LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels

Unit 24: Digital Marketing 

ASSIGNMENT BRIEF
QUALIFICATION: PEARSON BTEC HND IN BUSINESS
Unit code: R/508/0538
Unit level: 5
TQT: 150 | Credit value: 15

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BTEC Higher National Diploma in Business
Centre Code: 01018

Module Information

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.

Learning Outcomes:
By the end of this unit, a student will be able to:

1. Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
2. Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
3. Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
4. 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.

Assignment Tasks

TASK 1
Learning outcomes
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.

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:

1. An overview of the digital marketing and comparison of online and offline marketing concepts and analyse the factors that contributing digital marketing growth;
2. Analyse the challenges the chosen organisation might have to face while switching to digital marketing;
3. Assess and critically analyse the key digital tools & platforms available to marketers as compare to physical channels.
4. Examine & critically analyse the digital marketing landscape and the impact of the growth of e-commerce.
5. An explanation of how and why omni-channel marketing has developed.

Part 2: Digital Marketing Plan:

1. 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.

1. Justification of the chosen multi-channel capabilities to be used, and how they will optimise consumer engagement and return on investment (ROI).
2. Using data to inform and develop customised and personalised products and services.
3. Actions to be implemented to improve effectiveness of digital marketing using performance metrics and critically evaluate it.

Submission Format
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.

Grading Criteria
This table outlines requirements for each grade (i.e. Pass, Merit or Distinction).

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