Web Analytics and Data-Driven Marketing Level 7 Assessment Brief 2026 | University of Salford

Assessment Information/Brief 2025-26

To be used for all types of assessment and provided to students at the start of the module. Information provided should be compatible with the detail contained in the approved module specification.

Module title                                      Web Analytics and Data-Driven Marketing 

Assessment task details and You should submit your assessment to Blackboard, ensuring that instructions     all your documents are saved as a PDF and clearly labelled.

For this task, students will assume the role of a marketing executive who has been asked to report on the performance of the chain of opticians Optik over the last six weeks. This will include presenting data visualisation of main KPIs and analysis and interpretation that could be the basis of informed strategic objectives and recommendations.

The individual report must include two distinct sections. The first section (task 1) will showcase a dashboard from relevant results of the simulations over the six-week period to allow visual data interpretation and trend analysis. The second section (task 2) should analyse on the decision's outcomes over the six weeks of the simulation from Optik and provide data insights that could inform future strategic recommendations, strategic reviews and modifications.

Students must complete all the tasks for this assessment. 

1.  Task 1: Create your individual dashboard with the results obtained in your group simulation (Overall 40%). 

This task has two parts:

a. Individual Dashboard; the presentation and visualisation of critical KPIs emerging from the actions taken in the simulation over 6 weeks of the Optik simulation. This section should only include graphical representations as the interpretation will be done on the following tasks

(maximum 2 sides of A4). (20%) 

b. Overall group simulation results (scorecard results) of the action taken in the simulation (see below the breakdown of the simulation results and marks allocated) (20%).  
Students should have completed the 6-week period of simulation to achieve the overall score

2. Task 2 Individual: Data-driven marketing strategy analysis (60%) (Maximum 3000 words). 

a. Using the data presented on your dashboard on task 1 (a) track the performance of Optik using relevant KPIs. You need to present your analysis and interpretation of the emerging trends from your simulation actions over the 6-week period. This analysis should be the foundation to make informed decisions on the following elements:

1. Either revised or new definition of clear marketing SMART objectives.
    
2. Use trend performance data to evaluate firms' performance and efficiency and emerging customers insights. 

b. Provide informed recommendations on increasing efficiency, improving product offering and reaching customers more effectively.

c. Conclusion

The assessment should be presented in a report format; the use of appendix is permitted for raw data and will not count towards the word count but there are not marks allocated for the content of appendices. Appendix can be used for details that are not essential for your work but might provide useful context or background material. When using appendices, these must be referenced in the main body of your report e.g. (see appendix a). Dashboards must not be placed in the appendix as they are an essential part of the assessment. all graphs should be large enough to be legible (equivalent to minimum 10pt size Arial font).

Graphs should be presented in colour and with a legend part stating the components of the graph. Examples of best practice visualisation will be provided in the seminars and blackboard as supplement material. It is only allowed to include visual representation on this section as the interpretation will be presented on task 2 of this assessment. 

The report should adhere to APA 7th referencing style.  

The following structure of the individual report is a suggestive layout and checklist for this assessment.  

• Cover page (no included on the word count)
  
  
• Executive summary (no included on the word count) • Task 1 (a). Dashboard of Key KPIs (maximum 2 sides of A4) (no included on the word count).
  
  
• Task 1(b): Scorecard results from simulation (no included on the word count).
  
  
• Task 2: Marketing strategy analysis (Maximum 3000 words).

1. Introduction

2. Optik review of the performance over the 6-week period.  

3. SMART objectives  

4. Recommendations

5. Conclusion

• Refence list (no included on the word count)
• Appendix (optional) (no included on the word count) 

Using Generative Artificial  

Intelligence (GenAI) tools AI is only permitted for image and/or video creations to visualise your marketing plans.  

• Word count/ duration (if  applicable)
  
  
• Task 1 (a): Maximum two sides of A4)
  
  
• Tasks 1 (b): Screenshot of the final scorecard result table.  (Maximum half a page of A4).

