words)
In this section, highlight and name potential consumers to target. Provide competitor analysis.
o Segment your market. Divide your customers into groups of people with common
characteristics and needs. Consider one or two ways to segment your target market:
⇒ Demographic
⇒ Geographic
⇒ Psychographic
⇒ Behavioural
o Target your best customers.
Who are the most valuable types of customers? Decide which segments to target by
identifying the group offering the most significant return.
o Position your offering.
Identify how you should position the Concept:; Hub to target the most valuable customer
segments. Make suggestions/ recommendations on what Customer Persona should be and
why?
B2. How can Concept12 Hub drive traffic and conversions using a full range of digital marketing
channels and techniques for the target audience? (700 words)
The below questions might help you develop this section.
• What are the best marketing channels and techniques for the target audience? Justify your
argument. Provide relevant and practical examples.
• Concept:; Hub has no interest in utilizing TikTok.
• Explain in a systematic way (e.g. based on priority or investment requirements).
• How will you measure the success of your plan?
B3. Based on your analysis, present a detailed digital marketing communication campaign
creative concept, including at least two examples (mock-ups), a timeline, budget, and
limitations/ risks. (600 words)
Marketing communication plan should cover various aspects of digital marketing, including
content creation, story maps, SEO optimisation, different media outlets and community
engagement strategies.
• Clearly state the campaign objective. You can add a mood board of your inspirations.
• What is the main concept of the campaign?
• Think about how you'll uniquely capture the target audience's attention. Try to create an
emotional appeal.
• Maintain campaign consistency. Share details like tone of voice, hashtags, image styles,
etc. This ensures a cohesive look as assets are implemented.
• Submit at least 3 social media content samples in the form of mock-ups
5
• Timeline - the list of activities placed in chronological order that helps to view the
marketing campaign plan in one place.
• Budget - consider that Concept:; Hub is an NGO with limited resources. So, consider
partnerships, collaborations, and free and low-cost options first. Then, if you see
excellent opportunities to get more attendees, suggest what it is and how much it will
cost for the organisation.
Conclusions (ABB words)
• Identify what limitations and risks Concept:; Hub should consider when planning a
digital communication campaign and how to overcome them.
• Summarise the main findings and outcomes of the digital marketing campaign.
• Approach the conclusion as an opportunity to summarise key takeaways that can inform
future marketing initiatives.
Appendices (not part of the word count)
This is where you can include relevant material case studies that you refer to in the main body of
your report.
Individual Coursework Formatting
• Please prepare your report by using MS Word. Feel free to use other software like Canva or Microsoft
Designer to enhance your report's appearance. Please follow the outline above while preparing the
report sections.
• The word limit is CD;; words, excluding references and appendices. Please don’t exceed the word limit.
• Tables and diagrams do not count towards the word limit, but in-text citations do.
• The recommended format is report format with Arial fonts, :C font size, and :.D line spacing (this is
optional).
• King’s Author Date (APA qth) referencing should be used (see
https://libguides.kcl.ac.uk/reference/authordate ).
• Please be careful citing external works by paraphrasing or quoting the sources since plagiarism is a
severe allegation in academia.
• If you plan to use AI tools for your coursework, you must include a reflective report (D;;-q;; words-
not ) and add it as an appendix (not part of the word count). See instructions in Appendix : PAIR
Framework.
General Submission Requirements
Assessment submission instructions:
:. Include Cover Sheet for Assessments C;CJ/CD -see KEATS
C. File saved as [ModuleCode_CandidateNumber]
A. Word count (C,D;; words)
J. File format for submission word document or PDF (.docx /.pdf )
Assessment Support Information
You can obtain support for this assessment.
• There will be an opportunity to discuss and ask questions regarding individual coursework during
the lectures and tutorial sessions.
• Tutors’ contact details are available on KEATS.
6
• A reply can be expected within C working days if you do not receive a reply. Please email again
stating that the email is a second request for support.
Marking Criteria
No Marking Criteria % Criteria
: Introduction :;% The aims or purpose of your report. A very brief
overview of your chosen target groups and region.
A final paragraph that outlines the next sections of
your academic report.
C Theoretical / Conceptual
Approaches
A;% Clearly explain the theoretical or conceptual
approach that you are going to use.
