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Unit 17 Digital-Marketing Learning Aims A and B

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94 views3 pages

Unit 17 Digital-Marketing Learning Aims A and B

Uploaded by

rukundokarake10
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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BTEC Assignment Brief

Pearson BTEC Level 3 International Subsidiary Diploma in


Business
Pearson BTEC Level 3 International Foundation Diploma in
Business
Qualification
Pearson BTEC Level 3 International Diploma in Business
Pearson BTEC Level 3 International Extended Diploma in
Business

Unit number and title Unit 17: Digital Marketing

A: Examine the role of digital marketing within the broader


marketing mix
Learning aims(
B: Investigate the effectiveness of existing digital marketing
campaigns

Assignment title
What is digital marketing and how is it used?

Assessor

Issue date

Hand in deadline

You have been working part time as a digital marketing


assistant in a digital marketing business. You have been
asked to support the communications department on an
Vocational Scenario or article that they are producing for potential customers in a
Context marketing industry magazine. They want you to write the
article, aimed at new customers with limited prior knowledge
of digital marketing.

Task 1 Part 1
To help bring the article to life you will need to refer to well
considered examples. To do this you first need to investigate
at least two different digital marketing campaigns to identify
the different types of communications used and their
effectiveness in reaching different target segments. Your
investigation will need to consider a range of strategies, one
of which will be the use of video or vlogging to help create
brand recognition or brand loyalty. Your investigation will
need to cover the ways in which advertisers target mobile
device users.

This part of the article should examine the role of digital


marketing within the broader marketing mix. To do this you
will:
● explain the role digital marketing is playing in the
Assignment Brief LA A&B v1.0 Dec 2019
BTEC Level 3 National in Business
marketing process using current examples which
demonstrate latest trends
● analyse different ways in which digital
communications can be delivered to consumers, the
devices that are currently being used and the trend
towards the increasing use of mobile devices and free
digital content. This should include the advantages
and disadvantages of the different methods as well as
how their use can be interrelated. Examples used
should cover at least three digital communications
methods, and be chosen from at least two different
types of digital marketing.
● finally, you will need to provide a justified conclusion
about the extent to which the digital environment is
influencing consumer choices.

Part 2
The next part of your article must investigate the
effectiveness of existing digital marketing campaigns. In
order to prepare for this you will first need to investigate a
range of digital marketing campaigns to identify the different
types of communications that were used and consider their
effectiveness in reaching different target segments. Think
about the effect of digital marketing on both the company
and the customer.

This part of the report will need to evaluate the effectiveness


of different digital marketing campaigns and suggest ways in
which concerns about digital marketing can be overcome. To
do this you will first need to:
● provide a detailed discussion about the digital
strategies and compensation models used by in two
marketing campaigns by two different businesses to
create brand recognition and brand loyalty
● analyse the merits and disadvantages of the digital
communications methods and compensation models
used in each campaign in relation to how well they
contribute to influencing brand recognition and
loyalty.
● form a conclusive judgement about the effectiveness
of each campaign which is supported by and based on
the analysis presented
● provide justified solutions to overcome the concerns
about digital marketing.

Checklist of evidence Magazine article


required
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Evaluate the effectiveness of digital marketing campaigns from different
17/B.D2 businesses, and suggest ways to overcome concerns raised about digital
marketing.
17/A.D1 Justify the extent to which the digital environment is influencing
Assignment Brief LA A&B v1.0 Dec 2019
BTEC Level 3 National in Business
consumer choices.
Analyse the different digital strategies and compensation models used
17/B.M2
to create brand recognition and brand loyalty.
Analyse, using examples, the effectiveness of different digital delivery
17/A.M1
methods.
Explain the benefits of, and concerns about, digital marketing from the
17/B.P5
perspective of both the customer and the marketer.
17/B.P4 Outline different compensation models used in digital marketing.
Discuss the digital strategies that a selected business uses to meet two
17/B.P3
different objectives.
Investigate the ways in which advertisers are targeting mobile device
17/A.P2
users.
Explain the role of digital marketing as an extension of traditional
17/A.P1
marketing and the ways the messages can be delivered.
Sources of information www.digitalmarketingmagazine.co.uk
to support you with this
Assignment www.smartinsights.com

https://uk.marketo.com

https://www.techopedia.com

www.smedio.com

www.advertisingideas101.com/2013/10/03/compensation-
methods-for-online-marketing/

Other assessment None


materials attached to
this Assignment Brief

Assignment Brief LA A&B v1.0 Dec 2019


BTEC Level 3 National in Business

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