Business Impact Analysis

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Module Title:
Title of Assignment:
Programmes undertaking
the assignment:
Weighting within the
module
Word limit/presentation
criteria
Search and Social Media Marketing
Level 7
Assignment 2: Online campaign project (RKC)
• MSc Marketing
50%
Project report word limit is 2000 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.
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:
•
•
Details of the task:
•
Robert Kennedy College – http://rkc.edu
Salford Business School –
http://www.salford.ac.uk/business-school
Your own company website (must be in English with a
minimum of 5 pages)
Project report structure:
I. Scholarship – 25 marks:
You must conduct market research and data analysis to provide a
thorough justification for your recommendations.
1
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?
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, post-purchase communications, etc.).
III. Campaign – 50 marks:
Based on your analysis, create a brief online campaign plan. This
includes 5 parts:
1. Audience. Identify the relevant target audience/customers for
your campaign.
2. SMART goals. Set one-year objectives for your website that
are Specific, Measurable, Achievable, Relevant, and Time-bound.
This should include both SEO and AIDA+ performance.
3. KPI’s. Set Key Performance Indicators to measure whether
2
your SMART objectives are being met.
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.).
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
banner-type 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)
Assessment Criteria:
Marking Scheme
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
Reassessment
If you fail your assessment, and are eligible for reassessment,
you will be informed by the School Administration of the next
available opportunity for reassessment. You will be required to
improve your original submission.
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.

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