HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman

Assignment Structure & Guidelines

PEARSON BTEC (RQF) HND in Business Level 5
Unit Number and Title 34 – Digital Marketing
Academic Year 2022 – 23
Unit Assessor Irza Aiman
Assignment Title Digital Marketing Environment

The submission is in the form of the below mentioned Documents (Can be compiled as one file o n M S
W o r d with Separate Sections).

 Task 1 - A written Report - 1000 to 1500 words

 Task 2 - A written Report - 1000 to 1500 words
 Task 3 - A written Report - 1000 to 1500 words
 Task 4 - A written Report - 1000 to 1500 words

The Assignment should be written in a concise, formal business style maintaining;

 Font – Times New Roman / Arial / Calibri
 Font Size – 11
 Margin space – Standard (Default)
 Line spacing - 1.5
 Headings – Bold (size 14/16)

 All material should be properly referenced using a Harvard Referencing Style.

 Do not forget to add in-text citations (within the assignment) & Bibliography (at the end).
 Do not use any generic images; except company logos, only use relevant engaging
images or infographics.
 Label the figure and add in-text citation for the same – middle align all figures, tables and their
labels.

Context
You are required to conduct research on one Bank and show the importance of digital marketing in helping
organizations to gain new traffic, leads and sales for their business by expanding reach to consumers
looking for products and services.

You are required to work on the Bank mentioned in the scenario (HBL), or you can choose one of your own
interests from banking industry in Pakistan, provided the Bank is essentially from Pakistan and has branches
outside Pakistan.

Pass Merit Distinction

 HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman

Task 1 – LO1
You will investigate the influence of effective digital marketing on your chosen Bank with the help of SWOT
Analysis. You can use other tools as well along with SWOT Analysis to measure how effective the marketing
environment of the Bank is. Conduct an in-depth analysis of the digital environment of the bank and show how
important any digitally influence marketing environment can be for the organizations in today’s corporate
landscape. Analyse both the micro and macro environment of the organization. Micro environment would be
covering customers, suppliers, competitors, organization and intermediaries. Whereas for macro environment
student will use 7p’s of the marketing mix. Critical analysis of effective digital marketing employed by the
organisation to get top grades.

 Choose a bank.
 Give Introduction (heading) of the whole TASK 1 explaining in your own words:
 What the task would contain
 Which bank did you choose and why
 Give heading of your chosen company with its logo and introduce the company along with key
information. (Example given below)

HBL, is a Pakistani multinational bank, with its head office in Habib bank plaza in Karachi, Pakistan. Founded in
1939 by the Habib family, HBL became Pakistan's first commercial bank. In 1951 it opened its first international
branch in Colombo, Sri Lanka. In 1972 the bank moved its headquarters to the Habib Bank Plaza, which became
the tallest building in South Asia at the time. The Government nationalized the bank in 1974 and privatized it in
2003; at that time the Aga khan fund for Economic Development acquired a controlling share.
HBL major shareholding lies with the Aga khan fund for Economic Development (AKFED) which is based in Geneva,
Switzerland.
As of 2018, HBL has 1700+ branches with presence in over 25 countries spanning across four continents. It is the
largest company in Pakistan in terms of assets, and has repeatedly ranked top Pakistani company in the Forbes
Global 2000. It is also Pakistan’s largest commercial bank, with over 1,700 branches

 State the mission, vision and objectives of the chosen company.

 Give an overview of digital marketing, explaining what effective digital marketing is along with
some critical statistics of current digital marketing environment.
 Discuss the importance of digital marketing in current era.
 Conduct a SWOT analysis on the digital environment of your selected bank. (Make sure all your
points are relevant to the digital environmental aspects of your selected bank)
 Conduct Macro environmental analysis of your selected bank using 7ps of Digital Marketing.
 Conduct Micro environmental analysis of your selected bank using the following elements:
- Customers
- Suppliers
- Competitors
- Organizations
- Intermediaries
 Discuss digital environment of your selected bank by providing an in-depth analysis and relating it
with the importance of digital marketing in current era.
 Critically discuss digital environment of your selected bank by providing an in-depth analysis and
relating it with the importance of digital marketing in current era (you may compare the digital
environment of your bank with a rival to comment on the effectiveness of digital marketing
environment of your selected bank)
 HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman

Task 2 – LO2
Evaluate different tools and techniques used by the organization for integrated marketing communication. In order
to evaluate the tools and techniques students can mention SEO, email marketing, video advertising and conversion
rates. Incorporation of integrated marketing communication such as FACEBOOK, TWITTER, LINKEDIN, INSTAGRAM
and their effectiveness in terms of reach, impact and convert. Analysis of the digital marketing communication to
draw valid conclusions for effective marketing of the business. Analysis of integrated marketing approach and its
benefits must be presented to score higher marks.

 Discuss tools and techniques for integrated marketing communication (you can use smart art to
illustrate and then explain the tools and techniques).
 Provide evaluation of the tools and techniques used by your company. (Discuss the importance,
advantage and disadvantage of the tools and techniques)
o This may include:
 SEO
 SEM
 Email Marketing
 Video Advertising
 Conversion Rates
 Traffic
 Leads Generation
Tools:
 Facebook
 Linkedin
 Instagram
 Youtube
 App
 Website
 Evaluate the results of these tools and techniques in terms of producing results for the bank, such
as, reach, impact and conversation rate.
 Critically discuss of these used tools and techniques and their impact results in the effectiveness of
the digital marketing of your chosen bank (you may discuss technology adoption cycle as well).
 Critically evaluate the importance of integrated communication and data integration in marketing
and how it would further help your selected bank to improve on its digital marketing campaign.
Task 3 – LO3
Design a digital marketing campaign that integrates and optimizes multi-digital channels to reach target key audiences with help of
SOCTAC model. A digital marketing campaign that will apply a creative concept to capture audience interest and inspire ‘call to action’. A
content calendar (max 2 weeks), KPI’s, user persona, CSF and UGC should be presented to show a seamless customer experience. Also
analyze any performance metrics aligned to digital marketing objectives. Clear social media objectives and digital marketing campaign
that proves that performance metrics are aligned to digital marketing objectives are required to get good grades.

 Design a digital marketing campaign that integrates and optimizes multi-digital channels to reach
target key audiences with help of SOCTAC model.
 A digital marketing campaign that will apply a creative concept to capture audience interest and
inspire ‘call to action’. A content calendar (max 2 weeks), KPI’s, user persona, Critical success
factors and User-generated content should be presented to show a seamless customer experience.
 Also analyze any performance metrics aligned to digital marketing objectives.
 Clear social media objectives and digital marketing campaign that proves that performance metrics
are aligned to digital marketing objectives are required to get good grades
 HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman

Format:

SOSTAC model.
The model below covers the elements above:

1. Situation Analysis (Where are we now?)

- Goal Performance (5s)
- Customer Insight (Social media, app usage metrics)
- E-market place SWOT Analysis
- Brand Perception
- Internal Capabilities and resources
2. Objectives (Where you want to be)
- 5s Objectives
- Sell: customer acquisition and retention targets
- Serve: customer satisfaction target
- Sizzle: site stickiness, visit duration
- Speak: trialogue; number of engaged customers
- Save: quantified efficiency gains
3. Strategy (How do we get there?)
- Segmentation, targeting, positioning
- OVP (Online value proposition)
- Sequence (Credibility before visibility)
- Integration and Database
- Tool (web, functionality, email)
4. Tactics (How exactly do we get there?)
- (the details of strategy)
- E-marketing mix
o Including: communication mix, social networking
- Details of content strategy
- E-campaign initiative schedule
5. Actions (the detail of tactics – who does what and when
- Responsibilities and structures
- Internal resources and skills
- External agencies
6. Control (How do we monitor performance)
- 5S and Web Analytics – KPIs
- Usability testing/ mystery shopping
- Site visitor profiling
- Frequency of reporting
- Process of reporting and actions

A content calendar (max 2 weeks), KPI’s, user persona, CSF and UGC should be presented to show a seamless
customer experience
(templates are shared)
 HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman

Task 4
Assess the measurement techniques and performance metrics in digital marketing with the help of social media mix. A well-defined set of
actions derived from task 2 must be aligned with task 4 to show understanding of the engagement and conversions into real business. You
have to critically evaluate the measuring tools and techniques used in the digital environment to assess the successfulness of these metrics.
Tools and techniques for monitoring and reporting digital changes must be critically evaluated for better grades.

 Explain measurement techniques and its importance

 Shortlist KPIs and performance metrics from below, and explain how they can be used and what are their
pros and cons. (Make sure the chosen measures align with the tools and techniques you have chosen in
task 2, and the plan you have drafted in task 3)

 Discuss how these measures can be used for engagement and conversion by your chosen bank.
 Critically evaluate the measuring tools and techniques used in the digital environment to assess the
successfulness of these metrics of these metrics.

Key transformation metrics:

1. Active usage metrics
2. User engagement and participation level
- Net Promoter Score
- Exit rate
- Employee satisfaction index
- Bounce rate
3. Adoption and performance metrics
4. Workforce Productivity
5. Cost of digital initiatives
 Explain digital change/transformation, why it is important and what the main trends are.
 Discuss and critically evaluate how to the Tools and techniques for monitoring and reporting digital
changes.

Make sure you use contrasting examples in the critical analysis and then relate it with your chosen bank. Use
real life examples from the banking industry and beyond.
 Provide recommendations on how digital marketing campaign of your chosen bank can be used by
analysing the information above.
 Provide a precise conclusion that summarises the key points of your report.
HND Level 5 (2022-23) – Digital Marketing (Term 3) – Unit 34 Instructor: Irza Aiman