BMP6036 E-Commerce and Contemporary Marketing Practice-You are required to develop an integrated marketing plan using a marketing planning tool (SOSTAC, Four Phase model, RACE or other recognised model of your choice)
ASSIGNMENT 2
BMP6036 E-Commerce and Contemporary Marketing Practice
Module Number and Name | BMP6036 E-Commerce and Contemporary Marketing Practice |
Assessment Number | 2 |
Assessment Type and weighting | Written coursework - 2500 words (50%) |
Assessment Title | Marketing Plan |
Assessment Submission Date |
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Learning Outcomes Assessed:
LO3 | Critically evaluate the nature and role of E Commerce and interpreting data in current marketing planning processes |
LO4 | Develop a creative integrated marketing plan, justifying your selected marketing mix and estimating the potential value generation. |
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. |
Assignment brief:
Using the company that you selected to focus on in Assignment 1 (Critical Review), you are required to provide a 2500-word an integrated marketing plan which includes a selected marketing mix and clear justification for your plan.
You are required to develop an integrated marketing plan using a marketing planning tool (SOSTAC, Four Phase model, RACE or other recognised model of your choice) to determine the strategy, tactics and resource allocation required to justify your selected marketing mix. The overall objective of your marketing plan is to generate increase value for the company you have selected.
This should be submitted in a professional report format.
Essential content:-
a) Introduction
b) Contents page
c) Main body
- Critically evaluate the macro environment from an e-commerce perspective and its relevance to your marketing plan
- Use a marketing planning tool to develop an integrated marketing plan for the company selected in Assignment 1
- Consider and identify a marketing mix, justifying your selection and its impact on possible value generation once implemented
d) Conclusion
e) References
f) Appendices
You are required to use up-to-date reference sources of information to complete the assignment. Important and helpful information:
Please refer to the Module Guide for information regarding indicative reading, guidelines for the preparation and submission of assignments, and the module learning outcomes.
Specific Assessment Criteria: (Please note that the General Assessment Criteria will also apply. Please see General Assessment Guidelines for Written Assessments Level HE6)
Minimum Secondary Research Source Requirements: Level HE6 - It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.
Required for submission:
Assignments must be type-written and submitted using Turnitin (via Moodle) in a single WORD file. Please upload your assignment on the specific Turnitin link provided on Moodle.
Provide full Harvard references (in-text citations and a references list) for secondary sources using the format suggested by the University of Greater Manchester, Harvard Referencing Guidelines. No hard copy is required. Your work will be assessed, and feedback provided using the grading criteria set for HE6.
Word count is 2,500 words and up to 10% over the specified word count there is no penalty. See module guide for penalties applied for going under 10% or going over 10% on word count. The reference list is not included in the word count.
Please be aware that all Turnitin submissions are subject to similarity checks for plagiarism. Plagiarism (cheating) is a serious academic offence, especially at this stage of a degree programme. Guidance about and how to avoid plagiarism can be found on the University’s LEAP Online website.
Minimum Secondary Research Source Requirements:
Level HE6: It is expected that the Reference List will contain between fifteen to twenty sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.
Marking guide and Assessment Criteria:
Please note that the specific marking guide below along with the General Assessment Criteria (in the module guide) applies for this assessment.
Grade Band | Specific Criteria |
Exceptional Quality (85– 100%) | The marketing plan demonstrates strategic thinking and excellent application of planning tools. Objectives are SMART, clearly justified, and aligned with business goals. Situational analysis is comprehensive and critical. The marketing mix is expertly justified with clear links to value creation. Writing is professional, fluent, and excellently structured. Referencing is extensive and accurate. |
Excellent Quality (70–84%) | The marketing plan is well- developed and coherent. Digital tools and planning frameworks are effectively integrated. Objectives are clear, specific, and justified. Situational analysis is robust and relevant. The marketing mix is well-applied with clear connections to value generation. Writing is clear and well-structured with accurate referencing. |
Very Good Quality (60– 69%) | The marketing plan addresses the brief competently. Planning tools are appropriately used. Objectives are mostly SMART and justified. Situational analysis is relevant and thoughtful. The marketing mix shows good application with some critical evaluation. Writing is coherent with mostly accurate referencing and minor structural lapses. |
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Good Quality (50–59%) | The marketing plan meets basic requirements but lacks strategic depth. Digital tools are mentioned but not well- integrated. Objectives are present but not fully justified. Analysis is descriptive rather than critical. The marketing mix has limited justification. Writing is generally clear but may have structural inconsistencies and referencing errors. |
Satisfactory Quality (40– 49%) | The marketing plan is superficial and lacks depth. Digital tools are poorly integrated or misapplied. Objectives are vague or underdeveloped. Analysis is limited with minimal critical thinking. The marketing mix has weak justification. Writing may be disorganized with weak referencing and limited academic tone. |
Fail (35–39%) | The marketing plan fails to address key requirements. Planning tools are absent or misused. Objectives are missing or irrelevant. Analysis is weak or unsupported. The marketing mix is poorly justified or absent. Writing shows significant structural and academic deficiencies with poor referencing. |
Fail ( | The marketing plan does not meet assignment requirements. No meaningful engagement with marketing planning or theory. Tools, objectives, and analysis are absent or irrelevant. The marketing mix is missing or incoherent. Writing lacks academic standards with absent or incorrect referencing. |
Specific Assessment Guidelines for Written Assessments HE6
| 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 (Exceptional Quality) 85% - 100% | Work is directly relevant and expertly addresses the requirements of the brief. Learning outcomes are met. | Demonstrates an exceptional breadth and depth of knowledge and understanding of digital marketing theory and practice beyond the threshold expectation for the level. Demonstrates mastery in conceptual understanding of a range of specialised digital marketing activities. | Presents an exceptional synthesis and critical evaluation of findings from a broad range of relevant sources in order to draw clear, systematic, justified and insightful conclusions. Provides a sophisticated critical insight and expertly interprets complex matters and ideas relating to digital marketing. Demonstrates exceptional creative flair and a high level of originality. Demonstrates exceptional problem- solving skills and initiative. | Provides insightful reflection and critical self- awareness in relation to the outcomes of own work and personal responsibility. | An extensive 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, succinct 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 inclusion of, and reference to, figures, tables and images. |
Class I (Excellent Quality) 70% - 84% | Work is relevant and comprehensively addresses the requirements of the brief.
