Digital Marketing Planning

Project description

CAM Marketing and Consumer Behaviour January to June 2011
CAM Diploma
126
–
Digital Marketing Planning
Assignment Brief and Mark Scheme
September
20
14
Candidates must
answer
ALL tasks.
CAM Regulations
All CAM
qualifications are awarded by the CIM Awarding Body and
CIM policies and regulations apply to all CAM candidates and
Accredited Study Centres.
Candidates must ensure that they are CAM studying members and
have registered for this ass
ign
ment by the require
d
CAM/CIM
deadline (
printed on page six
of the guidance notes).
Once
booked,
if candidates later find that they are unable to submit to the
September
20
14
session they will need to book and pay again to
submit to the
Dec
ember
20
14
session
using the December 2014
assignment brief
.
Fees are not transferable between sessions and
extensions to the published deadline dates will only be considered
on medical grounds.
If an ass
ign
ment is received from a candidate who has
not
booked
by the above
closing date, the relevant ass
ign
ment entry fee wil
l be
raised along with a £100
late entry fee.
Candidate
Declaration
Candidates must adhere to the CAM/CIM policies and guidance
notes relating to word count, plagiarism and collusion when
compiling
this ass
ign
ment and include the following declaration
statement on the front cover of the ass
ign
ment:
‘
I confirm that in forwarding this
ass
ign
ment
for
marking,
I understand and have applied the CAM/CIM policies relating to
word count, plagiarism and coll
usion for all tasks.
This ass
ign
ment
is the result of my own independent work
except where otherwise
stated.
Other sources are acknowledged in the body of the text, a
bibliography has been appended and Harvard referencing has
been used. I have not shared
my work with other candidates.
I further confirm that I have submitted an electroni
c copy of this
assign
ment to CIM in accordance with the regulations.’
© CAM Foundation 20
13
CAM
Digital Marketing Planning
Assignment Brief
September
2014
Page
2
Guidance notes for candidates
These guidance notes refer to all
CIM and CAM assignment briefs.
Assignment regulations
Candidates must complete the
assignment brief published by The Chartered Institute of Marketing
(CIM) for the relevant academic session. Candidates are able to ask for advice from regarding the
brief, the marking scheme and grade descriptors. Candidates and tutors should also understa
nd and
apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are
available on the CIM Learning Zone at
www.cimlearningzone.co.uk
. Each
assignment
must be
completed
individually.
Context
Candidates must refer to the guidance notes in each specific assignment brief.
Confidentiality
Candidates using
organisational information dealing with sensitive/confidential material or issues,
must
seek advice and permission from the organisation about its inclusion in an assignment. Where
confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be
attributed to a particular organisation.
When submit
ting assignments to CIM, candidates may choose to opt out by ticking the box on
the assignment/project front sheet, indicating they have not given CIM permission to use the
work for any other purpose.
All CIM examiners sign a confidentiality agreement and
cannot mark any assignment where there is a
declared conflict of interest. All assignments are stored securely and are shredded confidentially after
12 months.
Assignment criteria and mark schemes
The assignment brief includes the assessment criteria an
d mark scheme, together with guidance
notes. The guidance notes indicate the types of information and the format that are required. It is
important that, when assignments are issued, discussions take place between candidates and tutors
to clarify understan
ding of the assignment brief.
Assessment criteria and mark schemes
are included
so that candidates can see where marks will be
allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the
assessment criteria and ma
rk schemes where appropriate.
Grade descriptors
Grade descriptors, used by examiners as part of the marking process, comprise the following
elements:
?
evaluation
?
application
?
concept
?
presentation.
The weightings of these elements are used to inform grad
es within a level and differentiate between
levels. To maximise marks, candidates need to consider the weighting of the four elements at the
relevant level.
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
3
Relative weightings
Concept
Application
Evaluation
Presentation
Introductory Certificate
in
Marketing
45%
30%
15%
10%
Professional Certificate
in Marketing
40%
30%
20%
10%
Professional Diploma in
Marketing
30%
30%
30%
10%
Chartered Postgraduate
Diploma in Marketing
15%
30%
45%
10%
CAM Diplomas
40%
30%
20%
10%
Tutor guidance to candidates
Candidates are able to ask their tutors to give feedback on
ONE
draft of an assignment and/or answer
specific subject
–
related questions related to the assignment. Feedback given will be focused around
the mark scheme requirements, guidance notes, how the s
ubmission relates to the grade descriptors
in relation to the candidates’ chosen organisation.
