Marketing and Digital Technologies Level 7 Assignment Brief University of Law

Learning Outcomes:  

1. Understand and assess the current marketing technologies landscape

2. Develop analytical techniques to derive insights from data to create audience profiles and map the customer journey

3. Evaluate and assess several marketing technology tools and platforms for application in future digital and social media campaigns and formulate digital strategies based on technology driven insights

4. Design and create an effective web presence via various platforms

5. Understand the importance of legal compliance when using digital technologies

Declaration:

By sitting this assessment, I am confirming:

• That I have worked independently on this assessment submission, and I have not worked together with any current or previous student at the University to produce my submission, other than when officially permitted to do so.
  
  
• I also confirm the contents of my submission have not been generated by a third party.
  
  
• I have fully referenced and correctly cited the work of others, where required.
  
  
• I have not used any generative AI tools to generate, rephrase or otherwise produce content for this submission, except where their use was explicitly permitted, and I have read and understood the University's AI in Higher Education Policy and Protocols.
  
  
• I have read the Student Discipline Regulations and understand that any academic misconduct can lead to disciplinary consequences and undermine academic integrity.
  
  
• I understand that where applicable, I am expected to engage with my academic work in a manner that meets the professional standards and requirements set by the relevant Professional, Statutory and Regulatory Body (PSRB) or accrediting body for my course.

By submitting this assessment, I am confirming that I am fit to sit according to the Assessment Regulations.

Assessment Details: Individual Portfolio, 100% (equivalent to 2500 words).  

Referencing: Students are expected to use Harvard Referencing throughout their assignments for all your assignments at the ULBS. Please follow the Reference Link on the Library front page, which will take you through to the guide – ULaw Harvard (APA 7th).  

Submission Method: Turnitin - Your work will be put through Turnitin. All submissions will be electronically checked for plagiarism.  
You have the option to upload your work ahead of the deadline, more than once. ULBS will be reviewing your last submission only. You can only upload one file. For example, if your work contains a word document and power point slides/Excel spreadsheet you will need to copy your slides/spreadsheet into the word document.

ULBS Assessment Office Contact Details

The ULBS Assessment Office are here to help should you have any non-academic questions related to your assessments. You can contact them at AssessmentOffice@law.ac.uk  

Note: Keep in mind that self-plagiarism (when you reuse your own specific wording and ideas from work that you have previously submitted without referencing yourself) is also a form of plagiarism and is not allowed.

ASSIGNMENT DETAILS 

You are tasked with using a combination of various digital tools and your own critical and analytical skills to produce a portfolio forming a digital marketing campaign for a product or service of your choice.  
Your portfolio should be 2500 words in total, and must include the following 6 elements:

1. Introduction (LO1) (100 words)  

• Briefly outline your chosen product or service and the main marketing problem or opportunity you will address.

2. Macro/micro-environment analysis (LO2) (900 words)

• Critically assess the external factors that may affect your campaign using suitable theories and frameworks (300 words)
  
  
• Identify key competitors and critically analyse the strengths and weaknesses of the current competitive landscape using suitable theories and frameworks (300 words)
  
  
• Identify the current target market and, through a critical exploration of changing consumer behaviours and needs, propose a new / extended / altered target market and foothold customer. Develop a consumer persona using an appropriate digital tool for your foothold customer (e.g. Publisher, PowerPoint, Canva, etc.) (300 words)

3. Campaign strategy (LO2, LO3) (200 words)

• Choose one digital marketing strategy framework discussed in the module to structure your campaign. State your campaign objectives and a clear value proposition for your target market. Develop a customer journey map to help illustrate your strategy and campaign objectives using an appropriate digital tool (e.g. Publisher PowerPoint, Canva, etc.). This section should be clearly supported and justified by your findings from section 2.  

4. Technology 1: Web landing page + Social media (LO3, LO4, LO5) (500 words) •  Using appropriate digital tools (e.g. Publisher., PowerPoint, Canva, etc.):

i. Develop a landing page for your website.

ii. Propose a set of sample social media posts.

• Provide a critical commentary on how your website, choice of channels, and SEO/content strategy align with your campaign strategy and objectives. 
• Identify the main legal and ethical considerations and evaluate their relevance to your campaign.  

5. Technology 2: Emerging technologies (LO3, LO5) (500 words)

Select ONE EMERGING marketing technology explored in the module (if you are unsure as to what technologies are included, ask your tutor) and:  

i. Use appropriate digital tools (e.g. Publisher, PowerPoint, Canva, etc.) to develop a prototype (or image / storyboard) and explain how the technology can be used to support your campaign strategy.  

ii. Critically evaluate its advantages and limitations for your campaign with clear references to sections 2 and 3.  

iii. Identify the main legal and ethical considerations and evaluate their relevance to your campaign.  

6. Reflection on active engagement (LO1, LO2, LO3, LO4, LO5) (300 words)

• Critically reflect upon your experiences in preparing for / writing the assessment. You must provide evidence to show how you actively engaged with the weekly consolidate activities in the form of screengrabs. You must also show how you have engaged with critical thinking processes. It is highly recommended that you use a reflective model.  

Formatting guidance

Your final submission should feature all 6 elements merged in a single document. In addition to this, you should also include:  

1. Contents page

2. Full reference list formatted according to Harvard conventions

3. Appendix with any relevant tables / charts / graphics.

These additional materials will be exempt from the word count.  
Pebble Pad will be used as the vehicle for compiling your portfolio, although you should also download your finished portfolio from Pebble Pad and upload it to Turnitin before the deadline. Please use the preconfigured Pebble Pad template for the assessment which features separate pages for each aspect of the portfolio, allowing you to add supporting text, images, graphs, and links where relevant.  

You will work on individual elements of the portfolio as the module progresses, enabling you to complete the portfolio step-by-step rather than all in one go at the end of the workshops. To reflect this design, each element of the portfolio links to material covered in a specific workshop or set of workshops, and work toward each is embedded within the Prepare and Consolidate tasks for the corresponding units. Engaging with this structure will ensure you complete the assessment successfully and to the best of your ability.                            

Please refer to the marking criteria (below) for a breakdown of how the tasks will be marked.

Assessment Criteria