Task 2:

Maximum word count – 3,000 words. 
 
Penalties for exceeding word count/duration 

Markers will cease considering content for grading and feedback once the stated maximum presentation time has been exceeded. Slides or content beyond this point will not contribute to the determination of the awarded mark and will not be commented upon in feedback. 

For coursework assessments only: students with a Reasonable Adjustment Plan (RAP) or Carer Support Plan should check your plan to see if an extension to this submission date has been agreed. 

As the University will mark assessments anonymously where possible, include your student enrol number and not your name on your assessment. Do not upload links in the submission area, as we cannot access them and therefore cannot mark your work. If you have saved your files on your University of Salford OneDrive, dragging files to the submission area may attach a link instead of the file. Always attach files using the paperclip icon.
 
Feedback: You can expect to receive feedback by 15 working days after the submission date. Opportunities to discuss the assessment and gain feedback will be provided during the seminar/workshop sessions.

Seminars be dedicated as support sessions to ensure students are clear about the assessment requirements and follow-up questions. In addition, they will be a dedicated section on the blackboard for questions and answers (Q&A) to facilitate peer-topeer learning as well as provide tutors with an additional channel to disseminate formative feedback regarding student understanding and progress. Students will also be encouraged to arrange one-to-one appointments with their Academic Support Tutors (APTs) for further support. The APTs run the Supporting Student Success (SSS) including academic writing style, structuring reports, checking for similarity on Turnitin and referencing in draft pieces of assessment.

Assessment criteria: Review the assessment criteria to determine the necessary steps to complete this assessment.  

Please see below table for assessment marking criteria and presentation feedback form. 

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

outcomes

1. Critically evaluate the role of web analytics in digital marketing strategies and its contribution to business objectives. 

2. Apply various web analytics tools to collect, measure, and interpret data for marketing insights.

3. Analyse and evaluate website and campaign performance using key metrics and performance indicators.

4. Utilise data-driven insights to optimise digital marketing campaigns and improve ROI 

Employability skills You will develop a range of employability skills sought by developed / demonstrated employers through each assessment. 

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

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  
 
Support for this Assessment You can obtain support for this assessment by module tutors  during seminars to support assessment and during office hours.

Other sources of support Understanding your assessment brief/assessment tips for success Develop your academic and digital skills.

Assessment rules and processes

Support services 

Issues affecting your assessment 
If exceptional circumstances have affected your ability to complete this assessment, you can find more information about the Exceptional Circumstances Procedure (previously Personal Mitigating Circumstances) here.  Independent advice is available from the Students’ Union Advice Centre.  
 
Academic Integrity and Academic Misconduct 
You must learn and demonstrate good academic conduct (academic integrity). Good academic conduct includes the use of clear and correct referencing of source materials.  
Academic integrity & referencing 
Referencing   
 
Academic misconduct is an action which may give you an unfair advantage in your academic work.  Some examples are plagiarism, asking someone else to write your assessment for you, unauthorised use of AI or taking notes into an exam. The University takes all forms of academic misconduct seriously.   
 
In year retrieval scheme     Your assessment is not eligible for in year retrieval. If you are 
eligible for this scheme, you will be contacted shortly after the 
 
feedback deadline.  
Reassessment arrangements 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. There is no resubmission if you are on a retake attempt. 
 
For students with accepted personal mitigating circumstances for absence/non submission, this will be your replacement assessment attempt.   
 
The assessment task will be the same as the original task, with a a new data set provided.  
 
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.

ASSURANCE OF LEARNING

The purpose of this section is to help students to identify the professional skills which they will have gained or developed through completing this assessment. These are the relevant skills and attributes aligned to the AACSB Assurance of Learning (AOLs).  

AACSB UG AOL Competencies and Traits 

Competency 4: Our graduates will demonstrate professional and commercial/ corporate awareness 

Assessment Rubric: