Student Assignment Brief

This document is intended for Coventry University Group students for their own use in
completing their assessed work for this module. It must not be passed to third parties or
posted on any website. If you require this document in an alternative format, please contact
your Module Leader.

Contents:
• Assignment Information
• Assignment Task
• Marking and Feedback
• Assessed Module Learning Outcomes
• Assignment Support and Academic Integrity
• Assessment Marking Criteria

The work you submit for this assignment must be your own independent work, or in the case of a
group assignment your own groups’ work. More information is available in the ‘Assignment Task’
section of this assignment brief.

Assignment Information
Module Name: Marketing, Digital and Social Media

Module Code: 4007MKT

Assignment Title: Composite Assessment

Assignment Due: 28/03/2024 at 18:00 UK time

Assignment Credit: 15 credits

Word Count (or equivalent): 1500 words +/- 10%, plus artefact

Assignment Type:

Percentage Grade (Applied Core Assessment). You will be provided with an overall grade between
0% and 100%. You have one opportunity to pass the assignment at or above 40%.

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assessed work for this module. It must not be passed to third parties or posted on any website. Page 1 of 9
Assignment Task
This composite assignment consists of two distinct components: a marketing communications artefact
and a supporting written report. You are required to create a marketing communications artefact and
provide a report, justifying your design decisions in alignment with marketing theories.

Assignment format requirements:

1. Marketing Communications Artefact:

- You must create a marketing communications artefact, which could be a digital graphic, a video
(e.g., a YouTube or TikTok video), or any other digital format appropriate for social media marketing.

- All submissions must be in a digital format. For submission, include a link to the artefact in your
report (if available online) or embed the artefact within your report.

2. Supporting Written Report:

- The report should provide a rationale for your design choices, explaining their alignment with
marketing theories and principles.

- Discuss the intended impact of your artefact on the target audience, using relevant marketing
concepts.

Assignment guidance:

Definition of Artefact in Marketing: An artefact in marketing refers to any promotional tool used to
communicate a message to a target audience. Examples include adverts in various media, direct
marketing, or promotions.

First Step - Select a current marketing communications example from any organisational context
(B2B, B2C, B2B2C), non-profit, charity, or even government that you think could be improved. You
may choose from the following contexts:

- A specific product (e.g., a new product launch or product-based seasonal campaign)

- A brand (e.g., focusing on brand name, reputation, image, positioning)

- A service (e.g., insurance, childcare, cleaning)

- A charity or NGO (e.g., Barnardo’s, Oxfam)

- A cause (e.g., environmental campaigning, health)

- Behaviour change (e.g., lifestyle)

Second Step - Design your artefact and explain why and how you have designed your artefact,
provide a rationale for the decisions made in its production.

Your written report should include:

1. Context:

Investigate the current situation using appropriate theories, concepts, and models to identify key
factors from both the internal and external marketing environments relevant to your chosen marketing
communications example.

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2. Explanation of STP:

Explain the concept and methods of segmentation, targeting, and positioning as they relate to your
chosen marketing communications example, noting any deficiencies, limitations, and areas for
improvement.

3. Application of Marketing Mix:

Describe your chosen media or promotional channel, with a rationale for your choice. This rationale
should connect appropriately to the target audience and demonstrate an understanding and
application of relevant aspects of the marketing mix.

4. Artefact Execution and Rationale:

Your artefact — the tangible outcome of your analysis — should clearly communicate your central
communication idea. You should include an explanation and rationale for your artefact.

The artefact must be suitable for placement in any media, direct marketing, or promotion, for example,
a YouTube, Vlog, a webpage, an online advert, a digital poster, a promotional email, TikTok video, or
Insta story. It can be created in Microsoft Office programmes, or designed using other available
software, e.g., Canva.

Word Count:

The word count for the report is 1500-word report, plus the artefact.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work
exceeding the word limit by 10% or more.

The word limit includes quotations and citations but excludes the references list.

Submission Instructions:
- For submission, include a link to the artefact in your report (if available online) or embed the artefact
within your report. If the link is not accessible and the artefact cannot be viewed, a zero mark will be
awarded for the artefact.

- Ensure that your report clearly identifies the link or location of your digital artefact.

- For other digital formats, embed the images or include screenshots in your report.

- In ONE file, submit your written report, including the artefact, to the 4007MKT Aula page.