As tutors are not part of the official CIM marking process, they are not in a position to indicate possible
grades through verbal feedback. Candidates should no
t submit their completed assignment to their
tutor to request guidance for improvement as tutors cannot review completed assignments and return
these to candidates with suggested changes. Evidence of an Accredited Study Centre doing this will
result in the
assignment being sent back unmarked.
Word count policy
The total number of words used for the whole assignment must be indicated on the front cover of the
assignment. P
ages must be numbered for ease of reference.
Candidates must comply with the recomme
nded word count, within a margin of
–
/+10%. For some
tasks a specified number of pages is given as an alternative to the word count.
Areas included in the word count are as follows (unless otherwise specified in the individual
assignment brief):
?
tables
?
charts
?
diagrams
?
graphs
?
references (information such as specific quotations, author information)
?
headings
Areas excluded from the word count are:
?
contents ( if used)
?
executive summary (if required or used
–
please refer to specific brief requirements)
?
bib
liography
?
appendices.
Therefore, i
f candidates use tables to present their answer in the main body of the text, the words
used (or where appropriate, the number of pages) will be counted and the rules relating to word count
or number of pages will apply.
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
4
When a task requires candidates to produce presentation slides, with supporting notes, the word count
applies to the supporting notes only. Where a task requires candidates to work to a specific format, for
example, PowerPoint slides, candidates must refe
r to the specific brief’s guidance notes.
Where candidates’ work has contravened the word count policy it will be reviewed by the Senior
Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a
final decision is made o
n whether the assignment will be assessed.
It is important that candidates adhere to the word count policy, as assignments that exceed the
recommended word count, or number of pages, may be declared null and void and the
candidate will be asked to
complete and submit a new assignment.
Presentation
Candidates should present their work professionally, using tables and diagrams to support
and/or
illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be
incl
uded in either the appendix or the main body of the text. If tables are included as appendices, the
findings must be summarised or referenced within the main body of the text for marks to be awarded.
Text must be 11 point, and
tables, diagrams and charts must be no smaller than 9 point. The font size
must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman.
At the top of each page (in the header) candidates must insert the unit name and
their membership
number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point).
Candidates
must not
include their name in any part of the assignment.
Guidance on inserting PowerPoint slides into Word documents is available
on the CIM Learning Zone
www.cimlearningzone.co.uk
website.
Appendices
Appendices should only be included where necessary and should be used to accommodate tables
and diagrams to support/illustrate the ma
in body of the text. No marks are awarded for work included
in the appendices, and these should not be used as alternative locations for work that should appear
in the main text. Appendices should not include published secondary information, such as annual
reports or company literature, etc.
Referencing and professionalism
A professional approach to work is expected. Candidates must:
?
identify and acknowledge
ALL
sources/methodologies/applications used
?
use the Harvard referencing system (notes on Harvard
are on the CIM Learning Zone websites)
?
express work in plain business English. Marks are not awarded for use of English, but a good
standard of English will help candidates to express their understanding more effectively.
All work that candidates submit
as part of the CIM requirements must be expressed in their own words
and incorporate their own judgements.
Direct quotations from the published or unpublished work of
others, including that of tutors or employers, must be appropriately referenced.
Authors
of images
used in reports and audio
–
visual presentations must be acknowledged.
Plagiarism and collusion
Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves
presenting work, excerpts, ideas or passages of anot
her author without appropriate referencing and
attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas,
content, wording and/or structure that the similarity goes beyond what might have been mere
coincidence. Plagia
rism and collusion are serious offences and any candidates found to be sharing
their own work, copying another candidate’s work, quoting work from another source without
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
5
recognising and disclosing that source, or using agencies that provide assignment writ
ing services will
be penalised and their assignment may be declared null and void.
It is a candidate’s responsibility to understand what constitutes an academic offence, and, in
particular, what plagiarism and collusion are and how to avoid them.
Useful g
uidance materials
and supporting CIM policies are available on the CIM Learning Zone
www.cimlearningzone.co.uk
website.
In submitting the assignment for this unit, and completing the relevant declaration
statement, the
candidate is confirming that all the work submitted is their own and does not contravene CIM policies,
including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form,
confirming that to the best of their
knowledge the work submitted is the candidates’ own.
If a tutor has
concerns about the authenticity of a candidate’s submission, it is highlighted on this form. CIM
reserves the right to return assignments if the necessary declaration statements have not b
een
completed.
