Assignment Brief Template
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Faculty of Business and Law
Module Title: Digital Business, Marketing and ECommerce
Module Code: 5016SSL Assignment
Release Date: 01 05 2020 Module
14 08 2020 at 18.00
Time & Place:
Submission through Turnitin ONLY
This assignment is designed to assess learning outcomes 3,4 and accounts for 50% of the
overall module mark.
Intended Module Learning Outcomes (LOs)
1. Critically analyze various theories of digital businesses and frameworks and applications of
E-Commerce and marketing.
2. Define and evaluate different E-Commerce and marketing digital business models.
3. Examine the challenges and opportunities of E-Commerce and digital business marketing.
4. Identify and analyze various issues and difficulties facing organizations adopting a digital
This assignment is an individual assignment and accounts for 50% of the overall module mark.
The word count is a 2000-word individual business plan and implementation
strategy (in accordance with the Faculty Assessment Tariff).
Tesla is known to leverage social media to build a top brand (Blank,
2018, Manecuta, 2018, Bertschek and Kesler, 2018)
Critically examine what challenges and opportunities Tesla could face
using social media marketing.
Provide recommendations how Tesla could improve its use of social
media marketing in the business plan with the implementation strategy.
Your analysis has to be based on at least five peers reviewed academic
journal articles published in the last five years additionally to other
articles and books.
Your assignment needs to be presented in the format of academic writing with all sections
• Title Page
• Content Page
• Main Body
• Full List of References
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Criteria for Assessment
This table details the weightings of the five criteria by which your work will be assessed.
Criteria Proportion of overall
Introduce the chosen company.
Introduce what social media platforms the company uses and
how it uses them.
Introduce and justify what your assignment is about.
2. Main body
Demonstrate knowledge and understanding of the topic.
Critically analyse strengths and limitations of the topic.
Provide an evidence of going beyond summary to assess or
evaluate the aspects of the academic papers relevant to your
Demonstrate understanding of link between theory and
practice and practice related issues and/or standards in your
3. Conclusion and Personal reflection
Recap the assignment statement and main points.
Present a closing statement of your position.
4. Accurate citations and referencing 10%
5. Presentation, grammar and spelling 10%
Please refer to the Marking Scheme below for information on how work is assessed and graded.
How to submit your assessment
The assessment must be submitted by 18.00 on the 14th August 2020. No paper copies are
required. You can access the submission link through the module web.
Your coursework will be given a zero mark if you do not submit a copy through Turnitin.
Please take care to ensure that you have fully submitted your work. Further guidance can
be found here: How to submit your assignment. Should you submit work on time but fail
the assignment, you will be offered a resit opportunity, the resit mark will be capped at
40%. Resit information will be made available by the Module Leader via the course web.
All work submitted after the submission deadline without a valid and approved reason (see
below) will be given a mark of zero.
Short deferrals (extensions) of up to two calendar weeks can only be given for genuine
“force majeure” and medical reasons, not for bad planning of your time. Please note that
theft, loss, or failure to keep a back-up file, are not valid reasons. The short deferral must
be applied for on or before the submission date. You can apply for a short deferral by
submitting an Examination/ Coursework Deferral Application Form. Application Forms
along with the supporting evidence should go to the relevant Student Support Office. For a
longer delay in submission a student may apply for a long deferral.
Students MUST keep a copy and/or an electronic file of their assignment.
Checks will be made on your work using anti-plagiarism software and approved plagiarism
The University wants you to do your best. However we know that sometimes events happen
which mean that you can’t submit your coursework by the deadline – these events should
be beyond your control and not easy to predict. If this happens, you can apply for an
extension to your deadline for up to two weeks, or if you need longer, you can apply for a
deferral, which takes you to the next assessment period (for example, to the resit period
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following the main Assessment Boards). You must apply before the deadline. You will find
information about the process and what is or is not considered to be an event beyond your
control at https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-andExtension.aspx
GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT
As part of your study you will be involved in carrying out research and using this when writing
up your coursework. It is important that you correctly acknowledge someone else’s writing,
thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is
known as plagiarism. It is not acceptable to copy from another source without acknowledging
that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct
quotations. You are expected to correctly cite and reference the works of others. The Centre for
Academic Writing provides documents to help you get this right. If you are unsure, please
Moodle includes a plagiarism detection system and assessors are experienced enough to
recognise plagiarism when it occurs. Copying another student’s work, using previous work of
your own or copying large sections from a book or the internet are examples of plagiarism and
carry serious consequences. Please familiarise yourself with the CU Harvard Reference
Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought.
Again, if you are unsure, please contact the Centre for Academic Writing, your Academic
Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you by DATE. Marks and feedback will be
provided online. As always, marks will have been internally moderated only, and will therefore
be provisional; your mark will be formally agreed later in the year once the external examiner
has completed his/her review.
