GRADUATE DIPLOMA IN MANAGEMENT
GDM 404: MARKETING MANAGEMENT
January 2021 Batch 59
Assessment Brief
Qualification
Graduate Diploma in Management
Assessment Title
Individual Written Assignment:
Digital Marketing: A New Marketing Reality
Module Leader
Matheesha Hewawitharana
Issued Date
30 January 2021
Submission Date & Time
07 March 2021 (before 10.00am)
Learning Outcomes
Upon successful completion of this module, the student will be able to:
1. Understand the concepts of marketing and examine the marketing environment.
2. Develop marketing strategies and plans to achieve organisational mission.
3. Evaluate the application of market research and identify market opportunities.
4. Understand the behaviour of buyers and create sustainable customer value.
5. Understand the concepts of segmentation and targeting to develop positioning
strategies.
6. Understand the importance of applying the extended marketing mix.
7. Assess global marketing opportunities and develop competitive brands.
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Overview of the Assessment
This module assessment has two parts. Part 1 is a group presentation of a marketing plan and
Part 2 is an individual written assignment. Each part carries 50% of the total marks.
Part 2
Individual Written Assignment
The number of mobile phones in India recently exceeded 500 million and monthly Facebook
users passed one billion. Digital marketing is the use of internet, mobile devices, social media,
search engines, and other channels to reach consumers. Digital Marketing has fundamentally
changed the way we buy, make decisions and interact with one another.
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Task
You are required to produce an individual written report on the theme for local traders.
Digital Marketing: A New Marketing Reality
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Guidance Notes
2.1
You shall use relevant academic theories and provide reference to an organisation.
2.2
The word limit is 2500.
2.3
You are required to review your work with a tutor prior to submitting your work.
2.4
Two (2) record sheets are to be submitted as evidence of your tutor meetings.
2.5
Satisfactory standards of academic writing and referencing are essential.
2.6
You are encouraged to present evidence of reading from journal articles, books and
magazines. Avoid using websites for definitions, explanations or illustrations.
2.7
Your work needs to show a mature understanding of the subject.
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Indicative Assessment Criteria (Written Report)
Criteria
Introduction (150 words)
Evidence
 Introduce the key concept
 Purpose of the report
Theoretical Perspectives and
Analysis (2200 words)
Demonstrate
knowledge
and
understanding of the theoretical
perspectives, ability to use a variety
of sources in developing a
comprehensive
discussion
and
application.
 Concept and forms of digital marketing
 Digital vs traditional marketing
 Transformational change models:
Mckinsey 7s model, Digital readiness model and
Kotter’s 8-steps change model
 Examples with local and international cases
 Advantages and challenges
You are required to produce a range of
references from journal articles, books and
relevant sources.
Conclusion (150 words)
 Clear conclusion summarising the main points of
the report
 Concluding statements linking the main points
Presentation

Layout, format, writing style

Clarity of expression

Harvard Referencing (Cite Them Right)
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Submission Procedure
1. Send a soft copy of the assignment by email to: mgt.submission@bms.lk
2. Once you submit the assignment draft you will receive an acknowledgement as an auto
reply. You shall save this acknowledgement email as a PDF OR save the submission
email as a PDF and email to prabodha@bms.lk.
3. Late submissions will receive a penalty of a 3-mark reduction per day from the deadline.
4.
Assignments will not be accepted after 7 days from the deadline. The student shall
re-submit a fresh assignment and will receive the maximum mark of a Pass grade.
Guidelines

Paper Size: A4

Printing Margins: LHS 1.25 Inch; RHS: 1 Inch

Header and Footer: 1 Inch

Printing: Single – sided

Presentation: Stapled only

Heading Font Size: 14

Basic Font Size: 12

Line Spacing: 1.5

Alignment: Justified

Font Style: Arial/Times New Roman

Page numbers with the table of contents

Cover Page: Follow BMS format

Referencing: Harvard Referencing

Plagiarism report generated from BMS shall be attached
Plagiarism
Plagiarism
presenting
someone
else's
workAny
asact
your
own. It will
includes
Plagiarism isistreated
as a serious
academic
offence.
of plagiarism
be dealtcopying
with in
information
directly
from
the
web
or
from
books
without
referencing
or
paraphrasing
the
terms of BMS regulations. Plagiarism is presenting someone’s work as your own. It includes
material;
submittingdirectly
joint coursework
individual
and/or
copying another
copying information
from the webas
or an
books
without effort;
referencing
or paraphrasing
the
student's
coursework.
a serious
academic
Any another
act of plagiarism
material, submitting
jointPlagiarism
courseworkis as
an individual
effort offence.
and copying
student’s
will
be
dealt
with
according
to
the
terms
of
BMS
regulations.
coursework.
Assessment Criteria
~ End of Paper ~
© BMS
Printed on: 29-01-21 12:21:13 PM
GDM MM | Jan 21 | [B 59]
SD: 07-03-21
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