Posted: November 26th, 2014

Internet Marketing

Internet Marketing

Project description
The report should NOT be a Literature Review. It should present arguments as a consultant who checked and assessed the current social media strategy of BBS while being reinforced and supported by academic literature (Preferably journals and articles)
Use screenshots and diagrams and figures to illustrate some of the issues and suggestions discussed in the coursework
Draw upon RECENT AND RELEVANT publications to reinforce your arguments and opinions to avoid replying on one source or article extensively .IT IS A VERY DYNAMIC TOPIC
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Referencing Requirements:
Reference both academic and online sources of information using harvard referencing style

Following the increase in tuition fees, students and parents are aiming to make the correct choice, and as such are doing a thorough research into all aspects of the universities they are considering.
Brunel Business School is one of those destinations, and this means that the school should ensure it is providing the right content that its audiences want (academic provision, facilities, social life, etc.) and also hint at the types of students it wants and needs to attract.

As a digital marketing consultant, you need to provide a report to BBS senior management with regards to the following issues:
•    Evaluate the challenges that Brunel Business School is facing with its current social media adoption/use.
•    Advise on how the school’s social media can be used more effectively to improve prospects, students and alumni engagement and support.

In order to compile this report, you as a consultant will need to practically review/check/assess/evaluate BBS’s use of social media. You will then need to justify your views/opinions/arguments based on your extensive experience (as a consultant) and you must relate to the body of literature around this area/topic (you need to research the academic literature – theories, concepts, etc. – and cite relevant articles to support your views, arguments and suggestions) as well as providing examples from other similar Institutions.

The coursework relates to the following module learning outcomes:

1.    Discuss the range of strategic marketing opportunities presented by the Internet
2.    Understand and evaluate the organisational implications of web developments and how such challenges may be addressed
3.    Evaluate how the Internet can be used to improve customer support, personalise products and communications and generate new business.

General Guidelines:

•    The report should NOT be a literature review; rather it should present your arguments as a consultant who checked and assessed the current social media strategy of the BBS while being reinforced and supported by academic literature (preferably journal articles).
•    Use screenshots/diagrams/figures to illustrate some of the issues and suggestions discussed in the coursework.
•    Draw upon recent and relevant publications to reinforce your arguments and opinions (avoid replying on one source or article extensively). Remember this is a very dynamic topic!
•    Reference both academic and online sources of information using Harvard referencing style.

Word limit: 1,500 words – (not including references, a table of contents or an executive summary). Submitting a report which is 10% over or under the word limit would penalized as shown in the marking scheme.

UG grades and grade point bands [Senate Regulation 2 (2009 starters onwards)] are: A* (17), A+ (16), A (15), A- (14), B+ (13), B (12), B- (11), C+ (10), C (9), C- (8), D+ (7), D (6), D- (5), E+ (4), E (3), E- (2), F (1)

Evaluation of the challenges BBS is facing with its current Social Media adoption/use    Grade Descriptor    40%
Excellent evaluation of the current social media adopted, and throughout discussion of the challenges being faced at present. Evidence of excellent understanding and interpretation; which is evident in the use of adequate/sufficient literature sources to support your arguments and views. Excellent use of screenshots.    A*, A+, A, A-    70-100 marks
Very good evaluation of the current social media adopted, and throughout discussion of the challenges being faced at present. Evidence of very good understanding and interpretation; which is evident in the use of very adequate/sufficient literature sources to support your arguments and views. Very good use of screenshots    B+, B, B-    60-69 marks
Good evaluation of the current social media adopted, and good discussion of the challenges being faced at present. Evidence of very good understanding and interpretation; which is evident in the use of some adequate literature sources to support your arguments and views. Good use of screenshots.     C+,C, C-    50-59 marks
Basic evaluation of the current social media adopted, and basic discussion of the challenges being faced at present. Evidence of basic understanding and interpretation; which is partially supported by a few literature sources to support your arguments and views. Basic use of screen shots.    D+, D, D-    40-49 marks
Very Limited or no evaluation of the current social media adopted, and very limited or no discussion of the challenges being faced at present. Lack of understanding and interpretation; which is evident in the limited or no use of literature sources to support your arguments and views. No use of screenshots.    E+,E, E-, F    0-39 marks

Advise on how the school’s social media can be used more effectively to improve prospects, students and alumni engagement and support    Grade Descriptor    40%
Excellent thorough discussion and presentation of the suggested improvements with regards to the respective aspects (prospects, current students and alumni engagement and support). Excellent reflection on best practices by other universities/institutions, as well as appropriate literature sources.     A*, A+, A, A-    70-100 marks
Very good thorough discussion and presentation of the suggested improvements with regards to the respective aspects (prospects, current students and alumni engagement and support). Very good reflection on best practices by other universities/institutions, as well as appropriate literature sources.     B+, B, B-    60-69 marks
Good discussion and presentation of the suggested improvements with regards to the respective aspects (prospects, current students and alumni engagement and support). Good reflection on best practices by other universities/institutions, as well as some appropriate literature sources.     C+,C, C-    50-59 marks
Fair/some discussion and presentation of the suggested improvements with regards to the respective aspects (prospects, current students and alumni engagement and support). Fair/some reflection on best practices by other universities/institutions, as well as fair/some appropriate literature sources.     D+, D, D-    40-49 marks
Very limited or no discussion and/or presentation of the suggested improvements with regards to the respective aspects (prospects, current students and alumni engagement and support). Very limited or no reflection on best practices by other universities/institutions, as well as limited or no use of appropriate literature sources.     E+,E, E-, F    0-39 marks

Writing quality and style: citations and referencing; spelling; length    Grade Descriptor    20%
The citations within the text itself were 100% accurate in every respect.  The references at the end of the text were 100% accurate in every respect.  No spelling mistakes or grammatical errors exist, and the length is within the stated range.     A*, A+, A, A-    70-100 marks
The citations within the text itself were near 100% accurate in every respect.  All of the references at the end of the text were near 100% accurate in every respect. Spelling and grammar are near 100% accurate and the length is within the stated range.    B+, B, B-    60-69 marks
The citations within the text itself were for the most part accurate, although one or two errors, only very minor, may have been made.  The references at the end of the text were for the most part accurate, although one or two errors, only very minor, may have been made.   One or two spelling and grammatical mistakes, and the length over or under the stated range by more than 10%.    C+,C, C-    50-59 marks
The citations within the text itself were for the most part accurate, although one or two errors, only minor, may have been made.  The references at the end of the text were for the most part accurate, although one or two errors, only minor, may have been made.  A number of spelling mistakes exist and the length over or under the stated range by more than 10%.    D+, D, D-    40-49 marks
Many, or all, of the following apply.  The references both within and/or at the end of the text were missing or inadequately cited and presented. Numerous spelling mistakes exist and the length is over or under the stated range by more than 10%.    E+,E, E-, F    0-39 marks

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