Digital Marketing. Digital marketing is a 15-credit elective module which sits within the suite of Level 4 modules.

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1 Digital Marketing Digital marketing is a 15-credit elective module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing learners are required to pass both mandatory modules plus one elective module. However, each module can be taken as a standalone module to gain a module award. Aim of the module This module is about appreciating the importance of the ever-evolving, dynamic digital landscape, and understanding how to develop skills to improve digital marketing effectiveness. It provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective digital monitoring and measurement techniques that enable organisations to improve digital marketing effectiveness performance. Module structure The module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio. The assessment will require submission of a work-based portfolio which is broken down into three tasks research, plan and report. The learning outcomes and assessment criteria, along with the indicative content, are detailed in the Digital Marketing module content which follows. Page 1 of 24

2 CIM Level 4 Certificate in Professional Marketing Qualification Specification Please refer to the CIM Level 4 Certificate in Professional Marketing Qualification Specification for all other information relating to the CIM Level 4 Certificate in Professional Marketing including: CIM Professional Marketing Standards The Level 4 qualification structure Who it s for Entry requirements The Modular Pathway Progression Credits and learning hours Modes of study How it s assessed assessment methodology How the assessments are delivered and when How it s graded When are results issued? Module specifications What we mean by command words Transition arrangements Page 2 of 24

3 MODULE CONTENT: DIGITAL MARKETING (elective) Level 4 Credit value: 15 Notional learning time: hours Purpose statement Digital marketing is a constantly evolving and increasingly important discipline within modern marketing. This module will enable you to build essential skills in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities. Assessment Portfolio Module weighting LO 1 weighting 15% LO 2 weighting 15% LO 3 weighting 20% LO 4 weighting 20% LO 5 weighting 15% LO 6 weighting 15% Overarching learning outcomes By the end of this module students should be able to: The digital landscape Understand the opportunities and challenges presented through the disruptive digital environment Assess the impact and influence of the dynamic digital environment Digital toolkit Know how key digital tools can support and enhance marketing Understand the relevance of digital platforms and channels in context Digital in action Develop digital activities to support and enhance multichannel marketing Apply the key principles involved in monitoring and measuring digital marketing effectiveness Page 3 of 24

4 UNIT 1 THE DIGITAL LANDSCAPE Learning outcomes The learner will: Assessment criteria The learner can: Indicative content 1. Understand the opportunities and challenges presented through the disruptive digital environment 1.1 Appraise the scope, innovation and opportunities associated with digital marketing offered by new technologies 1.2 Summarise the benefits of digital marketing and the online vision 1.3 Discuss the integration of online and offline marketing concepts and applications 1.4 Demonstrate the increasing importance of customer focus for effective digital marketing activity Internet of things Location-based marketing Data mapping Big data Crowdsourcing Misalignment of international development Kurzweil s law of accelerating returns Geographic coverage Customer reach Comparative cost 24/7 availability Flexibility Speed of customisation Interactivity Measurability Real-time marketing Apps and co-creation Diminishing attention span Customer experience Immersive social TV experience Dual screening and multitasking Acquisition, retention and loyalty Word of mouth in the world of social networks Corporate trolling Identify target markets Research customer needs Develop mix for target audiences Customer journey Page 4 of 24

5 2. Assess the impact and influence of the dynamic digital environment 2.1 State the reasons for the rise in online consumer power 2.2 Demonstrate how the Internet is used as a vehicle for revenue generation 2.3 Assess the changes in online customer behaviour as a result of the dynamic digital environment Reduced search costs and effort Product and price comparisons Power of customer review Online consumer choice and convenience Product choice and availability Disintermediation Immediacy Mobile and electronic commerce Subscriptions and membership Revenue from advertising and pay-per-click Lead generation Merchants Infomediaries Data and CRM Added value created Quality and levels of interaction Convenience and usability (heatmaps) Speed Two-way communication Perception of credibility Brand image and corporate reputation Customer expectations Page 5 of 24

