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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: 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. VERSION 1 – 05.12.16 Page 2 of 14 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) VERSION 1 – 05.12.16 Page 3 of 14 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 Range of products and services provided Customer base, for example, B2B/B2C Main competitors 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. VERSION 1 – 05.12.16 Page 4 of 14 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) VERSION 1 – 05.12.16 Page 5 of 14 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. VERSION 1 – 05.12.16 Page 6 of 14 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) VERSION 1 – 05.12.16 Page 7 of 14 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. VERSION 1 – 05.12.16 Page 8 of 14 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) VERSION 1 – 05.12.16 Page 9 of 14 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. VERSION 1 – 05.12.16 Page 10 of 14 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: 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) VERSION 1 – 05.12.16 Page 11 of 14 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. VERSION 1 – 05.12.16 Page 12 of 14 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) VERSION 1 – 05.12.16 Page 13 of 14 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. VERSION 1 – 05.12.16 Page 14 of 14