DIGITAL BUSINESS Make-up Task brief & rubrics
Task: Case-Situation Analysis.
Individual assignment.
Students will explore the raise, fall and final stabilizations of the platform businesses UBER and LIFT.
Identify and critically evaluate the main digital platform aspects UBER and LIFT and how do they work.
Develop and comment on UBER and LIFT marketing strategy to gather new passengers.
Analyze some of the operational, financial, and legal problems that UBER and LIFT have faced in some countries.
Use recent articles to conclude if these services pose a threat to the TAXI industry and/or if they will overtake it completely in the near future.
The student must structure arguments, facts and figures coherently to support the statements made for each element of the topic. The student is also encouraged to use critical thinking approach at all times. To this end, please make use of a wide variety of academic sources such as EBSCO or Google Schoolar – two of the biggest repositories of academic sources that you may use in your document.
Submission: Friday, 30 of September 2022, at 23:59 CEST.
Weight:
Formalities:
Wordcount: 2000 – 2500 words.
Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
Font: Arial 12,5 pts.
Text alignment: Justified.
The in-text References and the Bibliography have to be in Harvard’s citation style.
It assesses the following learning outcomes:
Examine and evaluate key digital marketing concepts of delivering benefits to customers
Evaluate the limits of digital marketing strategies and identify why and when a mix of marketing approaches may be preferred
Formulate the appropriate indicators for data analysis and user analytics to optimize market penetration considering the company’s sales strategy
Rubrics
Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69
Knowledge & Understanding (20%) Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student understands the task and provides minimum theory and/or some use of vocabulary. Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Analysis
(30%) Student uses the knowledge learnt in class and analyses the given situation, draws relevant insights, and shows exceptional skills to comment and blend ideas. Student uses the knowledge learnt in class and analyses the given situation, draws relevant insights, and shows good skills commenting and blending ideas. Student makes a fair attempt at analysing the different knowledge learnt in class, albeit some information is missing. Any insights drawn may be limited. Student makes an insufficient attempt at analysing the knowledge provided. Insights drawn are very limited without or inexistent.
Application
(30%) Student applies fully relevant knowledge from the topics delivered in class and uses them in the given situation and questions. Student applies mostly relevant knowledge from the topics delivered in class and uses them in the given situation and questions. Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.
Communication (20%) Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck. Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.
