april 2016 digital marketing essentials final

8/19/2019 April 2016 Digital Marketing Essentials FINAL

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VERSION 1 – 07.09.15

CAM Diploma (Level 4)

125 – Digital Marketing Essentials

Assignment Brief and Mark Allocation

April 2016

Candidates must answer ALL tasks. Tasks 1, 2 and 3 are worth 30% each, andbusiness format and presentation is worth 10% of the marks.

CAM Regulations: All CAM qualifications are awarded by the CIM Awarding Body and CIMpolicies and regulations apply to all CAM candidates and Accredited Study Centres.

Candidates must ensure that they have registered for this assignment by the required deadline. If an assignment is received from a candidate who has not booked by the closingdate it will not be marked. Once booked, if candidates later find that they are unable tosubmit they will need to book and pay again for the next session. Please note that eachsession has a unique assignment brief .

Candidate Declaration: Candidates must adhere to the CAM/CIM policies and guidanceand must include the declaration statement on the front cover of the assignment.

© The Chartered Institute of Marketing 2015


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Digital Marketing Essentials (125) – April 2016

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Guidance notes for candidates and Accredited Study Centres

These guidance notes refer to all CIM (Level 7) 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 tutors regardingthe brief, the marking allocation and grade descriptors. Candidates and tutors should also understandand apply CIM policies relating to assignments, including word count, plagiarism and collusion; theseare available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must becompleted individually. Candidates must include the declaration statement on the front cover of theirassignment.

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. Whereconfidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot beattributed to a particular organisation.

When submitting assignments to CIM, candidates who do not allow CIM permission touse their work for any other purpose may choose to opt out by ticking the box on theassignment/project front sheet.

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 in accordance with the dataprotection act.

Mark allocation

The assignment brief includes the mark allocation, together with guidance notes. The guidance notesindicate the types of information and the format required. It is important that, when assignments areissued, discussions take place between candidates and tutors to clarify understanding of theassignment brief.

Mark allocations are included so that candidates can see where marks will be allocated and are ableto structure their assignment accordingly. CIM reserves the right to amend mark allocations whereappropriate.

Grade descriptors

Grade descriptors, used by examiners as part of the marking process, comprise the followingelements:

evaluation application concept presentation.

The weightings of these elements are used to inform grades within a level and differentiate between

http://www.cimlearningzone.co.uk/http://www.cimlearningzone.co.uk/


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levels. To maximise marks, candidates need to consider the weighting of the four elements at therelevant level.

Relative weightings Concept Application Evaluation Presentation

Introductory Certificatein Marketing

45% 30% 15% 10%

Professional Certificatein Marketing

40% 30% 20% 10%

Professional Diploma inMarketing

30% 30% 30% 10%

Chartered PostgraduateDiploma 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 general feedback on ONE draft of an assignment butare not able to ask a specific question on how to achieve a higher grade.

As tutors are not part of the official CIM marking process, they are NOT in a position to indicatepossible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on theircompleted assignments. Tutors cannot review completed assignments and return these to candidateswith suggested changes in writing. Evidence of an Accredited Study Centre doing this will result inassignments being sent back unmarked.

Word count for April 2016 assignments

The total number of words used for the whole assignment must be indicated on the front cover.Pages must be numbered for ease of reference.

Candidates must comply with the word count, within a margin of -/+10%. For some tasks a specifiednumber 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 individualassignment 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) bibliography appendices.

Therefore, if 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 wordcount or number of pages will apply.


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When a task requires candidates to produce presentation slides, with speaker notes, the word countapplies to the speaker notes only. Where a task requires candidates to work to a specific formatcandidates must refer to the specific brief’s guidance notes.

Where candidates’ work has contravened the word count policy it will be reviewed by the SeniorExaminer and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee (RAMIC).

Presentation

Candidates should present their work professionally, using legible tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, theycan be included in either the appendix or the main body of the text. If tables are included asappendices, the findings must be summarised or referenced within the main body of the text formarks to be awarded.

Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The fontsize must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times NewRoman.

At the top of each page (in the header) candidates must insert the unit name and their membershipnumber (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 presentation slides into Word documents is available on the CIM LearningZone.

