Marketing In A Digital Age & Corporate Social Responsibility Students are required to produce a report (LO8/LO7) on the following case: The role Cambridge

Students are required to produce a report (LO8/LO7) on the following case: The role Cambridge Analytica played in the latest American presidential election and the Brexit referendum in the UK. 

 You are requested to watch the video, provided in the material of this week (Facebook’s role in Brexit — and the threat to democracy | Carole Cadwalladr), research the case of Cambridge Analytica and write a report that reflects on and answers the following questions. 

Task 1: Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in  2017 and earlier? What could have been done better AFTER the scandal broke (early 2018)? (Consider the following areas: marketing communication strategy and message, marketing content and communication channels, corporate social responsibility and corporate reputation, the impact on brand awareness and brand trust) (LO1/ LO2 /LO3) 

Task 2: Explain the work and service Cambridge Analytica provided Trump’s campaign. Apart from the legal side, in your perspective, was it right for Cambridge Analytica to provide this work for Trump? How do public goodwill/license to operate and data-driven technology companies interrelate? (LO4/LO5/LO6) 

Task 3 Facebook continues to face major ethical and legal challenges. What challenges Facebook brand is facing today? And what implications do these challenges and the case of Cambridge  Analytica have for the future of Facebook from your perspective? 4 (LO 6/LO 7).

PLEASE FIND ATTACHED THE DETAILS OF THIS ASSIGNMENT (THE INSTRUCTIONS/GUIDELINES ARE TO BE FOLLOWED PROFESSIONALLY). 

ASSESSMENT BRIEF AND MARKING RUBRIC

Module title: Marketing in a Digital Age and Corporate Social Responsibility

(MK7040)

Assessment point: Assessment point 1 (Week 6)

Assessment task: Marketing project report

Word count limit: 3000 words +/- 10% (excluding references and appendices)

Width: 50% of overall module grade

Procedure in the event of illness or other valid cause (extenuating circumstances)

If you believe that:

• your performance in assessment or reassessment has been impaired, or;

• you were unable to attend for an assessment or reassessment, or;

• you were unable to submit assessed or reassessed work by the scheduled date due to illness or

other valid cause (as defined in the Procedures Governing Extenuating Circumstances), may submit

an application for extenuation for the relevant component(s) to Unicaf Extenuating Circumstances

team (extenuating.circumstances@unicaf.org).

*Once a component has been capped, extenuation does not uncap it.

Academic misconduct including plagiarism

Ensure that you are familiar with the relevant regulations regarding academic misconduct. By

submitting the assignment, you declare that it is your own work and that the material and sources of

information used, including internet sources, have been fully identified and properly acknowledged.

In addition, you confirm that the presented work has not been submitted for any other assessment.

You also acknowledge that the faculty reserves the right to investigate allegations of plagiarism and

other forms of academic misconduct which, if proven and dependent on the severity level of the

offence, may result in a penalty that could affect your progress.

By submitting your work, you acknowledge that you have read and agreed with the above statements.

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General Guidance

Your assignment should be MS Word processed (handwritten assignments are not accepted), using

Times New Roman size 12 font, double spaced, with numbered pages and your student number

printed as a footer on every page. Note this is a report supported by academic research so you should

adhere to the appropriate referencing guidance. The word limit stated for this assignment excludes the

list of references at the end of the assignment but includes all text in the main body of the assignment

(including direct quotations, in-text citations, footnotes, tables, diagrams and graphs). Please be aware

that exceeding the word limit will affect the academic judgement of the piece of work and may result

in the award of a lower mark. Appendices are not considered a supplement and will not be assessed as

part of the content of the assignment. As such, they will not contribute to the grade awarded; however,

it may be appropriate to use an Appendices section for any material which is a useful reference for the

reader. Please note that appendices are not included in the word count. The majority of references

should come from secondary sources (e.g. journal articles, conference papers, reports, etc.) although

you can also utilise area specific textbooks. You must ensure that you use the Harvard style of

referencing. Please indicate the word count length at the end of your assignment.

Marking and assessment

This assignment will be marked out of 100% and contributes to 50% of the total module mark. The

pass mark is 50%. Nevertheless, in order to pass this module, you must both achieve an aggregate

mark of 50% and also meet the assignment threshold marks. For the purposes of passing a module

each assignment has a threshold mark of 40%. The marking rubric is attached, which offers guidance

on the assessment criteria and weighting.

