CAM Diploma (Level 4)

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1 CAM Diploma (Level 4) 130 Web Analytics and Social Media Monitoring Assignment Brief and Mark Allocation April 2016 Candidates must answer ALL tasks. Business format and presentation is worth 10% of the marks. CAM Regulations: All CAM qualifications are awarded by the CIM Awarding Body and CIM policies and regulations apply to all CAM candidates and Accredited Study Centres. Candidates must ensure that they have current membership and have registered for this assignment by the required deadline. If an assignment is received from a candidate who has not booked by the closing date it will not be marked. Once booked, if candidates later find that they are unable to submit they will need to book and pay again for the next session. Please note that each session has a unique assignment brief. Candidate Declaration: Candidates must adhere to the CAM/CIM policies and guidance and must include the declaration statement on the front cover of the assignment. The Chartered Institute of Marketing 2015 VERSION

2 Guidance notes for candidates and Accredited Study Centres These guidance notes refer to all CIM (Level 7) and CAM assignment briefs. Assignment regulations Candidates must complete the assignment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding the brief, the marking allocation and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must be completed individually. Candidates must include the declaration statement on the front cover of their assignment. Context Candidates must refer to the guidance notes in each specific assignment brief. Confidentiality Candidates using organisational information dealing with sensitive/confidential material or issues, must seek advice and permission from the organisation about its inclusion in an assignment. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates who do not allow CIM permission to use their work for any other purpose may choose to opt out by ticking the box on the assignment/project front sheet. All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a declared conflict of interest. All assignments are stored securely and are shredded confidentially in accordance with the data protection act. Mark allocation The assignment brief includes the mark allocation, together with guidance notes. The guidance notes indicate the types of information and the format required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Mark allocations are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend mark allocations where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation application concept presentation. The weightings of these elements are used to inform grades within a level and differentiate between Page 2 of 12

3 levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level. Relative weightings Concept Application Evaluation Presentation Introductory Certificate in Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing 45% 30% 15% 10% 40% 30% 20% 10% 30% 30% 30% 10% 15% 30% 45% 10% CAM Diplomas 40% 30% 20% 10% Tutor guidance to candidates Candidates are able to ask their tutors to give general feedback on ONE draft of an assignment but are not able to ask a specific question on how to achieve a higher grade. As tutors are not part of the official CIM marking process, they are NOT in a position to indicate possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their completed assignments. Tutors cannot review completed assignments and return these to candidates with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in assignments being sent back unmarked. Word count for April 2016 assignments The total number of words used for the whole assignment must be indicated on the front cover. Pages must be numbered for ease of reference. Candidates must comply with the word count, within a margin of -/+10%. For some tasks a specified number of pages is given as an alternative to the word count. Areas included in the word count are as follows (unless otherwise specified in the individual assignment brief): tables charts diagrams graphs references (information such as specific quotations, author information) headings Areas excluded from the word count are: contents (if used) executive summary (if required or used please refer to specific brief requirements) bibliography appendices. Therefore, if candidates use tables to present their answer in the main body of the text, the words used (or where appropriate, the number of pages) will be counted and the rules relating to word count or number of pages will apply. Page 3 of 16

4 When a task requires candidates to produce presentation slides, with speaker notes, the word count applies to the speaker notes only. Where a task requires candidates to work to a specific format candidates must refer to the specific brief s guidance notes. Where candidates work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee (RAMIC). Presentation Candidates should present their work professionally, using legible tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times New Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point). Candidates must not include their name in any part of the assignment. Guidance on inserting presentation slides into Word documents is available on the CIM Learning Zone. Appendices Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. Marks are not awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature. Referencing and professionalism A professional approach to work is expected. Candidates must: identify and acknowledge ALL sources/methodologies/applications used use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website) express work in plain business English. Marks are not awarded for use of English, but a good standard of English will help candidates to express their understanding more effectively. All work that candidates submit must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audiovisual presentations must be acknowledged. Malpractice and Maladministration Plagiarism and collusion It is a candidate s responsibility to understand what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting CIM policies are available on the CIM Learning Zone. Page 4 of 16

