Final Individual assessment
Individual written assignment (essay) Activity description BCO 223 – Social media marketing Online campus
Professor: Dr. Christian Viladent | christian.viladent@euruni.edu
Description This is an individual assessment
Select a famous brand and compare its marketing strategy on classic media and
social media. Your essay shall contain:
-Introduction: Describe the brand
-Analyse and compare a recent campaign on classic media (TV commercial,
newspaper ads, etc.) and social media. Describe in details what are the
differences/similarities. In your analysis it is very important that you use a selection
of concepts learned in this course.
-Conclusion: express your educated opinion -based on customer testimonies you
find on the internet or about your friends’ opinion, about the relevance and
pertinence of both approaches (classic media and social media)
-Recommendations: Address a set of recommendations to the brand manager as if
you were appointed as a consultant, find examples of recommendations below:
-Adapting classic marketing tools or campaign with social media marketing
-Developing mobile marketing
-Improving the ethics of their SM marketing
Etc..
Bibliography: including 3-4 articles from which at least one is extracted from a peer-
reviewed journal (use EBSCO)(Harvard referencing system)
Format This activity must meet the following formatting requirements:
• Upload your file in PDF format only.
• Font size 12
• Double-spaced
• 1000-1300 words
• Harvard Referencing System
Goal(s) -Understand the ins and outs of social media marketing through example Due date Date: Monday May 10th, 2021
Time: 14:00 CET
-Use concepts learned in this course in a comprehensive and professional manners
Weight towards final grade
This activity has a weight of 60 % towards the final grade.
Learning outcomes
-Understand how standard marketing campaign and social media marketing campaigns integrate with each other
-Comprehend social media marketing tools in a way that can be used in professional settings
-Evaluate content strategies within the framework of the social media campaign and platform
-Write professional reports
Assessment criteria
This work will be graded as per the following rubrics
Rubric: written assignment
Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)
Problem identification
The business issue has been correctly identified, with a competent and comprehensive explanation of key driving forces and considerations. Impact on company operations has been correctly identified. Thorough analysis of the issue is presented.
The student correctly identified the issue(s), taking into account a variety of environmental and contextual drivers. Key case information has been identified and analyzed.
The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.
The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.
The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.
Information gathering
The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant.
Relevant information gaps were identified and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.
The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion.
An information gap was identified and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.
Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect.
Conclusions The student evaluated, analyzed, synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions.
The student evaluated, analyzed and synthesized to create a conclusion(s) which support decisions and solutions.
The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions.
The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development.
The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.
Solutions The student used problem solving techniques to make thoughtful, justified decisions about difficult and conflicting issues. A realistic solution was chosen which would provide maximum benefit to the company. Alternative solutions were explored and ruled out.
The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored and ruled out.
The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored.
The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered. Alternatives were not offered.
The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.
