CIM Level 4 Certificate in Professional Marketing Digital Marketing (2103) December 2015 Assignment The assignment comprises SIX compulsory tasks Task 1 is worth 5 marks Task 2 is worth 15 marks Task 3 is worth 15 marks Task 4 is worth 15 marks Task 5 is worth 25 marks Task 6 is worth 15 marks 10 marks are available for format and communication of information Total marks available 100 Candidate guidance: Answer all tasks The available marks are shown alongside each part of the task 10 marks are available for overall format and communication of information Read all tasks carefully before attempting them Refer to the Digital Submission Guide The Chartered Institute of Marketing 2015 VERSION 2 17.09.15
Scenario: Customer engagement 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 customer engagement. There are TEN marks available for the entire assessment where you will be rewarded for the format and communication of information. You should acknowledge all sources/methodologies/applications using the Harvard referencing system. NB: All tasks should be based on the theme of digital marketing and customer engagement. Task 1 maximum minute count for podcast: 5 minutes Task 2 maximum word count: 500 words Task 3 maximum slide count: 5 slides. 100 words of speaker notes per slide Task 4 maximum word count: 500 words Task 5 maximum word count: 1,000 words Task 6 maximum word count: 500 words Page 2 of 12
TASK 1 Assessment criteria covered in Task 1: Please refer to the module specification for assessment criteria details. Required: Produce a five minute podcast that describes the background to your chosen organisation, including the target markets, products, competition and your role. The podcast should be recorded as an audio file. (5 marks) (Maximum minute count 5 minutes) Page 3 of 12
TASK 2 Assessment criteria covered in Task 2: AC1.1, AC1.2, AC1.4, AC2.1, AC2.2 Please refer to the module specification for assessment criteria details. Required: Conduct online research to determine the potential opportunities and challenges that may be presented to your chosen organisation for customer engagement. Include any TWO of the following new technologies/developments from the digital marketing environment: data mapping location-based marketing customer reviews interactivity. Present your findings, using both text and visual media, in the form of a blog article. (15 marks) (Maximum word count 500 words) Page 4 of 12
TASK 3 Assessment criteria covered in Task 3: AC1.1, AC1.3, AC2.2, AC2.3 Please refer to the module specification for assessment criteria details. Required: Once customers have been acquired and retained, the internet can be used as a vehicle for ongoing revenue generation. To better understand the opportunities available, conduct further research in an industry sector other than that of your chosen organisation. Select a suitable organisation from ONE of the industry sectors below: Travel/hospitality Food Entertainment Technology. Evaluate ONE successful campaign to include how the online and offline elements of the extended marketing mix were utilised to generate revenue from existing customers. The completed research should be presented as a series of no more than FIVE slides with supporting speaker notes. (15 marks) (Maximum slide count 5 slides) (Maximum 100 words of speaker notes per slide) Page 5 of 12
TASK 4 Assessment criteria covered in Task 4: AC3.1, AC3.2, AC3.4, AC4.2, AC5.3 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. Develop a briefing paper that: evaluates ONE competitor s use of digital marketing communications tools and digital platforms describes how ONE competitor is utilising these tools for customer engagement. (15 marks) (Maximum word count 500 words) Page 6 of 12
TASK 5 Assessment criteria covered in Task 5: AC5.1, 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 customer engagement, opportunities identified and internal analysis, develop an outline digital marketing plan, to include: TWO objectives to support customer engagement a relevant customer engagement strategy a digital marketing mix an implementation plan monitoring and measurement activities. (25 marks) (Maximum word count 1,000 words) Page 7 of 12
TASK 6 Assessment criteria covered in Task 6: AC4.4, AC5.2, AC5.4 Please refer to the module specification for assessment criteria details. Required: This task is based on your outline digital marketing plan produced for Task 5. Create a web page (see guidance notes on page 12). The web page will recommend and justify a range of automated activities that could be used to support customer engagement and enhance customer relationship management. (15 marks) (Maximum word count 500 words) Page 8 of 12
TASK 1 PODCAST TASK 1 MAXIMUM minute count: 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. TASK 2 BLOG ARTICLE TASK 2 MAXIMUM word count: 500 words The research presented should include relevant visual representations. It is recommended that this task should be carried out over a period of at least two weeks. 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 only TWO of the four new technologies/developments from the digital marketing environment. 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
TASK 3 PRESENTATION FORMAT TASK 3 MAXIMUM slide count: 5 slides. 100 words of speaker notes per slide It is recommended that this task should be carried out over a period of no more than two weeks, to capture the findings from ONE successful campaign. The candidate needs to evidence the activity within the slides, including images, screenshots, references and data from the activities conducted. The candidate should identify and research ONE industry sector. Evaluate ONE successful campaign and describe how the online and offline elements of the extended marketing mix were utilised to generate revenue. This work should be underpinned with academic evidence. This task requires candidates to produce presentation slides, with speaker notes, the slide must be a half a page of A4 and the speaker notes no more than half a page of A4 and a maximum of 100 words. Any speaker notes over this allowance will not be marked. on inserting presentation slides into text documents is available on the CIM Learning Zone. TASK 4 BRIEFING PAPER TASK 4 MAXIMUM word count: 500 words The briefing paper is to be written for an internal audience. The strengths and weaknesses of current digital marketing communications tools and digital platforms should be identified, using relevant theoretical concepts and frameworks. The candidate should describe how these tools achieve customer engagement. Page 10 of 12
TASK 5 OUTLINE DIGITAL MARKETING PLAN TASK 5 MAXIMUM word count: 1,000 words For the outline digital marketing plan, the candidate is free to choose any relevant model, such as 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 engagement strategy recommended should be developed with consideration of appropriate theory and models. Appropriate 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 or similar. Consideration should be given to the key resources required for implementation, such as: time, financial and human resources. Methods for the monitoring and measurement of the performance of the digital marketing mix should be proposed, with links to the objectives set. An outline digital marketing plan will just include the key recommendations as opposed to detailed narrative and justification. Page 11 of 12
TASK 6 WEB PAGE TASK 6 MAXIMUM word count: 500 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 automated activities that could be used to support customer engagement and enhance customer relationship management, based on the outline digital marketing plan created for Task 5. Illustrations and diagrams, both written and visual, should be provided to demonstrate the activities. BIBLIOGRAPHY A bibliography, covering all tasks and following Harvard format, should be included at the end of Task 5. APPENDICES Appendices to support the tasks, where appropriate, are to be included. NB: There are no marks awarded for appendices. Relevant content should be included in the body of the assignment. Page 12 of 12