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BMP4004 Individual Coursework assignment help
BMP4004 Individual Coursework assignment help
ASSESSMENT BRIEF
Module Code:BMP4004
Module Name: Contemporary issues in marketing
Year/Trimester/Cohort: 2024-25/Semester 2/April 2025 Cohort
Module Lecturers: Fidel Gonzalez, Roula Alasaad, Adu Adom-Boateng, Adebowale Samuel Adeshipo, Saira Sultana, Akbar Ali Karim, Roshan Ali, Fara Kharmouche, and Joel Nwaubani.
| Assessment Number | 2 |
| Assessment Type (and weighting) | Individual Coursework:No limit plus 500 words (20%) |
| Assessment Name | Digital Marketing Portfolio |
| Assessment Submission Date | 13th January 2026
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Learning Outcome Assessed:
LO3:Demonstrate ability to use creative technologies to develop digital marketing plan and design a campaign to maximise engagement
Use of Generative Artificial Intelligence (GAI) Applications in this Assessment
| AI Status | Application | Notes |
| Category A | No GAI tool is permitted. | While grammar and/or spell checkers may be used to correct individual words and sentences, the use of GAI is not allowed. This is because the learning outcomes require you to produce original assessment work without any GAI assistance Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct. |
Assessment Tasks:
In today’s rapidly changing digital landscape, organisations are showing interestsin innovative strategies and tools to maintain a competitive edge. Brands increasingly utilise digital channels, platforms, and technologies to enhance customer engagement and drive growth. This includes leveraging social media networks, e-commerce platforms, marketing automation, AI-driven personalization, and data analytics to optimise campaigns and improve decision-making.
For this task, you are required to select a brand that effectively implements these digital marketing strategies and develop a comprehensive digital communications plan. Your portfolio should demonstrate your understanding of creative technologies by including five examples of digital communication tools or channels, clearly illustrating how each is used to achieve specific marketing objectives. The plan should highlight techniques for maximising engagement, improving customer experiences, and driving measurable results.
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Additionally, you will write a 500-word reflective report summarizing your learning journey throughout this module. For instance, discuss what you learned, what worked well, and areas that could have been improved.
Further Guidance:
Your portfolio must include five examples of integrated marketing tools, selected from the following options:
- Social Media Marketing
- Content Marketing
- Search Engine Optimization (SEO)
- Pay-Per-Click (PPC) Advertising
- Short-form Video Content
- Mobile-optimised Website Design
- Google Analytics
- Chatbot
Important Note:
You do not need to include traditional marketing methods in this portfolio.
Within your portfolio, ensure that each example is part of an integrated marketing campaign and propose suitable marketing channels.
As part of your portfolio, you are required to provide a summary reflection in which you are required to.
-Briefly discuss the importance and application of digital marketing tools in contemporary marketing, highlighting their significance in reaching and engaging with the target audience.
-Justify the effectiveness of the integrated digital marketing tools you have chosen by referencing academic theories, practitioner sources, and practical examples from real companies. Explain how these tools are likely to persuade the customer to respond to the promotional campaign.
Declaration:At the end of the assessment, you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.
Minimum Secondary Research Source Requirements:
It is expected that the Reference List will contain between five and ten sources. As a MINIMUM the Reference List should include one refereed academic journal and three academic books
Specific Assessment Criteria/Marking Scheme:
Excellent (70% and above): The portfoliowill demonstrate an exceptional understanding of the digital marketing plan and its application using creative technologies in digital campaigns. Your discussion should be insightful, reflecting deep engagement with market research and databases, presents an excellent and cohesive discussion of findings through the interpretation and evaluation of information sources. Draws clear, justified and thoughtful conclusions. Demonstrates clearly creativity and initiative.Applies excellent problem-solving skills.The portfolio should be logically structured, with minimal to no spelling or grammatical errors, and exhibit a critical evaluation throughout.
