Scenario
The assessment is intended to provide an experiential opportunity for you to
explore and develop a creative and viable digital enterprise idea. You will
need to take into account real-world considerations, be creative, innovative
and develop assets to support your idea.
The assessment requires you to meet the following objectives:
To critically evaluate the digital enterprise environment
To identify a market opportunity
To develop a viable digital business idea
The rationale for this approach is to equip you with the skills and confidence to
explore and develop a viable business idea.
A digital product (e.g. an app), including detailed rationale and
proposition, intended revenue streams with robust evidence and rationale
of intended markets (1500-word report) and the provision of at least five
associated marketing materials/assets to accompany a digital marketing
launch strategy, including a detailed storyboard of the app.
Marking:
Marking is completed using the marking grid provided on page 6. The detailed mark scheme
identifies what percentage each LO contributes to the overall grade, and what percentage
each marking criteria contributes to assessing the stated LO (out of 100%). For this module
LO1 contributes 40% and Learning outcome 2 contribute 60% to the overall grade, and there
are either multiple marking criteria contributing to the grade for each LO:
LO1 LO2
Criterion 1: Full explanation and rationale for the idea and
consideration of sustainability, including evidence of
analysis of the digital business environment (20 marks)
[LO1, LO2]
10% 10%
Criterion 2: Rationale and evidence of research into
proposed markets (10 marks) [LO1]
10%
Criterion 3: Marketing strategy for promoting / launching the
business / idea (10 marks) [LO1, LO2]
5% 5%
Criterion 4: Income, costs and revenue streams, including
projections for the first three years (10 marks) [LO2]
10%
Criterion 5: At least 5 assets as described above (please
note the crowdfunding option must include a video) (40
marks) [LO2]
10% 30%
Criterion 6: Presentation of work (10 marks) [LO1/LO2] 5% 5%
To ensure clarity and transparency about how each of the criteria for each class of grade
can be achieved you should read through the cells on the detailed mark scheme1
. The
marking criteria will be discussed further in class to ensure transparency of the process.
Formative Assessment:
Formative assessment is given through regular feedback designed to help you improve your
work. This form of assessment takes the form of in-class activities and seminar workshops
and does not contribute towards your grade.
1 Please note that we use a 19-point marking scheme (as do the majority of HEI’s) and to avoid
confusion the grades across most have three points: a lower point mark ending in a “2”, a midpoint
mark ending in a “5” and an upper point mark ending in an “8”. The exception to this 3-point scale is
for fail grades and for first class grades (please see detailed mark scheme).
College of Business, Digital Transformation and Enterpreneurshop
Assessment Brief: Digital Enterprise (MKT6053)
2023-2024
7
Penalties for late submission
At time of publication the rules regarding late submission of work are:
Assessments submitted up to 1 hour after the published deadline will receive no penalty.
Assessments submitted between one and 24 hours after the published deadline will be
reduced by 5% of the actual mark given by the tutor.
Assessments submitted between 24 hours and five working days after the published
deadline will be reduced by 10% of the actual mark given by the tutor.
Work submitted more than five working days after the published deadline will not be
marked and the student will be deemed to have failed an attempt at the assessment.
If a student has a support statement specifying additional time to complete coursework, the
penalties will only apply from the alternative deadline provided by the statement.
Importance of Taking Assessments
It is important that you complete your assessment, otherwise it is classed as a failed attempt
(unless you have made a successful EC claim relating to Extenuating Circumstances).
If you fail any of your modules you will have to re-take it, although there are limits on the
number of times that you can re-take and you may even have to re-study a module you have
failed. Having to re-sit or re-study modules means that your workload will be increased and
you will be putting yourself under more pressure. You may even be liable to incur more fees
if you are required to re-study a module.
The university does appreciate that there are times when you may be unable to take an
assessment due to circumstances outside your control such as illness. If this is the case you
need to make a formal claim for an extension or deferral, as without this you are expected to
submit within the standard guidelines.
No tutor, module leader or course leader can grant any form of extension to the published deadlines – this is done by a separate team within the university to ensure consistency and fairness for all. For full guidance on what constitutes an exceptional circumstance and how to make a claim, please visit the Extenuating Circumstances page on iCity; you can also
contact the Student Support Team for help.