6 UNIT 2: DIGITAL TOOLKIT Learning outcomes The learner will: Assessment criteria The learner can: Indicative content 3. Know how key digital tools can support and enhance marketing 3.1 Identify the role of digital marketing 7 Ps communication within the extended marketing mix Brands 3.2 Identify the digital communications mix Blogs and chat Video sharing Social networks Wikis Podcasts Groups and forums RSS Widgets Photo sites Advertising Gaming and viral marketing 3.3 Describe how digital hardware can be Mobile or handheld devices: effectively coordinated Mobile communication devices and phones Laptops Tablets Wearables Fixed Appliances: Telephones Desktop computers TV and radio Kiosks 3.4 Describe how digital communications tools can be effectively coordinated to enhance Web pages, microsites, blogs, portals, links, , SMS customer experience SEO including international Conversion rate optimisation Online and offline integration Active listening mechanisms Presentation software Integrated branding Page 6 of 24

7 4. Understand the relevance of digital platforms and channels in context 4.1 Describe the process and stages in digital Technology adoption and diffusion adoption Staged consumer adoption process Staged business adoption process Factors influencing speed and extent of adoption 4.2 Appraise platforms and online interchange for Depth and breadth of coverage different contexts Analytics and metrics Collaboration and workflow Engagement Scalability Provider of growth and longevity 4.3 Outline different online transaction contexts B2B B2C C2C C2B G2G G2B G2C B2G C2G 4.4 Explain the application of different automated Automated: and non-automated sales and support activities Natural conversation banners Shopping carts Automated repeat purchase settings Call to action elements Real-time online sales and support: sales campaigns SMS sales campaigns Sales affiliate and sales networks LlivePerson support, integrated live chat Social media sales channels Page 7 of 24

8 UNIT 3: DIGITAL IN ACTION Learning outcomes The learner will: Assessment criteria The learner can: Indicative content 5. Develop digital activities to support and enhance multichannel marketing 5.1 Illustrate the principle actions of digital Read article marketing campaigns Place order Register Request information Make contact 5.2 Demonstrate the advantages and Increased penetration and market reach disadvantages of multichannel marketing Augmented reality Interactive displays Skyscrapers Lingubots Interstitials and superstitials Pop-ups Multitasking Integration with key customer analysis and segmentation data 5.3 Illustrate how online campaigns can offer The application of integrated campaigns marketers more creative, flexible and responsive utilising multiple channels opportunities Viral marketing and gaming Online tracking of customer behaviour 5.4 Recommend a digital marketing plan Plan, reach, act, convert, engage Set objectives Online marketing options: acquisition, retention and/or brand building to enhance customer relationships (CRM) Integration with offline plan Page 8 of 24

9 6. Apply the key principles involved in monitoring and measuring digital marketing effectiveness 6.1 State the purpose of measurement for digital campaigns 6.2 Demonstrate an understanding of the application of the procedures used for measuring digital campaigns 6.3 Recommend performance measures using online metrics to determine performance against objectives 6.4 Explain the populations measured in digital campaigns Measuring: Marketing productivity Marketing mix decisions ROMI Customer satisfaction and involvement Market share and forecast demand Identifying improvements Primary and secondary data Onsite (log files and tagging) Offsite (panels, VOC) Usability studies Tracking studies Conversion funnels Reports, presentations and dashboards Key performance indicators (KPIs) Big data Social analytics Listening tools ROI and LTV Response rates Campaign reviews Key performance indicators for continuous improvement Customer analysis Online buyer and search behaviour Online survey methods to capture data and enrich customer insights Affiliate networks Social networks Customers and non-customers Visitors Page 9 of 24

10 Sample assessment material The following sample assessment material for Digital Marketing has been produced to provide a true reflection of the live assessments and should be used as a guide and study aid when preparing for the live assessment. Page 10 of 24

11 CIM Level 4 Certificate in Professional Marketing Digital Marketing Sample assessment Portfolio The assessment comprises SIX compulsory tasks. Task 1 is worth 5 marks. Task 2 is worth 25 marks. Task 3 is worth 15 marks. Task 4 is worth 25 marks. Task 5 is worth 20 marks. Task 6 is worth 10 marks for presentation of information. Candidate guidance: Answer all tasks The available marks are shown alongside each part of the task 10 marks are available for overall format and presentation of information Read all tasks carefully before attempting them Page 11 of 24