Very Good (60-69%):The portfolio will demonstrate a good understanding of the digital marketing plan and uses of digital technologies in marketing campaigns. Demonstrates a thorough breadth of knowledge and understanding of theory and practice for this level.A good use of market research databases, though there may be room for greater critical engagement are also expected in this portfolio. The structure will be very good, with only minor errors in grammar or style.
Good (50-59%):The portfoliowill represent an adequate understanding of the digital marketing planand the application of digital technologies in marketing campaigns. Presents a logical discussion of findings through the interpretation and evaluation of information sources. Draws clear and justified conclusions.Demonstrates some creativity and initiative.Applies sound problem-solving skills.The report will demonstrate some use of market research databases, but the analysis may be more superficial.
Satisfactory (40-49%):The portfolio will show a satisfactory understanding of the digital marketing planand the application of digital technologies in marketing campaigns. The discussion may be somewhat descriptive rather than analytical, and the comparative analysis between the two brands may lack depth or coherence.Demonstrates a sufficient breadth of knowledge and understanding of theory and practice for this level.
Fail (39% and below): Students who do not meet the requirements of a third-class grade will not have successfully completed the assessment activity.
General Assessment Criteria for Written Assessments
GENERAL ASSESSMENT GUIDELINES – LEVEL HE4
Relevance Learning outcomes must be met for an overall pass | Knowledge and Understanding | Analysis, Creativity and Problem-Solving | Self-awareness and Reflection | Research/ Referencing | Written English | Presentation and Structure
| |
Class I 85% - 100% | Work is directly relevant and expertly addresses the requirements of the brief.
Learning outcomes are met. | Demonstrates breadth of knowledge and understanding of theory and practice beyond the threshold expectation for the level.
Demonstrates excellent understanding of key concepts in different contexts. | Presents an excellent and cohesive appraisal of findings through the critical analysis of information. Draws clear, justified and thoughtful conclusions. Demonstrates creative flair, originality and initiative. Demonstrates a critical understanding of problem-solving approaches and applies strong problem-solving skills. | Provides insightful reflection and self-awareness in relation to the outcomes of own work and personal responsibility. | A wide range of contemporary and relevant reference sources selected and drawn upon.
Sources cited accurately in both the body of text and in the Reference List/ Bibliography.
| Writing style is clear and appropriate to the requirements of the assessment. An exceptionally well written answer with competent spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used. A wide range of appropriate vocabulary is used. | The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured.
Where relevant, there is effective placement of, and reference to, figures, tables and images. |
Class I 70% - 84% | Work is relevant and comprehensively addresses the requirements of the brief.
Learning outcomes are met. | Demonstrates an excellent breadth of knowledge and understanding of theory and practice for this level.
Demonstrates in-depth understanding of key concepts. | Presents an excellent and cohesive discussion of findings through the interpretation and evaluation of information sources. Draws clear, justified and thoughtful conclusions. Demonstrates clearly creativity and initiative. Applies excellent problem-solving skills. | Provides excellent reflection and self-awareness in relation to the outcomes of own work and personal responsibility. | A range of contemporary and relevant reference sources selected and drawn upon.
Sources cited accurately in both the body of text and in the Reference List/Bibliography. | Writing style is clear and appropriate to the requirements of the assessment. An excellently well written answer with competent, spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used. A wide range of appropriate vocabulary is used. | The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured.
Where relevant, there is effective placement of and reference to, figures, tables and images. |
Class II/i 60% - 69% | Work is relevant and addresses most of the requirements of the brief well.
Learning outcomes are met. | Demonstrates a thorough breadth of knowledge and understanding of theory and practice for this level.
Demonstrates very good understanding of key concepts. | Presents a perceptive and cohesive discussion of findings through the interpretation and evaluation of information sources. Draws clear and justified conclusions. Demonstrates creativity and initiative. Applies strong problem-solving skills.
| Provides justified reflection and self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. | A range of appropriate reference sources selected and drawn upon.
