ASSIGNMENT BRIEFS
Qualification Pearson BTEC Level 5 HND Diploma in Business
Unit (FT/OL) OL U46 Social Media Practice
Year and cohort
Assessor name
Assignment title A Social Media Campaign
Learning Objectives
LO1 Explain the key concepts and features of social media in different creative
media practices
LO2 Discuss the uses of social media and their impact on market and audience
LO3 Develop a social media strategy for a creative media organisation, based on
client need, market and user research
LO4 Present a social media plan for a creative media production organisation
Unit Learning Outcomes
LO1 Explain the key concepts and features of social media in different creative
media practices
LO2 Discuss the uses of social media and their impact on market and audience
Assignment 1 Brief and Guidance:
Submission format:
The submission is an individual narrated 10-minute presentation (PowerPoint). Your
presentation should be appropriate for the business scenario given below.
You will submit your presentation slides and speaker notes as a PDF into Turnitin: the
recommended word limit (slides & speaker notes) is 1,500 words, although you will not
be penalised for exceeding the total word limit. Your research should be referenced
using the Harvard referencing system.
Scenario and activity:
You are employed as a social media marketing manager in a creative media production
organisation who is soon to launch their new app, ChariTies. This app is designed to pair
students seeking short-term internships or longer term work placements.
With the app, students can develop a CV with a step-by-step wizard, take a personality
test and a passions test to best match them in terms of role and organisation. It enables
students to apply for multiple placements seamlessly. The hiring organisations benefit
from standardised CVs, application processes and a streamlined process for postings.
The company has realised that to reach the appropriate market they need to reimagine
their marketing approach. They strongly believe that there are excellent opportunities
for social media marketing that could involve audience participation that would help the
campaign become viral and extend its reach.
In your role as Social Media Marketing Manager, you have been asked to give a
presentation to senior management which critically analyses how social media is used
by organisations to develop and promote business aims. You need to include an
evaluation of the use of social media in the relationship between organisations and
consumers and also identify the areas of greatest influence of different platforms.
Support your analysis and conclusions with examples from different organisations.
Unit Learning Outcomes
LO3 Develop a social media strategy for a creative media organisation, based on
client need, market and user research
LO4 Present a social media plan for a creative media production organisation
Assignment 2 Brief and Guidance:
Submission format:
The submission is a marketing proposal that contains a social media strategy and a
social media plan for the product launch. Your proposal should be appropriate for the
scenario given and include a cover page, list of contents and appropriate sections and
subsections. You may use charts, graphs, tables and other infographics to illustrate your
proposal.
You will submit your proposal to Turnitin: the recommended word limit 2,000 words,
although you will not be penalised for exceeding the total word limit. All information
sources and resources should be referenced using the Harvard referencing system.
Scenario and activity:
The senior managers in the production company where you work as Social Media
Marketing Manager have decided to support the launch of ChariTies with a social media
campaign. They want to harness the emotional appeal of activism to show how activism
works in social enterprises and not-for-profit organisations, rather than simply as a type
of protest.
You have been asked to create a social media strategy and a social media plan based on
client need, and market and user research. This should include a critical evaluation of
the platforms, tools and analytics selected to support its aims and objectives.
Your proposal could include
Social media strategy:
Market and user research, competitor analysis, aims and objectives, content strategy,
coordination and convergence with other marketing, platform analysis, content
management and analytics.
Social media plan:
Aims and objectives, content, scheduling, user engagement, market testing, monitoring
customer attitudes and behaviours with analytics.
