Final Assignment Written assignment Activity brief

Final Assignment
Written assignment
Activity brief
BDI223 – Digital Leadership
Online campus
Professor: Bruno Gama | [email protected]
Description Each student should select a company for the final
assignment and submit it to the professor by March 12th,
2021. Based on the selected company, students should use
the concepts learnt in the course to apply digital strategies to
detect new digital trends and to develop the roadway to a
digital business transformation. Students should use the
digital mastery framework presented in the Webinar of week 8
as the basis to classify the company and to articulate the
roadmap for digital transformation.
Suggested structure:
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Market Analysis and Digital Trends
5. Value Proposition of the Products / Services
6. Roadmap for Digital Transformation
7. Recommendations
8. References
Format This activity must meet the following formatting

requirements:
• Font size 12
• 1.5 line spacing
• 2,500 words (+/- 10%)
• Harvard Referencing System
Goal(s) The goals of this summative assessment are to gauge
students' comprehension of the materials presented, to
assess the ability of the students to apply the concepts in a
real case and to evaluate students’ learnings throughout the
course.
Due date Date: Friday, 7 May 2021
Time: 14:00 CET
Weight towards final
grade
This activity has a weight of 60% towards the final grade.
Learning outcomes The learning outcomes are:
• apply digital strategies to detect new digital trends
and opportunities.
• develop a roadmap for digital business
transformation.
Assessment criteria Please refer to the rubrics below.

Rubric: written assignment
Criteria Accomplished (A) Proficient (B) Partially proficient
(C) Borderline (D) Fail (F)
Problem
identification
The business issue has been
correctly identified, with a
competent and comprehensive
explanation of key driving
forces and considerations.
Impact on company operations
has been correctly identified.
Thorough analysis of the issue
is presented.
The student correctly identified
the issue(s), taking into account
a variety of environmental and
contextual drivers. Key case
information has been identified
and analyzed.
the case (issues), considering
obvious
environmental/contextual
drivers. There is evidence of
analysis, but it lacks depth.

the issue(s) but analysis was
weak. An absence of context –
the work is basically descriptive
with little analysis.
The student failed to correctly
identify the issue(s); analysis
was incorrect or too superficial
to be of use; information was
misinterpreted.
Information
gathering
The student showed skill in
gathering information and
analyzing it for the purposes of
filling the information gaps
identified. Comprehensive and
relevant.
Relevant information gaps were
identified and additional
relevant information was found
to fill them. At least two different
types of sources were used.
The student demonstrates
coherent criteria for selecting
information but needs greater
depth.
at least one information gap
and found relevant information,
but which was limited in scope.
Some evidence of sound

criteria for selecting information
but not consistent throughout.
Needs expansion.
An information gap was
identified and the student found
additional information to fill it.
However, this was limited in
scope. Weak criteria for the
selection of necessary
information.
Information was taken at face
value with no questioning of its
relevance or value. Gaps in the
information were not identified
or were incorrect.
Conclusions The student evaluated,
analyzed, synthesized all
information provided to create a
perceptive set of conclusions to
support the decisions and
solutions.
The student evaluated,
analyzed and synthesized to
create a conclusion(s) which
support decisions and
solutions.
The student reached
conclusions, but they were
limited and provided minimal
direction for decision-making
and solutions.

The conclusion was reasonable
but lacked depth and would not
be a basis for suitable strategy
development.
The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.
Solution
s The student used problem
solving techniques to make
thoughtful, justified decisions
about difficult and conflicting
issues. A realistic solution was
chosen which would provide
maximum benefit to the
company. Alternative solutions
were explored and ruled out.
The student used problem
appropriate decisions about

complex issues. Relevant
questions were asked and
answered. A realistic solution
was chosen. Alternatives were
identified, explored and ruled
out.
The student used problem-
appropriate decisions about
simpler issues. The solution
has limited benefit but does
show understanding of
implications of the decision.
Alternatives were mentioned
but not explored.
The student used problem
decisions about simpler issues
but disregarded more complex
issues. Implications of the
decision were not considered.
Alternatives were not offered.

The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.
BCO223 SOCIAL MEDIA MARKETING FINAL Task
brief & rubrics
Task: written summative assignment
Develop a Social Media Plan
This assessment is a written submission exam
Students are required to develop a Social Media Plan for
launching or developing a brand in Spain
Feel free to work with one of the brands suggested or to work

with a brand of your choice.
Brands suggested: Patagonia, Glovo, Adidas, Kerastase,
Biomanan, Beyond meat, Gutbio, Smart, Heineken, Supradyn,
Include in your research the most relevant communication
examples (video links, infographics, pictures, visuals) of the
most relevant
actions in the network platforms).
Develop the following points:
- Define Social media goals, aligned with the marketing pl an
and the business goals
- Competitive analyses
- Audit your brand Social Media presence
- Analyze the audience – Define your target persona
- Social Media Campaign

o Define your Social media key priorities - Define specific
SMART goals and strategies
o Social media mix - Network channel (platforms) selection to
reach the Target Audience - define specific goals per network
o Define metrics per action/network
o Define relevant content (key messages aligned with your
objective, strategy and mission).
o Create an activity calendar
o Budget
The report should be in word document format and must be
uploaded to a Turnitin folder created on the course Moodle
platform.

Formalities:
o Word: Word count: 1500-2000 words.(include your research
and your findings)
o Cover, Table of Contents, References and Appendix are
excluded of the total word count.
o Font: Arial, size 11
o Text alignment: Justified
o The in-text References and the Bibliography have to be in
Harvard’s citation style.
Submission: Week (10) – Via Moodle (Turnitin). Submission
deadline Sunday 9th of May 2021 at 23:59 CEST
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
Outcome 1: Understanding Social media presence analysis

Outcome 2: Understanding customer research online
Outcome 3: Understanding social media planning dynamic
Outcome 4: Understanding social community zones
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge &
Understanding
(15%)
Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.
Student demonstrates

good understanding of the
task and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.
Student understands the
task and provides minimum
theory and/or some use of
vocabulary.
Student understands the task
and attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.
Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.
Influencer, brand
advocates, touchpoints,
Social media cycle,

permission and
interruption marketing,
curate content,
Social community zones,
Mobile marketing
Student applies mostly
class.
Influencer, brand
Social media cycle,
permission and
Mobile marketing
Student applies some
class. Misunderstanding
may be evident.
Influencer, brand

Social media cycle,
permission and
Mobile marketing
Student applies little relevant
knowledge from the topics
delivered in class.
Misunderstands are evident.
Influencer, brand advocates,
touchpoints, Social media
cycle, permission and
Mobile marketing
Critical Thinking
(35%)
Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.

Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.
Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.
Student makes little or none
critical thinking insights, does
not quote appropriate
authors, and does not
provide valid sources.
Communication
(20%)
Student communicates
their ideas extremely
clearly and concisely,
respecting word count,
grammar and spellcheck

their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.
Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.

Final Assignment Written assignment Activity brief

Final Assignment Written assignment Activity brief

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Final Assignment Written assignment Activity brief