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MODULE ASSESSMENT

MODULE ASSESSMENT
This module will be examined 100% through the medium of coursework. However, a range of
assessment techniques will be utilised:
1. Individual written coursework (75%)
2. Online multiple-choice class test (25%)
1- Individual written coursework (75%)
The individual assignment is designed to encourage students to critically reflect on digital
transformation strategy in a practical context through experiences in an organisation with
which they are familiar.
Assessment Brief:
Either by selecting an organization with which you are familiar, or ONE (1) company from the
list below, critically appraise their digital transformation by:
1. Evaluating how the organization has used digital technology to respond to changes in
its industry environment over time, and discuss the potential ethical, social or
behavioural implications of its decisions, and
2. Identifying and discussing what you consider to be the top 3 future digital
challenges/opportunities for the company.
2- Online multiple-choice class Test (25%)
On completion of the block module, you will be required to take an online test consisting of
25 randomised questions covering the topics in Revision 1 and 2 and 3 along with the class
discussions. This test will represent 25% of your overall module mark and must be completed
in 45 minutes. A test link will become available in Week 12 (your class time) and your lecturer
will provide you with a Password. You need to bring your own computer, please let your
lecturer know if you need to be provided with a laptop. If you have any disability or learning
Digital Transformation
Assignment
Semester 3, August 22
difficulties and you need extra time or doing the test separate from your group, you need to
inform the module leader and your lecturer in advanced.
You have one attempt at this test once you start it.
2. Individual written coursework (75%)
The individual assignment is designed to encourage students to critically reflect on digital
transformation strategy in a practical context through experiences in an organisation with
which they are familiar.
Assessment Brief:
Either by selecting an organization with which you are familiar, or ONE (1) company from the
list below, critically appraise their digital transformation by:
3. Evaluating how the organization has used digital technology to respond to changes in
its industry environment over time, and discuss the potential ethical, social or
behavioural implications of its decisions, and
4. Identifying and discussing what you consider to be the top 3 future digital
challenges/opportunities for the company.

5. 1. House of Fraser
6. 2. Next
7. 3. HMV
8. 4. TK Maxx
9. 5. Tesco
10. 6. BMW
11. 7. ASOS
12. 8. TUI
9. Zara
10. Domino’s Pizza
11. McDonald’s
12. British Airways
13. The Guardian
14. The Economist
15. Pret a Manger
16. Disney

MARKING CRITERIA:
Please see marking criteria below:

Area of reportDetails% allocated
Layout and PresentationIncluding submission sheet,
Table of contents, page
numbers, use of headings etc.
5%
IntroductionOverview of this report and its
key aims
5%
Organisational overviewOverview of the organisation
selected
5%
Critical Literature reviewCritical literature review into
current thinking on the
concept of digital
transformation/ digital
transformation strategy
20%
development (including any
models that are currently used
in this context) as well as the
ethical, social or behavioural
implications associated with
organisational digitisation
Evaluation of digital
technology use
Evaluate how the organisation
has used digital technology to
respond to changes in its
industry environment over
time, and discuss the potential
ethical, social or behavioural
implications of its decisions
20%
Identify the top 3 future digital
challenges/opportunities
Identify and discuss what you
consider to be the top 3 future
digital
challenges/opportunities for
the company
20%
Conclusions and
recommendations
Based on the above analysis,
present conclusion and
recommendations for future
digital transformation strategy
development in the selected
organisation
10%
Reflective statementPresent a reflective statement
highlighting your learning
experiences from the module
5%
Referencing, spelling and
grammar
Referencing (both in-text and
reference list) compliant with
Harvard approach. Correct
spelling and grammar use
throughout.
10%

All published information relative to the firm that you have used in the preparation of your
assignment should be referenced appropriately.
It is expected that you will use the Internet facilities to obtain:
• Information from the organisation web site which support arguments put forward in
your assignment;
• Company documentation; and
• Academic literature from electronic databases to provide research evidence to support
your arguments.
Your written assignment should be no more than 3000 words and include at least 10
references to the literature in the area. Please use Arial 12-point font, single-spaced and single
sided, A4 and justified. Any references cited must be included in a reference list at the end of
your assignment; the quality of the references will be taken into consideration.
Submission Details:
• TurnItIn Report (uploaded onto Blackboard)
• Sunday 21st August 2022, no later than 23:59 UK time.
Your lecturers are not responsible to reply to your queries on weekends. If you have any
difficulties in submissions, send an email to the module leader (copy your lecture) with
your submission. They will deal with your query on next Monday.
Standard Assessment Guidance
The following guidance is applicable to all coursework items.
1) Marks are awarded for content, quality of discussion and effective use of referencing. To
achieve high marks, students will be expected to demonstrate a familiarity with the wider
literature in the subject area, and not merely an ability to re-produce the lecture notes. Higher
marks will also be awarded to students who provide strong evidence of analysis and critical
evaluation of the various marketing concepts and techniques identified and their application to
real world situations.
2) Work should include references to books and journal articles and other relevant publications,
and should be properly laid out using the Harvard system of referencing as indicated below:
Buzzell R., (1968) ‘Can you standardise multinational marketing’, Harvard Business Review, (Nov-Dec)
46, pp102-113.
Jeannet J.P. and Hennessey H.D., (2004) Global Marketing Strategies. 6th ed. Houghton Mifflin.
More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We encourage
you to avail of the Academic Support via the Library’s Support Service, further details in the Library
Support Services Section.
3) Marks will be deducted for incomplete or inaccurate referencing.
4) Students may make multiple submissions in advance of the due date to receive feedback via
Turnitin on their academic writing style (similarity score) and any potential plagiarism issues. A
similarity score of less than 20% is acceptable.
5) Studiocity: This is an additional tool which you can use to get some initial (independent)
feedback on draft work.
Word Limits: Students must self-declare word counts on the cover page of their assignment and any
other specified measurements related to the assessment. The following penalties are applied for work
exceeding word count or other requirements in relation to the length of a piece of assessed work:
+10% – no penalty
+>10% – 20% – 5% penalty
+>20% – 30% – 10% penalty
+>30% – 40% – 15% penalty
+>40% – 50% – 20% penalty
+>50% – maximum mark of 40%
The deadline for submission of this report is Sunday, 21st August 2022 by 23:59 in MS Word format uploaded
onto BBL Turnitin plagiarism checker.
Please refer to Appendix 1 for Level 7 Grading Criteria.
Opportunities for Feedback
Test marks will be provided immediately on completion of the test. Provisional marks and
feedback for the written report will be provided within 20 working days of submission (per
revised timescales under Ulster University Covid-19 arrangements). Marking will be
completed using the Level 7 Qualitative Assessment Grading Criteria on the next page; faceto-face feedback can be provided but needs to be arranged via appointment.
APPENDIX 1
BMG738 Level 7 Grading Criteria

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