Plagiarism
You are reminded of the University’s Disciplinary Procedures that refer to plagiarism. A
copy of the Disciplinary Procedure is available from iCity. Except where the assessment
of an assignment is group based, the final piece of work that is submitted must be your
own work. Close similarity between assignments is likely to lead to an investigation for
cheating. You must also ensure that you acknowledge all sources you have used.
Submissions that are considered to be the result of collusion or plagiarism will be dealt
with under the University’s Disciplinary Procedures, and the penalty may involve the loss
of academic credits. If you have any doubts about the extent to which you are allowed to
College of Business, Digital Transformation and Enterpreneurshop
Assessment Brief: Digital Enterprise (MKT6053)
2023-2024
8
collaborate with your colleagues, or the conventions for acknowledging the sources you
have used, you should first of all consult module documentation and, if still unclear, your
tutor.
Please note that submissions are run through Turnitin to check for plagiarism, this
includes a ChatGP and AI detection software. If you have a Support Summary that tutors must take account of when marking your work, please check the appropriate box on the coversheet. Contact the Enablement and
Wellbeing team for further advice if required https://icity.bcu.ac.uk/student-affairs/healthand-wellbeing/mental-health-and-wellbeing If there is something outside your control that is affecting your ability to complete an
assessment or has affected your performance in an assessment, then you can make a claim for extenuating circumstances: https://icity.bcu.ac.uk/student-affairs/appeals-andresolutions/extenuating-circumstances-procedure If you are experiencing problems, you should contact Student Affairs staff via
https://icity.bcu.ac.uk/essentials/support Additional information about electronic submission: All work submitted electronically needs to be submitted in accordance with the following
guidelines: Submission means that a correctly formatted electronic copy has been submitted in the correct method via Moodle, by the deadline set. Failure to do so may result in a mark of zero being awarded. Your work must be submitted via Moodle – please refer to the Module Moodle site for
further details on where to upload your work. It is your responsibility to ensure that your work is successfully submitted. You will
receive an email receipt confirming your submission. Please check this and keep it for your reference. Submissions using file formats other than those listed above may affect your work being marked, and the feedback you may receive. The work you submit must not be password protected. You must retain an electronic copy of your work. Failure to produce a copy on request will result in a mark of zero for the assessment task.
College of Business, Digital Transformation and Enterpreneurshop
Assessment Brief: Digital Enterprise (MKT6053)
2023-2024
9
You can use the Turnitin at BCU Moodle page to learn more about software that assists in detecting collusion, AI and plagiarism. On this page you can upload a draft of your work to view a Turnitin Originality Report.
Mark Scheme: This is the marking scheme your tutors will use when marking your assessment.
Criterion* 0-39%
Fail
40-49%
Third
50-59%
2:2
60-69%
2:1
70-79%
First
80-100%
First
Full explanation
and rationale for
the idea and
consideration of
sustainability,
including evidence
of analysis of the
digital business
environment
(20%)
[LO1; LO2]
Poor / weak overview
of the business idea
but limited or no
evidence of research
very limited rationale
and limited or no
consideration given to
sustainability within
the business; limited
or no attempt to
reference.
Weak overview of the
business idea, but
limited evidence of
research into
rationale and limited
consideration given to
sustainability within
the business; weak or
limited referencing.
Reasonable overview
of the business idea,
with evidence of some
research / evidencebased rationale and
some consideration
given to sustainability
within the business;
reasonable attempt at
referencing.
Good overview of the
business idea, with
well researched and
evidence-based
rationale and
consideration given to
sustainability within
the business; good
referencing.
Very good overview
of the business
idea, with well
researched and
evidence-based
rationale and
consideration given
to sustainability
within the business;
excellent
referencing.
Exceptional overview of the business idea, with fully researched and
evidence-based
rationale and detailed consideration given to sustainability within the business; excellent
referencing.
Rationale and
evidence of
research into
proposed markets
(10%)
[LO1]
Very poor insights to
market offered and
limited or no evidence
of research and pen
profile; limited or no
attempt to reference.