Late Submission

There will be a stipulated deadline date for all assignments. All assignments will need to be submitted

by the set time on the stipulated deadline date. Assignments submitted up to 24 hours late will be

accepted, but the assignment mark will be subject to a deduction of 5 marks from the mark awarded.

Learning outcomes applied in this assessment

1. develop a critical understanding of major concepts, frameworks, and methods in marketing
and corporate social responsibility, and assess their application in the business environment,
including brand value. (IC) (SID) (EID)

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2. examine the role digital marketing and media play in contemporary marketing and business
practice, and the social impact of these practices. (IC) (DP) (SID) (CID) (EID)

3. identify key issues and problems related to the lack of responsibility in the approach to

corporate business operations, and the risk that unethical corporate conducts poses for our
society. (IC) (SID) (CID) (CC) (UGB)

Thinking skills

4. critically evaluate marketing strategies, including digital marketing solutions – in different
business contexts, and address their implications including ethical issues, and reflect on the
significance of key historical events. (IC) (DP) (SID) (CID) (CC)

Subject-based practical skills

5. make strategic marketing decisions based on facts and market research; and to commission
marketing communication campaigns, including digital marketing solutions. (IC) (SID) (DP)

6. critically assess currently implemented corporate social responsibility solutions and recognise

the links between the adoption of certain solutions and the performance of business
operations. (IC) (SID) (CID) (CC)

Skills for life and work (general skills)

7. adopt a persuasive argumentation; and present it in verbal or written communication. (UGB)
(EID)

8. collect, analyse and synthesise data; and take a problem-solving approach to strategic

thinking, and creativity. (UGB) (IC)

Assessment guidelines

Produce a 3000-word marketing project report (+/- 10%) (excluding the list of references) which

offers students the ability to demonstrate their developing knowledge and application of the teaching

and learning material covered in weeks 1 to 5. It also encourages students to develop their thoughts

and perspectives on contemporary business issues, and be intellectually creative (underpinned by

credible resources).

Task

Students are required to produce a report (LO8/LO7) on the following case:

The role Cambridge Analytica played in the latest American presidential election and the Brexit

referendum in the UK.

Political marketing and the use of digital media in political campaigns is not new; however, the way

Cambridge Analytica used Facebook users’ data to target users with influential contents that can lead to

favourable results to the promoted parties was labelled unethical and illegal. Were developed of key

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players from SCL Group, the Republican Party establishment and Christopher Wylie the later whistle-

blower.

Micro-targeting methods were used as the company managed to acquire its dataset from social media

platforms. CA rise to prominence for high profile and right-wing causes is explained as a consequence

of successful test runs in the 2014 US mid-term elections. The impact of Cambridge Analytica is

described in terms of the two most controversial campaigns linked to the company with the BREXIT

referendum and the 2016 US Presidential Election, as well as the other company activities. Finally,

the company’s downfall is followed chronologically through several damning newspaper articles,

culminating in the public hearing of Facebook CEO Mark Zuckerberg in early April 2018.

You are requested to watch the video, provided in the material of this week (Facebook’s role in

Brexit — and the threat to democracy | Carole Cadwalladr), research the case of Cambridge

Analytica and write a report that reflects on and answers the following questions.

Task 1

Stand in the shoes of CEO Alex Nix: What could have been done better BEFORE the scandal in

2017 and earlier? What could have been done better AFTER the scandal broke (early 2018)?

(Consider the following areas: marketing communication strategy and message, marketing
content and communication channels, corporate social responsibility and corporate

reputation, the impact on brand awareness and brand trust)

(LO1/ LO2 /LO3)

Task 2

Explain the work and service Cambridge Analytica provided Trump’s campaign. Apart from

the legal side, in your perspective, was it right for Cambridge Analytica to provide this work

for Trump? How do public goodwill/license to operate and data-driven technology companies
interrelate?

(LO4/LO5/LO6)

Task 3

Facebook continues to face major ethical and legal challenges. What challenges Facebook
brand is facing today? And what implications these challenges and the case of Cambridge

Analytica have for the future of Facebook from your perspective?