Appendices

Appendices should only be included where necessary and should be used to accommodate tables and

diagrams to support/illustrate the main body of the text. Marks are not awarded for work included inthe appendices, and these should not be used as alternative locations for work that should appear inthe main text. Appendices should not include published secondary information, such as annualreports or company literature.

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 website) 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 must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that oftutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged.

Malpractice and Maladministration

Plagiarism and collusion

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

guidance materials and supporting CIM policies are available on the CIM Learning Zone.


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Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involvespresenting work, excerpts, ideas or passages of another author without appropriate referencing andattribution. 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 merecoincidence. Plagiarism and collusion are serious offences and any candidates found to be sharingtheir own work, copying another candidate’s work, quoting work from another source without

recognising and disclosing that source, or using agencies that provide assignment writing services willbe penalised and their assignment may be declared null and void.

In submitting each assignment, candidates need to complete the CIM declaration statement. In doingthis the candidate is confirming that all the work submitted is their own and does not contravene CIMpolicies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidatesform, confirming that to the best of their knowledge the work submitted is the candidate’s own. If atutor 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 beencompleted.

A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have

their work reviewed and processed through plagiarism detection software. A candidate found to be inbreach of these regulations may be subject to one or more of the following: disqualification frommembership; refused award of unit or qualification; disqualification from other CIMassignments/qualifications; refused the right to retake units/qualifications.

Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre willbe informed of the outcome.

Accredited Study Centre Malpractice

Each assessment session CIM Awarding Body investigate potential malpractice and maladministrationissues on the part of candidates, Accredited Study Centre staff and any others involved in managing

the delivery of qualifications to maintain the integrity of CIM qualifications.

Tutors are reminded not to provide candidates with set headings under which they populate theirassignment evidence. This constitutes Accredited Study Centre Malpractice. CIM assignments arecontrolled internal assessments and as such the evidence generated must be the candidate's ownwork.

Submission of assignments

Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment totheir Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork toaccompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by anindividual candidate.

A candidate’s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIMby the required CIM deadline.

It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validitychecks and will not be accepted by CIM as a substitute for the hard copy.

Hard copy instructions

The assignment must be held together by a treasury tag in the top left hand corner, but not bound orput in a wallet of any kind.


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Electronic copy instructions

Candidates must submit an electronic copy of their assignment to their Accredited Study Centre,according 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.

Candidates’ Accredited Study Centres are responsible for submitting an electronic copy of eachcandidate’s assignment to CIM.

Final grades

Final grades will be sent to candidates within three months of the CIM deadline.

Assignment deadlines

In order to submit to this session, candidates must register with CIM by the required deadline.

Candidates must submit their assignment to their Accredited Study Centre (ASC) by the ASC’sdeadline, which will be different to CIM’s deadline. It is the candidate’s responsibility to contact thetutor for the submission deadline.

The ASC must submit the candidate’s assignment and accompanying paperwork to CIM which mustbe received no later than the CIM deadline.

CIM key dates and detail of the important deadlines that must be met in the assessment cycle areavailable on the Learning Zone.


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DIGITAL MARKETING ESSENTIALS

ANSWER ALL TASKS

Business format and presentation

Business format and presentation is worth 10 marks overall for this assignment. You will beawarded marks for:

relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard Referencing.

Scenario:

Your Management Team has asked you to produce a report that explores the organisation’s use of digital marketing focusing on reaching, attracting, capturing and nurturing newcustomers, and provides an insight into conversion/optimisation of a digital campaign.

For a product or service of your chosen organisation, produce a report that addresses thefollowing THREE tasks.

