63582 Level 7 The Digital Customer Assessment Information 2024-25 | UoSM

How to Submit    

You should submit your assessment electronically via your module study space/ virtual learning environment

There are two deliverable elements of the assessment to be submitted.

(1) The Group Podcast - Only 1 member of the group should submit the group podcast on behalf of their group. This should be in audio format only (10 minutes maximum)

(2) The Individual Reflective Podcast - This should be video and audio (5 minutes maximum). The individual student will be responsible for
submission.
 
All files should be submitted via Blackboard and should not be submitted in any other way (e.g. via links from public sources). As you will be working in groups on this assessment, it is important that, owing to student privacy and confidentiality, this work is for university assessment only, and not a podcast to be made publicly available.

Podcast in this context means an audio and/ or video file that can be uploaded for submission and assessment to the university's Blackboard systems.

Assessment Task Details and Instructions

Address the following task:

You are required to complete both part A and part B of the assessment, addressing ALL questions.

Part (A) (40 Marks)

In groups of a minimum of 3 and a maximum of 4, you should create a 10-minute group audio podcast.

You will have access to the Salford Business School Media Suite for a fixed pre-bookable slot to record and edit your podcast. At the end of this recording session, you should save your podcast and submit your podcast to Blackboard. As time will be limited in the media suite you should view this as the final performance, and you should do your preparation, research, and practice in advance. For this assessment, all group members need to be equitably involved in the assessment, although you are free to allocate tasks based on the strengths and preferences of the group. For example, not all members of the group need to be recorded on the podcast, as long as they have participated equitably in its production, planning, design, etc.

Your group podcast should address the following:

Select one topic taught in this module, (i.e., •Introduction to Online Buying Behaviour Across Cultures •Sustainable Consumption •The Digital Marketplace and its impact on Customers •E-CRM • Generational Differences in Digital Responsiveness •The Psychology of Internet Behaviour and Communication •Democracy in the Digital Age: The Rise of Marketing in the Sharing Economy •Online Community Engagement, or •Brand Storytelling).

Create an engaging and informative podcast using a consumer behaviour theory, framework, or model and,
 
(1) Evaluate how your chosen topic has been impacted by cross-cultural and/or international issues in electronic customer relationship management (15 Marks)

(2)  Critically assess how your chosen topic considers ethics, sustainability and carbon literacy (15 Marks)

(3) Design and delivery of Part A (i.e., creativity, timing, structure, sources/referencing) (10 marks)

Part B (60 Marks)

You are required to submit an individual 5-minute audio-visual reflective podcast. Your podcast should address the following:

Choose any brand linked to your chosen topic in Part A

(1) Reflect on how your chosen brand may impact your consumer behaviour and your digital customer journey (25 Marks)

(2) Evaluate how your chosen brand builds and sustains its brand essence and values (25 Marks)

(3) Design and delivery of Part B (i.e., creativity, timing, structure, sources and referencing) (10 marks)

Part B podcast is audio-visual but only contains 1 slide (maximum 2), which will display your customer journey map. This can be displayed when you get to the part of your podcast related to this. In all other parts of the individual podcast, you can either be recorded as audio- only or talking head- only

Please note: Part B of the assessment will need to be completed on your device, and you will not have access to the media suite for recording purposes.

For both assessments, they should be saved in a format that can be uploaded to Blackboard.

Warning– Academic Misconduct

The University’s policy on Good Academic Conduct applies. Plagiarism, collusion, and other forms of misconduct identified by the Policy are serious offences leading to potentially very severe disciplinary consequences. Cases of academic misconduct WILL be reported.

In a nutshell, plagiarism means passing off somebody else’s work as your work.
 
The following are NOT permitted:

• Copying somebody else’s work in whole or in part
• Getting somebody else to help you with the specific content of your assignment (only general discussion with somebody else about the topics covered in the assignment is permitted – not discussion about the specific assignment contents)
• Getting somebody else to correct your work
• Copying (or cutting and pasting) text or website content into your assignment without attribution of the source with full academic referencing
• Quoting more than 100 words of text verbatim, even with attribution to the source
• Using AI-generated text-to-speech

Any student who assists another student to plagiarise or collude (by allowing their work to be copied or by specific assistance/checking another student’s work) or participates in any other form of misconduct is ALSO guilty of misconduct and will be penalised along with the student who has been assisted.

