2.dm planning

CAM Marketing and Consumer Behaviour January to June 2011

CAM Diploma

126 – Digital Marketing Planning

Assignment Brief and Mark Scheme

December 2013

Candidates must answer ALL tasks. CAM Regulations All CAM qualifications are awarded by the CIM Awarding Body and

CIM policies and regulations apply to all CAM candidates and Accredited Study Centres. Candidates must ensure that they are CAM studying members and have registered for this assignment by the required CAM/CIM deadline (printed on page six of the guidance notes). Once booked, if candidates later find that they are unable to submit to the December 2013 session they will need to book and pay again to submit to the March 2014 session. Fees are not transferable between sessions and extensions to the published deadline dates will only be considered on medical grounds. If an assignment is received from a candidate who has not booked by the above closing date, the relevant assignment entry fee will be raised along with a £100 late entry fee.

Candidate Declaration

Candidates must adhere to the CAM/CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assignment and include the following declaration statement on the front cover of the assignment: ‘I confirm that in forwarding this assignment for marking, I understand and have applied the CAM/CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and Harvard referencing has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assignment to CIM in accordance with the regulations.’

© CAM Foundation 2013

CAM Digital Marketing Planning Assignment Brief December 2013

Guidance notes for candidates These guidance notes refer to all CIM 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 regarding the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone at www.cimlearningzone.co.uk. Each assignment must be completed individually. 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. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates may choose to opt out by ticking the box on the assignment/project front sheet, indicating they have not given CIM permission to use the work for any other purpose. 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 after 12 months. Assignment criteria and mark schemes The assignment brief includes the assessment criteria and mark scheme, together with guidance notes. The guidance notes indicate the types of information and the format that are required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Assessment criteria and mark schemes are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the assessment criteria and mark schemes where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation application concept presentation. The weightings of these elements are used to inform grades within a level and differentiate between levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level.

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


Relative weightings Concept Application Evaluation Presentation

Introductory Certificate in Marketing

45% 30% 15% 10%

Professional Certificate in Marketing

40% 30% 20% 10%

Professional Diploma in Marketing

30% 30% 30% 10%

Chartered Postgraduate Diploma 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 feedback on ONE draft of an assignment and/or answer specific subject-related questions related to the assignment. Feedback given will be focused around the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors in relation to the candidates’ chosen organisation. As tutors are not part of the official CIM marking process, they are not in a position to indicate possible grades through verbal feedback. Candidates should not submit their completed assignment to their tutor to request guidance for improvement as tutors cannot review completed assignments and return these to candidates with suggested changes. Evidence of an Accredited Study Centre doing this will result in the assignment being sent back unmarked. Word count policy The total number of words used for the whole assignment must be indicated on the front cover of the assignment. Pages must be numbered for ease of reference. Candidates must comply with the recommended word count, within a margin of -/+10%. For some tasks a specified number 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 individual assignment 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 word count or number of pages will apply.


When a task requires candidates to produce presentation slides, with supporting notes, the word count applies to the supporting notes only. Where a task requires candidates to work to a specific format, for example, PowerPoint slides, candidates must refer to the specific brief’s guidance notes. Where candidates’ work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a final decision is made on whether the assignment will be assessed. It is important that candidates adhere to the word count policy, as assignments that exceed the recommended word count, or number of pages, may be declared null and void and the candidate will be asked to complete and submit a new assignment. Presentation Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (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 PowerPoint slides into Word documents is available on the CIM Learning Zone www.cimlearningzone.co.uk website. 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. No marks are awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature, etc. 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 websites) 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 as part of the CIM requirements must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged. Plagiarism and collusion Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. 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 mere coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their 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 will be penalised and their assignment may be declared null and void. 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 www.cimlearningzone.co.uk website. In submitting the assignment for this unit, and completing the relevant declaration statement, the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidates’ own. If a tutor 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 been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and plagiarism detection software may be used. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate’s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validity checks 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 or put in a wallet of any kind. 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 each candidate’s assignment to CIM. Final grades Final grades will be sent to candidates within three months of the CIM deadline.



Assignment deadlines CIM has strict deadlines for Accredited Study Centres. December 2013 assignment session In order to submit to this session, candidates must register by the deadline: 27 September 2013 (online: 4 October 2013). Candidates must submit the assignment by their Accredited Study Centre’s deadline, which will be different to CIM’s deadline. It is the candidate’s responsibility to contact the tutor for the submission deadline. A candidate’s Accredited Study Centre must submit the assignment and accompanying paperwork to be received by CIM no later than the CIM deadline: 6 December 2013 Results released: February 2014


DIGITAL MARKING PLANNING

ANSWER ALL TASKS Developing a digital marketing plan Role and scenario In your role as Digital Marketing Assistant in your organisation, or a suitable organisation of your choice, you have been asked by the Digital Marketing Manager to contribute to the development of a 12-month digital marketing plan for your online offering. This should be considered in relation to the organisation’s broader marketing and corporate goals and objectives. You should make it clear how the digital marketing plan supports the higher level organisational and marketing objectives. You are required to contribute to the development of a digital marketing plan, with appropriately justified ideas, in the context of ONE of the following scenarios: making a contribution to a significant increase in customer engagement and retention

within your own organisation, or a suitable organisation of your choice OR making a contribution to a significant increase in customer engagement and retention

within a not-for-profit making organisation that you are familiar with. Context Within your role, you are required to produce a report that will initially review the existing digital marketing strategies and tactics of your chosen organisation. Based on this work, you will then be required to develop and articulate a realistic and relevant digital marketing plan around the digital marketing mix related to one of the scenarios above. Your plan should be developed for a 12-month period. Tasks Preparatory work Briefly describe the existing core digital marketing activities of your chosen organisation,

including its current online strategy and tactics (including its online mix – 4Ps, use of social media, revenue models, online customer service and e-CRM), in relation to its target market and main competitors.

Undertake a digital marketing audit on the organisation’s current position. This will

provide the evidence base for the development of the digital marketing plan in the selected scenario. You are expected to select suitable planning analytical tools and utilise credible data sources and literature. The audit should also include a clear profile of the target market(s).

The findings generated must be included in the appendix to your digital marketing plan

(five sides of A4 maximum, no marks allocated).


Task One You are asked to prepare a report, based on your audit, that: briefly analyses the online offerings of ONE major competitor of your chosen organisation

identifies the strengths and weaknesses of the interaction, personalisation and dialogue

contained within your chosen organisation’s online presence evaluates the distinctiveness of your organisation’s online presence in the areas outlined

above, compared with that of the major competitor outlines a profile of your chosen organisation’s main target market(s), using internal and

external data, that highlights their key characteristics, online behaviour, other media consumption habits, lifestyle, and wants and expectations, developed from the preparatory work

identifies key objectives for your chosen organisation’s future digital strategy, linked to

your chosen scenario

based on the information gathered and any objectives identified, presents an outline digital marketing plan that will effectively deliver the key objectives identified

outlines the tactical aspects of the digital marketing mix that will enable the organisation

to either move to the next level of ‘web presence’ or improve its performance at the current level.

Word count: 3,000 words maximum

Appendices: Audit findings – five sides of A4 maximum

Task Two Produce a briefing paper for your Digital Marketing Manager to take to the Marketing Director that: evaluates the benefits of the digital planning process for the organisation of your choice

recommends TWO improvements that should be made to the process currently used in

the organisation.

Word count: 1,000 words maximum


ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CAM Examiner’s

Mark

CAM Moderated

Mark

TASK ONE

Brief analysis of the online offerings of ONE major competitor of the chosen organisation

Identification of the strengths and weaknesses of the interaction, personalisation and dialogue contained within the chosen organisation’s online presence

Evaluation of the distinctiveness of the organisation’s online presence in the areas outlined above, compared with that of the major competitor

20

Outline of a profile of the chosen organisation’s main target market(s), using internal and external data, that highlights their key characteristics, online behaviour, other media consumption habits, lifestyle, and wants and expectations, developed from the preparatory work

10

Identification of key objectives for the chosen organisation’s future digital strategy, linked to the chosen scenario

Based on the information gathered and any objectives identified, presentation of an outline digital marketing plan that will effectively deliver the key objectives identified

Outline of the tactical aspects of the digital marketing mix that will enable the organisation to either move to the next level of ‘web presence’ or improve its performance at the current level

40

TASK TWO

Evaluation of the benefits of the digital planning process for the chosen organisation

10

Recommendations of TWO improvements that should be made to the process currently used in the organisation.