Task 1 Reaching and attracting new customers(Assessment Criteria 1.3, 1.4, 2.2, 2.3, 2.4, 2.5, 2.6, 2.7)

Develop an outline marketing plan that could be used to reach and

attract new customers, with a focus on content marketing. (10 marks)

Evaluate the use of new digital marketing channels to market yourproduct or service. (12 marks)

Describe a successful campaign that has reached its target audiencethrough multiple social media channels. (8 marks)

(Total – 30 marks)

Task 2 Capturing and nurturing leads

(Assessment Criteria 1.2, 2.2, 2.3, 2.8)

Create a visual funnel/funnels of a digital journey from attracting visitorsto conversion, and suggest areas of improvement. (10 marks)

Evaluate the use of re-marketing and how it could be used to capturemore leads. (12 marks)

Recommend a marketing automation tool for your chosen organisation. (8 marks)



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Task 3 Converting and optimising campaigns(Assessment Criteria 2.2, 2.3, 2.4, 2.5, 2.6, 2.7, 3.2, 3.3, 3.4, 3.5)

Describe THREE ways analytics data can be used to assess campaignperformance from social media channels, including how you could track

these against defined goals. (12 marks)

Select ONE paid digital media channel, and suggest ways to optimise itfor better performance. (9 marks)

Explain the role that monitoring tools have in helping to identifyemerging trends and conversions. (9 marks)


Maximum word count: 4,000 words

Appendix

Provide a brief background to the chosen organisation, its customer base andproduct(s)/service(s) offered (two sides of A4 maximum, no marks allocated).


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Mark Allocation

TaskMarks

Available

Task 1 Reaching and attracting new customers

An outline of a marketing plan that could be used to reach and attract newcustomers, with a focus on content marketing 10

Evaluation of the use of new digital marketing channels to market theproduct or service 12

Description of a successful campaign that has reached its target audiencethrough multiple social media channels 8


Creation of a visual funnel/funnels of a digital journey from attracting visitorsto conversion, and suggested areas of improvement 10

Evaluation of the use of re-marketing and how it could be used to capturemore leads 12

Recommendation of a marketing automation tool for the chosen organisation8

Task 3 Converting and optimising campaigns

Description of THREE ways of analytics data that can be used to assesscampaign performance from social media channels, including how thesecould be tracked against defined goals

12

Selection of ONE paid digital media channel, and suggestion of ways tooptimise it for better performance 9

Explanation of the role that monitoring tools have in helping to identifyemerging trends and conversions 9

Overall Business Format and PresentationMarks

Available

Business format and presentation is worth 10 marks overall for thisassignment. You will be awarded marks for:

relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard Referencing

10

Total Mark 100


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Guidance notes

General

All three tasks within this assignment brief are based on a product or service that candidatesneed to select from their chosen organisation.

Where possible, candidates should demonstrate the use of keyword research to showunderstanding of the demand for the selected product or service.

It is important that candidates include, at relevant points, screen grabs (screen shots) ofcampaigns and examples of application, to support their answers.

Useful web links:

http://mashable.com

http://www.smartinsights.com/blog/

http://econsultancy.com/blog

http://www.marketingprofs.com/marketing/library

Please refer to the Learning Zone for further information about report writing.

Task 1 Reaching and attracting new customers

Content marketing in the digital world has become a popular way to reach and attractcustomers. Candidates should outline a marketing plan that could be used for the chosenorganisation that focuses on the marketing aspect and not content production.

Choose new digital marketing channels that could be used in a campaign for theproduct/service. This is an opportunity for the candidate to present to the managementteam a case for a marketing budget to invest in the new digital media channels.

Candidates should provide some insights when describing the campaign they have chosen,and reasons why they think it was successful in using more than one social media channel.To identify suitable campaigns, candidates can research several campaigns by one or moreorganisations. It is necessary to demonstrate a rich knowledge of how the concepts havebeen applied in practice to the chosen campaigns. Candidates should think about how thechannels worked well together, and write their own thoughts on the different audiences thatthey are better suited to.


When candidates are looking at the task on funnels, they may want to think about thedigital journey and buying process the audience takes for the products/services, and thenapply it to the digital journey they may take online.

http://mashable.com/http://www.smartinsights.com/blog/http://econsultancy.com/bloghttp://www.marketingprofs.com/marketing/libraryhttp://www.marketingprofs.com/marketing/libraryhttp://econsultancy.com/bloghttp://www.smartinsights.com/blog/http://mashable.com/


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Re-marketing is a great way to engage with people later if they don’t engage with the initialcampaigns. Explore the potential of this for the chosen organisation.

There is a new generation of marketing automation tools that are helping to save time,automate parts of marketing and increase revenue. Research a range of tools that are suited

to the organisation, and recommend one to the management team.

