Assignment Cover Sheet

Qualification Module Number and Title

Higher Diploma in Digital Marketing Consumer Behavior in Digital Environment

Student Name & Student ID No. Assessor
_insert_ Nisal de Silva
Hand out date Submission Date

May 2021 13th June 2021

Assessment type Duration/Length of Weighting of Assessment
Assessment Type
Portfolio -individual 3000 words 100%
assessment

Learner Declaration

I, ………………………………………….<name of the student and registration number>, certify that the

work submitted for this assignment is my own and research sources are fully acknowledged.

Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date

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 Feedback Form
International College of Business & Technology

Module Name
Assessment No.
Name of the Assessor

Student Name and Registration Number

Learning Criteria Comments by the Assessor Marks

offered

Areas to improve

Total Marks

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 Consumer Behaviour in Digital Environment
(Portfolio- individual assessment)
Weighting of assessment: 100% total marks
Individual report word limit: 3000 words

Learning outcomes covered

1. Learn basic concepts and process of consumer behaviour
2. Examine the theoretical models relating to digital consumer behaviour
3. Evaluate the digital consumer environment and its complexities

Assignment brief

Produce a portfolio addressing the following. You are expected to carry out an insightful analysis
by using valid sources of data with appropriate references.

Your answer should include a one paragraph introduction to company, answer to task 1 to task
5 and a one paragraph conclusion.

Task 1
Use a local business example to evaluate how the consumer journey has changed from legacy to
digital

a) Identify Legacy Vs Digital Consumer Journey Steps (15 marks)

b) Application to the local business model (5 marks)

Allocated word count: 600

Task 2
Create a digital consumer journey plan for the said brand and explain each digital touchpoint with
justifications

a) Create the digital consumer journey (10 marks)

b) Explain each touchpoint with justifications (10 marks)

Allocated word count: 600

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Task 3
Create two customer personas for the said brand and evaluate what kind of digital
mediums/marketing approach could be used for those personas

a) Create the customer personas (10 marks)

b) Evaluation of digital mediums/marketing medium which applicable for said personas (10
marks)

Allocated word count: 700

Task 4
Propose a plan to increase customer loyalty among these customer personas

Expectation: Create the customer locality plan with digital suggestions (10 marks)

Allocated word count: 400

Task 5
Evaluate said brand to understand the digital maturity of the company by using applicable tools.
Suggest a way forward to improve the maturity of the said company within the next 6 months

a) Digital Maturity justification using correct tools (10 marks)

b) Provide the way forward plan to increase digital maturity (10 marks)

Allocated word count: 700

***Appropriate academic writing and referencing is allocated 10 marks.

Notes to students:
Follow university guidelines for academic writing and referencing. Use a minimum of 15
academically valid references to validate your answer.

Demonstration of excellent knowledge of theory/ tools and application skills are required for
higher marks. Use screenshots to demonstrate your knowledge on tools where appropriate.

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Produce a professional portfolio demonstrating excellent writing skills and analytical skills.

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 Criteria # Very Good answer Good Answer Average answer Poor answer Very poor answer

1. 17-20 13-16 9-12 5-8 0-4

An answer which An answer that An answer that An answer that briefly An answer that very
demonstrates different discussed in detail discussed in detail discuss the difference poorly discuss the
aspect in the about digital consumer about digital consumer between legacy and difference between
understanding of behavior with the behavior with the digital consumer legacy and digital
legacy consumer application related to application related to behavior consumer behavior
behavior vs digital business selected at business selected with
consumer behavior satisfactory level. few significant errors.
with a critical
application to the
business selected
2. 17-20 13-16 9-12 5-8 0-4
An answer which very An answer which Answer discuss Answer discuss Answer discuss
well evaluates which evaluates which digital consumer journey steps consumer journey consumer journey
digital medium suits medium suits best for with proposed digital steps with proposed steps with proposed
best for each step of each step of the medium for each step digital medium for digital medium for
the customer journey customer journey with at basic level each step at weak each step at very weak
with valid justifications some justifications level level
(Eg: How at awareness
stage Display ads plays
an important role)
3. 17-20 13-16 9-12 5-8 0-4
An answer which An answer which An Answer defines An answer that discuss An answer that has
clearly defines clearly defines good customer personas at visible customer visible customer
excellent customer customer persona for basic level using a persona with marginal persona breakdown
persona for the the selected brand by relevant tool and justifications on digital with very poor
selected brand by using using tools such as discuss suitable digital marketing channels justifications on digital
tools such as Hubspot Hubspot persona marketing channels for marketing channels
persona builder with a builder with a selected personas at
strong evaluation of satisfactory evaluation basic level
the suitable digital of the suitable digital