12 Scenario: In in your role within the marketing function of an organisation of your choice, your manager has asked you to assess the appropriateness of various digital marketing activities in regards to relationship marketing for your different customer segments. You have been asked to keep a blog as evidence of digital marketing activity trialled and the outcomes of this. As part of this activity you have been asked to engage as a consumer with three organisations via digital media to see how effective other companies are at engaging and building/maintaining relationships with customers and how this digital marketing activity relates/integrates with more traditional media and other elements of the traditional marketing mix. Page 12 of 24

13 TASK 1 Please refer to the module specification for assessment criteria details. Required: Record a two-minute video to explain your chosen organisation s background including products and services, the target markets, market share and describe your role in the organisation. The video clip should be posted onto an appropriate site such as YouTube or DailyMotion. This will be embedded within your blog (see Task 6). (5 marks) Page 13 of 24

14 TASK 2 Assessment criteria covered in Task 2: AC1.1, AC1.2, AC1.3, AC1.4, AC3.1, AC3.2, AC3.3, AC3.4 Please refer to the module specification for assessment criteria details. Required: Create content using FIVE different digital marketing activities for engaging and building relationships with a target market appropriate for your chosen organisation. The choice of digital activity is open, however, you must demonstrate the use of at least THREE different digital channels across the activities, including, but not limited to: - websites - social media - search engine marketing - - CRM The activities need to be appropriate for the target audience and the message being delivered for building and/or maintaining relationships with that audience. You will demonstrate how each digital marketing activity is integrated with other media (including traditional marketing media) within the organisation in order to create an integrated approach to relationship marketing. These FIVE digital marketing activities will be evidenced within your blog (see Task 6). (5 marks per task) (Total - 25 marks) Page 14 of 24

15 TASK 3 Assessment criteria covered in Task 3: AC2.3, AC4.1, AC4.3, AC5.1, AC5.2, AC5.2, AC5.3 Please refer to the module specification for assessment criteria details. Required: In the role of a consumer, engage with THREE different organisations (from different industries) using THREE different digital marketing channels (one per organisation). The choice of digital channel is open but must allow two-way communications (dialogue) with the organisation. These organisations should be ones that you are familiar with and use on a regular basis (an example could be your bank, your local supermarket and a fashion brand you are passionate about). When engaging with these organisations reflect how they engage and encourage you to be more active with them. Assess how they respond and build conversation with you (choice of media is up to the student). Finally, compare and contrast the different approaches taken by the three organisations. The evidence collected will be presented in the blog (see Task 6) and used within your presentation (see Task 4). (5 marks per task) (Total 15 marks) Page 15 of 24

16 TASK 4 Assessment criteria covered in Task 4: AC2.1, AC2.2, AC2.3, AC3.3, AC3.4, AC4.1, AC4.2, AC4.3, AC4.4 Please refer to the module specification for assessment criteria details. Required: Create a presentation for the senior management (eg PowerPoint or similar tool with speaker notes) of up to 12 slides. Compare and contrast the approach taken by the three organisations in Task 3. Assess and evaluate what worked well and which activities were less successful for you and justify why. Explain how these approaches may lead to more sales and longer relationships for the organisations involved from your own personal experience. Justify how these organisations have improved or lessened your loyalty based on the recent communications/digital marketing activity in Task 3. Explain whether consumer behaviour has had an impact on the approach taken by these businesses. Evaluate how well the digital marketing activity integrates with the traditional and offline marketing activities of the organisation in regards to building and maintaining customer relationships. Explain how the tools used by the three organisations could be applied to your own organisation. Embed this presentation within your reflective blog (see Task 6). (25 marks) Page 16 of 24

17 TASK 5 Assessment criteria covered in Task 5: AC4.3, AC4.4, AC5.1, AC5.2, AC6.1, AC6.2, AC6.3 Please refer to the module specification for assessment criteria details. Required: Your manager has asked you to create a mind map in which you are required to explore how your organisation can utilise different platforms and media for different contexts, for example, to create more sales, to build relationships. Use the mind map to present the principle actions and elements required, using appropriate platforms and media, for conducting a digital marketing plan and measuring the performance of the digital marketing plan. This mind map is to be included within your reflective blog (see Task 6). (20 marks) Page 17 of 24

