Unit 24 Digital Marketing
Unit 24: Digital Marketing
BTEC Higher National Diploma in Business
|QUALIFICATION: PEARSON BTEC HND IN BUSINESS|
|Unit 24: Digital Marketing|
|Unit code: R/508/0538||Unit type: Optional|
|Unit level: 5||Credit value: 15|
|Assessor / Tutor: Fayyaz Alam||Internal Verifier: Muhammad Ismail|
|Assignment Approval Date: 25th Aug 2019||Date issued to Students: 16th Sep 2019|
|Draft Submission Date: 21st Oct 2019|
|Final Submission Date: 14th Dec 2019|
Centre Code: 01018
Module Information. 3
Aims & Objectives of the Module. 3
Learning Outcomes: 3
Essential Unit Contents 4
Assignment Tasks 6
TASK 1. 6
Learning outcomes 6
Business Case / Scenario Covering LO1, LO2, LO3 & LO4. 6
Submission Format 8
Grading Criteria. 8
Assignment Format/Style. 10
Assignment Content 10
Assessment and Grading. 11
Assignment Submission. 11
Assignment Feedback. 12
Student Guide to Writing an Assignment 12
Bibliography / References 12
Recommended Reading: 12
Student Assessment Submission and Declaration. 14
Aims & Objectives of the Module
The aim of this unit is to introduce students to the major developments taking place in digital marketing. It will enable students to develop an understanding of how organisations use various digital tools and techniques to engage their customers and maintain a competitive advantage. This unit is designed to provide students with the knowledge and tools to work as part of a digital marketing team or go on to study more in this specific area.
Digital marketing is now a major component of all successful marketing organisations. However, with the landscape continually evolving, it is important for marketers to stay ahead of their competitors and deliver cutting-edge digital marketing approaches and strategies.
By the end of this unit, a student will be able to:
- Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
- Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
- Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
- Evaluate methods of monitoring and measuring digital marketing effectively
Essential Unit Contents
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment
The digital environment:
· Define what we mean by digital marketing providing an overview of the digital landscape.
· The differences between online and offline marketing concepts.
· Describe the key benefits of digital marketing.
Opportunities of digital marketing:
· The importance of customer insight and understanding in developing effective digital marketing activities.
· Rise of online consumer power.
Challenges and impacts of digital marketing:
· The shift from brands and suppliers to customers and their experience of the brand.
· The impact of negative publicity and meeting customer expectations in the digital age.
· How to track and monitor the multitude of different devices used by customers.
· The competitive environment and rising above the ‘noise’.
· The growth of ‘micro-moments’ and their impact on business.
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels
Digital tools, platforms and channels:
· The use of digital platforms and the internet for revenue generation.
· The role of digital marketing communications in relation to the 7Ps.
· Different types of digital tools and digital hardware to support and enhance marketing.
· Consumer life-cycle stages of digital adoption.
· The growth of online transactions and e-commerce.
· The role of different automated and non-automated sales and support activities.
LO3 Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation
Digital marketing activities:
· The opportunities and challenges of a digital hardware landscape and the development of multi-channel platforms and online interchanges.
· Digital marketing campaigns planning.
· The use of omni-channel marketing to ensure the consistency of the consumer experience in every aspect.
LO4 Evaluate methods of monitoring and measuring digital marketing effectively
Monitoring and measuring techniques:
· Measurement of digital campaigns using KPIs, measurable metrics and use of analytics platforms.
· Procedures used for measuring digital campaigns.
· Performance measures using online metrics.
· Populations measures.
In order to pass this unit, the assignment (that you present for assessment) needs to demonstrate that you can meet all the learning outcomes listed below.
|· LO1||Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.|
|· LO2||Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.|
|· LO3||Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.|
|· LO4||Evaluate methods of monitoring and measuring digital marketing effectively|
Business Case / Scenario Covering LO1, LO2, LO3 & LO4
You have been recently recruited as “Digital Marketing Consultant” for a local organisation; you may choose an organisation of your choice or preferably organisation where you work.
In the first meeting with the marketing director of the chosen organisation, he has informed you that the organisation always relied on traditional marketing strategies such as advertising in local and national newspapers, editorials in specialist magazines and advertising campaigns through FM radio. He has noticed that due to paradigm shift in marketing strategies from traditional to digital, the old strategies are not bringing expected results and the sales are going down every year.
He wants to have digital marketing presence of the organisation besides traditional and has given this task to you to design a comprehensive digital marketing campaign for them.
The campaign should include servicing multiple devices, linking of analytics across the different channels to measure and evaluate success, the use of marketing metrics for specific channel traffic, and how to identify customers and personalise their experiences using marketing analytics.
You need to prepare a formal report to be presented to the board of directors of the chosen organisation and your report should cover the following:
Introduction to the chosen organisation;
Part 1: An overview of digital & traditional marketing:
- An overview of the digital marketing and comparison of online and offline marketing concepts and analyse the factors that contributing digital marketing growth;
- Analyse the challenges the chosen organisation might have to face while switching to digital marketing;
- Assess and critically analyse the key digital tools & platforms available to marketers as compare to physical channels.
- Examine & critically analyse the digital marketing landscape and the impact of the growth of e-commerce.
- An explanation of how and why omni-channel marketing has developed.
Part 2: Digital Marketing Plan:
- Develop a coherent and logical digital marketing strategy and determine its implications. Generate an actionable measurement framework that can be applied in context of chosen organisation.