Development of Skills and Attributes:

Graduate Attribute: Communicate Effectively

This assessment allows you to gain experience in ensuring your communications are as effective as
they can be. You will reach an understanding of how to manage communications according to how,
what, and when you want to communicate and the characteristics of the different audiences you want
to address.

Graduate Attribute: Think Creatively

This assessment allows you to develop your skills and experience at thinking creatively. This includes
thinking dynamically to find creative and innovative ideas to improvement on existing ones and
creating solutions to the ever-changing challenges of the marketing environment.

Graduate Attribute: Act with Integrity

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This assessment allows you to demonstrate your ability to work with integrity, taking pride in your
work and achievements and showing awareness of how to act in a professional environment.

Marking and Feedback

How will my assignment be marked?
Your assignment will be marked by the module team.

How will I receive my grades and feedback?

Provisional marks will be released once internally moderated.

Feedback will be provided by the module team alongside grades release.

Your provisional marks and feedback should be available within 3 weeks (15 working days).

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of
this brief. Ensure you understand the marking criteria to ensure successful achievement of the
assessment task. The following module learning outcomes are assessed in this task:
3. Explain the concepts and methods of market segmentation, targeting and positioning
4. Identify and apply the marketing mix and extended marketing mix, including the use of digital
marketing tools and social media platforms

Assignment Support and Academic Integrity

If you have any questions about this assignment please see the Student Guidance on Coursework for
more information.

Spelling, Punctuation, and Grammar:

You are expected to use effective, accurate, and appropriate language within this assessment task.

Academic Integrity:
The work you submit must be your own, or in the case of groupwork, that of your group. All sources of
information need to be acknowledged and attributed; therefore, you must provide references for all
sources of information and acknowledge any tools used in the production of your work, including
Artificial Intelligence (AI). We use detection software and make routine checks for evidence of
academic misconduct.

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assessed work for this module. It must not be passed to third parties or posted on any website. Page 4 of 9
Definitions of academic misconduct, including plagiarism, self-plagiarism, and collusion can be
found on the Student Portal. All cases of suspected academic misconduct are referred for
investigation, the outcomes of which can have profound consequences to your studies. For more
information on academic integrity please visit the Academic and Research Integrity section of the
Student Portal.

Support for Students with Disabilities or Additional Needs:

If you have a disability, long-term health condition, specific learning difference, mental health
diagnosis or symptoms and have discussed your support needs with health and wellbeing you may be
able to access support that will help with your studies.

If you feel you may benefit from additional support, but have not disclosed a disability to the
University, or have disclosed but are yet to discuss your support needs it is important to let us know
so we can provide the right support for your circumstances. Visit the Student Portal to find out more.

Unable to Submit on Time?

The University wants you to do your best. However, we know that sometimes events happen which
mean that you cannot submit your assessment by the deadline or sit a scheduled exam. If you think
this might be the case, guidance on understanding what counts as an extenuating circumstance, and
how to apply is available on the Student Portal.