4

(LO 6/LO 7)

Write a 3000-words report (10±) answering the above questions. Build clear arguments in
your answers. Strengthen these arguments with sufficient evidence from the case study, your

research into the market and the company and from the marketing and corporate social
responsibility literature as appropriate.

Well established media (e.g. BBC, Financial Times, New York Times, etc) may be used to develop

the context of the discussion, but the material used to underpin the research and analysis should be

from academic books and/or peer reviewed academic journals.

Report Format

What is a report?

A report is written for a clear purpose and to a particular audience. Specific information and evidence

are presented, analysed and applied to a particular problem or issue. The information is presented in a

clearly structured format making use of sections and headings so that the information is easy to locate

and follow.

When you are asked to write a report, you will usually be given a report brief which provides you with

instructions and guidelines. The report brief may outline the purpose, audience and problem or issue

that your report must address, together with any specific requirements for format or structure. This

guide offers a general introduction to report writing.

What makes a good report?

Two of the reasons why reports are used as forms of written assessment are:

• to find out what you have learned from your reading, research or experience;

• to give you experience of an important skill that is widely used in the work place.

An effective report presents and analyses facts and evidence that are relevant to the specific problem

or issue of the report brief. All sources used should be acknowledged and referenced throughout, in

accordance with the preferred method of your department.

The style of writing in a report is usually less discursive than in an essay, with a more direct and

economic use of language. A well written report will demonstrate your ability to:

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• understand the purpose of the report brief and adhere to its specifications;

• gather, evaluate and analyse relevant information;

• structure material in a logical and coherent order;

• present your report in a consistent manner according to the instructions of the report brief;

• make appropriate conclusions that are supported by the evidence and analysis of the report;

• make thoughtful and practical recommendations where required.

The structure of a report

The main features of a report are described below to provide a general guide. These should be used in

conjunction with the instructions or guidelines provided by your department.

Title Page

This should briefly but explicitly describe the purpose of the report (if this is not obvious from the title

of the work); remember to add your name and student number/assessment number, and which

assessment it pertains to.

Contents (Table of Contents)

The contents page should list the different chapters and/or headings together with the page numbers.

Your contents page should be presented in such a way that the reader can quickly scan the list of

headings and locate a particular part of the report. You may want to number chapter headings and

subheadings in addition to providing page references. Whatever numbering system you use, be sure

that it is clear and consistent throughout.

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Introduction

The introduction sets the scene for the main body of the report. The aims and objectives of the report

should be explained in detail. Any problems or limitations in the scope of the report should be

identified, and a description of research methods, the parameters of the research and any necessary

background history should be included.

Methods

Information under this heading may include: a list of research methods used (e.g. literature review

using ProQuest resources and the filter criteria applied for each search) and other sources of

information and details of selection/rejection; reference to any problems encountered and subsequent

changes in procedure.

Discussion

The main body of the report is where you discuss your material. The literature and evidence you have

gathered should be summarised, analysed and discussed with specific reference to the problem or

issue. If your discussion section is lengthy you might divide it into section headings. Your points

should be grouped and arranged in an order that is logical and easy to follow. Use headings and

subheadings to create a clear structure for your material. Use bullet points to present a series of points

in an easy-to-follow list. As with the whole report, all sources used should be acknowledged and

correctly referenced (remember to use the most credible resources available).

Conclusion

In the conclusion you should show the overall significance of what has been covered. You may want

to remind the reader of the most important points that have been made in the report or highlight what

you consider to be the most central issues or findings. However, no new material should be introduced

in the conclusion. Remember to specifically answer the initial questions posed.

Appendices

Under this heading you should include all the supporting information you have used that is not

published. This might include tables, graphs, questionnaires, surveys or transcripts. Refer to the

appendices in the body of your report.

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List of References

A key feature of academic writing, the list of references should list – in alphabetical order by author –

all published sources referred to in your report. There are different styles of using references so be

sure to refer to the study guide and check your departmental handbook for guidelines.

Note the suggested structure for your essay:

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Section/aspect Content to cover Marks available

Introduction General background on the topic 10 Marks

300 words you are going to discuss. Possible

definitions for terms relating to the

question. What the report will

include and/or leave out (scope).

What themes the essay will discuss

and the order they are presented.

What the report will

argue/demonstrate (thesis

statement).