A Analysis J;% Systematically apply Theoretical / Conceptual
Approaches and explain your findings. Make it a
memorable marketing campaign. Think of
innovative and creative ways to present your work
(use of diagrams, graphs, flyers, posters, social
media mock-ups, etc.). Breakdown of the required
budget and timeline.
J Conclusions :;% Consider limitations/ risks. Relate your findings
and discussion to the aims/purpose of the report
and specify any conclusions you have reached.
J Referencing and using evidence
:;% Use in-text citations where you quote the external
content. King’s Author Date (APA qth) referencing
should be used. The report should include a list of
references at the end. Followed guidance on
academic report structure. Appearance and
written expression.
If AI tools are used, make sure you include D;;-q;;
words reflective report (not part of the overall
word count). See instructions in Appendix : PAIR
Framework.
Total :;;%
Your work will be based on Level 6 Marking Criteria
https://www.kcl.ac.uk/assets/policyzone/assessment/marking-criteria-undergraduate.pdf
7
Appendix 1 PAIR Framework
In this assignment, you are not only allowed but also encouraged to use AI tools. The underlying
motivation is preparing you for a future that will be increasingly AI-driven by equipping you with key skills
to harness these tools effectively and responsibly. To guide you in integrating AI tools in your assignment,
we will be using the PAIR (Problem, AI, Interaction, Reflection) framework.
The PAIR process is encapsulated in four steps (see Figure below):
1. Problem formulation: Define the problem or challenge you aim to address.
2. AI tool selection: Identify and choose the most suitable generative AI tools for your needs. This
involves exploring, comparing, and evaluating the features of various generative AI options.
3. Interaction: Deploy the selected generative AI tools to tackle their problem, experimenting with
diverse inputs and critically evaluating the outputs
4. Reflection: Assess and report your experiences with the generative AI tools
How to Use PAIR Framework in Your Assignment
Problem Before engaging with AI, make sure that you have clear understanding of your task, and its
requirements and boundaries. To understand this, first read the coursework guidelines
carefully.
AI Before selecting an AI tool, determine what you need. Ask yourself questions like:
- Do you need to brainstorm ideas?
- Are you looking for recent data or statistics?
- Do you want an overview of the topic, or specifics about a certain sub-topic?
Next, explore, evaluate and select the most suitable AI tools for your task, taking into
account their features, functions, potential benefits, and limitations. See an overview of
these tools enclosed in this document.
PAIR Framework
Formulate the problem.
Identify the core problem,
its components, and
constraints.
Problem
Select suitable AI tools.
Explore and identify the most
suitable AI tools for your
problem.
AI
Interact with the AI
tools.
Experiment with different
ways to interact; critically
evaluate outputs and
integrate them to tackle the
problem.
Interaction
Reflect on the
experience.
Evaluate how the AI tool
helped or hindered
problem-solving; reflect on
your feelings when
collaborating with AI and its
broader implications.
Reflection
8
Interaction Engage proactively with your selected AI tools. Interact with the AI, provide feedback,
experiment with various prompts, and critically evaluate the responses. Keep a record of
the prompts that yielded the desired results, as well as those that fell short. Should you
observe any consistent biases or inaccuracies in an AI tool's outputs, record these
discrepancies.
In an appendix to your report, ensure to:
• Detail the specific AI tools you utilized and how they influenced your report. For
instance: “I employed ChatGPT O.P (version from August O) to craft an outline,
which I then modified for my essay. Additionally, I used Bing AI to search for
academic literature pertinent to my topic; out of the recommendations, I verified
and incorporated P articles into my essay…”
• Document *+ interactions you deemed most intriguing, either because they
significantly improved your essay, were not particularly helpful, or appeared to
exhibit bias. Attach screenshots of these interactions for reference.
See detailed guidance on how to interact with these tools and how report usage enclosed
in this document.
Reflection Compose a reflective report in which you ponder over the lessons learned from your essay
writing process with the AI tools. In this brief report (<==-?<= words), answer the following
questions:
• What challenges did you encounter when using the AI tools and how did you
overcome them?
• In what ways did the AI tools enhance or hinder your problem-solving process?
• How can you improve your skills for using AI tools in future?
• How did you feel when interacting with the AI tools?
• What surprised you the most about your interactions with the AI tools?
• What do you think are the broader implications of AI tools?
How to Use PAIR Framework in Your Assignment
Chat GPT 5.7 The free version of Chat GPT. This is the most popular generative AI tool and one of the
best ones. It is fast and performs well in various tasks including writing and coding.