Administration of Assessment
Module Leader Name: Sophie Yang / Shannen Gibbons

Module Leader Email: aa5859@coventry.ac.uk / ad0002@coventry.ac.uk

Assignment Category: Composite

Attempt Type: Standard

Component Code: CW

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Assessment Marking Criteria
Context:
Industry background, theory,
concepts & models
Weighting: 15%
80 to 100% Exceptional wide-ranging research
in depth and breadth provides
numerous detailed insights into the
sector context and the conditions of
the internal and external marketing
environment.
70 to 79% Excellent broad research provides
a comprehensive overview of the
sector context and the conditioning
factors of the internal and external
marketing environment.
This document is intended for Coventry University Group students for their own use in completing their
assessed work for this module. It should not be passed to third parties or posted on any website.
Explanation of STP
Weighting: 30%
Exceptional explanation of the
example of marketing
communications of your chosen
organisation. The segmentation of
the overall market and the
composition and characteristics of
target audiences are carefully
accounted for, and the positioning
strategy of the chosen organisation
is fully appreciated. Thorough
appraisal of the communications
taking into account format, message
content, media usage, target
audience and considerations of
message purpose and desired
position. A thoughtful, insightful
assessment of relative strengths
and weaknesses is demonstrated
clearly indicating deficiencies,
limitations and key areas for
improvement.
Excellent explanation of the
example of marketing
communications of your chosen
organisation. There is a high level of
knowledge of market segmentation
demonstrated in keeping with a
thorough appreciation of how the
chosen organisation is positioned to
its target audiences. A detailed
appraisal of the communications
taking into account format, message
content, media usage, target
audience and considerations of
Application of Marketing Mix:
Analysis & evaluation
Weighting: 30%
Exceptional evidence identified to
demonstrate the suitability and
viability of the decisions taken to
enhance the communications of the
chosen organisation and mitigate
the deficiencies identified. The
thoughtful, meticulous
communication choices regarding
purpose, format, message content,
media usage show correct
appreciation of and connections to
the target audience and accurate
understanding and application of
relevant aspects of the marketing
mix.
Excellent evidence identified to
demonstrate the suitability and
viability of the decisions taken to
improve the communications of the
chosen organisation and mitigate
the deficiencies identified. The
communication choices regarding
purpose, format, message content,
media usage show an assured
understanding of and connections
to the target audience and accurate
understanding and application of
Artefact Execution and
Rationale
Weighting: 25%
The artefact shows exceptional
execution and rationale, clearly
communicating the central idea. It
features an original, innovative
idea based on highly appropriate
media choices. There is a strong,
clear match to the communication
needs of the target audience,
aligning perfectly with previously
identified improvement areas.
The artefact exhibits excellent
execution and rationale, effectively
conveying the central idea. It
demonstrates some originality,
differentiating from typical sector
communications, and is based on
appropriate media choices. A clear
match to the target audience's
needs is evident, in line with
identified improvement areas.
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60 to 69% Very good research provides an
appropriate overview of the sector
context and most of the
conditioning factors of the internal
and external marketing
environment are recognised.
50 to 59% Good research provides a
reasonable overview of the sector
context with some relevant
understanding of the influence of
conditioning factors from the
internal and external marketing
environment.
This document is intended for Coventry University Group students for their own use in completing their
assessed work for this module. It should not be passed to third parties or posted on any website.
message purpose and desired
position. A comprehensive
assessment of strengths and
weaknesses is demonstrated clearly
indicating deficiencies, limitations
and main areas for improvement.
Very good explanation of the
example of marketing
communications of your chosen
organisation. There is a suitable
knowledge of market segmentation
demonstrated and a generally
accurate identification of target
audiences and the desired position
of the chosen organisation. An
appropriate appraisal of the
communications taking into account
format, message content, media
usage, target audience and
considerations of message purpose
and desired position. A fair
assessment of strengths and
weaknesses is demonstrated
indicating some deficiencies,
limitations and some areas for
improvement.
Good explanation of the example of
marketing communications of your
chosen organisation. There is some
knowledge of market segmentation
processes employed across the
sector and a generally satisfactory
identification of target audiences
and how the chosen organisation
has developed its positioning
strategy. A reasonable appraisal of
the communications taking into
account format, message content,
media usage, target audience and
considerations of message purpose
and desired position. A broadly
satisfactory assessment of strengths
and weaknesses is demonstrated
relevant aspects of the marketing
mix.
Very good evidence identified to
demonstrate the suitability and
viability of the decisions taken to
improve the communications of the
chosen organisation and suitable
linkage to any deficiencies
identified. The communication
choices regarding purpose, format,
message content, media usage
show a fair understanding of and
connections to the target audience
with few discrepancies and an
acceptable understanding and
application of relevant aspects of
the marketing mix.
Good evidence identified to
demonstrate the suitability and
viability of the decisions taken to
improve the communications of the
chosen organisation and some
linkage to any deficiencies
previously identified. The
communication choices regarding
purpose, format, message content,
media usage show an acceptable
understanding of and connections
to the target audience with some
discrepancies and a broadly
satisfactory understanding and
application of relevant aspects of
the marketing mix.
The artefact has very good
execution and rationale, clearly
expressing the central idea. The
design idea is appropriate,
generally avoiding typical sector
communications, and is centred on
suitable media choices. It matches
the target audience's needs and
relates to previously identified
improvement areas.
The artefact shows good execution
and rationale, attempting to
communicate the central idea. The
design idea is reasonable, with
some similarities to sector norms,
and is based on potentially
relevant media choices. It
somewhat matches the target
audience's needs and shows a link
to previously identified
improvement areas.
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40 to 49% Outcomes met with adequate
research providing a sufficient
overview of the sector context
though partial in its appreciation of
the full extent and influence of
conditioning factors from the
internal and external marketing
environment.
Fail Outcomes not met with limited
30 to 35% research of the sector context and
limited appreciation of the full
extent and influence of conditioning
factors from the internal and
external marketing environment.
This document is intended for Coventry University Group students for their own use in completing their
assessed work for this module. It should not be passed to third parties or posted on any website.
indicating some deficiencies,
limitations and some areas for
improvement.
Outcomes met with an adequate
explanation of the example of
marketing communications of your
chosen organisation. There is
adequate knowledge of market
segmentation processes employed
across the sector though with room
for a more detailed assessment of
target audiences and how the
chosen organisation has developed
its positioning strategy. A
reasonable though partial appraisal
of the communications taking into
account format, message content,
media usage, target audience and
considerations of message purpose
and desired position. A satisfactory
though partial and uneven
assessment of strengths and
weaknesses is demonstrated
indicating some deficiencies,
limitations and some key areas for
improvement.
Outcomes not met with a limited
explanation of the example of
marketing communications of your
chosen organisation. There is
limited knowledge of market
segmentation processes employed
across the sector with limited
assessment of target audiences and
how the chosen organisation has
developed its positioning strategy. A
limited appraisal of the
communications taking into account
format, message content, media
usage, target audience and
considerations of message purpose
and desired position. A limited
assessment of strengths and
Outcomes met with adequate
evidence identified to demonstrate
the suitability and viability of the
decisions taken to improve the
communications of the chosen
organisation and some linkage to
any deficiencies previously
identified. The communication
choices regarding purpose, format,
message content, media usage
show an acceptable understanding
of and connections to the target
audience with some discrepancies
and a partial understanding and
application of relevant aspects of
the marketing mix.
Outcomes not met. Limited
evidence identified to demonstrate
the suitability and viability of the
decisions taken to improve the
communications of the chosen
organisation and limited linkage to
any deficiencies previously
identified. The communication
choices regarding purpose, format,
message content, media usage
show a limited understanding of and
connections to the target audience
with key discrepancies and a limited
understanding and application of
relevant aspects of the marketing
mix.
Outcomes met. The artefact
provides adequate execution and
rationale, with an attempt to
convey the central idea. The
design shows considerable
similarity to sector norms, lacking
originality. There's a partial match
to the target audience's needs, and
the artefact weakly links to
previously identified improvement
areas.
Outcomes not met. The artefact
has limited execution and
rationale, with minimal effort in
communicating the central idea.
The design is significantly similar
to sector norms, showing little
originality. There is a disjointed
match to the target audience's
needs and minimal link to
improvement areas.
Page 8 of 9