Marking and Assessment Scheme
In order to secure a mark in this range, a candidate must submit an outstanding answer that could
hardly be bettered. In addition to the criteria identified below for a mark between 70-85%, an answer
scoring a mark of 85-100% would show an excellent level of understanding and critical/analytic skills
and originality. For example, such an answer would include new insights into e-commerce, e-business,
and digital business which are not drawn from the literature but from the student’s own critical
thinking, and which add something to the existing literature.
An essay in this range will demonstrate a strong understanding of theories, concepts and issues relating
to e-commerce, e-business, and digital business. There will be evidence of wide-ranging reading from
a variety of valid sources (as described and presented in the marking criteria for 60-69%).
The assignment must be written in a clear, well-structured way with a coherent and seamless flow and
show evidence of independent, critical thought. It must show extensive relevant reading on the subject
and intelligent use of the material to present a well-balanced and well-argued assignment. For example,
the student will have considered a range of relevant issues and be able to assess the strength and
weaknesses of various approaches/arguments and put forward a confident and articulate view of their
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An essay in this mark range will demonstrate a good understanding of the requirements of the
assignment and of theories, concepts and issues relating to e-commerce, e-business, and digital
business. An assignment in this percentage range will include a balanced discussion of issues central
to the question, how these are addressed by different authors or sources and some critical thinking into
their relative merits or shortcomings.
The answer will be contain few errors and little, if any, irrelevant material. It will show evidence of
reading from a variety of sources (i.e. more than 3 or 4) but not so many sources that the discussion
loses focus and becomes unclear or irrelevant. All sources should be of some academic merit (e.g.
books, journals, reports, media publications). Unreferenced material from non-credible internet
sources MUST be avoided.
All sources must be included and properly referenced in the references. The assignment will be wellorganised and clearly written/presented overall.
The answer will demonstrate some reasonable understanding of relevant theories, concepts and issues
relating to e-commerce, e-business, and digital business but also some minor errors of fact or
The assignment will not be based on an extensive range of sources (for example few references are
included), or much evidence that they have been read closely or well-understood. For example, the
assignment will retell sources rather than analyse them.
The assignment may be quite general in part. Some errors may be present and some irrelevant material
may be included.
The essay may not be particularly well-structured, and/or clearly presented and contain some spelling
mistakes and grammatical errors. A few sentences may be unclear.
A mark within this percentage range will be given to an essay which:
– shows some limited basic understanding of the subject but is incomplete. For example, if it
answers one part of a question but not the rest.
– makes only very general statements
– includes some factual errors or misunderstandings e.g. confusion between different companies or
misuse of certain key terms.
– shows limited use of material with limited reading/research on the topic and includes only a very
small number of references, not all of which are included in the references
– includes spelling mistakes, is poorly structured with no clear argument and grammar mistakes
making it difficult to understand.
– includes some irrelevant material.
A mark within this percentage range will be given to an assignment which:
– includes only a limited amount of relevant material.
– shows little evidence of reading/research on the topic. For example, the essay includes only very
few references, and relies only on material or case studies used during the course.
– shows only a very basic understanding of the subject.
– is poorly presented with bad grammar, some spelling mistakes and an incomplete reference list.
– has a poor structure and does not flow e.g. if there is no conclusion or new facts are introduced in
the conclusion rather than introduction or main discussion.
– contains some fundamental errors.
A poor fail on this assignment means the assignment submitted:
– is poor and suggests that the student has spent very little time on it e.g. if the answer is
considerably under the word requirement and/or presented in note form rather than as a fully
written up essay.
– bears little relation to the assignment topic.
– shows a poor understanding of theories, concepts and issues relating to e-commerce, e-business,
and digital business and to the learning outcomes detailed in this document.
– contains some or many fundamental errors and misunderstandings of the academic or other
material used. For example many of the facts cited are incorrect.
– uses literature or other material which is largely irrelevant or has no academic value
– is poorly structured and poorly presented. For example, sentences may be hard to understand and
contain many spelling or grammatical mistakes.
– contains no references.
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0 – 19%
Work within this mark range shows a complete failure to meet the requirements of the assignment. A
mark in this range will be given for an essay which:
– is below 500 words in length.
– bears no link to the question chosen and shows very little or no knowledge or understanding of
any of the theories, concepts and issues relating to e-commerce, e-business, and digital business.
The answer may be fundamentally wrong or trivial.
– contains no references and/or evidence of relevant reading.
– shows little understanding of the requirements of the assignment and only a vague knowledge of
the subject area.
– includes numerous fundamental errors in the understanding or presentation of the material
discussed. There is a general lack of facts/evidence and what is provided is mostly incorrect and/or
– is poorly structured and poorly presented. Spelling and grammar are poor. Many sentences are
– the examiners do not feel could be described as a serious attempt by any reasonable standards.