Bing AI A very capable free tool that requires a Microsoft account (which could be created for
coursework purposes) and Microsoft Edge browser. Its main advantage is internet access. It
offers three modes: creative, balanced, and precise. In "creative mode", it grants free
access to the model behind the paid version of ChatGPT (GPTX). It can also be used to
generate images building on DALLE text-to-image model of Open AI.
Claude > A powerful model performing well in writing and coding tasks (surpassing even ChatGPTX
model in some coding tests). A distinct advantage is its ability to handle large documents
(PDF, Word), and it possesses a larger memory than other foundational models. With a
training cut-off in \]\O (compared to ChatGPT’s \]\_), it offers more recent information.
This model is viewed by some as more “ethical” as it uses a model called Constitutional AI
(which draws principles from the UN Universal Declaration of Human Rights, among other
sources).
Bard Similar to Bing AI in that it has access to the Internet. This is currently less capable than
other options and tend to be more inclined to generate inaccurate information although
this could change given Google’s investments and resources in the AI domain.
9
Guidance on Interacting with AI
Following the recommendations below in your interactions with generative AI tools should allow you to
harness the value of these tools.
Understand before you ask. The key to effective prompting is a strong understanding of the problem that
you want to address. A more comprehensive explanation of problem formulation can be found in this paper.
But, in essence, you should clarify what exactly you want to achieve. Do you want to generate ideas, craft an
outline for your essay, search the relevant sources, or get counterpoints on your arguments? The clearer you
are about your questions; the better the AI's response will be.
Decompose your task. Break down your task into smaller and simpler components when possible. For
example, various phases of essay writing—such as idea generation, outlining, drafting, and refining—can be
considered distinct components to tackle individually. Similarly, treat the different sections of your essay—the
introduction, body, and conclusion—as separate elements. If your essay deals with the impact of AI in
education, consider narrowing your scope to delve into specific aspects like its benefits, challenges, real-world
applications, and future potential. Craft tailored AI prompts to address each of these individual components
effectively.
Set Context and Boundaries for precision. When seeking information or content for a specific section of your
essay, be explicit. Provide the AI tool with some context and background about the project or the target
audience of your output. For example, if your essay focuses on AI in healthcare, you can prompt:
• “Imagine you are a university professor. For a university student, describe how AI algorithms have
been incorporated into diagnostic tools and their accuracy rates in the past decade. Provide details
and specific examples. Use an academic writing tone.”
• “Please search the Internet to find academic literature on the use of AI in healthcare. In your search,
prioritise higher quality journals. List and explain each key argument in the literature, including
references.”
Get creative with constraints. To get some creative and out-of-the-box outputs, you can play around with
constraints (e.g., impose arbitrary constraints, modifying or removing existing boundaries) to explore novel
perspectives. Some examples:
• You could ask it to adopt different perspectives (e.g., ask it to act as an entrepreneur, professor etc, or
even as some real person like Isaac Newton, Ada Lovelace): “How would Alan Turing comment on my
arguments. Provide a feedback report, detailing strengths and weaknesses of my essay, written by
Turing”
• You could ask it to amend its output style (e.g., outline, bullet points, mind map, poem, using a
structure like what/why/how, tweets, persuasive essay, magazine article etc).
• You could ask it to suggest only out-of-the-box ideas (e.g., “for my essay topic, brainstorm novel
angles or approaches. Prioritise ideas that are uncommon or challenges the dominant narrative”).
10
Interact with and give feedback to AI. Don’t rely on a single prompt to get everything you want. Engage
with the AI in a back-and-forth manner, refining your questions based on its responses. If you want AI to
change the tone of writing or incorporate a specific argument, tell it. If you find the output too complex ask it
to simplify (e.g., “Your explanation on the how generative AI models work was too complex. Can you simplify
it for a 10-years old”)
If you are unhappy with the solution set, try reframing the question: could the same problem be asked from a
different perspective? Sometimes, it is better to start over, as past conversations often influence outcomes.
Practice Makes Perfect. The more you use and interact with the AI, the better you will get at eliciting the
responses you want. Use it frequently to familiarise yourself with its strengths and limitations.
