Download CIM Level 4 Certificate in Professional Marketing

CIM Level 4 Certificate in Professional
Marketing
Digital Marketing (2103)
July 2017
Assignment
The assignment comprises SIX compulsory tasks
Task 1 is worth 5 marks
Task 2 is worth 18 marks
Task 3 is worth 18 marks
Task 4 is worth 17 marks
Task 5 is worth 30 marks
Task 6 is worth 12 marks
Total marks available – 100
Candidate guidance:
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Answer all tasks
The available marks are shown alongside each part of the task
Read all tasks carefully before attempting them
Refer to the CIM Digital Submission Guide
© The Chartered Institute of Marketing 2016
VERSION 1 – 05.12.16
Digital Marketing (2103) – July 2017
Scenario: Customer value and revenue generation
For most organisations, digital marketing techniques are now critical for interacting with
the market and customers. Whilst the digital environment impacts all organisations, how
marketers respond and apply techniques plays a key role both in adding value for
customers and supporting organisational goals.
In your role within the marketing function of an organisation of your choice, you have
been given a number of tasks where you are required to explore both the theory and
practical application of digital marketing. In particular, you should focus on the integrated
application of digital marketing techniques to enhance customer value whilst also
maximising revenue-generating opportunities for the organisation.
Guidance notes:
This assignment consists of SIX tasks which are all based on the theme of digital
marketing and contextualised within your chosen organisation.
FIVE marks will be awarded for the organisation summary podcast, which will form part
of your assignment, using the headings supplied as guidance. The organisation summary
is important as it will give the examiner an understanding of the context in which the
tasks have been answered.
It is good practice to acknowledge all sources/methodologies/applications using the
Harvard referencing system.
Good Practice Guidelines for Assignment Production
The recommended page/word count limit for this assignment has been set by the
examiners as being suitable for candidates to produce a concise, professional document
that covers all of the assessment criteria covered by the brief. Submissions that exceed
the recommended page count limit are likely to contain irrelevant material that
can restrict the emphasis on key points relevant to the brief/task. Equally, submissions
that are below the recommended page count limit are unlikely to contain sufficient detail.
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Digital Marketing (2103) – July 2017
TASK 1 – PODCAST
Assessment criteria covered in Task 1:
AC1.4
Please refer to the module specification for assessment criteria details.
Required:
Using the organisation summary podcast guidelines, produce a podcast that provides a
background to your chosen organisation. Follow the guidelines provided but additionally
include a short section summarising how the organisation currently uses digital marketing
techniques to provide value to customers in an attempt to improve retention rates.
(Total – 5 marks)
(Recommended time limit – 5 minutes)
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Digital Marketing (2103) – July 2017
TASK 1 – PODCAST
Recommended time limit: 5 minutes
ORGANISATION SUMMARY GUIDELINES
A podcast can be produced using free software such as Microsoft® Sounds
Recorder, Audacity® or Garageband®. The recording must be the
candidate’s own work and not a professional advertisement.
The following information must be included:
Guidance
notes:

Organisation name

Type of organisation, for example, profit or not-for-profit, local,
national, global, and type of legal entity

Size of organisation in terms of turnover and/or number of employees
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Range of products and services provided
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Customer base, for example, B2B/B2C
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Main competitors
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Brief summary of current use of digital technologies for marketing

