CIM Level 4 Certificate in Professional Marketing

Transcription

1 CIM Level 4 Certificate in Professional Marketing Digital Marketing (2103) Mark scheme December 2014 Portfolio The portfolio comprises SIX compulsory tasks Task 1 is worth 5 marks Task 2 is worth 15 marks Task 3 is worth 20 marks Task 4 is worth 15 marks Task 5 is worth 25 marks Task 6 is worth 10 marks 10 marks are available for format and communication of information Total marks available 100 This mark scheme has been prepared for the purpose of giving guidance to the CIM examiners. The mark scheme is just ONE element of guidance that is given to examiners and must not be treated as the definitive guide to how marks are allocated. This mark scheme is issued to TUTORS ONLY as additional support to assist with the delivery of CIM programmes and to enable tutors to enhance feedback and guidance they give to candidates. THIS MARK SCHEME MUST NOT BE DISTRIBUTED AND THE CONTENTS MUST NOT BE DISCLOSED TO ANY PERSON OTHER THAN TUTORS FROM CIM ACCREDITED STUDY CENTRES. The mark schemes for individual modules will differ in style and format as these are guidance documents used by the module examination team. The Chartered Institute of Marketing 2014

2 General Note to Examiners Across the paper as a whole, TEN marks are awarded for format and communication of information, specifically continuity of tasks, use of appropriate language and format. This is a large percentage of marks, and could be the difference between grade boundaries. However, because it is a large percentage, the candidates need to demonstrate that they have both recognised and taken this on board. Do not penalise bland presentation, but do ensure that well-presented and wellstructured work is rewarded. The content uploaded to the CIM Portfolio Platform should be of a professional quality suitable for Management (as set out in the Scenario). This should be reflected in the tone and presentation. Accurate Harvard referencing will also accrue format marks. There is a defined word count for each task (excluding Task 1 which has a five minute limit). This is very clear for candidates. For each task, do not mark work that exceeds the word, or time count remember the content has been commissioned for management, and as a result should be succinct. Most tasks are broken down into sections. The mark allocation for each task reflects the expected length and depth of answers. As such it is unlikely that candidates will fully answer each section/task if this is not reflected in the relative page/space allocation. It is therefore likely that this will be reflected in the mark for that section. As the portfolio of work is based on six separate tasks there is no expectation of a narrative flow across the tasks but the focus will need to be digital, and in the context of customer acquisition. If the organisation does not have customers per se then a relevant stakeholder group may be substituted in, which is acceptable.

3 Task 1 A 5 minute audio file or podcast uploaded to the CIM Portfolio Platform. Includes a description of the organisation s target audience(s), key products offered, key competitors of the individual s role in the organisation. There is no expectation of anything more than a description of key points above, but the tone of the presented audio should be professional and use key marketing concepts where necessary. A 5 minute podcast or audio file. Task % The candidate has demonstrated some knowledge and understanding of their organisation and its market. However, there is little depth or understanding of marketing concepts identified % Clear description of the organisation, its offerings, audiences and competition. 70%+ The description of key content linked to the organisation is clear, succinct and well-focused. Relevant marketing concepts linked to the descriptions to target audience(s), offerings, competition and role are present in the audio.

4 Task 2 This task represents 15% of the total marks. Candidates should not exceed 500 words but can use referenced images and visual representations of findings (in the style of charts, graphs and even infographics/pictograms). The population of the portfolio with responses to tasks is intended to be an on-going process, hence the guidance on producing the work over a two-week period. Candidates should not be penalised for discussing internal customers, but the direction of the paper is towards external customers. Models such as RACE, REAN and ACR are relevant to the online customer journey through acquisition, conversion and retention. Research conducted should be specific to behaviour at each stage of that online journey devices used, times and locations if possible, and media and content consumed. Influence on this behaviour may relate to both online and offline influences cultural, social, personal and psychological. The blog article will have a more informal tone, as opposed to a report or plan, but there is still an expectation of professionalism and the use of Harvard referencing. Task % The candidate has conducted some secondary research to develop an understanding of customer behaviour throughout the online journey. The content of article demonstrates basic consideration of behaviour at each stage but lacks depth and evidence in what is presented % The candidate has conducted relevant secondary research, across a range of sources, to develop an understanding of customer behaviour throughout the online journey. The content of article demonstrates clear consideration of behaviour at each stage and what is presented is evidenced through findings. 70%+ The candidate has conducted secondary research, from highly relevant sources, to develop a detailed understanding of customer behaviour throughout the online journey. The content of article demonstrates robust consideration of behaviour and influence at each stage and what is presented is evidenced through findings.