Task 3 Converting and optimising campaigns

It is important to set goals for the campaigns and have a way to track which of thechannels/campaigns are achieving the goals. Candidates should explore how they can dothis and present something regularly back to the management team, with theirrecommendations on the actions they may need to take to optimise and increaseconversions.

Select a paid digital media channel not used in Task 1. Candidates should think about all

aspects of optimisation of the channel, best practice and how best to use features availableto them.

There are many freely available tools that help identify demand, trends and open statisticson sites like YouTube which shows emerging trends. Candidates should try the tools that arerelevant to the product, industry and target audience, and present the results with anexplanation of how the information could help in increasing conversions for futurecampaigns.


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CAM Diplomas: GradeDescriptors Level 4

Concept 40% Application 30% Evaluation 20%Time Managementand Presentation

10%

Grade A

This grade is given forwork that meets all ofthe assessment criteriato secure at least 70%and demonstrates acandidate’s ability to:

develop appropriateresearch strategies forsecondary research

selectively identify valid andrelevant information from a

wide range of relevantsources for the discipline

evidence comprehensiveknowledge andunderstanding

constructively consider andeffectively analyse a widerange of information for aspecified task

produce well-structured,coherent and detailedarguments in response toa given brief, usingmarketing terminologyfluently

evidence insight,understanding andapplication of keyprinciples

express ideaspersuasively, applyappropriate terminologyand concepts accurately

apply a wide variety ofillustrative examples tounderpin concepts used

draw valid conclusionsand make informedrecommendations

reflect and evaluate ownlearning across module

and assess how this willaffect current and futurepractice

plan, review andcomplete work withinthe specifieddeadlines/time andproduce work of anexceptional and

professional standardof presentation,format and tone

Grade B

This grade is given forwork that meets all of

the assessment criteriato secure at least 60%and demonstrates acandidate’s ability to:

develop an appropriateresearch strategy for

secondary research

identify valid and relevantinformation from a suitablerange of relevant sources forthe discipline

evidence detailed knowledgeand understanding

consider and analyse arange of information for aspecified task

produce logical argumentsin response to a given

brief, using marketingterminology correctly

evidence soundunderstanding andapplication of keyprinciples

express ideas clearly,applying appropriateterminology and conceptsaccurately

apply a variety ofexamples to illustrate

findings

draw reliable conclusionsand make sound

recommendations

reflect and evaluate ownlearning on aspects ofthe module and assesshow this will affectcurrent and futurepractice

plan, review andcomplete work within

the specifieddeadlines/time andproduce work to ahigh standard ofpresentation, formatand tone

Grade C

This grade is given forwork that meets enoughof the assessmentcriteria to secure atleast 50% anddemonstrates acandidate’s ability to:

develop an appropriateresearch strategy forsecondary research

identify relevant informationfrom a minimum number ofsources for the discipline

evidence a satisfactory levelof knowledge andunderstanding

analyse a minimum numberof sources of information fora specified task

produce arguments inresponse to a given brief,using sufficient marketingterminology

evidence a basicunderstanding andapplication of keyprinciples

outline ideas and conceptsusing appropriateterminology

apply examples to supportfindings

draw limited conclusionsand make somerecommendations

reflect and evaluate ownlearning on aspects ofthe module and assesshow this will affectfuture practice

complete work withinthe specifieddeadlines/time andproduce work of anacceptablepresentation, formatand tone

Grade D

This grade is given forborderline work thatdoes not meet enoughof the assessmentcriteria to secure a passand is within the band45-49%. This may bedue to:

an inability to develop anappropriate researchstrategy for secondaryresearch

insufficient sources ofinformation being used tounderpin research for thediscipline

repeating case materialrather than evidencingknowledge

a lack of detail andargument when analysinginformation for a specifiedtask

limited use of marketingterminology

a lack of basicunderstanding andapplication of keyprinciples

insufficient use ofterminology and/orincomplete grasp of keyconcepts

limited use of examples to

support findings

superficial conclusionsand recommendationswhich lack depth andinsight

little evaluation oflearning and/or impacton future practice

work not beingcompleted within thespecifieddeadlines/time anderrors in presentation,format and tone

april 2016 digital marketing essentials final

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