Assessment Brief – Newcastle Business School
Programme:
MSc Business with Analytics
Module Code:
LD7196
Module Title:
Strategic Marketing and Analytics
Distributed on:
Teaching Week 1 (via the e-learning portal)
Submission
Process, Time and
Date:
3,000 Words Business Report – submitted electronically via the e-Learning Portal:
*Please only submit your final version of the assignment (main report + appendices and references) as a single MS Word or PDF document.
*Please make sure to take a screen print or save the electronic confirmation of submission.
Submission Deadline: tbc
It is your responsibility to ensure that your assignment is submitted before the submission deadline stated above. A relevant extract of the University’s policy on late
submission of work is included in this document.
Word Limit:
3,000 words (+ 10%)
Weighting
100%
This assessment is designed to assess the following Module Learning Outcomes:
●
MLO 1: Have developed a critical understanding of marketing metrics, evaluation, and analytics, particularly in the context of digital marketing.
●
MLO 2: Develop appropriate analytical and critical evaluation skills to support organisational decision making for marketing.
●
MLO 3: Analyse and assess digital marketing strategies through deployment of relevant web/mobile analytical software and communicate the outcomes of this evaluation to a relevant business
audience.
●
MLO 4: Make relevant decisions about taking forward or enhancing marketing campaigns based on this assessment and associated consultation.
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Assessment Brief – Newcastle Business School
The Brief: Google Merchandise Store
The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products and stationery across the globe. As one of the world’s largest companies (Statista, 2019), Google employs over 170,000 people. However, the Google Merchandise Store contributes a very small part of their overall revenue, generating around £4,000 revenue per month. The CEO of the company, Sundar Pichai, is of the opinion that the company’s marketing strategy should try and improve merchandise sales in the future. He has recruited you as a consultant to carry out some digital marketing analysis and advise him on the digital marketing strategy of the
Google Merchandise Store. Sundar has provided some specific details and instructions, which are
set-out below, to guide your analysis.
1. Given its importance as a storefront, the Google Merchandise Store’s website should
adhere to a high standard of accessibility and user experience (UX) in the retail industry.
He feels that an accessibility and UX evaluation of his closest competitors’ websites would
tell him what the industry benchmark is. This in turn will set the standard for improving his
company’s website. You are required to carry out this accessibility and UX analysis on the
top two players in the fashion/merchandise industry (based on your own evaluation) and
report on the results of your analysis in comparison to the Google Merchandise Store. (20
marks)
2. Sundar would also like you to conduct some social listening into this industry, and report
on the state of social media engagement, looking at most popular social networks,
sentiment, influencers, engagement and content types. Sundar believes that quantitative
metrics paint only part of the picture, and some qualitative analysis can yield insights,
particularly into the mind of the target market. Accordingly, he would like you to conduct
some sentiment analysis of social media comments (e.g. content or sentiment analysis),
and report on the qualitative insights you have derived. You are required to carry out this
social media and sentiment analysis on the top two players in the fashion/merchandise
industry (based on your own evaluation) and report on the results of your analysis in
comparison to the Google Merchandise Store social media. If social media channels of the
merchandise stores are not available, use the social media channels of the main company
(e.g. Google). (10 Marks)
3. In the next level of your analysis, you are required to use Google Analytics to assess the
state of the Google Merchandise Store from a strategic digital marketing perspective. For
this purpose, Sundar has given you access to the Google Merchandise Store’s Analytics
account. You are expected to conduct a detailed analysis, querying the data as you see
appropriate, and extract insights into the performance of The Google Merchandise Store.
This analysis might be provided in the form of a Google Looker Studio, which should
exceed no more than 5 pages and be attached as an appendix to your main report. You
may also wish to supplement your Analytics data from other additional sources as you see
fit. No need to analyse the competitors in this section as you will not be given access to
their Google analytics accounts. (35 Marks)
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Assessment Brief – Newcastle Business School
4. Having conducted several types and levels of analyses thus far, synthesise your key
findings and provide strategic recommendations for the next twelve months for Google
Merchandise Store.
You are encouraged to focus your recommendations on such matters as:
●
●
●
●
●
●
●
Customer segments
User behaviour
Landing pages and exit pages
Search engine ranking positions
Allocation of advertising budget
Marketing channels
E-Commerce performance
You may also highlight any other direction of strategic development based on your findings.
Present your recommendations with good justification and business-sense. (35 Marks)
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Assessment Brief – Newcastle Business School
Late submission of work
Where coursework is submitted without approval, after the published hand-in deadline, the following
penalties will apply.
For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without
approval, 10% of the total marks available for the assessment (i.e. 100%) shall be deducted from the
assessment mark.