Weak insights to
market offered and
limited evidence of
research and pen
profile; weak or
limited referencing.
Reasonable insights to
market offered and
some evidence of
research and pen
profile; reasonable
attempt at referencing.
Good insights to
market offered and
detailed evidence of
research and pen
profile; good
referencing.
Very good insights
to market offered
and detailed
evidence of
research and pen
profile; excellent
referencing.
Exceptional insights to market offered and
detailed evidence of
research and pen profile provided; excellent
referencing.
Marketing strategy
for promoting /
launching the
business / idea
(10%)
[LO1/LO2]
Limited or no
marketing strategy
discussed for
promoting the launch
of the business and
lacks detail or limited
or no evidence of
research to underpin
ideas; limited or no
attempt to reference.
Marketing strategy
discussed for
promoting the launch
of the business but
lacks detail or
evidence of research
to underpin ideas;
weak or limited
referencing.
Reasonably well
considered marketing
strategy discussed for
promoting the launch of
the business;
underpinned by some
research and insights;
reasonable attempt at
referencing.
Good, wellconsidered marketing
strategy discussed for
promoting the launch
of the business;
underpinned by
research and insights;
good referencing.
Very good and
professionally
considered
marketing strategy
discussed for
promoting the
launch of the
business;
underpinned by
research and
insights; excellent
referencing.
Exceptional and
professionally
considered marketing strategy discussed for promoting the launch of the business;
underpinned by detailed research and insights; excellent referencing.
College of Business, Digital Transformation and Enterpreneurshop
Assessment Brief: Digital Enterprise (MKT6053)
2023-2024
11
Income, costs and
revenue streams,
including
projections for the
first three years
(10%)
[LO2]
Poor discussion and
presentation of
income, costs,
potential revenue
streams and
projections for three
years albeit limited in
place, ill-considered;
no evidence of
research.
Some discussion and
presentation of
income, costs,
potential revenue
streams and
projections for three
years albeit lacks any
detailed
consideration; lacks
evidence of research.
Considered discussion
and presentation of
income, costs, potential
revenue streams and
projections for three
years; underpinned by
evidence some of
research, limited in
places.
Good, detailed, and
considered
discussion and
presentation of
income, costs,
potential revenue
streams and
projections for three
years; underpinned
by evidence of
research.
Very good detailed,
credible and wellconsidered
discussion and
presentation of
income, costs,
potential revenue
streams and
projections for three
years; underpinned
by evidence of
research.
Exceptionally detailed, credible and wellconsidered discussion and presentation of
income, costs, potential revenue streams and
projections for three
years; underpinned by evidence of research.
At least 5 assets as
described above
(please note the
crowdfunding
option must include
a video)
(40%)
[LO1/LO2]
Very weak or missing
assets that do not help
to convey the core
idea; limited or no
creativity or
consideration given to
the platforms chosen.
Weak assets that do
not help to convey the
core idea; limited
creativity and
consideration given to
the platforms chosen.
Reasonable assets that
help convey the core
idea; some creativity
and consideration given
to the platforms
chosen.
Good, professional
and credible assets
that help convey the
core idea; creative,
well-considered and
appropriate use of the
platforms chosen.
Very good,
professional and
credible assets that
help convey the
core idea; creative,
well-considered and
appropriate use of
the platforms
chosen.
Exceptional,
professional and
credible assets that help convey the core idea; very creative, wellconsidered and
appropriate use of the platforms chosen.
Presentation of
work
(10%)
[LO1/LO2]
Very weak
communication and
unprofessional
presentation of work;
ideas lack clarity; very
little consideration to
presentation.
A weak or very limited
communication and
presentation of work;
could have gone a lot
further; complete lack
of professionalism,
rushed or ill-thought
through.
Average
communication and
presentation of work;
could have gone
further; lack of
professionalism, rushed
or ill-thought through.
Good communication
and presentation of
work; could have
gone further; lack of
professionalism,
rushed or ill-thought
through.
Very good
communication and
presentation of work
and core ideas;
impressive, thoughtprovoking and
inspires some
confidence.
Highly professional
communication and
presentation of work
and of the core ideas; impressive, thoughtprovoking and inspires confidence.
