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Talk to an Expert| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | University of Bolton | Module Title | BMP6038 Integrated Digital Marketing Strategies |
| Word Count | 3000 Words |
|---|---|
| Assessment Type | Portfolio |
| Assessment Title | BMP6038 Integrated Digital Marketing Strategy |
| Academic Year | 2026 |
Your task is to develop a digital marketing strategy for the international/local business that is using/applying a digital platform to achieve its business objectives.
In the portfolio, include the following elements and use visual images where applicable: -
1. Background to the company and product/ service (150 words)
2. Critically discuss why an integrated digital marketing strategy is important and effective (800 words)
3. Situational Analysis: -
Competitor benchmarking with two main competitors (use tables to show the data/numbers, and headings are not included in the word count)
Use the above findings to inform an E-Marketplace SWOT Analysis that includes only digital marketing elements (900 words)
4. Select and justify two digital marketing channels your selected Company should use (600 words)
Refer to evidence from appropriate digital sources in your appendices if required
5. For the two chosen channels, set appropriate objectives and performance measurements. Provide examples of how each of these two channels should be used, e.g., if you choose social media, mention relevant/effective strategies for each part of the customer journey with a clear rationale explaining their purpose and why they will be successful. (550 words)
Word count – Headings, numbers and references are not included in the word count.
Please use Word and Arial or Calibri font size 12. Submit your portfolio via Turnitin on the Moodle page.
Minimum Secondary Research Source Requirements:
Level HE6 - It is expected that the Reference List will contain between fifteen and twenty sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.
First class (70% and above):
Students will provide an excellent critique of the need for an integrated digital marketing strategy. It will include an in-depth analysis and critique of the company’s current situation that will feed into a comprehensive SWOT analysis. Extensive use of digital marketing analytical tools will be demonstrated. The recommendations of the channels will be supported by an excellent rationale and include excellent examples of digital skills being demonstrated in the two channels selected. The work will show extensive research demonstrating the use of a wide range of current secondary research sources. Academic style and referencing will be excellent.
2:1 (60-69%):
Students will provide a very good critique of the need for an integrated digital marketing strategy. It will include a very good analysis and a very good critique of the company’s current situation that will feed into a very good SWOT analysis. Very good use of digital marketing analytical tools will be demonstrated. The recommendations of the channels will be supported by a very good rationale and include very good examples of digital skills being demonstrated in the two channels selected. The work will show very good research, demonstrating the use of a wide range of current secondary research sources, which will be evident. Academic style and referencing will be very good.
2:2 (50-59%):
Students will provide a good critique of the need for an integrated digital marketing strategy. It will include a good analysis and a good critique of the company’s current situation that will feed into a good SWOT analysis. Good use of digital marketing analytical tools will be demonstrated. The recommendations of the channels will be supported by a good rationale and include good examples of digital skills being demonstrated in the two channels selected. The work will show good research, demonstrating the use of a wide range of current secondary research sources, which will be evident. Academic style and referencing will be good.
Third class (40-49%):
Students will provide a satisfactory critique of the need for an integrated digital marketing strategy. It will include a satisfactory analysis and some critique of the company’s current situation that will feed into a satisfactory SWOT analysis. Satisfactory use of digital marketing analytical tools will be demonstrated. The recommendations of the channels will be supported by some rationale and include some examples of digital skills being demonstrated in the two channels selected. The work will show a satisfactory level of research, and some secondary research sources will be evident. Academic style and referencing will be satisfactory.
Fail (39% and below): Students who do not meet the requirements of a third-class grade will not complete the assessment activity.
