Section 1: Three SMART Objectives, Three DIGITAL Strategies and
Three Marketing Metrics
85 marks
How relevant and meaningful the proposed THREE SMART objectives
are for the chosen organisation (they need to be on targets such as
customer acquisition, retention, development, satisfaction,
engagement and experience)
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How relevant and meaningful the proposed THREE DIGITAL strategies
are for the chosen organisation
5 marks
How relevant and meaningful the proposed THREE MARKETING
METRICS are for the chosen objectives/strategies
5 marks
Whether the proposed objectives and strategies are justified well with
screenshots from the chosen organisation, market trends, evolving
consumer behaviour and so on
20 marks
Whether the proposed metrics are justified well with references to the
chosen objectives, strategies
20 marks
Whether the discussion for each metric is well-developed showing
critical thinking skills (which means looking for the strengths and
weakness for the chosen THREE metrics)
10 marks
Whether the discussion in Section 1 is supported well with credible
academic and practitioner literature
20 marks
Section 2: Conclusion 10 marks
How well the Conclusion:
10 marks
• is informed by the discussion in Section 1
• highlights how your company can benefit from digital CRM
Presentation: Presentation, Structure, Referencing and Professionalism
(including language and grammar)
5 marks
MARK3014 Coursework 1 Brief – February 2023 Page 1 of 1
MARK3014 Coursework 2 Marking Breakdown
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