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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 1 07.09.15

Digital Marketing (2103) April 2016

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.
Guidance notes:
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.

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Digital Marketing (2103) April 2016

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)

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Digital Marketing (2103) April 2016

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)

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Digital Marketing (2103) April 2016

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)

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Digital Marketing (2103) April 2016

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 competitors 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)

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Digital Marketing (2103) April 2016

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)

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Digital Marketing (2103) April 2016

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)

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Digital Marketing (2103) April 2016

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:

Guidance
notes:

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 candidates own feedback on the activities conducted.

Guidance
notes:

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 candidates 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.

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Digital Marketing (2103) April 2016

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.
Guidance
notes:

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.
Guidance
notes:

The strengths and weaknesses of ONE competitors 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.

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Digital Marketing (2103) April 2016

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 Smiths SOSTAC, APIC, MAOSTIC or one that is
currently used by the candidates 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.
Guidance
notes:

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.
Guidance
notes:

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.

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Digital Marketing (2103) April 2016

REFERENCE LIST
Guidance
notes:

A reference list, covering all tasks and following Harvard format, should be
included.

APPENDICES
Guidance
notes:

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.

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