MGT4009 Digital Marketing Strategy – Assessment Brief 2025/26
Please read the assessment question carefully to ensure full understanding.
If anything is unclear, post questions on the course Moodle Discussion Forum; a member of the teaching team will respond directly.
Assessment Information
- Course Code: MGT4009
- Course Title: Digital Marketing Strategy
- Course Coordinator: Amy Goode
- Assessment Weighting: 30%
- Question Release Date: 22 September 2025
- Submission Date: 4 December 2025
- Grades & Feedback Release: 8 January 2026
- Word Limit: 1,500 words (+/- 10%)
- Penalty for Exceeding Word Limit: Minor commentary; major overages may result in a 1 sub-band grade decrease (e.g., B1 → B2).
Assessment Details
- Type: Individual
- Method: Reflective essay
Intended Learning Outcomes (ILOs) Assessed
- ILO2: Critically assess the role digital marketing can play in business strategy.
- ILO4: Critically reflect on the practical implementation of a digital marketing strategy and your individual role in group work.
Assessment Task
This assignment synthesises the work completed throughout the Digital Marketing Strategy course, enabling you to reflect on and evaluate your experience of practical learning and group-based digital marketing projects.
Requirements:
- Reflect on the group project – consider the development of your team’s digital marketing strategy and campaign.
- Evaluate your individual experience – discuss your contributions, insights, and learning outcomes from both a skills and knowledge perspective.
Guidance for Reflection
- Describe how your group developed the digital marketing strategy.
- Explain the rationale behind key decisions.
- Reflect on your personal learning: skills gained, knowledge developed, areas for improvement, and your role in the group. Did your experience align with your expectations?
- Consider the dynamics of teamwork and the project’s insights into professional practice.
Assessment Criteria
| Criteria | Excellent (A1–A5) | Very Good (B1–B3) | Good (C1–C3) | Satisfactory (D1–D3) | Weak/Poor (E1 or below) |
|---|---|---|---|---|---|
| Reflection on Group Strategy Development | Sophisticated reflection on the process; clear rationale and strong critical evaluation of outcomes | Strong reflection; rationale explained, minor gaps in depth | Adequate reflection; rationale present, limited depth/criticality | Basic reflection; limited explanation | Minimal or no meaningful reflection; rationale absent |
| Personal Learning & Development | Deep, honest reflection on skills, knowledge, areas for improvement; self-aware of role, surprises, and learning | Good reflection on learning and role; acknowledges areas to develop | Adequate reflection; limited depth; partial self-awareness | Basic description with minimal insight | Little or no reflection on own learning, role, or development |
| Reflection on Teamwork & Industry Insight | Sophisticated evaluation of group dynamics and decision-making; clear links to industry practice | Strong reflection on teamwork; some industry insight | Adequate reflection; limited or generic industry links | Minimal reflection; weak industry insight | No meaningful reflection on teamwork or industry context |
| Evidence of Wider Reading & Integration | Excellent integration of academic and professional sources beyond course materials; references enhance reflection | Good use of wider reading; well-integrated references | Some evidence of wider reading; limited integration | Minimal evidence of wider reading; mainly course materials | No evidence of wider reading; references absent or inappropriate |
| Academic Writing, Structure & Referencing | Highly coherent, well-structured, clear, analytical, professional; flawless Harvard referencing | Well-structured; mostly analytical; minor referencing errors | Adequate structure; generally clear; some descriptive writing; referencing mostly accurate | Weakly structured; sometimes unclear; inconsistent referencing | Poorly structured; unclear or unprofessional; referencing absent or incorrect |
Additional Guidance
- Reflect on how the group worked together and made decisions.
- Consider what the project revealed about industry practices and effective collaboration.
- Demonstrate evidence of reading and thought beyond course materials to enhance your reflection.
Assessment Weight: 30% of your overall grade.
Feedback Method
- Individual feedback provided via Moodle.
- Generic class-level feedback and grade profiles also available.
- Students may use academic staff office hours for additional feedback.
