MKT6053 Digital Enterprise L6 Coursework Assessment | BCU

MKT6053 Assessment Information

Scenario

The assessment is intended to provide an experiential opportunity for you to explore and develop a creative and viable digital enterprise idea. You will need to take into account real-world considerations, be creative, innovative and develop assets to support your idea.

The rationale for this approach is to equip you with the skills and confidence to explore and develop a viable business idea.

You are required to develop a digital enterprise proposition which will result in a portfolio.

Please select one of these options from the following:

• A digital product (e.g. an app), including detailed rationale and proposition, intended revenue streams with robust evidence and rationale of intended markets (2000-word report) and the provision of at least five associated marketing materials/assets to accompany a digital marketing launch strategy, including a detailed storyboard of the app (1000 words associated with assets e.g.to annotate or include).
• A content-based digital enterprise strategy, including a robust start of a digital enterprise project (e.g. vlogging channel / podcast channel or other negotiated platform) including a minimum 5 pieces of long-form content (e.g. videos, blog posts, podcasts) or 15 pieces of short-form content (e.g. short 30 sec TikToks, Instagram posts, reals, YT shorts) or combination.  In addition, the provision of a 2000-word business development plan with details of how you intend to develop your idea and sustain it.  Should include full explanation of idea, intended audience and revenue streams within this; marketing and finance need to be considered.  You are not allowed to use an existing set of content this needs to be entirely new to this module (+1000 words associated with assets e.g.to annotate or include).
• Proposal of a new digital business idea on behalf of an existing business. In this instance, you will need to identify an existing (nondigital), real-world business and propose a new digital arm to their business.  For example, this could be a traditional marketing agency and you are recommending they introduce a ‘disposable content’ department.  You will need to include at least five associated marketing materials and a 2000-word business proposal of what you intend to do – the rationale, market, launch strategy and full explanation of idea and intended revenue streams.  Importantly this needs to be more than just a digital marketing campaign for a company – it needs to be a new way of them operating (+ 1000 words associated with assets e.g.to annotate or include).
• A new digital marketing agency, for which you are required to come up with a plan and proposition. Should include a 2000-word business proposition detailing the scope of the company, the intended market, USP, revenue streams and pricing considerations and sustainability of the business.  You might consider this in terms of it being a potential business you would establish after you graduate.  In addition, you will need to generate a minimum of five marketing assets to help support the launch (+ 1000 words associated with assets e.g.to annotate or include).
• Things To Include
  Your work should be structured as follows:

In all instances, the 2000-word report element needs to be fully referenced, and it is anticipated that you will draw upon academic theory throughout. This work will be submitted electronically and at least 5 assets to bring your idea to life. Whichever you choose to do your report must include the following elements:

Full explanation and rationale for the idea and its sustainability, including evidence of analysis of the digital business environment.

• Including ethics and environmental considerations related to the ongoing development of your business. [20%]
• Rationale and evidence of research into proposed markets, including persona/pen portraits [10%]
• Marketing strategy for promoting/launching the business/idea [10%]
• Income, costs and revenue streams, including projections for the first three years [10%]
• At least five assets as described above (+ 1000 words associated with assets e.g.to annotate or include). [40%]

NOTE: An additional 10 marks are available for the level of professionalism evident in the body of the report, including correct use of referencing and in text citation for every fact or academic concept stated (excluded from page count).

Completion of this assessment will address the following learning outcomes:

1. Critically evaluate the digital enterprise environment.
2. Create a market opportunity through the design of a viable creative digital business idea

Submission Information

Your work must be submitted via Moodle as a word document or PDF and adhere to the following formatting requirements:

• Font type: Either Arial, Calibri or Times New Roman
• Font size: Body text must be no smaller than 11pt; text within tables, diagrams and charts must be no smaller than 9pt.
• Page margins: 2.54cm on the left, right, top and bottom
• Headers: All page headers must contain the student ID and module name in 9pt size font
• Footers: All page footers must contain the page number in 9pt size font
• All elements required should be in one document

Late Submission 

Assessments must be submitted in the format specified in the assessment task by the deadline and to the submission point published on Moodle.  As set out in the Academic Regulations, failure to submit by the published deadline will result in penalties (unless the student has made a successful claim in relation to Extenuating Circumstances).

Word Count

The maximum word count for this module assessment is shown on Page 1.  A 10% margin of tolerance is applied, beyond which nothing further will be marked.  Marks cannot be awarded for any learning outcomes addressed outside the word count.

The word count refers to everything in the main body of the text (including headings, tables, citations, quotes, lists etc.).  Everything before (i.e. abstract, acknowledgements, contents, executive summaries etc.) and after (i.e. references, bibliographies, appendices etc) is not included in the word count limit.

Referencing Style

Harvard referencing must be used to identify the source of all facts, concepts and theories used in your document.  More information on referencing is available via the library referencing guide.

Use Of Artificial Intelligence 

Whilst AI tools can be helpful in assisting learning, when it comes to assessment, the Academic Misconduct Procedure is clear that this should be a student’s own original work and not the work of other people or AI tools.

The Use of AI Tools – Student Guidelines document follows the same guidelines your lecturers use.  If you are unsure of whether AI is appropriate within your work, please read the guidelines or ask your lecturer.  For advice and guidance around academic writing, please visit the Centre for Academic Success.

Academic Integrity Guidance

Academic integrity is the attitude of approaching your academic work honestly, by completing and submitting your own original work, attributing and acknowledging your sources when necessary.  Understanding good academic practice in written and oral work is a key element of academic integrity. It is a positive aspect of joining an academic community, showing familiarity with and acknowledging sources of evidence.  The skills you require at higher education may differ from those learned elsewhere such as school or college.

You will be required to follow specific academic conventions which include acknowledging the work of others through appropriate referencing and citation as explicitly as possible.  If you include ideas or quotations that have not been appropriately acknowledged, this may be seen as plagiarism which is a form of academic misconduct. If you require support around referencing, please contact the Centre for Academic Success.

It is important to recognise that seeking out learning around academic integrity will help reduce the risk of misconduct in your work.  Skills such as paraphrasing, referencing and citation are integral to acting with integrity and you can develop and advance these key academic skills through the Centre for Academic Success.

To learn more about academic integrity and its importance at university, you can access CAS resources on Moodle.  Furthermore, you can book on to workshops and request 1-2-1 support around key academic skills.

Academic Misconduct

Academic misconduct is conduct that has or may have the effect of providing you with an unfair advantage by relying on dishonest means to gain advantage and which therefore compromises your academic integrity.

The Academic Misconduct procedure sets out the process we will follow, and the penalties we may apply, in cases where we believe you may have compromised your academic integrity by committing academic misconduct.