Summary of how the organisation currently uses digital marketing
techniques to provide value to customers and improve retention
rates
Other information relevant to the assignment may be included, within the
podcast time limit, to assist the examiner in understanding the organisation.
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Digital Marketing (2103) – July 2017
TASK 2 – INTERNAL BRIEFING PAPER
Assessment criteria covered in Task 2:
AC1.2, AC2.2, AC2.3
Please refer to the module specification for assessment criteria details.
Required:
You are required to prepare an internal briefing paper as part of a bid by your Marketing
Manager for increased budget to support digital marketing activities. Your internal briefing
paper must address the following.
(a)
Discuss TWO benefits for the chosen organisation of using digital
marketing techniques.
(6 marks)
(b)
Explain TWO changes in online customer behaviour as a result of the
dynamic digital environment.
(6 marks)
(c)
Explain how the internet could be used by the organisation as a
vehicle for revenue generation, in order to justify the request for
additional budget.
(6 marks)
(Total – 18 marks)
(Recommended word count limit – 600 words)
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Digital Marketing (2103) – July 2017
TASK 2 – INTERNAL BRIEFING PAPER
Recommended word count limit – 600 words
This is an internal briefing paper. Candidates are recommended to use up to
200 words for each sub-task, so it is important that the content remains
firmly focused on addressing the task set. As with the previous task, whilst
this is for internal use, candidates must ensure that any sources used are
referenced correctly. All three parts to this task should support the request
for increased marketing budget.
In Task 2 (a), candidates should discuss TWO benefits for the chosen
organisation of using digital marketing techniques. Candidates should note,
these benefits should be sufficiently compelling to support the budget bid.
Examples of relevant benefits could be cost, reach, 24/7 access, flexibility
and measurability. It is important that any examples are related clearly to
the organisation.
Guidance
notes:
In Task 2 (b), candidates are required to provide evidence of TWO changes
in online customer behaviour as a result of the dynamic digital environment.
Again, the changes in behaviour that are identified should provide support
for the case for increased budget. Use of relevant examples will enhance the
answer and candidates could consider the quality and level of customer
interaction, brand allegiances and changing customer expectations.
In Task 2 (c), candidates’ have an opportunity to explain how the internet
can be used for revenue generation, again as a means of supporting the
request for increased marketing budget. It is suggested using two or three
methods which are explained in more detail will be far more efficient than
providing an unsupported list of ten, for example. Explanations could refer to
but not limited to, online sales, mobile (mcommerce), and advertising
revenue. It is important that the methods are relevant to the organisation.
In all of the answers, candidates should ensure that the content relates to
the chosen organisation and addresses the task set. Candidates must also
use relevant theory, tools, models, etc to demonstrate that they understand
the key principles. Candidates should ensure these are correctly referenced.
It is good practice to acknowledge all sources/methodologies/applications
using the Harvard referencing system.
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Digital Marketing (2103) – July 2017
TASK 3 – PRESENTATION
Assessment criteria covered in Task 3:
AC3.1, AC3.3, AC3.4
Please refer to the module specification for assessment criteria details.
Required:
You are required to prepare a presentation for colleagues within the marketing
department, encouraging them to focus on using digital marketing to create customer
value. The presentation should address the following.
(a)
Explain how the organisation could take a digital approach to the
people, physical evidence and process elements of the extended
marketing mix to create customer value.
(6 marks)
(b)
Assess the main challenges for the organisation in the co-ordination
of digital hardware to enhance customer value.
(6 marks)
(c)
Describe how the organisation applies and co-ordinates digital
communications tools, such as microsites, blogs and SEO, to enhance
the customer experience.
(6 marks)
(Total – 18 marks)
(Recommended slide count limit – six slides)
(Recommended word count limit for speaker notes – 100 words per slide)
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Digital Marketing (2103) – July 2017
TASK 3 – PRESENTATION
Recommended slide count limit – six slides
Recommended word count limit for speaker notes – 100 words per slide
Candidates should remember that the presentation is for an internal
audience. Candidates are required to prepare slides and speaker notes. It is
recommended that candidates use two slides and 200 words of speaker
notes for each sub-task. Whilst this is an internal presentation, it is good
practice to acknowledge all sources/methodologies/applications using the
Harvard referencing system.
In Task 3 (a), candidates must focus on the people, process and physical
evidence elements of the marketing mix, stating for each how the
organisation applies/supports it in a digital context. Candidates should note
that their answer must be in the context of the application of techniques to
create value for the customer.
Guidance
notes:
In Task 3 (b), candidates’ focus should be on the challenges for the
organisation in co-ordinating the use of digital hardware. This could be from
both internal and external perspectives, eg, the hardware used by the
organisation and the hardware used by customers. For example, the use of
an increasing range of mobile and handheld devices. It is recommended that
candidates assess between TWO or THREE challenges.
In Task 3 (c), candidates should describe how the organisation uses a range
of tools. Microsites, blogs and SEO are mentioned in the task, e-mail, SMS,
webpages and other tools may also be relevant. Candidates should
remember the emphasis is on describing the co-ordination of these tools,
and on their use to enhance the customer experience.
In all of the answers, candidates should ensure that the content relates to
the chosen organisation and addresses the task set. Candidates must also
use relevant theory, tools, models, etc to demonstrate that they understand
the key principles. It is good practice to acknowledge these using the
Harvard referencing system.
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Digital Marketing (2103) – July 2017
TASK 4 – REPORT