Get help from the AI itself for prompting. AI tools themselves are getting better at crafting prompts. So, it
can help you too. Some examples:
• You can describe your problem to the AI and ask it what information it needs from you to help you: “I
am trying to write an academic essay [provide details of the essay], what information do you need to
help me?”
• You can ask it to put together prompts for you to address a problem: “I want to brainstorm about
different ideas for an essay topic. Can you generate a ChatGPT prompt for this task?”
• You could also use AI to think about components of a broader problem or reframing it to expand your
solution space.
Remember, you must critically evaluate the output. While generative AI is a very useful tool, not all
generated content will be suitable or accurate. You should always critically evaluate the output,
corroborate it with other sources, and scrutinize for biases or inaccuracies. Before incorporating anything
to your output:
• Is the output provided relevant for your objectives?
• Is it sensible and accurate? Does it match with other trusted sources (e.g., academic literature)?
• Are there any inherent biases or inappropriate content in the responses?
Here is also a useful practical guide by Open AI which include some additional strategies and tactics
specifically for ChatGPT, but they are mostly appropriate for other chatbots too.
There are also different prompting techniques one can use. The most common ones include: zero-shot, few-
shot and chain-of-thought prompting.
Zero-shot Prompting: You present the model with a new task without any prior examples. Essentially, you're
asking the model to perform a task it hasn't explicitly seen before, based on its general training data.
Example Prompt: "Explain the impact of climate change on polar bears”.
Few-shot Prompting: You provide a few examples to guide the AI to help it understand the context and the
type of answer you're seeking.
11
Example Prompt: "-Penguins -> Reduction in the availability of krill due to melting ice affects their primary
food source.
- Seals -> Reduced ice platforms for rest lead to increased vulnerability to predators.
-Polar Bears -> ?"
Chain-of-Thought Prompting: This is a more structured approach, where you guide the AI step by step
through a logical progression or sequence. This is particularly useful for complex queries where the answer
requires a series of steps or considerations.
Example Prompt: "I want to understand the impact of climate change on polar bears. Follow these steps to
provide a comprehensive response:
[Step 1]: Identify the primary habitat of polar bears.
[Step 2]: Explain how climate change affects this habitat.
[Step 3]: Describe the direct consequences these changes have on polar bear survival.
[Step 4]: Sum up the overall impact of these changes on polar bear populations."
Guidance for AI Use and Reporting
• AI tools are valuable, but do not forget that they are just tools. Use them as aids and partners, but
not as primary drivers of the assignment. They should not replace your personal insights, analysis,
thinking and judgments—they should just augment them.
• While AI can assist greatly in your assignment, ensure that the final content you produce is
original. You should be able to state (and potentially defend!) that “these are your own words”.
• AI doesn’t inherently "know" what’s morally right, ethical, or true. It provides outputs based on
vast data and patterns. Be cautious of potential biases and verify information from trusted
sources. Remember, you hold the responsibility for your final output and, as with any assignment,
ensure that it upholds the ethical and academic guidelines. Likewise, double check any sources
that it cites are appropriate for academic writing before incorporating them (e.g., if the sources
are aimed at a lay audience or are not credible, it may be best to find another source). Do also
check that the sources exist and are available.
• Exercise caution when interfacing with AI platforms, especially with personal or sensitive data.
Refrain from sharing confidential, proprietary, or personal information (e.g., research data).
• Document your interactions with the AI tool clearly, noting the inputs provided, iterations made,
and outputs received. Always cite the specific AI tool or version you used (e.g., ChatGPT 3.5, Aug 3
version).
Digital Marketing 6SSMN316 /Individual Coursework
12
!"-$""
Grade A++
First
Outstanding
8"-8!%
Grade A+
First
Highly thoughtful
="-=!%
Grade A
First
Thoughtful
6"-6!%
Grade B
Upper Cnd
Good
D"-D!%
Grade C
Lower Cnd
Sound
I"-I!%
Grade D
Third
Basic
LL-L!%
Grade F+
Fail
Unsatisfactory
C"-LC%
Grade F
Fail
Poor
" -$!%
Grade FF
Fail
Very poor
Introduction +,% Outstanding
introduction. All of the
elements are present.
Very clear aims /
purpose.
Highly thoughtful
introduction. All of the
elements are present.
Very clear aims /
purpose.
Thoughtful introduction.
All of the elements are
present. Very clear aims
/ purpose.
Good introduction. All
of the elements are
present. Clear / aims
purpose.