· Designing and implementing a digital marketing campaign for the organisation using multi-channel capabilities and applying tools and techniques to plan an end-to-end omni-channel marketing campaign.
- Justification of the chosen multi-channel capabilities to be used, and how they will optimise consumer engagement and return on investment (ROI).
- Using data to inform and develop customised and personalised products and services.
- Actions to be implemented to improve effectiveness of digital marketing using performance metrics and critically evaluate it.
Your findings should be presented in a Report Format to the Board of Directors of the chosen organisation in a formal report style. Your report should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 3,000(+ /- 10%) words, although you will not be penalised for exceeding the total word limit.
This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).
|LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.||LO1 and 2 D1: Demonstrate critical analysis and evaluation of the digital marketing landscape and the impact of the growth of e-commerce.|
|P1: Present an overview of the digital marketing landscape and compare online and offline marketing concepts.||M1: Evaluate the opportunities and challenges facing the digital marketing landscape.|
|P2: Determine and analyse the key consumer trends and insights that are fuelling the growth of digital marketing.|
|LO2: Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.|
|P3: Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels.||M2: Critically analyse the use of appropriate digital tools, both hardware and software, to use in a specific organisation context to meet their marketing requirements.|
|P4: Examine the development of e-commerce and digital marketing platforms and channels in comparison to physical channels.|
|LO3: Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.|
P5: Develop a
digital marketing plan and strategy to build |
|M3: Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.||LO3 & 4 D2: Develop a coherent and logical digital marketing strategy and determine its implications. Generate an actionable measurement framework that can be applied in an organisational context.|
|P6: Explain how omni-channel marketing has evolved.|
|LO4: Evaluate methods of monitoring and measuring digital marketing effectively.|
|P7: Determine and evaluate the measurement techniques and performance metrics in digital marketing.||M4: Critically evaluate application of key digital measurement techniques and performance metrics used in digital marketing.|
|P8: Present a set of actions to improve performance in digital marketing.|
Produce an informal report/paper that addresses all the tasks in the assignment brief. You are encouraged to use diagrams or tables to illustrate and reinforce your findings, using single space and font size 12. Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. (Please do not copy and paste information).
· Fully completed assignment cover page
· Title page
· Table of contents
· Main body of the report clearly identifying the separate outcomes and assessment criteria
· Conclusion and recommendations (if relevant)
· References and bibliography
· Appendices only if relevant and necessary
The assignment brief includes headings relevant to the unit outcomes, read and follow the tasks listed under each heading and this will make certain that you cover all the outcomes and assessment criteria to achieve the unit.
Assessment and Grading
Read the assessment grading criteria before attempting the assignment tasks, as it contains important information about how you should approach your assignment and how grading is applied in order for you to achieve a pass, merit or distinction.
All assignments must be submitted by the agreed date, via MOODLE. Assignments submitted late, but with permission, will be marked as a pass only. Assignments submitted late, without permission, will not be marked until the end of the year, or the next time the unit is scheduled.
Please ensure that your assignment is
attached to the assignment submission receipt and that you read and sign the
statement confirming authenticity. Check that all relevant fields are completed
fully before submission.
Once the assessor has marked your assignment, you will receive written feedback, either confirming that you have met the required standard and grade awarded, or that you have not yet met the standard and what you need to do to make the necessary improvements. Please note that achieved and confirmation of grades is provisional until signed off by the Internal Verifier.
Student Guide to Writing an Assignment
This is an assignment guide to help support you while completing your BTEC Assignments.
· Assignment writing guidance
· Referencing guidance
Bibliography / References
Please list down “works cited” within the framework of enumerative bibliography – a list of references to key articles and texts. Verify each reference carefully; the references must correspond to the citations in the text. The list of references should start on a new page and be listed alphabetically by the name of the author(s) and then by year, chronologically. Only the first author’s name is inverted. The name of each author and the title of the citation should be exactly as it appears in the original work. More Information can be found in the College MOODLE in the General Information about the Harvard Referencing.
must consult College and local national library facilities. In addition, they
need to read the broadsheet press and weekly business magazines regularly. You
should also use relevant internet sites regularly and identify key influences
and recent and relevant research with regard to your subject area. You should read topical case studies and read
about national campaigns and government initiatives in your area of interest. Following
is the list of indicative resource materials
Check the list of recommended books for your further reading
· CHAFFEY, D. and ELLIS-CHADWICK, F, (2012) Digital Marketing: Strategy, Implementation and Practice. 5th Ed. Harlow: Pearson.
· CHAFFEY, D. and SMITH, P. (2012) e Marketing eXcellence: Planning and Optimising your digital Marketing. 4th Ed. Abingdon: Routledge.
· HEMANN, C. and BURBARY, K. (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Publishing.
· Emerald Insight
· International Marketing Review
Check the list of recommended links for your further reading
· Unit 2: Marketing Essentials
· Unit 22: Product and Service Development
· Unit 23: Integrated Marketing Communications
Unit 41: Brand Management
Student Assessment Submission and Declaration
When submitting evidence for assessment, you must sign a declaration confirming that the work is your own.
|Student Name:||Assessor name:|
|Issue date:||Submission date:||Submitted on:|
|Programme:||BTEC Higher National Certificate in Business|
|Unit:||Unit 24: Digital Marketing|
Plagiarism is a form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all your sources of materials for material you have used in your work, including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if you need any further advice.
|Student declaration I certify that the assignment submission is entirely my own work. I fully understand the consequences of plagiarism. I understand that making a false declaration is a form of malpractice.|