Assessment criteria covered in Task 4:
AC4.1, AC4.2, AC4.3
Please refer to the module specification for assessment criteria details.
Required:
Your Marketing Manager has asked you to prepare a report which considers the
implications of the changing digital landscape on: customers, the organisation and the
market in general.
(a)
Discuss THREE factors that may influence the speed and extent of
digital adoption amongst the organisation’s key customers.
(6 marks)
(b)
Identify THREE criteria for the organisation when implementing
platforms and channels for digital marketing.
(6 marks)
(c)
Compare these criteria with those faced by an organisation operating
in another sector.
(5 marks)
(Total – 17 marks)
(Recommended word count limit – 600 words)
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Digital Marketing (2103) – July 2017
TASK 4 – REPORT
Recommended word count limit 600 words
Candidates’ answer should be presented as a report for the Marketing
Manager.
In Task 4 (a), candidates must identify/discuss THREE factors. These factors
will be forces of influence on the speed/extent of digital adoption by the
organisation’s customers. Candidates can state at the beginning of their
answer which customer segment or types of customers their answer relates
to. Candidates should provide supporting detail, and use examples to help
support their answer.
Guidance
notes:
In Task 4 (b), candidates should identify THREE relevant criteria. These
could include the depth and breadth of coverage, opportunity for
engagement, relevant metrics, scalability and perceived suitability for the
organisation’s market. Use of examples are likely to enhance the answer.
In Task 4 (c), candidates are required to identify an organisation in another
sector. For example, if the organisation is a profit-making private sector
business, candidates may like to undertake a comparison with a charity.
Candidates should consider how the criteria that have been identified in Task
4 (b) also apply, or not, to the organisation being compared. Candidates
should ensure they provide reasons for why they think the criteria are the
same or different.
In all of the answers, candidates should ensure that the content relates to
the chosen organisation and addresses the task set. Candidates must also
use relevant theory, tools, models, etc to demonstrate that they understand
the key principles. Candidates should ensure these are correctly referenced,
it is good practice to acknowledge these using the Harvard referencing
system.
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Digital Marketing (2103) – July 2017
TASK 5 – DIGITAL MARKETING PLAN
Assessment criteria covered in Task 5:
AC3.1, AC3.2, AC5.1, AC5.3, AC5.4, AC6.3
Please refer to the module specification for assessment criteria details.
Required:
Create a digital marketing plan for a three-month campaign, following a recognised
format, to support revenue generation within a customer segment of your choice (which
you must state clearly within your plan).
Your plan must include:
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clearly stated objectives (at least two)
an appropriate and justified digital marketing mix
a short section explaining how effective integration will be achieved across the mix
you have proposed
a clear and credible budget and implementation plan
key performance measures.
(Total – 30 marks)
(Recommended word count limit – 1,200 words)
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Digital Marketing (2103) – July 2017 V4
TASK 5 – DIGITAL MARKETING PLAN
Recommended word count limit – 1,200 words
The chosen customer segment must be clearly defined and its characteristics
set out within the plan. The emphasis of the plan is on revenue generation
from within this customer segment.
A conventional marketing planning structure (ie, one using a format that
would be widely recognised by the marketing community) should be
adopted.
All elements of the plan should be presented, including
monitoring/measurement.
Guidance
notes:
The plan should be credible, ie, it should represent an actual plan which
could be potentially implemented by the organisation. Candidates should
take note of the recommended word count limit.
Candidates should provide some justification for the digital marketing mix
they have proposed. In addition, candidates should include a section within
the plan explaining how they will achieve integration across the marketing
mix.
Candidates should ensure that the content relates to their chosen
organisation and addresses the task set. Candidates must also use relevant
theory, tools, models, etc to demonstrate that they understand the key
principles. Candidates should ensure these are correctly referenced, it is
good practice to acknowledge these using the Harvard referencing system.
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Digital Marketing (2103) – July 2017
TASK 6 – BLOG ARTICLE
Assessment criteria covered in Task 6:
AC6.1, AC6.2
Please refer to the module specification for assessment criteria details.
Required:
You have been asked to write TWO short blog articles for publication, based on your
chosen organisation, to support a drive to improve awareness of the importance of
monitoring and measuring the effectiveness of digital marketing activities.
Write TWO short blog articles that:
(a)
Summarise the role of online data sources in measuring the
effectiveness of the organisation’s digital campaigns.
(6 marks)
(b)
Outline how the measurement of digital campaigns can be useful in
validating the organisation’s marketing mix (4Ps) decisions.
(6 marks)
(Total – 12 marks)
(Recommended word count limit – 200 words per blog article)
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Digital Marketing (2103) – July 2017
TASK 6 – BLOG ARTICLE
Recommended word count limit – 200 words per blog article
The answer should be in the form of TWO short blog articles with a
recommended word count limit of 200 words each. Whilst the articles are
based on the chosen organisation, it should be intended to be read by a
wider audience.
Guidance
notes:
In Task 6 (a), candidates should summarise the role of types of data sources
used. Such as primary and secondary data, data in performance dashboards,
conversion data, social analytics and other KPIs which could be considered.
In Task 6 (b), candidates should outline how the measurement of digital
campaigns can be useful in validating the marketing mix (4Ps) decisions.
Candidates can outline where digital measures could highlight successful or
unsuccessful elements of the mix in the drive to improve future digital
marketing campaigns.
Candidates should ensure any wider reading sources which may be referred
to in their answer are referenced correctly.
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