Sources cited accurately in the main in the text and in the Reference List/ Bibliography. | Writing style is clear and appropriate to the requirements of the assessment. A very well written answer with competent spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used. A range of appropriate vocabulary is used. | The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured in the main. Where relevant, there is effective placement of figures, tables and images. |
Relevance Learning outcomes must be met for an overall pass | Knowledge and Understanding | Analysis, Creativity and Problem-Solving | Self-awareness and Reflection | Research/ Referencing | Written English | Presentation and Structure
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Class II/ii 50% - 59% | Work addresses key requirements of the brief. Some irrelevant content.
Learning outcomes are met. | Demonstrates a sound breadth of knowledge and understanding of theory and practice for this level.
Demonstrates sound understanding of key concepts. | Presents a logical discussion of findings through the interpretation and evaluation of information sources. Draws clear and justified conclusions. Demonstrates some creativity and initiative. Applies sound problem-solving skills.
| Provides valid reflection and self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. | Relevant reference sources selected and drawn upon.
Some sources accurately cited in both the body of text and in the Reference List/Bibliography. | Writing style is mostly appropriate to the requirements of the assessment Grammar, spelling and punctuation are generally competent and minor lapses do not pose difficulty for the reader. Paragraphs are structured and include some linking and signposting. Sentences are complete. A range of appropriate vocabulary is used. | The presentational style and layout are largely correct for the type of assignment. Logically structured in the most part.
Where relevant, effective placement of some figures, tables and images. |
Class III 40% - 49% | Work addresses the requirements of the brief, although superficially in places. Some irrelevant content.
Learning outcomes are met. | Demonstrates a sufficient breadth of knowledge and understanding of theory and practice for this level.
Demonstrates a sufficient understanding of key concepts. | Presents a valid discussion of findings through the interpretation and evaluation of information sources. Draws justified conclusions. Demonstrates creativity and initiative in places. Applies sufficient problem-solving skills. | Provides some reflection and self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. | Some relevant reference sources selected and drawn upon.
Some weaknesses in referencing technique. | Writing style is occasionally not appropriate for the assessment. Grammar, spelling and punctuation are generally competent, but may pose minor difficultiesfor the reader.Some paragraphs may lack structure, and there is limited linking and signposting. Some appropriate vocabulary is used | The presentational style and layout are largely correct for the type of assignment. Adequately structured.
Inclusion of some figures, tables and images but not always relevant and/or clear. |
Borderline Fail | Work addresses only some of the requirements of the brief. Irrelevant and superficial content.
One or more learning outcomes have not been met. | Demonstrates limited knowledge and understanding of theory and practice for this level. Demonstrates a lack of understanding of key concepts. | Presents a limited discussion of findings through the interpretation of information sources. Draws some irrelevant conclusions. Creativity and initiative are lacking. Problem-solving skills are lacking.
| Provides limited reflection and self-awareness in relation to the outcomes of own work and personal responsibility, when required. | Sources selected are limited and lack relevance.
Poor referencing technique employed. | Writing style is unclear and does not match the requirements of the assessment in question. Deficiencies in spelling, grammar and punctuation makes reading difficult and arguments unclear in places. Paragraphs are poorly structured. | For the type of assignment the presentational style, layout and/or structure are lacking. Figures, tables and images included when required but these lack clarity and relevance. |
Fail <34% | Work does not address the requirements of the brief. Irrelevant and superficial content.
One or more learning outcomes have not been met. | Demonstrates inadequate knowledge and understanding of theory and practice for this level.
Demonstrates insufficient understanding of key concepts. | Presents a limited discussion of findings with little consideration of the quality of information drawn upon.
Draws irrelevant conclusions. Creativity, initiative and problem-solving skills are absent. | Provides inadequate reflection and self-awareness in relation to the outcomes of own work and personal responsibility, when required. | There is an absence of relevant sources.
Poor referencing technique employed. | Writing style is unclear and does not match the requirements of the assessment in question. Deficiencies in spelling, grammar and punctuation makes reading difficult and arguments unclear. Unstructured paragraphs. | For the type of assignment the presentational style, layout and/or structure are lacking. Figures, tables and images are absent when required or lack relevance/clarity. |
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