PEC 6003 Marking Scheme Report
Part 1 – Situational analysis and secondary research
A situational analysis, summarising any secondary research conducted. This should show key insights into your target audience, external environment and Scotrail and their competitors, which will shape the rest of your campaign. (30 marks) PEC 6003 Marking Scheme Report.
Feedback
The situational analysis is weak; you should be using frameworks to do the analysis; PESTEL, SWOT, Competitors analysis.
The discussion is weak as you haven’t used enough evidence of background research.
Many in-text citations are missing
It is more descriptive than critical; you mentioned the main competitors of SCPTRAIL; what did you learn from them?
Mark for this section is: 7 /30
Part 2 – Target Markets, Persona and Customer Journey
Identification, description and justification of your choice of target market(s). Include secondary research to aid with this, the development of personas and the customer journey. (15 marks)
Feedback
The discussion in this section is not to the point. You mentioned the importance of understanding the target audience and their main characteristics, without pointing to the target audience of your SCOTRAIL campaign, describing their main characteristics, demographic, psychographic, behaviour, and geographic.
Part 3.1 – Direct and Digital Strategy
Develop a direct and digital strategy, which includes an explanation of your strategy and target marketing, with insight and justification. (25 marks)
The direct and digital strategy should include:
– Campaign objectives, which link to overarching objective provided by Scotrail case. These should be SMART compliant.
– Communication plan (including GANTT chart/ promotional schedule), outlining your proposed usage of and justification for online and offline communications tools.Develop a direct and digital strategy, which includes an explanation of your strategy and target marketing, with insight and justification. (25 marks)
Feedback
The direct and digital marketing strategy is totally off the point. Your discussion is theoretical, however, this assignment asks you to put theory into practice and develop a real campaign for the case study.
Despite that you referred to the importance of developing SMART objectives; your objectives are not SMART, and are not linked to the campaign aim.
You referred to the use of SM, and SEO, what is the SM strategy?
The communication plan is theoretical and not supported with any evidence of background research.
What is your data strategy?
Part 3.2 – Budget for the campaign
A budget breakdown of how and where you plan on spending the budget, along with justification.
Feedback
The budget must be supported with a clear breakdown that explains how the budget will be used to reach the outcome. The breakdown must also be justified and supported with evidence of background research.
Part 4 – Metrics and how measures campaign objectives
An outline of the metrics and relevant tools to explain how you will measure and evaluate the campaign objectives. (10 marks)
Feedback
The metrics highlighted are not really sufficient. You referred to the customers’ feedback, how will you collect it? you mentioned the monitor of customer behaviour, how? What does the average ticket price measure?
Mark for this section is: 2/10
Overall comments:
The report is very weak and not to the point. I would advise you to revisit the assignment brief and make sure you fully understand it before the resit.
Final Mark: 21/100
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