Online Marketing Strategy and Customer Relationships
| Specific Criteria | 0-29 | 30-39 | 40-49 | 50-59 | 60-69 | 70 – 79 | 80-100 |
| information within Social Media (30%)
|
No impact or understanding demonstrated | Little or no operating understanding. Very little understanding on what is social media and why it is needed in modern marketing. | Largely a description of the purpose and process of information retrieval and collection. No overall analysis or evidence on the value social media. Very definition orientated with no real analysis or depth. | Clear understanding and some analysis of purpose and process. Some insight into aspects of the role social media as a value adding process and its role in changing individual and societal perceptions | As previous section but with improved analysis and clear understanding of the use of social media to add value to business. | As previous section but a holistic view of the role social media in adding value to Business. Deep detailed understanding of social media with a cohesive discussion on its role within business and society. | As previous section but a detailed holistic view of the role of social media information in adding value to Business. Deep detailed understanding of information with a detailed discussion on its role within Business and Society. |
| Social Media and Competitive advantage
(30%) |
No discussion or understanding demonstrated | Very poor analysis and no real cohesive argument that outlines the role of social media in the strategy process. No depth no understanding. | Your discussion is very descriptive. No real focus and difficult to see the value of your discussion. You don’t clearly outline the strategic elements. Your justification is weak with no real critical analysis. | Good understanding on the use of social media within marketing strategy and the evolution currently taking place. You also do well to discuss social media within the context of developing competitive advantage. | As previous section with understanding of social media within the context of marketing communication strategy, customer service and detailed discussion of the 4ps and how they have changed and evolved. | As previous section with detailed understanding of the use of social media within offline and online strategy and its ever-increasing role in communication. | As previous section with excellent detailed understanding of the use of social media & its ever increasing role in communication management and retention. |
| Impact of Social Media on strategy, Customer acquisition and Customer relationships
(35%) |
No discussion or understanding demonstrated | Very poor analysis and no real cohesive argument that outlines the role of social media in the strategy process. No depth no understanding. | Your discussion is very descriptive. No real focus and difficult to see the value of your discussion. You don’t outline any of the key elements of customer acquisition or target marketing. | Good understanding on the use of social media within target marketing, relationships and customer acquisition. | As previous section with good understanding of social media within the context of customer acquisition strategy, relationships and target marketing. | As previous section with detailed understanding of the use of multiple social media tools and their role in building consumer profiles which help organisation develop and maintain customer relationships. | As previous section with excellent detailed understanding of the use of multiple social media tools and their role in building holistic consumer profiles. |
| Essay Quality (5%) | Poor essay structure. Very poor understanding. The reader cannot follow the argument. | The essay’s organisation is lacking. Some importance points are overlooked or not developed. The reader has difficulty in following the argument. Poor grammar and to many spelling errors | The overall organisation is generally clear although the reader may have some difficulty in making logical links in parts of the essay. Some points may lack development. Poor paragraph development.
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The overall structure is usually clear and logical but some paragraphing may be problematic. The overall argument generally develops logically but ideas may occasionally not link well. Good use of referencing.
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The overall structure is clear and logical with good paragraphing in terms of position and structure. The overall argument develops logically. Good use and understanding of referencing | The overall structure is clear and logical with excellent paragraphing in terms of position and structure. The overall argument develops logically. Detailed use of referencing. | Excellent structure with clear and logical essay style. |