For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will
be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.
The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if
assessments on Pass/Fail are submitted up to 1 working day (24 hours) after the published hand-in
deadline.
Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without
approval will be regarded as not having been completed. A mark of zero will be awarded for the
assessment and the module will be failed, irrespective of the overall module mark.
For clarity: if the original hand-in time on working day A is 12 noon the 24 hour late submission allowance
will end at 12noon on working day B.
These provisions apply to all assessments, including those assessed on a Pass/Fail basis.
Word limits and penalties
If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment and the assignment cover sheet. The
word count does not include:
●
●
Title
and
Contents
page
●
Reference list
Glossary
●
Bibliography
●
Appendices
●
Quotes from
interviews and
focus groups.
●
Appropriate
tables, figures
and illustrations
Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense
analysis” (Smith, 2011 p.123)] are INCLUDED in the word count/page count.
If this word count/page count is falsified, students are reminded that under ARNA page 30 Section 3.4 this
will be regarded as academic misconduct.
If the word limit/page count of the full assignment exceeds the +10% limit, 10% of the mark provisionally
awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above
the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.
Students must retain an electronic copy of this assignment (including ALL appendices) and it must be made
available within 24hours of them requesting it be submitted.
Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be
gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.
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Assessment Brief – Newcastle Business School
Academic Misconduct
The Assessment Regulations for Northumbria Awards (ARNA) contain the Regulations and procedures
applying to cheating, plagiarism and other forms of academic misconduct.
AI usage is detected and excessive usage is treated as academic misconduct.
The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/
You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the
Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle
Business School. Assignments in which evidence of plagiarism or other forms of academic misconduct is
found may receive a mark of zero.
The Academic Community of Excellence (ACE Team) is available for workshops and one-to-one
support during the academic journey including understanding the Assessment Brief, Critical
thinking and proper referencing.
Mapping to Programme Goals and Objectives
This assessment will contribute directly to the following postgraduate programme goals and objectives.
Goal 1: To develop the skills necessary for employment and career progression
Students will be able to:
1.
X
2.
Demonstrate awareness of personal strengths and weaknesses and the ability to engage in
continuing self-development
Demonstrate the development of inter-personal and intra-personal skills
3.
Demonstrate competence in contemporary analytical and ICT applications
Goal 2: Be culturally and ethically aware
Students will be able to:
1.
2.
3.
Demonstrate their ability to work in culturally diverse groups and teams and make
appropriate and personal contribution to team effectiveness
Reflect on their own ethical values
Understand the wider impact of individual or organisational decision making on social and
environmental contexts
Goal 3: Have developed leadership and management capability
Students will be able to:
X
1.
Analyse and communicate complex issues effectively
2.
Demonstrate decision making, problem solving and project management skills
Goal 4: Have developed and applied knowledge of international business and management theory
Students will be able to:
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Assessment Brief – Newcastle Business School
1.
X
2.
X
3.
Acquire, interpret and apply knowledge of international business, management and
organisational functions
Demonstrate an understanding of the impact of innovative and contemporary research on
the business and management community
Acquire, interpret and apply specialist functional knowledge in relation to their
programme of study
Goal 5: Have developed a range of research skills and project capabilities
Students will be able to:
1.
X
2.
Plan and complete a major piece of research or project on a contemporary business,
financial, management or leadership topic
Demonstrate skills of analysis and synthesis in the application of research methods to the
exploration of contemporary business and management issues
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Assessment Brief – Newcastle Business School
Module Specific Assessment Criteria
Section of the Report
0 – 39% (Standard
Not Met)
Web-accessibility and
UX analysis
Student fails to
include a webaccessibility and
UX analysis
covering the
technical and
content-related
points or shows
no or little
appreciation for
appropriate usage
of evaluation tools
and models.
Proper competitor
analysis is not
present.
/20
Social media and
sentiment analysis
/10
Student fails to
include a social
media and
sentiment analysis
or does not
address the
requirements
satisfactorily at all.
40 – 49%
(Standard Not
Met)
A poor standard
of Webaccessibility and
UX analysis which
is evident of only
a cursory attempt
that does not
addresses all
relevant points.
Proper
competitor
analysis is not
present.
50 – 59%
(Standard Met)
60 – 69%
(Standard Met)
70 – 79%
(Standard Exceeded)
Some relevant
Web-accessibility
and UX analysis
carried-out, but is
not thorough in
addressing all
relevant points in
the
requirements-set.
It’s not covering
the points if
technical and
content-related
areas. Analysis is
more descriptive
than critical.
Web-accessibility
and UX analysis is
generally
acceptable and all
relevant points
seem to have
been addressed.