Learning outcomes are met. | Demonstrates an excellent breadth and depth of knowledge and understanding of digital marketing theory and practice for this level. Demonstrates an in-depth conceptual understanding of a range of specialised digital marketing activities. | Presents an excellent synthesis and critical evaluation of findings from a broad range of relevant sources in order to draw clear, systematic, justified and perceptive conclusions. Provides a critical insight and clearly interprets complex matters and ideas relating to digital marketing. Demonstrates creative flair and a high level of originality. Demonstrates excellent problem- solving skills and initiative. | Provides excellent reflection and critical 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, succinct 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 inclusion of, and reference to, figures, tables and images. |
Class II/i (Very Good Quality) 60% - 69% | Work is relevant and addresses most of the requirements of the brief well. Learning outcomes are met. | Demonstrates a thorough breadth and depth of knowledge and understanding of digital marketing theory and practice for this level. Demonstrates a sophisticated conceptual understanding of a range of specialised digital marketing activities. | Presents a perceptive synthesis and critical evaluation of findings from a range of relevant sources in order to draw clear, justified and thoughtful conclusions. Interprets complex matters and ideas relating to digital marketing well. Demonstrates a good level of creativity and originality. Demonstrates strong problem-solving skills. | Provides very good reflection and critical self- awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. | A wide range of relevant reference sources selected and drawn upon. Sources cited accurately in the main in both the body of text and in the Reference List/ Bibliography. | Writing style is clear, succinct 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 inclusion of, and reference to, 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 |
Class II/ii (Good Quality) 50% - 59% | Work addresses key requirements of the brief. Some irrelevant content. Learning outcomes are met. | Demonstrates a sound breadth and depth of knowledge and understanding of digital marketing theory and practice for this level. Demonstrates a sound conceptual understanding of specialised digital marketing activities. | Presents a logical evaluation of findings from a range of relevant sources in order to draw clear and justified conclusions. Interprets some complex matters and ideas relating to digital marketing. Demonstrates some creativity. Demonstrates effective problem-solving skills and initiative. | Provides good reflection and critical self- awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. | A range of relevant reference sources selected and drawn upon. Most sources accurately cited 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 correct for the type of assignment. Logically structured in the most part. Inclusion of figures, tables and images but not all relevant or referred to. |
Class III (Satisfactory Quality) 40% - 49% | Work addresses the requirements of the brief, although superficially in places. Some irrelevant content. Learning outcomes are met. | Demonstrates a sufficient breadth and depth of knowledge and understanding of digital marketing theory and practice for this level. Demonstrates a conceptual understanding of some specialised digital marketing activities. | Presents an evaluation of findings from a range of sources in order to draw some valid conclusions. Interprets some complex matters and ideas relating to digital marketing but with descriptive passages evident which lack clear purpose. Demonstrates creativity in places. Demonstrates sufficient problem- solving skills and initiative. | Provides some reflection and critical 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 difficulties for 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 all clear, relevant and/or referred to. |
Borderline Fail 35% - 39% | Work addresses some of the requirements of the brief. Irrelevant and superficial content. One or more learning outcomes have not been met. | Demonstrates a lack of knowledge and understanding of digital marketing theory and practice for this level. Demonstrates Insufficient conceptual understanding of specialised digital marketing activities. | Presents a limited evaluation of findings from set sources. Descriptive or narrative passages evident which lack clear purpose and fail to demonstrate understanding of digital marketing. Demonstrates little creativity. Demonstrates insufficient problem- solving skills and initiative. | Provides limited reflection and critical self- awareness in relation to the outcomes of own work and personal responsibility, when required. | Sources selected are limited and lack validity/relevance. Poor referencing technique employed. | Writing style is unclear and does not match the requirements of the assessment. 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. Inclusion of figures, tables and images but not clear, relevant and/or referred to. |
Fail
| 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 digital marketing theory and practice for this level. Demonstrates insufficient conceptual understanding of relevant digital marketing activities. | Analysis is weak and poorly constructed with inadequate sources drawn upon. Fails to demonstrate adequate knowledge of digital marketing theory/techniques. Demonstrates little or no creativity. Demonstrates a lack of problem- solving skills and initiative. | Provides inadequate reflection and self- awareness in relation to the outcomes of own work and personal responsibility, when required. | An absence of relevant sources selected and drawn upon.
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. Inclusion of figures, tables and images but not clear, relevant and/or referred to. |