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the key concepts and features of social
media in different creative media practices
D1 Critically analyse how
social media is used by
organisations to develop
and promote business aims
P1 Explain the key
concepts of social media for
businesses
P2 Discuss the influence of
business and cultural
factors on the development
of social media
M1 Evaluate the use of
social media in the
relationship between
business and consumers
LO2 Discuss the uses of social media and their Impact
on market and audience
P3 Explore the use of
social media platforms for
different communication
objectives
P4 Discuss the impact of
different forms of social
media on brand awareness
and consumer engagement
M2 Critically evaluate
different social media
platforms to identify their
areas of greatest influence
LO3 Develop a social media strategy for a creative
media organization based on client need, market and
user research
D2 Critically evaluate own
social media strategy and
plan, highlighting the way it
will support the aims and
objectives of a social media
strategy
P5 Evaluate market and
user research to define
aims and objectives for a
social media strategy, in
response to a given brief
P6 Create a social media
strategy to address client
needs and meet customer
expectations
M3 Justify the selection of
technology platforms and
tools for use in a social
media strategy
LO4 Present a social media plan for a creative media
production organisation
P7 Develop a social media
plan, including content
creation, scheduling and
monitoring
P8 Present a social media
plan that communicates the
way in which it meets
customer and client needs
M4 Critically analyse a
social media strategy and
define the metrics required
for social media analytics
Referencing
HELBUS uses the Harvard system of referencing. All the sources you have used to
prepare your assignment must be referenced in your text and also in your bibliography.
References List/Bibliography (in alphabetical order of the authors’ last names)
Jobber, D. and Ellis-Chadwick, F. (2014) Principles and practice of marketing. 7th ed.
London: McGraw Hill.
Poole, J. (2011) Leadership in easy steps. Southam: Mixed Sources.
Thomas, D. (2019) Five reasons the car industry is struggling. BBC [online]. Available
from: https://www.bbc.com/news/business-48545733 [Accessed 24 June 2019].
In-text referencing examples
Author’s name is cited in your text
Poole (2011, p.10) argues that ‘excellent leaders will recognise and develop people’.
Marketing is a branch of business that consists of many theories and intricate systems,
according to Jobber and Ellis-Chadwick (2013).
Author’s name is not directly cited in your text
‘Excellent leaders will recognise and develop people’ (Poole, 2001, p.10).
Marketing is a branch of business that consists of many theories and intricate systems
(Jobber & Ellis-Chadwick, 2013).
To access the full guide to the Harvard System of Referencing go to Moodle >> Links
(menu on the left) >> Referencing instructions
Or take a look at the resources in the University of Northampton’s Skills Hub
Command words
Your assignment brief will contain a verb that indicates the level of the response that you are
expected to give. This is called a command word. It is important that you interpret these verbs
correctly so that you fully recognise the level of critical thinking required in each assignment.
If you have any questions about your assignment brief,, do ask your instructor to provide further
advice.
Analyse This requires you to explore the different aspects of an issue, considering
the relative significance of each. You would normally need to explore causal
relationships, examining how an action will lead to a particular reaction. This
type of assignment would not normally require you to make judgements,
but rather to drill down into an issue, exploring relationships in depth.
Assess This requires you to weigh up the positive and negative aspects of
something. Alternatively, it might require you to explore the important and
unimportant aspects of an argument. You should build these strands into a
balanced argument before reaching a final balanced conclusion.
Critically
analyse
This is when you have to explore the strengths and weaknesses of the ideas
of a theorist or claims made by a professional body before reaching a final,
balanced conclusion. You would normally begin by presenting the initial idea
and arguments in favour of it, before introducing contradictory arguments.
When you present the arguments, you should present their relative merits
(e.g. their strengths and weaknesses) before summarising your arguments
and reaching a final conclusion.
Demonstrate Explain a broad range of ideas persuasively and with originality using a
variety of examples
Describe Provide a thorough description of the characteristics of a subject
Explain Give details about how and why something is as it is and what relevance it
has (implications)
Evaluate This type of question will require you to give an opinion on an issue, which
you should support with relevant evidence. You should ensure that your
response provides a balanced view of the issue, exploring points for and
against your argument. This should lead to an overall conclusion where you
summarise your main arguments and explain how you have come to your
final decision.
Justify This requires you to provide arguments in support of a particular
interpretation of, or perspective on, something. This should be based on the
use of theoretical justifications applied to normal business practice.
Identify Name the main point or points and explain why you chose those.