Although some
points need
further
development.
The overall
analysis could
have been better
and more critical.
Competitor
analysis is
present.
The Web-accessibility
and UX analysis covers
all relevant points.
A good range of tools
and techniques
utilised, both the
technical and contentrelated fields are
discussed. Good level
of understanding of
the analysis and
output. Critical
analysis is involved.
Good level of
competitor analysis is
present.
A poor standard
of social media
and sentiment
analysis which is
evident of only a
cursory attempt
that does not
addresses the
Some relevant
social media and
sentiment
analysis carriedout, but is not
thorough in
addressing the
requirements-set.
Social media and
sentiment
analysis is
generally
acceptable and
process seems to
have been carried
out adequately.
The social media and
sentiment analysis
covers relevant
requirements.
A good use of the
appropriate tools and
techniques. Good
level of understanding
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80 – 89%
(Standard
Exceeded)
A professional
and allencompassing
Web-accessibility
and UX analysis is
provided. Every
relevant point is
addressed clearly
and to a very high
standard covering
all the technical
and contentrelated fields. The
range and
manners of tools
deployed is
exceptional, and
so is the
understanding of
the output.
Analysis is critical
and both
competitors are
analysed at a high
level.
90 – 100%
(Standard Exceeded)
A professional
and exceptional
social media and
sentiment
analysis is
provided, which
is detailed and
critical. High level
Meets all
requirements needed
for 80-89% range. In
addition,
demonstrates an
outstanding level of
originality and
initiative in social
Meets all
requirements needed
for 80-89% range, but
additionally
demonstrates an
outstanding level of
originality and
initiative.
Assessment Brief – Newcastle Business School
Proper competitor
analysis is not
present.
requirement.
Proper
competitor
analysis is not
present.
Analysis is more
descriptive than
critical. Some
competitor
analysis is
present but it’s
not thorough.
The overall
analysis could
have been better
and more critical.
Competitor
analysis is
present, but lacks
criticality.
of the analysis and
output. Critical
analysis is carried out.
Good level of
competitor analysis.
usage of the tools
and techniques,
and
understanding of
the output. A
very high quality
competitor
analysis is
present.
media text mining,
resulting in output
that far exceeds the
requirements at this
level.
Student fails to
include a Google
Analytics
quantitative
analysis or does
not address the
requirements
satisfactorily at all.
A poor standard
of Google
Analytics
quantitative
analysis which is
evident of only a
cursory attempt
that does not
addresses the
requirement.
Poor
understanding of
quantitative data.
Some relevant
Google Analytics
quantitative
analysis carriedout, but is not
thorough in
addressing the
requirements-set.
Analysis is more
descriptive than
critical.
Use of
quantitative data
is adequate.
Google Analytics
quantitative
analysis is
generally
acceptable and a
several queries
have been carried
out. There’s an
attempt at some
criticality but the
overall analysis
could have be
improved.
Poor synthesis
and
recommendation
s are unjustified
and lack business
sense. They are
too vague and
general.
Some synthesis of
findings but
recommendation
s could have been
much better,
more specific and
evidenced.
Synthesis of
findings is
acceptable and
some relevant
recommendation
s have been
made. These
could be more
specific and
evidenced.
A professional
and exceptional
Google Analytics
quantitative
analysis is
provided
comparing
various periods.
Very high level
usage of
quantitative data
and techniques,
and
understanding of
the output.
Exceptional level
of synthesis and
recommendation
s addressing all
points and above
the requirements.
Meets all
requirements needed
for 80-89% range,
and also
demonstrates an
outstanding level of
initiative and mastery
of quantitative data,
generating
outstanding levels of
output and insights
fit for the context.
Little or no
synthesis and no
adequate insight
evident. No or
very limited
number of
recommendations
.
The Google Analytics
quantitative analysis
covers all relevant
requirements, and has
a critical approach
comparing various
periods.
A good use of
quantitative data and
associated techniques.
Good level of
understanding of the
analysis and output.
Variety of queries
have been conducted.
A good level of
understanding in
bringing together all
of the findings into
coherent insights.
Good, relevant
recommendations
which are specific and
supported with
evidence.
.
Quantitative analysis
/35
Synthesis of findings
and recommendations
for marketing strategy
/35
Overall mark:
Comments:
Page 8 of 10
Meets all
requirements needed
for 80-89% range, but
additionally
demonstrates an
outstanding level of
creativity, initiative,
as well as synthesis of
relevant arguments
into a brilliantlyfitting marketing
strategy.
Assessment Brief – Newcastle Business School
/100
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Assessment Brief – Newcastle Business School
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