Follow strictly the instructions on the pdf

BCO223 SOCIAL MEDIA MARKETING MIDTERM Task brief & rubrics

Task: written summative assignment

Develop the following questions around Social Media

This time controlled assignment is a written submission exam and will be released on Friday 12
th
of March (Week 7).

Students are required to answer the following questions regarding Social Media Marketing

Choose a brand that you know well to answer questions nº 1, 3,4,5,6

1. What is the difference between a brand advocate and an Influencer? Could you think how would you work with both as part of your social

media brand campaign?

2. What job within the Social Media arena do you see yourself working in? Describe the job. Why do you think you could be a good candidate

for this type of position?

3. What is the main advantage of using Social media for Market research? Explain an example on how to use Social media to find out useful

information about your brand and brand users.

4. Define the main advantages of permission vs interrupting marketing strategies. Use the brand you have chosen to illustrate your point with

an example.

5. What would you do to analyse competitor’s activity online?

6. How would you react If the strongest competitor would launch in 2021 a product/service with a superior competit ive advantage than yours

and is comparing in most of the platform Competitor X product vs your product, showing who that Competitor X is the clear winner. Could

you think of any real example in any category of products?

7. Explain the social media Cycle and the main differences vs traditional marketing.

Formalities:

o Timed controlled assessment. This assessment must be launched 48 hours before the deadline.

o Word: Students will not have a specific word count

o Answer using 1 page maximum per question

o Cover, Table of Contents, References and Appendix are excluded of the total word count.

o Font: Arial, size 11

o Text alignment: Justified

o The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week (7) – Via Moodle (Turnitin). Submission deadline Sunday 14th March

Weight: This task is a 40% of your total grade for this subject.

It assesses the following learning outcomes:

Outcome 1: Understanding brand advocates and influencers

Outcome 2: Understanding how to analyse competitors online

Outcome 3: Understanding the use of social media in customer and market research

Outcome 4: Understanding differences vs the Social media dynamic and cycle vs traditional marketing

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge &
Understanding

(20%)

Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.

Student demonstrates
good understanding of the
task and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.

Student understands the
task and provides minimum
theory and/or some use of
vocabulary.

Student understands the task
and attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.

Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.
Influencer, brand advocate,
touchpoints, Social media
cycle, permission and
interruption marketing

Student applies mostly
relevant knowledge from
the topics delivered in
class.
Influencer, brand advocate,
touchpoints, Social media
cycle, permission and
interruption marketing

Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.
Influencer, brand advocate,
touchpoints, Social media
cycle, permission and
interruption marketing

Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Influencer, brand advocate,
touchpoints, Social media
cycle, permission and
interruption marketing

Critical Thinking
(30%)

Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.

Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.

Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.

Student makes little or none
critical thinking insights, does
not quote appropriate
authors, and does not
provide valid sources.

Communication
(20%)

Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck

Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck

Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.

Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.