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MODULE NAME: MODULE CODE:

DIGITAL MARKETING 1A DIGM5111/d/p/w

ASSESSMENT TYPE: ASSIGNMENT 1 (PAPER ONLY)

TOTAL MARK ALLOCATION: 100 MARKS

TOTAL HOURS: 10 HOURS

By submitting this assignment, you acknowledge that you have read and understood all the rules
as per the terms in the registration contract, in particular the assignment and assessment rules in
The IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in
the Intellectual Integrity Policy (IIE023), as well as any rules and regulations published in the
student portal.

INSTRUCTIONS:

1. No material may be copied from original sources, even if referenced correctly, unless it is a
direct quote indicated with quotation marks. No more than 10% of the assignment may
consist of direct quotes.
2. Any assignment with a similarity index of more than 25% will be scrutinised for
plagiarism. Please ensure you attach an originality report to your assignment if required.
3. Make a copy of your assignment before handing it in.
4. Assignments must be typed unless otherwise specified.
5. All work must be adequately and correctly referenced.
6. Begin each section on a new page.
7. Follow all instructions on the assignment cover sheet.
8. This is an individual assignment.
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Referencing Rubric

Providing evidence based on valid and referenced academic sources Markers are required to provide feedback to students by indicating
is a fundamental educational principle and the cornerstone of high- (circling/underlining) the information that best describes the
quality academic work. Hence, The IIE considers it essential to student’s work.
develop the referencing skills of our students in our commitment to
achieve high academic standards. Part of achieving these high Minor technical referencing errors: 5% deduction from the
standards is referencing in a way that is consistent, technically overall percentage – the student’s work contains five or more
correct and congruent. This is not plagiarism, which is handled errors listed in the minor errors column in the table below.
differently.
Major technical referencing errors: 10% deduction from the
Poor quality formatting in your referencing will result in a penalty of overall percentage – the student’s work contains five or more
a maximum of ten percent being deducted from the percentage errors listed in the major errors column in the table below.
awarded, according to the following guidelines. Please note,
however, that evidence of plagiarism in the form of copied or If both minor and major errors are indicated, then 10% only (and
uncited work (not referenced), absent reference lists, or not 5% or 15%) is deducted from the overall percentage. The
exceptionally poor referencing, may result in action being taken in examples provided below are not exhaustive but are provided to
accordance with The IIE’s Intellectual Integrity Policy (0023). illustrate the error.

Required: Minor errors in technical correctness of Major errors in technical correctness of referencing
Technically correct referencing referencing style style
style Deduct 5% from percentage awarded Deduct 10% from percentage awarded
Consistency Minor inconsistencies. Major inconsistencies.
• The referencing style is generally • Poor and inconsistent referencing style used in-
• The same referencing format consistent, but there are one or two text and/or in the bibliography/ reference list.
has been used for all in-text changes in the format of in-text • Multiple formats for the same type of referencing
references and in the referencing and/or in the bibliography. have been used.
bibliography/reference list. • For example, page numbers for direct • For example, the format for direct quotes (in-text)
quotes (in-text) have been provided for and/or book chapters (bibliography/ reference
one source, but not in another instance. list) is different across multiple instances.
Two book chapters (bibliography) have
been referenced in the bibliography in
two different formats.
Technical correctness Generally, technically correct with some Technically incorrect.
minor errors. • The referencing format is incorrect.
• Referencing format is • The correct referencing format has been • Concepts and ideas are typically referenced, but a
technically correct throughout consistently used, but there are one or reference is missing from small sections of the
the submission. two errors. work.
• Concepts and ideas are typically • Position of the references: references are only
• Position of the reference: a referenced, but a reference is missing given at the beginning or end of large sections of
reference is directly associated from one small section of the work. work.
with every concept or idea. • Position of the references: references • For example, incorrect author information is
are only given at the beginning or end of provided, no year of publication is provided,
• For example, quotation marks, every paragraph. quotation marks and/or page numbers for direct
page numbers, years, etc. are • For example, the student has incorrectly quotes missing, page numbers are provided for
applied correctly, sources in presented direct quotes (in-text) and/or paraphrased material, the incorrect punctuation is
the bibliography/reference list book chapters (bibliography/reference used (in-text); the bibliography/reference list is
are correctly presented. list). not in alphabetical order, the incorrect format for
a book chapter/journal article is used, information
is missing e.g. no place of publication had been
provided (bibliography); repeated sources on the
reference list.
Congruence between in-text Generally, congruence between the in-text A lack of congruence between the in-text referencing
referencing and bibliography/ referencing and the bibliography/ and the bibliography.
reference list reference list with one or two errors. • No relationship/several incongruencies between
• There is largely a match between the the in-text referencing and the
• All sources are accurately sources presented in-text and the bibliography/reference list.
reflected and are all accurately bibliography. • For example, sources are included in-text, but not
included in the bibliography/ • For example, a source appears in the in the bibliography and vice versa, a link, rather
reference list. text, but not in the bibliography/ than the actual reference is provided in the
reference list or vice versa. bibliography.
In summary: the recording of In summary, at least 80% of the sources are In summary, at least 60% of the sources are
references is accurate and correctly reflected and included in a incorrectly reflected and/or not included in reference
complete. reference list. list.