5 Task 3 This task represents 20% of the total marks. Candidates should not exceed 600 words but can use referenced images and visual representations of findings (screengrabs of digital marketing tools used in the context of digital acquisition). The population of the portfolio with responses to tasks is intended to be an on-going process, hence the guidance on producing the work over a two-week period. The findings should be presented in the format of a brief report. So expect a very short introduction and conclusion for presentation purposes. The organisation and digital marketing campaign must come from one of the four industry sectors specified and be focused on acquisition of new customers in order to gain maximum marks. The evaluation of success should be based on the use of the digital marketing communications mix, and the tools within it, rather than focussing solely on figures from the campaign itself. Task % The candidate has conducted some secondary research to develop an understanding as to how an organisation has used digital marketing tools to acquire new customers. The content of the report demonstrates basic consideration of how the tools were used but lacks evaluation and evidence % The candidate has conducted relevant secondary research to develop an understanding as to how an organisation has used digital marketing tools to acquire new customers. The content of the report demonstrates a clear understanding as to how these tools were used and there is some evidenced evaluation of strengths and weaknesses with some consideration of theory. 70%+ The candidate has conducted secondary research, across a range of relevant sources, to develop an in-depth understanding as to how an organisation has used digital marketing tools to acquire new customers. The content of the report demonstrates a detailed understanding as to how these tools were used and there is clear evidenced evaluation of strengths and weaknesses linked to theory.

6 Task 4 This task represents 15% of the total marks. Candidates should not exceed 500 words but can use referenced images and visual representations of findings (for example screengrabs of digital marketing tools used by their organisation to support the assessment). The findings should be presented in the format of a briefing paper. So expect a very short introduction and conclusion for presentation purposes and a more informal tone than a report for an internal audience. The first part of the briefing paper requires a simple analysis, assessing how well the chosen organisation s digital marketing tools meet the needs of key customer segments or audiences, linked to customer behaviour and expectations (some of which may come from Task 2). The second part should identify which of the digital marketing tools, or processes within them, could be automated using technology and explain why it may be beneficial to do so linked to theory and/or evidence. Task % The candidate has provided some basic assessment of how the current digital marketing mix meets the needs of customers. There is some identification of how marketing automation could be used in context % The candidate has provided a clear assessment of how successful the current digital marketing mix is in relation to meeting the needs of customers. There is clear consideration as to how marketing automation could be used in context of this mix and key benefits are identified. 70%+ The candidate has provided a detailed assessment of how successful the current digital marketing mix is in relation to meeting the needs of customers. There is an excellent consideration as to how marketing automation could be used in context of this mix and the key benefits are identified and underpinned with relevant theory.

7 Task 5 This task represents 25% of the total marks. Candidates should not exceed 1000 words but can use referenced images and visual representations of findings (for example screengrabs or mock-ups of recommended digital marketing tools or graphics illustrating the customer journey or similar). The format is an outline digital marketing plan, there is no expectation of a situation analysis or control sections. As it is an outline plan there is no need for depth in any area, and there is no expectation of the explanation of theory and concepts, it is much for focused on their correct application in context. The first part of the plan requires the development of two clear SMART objectives linked to customer acquisition online. The second part of the plan requires consideration of a strategic approach for acquisition, linked to customer behaviour online and models such as RACE, as well as market penetration and market development. The digital marketing mix is a key section of the outline plan and as such will have had the majority of the word count allocated to it. The focus is on digital tools, but consideration of offline marketing tools is also acceptable as long as it links to the objectives and strategy. There is no expectation of candidates to use all of the 7P s (with a digital focus) in their proposed digital marketing mix, just those that are relevant to the achievement of the objectives and strategy. The implementation plan should be a visual representation of what activities will be undertaken and when, in the format of a Gantt chart or similar. There is no clear instruction for an executive summary, introduction or conclusion so the omission of any of these should not be punished. Task % The candidate has provided a basic digital marketing plan that includes the four sections required. There is some application of key theory and concepts in the appropriate sections. Recommendations for objectives, strategy and tactics are provided, but they add little value in relation to acquisition % The candidate has provided a well-developed digital marketing plan that covers all of the four sections required. There is good application of key theory and concepts in the appropriate sections. Recommendations for objectives, strategy and tactics are provided, are focused on acquisition.

8 70%+ The candidate has provided a detailed and focused digital marketing plan that covers all of the four sections and considers the synergy between each. There is excellent identification application of key theory and concepts in the appropriate sections. Recommendations for objectives, strategy and tactics are provided, underpinned with theory and/or evidence and are focused on acquisition.

9 Task 6 This task represents 10% of the total marks. Candidates should not exceed 250 words but can use referenced images and visual representations of findings (for example screengrabs of analytics tools). The findings should be presented in the format of a mind map. There is no expectation of an introduction or conclusion, but an explanation of the purpose is expected. The mind map should be explorative in relation to different methods of analysing digital marketing activities rather than just focused on specific tools. It is linked to the digital marketing activities in Task 5, so recommendations made in the previous task should be present and used as the main focus for the structure of the mind map. Task % The candidate has provided a basic mind map that links back to the recommended activities in Task 5. There is some consideration as to the different methods and metrics that can be employed for analysis % The candidate has provided a well-structured mind map that clearly links back to the recommended activities in Task 5. There is relevant consideration as to the different methods and metrics that can be employed for analysis underpinned by reference to theory and evidence. 70%+ The candidate has provided a well-structured exploratory mind map that clearly links back to the recommended activities in Task 5. There is a broad and intelligent consideration as to the different methods and metrics that can be employed for analysis that is underpinned by reference to relevant theory and evidence.