5 Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their own work, copying another candidate s work, quoting work from another source without recognising and disclosing that source, or using agencies that provide assignment writing services will be penalised and their assignment may be declared null and void. In submitting each assignment, candidates need to complete the CIM declaration statement. In doing this the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidate s own. If a tutor has concerns about the authenticity of a candidate s submission, it is highlighted on this form. CIM reserves the right to return assignments if the necessary declaration statements have not been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and processed through plagiarism detection software. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Accredited Study Centre Malpractice Each assessment session CIM Awarding Body investigate potential malpractice and maladministration issues on the part of candidates, Accredited Study Centre staff and any others involved in managing the delivery of qualifications to maintain the integrity of CIM qualifications. Tutors are reminded not to provide candidates with set headings under which they populate their assignment evidence. This constitutes Accredited Study Centre Malpractice. CIM assignments are controlled internal assessments and as such the evidence generated must be the candidate's own work. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM s policy to mark the hard copy assignments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy. Hard copy instructions The assignment must be held together by a treasury tag in the top left hand corner, but not bound or put in a wallet of any kind. Page 5 of 16

6 Electronic copy instructions Candidates must submit an electronic copy of their assignment to their Accredited Study Centre, according to the following guidelines: candidates can only submit ONE file per unit to their Accredited Study Centre file types that are acceptable are:.doc.docm.docx.rtf.pdf the maximum file size per submission is 4mb; candidates should make every effort to reduce the size of the file submitted. Candidates Accredited Study Centres are responsible for submitting an electronic copy of each candidate s assignment to CIM. Final grades Final grades will be sent to candidates within three months of the CIM deadline. Assignment deadlines In order to submit to this session, candidates must register with CIM by the required deadline. Candidates must submit their assignment to their Accredited Study Centre (ASC) by the ASC s deadline, which will be different to CIM s deadline. It is the candidate s responsibility to contact the tutor for the submission deadline. The ASC must submit the candidate s assignment and accompanying paperwork to CIM which must be received no later than the CIM deadline. CIM key dates and detail of the important deadlines that must be met in the assessment cycle are available on the Learning Zone. Page 6 of 16

7 WEB ANALYTICS AND SOCIAL MEDIA MONITORING ANSWER ALL TASKS Business format and presentation Business format and presentation is worth 10 marks overall for this assignment. You will be awarded marks for: relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard Referencing. Task 1 Online research to improve understanding (Assessment Criteria 1.3, 1.4, ) Scenario: As a Marketing Assistant, you have been asked by your Manager to analyse the organisation s current online research activity and recommend potential improvements that will help the organisation understand more about its online customers/users. For a product or service of your chosen organisation, present your findings in a report that: identifies the current populations covered by your research and their appropriateness in the context of your customer base evaluates TWO sampling methods and recommends, with justification, an appropriate sampling method that should be used in the future critically evaluates THREE online research procedures and their appropriateness to the organisation s online customers/users identifies how research results are reported and recommends ways to implement the results within your chosen organisation. (4 marks) (10 marks) (9 marks) (4 marks) (Total 27 marks) Maximum word count words Appendix Provide a brief background to the chosen organisation, its customer base and its product(s)/service(s) offered (two sides of A4 maximum, no marks allocated). Page 7 of 16

8 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Task 1 Online research to improve understanding Mark Allocation Marks Sub-task Available Identification of the current populations covered by the research and their appropriateness in the context of the customer base 4 Evaluation of TWO sampling methods and justified recommendation of an appropriate sampling method that should be used in the future 10 Critical evaluation of THREE online research procedures and their appropriateness to the organisation s online customers/users 9 Identification of how research results are reported and recommendation of ways to implement the results within the chosen organisation 4 Total Mark 27 Page 8 of 16