| Class | Range | Relevance | Knowledge | Argument/Analysis | Structure | Presentation | Written English | Research/Referencing |
|---|---|---|---|---|---|---|---|---|
| Class I (Exceptional Quality) | 85–100% | Directly relevant to title. Expertly addresses the assumptions of the title and/or the requirements of the brief. | Demonstrates an exceptional knowledge/understanding of theory and practice for this level. Demonstrates the ability to expertly identify and critically appraise the most important issues, themes, and questions. Demonstrates originality in conceptual understanding. | Makes creative use of appropriate arguments and/or theoretical models. Presents an exceptional critical evaluation of the material results in clear, logical, and insightful conclusions. Demonstrates distinctive or independent thinking. | Coherently articulated and logically structured. An appropriate format is used. | The presentation style & layout is correct for the type of assignment. Effective inclusion of figures, tables, plates (FTP). | An exceptionally well written answer with standard spelling and grammar. Style is clear, resourceful, and academic. | Sources accurately cited in the text. An extensive range of contemporary and relevant references cited in the reference list in the correct style. |
| Class II (Excellent Quality) | 70–84% | Directly relevant to title. Addresses the assumptions of the title and/or the requirements of the brief. | Demonstrates an excellent knowledge/understanding of theory and practice for this level. Demonstrates the ability to identify and critically appraise the most important issues, themes, and questions. | Makes creative use of appropriate arguments and/or theoretical models. Demonstrates some distinctive or independent thinking. Presents an excellent critical evaluation of the material results in clear, logical, and illuminating conclusions. | Coherently articulated and logically structured. An appropriate format is used. | The presentation style & layout is correct for the type of assignment. Effective inclusion of figures, tables, plates (FTP). | An excellently written answer with standard spelling and grammar. Style is clear, resourceful, and academic. | Sources accurately cited in the text. A wide range of contemporary and relevant references cited in the reference list in the correct style. |
| Class II/I (Very Good Quality) | 60–69% | Directly relevant to title. Addresses most of the assumptions of the title and/or the requirements of the brief. | Demonstrates a very good knowledge/understanding of theory and practice for this level. Demonstrates the ability to identify and critically appraise key issues, themes, and questions. | Uses sound arguments or theoretical models. Presents a sound critical evaluation of the material resulting in clear and logical conclusions. | Logically constructed in the main. An appropriate format is used. | The presentation style & layout is correct for the type of assignment. Effective inclusion of FTP. | A very well written answer with standard spelling and grammar. Style is clear and academic. | Sources accurately cited in the text and a wide range of appropriate references cited in the reference list in the correct style. |
| Class III (Good Quality) | 50–59% | Generally addresses the title/brief, but some omissions or irrelevant issues. | Demonstrates a good knowledge/understanding of theory and practice for this level through the identification and critical appraisal of some key issues, themes, and questions. | Presents largely coherent arguments. Evidence of critical evaluation, with some descriptive or narrative passages. Conclusions are clear and logical. | For the most part coherently articulated and logically structured. An acceptable format is used. | The presentation style & layout is correct for the type of assignment. Inclusion of FTP but lacks selectivity. | Competently written with minor lapses in spelling and grammar. Style is readable and academic in the main. | Most sources accurately cited in the text and an appropriate reference list is provided which is largely in the correct style. |
| Class III (Satisfactory Quality) | 40–49% | Some degree of relevance to the title/brief. Superficial consideration of the issues. | Demonstrates adequate knowledge/understanding of theory and practice for this level. An attempt is made to critically appraise some key issues, themes, and questions. | Presents basic arguments, but focus and consistency are lacking in places. Issues are vaguely stated. Descriptive or narrative passages are evident, which lack a clear purpose. Conclusions are not always clear or logical. | Adequate attempt at articulation and logical structure. An acceptable format is used. | The presentation style & layout are largely correct for the type of assignment. Inappropriate use of FTP or not used where clearly needed to aid understanding. | Generally, competently written, although intermittent lapses in grammar and spelling pose obstacles for the reader. Style limits communication and non-academic in several places. | Some relevant sources cited. Some weaknesses in the referencing technique. |
| Borderline Fail | 35–39% | Significant degree of irrelevance to title/brief. Only the most obvious issues are addressed at a superficial level and in unchallenging terms. | Demonstrates weaknesses in knowledge of theory and practice for this level. Key issues and themes were not identified or appraised. | Limited argument, which is descriptive or narrative in style, with little evidence of analysis. Conclusions are neither clear nor logical. | Poorly structured. Lack of articulation. Format deficient. | For the type of assignment, the presentational style &/or layout is lacking. FTP is ignored in text or not used where clearly needed. | Deficiencies in spelling and grammar make reading difficult. Simplistic or repetitious style impairs clarity. Style is non-academic. | Limited sources and weak referencing. |
| Fail | <34% | Relevance to the title/brief is intermittent or missing. The topic is reduced to its vaguest and least challenging terms. | Demonstrates a lack of basic knowledge of either theory or practice for this level, with little evidence of understanding. | Inadequate arguments and no analysis. Descriptive or narrative in style with no evidence of critique. Conclusions are sparse. | Unstructured. Lack of articulation. Format deficient. | For the type of assignment, the presentational style &/or layout is lacking. FTP as above. | Poorly written with numerous deficiencies in grammar, spelling and expression. Style is non-academic. | An absence of academic sources and a poor referencing technique. |
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