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 marketing channels for marketing channels for
selected personas selected personas

4. 9-10 7-8 5-6 3-4 1-2

An answer that defines An answer that defines An answer that defines An answer briefly An answer that does
a clear plan to increase a plan to increase the a plan to increase the explains the customer not clearly evaluate
the customer loyalty by customer loyalty by customer locality by experience by using the customer
using tools such as PR using tools such as PR using tools such as PR appropriate tools and experience by using
Smith customer loyalty Smith customer loyalty Smith customer loyalty gives suggestions for appropriate tools OR
ladder, with digital ladder with digital ladder with few customer loyalty does not give
marketing suggestions marketing suggestions modern, recent digital improvement using suggestions for
from modern, recent from some modern, marketing suggestions. digital channels at customer loyalty
brand campaign recent brand campaign marginal level improvement using
examples examples. digital channels
5. 17-20 13-16 9-12 5-8 0-4
An answer that An answer that Average use of relevant Poor use of tools such Very poor use of tools
evaluate the current evaluate the current tools such as BCG as BCG digital such as BCG digital
status of the digital status of the digital digital marketing marketing maturity marketing maturity
maturity against the maturity against the maturity assessment assessment tool. Poor assessment tool to
consumer journey with consumer journey with tool to evaluate the level plan provided. address the objective
a way forward plan a way forward plan current status. Average of the question and/or
with well-defined with defined digital level plan. very poor plan.
digital activities. activities at good level.
Excellent use of tools Satisfactory use of tools
such as BCG digital such as BCG digital
marketing maturity marketing maturity
assessment tool. assessment tool.
Writing 9-10 7-8 5-6 3-4 1-2
and Excellent use of Good use of Harvard Average use of Harvard A basic use of Harvard Poor referencing or
referencing Harvard referencing. referencing. Placed referencing. Placed referencing. Placed may have not followed
Placed references for references for most of references for only references for only Harvard referencing
all the citations. This the citations. This some of the citations. few of the citations. style. No in text and
include in text and end include in text and end May not include in text May not include in relevant end text

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 text. Formatting is text. Formatting is referencing. Formatting text referencing for all referencing. Poorly
correct and accurate. correct but minor is fairly correct but the citations. followed the
Consists of a wide errors can be visible. minor errors can be Formatting has some guidelines for report
range of credible, Consists of credible, visible. Consists of a major errors. Consist preparation. A poor
authentic sources, authentic sources, few credible, authentic of non- credible report submitted.
relevant to the relevant to the sources, relevant to the commercial sources
research. Fully research. Have research but mainly such as websites.
followed the guidelines followed the guidelines consist of non-credible
for a report for a report commercial sources
preparation. An preparation. A good such as websites. Have
excellent report report submitted. fairly followed the
submitted. guidelines for a report
preparation. A fair
report submitted.

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 PORTFOLIO STRUCTURE

 Paper Size : A4
 Printing Margins : LHS; RHS: 1 Inch
 Binding Margin : ½ Inch
 Header and Footer : 1 Inch
 Basic Font Size 12
 Line and paragraph spacing: 1.5
 Font Style : Arial/ Times New Roman
 Text distribution : Justify
 Referencing style : Harvard

Submission Information to students

 Submit softcopy of assignment only.
 The soft copy should be saved directly to ICBT sis as one file. Documents saved in different files
and/or in subfolders will be rejected.

 Soft copy should be named as HDDM_ (subject number)_followed by the student ID number

 E.g. HDDM_ DM52215_8******

 Do not forget to sign the plagiarism statement on the cover sheet of your assignment

 Students are expected to keep a backup of all the assignments. ICBT have all the right to re call
for softcopy of any assignment at any time during the course.

 Please note that plagiarism is treated as a serious offence and therefore the work you produce
must be individual and original although may work in groups in some instances (Please refer to
Student Handbook on Plagiarism & Cheating).

 All sources of information must be referenced using “Harvard referencing” where a reference
listing should be included at the end of the assignment.

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