Assessment Criteria

The following assessment framework will be used

Please see Appendix 1 for level 7 grade descriptors
 
You should look at the assessment criteria to find out what we are specifically looking at during the assessment.

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

Knowledge and Understanding

Demonstrate an advanced understanding of the impact of the digital marketplace on consumers and consumer behaviour, from both theoretical and practical perspectives.

Critically evaluate the use of digital marketing communication tools for acquiring, converting, and retaining customers in the digital marketing context.

Demonstrate a comprehensive understanding of the role of consumer insight, including different international cultural traits, for building strategic consumer relationships, noting the implications for business.

Identify and assess the ethical and environmental sustainability considerations in consumer decision-making and practice, and consider the social and cultural implications of business and /or management practice.

Explain the art of conveying brands' essence, values, and offerings compellingly and memorably, that resonates with the target audience.

Practical, Professional or Subject Specific Skills

Develop and apply carbon literacy to support sustainable digital marketing decisions.

Create an online customer journey and analyse the digital customer experience via comprehensive research relevant both to the subject area and to professional practice within the digital marketing field.

Employability Skills developed/demonstrated

You will develop a range of employability skills sought by employers through each assessment.

Through this assessment will have an opportunity to develop and demonstrate the following employability skills:

(Please put a cross in the box for the skill and level demonstrated in the assessment)

I = You will have been introduced to this skill
U = You will have developed an understanding of this skill in the context of your subject
A = You will be able to apply this skill in the context of your subject
D = You will have demonstrated an enhanced understanding and application of this skill in a wider context

Word Count

Part A = 10-minute maximum recording 
Part B = 5-minute maximum recording

Markers will cease considering content for grading and feedback once the stated maximum length has been exceeded

Feedback Arrangements    

You can expect to receive feedback within 15 working days.

Academic Integrity and Referencing

Students are expected to learn and demonstrate skills associated with good academic conduct (academic integrity). Good academic conduct includes the use of clear and correct referencing of source materials. Here is a link to where you can find out more about the skills which students need:
Academic integrity & referencing Referencing
 
Academic Misconduct is an action which may give you an unfair advantage in your academic work. This includes plagiarism, asking someone else to write your assessment for you or taking notes into an exam. The University takes
all forms of academic misconduct seriously.

Assessment Information and Support

Support for this Assessment

You can obtain support for this assessment by tutor office hours, tutorials, email. Replies to email generally take up to 2 working days.

You can find more information about understanding your assessment brief and assessment tips for success here.

Assessment Rules and Processes

You can find information about assessment rules and processes in the Assessment Support module in Blackboard.

Develop your Academic and Digital Skills

Find resources to help you develop your skills here.

Concerns about Studies or Progress

If you have any concerns about your studies, contact your Academic Progress Review Tutor/Personal Tutor or your Student Progression Administrator (SPA). 

askUS Services

The University offers a range of support services for students through askUS including Disability and Inclusion Service, Wellbeing and Counselling Services.

Personal Mitigating Circumstances (PMCs)

If personal mitigating circumstances (e.g. illness or other personal circumstances) may have affected your ability to complete this assessment, you can find more information about the Personal Mitigating Circumstances Procedure here. 

Reassessment    

If you fail your assessment and are eligible for reassessment, you will be able to find the date for resubmission on your module site in Blackboard.
For students with accepted personal mitigating circumstances for absence/non-submission, this will be your replacement assessment attempt.
 
The reassessment task will be the same as the original task.

We know that having to undergo a reassessment can be challenging; however, support is available. Have a look at all the sources of support outlined earlier in this brief and refer to the Personal Effectiveness resources.

Marking Criteria / Rubric

Appendix 1: Level 7– Generic Descriptors