9 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Task 2 Enhancing customer/user knowledge through web analytics (Assessment Criteria 2.2, 2.3, 2.5, 2.11, 2.12) Scenario: As a Marketing Assistant you have been asked by your Manager to write a report explaining how your current research and knowledge of your online customers/users could be enhanced through the adoption and integration of web analytics into your chosen organisation s reporting and decision making process, to improve overall marketing performance. Create a report that: explains the media covered by web analytics, and how the information gathered could be used to enhance your current online marketing performance explains the role of TWO key web analytics providers, and how they might be used to conduct onsite research into your online customers /users behaviour describes TWO populations that are usefully measured by web analytics explains FOUR website metrics, and how they could enhance your understanding of your online customers/users recommends the selection of ONE web analytics platform/vendor, and outlines a plan as to how it might be implemented. (5 marks) (6 marks) (4 marks) (8 marks) (8 marks) (Total 31 marks) Maximum word count: 1,600 words Appendix Provide a brief background to the chosen organisation, its customer base and its product(s)/service(s) offered, if not previously described (two sides of A4 maximum, no marks allocated). Page 9 of 16

10 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Task 2 Enhancing customer/user knowledge through web analytics Mark Allocation Marks Sub-task Available Explanation of the media covered by web analytics, and how the information gathered could be used to enhance the current online marketing performance 5 Explanation of the role of TWO key web analytics providers, and how they might be used to conduct onsite research into the online customers /users behaviour Description of TWO populations that are usefully measured by web analytics 6 4 Explanation of FOUR website metrics, and how they could enhance the understanding of the online customers/users 8 Recommendations for the selection of ONE web analytics platform/vendor, and an outline of a plan as to how it might be implemented 8 Total Mark 31 Page 10 of 16

11 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Task 3 Enhancing social media through social media monitoring (Assessment Criteria 3.1, 3.2, 3.7, 3.8, 3.9, 3.10) Scenario: As a Marketing Assistant you have been asked by your Manager to prepare a presentation that considers how social media monitoring could improve the organisation s understanding of its social media activity. In the context of your chosen organisation, produce a presentation for your Manager of no more than TEN slides, with speaker notes, that: explains the purpose of social media monitoring within your organisation for TWO populations it seeks to monitor (6 marks) evaluates TWO commercial tools and their effectiveness (6 marks) explains the importance and value of monitoring TWO elements of conversation justifies the application of ONE social monitoring platform/vendor, and identifies the steps involved in implementing it develops a suite of SIX key performance indicators (KPIs) that will measure the performance of your organisation s social media activity. (6 marks) (8 marks) (6 marks) (Total 32 marks) Maximum word count for speaker notes: 1,200 words Maximum number of slides: ten slides Appendix Provide a brief background to the chosen organisation, its customer base and its product(s)/service(s) offered, if not previously described (two sides of A4 maximum, no marks allocated). Page 11 of 16

12 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Task 3 Enhancing social media through social media monitoring Mark Allocation Marks Sub-task Available Explanation of the purpose of social media monitoring within the organisation for TWO populations it seeks to monitor 6 Evaluation of TWO commercial tools and their effectiveness 6 Explanation of the importance and value of monitoring TWO elements of conversation 6 Justification of the application of ONE social monitoring platform/vendor, and identification of the steps involved in implementing it 8 Development of a suite of SIX key performance indicators (KPIs) that will measure the performance of the organisation s social media activity 6 Total Mark 32 Overall Business Format and Presentation Business format and presentation is worth 10 marks overall for this assignment. You will be awarded marks for: Marks Available relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard Referencing. 10 Total Mark 10 Page 12 of 16

