Digital Marketing
Three Weekly Digital Marketing Tutorial Challenges
This assessment consists of three weekly digital marketing tutorial challenges designed to develop practical skills in digital marketing, consumer insights, content creation, inclusive communication, ethical storytelling and campaign design. The assessment accounts for 45% of the module and requires students to apply digital marketing theory and consumer insight techniques in real-world marketing contexts. The activities are completed through tutorial-based learning, where students participate in discussions, receive tutor guidance and develop their work before submitting it through Canvas. The assessment focuses on applying consumer insights, data analytics tools and digital marketing strategies to create meaningful and responsible customer experiences. Challenge 1, titled “Are You Being Inclusive?” – Brand Audit & Persona for Ethical Reach, focuses on ethical digital auditing and inclusive persona design. Students select a brand from their home country and evaluate the inclusiveness and accessibility of its digital marketing across its website, social media and paid advertising. They then develop two to three detailed customer personas representing underserved or marginalised customer groups. Students also use AI analytics tools such as Google Trends, SparkToro or simulated AI insights to identify audience behaviours and preferences. The challenge is linked to SDG 10 – Reduced Inequalities and includes consideration of the ethics of using AI in digital marketing and its effect on the credibility of consumer insights. Challenge 2, titled “Don't Just Capture Attention – Respect It” – Campaign Idea Pitch, focuses on sustainable branding and growth. Students research the client's existing branding, examine opportunities to expand or sustain its audience and use consumer insight tools such as Google Trends, reviews and surveys to understand public perceptions. Students then create a visual mini-campaign promoting sustainable and transparent brand messaging, including social media content and AI-generated visuals. The campaign is connected to SDG 16 – Peace, Justice and Strong Institutions. Challenge 3, titled “Create, Educate, Disseminate & Evaluate”, develops digital social marketing and consumer engagement. Students extend the campaign developed in Challenge 2 into an interactive digital event that promotes positive behavioural change and educates audiences about a social issue. The activity must consider audience interests, increase interactivity and engagement, and provide evidence of positive engagement. This challenge is linked to SDG 4 – Quality Education. Overall, the assessment develops students' ability to combine digital marketing strategy, consumer insights, ethical considerations, sustainability and creative campaign design in practical marketing activities.
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Business Intelligence / Data Analytics / Project Management
Business Intelligence and Data Analytics for Project Progress Evaluation
This assessment for the Data Analytics and Project Management for Business Intelligence module requires students to critically evaluate the progress of a live-style project through the application of business intelligence and data analytics techniques. Working as a group of Project Analysts, students select either a Convocation project or Concert project associated with Northumbria University London and prepare a professional presentation assessing its progress, stakeholders, deliverables and performance. The assessment begins with development of a clear project problem or opportunity statement, followed by identification and analysis of the key stakeholders and deliverables associated with the selected project. Students then use Business Intelligence and Data Analytics techniques to examine project progress and communicate findings through dashboards. The assessment permits the use of Microsoft Excel or other suitable software for dashboard development. A central part of the task is the creation and critical evaluation of a project dashboard. Students are expected to use realistic assumed or projected data where necessary, as the assessment is designed to test the ability to design, interpret and critically evaluate dashboards rather than the accuracy of real project data. The data should therefore be internally consistent, relevant to the selected project and capable of generating meaningful management insights. Students must also critically justify their chosen BI and analytics tools, explaining how the dashboard supports project monitoring and informed decision-making. The assessment concludes with recommendations for the successful implementation and use of a Business Intelligence or Data Analytics solution within the selected project. Academic references and relevant examples should be used to support the analysis. The marking criteria place the greatest emphasis on application of BI tools and techniques (30%), followed by stakeholders and deliverables (20%) and justification of BI tools (20%). Project and opportunity analysis, conclusion and recommendations, and presentation and referencing each contribute a further 10%. Higher-performing work is expected to demonstrate critical evaluation, meaningful dashboard insights, strong theoretical or industry justification and professionally presented recommendations. If the file you want to upload is the resubmission report instead Use the same University, Subject and Module Name, but change these fields: Title: Business Intelligence and Project Analytics: Individual Critical Analysis of Project Performance Assignment type: MS Technical and Scientific Writing Word count: 1,500–2,000 words Key topics: Business Intelligence, Data Analytics, Project Management, Stakeholder Analysis, BI Tools, Dashboard Evaluation, Project Opportunity Analysis, Project Deliverables, Critical Analysis, Project Recommendations The resubmission is an individual written report in which the student selects only one area from the original project—Project & Opportunity Analysis, Stakeholders & Deliverables, Application of BI Tools & Techniques, Justification of BI Tools, or Conclusion & Recommendations—and develops it in depth. It should use the same Convocation or Concert project context while demonstrating independent critical analysis, reflection and application of theory.
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