Topic: Digital Marketing Skills: Critically examine the primary skills prescribed as success factors in the digital marketing disciplines. This question should be considered in light of the fast-paced nature of change in the sector.

MK4511 – Developing Postgraduate Study and Learning
Semester One – Reassessment
Assessment One of Two – Individual coursework:
• Weighted 40% of the module mark
• 1,500-word essay (+/- 10%)

Learning Outcomes Assessed:

  1. Critically evaluate skills and essential attributes needed for success in the digital marketing discipline

Assessment Task:
Digital Marketing Skills
Critically examine the primary skills prescribed as success factors in the digital marketing disciplines. This question should be considered in light of the fast-paced nature of change in the sector.

Assessment Structure:

Section Word Count Notes
Introduction Approx. 150 Words – Highlighting the essay question and key elements of the essay
Subject Background Approx. 400 Words – Define the parameters of the essay
Primary Arguments Approx. 800 Words – Should aluminate robust and academically supported arguments for and against the proposition
Conclusion Approx. 150 Words – Summarising the key elements and outcomes

Supporting Notes:
• Essay Planning – Essential element before writing any essay, clearly plan and define key arguments for and against the proposition
• Headings are only advisory, Assessment One must be written in essay format.
• Please review module content (Week 5) for further guidance on this.


Assessment Criteria:
Knowledge and Understanding of the Essay Question 25%
Arguments and Critical Analysis 30%
Research, Evidence and Interpretation in Support of Key Arguments 25%
Presentation, Structure and Referencing 20%

Resources and Support:
In support of your answers you are required to utilise various sources including, but not limited to, the core textbook, suggested extra reading, businesses databases (via the university’s library website) and reputable websites.
Academic coaches, WISER and Cite Them Right are invaluable sources of information and support, you are strongly encouraged to engage with these resources if necessary.
Academic Coach: Information is available on your Starfish profile
WISER: https://www.uclan.ac.uk/students/support/wiser/index.php
Cite Them Right: https://www.citethemrightonline.com/

Pre-submission Checklist:
Before you hand in your assignments to you tutor or via Blackboard/TurnItIn, make sure you click here and ensure you have considered these 10 things:
https://www.uclan.ac.uk/students/support/wiser/essay_checker.php

Submission:
Grades and feedback will be provided within 15 working day

Late Submissions and Extenuating Circumstances:
Assessment submitted after the stipulated submission time and date, will be capped at 50%
Please seek further guidance in your Module Information Pack

Type of service-Academic paper writing
Type of assignment-Critical essay
Subject-Marketing
Pages / words-3 / 1500
Number of sources-10
Academic level-Master’s
Paper format-Harvard
Line spacing-Single
Language style-UK English

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