ASSESSMENT 2. INDIVIDUAL PROJECT
Social media platform, 2. Marketing objective, 3. Content creation, 4. Reflexive essay, 5. Business success, 6. Online community building, 7. Customer engagement, 8. Social media marketing, 9. Digital marketing, 10. Measuring success on social media.
This is a 3000 word individual project (word count excludes cover page and reference list but including everything else) due on FRIDAY 19th March. This counts for 60% of the total mark. Note that the word count is an absolute maximum not a target. The specification for this project is as follows.
1. Select a social media platform with which you are professionally unfamiliar (if you have several years experience managing a Twitter account or produce viral YouTube videos for a living you should select an alternative platform). Based on the definition of social media used in this module a very broad range of social media platforms can be applied here.
2. Define an objective related to marketing or consumption on this platform. This objective should be clear and measurable and should not just be based on volume (i.e. page views), but should rather involve a measure directly relevant to business success. This objective can be related to your personal or professional lives. Some general examples might be:
Grow a base of engaged followers on Instagram
- Build your influence in a specific online community
- Develop a YouTube channel around a specific theme / issue.
- Engage and resolve customer complaints over Twitter
- Sell a product or service in a new market via a social media channel.
3. Using a process of trial and error consume and create content to reach that objective.
4. Submit a report containing i) a summary of the activity you carried out and ii) a reflexive essay combining your experience with appropriate theories.
INFORMATION ON REPORT SUBMISSION
The report is due on the last Monday of term. It is a maximum of 3000 words, excluding the cover page and reference list. The report should be split into two parts.
Part 1) A statement of your objective and description of activity you undertook. This should contain evidence of trial and error in your activities and appropriate data points. Visual evidence (screenshots, images etc.) are likely to support your argument.
Part 2) A reflective essay evaluating the activity. Remember that reflective essays are about your experience. What did you find that surprised you? What did you learn? What didn’t work? A reflective essay goes beyond describing what happens and talks about your experience. Because it is about your experience only you can write it – examples from the internet are unlikely to be of much help. essays should clearly state a
link into appropriate theories and external data points. One way of writing a reflective essay can be through thinking about answer the following three questions:
1. What happened? In your own words.
2. So what? What did you feel at the time? Does it differ from how you feel now? What worked? What didn’t work?
3. Now what? What are the implications for the way that you might approach digital channels in the future? Has the exercise changed how easy/hard you think digital marketing is?
A reflective essay does not need a specific structure in terms of headings / subheadings but can be more fluid to reflect the contents of the essay. More information on reflective writing is available on Moodle.
As with all pieces of academic work, normal rules on referencing and plagiarism apply
FEEDBACK POLICIES
The College has an approved policy on feedback on assessment.
Please provide information about how the students will receive feedback on their work.
- Chaffey & Ellis-Chadwick, Digital Marketing, 7th Edition | Pearson
- Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications Limited.
- Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
- Journal of Interactive Marketing
- Business Horizons
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