13 WEB ANALYTICS AND SOCIAL MEDIA MONITORING Guidance notes Task 1 Online research to improve understanding The background of the organisation should include and highlight several ways in which the chosen organisation already uses marketing research. Candidates will need to go further and look at methods that can solve other problems encountered. The organisation background should also include a brief history of the organisation, detail as to its products and/or services, and its current use and application of web analytics and social media monitoring. In cases where information around the subject matter might be limited, candidates are encouraged to refer to this within their organisation background, such as the organisation s limited use and application of research, web analytics and/or social media monitoring. A brief overview of the organisation s current target market would also be beneficial. Referring to the chosen organisation, candidates should analyse the benefits/problems that online marketing research can create. In the first part of the task, candidates need to identify the current populations that are covered within the organisation s research and their appropriateness in the context of the organisation s customer base. Consideration needs to be given to the relevance and representativeness of the populations against the customer base. Are they representative of the customer base? Are there any gaps or oversights between the populations included in research and the customer base? In the second part of the task, candidates should identify and evaluate two sampling methods, considering the strengths and weaknesses of each of the methods. Once the sampling methods have been evaluated, candidates then need to recommend a sampling method that should be used in the future. Candidates should address any areas or gaps between the populations currently covered within the organisation s research and the wider customer base which it serves. Recommendations need to take into account the strengths and abilities of the sampling method, giving consideration to its suitability. For the third part of the task, responses need to identify THREE online research procedures and critically evaluate them. Candidates should consider their features, benefits, strengths, limitations and appropriateness, in order to be able to effectively research the organisation s online customers. Consideration should be given to speed, reach, cost, ability to analyse, data collection methods and ability to gather the information that is required. Finally, candidates need to identify how research findings are currently reported and disseminated within the organisation, considering the format and breadth of circulation. Candidates should consider ways in which exposure to the findings could be increased across the organisation, such as by changing the format, the research availability, channels in which the information is disseminated and how colleagues within the organisation are made aware of the research and how it can be accessed. Responses should show how the results of the research could be implemented practically within the organisation, demonstrating a clear use and value of the findings. Please refer to the Learning Zone for further information about report writing. Page 13 of 16

14 Task 2 Enhancing customer/user knowledge through web analytics In the first part of the task, candidates need to identify the media that web analytics platforms monitor, considering those media that might be more relevant and specific to the organisation. An explanation is required as to how the information gathered from monitoring the media identified could be used to enhance the organisation s current online marketing performance. In the second part of the task, responses need to consider key web analytics providers within the market, and explain how they could be used to carry out research into the organisation s customers/users. Consideration needs to be given as to what the providers monitor and track, and how the data could be used to understand more about the organisation s online customers /users behaviour. In the third part of the task, candidates need to identify TWO populations that are measured by web analytics, and describe why it would be useful for the organisation to measure them. Candidates should consider the populations and what the organisation might find useful to know about them. Is monitoring those populations useful for planning or targeting? In relation to the previous sections, for the fourth part of the task, candidates need to identify FOUR website metrics and explain how, through tracking and measuring them, they could enhance the understanding of the organisation s online customers/users. What might the metrics convey about them and their habits? What conclusions could be drawn from the metrics that might help in understanding reasons for the customers /users online behaviour? Finally, candidates need to provide recommendations regarding the selection of ONE web analytics platform/vendor, accompanied by an outline plan as to how it might be implemented. Responses need to firstly identify one web analytics platform vendor that could be implemented to help monitor some of the key performance indicators (KPIs) identified in the previous section. Here candidates are encouraged to consider the elements of implementing the actual platform, considering some of the internal factors, for example objectives and costs. Business formatting and presentation Marks are awarded for formatting and presentation, so candidates are reminded that they will need to follow a business report format for this task. No Executive Summary is expected as part of the final submission, but candidates do need to include relevant references, using the Harvard Referencing System throughout. Please refer to the Learning Zone for further information about report writing. Task 3 Enhancing social media through social media monitoring This task is designed to assess the candidates understanding of how different forms of communication can be monitored. In the first part of the task, candidates need to establish and identify the purpose of social media monitoring within the chosen organisation. It needs to be clear as to why social media is monitored within the organisation, and what is currently done. This may range Page 14 of 16