A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their
work reviewed and plagiarism detection software may be used. A candidate found to be in breach of
these regulations may be subject to o
ne or more of the following: disqualification from membership;
refused award of unit or qualification; disqualification from other CIM assignments/qualifications;
refused the right to retake units/qualifications.
Where a candidate has breached CIM regulat
ions, the candidate and the Accredited Study Centre will
be informed of the outcome.
Submission of assignments
Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to
their Accredited Study Centre by the given de
adline. Candidates must complete all CIM paperwork to
accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an
individual candidate.
A candidate’s Accredited Study Centre is responsible for ensuring the assignment is s
ubmitted to CIM
by the required CIM deadline.
It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validity
checks and will not be accepted by CIM as a substitute for the hard copy.
Hard copy instructions
The as
signment must be held together by a treasury tag in the top left hand corner, but not bound or
put in a wallet of any kind.
Electronic copy instructions
Candidates must submit an electronic copy of their assignment to their Accredited Study Centre,
acco
rding to the following guidelines:
?
candidates can only submit
ONE
file per unit to their Accredited Study Centre
?
file types that are acceptable are: .doc .docm .docx .rtf .pdf
?
the maximum file size per submission is 4mb; candidates should make every
effort to reduce the
size of the file submitted.
C
andidates’ Accredited Study Centres are responsible for submitting an electronic copy of each
candidate’s assignment to CIM.
Final grades
Final grades will be sent to candidates within three months of
the CIM deadline.
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
6
Assignment deadlines
CIM has strict deadlines for Accredited Study Centres.
September 2014 assignment session
In order to submit to this session, candidates must register by the deadline: 27 June 2014 (online: 4
July 2014). C
andidates must submit the assignment by their Accredited Study Centre’s deadline,
which will be different to CIM’s deadline. It is the candidate’s responsibility to contact the tutor for the
submission deadline.
A candidate’s Accredited Study Centre must
submit the assignment and accompanying paperwork to
be received by CIM no later than the CIM deadline
: 5 September 2014
Results released: November 2014
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
7
DIGITAL MARKING PLANNING
ANSWER ALL TASKS
Developing a digital marketing plan
Role and scenario
In your role as Digital Marketing Assistant in your organisation, or a
suitable
organisation of
your choice, you have been asked by the Digital Marketing Manager to contribute to the
development of a 12
–
month digital marketing plan for your online offeri
ng. This should be
considered in relation to the
organisation’s
broader marketing and corporate goals and
objectives. You should make it clear how the digital marketing plan supports the higher level
objectives.
Y
ou are required to contribute to the devel
opment of
a digital marketing
plan
,
with
appropriately justified ideas
,
in the context of
ONE
of the following scenarios:
?
the launch of a new product or service
,
within your own organisation or a suitable
organisation of your choice
OR
?
(i)
making an
i
mprove
ment in
the online presence and (ii)
b
uild
ing
long
–
term customer
relationships for a third sector organisation that you are familiar with.
Context
Within your role, you are required to produce a report that will initially review the existing
digita
l marketing strategies and tactics
of
your chosen organisation. Based on this work, you
will then be required to develop and articulate a realistic and relevant digital marketing plan
around the digital marketing mix related to one of the scenarios above
.
Your plan should be
developed for a 12
–
month period.
Tasks
Preparatory
w
ork
?
Briefly describe the existing core digital marketing activities of your chosen organisation
,
including
its
current online strategy and tactics (including
its
online mix
–
4Ps,
use of
social media, revenue models, online customer service and e
–
CRM)
,
in relation to its
target market and main competitors.
?
Undertake a digital marketing audit on the organisation’s current position.
This will
provide the evidence base for the
development of the digital marketing plan in the
selected scenario. You are expected to select suitable planning analytical tools and utilise
credible data sources and literature. The audit should also include a clear profile of the
target market(s).
?
The
findings generated must be included in the appendix to your digital marketing plan
(five sides of A4 maximum, no marks allocated).
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
8
Task One
You are asked to prepare a report, based on your audit, that:
?
briefly analyses the online offerings of
ONE
major competitor of your chosen organisation
?
identifies the strengths and weaknesses of the interaction, personalisation and dialogue
contained within your chosen organisation’s online presence
?
evaluates the distinctiveness of your organisation’s onlin
e presence in the areas outlined
above, compared with that of the major competitor
?
outlines
a profile of your chosen organisation’s main target market(s), using internal and
external data, that highlights their key characteristics, online behaviour, othe
r media
consumption habits, lifestyle, and wants and expectations
,
deve
loped from the
preparatory work
?
identifies key objectives for your chosen organisation’s future digital strategy, linked to
your chosen scenario
?
based on the information gathered and
any objectives identified, presents an outline
digital marketing plan that will effectively deliver the key objectives identified
?
outlines the tactical aspects of the digital marketing mix that will enable the organisation
to either move to the next lev
el of ‘web presence’ or improve its performance at the
current level.