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Main Body The following structure can be used for

2400 words discussion of the themes that you have

identified: T – topic (sentence to

introduce the theme or topic of the

paragraph)

E – example (you could mention an

example here to focus the topic)

S – support (bring in supporting

information from your research /

eg. theory, research studies,

statistics, legislation,

professional guidelines,

examples from practice)

T – talk about the ideas

(strengths, weaknesses,

importance, relevance,

usefulness, comparison to other

ideas). Evaluation and critical

discussion of the supporting

materials and how they relate to

the question under scrutiny –

keep the discussion focused on

answering the question in the

essay title. ______________________

Conclusions Links back to the themes

300 words identified in the introduction. A

reminder of what the essay has

argued.

A recap of the main themes that have

been discussed.

Formatting and High quality presentation of the

Referencing material that conforms to

(list of references not principles of academic writing

included in word count) and contains minimal errors in

sentence construction, grammar

and punctuation. The

assignment followed

appropriate academic

conventions regarding in-text

citations and

referencing.

_____________________________

60 Marks

15 Marks

15 Marks

10

Total: 3000 words 100

Marks

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Masters Grading Scale

Grade Grade Range

Distinction 70-100 %

Merit 60-69 %

Pass 50-59 %

Not passed 0-49 %

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Module Title:
Marketing in a Digital Age and Corporate Social

Responsibility (MK7040)

Assessment Title: Assessment Point 1 Weighted: 50% 3000 -words

report

Criteria and 90-100% 80 – 90% 70 – 79% 60 – 69% 50 – 59% 40 – 49% 20 – 39% 0-19%

weighting Highly Outstanding Excellent Very Good Good Quality Acceptable Work does not Work fails to

Exceptional Work Work Quality Work Work work with some satisfy meet the

Work good aspects assessment assessment
criteria criteria

25%

Comprehensive Exceptional and Excellent Very good Good Adequate Some Poor quality of No

Research (journal ) outstanding integration of integration of integration of integration of integration of integration of integration of

Articles, academic integration of the appropriate the the appropriate the appropriate the appropriate the appropriate the

Material, market the appropriate data, appropriate data, data, data, data, appropriate

Research, business data, contextualised data, contextualised contextualised contextualised contextualised data,

Reports and news contextualised with good contextualise with good with good with limited with very contextualise

with commercial evidence to d with evidence to evidence to evidence to limited evidence d with very

awareness, show evidence to show overall show overall show awareness, to show poor

business commercial show awareness, awareness, business awareness, evidence to

maturity and awareness, commercial business business maturity and business show

skill. business awareness, maturity and maturity and skill. maturity and awareness,

maturity and business skill. skill. skill. business

skill. maturity and maturity and

skill. skill.

i i

UNI©AF

50%

Demonstration All relevant All relevant Virtually all Most of the Some of the Omissions and Many Major

of knowledge theories/concept theories/conce relevant relevant relevant inaccuracies in deficiencies and deficiencies

and application ual models ptual models theories/conc theories/conce theories/conce the presented of omissions in and

of relevant accurately and accurately and eptual models ptual models ptual models theories/concept theories/concept omissions in

theories, extensively extensively accurately accurately accurately ual models. ual models. theories/conc

concepts and presented. presented. and presented. presented. A Some level of Delivery of eptual

other supporting Exceptional Excellent extensively reasonable delivery of applied theory is models.

materials. applied wholly
theory. absent.

25%

Use of the Exceptionally Highly Very High standard Good standard Reasonable Low quality of No

prescribed innovative. innovative. innovative. of innovation. of innovation. standard of innovation. Poor reasonable

format and Outstanding Very Strongly Professional Appropriate innovation. and inadequate attempt at

derived professional and professional professional and delivery and Reasonably delivery and innovation.

conclusions, and appropriate and and appropriate language. appropriate language. Poor and

overall quality delivery and appropriate appropriate delivery and Many delivery and Referencing inadequate

of the answer: language. delivery and delivery and language. referencing language. very poor. delivery and

development of Accurate language. Very language. Referencing errors. Referencing was language.

the paper, the referencing well referenced Well most accurate. inaccurate Referencing

resources throughout. throughout. referenced and/or absent.

applied and throughout. inconsistent.

referencing

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