Assessment Brief – Newcastle Business School

Programme: MSc Digital Marketing; MSc Business with Analytics

Module Code: LD9706

Module Title: Marketing Metrics and Analysis

Distributed on: Teaching Week 1 (via the e-learning portal)

4,000 Words Business Report - submitted electronically via the e-Learning Portal:
Submission
Process, Time and
Date:
*Please only submit your final version of the assignment (main report + appendices
and references) as a single MS Word or PDF document.

*Please make sure to take a screen print or save the electronic confirmation of
submission.

Submission Deadline: tbd (during May assessment period).

It is your responsibility to ensure that your assignment is submitted before the

submission deadline stated above. A relevant extract of the University’s policy on late
submission of work is included in this document.

Word Limit: 4,000 words (+ 10%)

Weighting 100%

This assessment is designed to assess the following Module Learning Outcomes:

 MLO 1: Have developed a critical understanding of marketing metrics, evaluation, and analytics,
particularly in the context of digital marketing.
 MLO 2: Develop appropriate analytical and critical evaluation skills to support organisational
decision making for marketing.
 MLO 3: Analyse and assess digital marketing strategies through deployment of relevant web/mobile
analytical software and communicate the outcomes of this evaluation to a relevant business
audience.
 MLO 4: Make relevant decisions about taking forward or enhancing marketing campaigns based on
this assessment and associated consultation.

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Assessment Brief – Newcastle Business School

The Brief: Google Merchandise Store

The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise.
They sell a mix of apparel, lifestyle products and stationery across the globe.
As one of the world’s largest companies (Statista, 2019), Google employs over 170,000 people.
However, the Google Merchandise Store contributes a very small part of their overall revenue,
generating around £4,000 revenue per month.
The CEO of the company, Sundar Pichai, is of the opinion that the company’s marketing strategy
should try and improve merchandise sales in the future. He has recruited you as a consultant to
carry out some digital marketing analysis and advise him on the digital marketing strategy of the
Google Merchandise Store. Sundar has provided some specific details and instructions, which are
set-out below, to guide your analysis.
1. Given its importance as a storefront, the Google Merchandise Store’s website should adhere to
a high standard of accessibility and user experience (UX) in the retail industry. He feels that an
accessibility and UX evaluation of his closest competitors’ websites would tell him what the
industry benchmark is. This in turn will set the standard for improving his company’s website.
You are required to carry out this accessibility and UX analysis on the top two players in the
fashion/merchandise industry (based on your own evaluation) and report on the results of your
analysis in comparison to the Google Merchandise Store. (10 marks)
Sundar would also like you to conduct some social listening into this industry, and report on the
state of social media engagement, looking at most popular social networks, sentiment,
influencers, engagement and content types. (10 Marks)
2. Sundar believes that quantitative metrics paint only part of the picture, and some qualitative
analysis can yield insights, particularly into the mind of the target market. Accordingly, he would
like you to conduct some sentiment analysis of social media comments (e.g. content or
sentiment analysis), and report on the qualitative insights you have derived. (10 Marks)
3. In the next level of your analysis, you are required to assess the state of the Google
Merchandise Store from a strategic digital marketing perspective. For this purpose, Sundar has
given you access to the Google Merchandise Store’s Analytics account. You are expected to
conduct a detailed analysis, querying the data as you see appropriate, and extract insights into
the performance of The Google Merchandise Store. This analysis should be provided in the
form of a Google Data Studio Report Dashboard, which should exceed no more than 5 pages
and be attached as an appendix to your main report. You may also wish to supplement your
Analytics data from other additional sources as you see fit. (35 Marks)

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Assessment Brief – Newcastle Business School

4. Having conducted several types and levels of analyses thus far, synthesise your key findings
and provide recommendations for the next twelve months for Google Merchandise Store.

