CIM Level 4 Certificate in Professional Marketing

Transcription

1 CIM Level 4 Certificate in Professional Marketing Digital Marketing (2103) April 2016 Assignment The assignment 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 20 marks Task 5 is worth 25 marks Task 6 is worth 15 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 Digital Submission Guide The Chartered Institute of Marketing 2015 VERSION

2 Scenario: Online community building In your role within the marketing function of your own organisation, or one of your choice, your Manager has asked you to assess the appropriateness of various digital marketing activities in regard to online community building. Online communities are a powerful method of engaging customers and users. They form part of the digital landscape and offer opportunities for creating loyalty as well as generating an income. You have been asked to complete a number of tasks related to this topic. This assignment consists of SIX separate tasks, and they are all based on the theme of digital marketing and online community building. FIVE marks will be awarded for the organisation summary podcast, which will form part of your assignment, using the headings supplied as guidance. It is good practice to acknowledge all sources/methodologies/applications using the Harvard referencing system. Good Practice Guidelines for Assessment Production The recommended page/word count limit for this assessment 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/word count limit are likely to contain irrelevant material that can restrict the emphasis on key points relevant to the brief/task and may result in marks not being awarded. Equally, submissions that are below the recommended page/word count limit are unlikely to contain sufficient detail to gain high marks. Page 2 of 12

3 TASK 1 ORGANISATION SUMMARY PODCAST Assessment criteria covered in Task 1: AC4.2 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. (5 marks) (Recommended minute count limit 5 minutes) Page 3 of 12

4 TASK 2 BLOG ARTICLE Assessment criteria covered in Task 2: AC1.1, AC1.3, AC2.1, AC2.2 Please refer to the module specification for assessment criteria details. Required: Conduct research into the potential opportunities and challenges that may affect your chosen organisation with reference to TWO of the following new developments in online community building: crowdsourcing co-creation power of customer review subscriptions and membership. Present your findings, using both text and visual media, in the form of a blog article. (15 marks) (Recommended word count limit 400 words) Page 4 of 12

5 TASK 3 SHORT REPORT Assessment criteria covered in Task 3: AC2.1, AC2.2, AC2.3, AC3.1, AC3.2 Please refer to the module specification for assessment criteria details. The impact and influence of the dynamic digital environment has led to many online communities. Some are created by companies, some are created by groups of individuals. To better understand the opportunities available for your chosen organisation to build an online community, conduct further research into an industry other than that of your chosen organisation. Select a suitable organisation from ONE of the categories below: automotive/engineering charities pet supplies professional services. Required: Produce a short report that evaluates ONE successful example of how an organisation has created an online community. Consider the digital communications mix used and its role within the context of the extended marketing mix. (20 marks) (Recommended word count limit 700 words) Page 5 of 12

6 TASK 4 BRIEFING PAPER Assessment criteria covered in Task 4: AC3.2, AC3.4, AC4.2, AC4.4 Please refer to the module specification for assessment criteria details. Required: Carry out an external analysis of the current digital marketing activities undertaken by a key competitor. Prepare a briefing paper that: evaluates ONE competitor s use of the digital marketing communications mix describes how this competitor is utilising these tools for online community building. (12 marks) (8 marks) (Total 20 marks) (Recommended word count limit 700 words) Page 6 of 12

7 TASK 5 OUTLINE DIGITAL MARKETING PLAN Assessment criteria covered in Task 5: AC5.1, AC5.2, AC5.3, AC5.4, AC6.1, AC6.2, AC6.3 Please refer to the module specification for assessment criteria details. Required: Based on your findings (from the previous tasks) in relation to community building, opportunities identified and internal analysis, develop an outline digital marketing plan for your chosen organisation to include: TWO objectives to support online community building a relevant online community building strategy a digital marketing mix an implementation plan monitoring and measurement activities. (25 marks) (Recommended word count limit 1,000 words) Page 7 of 12

8 TASK 6 WEB PAGE Assessment criteria covered in Task 6: AC4.4, AC6.3, AC6.4 Please refer to the module specification for assessment criteria details. Required: Create a web page that: illustrates the populations measured in digital campaigns (7 marks) recommends online performance measures that your chosen organisation could use in building an online community. (8 marks) (Total 15 marks) (Recommended word count limit 400 words) Page 8 of 12

9 TASK 1 ORGANSATION SUMMARY PODCAST GUIDELINES Recommended minute count limit: 5 minutes 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 headings must be included: 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 Other information relevant to the assessment may be included to assist the examiner in understanding the organisation within the recommended five minute count limit. TASK 2 BLOG ARTICLE Recommended word count limit: 400 words The research presented should include relevant visual representations. The candidate needs to evidence the research findings including images, screenshots and the candidate s own feedback on the activities conducted. The candidate should select TWO of the four new developments from the online community building. Consider how they impact and influence potential opportunities and challenges in the context of the candidate s chosen organisation. The material should be presented in the style of a blog article, with good visuals such as screen grabs, images and data, as well as a clear introduction and relevant sub-headings. This blog article should be underpinned with academic evidence. Page 9 of 12

10 TASK 3 SHORT REPORT Recommended word count limit: 700 words The candidate needs to evidence research activity within the report, including images, screenshots, references and data from the activities conducted. The candidate should research ONE category to appraise one successful example and describe how the online and offline elements of the extended marketing mix were utilised to build an online community. This work should be underpinned with academic evidence. TASK 4 BRIEFING PAPER Recommended word count limit: 700 words The briefing paper is to be written for an internal audience. The strengths and weaknesses of ONE competitor s current digital marketing communications tools and digital platforms should be evaluated, using relevant theoretical concepts and frameworks. The candidate should describe how these tools achieve community building. Page 10 of 12

11 TASK 5 OUTLINE DIGITAL MARKETING PLAN Recommended word count limit: 1,000 words For the outline digital marketing plan, the candidate is free to choose any relevant model, such as PR Smith s SOSTAC, APIC, MAOSTIC or one that is currently used by the candidate s chosen organisation, if suitable. The relevant stages of the plan (as outlined in the task) need to be applied to the chosen organisation, to demonstrate understanding of the process. Objectives should be developed using appropriate theoretical frameworks, and be linked to research findings from previous tasks. The recommended strategy for community building should be developed with consideration of appropriate theory and models. Relevant digital campaign tools, within the digital mix, should be identified and applied in the tactics stage, linked to theory, with a focus on integration and synergy. The implementation plan should be produced in the form of a Gantt chart that gives consideration to the key resources required for implementation, such as time, financial and human resources. Methods for monitoring and measuring the performance of the digital marketing mix should be proposed, with links to the objectives set. TASK 6 WEB PAGE Recommended word count limit: 400 words The task should be answered in the format of a standard static web page that could be read by anyone. No programming skills are required and candidates can create web pages using tools such as Microsoft Word, PowerPoint or Publisher. The focus needs to be on populations that can be measured in digital campaigns, and there should be clear recommendations as to the online performance measures that can be used. Illustrations and diagrams, both written and visual, should be provided to demonstrate the activities. Page 11 of 12

12 REFERENCE LIST A reference list, covering all tasks and following Harvard format, should be included. APPENDICES Appendices to support the tasks, where appropriate, should be included. NB There are no marks awarded for appendices. Relevant content should be included in the body of the tasks. Page 12 of 12