15 from monitoring elements of conversation through to engaging key stakeholders. Candidates then need to consider the populations that are monitored, considering the populations that are most relevant for the organisation. In the second part of the task, TWO commercial tools need to be identified and evaluated. Responses need to consider the strengths, weaknesses and limitations of each of the commercial tools. Within the evaluation, the tools effectiveness and suitability need to be considered. In the third part of the task, the response needs to define TWO elements of conversation that might be of interest to the organisation to monitor. Once identified, consideration should be given as to why it is important for the organisation to monitor those elements of conversation. Could they have an impact, and if so, to what degree? How could the organisation use them to its advantage? What is their value to the organisation that justifies monitoring them? For the fourth part of the task, candidates need to firstly identify ONE social media platform/vendor that could be implemented to help monitor some of the elements of conversation previously identified. Following this, it is expected that an outline of a plan is presented that will result in the identified vendor s platform being implemented. Candidates are encouraged to consider not only the elements of implementing the actual platform, but also some of the internal elements of the plan that will support its implementation, such as objectives and costs. Finally, candidates need to create and present SIX key performance indicators relevant to monitoring social media effectively. Candidates need to consider what elements of social media need to be monitored that would be of use or of interest to the organisation. Business formatting and presentation The format is a presentation. Candidates will therefore be awarded marks on the suitability of the presentation content for an audience less familiar with marketing, as well as the ability to address the tasks. Marks are awarded for the format of both the presentation and the speaker notes (including academic references), in relation to how they are used to communicate to the internal audience. Candidates are not required to present the presentation. Presentation slides should be developed with the audience in mind, and therefore the use of jargon and slides containing a great deal of information should be avoided. Please note the difference between the slides and speaker notes: the former should be concise, will only contain a few lines and may include visuals. The latter should clarify and explain in words with much more detail. Microsoft PowerPoint has a useful speaker notes section below each slide that is ideal for this task. Speaker notes should be complete enough for the Manager who will be delivering the presentation to fully understand what he/she needs to say, but it does not actually need to be a script. An extended bullet point style could be used, but greater detail than appears upon the slide is required. Page 15 of 16

16 Grade A Grade B Grade C Grade D CAM Diplomas: Grade Descriptors Level 4 This grade is given for work that meets all of the assessment criteria to secure at least 70% and demonstrates a candidate s ability to: This grade is given for work that meets all of the assessment criteria to secure at least 60% and demonstrates a candidate s ability to: This grade is given for work that meets enough of the assessment criteria to secure at least 50% and demonstrates a candidate s ability to: This grade is given for borderline work that does not meet enough of the assessment criteria to secure a pass and is within the band 45-49%. This may be due to: Concept 40% Application 30% Evaluation 20% develop appropriate research strategies for secondary research selectively identify valid and relevant information from a wide range of relevant sources for the discipline evidence comprehensive knowledge and understanding constructively consider and effectively analyse a wide range of information for a specified task develop an appropriate research strategy for secondary research identify valid and relevant information from a suitable range of relevant sources for the discipline evidence detailed knowledge and understanding consider and analyse a range of information for a specified task develop an appropriate research strategy for secondary research identify relevant information from a minimum number of sources for the discipline evidence a satisfactory level of knowledge and understanding analyse a minimum number of sources of information for a specified task an inability to develop an appropriate research strategy for secondary research insufficient sources of information being used to underpin research for the discipline repeating case material rather than evidencing knowledge a lack of detail and argument when analysing information for a specified task produce well-structured, coherent and detailed arguments in response to a given brief, using marketing terminology fluently evidence insight, understanding and application of key principles express ideas persuasively, apply appropriate terminology and concepts accurately apply a wide variety of illustrative examples to underpin concepts used produce logical arguments in response to a given brief, using marketing terminology correctly evidence sound understanding and application of key principles express ideas clearly, applying appropriate terminology and concepts accurately apply a variety of examples to illustrate findings produce arguments in response to a given brief, using sufficient marketing terminology evidence a basic understanding and application of key principles outline ideas and concepts using appropriate terminology apply examples to support findings limited use of marketing terminology a lack of basic understanding and application of key principles insufficient use of terminology and/or incomplete grasp of key concepts limited use of examples to support findings draw valid conclusions and make informed recommendations reflect and evaluate own learning across module and assess how this will affect current and future practice draw reliable conclusions and make sound recommendations reflect and evaluate own learning on aspects of the module and assess how this will affect current and future practice draw limited conclusions and make some recommendations reflect and evaluate own learning on aspects of the module and assess how this will affect future practice superficial conclusions and recommendations which lack depth and insight little evaluation of learning and/or impact on future practice Time Management and Presentation 10% plan, review and complete work within the specified deadlines/time and produce work of an exceptional and professional standard of presentation, format and tone plan, review and complete work within the specified deadlines/time and produce work to a high standard of presentation, format and tone complete work within the specified deadlines/time and produce work of an acceptable presentation, format and tone work not being completed within the specified deadlines/time and errors in presentation, format and tone Page 16 of 16

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