18 TASK 6 Assessment criteria covered in Task 6: AC4.3, AC4.4, AC5.1, AC5.2, AC6.1, AC6.2, AC6.3 Please refer to the module specification for assessment criteria details. Required: Create and develop a reflective blog using a suitable platform such as WordPress or Blogger. During the blogging activity the author is required to reflect on their own digital marketing activities, both for their chosen organisation and as a consumer. Assess and evaluate what has been successful and what has not in regards to building and maintaining customer relationships and why. You should compare and contrast your experience as a consumer to that as your approach for your own organisation and the usefulness and appropriateness of each tool/media/activity used. You should indicate your findings from each of the activities undertaken and assess how each of these activities interlink to create/build/maintain a relationship with the audience. You should also consider how the digital marketing activity relates to the traditional and offline media to create an integrated approach. You should make reference and evidence the activity as well as the video (Task 1), the presentation (Task 4) and the mind map (Task 5). The blog should consist of no more than 12 entries (maximum 200 words per entry). (10 marks) Page 18 of 24

19 TASK 1 VIDEO FORMAT TASK 1 MAXIMUM time limit: 2 minutes Guidance notes: Using the portfolio appendix guidelines, provide a background to your chosen organisation. The video must be no more than two minutes in length and must be embedded into the blog. TASK 2 BLOG ENTRY FORMAT TASK 2 MAXIMUM word count: 200 words per blog entry Digital tools activity. Each task should be evidenced in a separate blog entry that covers the five separate tools used. The evidence should include screenshots, links, attachments, etc to demonstrate the activities carried out. This should be reflective in nature. This task should be carried out over a period of five weeks. You need to evidence the activity within the reflective blog including images, screenshots, attachments and feedback from the activities conducted. You are required to use five different digital marketing activities and these are to be appropriate for the organisation and target markets involved. Guidance notes: The choice of digital tool can be considered from, but not limited to: - websites - forums - social media (use a site like to ascertain which social media sites are most relevant for you and your organisation) - pay-per-click or banner advertising - - e-crm - e-newsletters - affiliate marketing - virtual exhibitions - virtual worlds such as Second Life Consider activities already used by the organisation or discuss with the Marketing Director/Manager new tools appropriate to use for this task. As the marketing activity is conducted, evaluate the appropriateness of the tools used for the target market, the response desired if any, the content of the message and how these activities could have been more successful. Consider what worked well and how they could have been improved. This reflective nature of the activity is vital in the blog (Task 6). Page 19 of 24

20 TASK 3 BLOG ENTRY FORMAT TASK 3 MAXIMUM word count: 200 words per blog entry Each task should be evidenced in a separate blog entry that covers the three separate tools used by the student. The evidence should include screenshots, links, attachments, etc to demonstrate the activities carried out. This should be reflective in nature. This task should be carried out over a period of three weeks. You need to evidence the activity within your reflective blog including images, screenshots, attachments and feedback from the activities conducted. You are required to use three different digital marketing tools and these are to be appropriate for organisation and the target markets involved. Guidance notes: You should decide on which tools are most appropriate based on their relationship with the three organisations and the nature of the organisation activities. The choice of digital media/tools is open but must be related to how the organisations are attempting to build and/or maintain relationships with consumers. Tools to consider include but are not limited to: - forums - social media including Facebook, Google+, Twitter - blogs - newsletters - - virtual exhibitions - virtual worlds such as Second Life TASK 4 PRESENTATION FORMAT The blog entries need to be reflective, considering what worked well in engaging, what did not and why this was the case. The blog entries should also assess the messages used and the level of interactivity of the communications. TASK 4 MAXIMUM slide count: 12 slides Presentation (PowerPoint or similar tool with speaker note facility). Guidance notes: The words within the presentation slides do not count towards the word count. Slides should be developed with the internal audience in mind, candidates should, while clearly explaining relevant theories and concepts, avoid jargon and slides containing a great deal of information, they must look professional. The 12 slides do not include a welcome slide or a summary slide, an additional two slides can be used for these making 14 slides in total. The presentation should include images/screenshots of the activities to evidence understanding and knowledge of appropriate digital Page 20 of 24