Sound introduction.
Aims / purpose are
reasonably clear.
Basic introduction.
Aims and purpose lack
clarity.
Unsatisfactory
introduction. Aims /
purpose unclear.
Poor. Has not specified
the aims / purpose.
Very poor. None of
the specified
elements is present.
Incoherent.
Theoretical / conceptual
approaches 6,%
Demonstrates
outstanding
conceptual /
theoretical knowledge
and understanding.
Demonstrates highly
thoughtful conceptual
/theoretical
knowledge and
understanding.
Demonstrates thoughtful
conceptual / theoretical
knowledge and
understanding.
Demonstrates good
conceptual /
theoretical knowledge
and understanding.
Demonstrates sound
knowledge and
understanding.
Explanations are
uneven. Some minor
elements are missing.
Demonstrates basic
knowledge and
understanding. Some
inaccuracies. Missing
elements.
Demonstrates limited
knowledge and
understanding.
Demonstrates poor
knowledge and
understanding.
Demonstrates very
limited knowledge
and understanding.
Analysis 9,% Demonstrates
outstanding ability to
apply concepts
correctly to
appropriate material
and explain the
findings. Analysis
undertaken with
extraordinary
intellectual originality
and imagination.
Demonstrates highly
thoughtful ability to
apply concepts
correctly to
appropriate material
and explain the
findings. Analysis
undertaken with clear
intellectual originality
and imagination.
Demonstrates thoughtful
ability to apply concepts
correctly to appropriate
material and explain the
findings. Analysis
undertaken with
considerable originality
and imagination.
Demonstrates good
ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Demonstrates a sound
ability to apply
concepts correctly to
appropriate material
and explain the
findings. May include
some minor
inaccuracies.
Demonstrates a basic
ability to apply
concepts correctly to
appropriate material
and explain the
findings. May
includes inaccuracies.
Demonstrates limited
ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Demonstrates poor
ability to apply concepts
correctly to appropriate
material and explain the
findings.
Demonstrates very
limited ability to apply
concepts correctly to
appropriate material
and explain the
findings.
Conclusions +,% Outstanding, well
balanced conclusions.
Very detailed
breakdown of the
required budget
presented. Clear
limitations identified.
Exceptionally well-
drawn conclusions.
Highly thoughtful
conclusions. Detailed
breakdown of the
required budget
presented. Noted and
commented upon
limitations of the plan.
Thoughtful conclusions.
Thoughtful breakdown of
the required budget
presented. Commented
upon limitations of the
plan.
Good conclusions. The
ideas are summarised.
Good breakdown of
the required budget
presented and
limitations included.
Sound conclusions.
The discussion makes
some relevant points
but these need more
expansion. Sound
breakdown of the
required budget and
or limitations of the
plan.
Basic conclusions.
The discussion makes
some relevant points
but these need more
expansion. Basic
breakdown of the
required budget and
/or restricted
limitations of the plan.
Conclusions are
unsatisfactory.
Insufficient links to
the rest of the
assignment.
Unsatisfactory
breakdown of the
required budget
presented and /or
restricted limitations
of the plan.
Poor. Lacks depth, clarity
and coherence. Poor link
to the rest of the
assignment. Missing
elements.
Very poor. Lacks
depth, clarity and
coherence. Missing
elements.
13
Referencing and using
evidence +,%
Outstanding.
Synthesis of reference
material from a wide
range of sources.
Detailed reflection on
group work, evidence
is used to support
arguments.
Excellent and detailed
use of sources which
are well referenced
and are used
creatively to develop
the work.
Thoughtful and clear
evidence of referencing
to a wide range of
primary sources, which
are used effectively in
supporting the work.
Good range of
sources. Well
referenced, very few
inaccuracies.
Sound range of
sources identified with
appropriate
referencing and few
inaccuracies.
Narrow range of
sources. Referencing
in presented work is
adequate with some
inconsistencies or
inaccuracies.
References used are
appropriate in terms
of currency.
Unsatisfactory
referencing with
frequent error. Over
utilizes secondary
sources. Limited
ability to support
content with relevant
sources.
Poor use of reference
material with frequent
error. Inappropriate or
out dated sources with
numerous referencing
errors.
Lack of ability to
source adequate
material. Very poor
referencing.
No attempt / or very
limited to provide
evidence of sources
used.
