ASSIGNMENT BRIEF

QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HND IN BUSINESS (RQF) 34. DIGITAL MARKETING (LEVEL 5)
INTERNAL VERIFIER UNIT TUTOR
ALI SALMAN IRZA AIMAN
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
12 SEPTEMBER 2022 AS PER PLANNER AS PER PLANNER

ASSIGNMENT TITLE DIGITAL MARKETING ENVIRONMENT

LEARNING OUTCOME AND ASSESSMENT CRITERIA

Pass Merit Distinction

LO1 Investigate the influence of the digital environment for effective marketing of
business organisations.
P1 Examine the opportunities and challenges M1 Analyse the opportunities and
digital marketing presents for effective challenges for business organisations in the
marketing of business organisations. digital marketing landscape.

LO2 Apply digital tools and techniques for an integrated marketing approach within a
given business organisation
P2 Apply key digital tools and techniques that M2 Analyse the effectiveness of applying an
are available to marketers for an integrated integrated marketing approach and the
marketing approach. benefits this has for an organisation.

P3 Discuss their effectiveness in terms of

reach, impact and cost.

LO3 Design a digital marketing campaign using multimedia to optimise content that
targets key audiences
P4 Design a digital marketing campaign that M3 Design a digital marketing campaign
integrates and optimises multi-digital that applies a creative concept to capture
channels to reach target key audiences. audience interest and inspire ‘call to action’.

LO4 Evaluate methods of monitoring and measuring a digital marketing campaign in line
with marketing objectives to increase engagement and conversions.

P5 Evaluate the measurement techniques and M4 Critically evaluate the application of key
performance metrics in digital marketing. digital measurement techniques and
performance metrics used in digital
P6 Present a set of actions to improve marketing.
performance in digital marketing.
SUBMISSION FORMAT
The submission is in the form of reports.

The reports should be written in a concise, formal business style using single spacing and font style Calibri 11. You are required
to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and
referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
The recommended word limit is specified.

SCENARIO
HBL, is a Pakistani multinational bank, with its head office in Habib bank plaza in Karachi, Pakistan. Founded in 1939 by
the Habib family, HBL became Pakistan's first commercial bank. In 1951 it opened its first international branch
in Colombo, Sri Lanka. In 1972 the bank moved its headquarters to the Habib Bank Plaza, which became the tallest building
in South Asia at the time. The Government nationalized the bank in 1974 and privatized it in 2003; at that time the Aga khan
fund for Economic Development acquired a controlling share.
HBL major shareholding lies with the Aga khan fund for Economic Development (AKFED) which is based in Geneva,
Switzerland.
As of 2018, HBL has 1700+ branches with presence in over 25 countries spanning across four continents. It is the largest
company in Pakistan in terms of assets, and has repeatedly ranked top Pakistani company in the Forbes Global 2000. It is
also Pakistan’s largest commercial bank, with over 1,700 branches

Required:
Students are encouraged to work on the Bank mentioned in the scenario, or they can choose one of their interests from
banking industry in Pakistan, provided the Bank is essentially from Pakistan and has branches outside Pakistan. You will be
required to conduct research on one Bank and show the importance of digital marketing in helping organizations to gain
new traffic, leads and sales for their business by expanding reach to consumers looking for products and services.

Identify and develop an understanding of how organisations use various digital tools and techniques to engage their
customers and maintain a competitive advantage. Use of different models and tools to evaluate the effectiveness of any
given marketing campaign to promote the business locally in internationally.

TASK 1 – GUIDANCE-LO1
You will investigate the influence of effective digital marketing on your chosen Bank with the help of SWOT Analysis. You can use
other tools as well along with SWOT Analysis to measure how effective the marketing environment of the Bank is. Conduct an in-
depth analysis of the digital environment of the bank and show how important any digitally influence marketing environment can be
for the organizations in today’s corporate landscape. Analyse both the micro and macro environment of the organization. Micro
environment would be covering customers, suppliers, competitors, organization and intermediaries. Whereas for macro environment
student will use 7p’s of the marketing mix. Critical analysis of effective digital marketing employed by the organisation to get top
grades.
TASK 2–LO 2- GUIDANCE
Evaluate different tools and techniques used by the organization for integrated marketing communication. In order to evaluate the
tools and techniques students can mention SEO, email marketing, video advertising and conversion rates. Incorporation of integrated
marketing communication such as FACEBOOK, TWITTER, LINKEDIN, INSTAGRAM and their effectiveness in terms of reach, impact and
convert. Analysis of the digital marketing communication to draw valid conclusions for effective marketing of the business. Analysis of
integrated marketing approach and its benefits must be presented to score higher marks.
TASK 3-LO3- GUIDANCE
Design a digital marketing campaign that integrates and optimizes multi-digital channels to reach target key audiences with help of
SOCTAC model. A digital marketing campaign that will apply a creative concept to capture audience interest and inspire ‘call to
action’. A content calendar (max 2 weeks), KPI’s, user persona, CSF and UGC should be presented to show a seamless customer
experience. Also analyze any performance metrics aligned to digital marketing objectives. Clear social media objectives and digital
marketing campaign that proves that performance metrics are aligned to digital marketing objectives are required to get good grades.
TASK 4-LO4
Assess the measurement techniques and performance metrics in digital marketing with the help of social media mix. A well-defined
set of actions derived from task 2 must be aligned with task 4 to show understanding of the engagement and conversions into real
business. You have to critically evaluate the measuring tools and techniques used in the digital environment to assess the
successfulness of these metrics. Tools and techniques for monitoring and reporting digital changes must be critically evaluated for
better grades.

EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY THE STUDENT

TASK 1-LO1 Report word limit 1000-1500.
TASK 2-LO2 Report word limit 1000-1500.
TASK 3-LO3 Report word limit 1000-1500.
TASK 4-LO4 Report word limit 1000-1500.