BMG814 The Digital Landscape
Module Assessment
BMG814 The Digital Landscape
(CRN 57922)
Coursework (100%)
Coursework 1a – Case Study on E-Marketing (55%)
In the first part of assignment 1, you will work in teams of 2, 3 or 4. You will be required to view a series of videos on E-Marketing; research the issues identified and answer the four questions below. The completed case study should be submitted by (deadline). One member from each team will be required to upload a copy (MS Word) of the completed case study using the Turnitin Dropbox area on Blackboard. The other members of the group would be required to submit the cover pages only. (More information will be made available during the seminars)
Links to the four videos on Digital Marketing are shown below.
Video 1. Coke Marketing Strategy (8 mins) https://youtu.be/XhMVWzVXNNk?si=AjyCIb0fnzhP-RFv
Video 2. Top Marketing Campaigns (12 mins) https://youtu.be/UFxCzPU61vU?si=rSPqoLBLOl53Ecpx
Video 3. Digital Marketing Mix (6 mins) https://youtu.be/aC-DwwgqG6A?feature=shared
Video 4. Location-Based Marketing (3 mins) https://www.youtube.com/watch?v=UC5vB7wLXcA
Now each team must answer the following 4 questions:
- Coca-Cola is the most successful (non-technology) brand in the world. It has revenues of over $40 Billion and an annual marketing budget of $4 Billion. How does Coca-Cola use viral marketing to enhance its brand image? What is ‘de-branding’ and how did the company successfully utilise a ‘de-branding’ strategy to improve sales of Coke? (video 1).
- There have been many iconic marketing campaigns in the last decade. This video highlights 5 of the very best. Select your two favourite campaigns and explain why you feel they were so successful. How did the use of digital marketing tools help them to be so memorable? (video 2)
- In (video 3) we learn about a series of tools that make up the digital marketing mix. One of the tools shown is ‘Affiliate Marketing’. Describe in detail what you understand by the term affiliate marketing. How can a ‘digital tool’ like affiliate marketing help to drive extra visitors to your website and how can it improve sales?
- We are told that Location-Based Marketing is about connecting people, places and media. What are the ethical considerations around businesses knowing every ‘place’ we visit? (video 4)
Coursework 1a – Feedback
Written feedback on the assessment will be provided via Blackboard within 4 weeks of submission.
Coursework 1a – Marking Criteria – E-Marketing Case Study
Student Name(s) |
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Category |
Requirements |
Mark |
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Content |
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/40 |
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Interpretation |
|
/25 |
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Sources |
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/15 |
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Language |
|
/10 |
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Presentation |
|
/10 |
|
Total |
/100 |
|
|
Additional Comments |
|
Coursework 1b
Assessment Task
Coursework 1b – Peer Review and Personal Reflection (15%)
In the second part of coursework 1, you will (individually) rate yourself and your team members on how ‘you’ feel they performed while completing the team assignment. You will ‘provide a score ranging from 1 (poor performance) to 5 (excellent performance) across 4 separate categories, see below:
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Team Names |
Ideas & Suggestions |
Leadership & Task Organisation |
Information collection & collation |
Preparing & delivering written reports |
Total |
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You: |
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1 |
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2 |
|
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3 |
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4 |
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Use the following scoring system:
- Poor effort or did not contribute to this particular area.
- Contributed but the contribution was weak.
- Delivered a reasonable amount of effort on the category.
- The contribution was good.
- The contribution was outstanding.
In addition to rating your and your team’s contributions, please write a brief ‘personal’ reflection on your thoughts, feelings and experiences workingon this team assignment. Use the 4 categories above in the scoring grid above to shape your reflection. The reflection should be approximately 600 words (about 150 words per category).
Coursework 1b – Feedback
Written feedback on the assessment will be provided via Blackboard within 4 weeks of submission.
