CT110-3-3-BSMA Individual Assignment Page 1 of 5
Test Specification Table
CLO1 Examine the key concepts of behavioral science and marketing Final Exam
analytics in digital marketing (C4, PLO2)
CLO2 Demonstrate the marketing analytics using analytic metrics (A3, Individual
PLO6) Assignment
CLO3 Adopt marketing analytic process, tools and techniques in digital Individual
marketing (A3, PLO10) Assignment
Individual Assignment (60%):
Question Vs Taxonomy
Question Affective Level
No. Topic 1 2 3 4 5 6 PLO
SQ SQ SQ SQ SQ SQ
Evaluation and Application of
Analytics
1 Metrics and Recommendation on 50% 6
Improving
Analytics Solutions
Digital Marketing Strategy and
2 Marketing 50% 10
Funnel
Total 100%
CONTINUOUS ASSESSMENT: INDIVIDUAL ASSIGNMENT
Total contribution: 60%
Handout Date: Week 4
Due Date : Week 12
This individual assignment is aligned with digital and entrepreneurial skills. Therefore, students
should be able to demonstrate the application of marketing analytics in this report. Also,
students should present an entrepreneurial mindset and skills. Students are encouraged to use
SimilarWeb and Google Analytics for this assignment. The expected length should be 2500
words.
Level 3 Asia Pacific University of Technology and Innovation 202206
CT110-3-3-BSMA Individual Assignment Page 2 of 5
PART A: Consumer Behaviour and Digital Marketing Funnel
The section involves investigating and researching in the area of Behavioural Science and
Market Analytics. You are required to select any organisation from a specific industry, e.g.:
Education, Health, Aviation, IT and Technology, Manufacturing, Travel, Insurance and
Real-Estate.
1. Provide a brief background of your chosen organisation and discuss in detail, the digital
customer behaviour of its customers (i.e., describe their strategies to understand customer’s
behaviour, buying decision, customer target and the customer paradigm used by the
proposed organisation. You may gather data from customer response/feedback).
(15 marks)
2. Discuss the digital marketing funnel and processes applied by your chosen organisation.
(20 marks)
3. Generate a competitor analysis report using SimilarWeb to critically analyse your chosen
organisation and ONE (1) competitor. You are expected to provide a summary of your
analysis and provide a proper strategy for your chosen organisation to improve their online
marketing and convention rate.
(25 marks)
PART B: Google Analytics
4. Generate TWO (2) reports of Google Merchandise Store to critically analyse each of the
following:
a) Audience: Performance of the website
b) Acquisition: Website Traffics
c) Behaviour: Customer’s Online Behaviour
d) Conversion: E-commerce Tracking
e) Interpretation of findings
(25 marks)
PART C: Citations & Referencing
5. Acknowledgement of sources: citations and the list of references according to APA
Referencing Style (7th Edition).
(15 marks)
Level 3 Asia Pacific University of Technology and Innovation 202206
CT110-3-3-BSMA Individual Assignment Page 3 of 5
Format and Structure
Following is the recommended structure for your assignment:
Cover Page
Executive Summary
Introduction of chosen organisation
Part A
Part B
References
Assignment Requirement
1. The expected length should be 2500 words. You need to include a word count at the end of
the report.
2. All reports must be prepared with a front cover. A protective transparent plastic sheet can be
placed in front of the report to protect the front cover. The front cover should be presented
with the following details:
Name
Intake code
Module Code & Name
Assignment Title
Date Assigned & Date Completed
Format of Writing
You are to use the following format of writing.
- Font type: Times News Roman
- Font size: Heading – 16pts, subheading – 14pts, normal writing – 12pts
- Line spacing: 1.5
- Caption and the source of information are to be given to each diagram, chart, and table
used in your answer.
References and Citations
Level 3 Asia Pacific University of Technology and Innovation 202206
CT110-3-3-BSMA Individual Assignment Page 4 of 5
References and citations are to be written according to the APA Referencing Style (7th
Edition).
Ensure the format you use for writing your citations and references is consistent throughout
the document.
Ensure each citation has its corresponding reference, and each reference has its citation in the
answer.
You should on no account make reference to www.wikipedia.com, www.about.com, or the
likes as sources for your work. These websites can be useful to provide you with the
definitions and general ideas about the concepts within the module, but it is not acceptable in
your academic writing.
Word Count
Words in diagrams, charts, tables, captions, citations and references are not considered in the
word count.
Marking Rubric Weightage Marks
Introduction and Digital Customer
15%
Behaviour
Digital Marketing Funnel 25%
Competitor Analytics Report 20%
Google Merchandise Store Analysis 25%
Citations and Referencing According to
15%
APA Referencing Style (7th Edition)
TOTAL 100%
Level 3 Asia Pacific University of Technology and Innovation 202206
CT110-3-3-BSMA Individual Assignment Page 5 of 5
PERFORMANCE EXPECTATION
Marks are awarded based on the following guidelines:
Grade Description of performance level
75% and Good interpretation of question and a comprehensive analysis given.
above Evidence of superior knowledge of module content with clear and
(Distinction) convincing application of concepts. Well illustrated with practical
examples addressing relevant issues with commendable critical appraisal.
Citations must be from between 8 to 10 solid references and interesting
arguments are presented based on selected reference sources. Arguments
are coherent and convincing in implications, based on reflective reading.
Points are supported with valid discussion and good reasoning through a
well-organised manner and well-connected throughout. Shows critical
analysis, understanding, thought and reflection of subject matter.
65% – 74% Sufficient points are raised and valid discussions are provided based on
(Merit) accurate identification of issues. Arguments presented are adequate, based
on selected text and relevant areas demonstrating knowledge of module
content. Implications are relevant but with minor misapprehensions.
Citations are between 5 to 8 solid references. There is sufficient critical
analysis of problem and possible solutions, reflecting understanding of
subject matter but some areas lacking in depth.
50% – 64% Basic requirements fulfilled, reflecting some understanding of issues and
(Pass) possible solutions. Application of concepts is broadly understood.
Recommendations given are based on selected texts. Basic examples are
used to illustrate points. Arguments given are elementary/ general and
discussions may either be unclear or unhelpful in clarifying points.
Assignment quality was reduced either in depth and scope of implications
or suggestions or both. Citations are between 3 to 5 reference sources.
Assignment not arranged in a structured manner. Sentences and reasoning
may have flaws in clarity and meaning.
Below 0-49% No understanding of the subject matter and failure to address the needs of
(Fail) the question. Points are off-topic and are not related to selected text or
required areas. Issues not addressed and not connected to implications or
suggestions. No understanding of theories and concepts taught. Weak or
no referencing of sources. Argument is sometimes trivial, confused or
flawed.
Level 3 Asia Pacific University of Technology and Innovation 202206