You are encouraged to focus your recommendations on such matters as:

 Customer segments
 User behaviour
 Landing pages and exit pages
 Search engine ranking positions
 Allocation of advertising budget
 Marketing channels
 E-Commerce performance

You may also highlight any other direction of strategic development based on your findings.
Present your recommendations with good justification and business-sense. (35 Marks)

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Assessment Brief – Newcastle Business School

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Assessment Brief – Newcastle Business School

Module Specific Assessment Criteria

Section of the Report 0 – 39% (Standard 40 – 49% 50 – 59% 60 – 69% 70 – 79% 80 – 89% 90 – 100%
Not Met) (Standard Not (Standard Met) (Standard Met) (Standard Exceeded) (Standard (Standard Exceeded)
Met) Exceeded)
Web-accessibility and Student fails to A poor standard Some relevant Analysis is The analysis covers all A professional Meets all
UX analysis include an analysis of analysis which analysis carried- generally relevant points. and all- requirements needed
covering all is evident of only out, but is not acceptable and all A good range of tools encompassing for 80-89% range, but
/20 relevant points or a cursory attempt thorough in relevant points and techniques analysis is additionally
shows no or little that does not addressing all seem to have utilised. Good level of provided. Every demonstrates an
appreciation for addresses all relevant points in been addressed. understanding of the relevant point is outstanding level of
appropriate usage relevant points. the requirements- Although some analysis and output. addressed clearly originality and
of evaluation set. points need and to a very high initiative.
tools. further standard. The
development. The range and
overall analysis manners of tools
could have been deployed is
better. exceptional, and
so is the
understanding of
the output.

Social media Student fails to A poor standard Some relevant Analysis is The analysis covers A professional Meets all
comments/textual include an analysis of analysis which analysis carried- generally relevant requirements. and exceptional requirements needed
analysis or does not is evident of only out, but is not acceptable and A good use of the analysis is for 80-89% range. In
address the a cursory attempt thorough in process seems to appropriate tools and provided. High addition,
/10 requirements that does not addressing the have been carried techniques. Good level level usage of the demonstrates an
satisfactorily at all. addresses the requirements-set. out adequately. of understanding of tools and outstanding level of
requirement. The overall the analysis and techniques, and originality and
. analysis could output. understanding of initiative in social
have been better. the output media text mining,
resulting in output
that far exceeds the
requirements at this
level.
Quantitative analysis Student fails to A poor standard Some relevant Analysis is The analysis covers all A professional Meets all
include an analysis of analysis which analysis carried- generally relevant requirements. and exceptional requirements needed
/35 or does not is evident of only out, but is not acceptable and a A good use of analysis is for 80-89% range, and

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Assessment Brief – Newcastle Business School

address the a cursory attempt thorough in several queries quantitative data and provided. Very also demonstrates an
requirements that does not addressing the have been carried associated techniques. high level usage outstanding level of
satisfactorily at all. addresses the requirements-set. out. The overall Good level of of quantitative initiative and mastery
requirement. Use of analysis could understanding of the data and of quantitative data,
Poor quantitative data have be analysis and output. techniques, and generating
understanding of is adequate. improved. Variety of queries understanding of outstanding levels of
quantitative data. have been conducted. the output. output and insights fit
for the context.
Synthesis of findings Little or no Poor synthesis Some synthesis of Synthesis of A good level of Exceptional level Meets all
and recommendations synthesis and no and findings but findings is understanding in of synthesis and requirements needed
for marketing strategy adequate insight recommendations recommendations acceptable and bringing together all of recommendations for 80-89% range, but
evident. No are unjustified could have been some relevant the findings into addressing all additionally
recommendations. and lack business much better. recommendations coherent insights. points and above demonstrates an
sense. have been made. Good, relevant the requirements. outstanding level of
/35 recommendations. creativity, initiative,
as well as synthesis of
relevant arguments
into a brilliantly-
fitting marketing
strategy.
Overall mark: Comments:

/100

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Assessment Brief – Newcastle Business School

Late submission of work

Where coursework is submitted without approval, after the published hand-in deadline, the following
penalties will apply.

For coursework submitted up to 1 working day (24 hours) after the published hand-in deadline without
approval, 10% of the total marks available for the assessment (i.e. 100%) shall be deducted from the
assessment mark.