Coursework 1b – Marking Criteria – Personal Reflection
Student Name |
|
Category |
Requirements |
Mark |
|
Ideas & Suggestions |
|
0/25 |
|
Leadership & Task Organisation |
|
0/25 |
|
Information Collection & Collation |
|
0/25 |
|
Preparing & Delivering Written Reports |
|
0/25 |
|
Total |
0/100 |
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|
Additional Comments
|
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Coursework 2 - Online MCQ Tests (30%)
The final element of coursework will involve each student completing a series of online Multiple-Choice Question (MCQ) tests (6 x 10 questions). These will be available (for a limited time) in the module content area. The system will allow each student to have one attempt at each test.
Important Information for Students Writing BMG814 The Digital Landscape Assignment
1. Assignment Format & Structure
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Word count: 2,500 words (±10%).
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Submission: Online via the university platform. If working in a group (2–4 members), only one member uploads the full report while others upload the cover sheet only.
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Structure: Introduction → Four main question sections → Conclusion → References.
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Style: Formal academic writing in UK English, Harvard referencing throughout.
2. Core Tasks
The assignment requires you to:
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Watch the four assigned videos provided in the module resources.
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Answer four specific questions (one for each video).
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Use real examples, research evidence, and critical discussion rather than just describing what’s in the video.
3. Key Academic Expectations
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Research depth: Minimum of five credible sources (journals, textbooks, industry reports).
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Originality: Plagiarism is strictly checked – paraphrase in your own words.
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Critical approach: Go beyond description by comparing, evaluating, and highlighting both strengths and weaknesses.
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Clarity: Use sub-headings for each question to keep the work well organised.
4. Marking Breakdown
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Content knowledge (40%) – how well you explain and apply key digital marketing concepts.
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Interpretation & originality (25%) – showing insight, linking theory with practice.
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Use of sources (15%) – correct and varied references in Harvard style.
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Language (10%) – clear, professional, error-free UK English.
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Presentation (10%) – structure, word count, and formatting.
5. Practical Tips
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Start early: Watching the videos and taking notes will save time later.
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Plan per question: Roughly 500–600 words each for the four questions, plus introduction and conclusion.
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Stay focused: Keep every section relevant to the question asked.
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Check referencing: Every claim should be backed by a source, especially definitions and examples.
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Proofread: Simple grammar or spelling errors cost easy marks.
Sample Answer of BMG814 Assignment
1. Coca-Cola is the most successful (non-technology) brand in the world. It has revenues of over $40 Billion and an annual marketing budget of $4 Billion. How does Coca-Cola use viral marketing to enhance its brand image? What is ‘de-branding’ and how did the company successfully utilise a ‘de-branding’ strategy to improve sales of Coke? (video 1).
Coca-Cola is a global leader in soft drinks, and one of the reasons it stays relevant is its creative use of marketing.
Viral Marketing
The company often designs adverts that people want to share with friends online. Rather than focusing only on the product, Coca-Cola links its drinks with emotions such as joy, friendship, and togetherness. A good example is the “Share a Coke” campaign, where bottles were printed with people’s names. Consumers looked for their own names and shared photos on social media. This spread quickly without Coca-Cola having to pay for every view, ordinary people helped promote the brand because it felt personal and fun.
De-Branding
Normally, companies want their logo to be very visible. De-branding is the opposite: reducing or removing the logo so the focus is on the customer. Coca-Cola did this in the “Share a Coke” campaign by taking its name off the front of bottles and replacing it with popular first names. Despite removing the brand name, everyone still recognised the red colour and design. This made customers feel involved and special, which encouraged them to buy more. It showed that letting the customer become part of the product story can actually strengthen brand loyalty.
2. There have been many iconic marketing campaigns in the last decade. This video highlights 5 of the very best. Select your two favourite campaigns and explain why you feel they were so successful. How did the use of digital marketing tools help them to be so memorable? (video 2)
From the five campaigns shown in the video, two stood out: Metro Trains’ “Dumb Ways to Die” and Dove’s “Real Beauty Sketches.”
Dumb Ways to Die
This was a railway safety campaign from Melbourne. Instead of frightening people with serious warnings, it used a catchy song and colourful cartoon characters.
Continued...