Fail Outcomes not met with no/minimal
0 to 29% research of the sector context and
no/minimal appreciation of the full
extent and influence of conditioning
factors from the internal and
external marketing environment.
This document is intended for Coventry University Group students for their own use in completing their
assessed work for this module. It should not be passed to third parties or posted on any website.
weaknesses is demonstrated
indicating key deficiencies and
limitations with many areas for
improvement.
Outcomes not met with no/minimal
explanation of the example of
marketing communications of your
chosen organisation. There is
no/minimum knowledge of market
segmentation processes employed
across the sector with no/minimal
assessment of target audiences and
how the chosen organisation has
developed its positioning strategy.
No / minimal appraisal of the
communications taking into account
format, message content, media
usage, target audience and
considerations of message purpose
and desired position.no / minimal
assessment of strengths and
weaknesses is demonstrated
indicating critical deficiencies and
limitations with significant areas for
improvement.
Outcomes not met. No/minimal Outcomes not met. The artefact
evidence identified to demonstrate shows minimal or no execution and
the suitability and viability of the rationale, failing to communicate
decisions taken to improve the the central idea. The design is
communications of the chosen unoriginal, closely mimicking
organisation and no/minimal linkage sector norms. There is minimal or
to any deficiencies previously no match to the target audience's
identified. The communication needs and no significant link to
choices regarding purpose, format, improvement areas.
message content, media usage
show no/minimal understanding of
and connections to the target
audience with critical discrepancies
and no/minimal understanding and
application of relevant aspects of
the marketing mix.
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