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ASSIGNMENT BRIEFQUALIFICATION: PEARSON BTEC HND IN BUSINESSUnit code: R/508/0538Unit level: 5TQT: 150 | Credit value: 15
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BTEC Higher National Diploma in BusinessCentre Code: 01018
Aims & Objectives of the ModuleThe 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:
Essential Unit Contents
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environmentThe digital environment:
Opportunities of digital marketing:
Challenges and impacts of digital marketing:
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channelsDigital tools, platforms and channels:
LO3 Determine how to organise digital marketing activities and build multi-channel capabilities in an organisationDigital marketing activities:
LO4 Evaluate methods of monitoring and measuring digital marketing effectivelyMonitoring and measuring techniques:
TASK 1Learning outcomesIn 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.
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
Business Case / Scenario Covering LO1, LO2, LO3 & LO4You 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:
Part 2: Digital Marketing Plan:
Submission FormatYour 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 CriteriaThis 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 multi-channel capabilities.
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.
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