For clarity: a late piece of work that would have scored 65%, 55% or 45% had it been handed in on time will
be awarded 55%, 45% or 35% respectively as 10% of the total available marks will have been deducted.

The Penalty does not apply to Pass/Fail Modules, i.e. there will be no penalty for late submission if
assessments on Pass/Fail are submitted up to 1 working day (24 hours) after the published hand-in
deadline.

Coursework submitted more than 1 working day (24 hours) after the published hand-in deadline without
approval will be regarded as not having been completed. A mark of zero will be awarded for the
assessment and the module will be failed, irrespective of the overall module mark.

For clarity: if the original hand-in time on working day A is 12 noon the 24 hour late submission allowance
will end at 12noon on working day B.

These provisions apply to all assessments, including those assessed on a Pass/Fail basis.

Word limits and penalties

If the assignment is within +10% of the stated word limit no penalty will apply.

The word count is to be declared on the front page of your assignment and the assignment cover sheet.
The word count does not include:

 Title and
Contents  Reference list  Appendices
 Appropriate
page
tables, figures
 Quotes from
and illustrations
 Glossary  Bibliography interviews and
focus groups.

Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab nonsense
analysis” (Smith, 2011 p.123)] are INCLUDED in the word count/page count.

If this word count/page count is falsified, students are reminded that under ARNA page 30 Section 3.4 this
will be regarded as academic misconduct.

If the word limit/page count of the full assignment exceeds the +10% limit, 10% of the mark provisionally
awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is
above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

Students must retain an electronic copy of this assignment (including ALL appendices) and it must be
made available within 24hours of them requesting it be submitted.

Note: For those assessments or partial assessments based on calculation, multiple choice etc., marks will be
gained on an accumulative basis. In these cases, marks allocated to each section will be made clear.

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Assessment Brief – Newcastle Business School

Academic Misconduct

The Assessment Regulations for Northumbria Awards (ARNA) contain the Regulations and procedures
applying to cheating, plagiarism and other forms of academic misconduct.

The full policy is available at: http://www.northumbria.ac.uk/sd/central/ar/qualitysupport/asspolicies/

You are reminded that plagiarism, collusion and other forms of academic misconduct as referred to in the
Academic Misconduct procedure of the assessment regulations are taken very seriously by Newcastle
Business School.  Assignments in which evidence of plagiarism or other forms of academic misconduct is
found may receive a mark of zero.

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Assessment Brief – Newcastle Business School

Mapping to Programme Goals and Objectives

This assessment will contribute directly to the following postgraduate programme goals and objectives.

Goal 1: To develop the skills necessary for employment and career progression
Students will be able to:

1. Demonstrate awareness of personal strengths and weaknesses and the ability to engage in
continuing self-development
2. Demonstrate the development of inter-personal and intra-personal skills

X 3. Demonstrate competence in contemporary analytical and ICT applications

Goal 2: Be culturally and ethically aware

Students will be able to:

1. Demonstrate their ability to work in culturally diverse groups and teams and make
appropriate and personal contribution to team effectiveness
2. Reflect on their own ethical values

3. Understand the wider impact of individual or organisational decision making on social and
environmental contexts

Goal 3: Have developed leadership and management capability

Students will be able to:

X 1. Analyse and communicate complex issues effectively

2. Demonstrate decision making, problem solving and project management skills

Goal 4: Have developed and applied knowledge of international business and management theory
Students will be able to:

1. Acquire, interpret and apply knowledge of international business, management and

organisational functions
X 2. Demonstrate an understanding of the impact of innovative and contemporary research on
the business and management community
X 3. Acquire, interpret and apply specialist functional knowledge in relation to their
programme of study

Goal 5: Have developed a range of research skills and project capabilities

Students will be able to:

1. Plan and complete a major piece of research or project on a contemporary business,

financial, management or leadership topic
X 2. Demonstrate skills of analysis and synthesis in the application of research methods to the
exploration of contemporary business and management issues

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