Overall Feedback about the consistency, technical correctness and congruence between in-text referencing and bibliography:
........................................................................................................................................................................................................................................................................................

........................................................................................................................................................................................................................................................................................
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Question 1 (Marks: 15)

Define each of the below concepts and provide examples with your answer.

Q.1.1 Data. (3)

Q.1.2 Knowledge. (3)

Q.1.3 Social Media. (3)

Q.1.4 Dialogue system. (3)

Q.1.5 Brandaid. (3)

Question 2 (Marks: 15)

Read the below and answer the questions that follow.

4 Lessons to Learn from Toyota’s Digital Marketing Strategy

Toyota Motor Corporation is a Japanese automotive production and sales company headquartered in Aichi,
Japan. Founded by Kiichiro Toyoda in 1837, Toyota is the largest automotive manufacturer.Its team of experts
designs each Toyota digital marketing strategy according to the analysis of choices and expectations of the
customers.

Its strategies vary across different practicing areas at several levels including national, regional, and global
levels. They take action based on the assessment involving the target customers’ choices, purchasing capacity,
and the market condition in a specific area. They are the key elements in designing Toyota’s marketing
strategies.Toyota is also guided by the concept of continuous improvement including the principles of Kaizen,
Challenge, and Genchi Genbutsu. Kaizen is a way of thinking referring to make continuous small
improvements to business processes, which is likely to contribute to Toyota’s use of social networking sites.
Here we summarize the most favored lessons to learn from Toyota’s digital marketing strategy including the
focus on creativity and imagination, audience engagement through social media, an eco-friendly approach,
and attractive commercial films.
Source: 4 Lessons to Learn from Toyota’s Digital Marketing Strategy, Digital Agency Network.

[Online]. Available at: https://digitalagencynetwork.com/4-lessons-to-learn-from-toyotas-digital-

marketing-strategy/ [Accessed 18 March 2021].
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Q.2.1 With reference to Toyota, explain in detail one key element within the micro-environment. (5)

Q.2.2 State how Toyota has made use of technology to enhance their marketing strategy. (5)

Q.2.3 Describe how Toyota satisfies customer motivations and expectations through their (5)

digital marketing strategy.

Question 3 (Marks: 40)

Read the paragraph below and answer the questions that follow.

10 Reasons You Need A Digital Marketing Strategy in 2021

Where do you start if you want to develop a digital marketing strategy? It’s still a common challenge since
many businesses know how vital digital and mobile channels are today for acquiring and retaining customers.
Yet they don’t have an integrated plan to grow and engage their audiences effectively. If your business doesn’t
have a strategic marketing plan you will suffer and you will lose out to competitors who are more digitally
savvy.

For each of the ten problems, I will also recommend marketing solutions and next steps to help you optimize
your marketing strategy to win more customers.

What is digital marketing?

Digital marketing, specifically, refers to 'Achieving marketing objectives through applying digital technologies
and media.'

Digital technologies and media include:

Company websites
Mobile apps
Social media company pages
Search Engines
Advertising
Email and automation
Digital Partnerships with other digital companies
However, to be truly successful, digital techniques must be integrated with traditional media such as print,
TV, and direct mail as part of multichannel marketing communications. More importantly, now more than
ever, you need to be able to demonstrate the value of your work.
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Source: Chaffey, D. 2021. 10 Reasons You Need A Digital Marketing Strategy in 2021, Smart Insights.

https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-reasons-

for-digital-marketing-strategy/ [Accessed 18 March 2021].

Q.3.1 Using a business example of your choice, outline the benefits of accurate planning. (10)

Q.3.2 Discus how organisations can enhance their competitive advantage through developing (10)
social media marketing strategy.

Q.3.3 Identify and explain how organisations make use of different digital platforms for different (20)
reasons to acquire and retain customers.

In your answer, illustrate and explain the steps in developing a social media strategy for a
local business.

Question 4 (Marks: 30)

What does 2021 look like for the market research industry? For over 20 years, market researchers
have been under constant pressure to prove the value of our services, and nothing has changed in
that regard. As we face a pandemic that has cut into corporate and client profits, market
researchers are once again called upon to innovate and show our value.

Write an essay discussing the importance of the marketing research considering the pandemic
that has cut into corporate and client profits. In your answer, outline and discuss the marketing
research process.
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Criteria Points for consideration Marks

1. Structure of essay and • Correct essay structure.
clarity of writing • Logical and coherent flow. /5
• Academic tone and clear writing.
2. Content • Knowledge of the framework acquired through
/20
research, analysis and application of the case.
3. Overall Argument and • Comprehensiveness of answer.
Synthesis • Balance of breadth and depth.
/3
• Ability to build a coherent essay from the ideas
contained in multiple sources.
4. Use of sources • Evidence of wider reading.
/2
• Number and quality of sources used.
TOTAL /30

END OF ASSIGNMENT