COURSEWORK HANDOUT

MODULE DETAILS
DEPARTMENT BAED PROGRAMME MA in Digital Marketing & Social
Media
MODULE CODE CBE 6215 MODULE TITLE Emerging new and online media
SEMESTER Spring 2019 SESSION 2019
STAFF A.Charalampidis STAFF OFFICE Leontos Sofou bdg. 7th Floor
E-MAIL

COURSEWORK DETAILS
C/W NUMBER Individual CONTRIBUTION
coursework
C/W TITLE Developing a social media plan for the Serious Offers only project.
HAND-OUT Week 2 SUBMISSION DATE Week 11 FEEDBACK Week 12
DATE DATE

LEARNING OUTCOMES
 LO1 understand the trends of mobile marketing and identify new opportunities arising from the
mobile space
 LO2 provide tools and techniques for leveraging the social presence of a brand.
 LO3 understand the concept of inbound marketing and the ways to increase traffic through
quality content strategy
 LO4 develop a clear understanding of the usage of social media marketing as a part of an
integrated marketing plan
 LO5 understand the concept of social commerce and all the available techniques and tools of
social media which can drive sales
 LO6 develop their awareness of the latest thinking in digital marketing
 LO7 adopt and develop a systematic understanding of the social media metrics and use
techniques to evaluate a social media campaign

ASSESSMENT CRITERIA
 Quality of research
 Application of theory
 Use of relevant literature review
 Quality of presentation
 Quality of discussion
 Quality analysis and evaluation of the case study

ASSIGNMENT

COURSEWORK:
Short description of the project:
Exallo https://exallo.co/ is a modern brand which creates handmade fashion products from wood.
Philosophy: is to take a material that has ‘died’ and remake it into a practical object that honors
the intrinsic individuality and beauty of the substance and the wearer alike. Creative:  design,
process and produce useful, unique items of high aesthetic value. Innovative: combine technology
and handwork in everything they do. Eco-friendly: sourced our first materials from local farms and
abandoned houses, and keep respecting and re-using everything that nature discards. 
The main campaign objectives are:

 Create and maintain a social media strategy

 Explain your content strategy using POEM

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  Create social presence and drive traffic to the site
 Engage with the audience and encourage more people to try the product/trend
Steps and Tasks:
1. Unfold your digital strategy and define the objectives of this project.

2. Start with the owned media. Decide upon your social media integration and initiate the
project.

3. Create social presence for the networks you believe are relevant and drive traffic to the
website. Which will be your social media strategy and why?

4. Find influencers who will help you with awareness and conversions

5. Start the promotion using Social Media Ads. Select the mix and decide your integrated plan.

6. Monitor the whole process, measure the results and optimize everywhere it is possible

7. Create a report and evaluate the project from the start until the latest phase.

The academic literature review is expected to be used throughout your assignment to support
your analysis and evaluation of the whole project.
The assignment must include academic references from peer reviewed journals and the
Harvard Style for academic writing should be used.

Do not lose marks due to poor referencing: See this short video on how to correctly use the
Harvard ref. system:

http://uecho.shef.ac.uk:8080/ess/echo/presentation/8f982041-ea67-475e-9091-4290b6ca793d

Additional Guidelines:
The assignment is an academic document and therefore it is absolutely necessary to provide
a detailed literature review on the following (indicatively) topics: e-business/e-commerce
adoption, trust in electronic relationships, impact and benefits of e-business.

SUBMISSION
Students are expected to submit their work in hard copy. Assignments should be 4,000 words long
(excluding tables, graphs and spreadsheets). There will be a penalty of 10% for those reports
exceeding the word limit by more than 10%. In case the word limit has been exceeded by more
than 20%, the report will get a mark of 0.
Following the guidelines of the “Students Handbook”, reports should be written using the
Century Gothic font at a size of 10 and with 1.5 spacing between lines. There should be clear
spacing between paragraphs, sections and subsections. The assignment must have a
Departmental cover sheet attached. In case of group-work, upon completion of the project
each student is required to download (from Mole) and complete the peer evaluation form. If
this form is not filled in, then marks will not be released.
Students are expected to follow the below report structure:
 Executive Summary/Abstract
 Table of Contents
 Introduction
 Literature Review
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 Discussion
 Evaluation
 Conclusions
 Bibliography – you must utilise the Harvard Reference System
 Appendices – optional
Late submissions are subject to a 5% penalty for each day of delay. Any reports submitted
after 7 days from the submission date will get a mark of 0.
All sentences or passages quoted in this coursework from other people's work should be
specifically acknowledged by clear cross-referencing to author, work and page(s). Failure to do
this amounts to plagiarism and will be considered grounds for failure in this coursework. It is at the
instructor’s discretion to conduct an oral examination, which will result to the award of the final
grade to that particular piece of coursework.
Any submitted work that exceeds the permitted word count by up to 30% may be subject to a
penalty of 10% of the mark awarded.

TURN IT IN REQUIREMENT
Apart from the usual hard copy submission, this piece of coursework is required to be
submitted to turnitin plagiarism detection software at:
www.turnitin.com
at a date no later than the submission date. This is an absolute requirement for releasing a
mark. Brief instructions on how you can set up your profile and submit your work can be found
at:
http://www.turnitin.com/static/training_support/tii_student_qs.pdf (text)
http://www.turnitin.com/static/training_support/sdfvl1.html (video)
You are going to require:
CLASS ID: 8065205 ENROLLMENT newmedia
PASSWORD:
If you have any problems in submitting your work, please contact the course administrator or
the lecturer.

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