Assignment Brief

Qualification

Unit number and title

Pearson BTEC Higher National Diploma in Business (rqf)

24. Digital Marketing (level 5)

Internal Verifier

Unit Tutor

Date issued

Submission date

Assignment Title

An Omni-Channel Digital Marketing Plan

Learning outcome and assessment criteria

Pass

Merit

Distinction

LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment

LO1 & 2

D1 Demonstrate critical analysis and evaluation of the digital marketing landscape and the e-commerce activities in a specific organisation context with comparison to another.

P1 Present an overview of the digital marketing landscape and compare online and offline marketing concepts.

P2 Determine and analyse the key consumer trends and insights that are fuelling the growth of digital marketing.

M1 Evaluate the opportunities and challenges facing the digital marketing landscape.

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.

P4 Examine the development of
e-commerce and digital marketing platforms and channels in comparison to physical channels.

M2 Critically analyse the use of automated and non-automated sales activities, in a specific organisation context to meet their marketing requirements.

LO3 Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation

LO3 & 4

D2 Develop a coherent and logical digital marketing strategy and determine its implications. critically analyse the implementation of the omni-channel plan and its challenges in context of selected organization.

P5 Develop a digital marketing plan and strategy to build
multi-channel capabilities.

P6 Explain how omni-channel marketing has evolved.

M3 Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.

LO4 Evaluate methods of monitoring and measuring digital marketing effectively

P7 Determine and evaluate the measurement techniques and performance metrics in digital marketing.

P8 Present a set of actions to improve performance in digital marketing.

M4 Critically evaluate application of key digital measurement techniques and performance metrics used in digital marketing.

Submission Format

The submission is in the form of a report; a 10-minute group pitch (PowerPoint presentation) and 5 minutes allocated for questions; presentation evaluation; a reflective statement; and a case study report.

The reports and reflective statement should be written in a concise, formal business style using single spacing and font new times roman and size 12. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is specified.

The presentation slides (at least 10 slides) for the findings should be submitted with speaker notes as one copy. You should deliver your campaign in the form of a presentation using visuals of what elements would look like (e.g. use of story boards, mock-up of apps, images for slogans etc). You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system. The recommended word limit is specified. Provide ‘presentation evaluation’ after presenting the work to document your experience, questioning session and teacher’s feedback of the presentation.

Assignment Scenario and Guidance

Scenario 

Digital marketing is any form of marketing products or services that involves electronic devices. Is it just another one of those new, fancy buzzwords or is it the real deal? First popularized as a term in the early 2000’s, digital marketing has actually been around much longer, about 100 years longer: In 1896 Guglielmo Marconi was the first human to demonstrate a, “public transmission of wireless signals.”

Research the business sector of Pakistan and select two organisations: for task 1 you will select a company which uses a wide range of digital marketing channels; for task 2, select a company with no or minimal/limited digital presence. Study the marketing function of the organisations to undertake the following tasks.

Task 1 - (LO1 and LO2) - Guidance

Define what digital marketing means and provide an overview of the digital marketing landscape. Compare online and offline marketing concepts. Determine and analyse the key consumer trends and insights that are leading to a rise in effective digital marketing. Evaluate the opportunities (such as rise in online consumer power) and challenges (such as negative publicity, shift from suppliers to customers and eventual shift from brands and experience of the brand) facing the digital marketing landscape. Study and briefly introduce the organisation selected. Analyse the digital presence of this organisation and evaluate the opportunities and challenges it faces because of its online marketing.

Assess the key digital hardware and tools available to marketers in contrast to ‘brick and mortar’ and other physical channels. Examine the speed and success with which these platforms and channels have developed for revenue generation and globalisation, as compared to physical channels. Identify the role of different automated and non-automated sales and support activities within the selected organization. Critically analyse the use of these tools in meeting marketing requirements for your organisation.

After a comprehensive examination of digital marketing generally and with reference to your selected organisation, demonstrate critical analysis and evaluation of the digital marketing landscape and the impact of the growth of e-commerce in context of the selected organisation. Think of a digitally active international organization (i.e. Amazon, Netflix, or etc.) and compare the selected organization’s ecommerce and digital marketing operations with it. Assess the efficiencies and loopholes in selected organization’s ecommerce and digital marketing, and provide realistic solutions.

Task 2 - (LO3 and LO4) – Guidance

For the second organisation selected in the scenario, you have been tasked to design a digital marketing plan as a case study. The plan should include different digital marketing campaigns designed by you using multi-channel capabilities, servicing multiple devices, linking of analytics across the different channels to measure and evaluate success, and the use of marketing metrics for specific channel traffic.

The case study should include:

• a brief introduction of the business,
• the significance of omni-channel marketing for the success of this business,
• design a few digital campaigns to be implemented in selected organization using multi-channel capabilities, justification of the multi-channel capabilities and how they will optimise consumer engagement and generate high return on investment (ROI),
• design at least one digital marketing campaign for organization to provide customised and personalised products and services
• marketing strategy based on the approved campaign design including a budget and schedule for implementation,
• actions to be implemented and to improve effectiveness of digital marketing using performance metrics.
• identify the challenges of implementing Omni-channel marketing plan for your selected organization and evaluate whether multi-channel and integrated marketing techniques are more effective than single-channel marketing or not (you can use examples of real-life organizations for comparison)

The digital marketing strategy and campaign should be coherent and logical, aimed at achieving the business objectives. Present your findings in a PowerPoint presentation.

Evidence checklist

Summary of evidence required by student

Task 1

Report (2000-2500 words).

Task 2

Case Study Report with Digital Marketing Campaign (2500-3000 words). PowerPoint Presentation, Presentation Evaluation (300 words), Speaker Notes (1000 words)