Word count
:
3,000 words
maximum
Appendices: Audit fin
dings
–
five sides of A4 maximum
Task Two
Produce a
briefing paper
for your Digital Marketing Manager to take to the Marketing Director
that:
?
e
valuates the strengths and weaknesses of the digital planning process within
the
organisation of your choice
?
i
dentifies current and potential barriers to success
,
especially with regard to data quality
a
nd organisational culture
?
d
iscusses the broader marketing implications of the audit for your organisation.
Word count
: 1
,000 words
maximum
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
9
ASSESSMENT CRITERIA AND
MARK SCHEME
Assessment
Criteria
Mark
s
Available
CAM
Examiner’s
Mark
CAM
Moderated
Mark
TASK ONE
Brief analysis of the online offerings of
ONE
major
competitor of the chosen organisation
6
Identification of the strengths and weaknesses of
the interaction, personalisation and dialogue
contained within the chosen organisation’s online
presence
6
Evaluation of the distinctiveness of the
organisation’s online presence in the areas outlined
above, compared with that of the major competitor
8
Outline of a profile
of
the chosen organi
sation’s
main target market(s), using internal and external
data, that highlights their key characteristics, online
behaviour, other media consumption habits,
lifestyle, and wants and expectations
,
developed
from the preparatory work
10
Identification of key objectives for the chosen
organisation’s future digital strategy, linked to the
chosen scenario
10
Based on the information gathered and any
objectives identified, presentation of an outline
digital marketing plan that will effect
ively deliver the
key objectives identified
15
Outline of the tactical aspects of the digital
marketing mix that will enable the organisation to
either move to the next level of ‘web presence’ or
improve its performance at the current level
15
TASK
TWO
Evaluation of the strengths and weaknesses of the
digital planning process within the chosen
organisation
10
Identification of current barriers to success
,
especially with regard to data quality and
organisational culture
5
Discussion of the
broader marketing implications of
the audit for the organisation
5
FORMAT AND PRESENTATION
?
Relevance to the tasks
?
Use of supporting concepts and frameworks
?
Professional tone and required format
?
Harvard referencing
10
Total Mark
100
Marked by
Date
PRINT NAME
Senior Examiner
Date
PRINT NAME
CAM
Digital Marketing Planning
Assignment Brief September
2014
Page
10
Developing a digital marketing plan
Guidance n
otes
Candidates
undertaking this assignment are expected to focus their efforts on carrying out an
analysis of the organisation’s online marketing provision
,
together with the development of
target market profiles and an evaluation of key competitor offerings. With this information,
candidates
are required to produce an appropriate digital marketing mix for their chosen
scenario that will form the basis of a d
igital marketing plan.
Candidates
may apply existing
organisational objectives or strategies
,
or briefly outline their own.
The digital marketing plan should be contextualised around
ONE
of the following two
scenarios:
?
the launch of a new product or serv
ice
,
within
the candidate
’
s
own organisation or a
suitable organisation of
their
choice
OR
?
(i)
making an i
mprove
ment in
the online presence and (ii)
b
uild
ing
long
–
term customer
relationships for a third sector organisation that
the candidate is
familiar with.
The chosen scenario should provide the
candidate
with the opportunity to analyse the
organisation’s current online presence and enable the development of a proposed plan within
a relevant timescale as stated (12
–
month plan). As with any pl
an, marketing decision
–
makers
must consider how the plan
can
be implemented
,
and
anticipate
any problems in its
execution.
T
he
candidate
is required to review aspects of the planning process from both a
theoretical and
a
practical perspective.
Preparatory
work
Evaluating the
digital m
arketing
p
rovision
Marketing focuses on the needs and wants of the customer and must attempt to understand
buyer behaviour and motivations: it is no different in digital marketing. The preparatory work
requires the
candidate
to analyse and evaluate the online behaviour of their target market
,
using segmentation and profiling techniques.
The
candidate
should evaluate the organisation’s key competitors (how the chosen
organisation compares in all aspects of its digital marketi
ng activities) and its current market
position
.
This evaluation should be based on
the application of marketing analysis tools in
the context of the internal and external marketing environment
, including
PESTEL
,
SWOT
and
other
appropriate online marketing
tools.

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