10

FORMAT AND PRESENTATION

Relevance to the tasks Use of supporting concepts and frameworks Professional tone and required format Harvard referencing

10

Total Mark 100

Marked by Date PRINT NAME

Senior Examiner Date PRINT NAME


Developing a digital marketing plan Guidance notes Candidates undertaking this assignment are expected to focus their efforts on carrying out an analysis of the organisation’s online marketing provision, together with the development of target market profiles and an evaluation of key competitor offerings. With this information, candidates are required to produce an appropriate digital marketing mix for their chosen scenario that will form the basis of a digital marketing plan. Candidates may apply existing organisational objectives or strategies, or briefly outline their own. The digital marketing plan should be contextualised around ONE of the following two scenarios: making a contribution to a significant increase in customer engagement and retention

within the candidate’s own organisation, or a suitable organisation of their choice

OR making a contribution to a significant increase in customer engagement and retention

within a not-for-profit making organisation that the candidate is familiar with. The chosen scenario should provide the candidate with the opportunity to analyse the organisation’s current online presence and enable the development of a proposed plan within a relevant timescale as stated (12-month plan). As with any plan, marketing decision-makers must consider how the plan can be implemented, and anticipate any problems in its execution. The candidate is required to review aspects of the planning process from both a theoretical and a practical perspective. Preparatory work Evaluating the digital marketing provision Marketing focuses on the needs and wants of the customer and must attempt to understand buyer behaviour and motivations: it is no different in digital marketing. The preparatory work requires the candidate to analyse and evaluate the online behaviour of their target market, using segmentation and profiling techniques. The candidate should evaluate the organisation’s key competitors (how the chosen organisation compares in all aspects of its digital marketing activities) and its current market position. This evaluation should be based on the application of marketing analysis tools in the context of the internal and external marketing environment, including PESTEL, SWOT and other appropriate online marketing tools. Candidates will be expected to research and evaluate the online presence of the chosen organisation. The candidate should also carry out a competitor analysis, using information drawn from internal and external sources. Candidates should incorporate information from recognised and credible providers, as well as relevant literature references. The evidence generated will provide the platform for the development of a digital marketing mix to inform the digital marketing plan, and should be relevant to the chosen scenario, including any objectives and strategies cited. The audit should be no more than five sides of A4, font size 11, or font size 9 for text used in diagrams, tables and illustrations.


Task One Context The formulation of the report will be based on the assessment of the organisation’s current position. In particular, the report should focus on the needs and wants that emerge, and contribute to the development of a digital marketing plan. This plan must be designed to make a contribution to a significant increase in customer engagement and retention, EITHER for the candidate’s own organisation (or a suitable organisation of their choice) OR for a not-for-profit organisation that the candidate is familiar with. The objectives for the digital plan should be considered in the context of the organisation’s corporate and broader marketing objectives. The plan will be set within the timescale of the chosen scenario (12-months) and should include brief objectives, strategies and tactics. From this, the candidate should decide on the strategic route for the organisation and develop appropriate tactics to achieve the objectives. The plan should include: evaluation and implementation of appropriate internet and other pertinent digital tools,

with an emphasis on customer engagement and retention within the 12-month campaign schedule

key digital metrics for performance measurement and evaluation. Task Two Candidates should produce a briefing paper on how the digital marketing planning process can assist the development of a digital marketing plan designed to contribute to: a significant increase in customer engagement and retention within the candidate’s own

organisation, or a suitable organisation of their choice OR a significant increase in customer engagement and retention within a not-for-profit