21 marketing tools. TASK 5 MIND MAP FORMAT The speaker notes should complement the slides. Similarly the speaker notes should all make sense without the slides. Speaker notes should be complete enough for the person delivering the presentation to fully understand what they need to say, but they do not actually need to be a script. An extended bullet point style could be used, but sufficient detail should be included, particularly in relation to descriptions of relevant theory and concepts. Greater detail than appears on the slide is needed. TASK 5 MAXIMUM page count: 1 page Mind map, to be embedded within the blog. Guidance notes: There are many freely available mind mapping software tools (examples include bubble.us and/or mindmeister) which you can use to produce the mind map, or you can use the draw features in Word or PowerPoint (or similar) providing that it can be saved and included within the reflective blog. TASK 6 BLOG FORMAT For the plan, you are free to choose any relevant model such as SOSTAC relevant to the selected organisation to demonstrate the planning stages and campaign tools appropriate to use. TASK 6 MAXIMUM word count: 2400 words Reflective Blog. Guidance notes: Use a blogging tool such as WordPress or Blogger. Make sure you date stamp each blog entry and you embed the required tasks within this blog. ALL TASKS MUST be completed and evidenced within this blog. The blog must be reflective around your own activities as a marketer and as a customer. Page 21 of 24

22 EXPECTED PERFORMANCE/MARKING CRITERIA 50-59% Clearly defined their role, the company and its current position in the marketplace. Evidence of the tasks being created/completed via the blog. Content which would engage with consumers using an appropriate variety of messages and media. Use of three different categories of media. Pass: Evidence of the tasks being created/completed via the blog. Content which would demonstrates engagement with organisations using an appropriate variety of digital marketing tools. Use of three different tools Discussion of the digital marketing activities. Some comparison and justification of what was successful and why. Appropriate presentation format. Clearly defined elements of a digital plan in context to the organisation with measures included % Clearly defined their role, the company and its current position in the marketplace kept in context to digital marketing and to the context of the theme (relationship marketing). Evidence of the tasks being created/completed via the blog. Content which would engage with consumers using an appropriate variety of messages and media. Use of three different categories of media. Student has considered limitations and implications of the approach taken and self-reflected on the work produced with justification for the media used. Merit: Student has evaluated the tools used and assessed how these have had an impact on their perception of and loyalty to the companies in question. Student has compared and contrasted between the different approaches. Detailed discussion in the speaker notes, appropriate use of theory to justify comments and discussion. Evaluation of the approaches taken by the organisation. Demonstration of how to apply the models to the context of the candidate s organisation. Justification of planning approach and measures used based on the tools/tactics proposed, recognition of the importance of objectives. 70%+ Clearly defined their role, the company and its current position in the marketplace with more in-depth discussion using examples to help illustrate points. Distinction: Evidence of the tasks being created/completed via the blog. Content which would engage with consumers using an appropriate variety of messages and media. Use of three different categories of media. Clear recommendations made for future approaches for the organisation based on findings and learning. Page 22 of 24

23 Student has evaluated the tools used and assessed how these have had an impact on their perception of and loyalty to the companies in question. Student has compared and contrasted between the different approaches. Student has also made links to theory to help justify discussion and to add depth to answer. Thorough evaluation of the use of the communication tools by the organisations with recommendations of how they could be adapted for adoption by your organisation. Justification of planning approach and measures used based on the tools/tactics proposed, recognition of the importance of objectives with consideration of contingency and elements such as integration with traditional marketing plans and activities. OVERALL FORMAT AND PRESENTATION OF INFORMATION Marks: 10 EXPECTED PERFORMANCE/MARKING CRITERIA Pass: 50-59% A detailed blog that has attempted all elements required including referencing with appropriate format and presentation of information. Merit: 60-69% A detailed blog that has attempted all elements required including referencing with appropriate format and presentation of information with evidence of wider reading to help justify and to build discussion. Distinction: 70%+ A detailed blog that has attempted all elements required including referencing with appropriate format and presentation of information with evidence of wider reading to help justify and to build discussion in a thoroughly professional manner. Excellent presentation throughout. Page 23 of 24

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