organisation that the candidate is familiar with. The briefing paper should review and discriminate between literature based on traditional marketing planning processes and emerging digital planning models, and show how both can contribute to the process. The briefing paper should clearly evaluate the benefits of the planning process before recommending two improvements to the process used by the organisation. When justifying the improvements in line with objectives and strategies, candidates must set this in the context of their selected scenario. Presentation The report format for this assignment should present information in a concise, clear and well structured way. It is important that the information is presented in a way that is easy to understand and interpret, so the key elements of a successful digital marketing plan must be clearly evident, well organised, logical and justified by research. Good report writing skills assist decision makers in analysing business situations and selecting appropriate strategies and tactics. In this assignment, the format should lend itself to the specific requirements of the tasks and the reporting role in the scenario of the Digital Marketing Assistant. Candidates


should pay particular attention to the assessment criteria weighting in the marking scheme. In addition, the assignment must be presented in the context of one of the scenarios. Please refer to the Learning Zone for further information about report writing.

CAM Diplomas: Grade Descriptors Level 4

Concept 40% Application 30% Evaluation 20% Time Management and Presentation

10%

Grade A

This grade is given for work that meets all of the assessment criteria to secure at least 70% and demonstrates a candidate’s ability to:

develop appropriate research strategies for secondary research

selectively identify valid and relevant information from a wide range of relevant sources for the discipline

evidence comprehensive knowledge and understanding

constructively consider and effectively analyse a wide range of information for a specified task

produce well-structured, coherent and detailed arguments in response to a given brief, using marketing terminology fluently

evidence insight, understanding and application of key principles

express ideas persuasively, apply appropriate terminology and concepts accurately

apply a wide variety of illustrative examples to underpin concepts used

draw valid conclusions and make informed recommendations

reflect and evaluate own learning across module and assess how this will affect current and future practice

plan, review and complete work within the specified deadlines/time and produce work of an exceptional and professional standard of presentation, format and tone

Grade B

This grade is given for work that meets all of the assessment criteria to secure at least 60% and demonstrates a candidate’s ability to:

develop an appropriate research strategy for secondary research

identify valid and relevant information from a suitable range of relevant sources for the discipline

evidence detailed knowledge and understanding

consider and analyse a range of information for a specified task

produce logical arguments in response to a given brief, using marketing terminology correctly

evidence sound understanding and application of key principles

express ideas clearly, applying appropriate terminology and concepts accurately

apply a variety of examples to illustrate findings

draw reliable conclusions and make sound recommendations

reflect and evaluate own learning on aspects of the module and assess how this will affect current and future practice

plan, review and complete work within the specified deadlines/time and produce work to a high standard of presentation, format and tone

Grade C

This grade is given for work that meets enough of the assessment criteria to secure at least 50% and demonstrates a candidate’s ability to:

develop an appropriate research strategy for secondary research

identify relevant information from a minimum number of sources for the discipline

evidence a satisfactory level of knowledge and understanding

analyse a minimum number of sources of information for a specified task

produce arguments in response to a given brief, using sufficient marketing terminology

evidence a basic understanding and application of key principles

outline ideas and concepts using appropriate terminology

apply examples to support findings

draw limited conclusions and make some recommendations

reflect and evaluate own learning on aspects of the module and assess how this will affect future practice

complete work within the specified deadlines/time and produce work of an acceptable presentation, format and tone

Grade D

This grade is given for borderline work that does not meet enough of the assessment criteria to secure a pass and is within the band 45-49%. This may be due to:

an inability to develop an appropriate research strategy for secondary research

insufficient sources of information being used to underpin research for the discipline

repeating case material rather than evidencing knowledge

a lack of detail and argument when analysing information for a specified task

limited use of marketing terminology

a lack of basic understanding and application of key principles

insufficient use of terminology and/or incomplete grasp of key concepts

limited use of examples to support findings

superficial conclusions and recommendations which lack depth and insight

little evaluation of learning and/or impact on future practice

work not being completed within the specified deadlines/time and errors in presentation, format and tone

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