Digital Marketing (2103) - CIM


Assessment criteria covered in Task 1:
AC1.1, AC1.2, AC3.3, AC2.1, AC2.3.
Please refer to the module specification for assessment criteria details.

As a Marketing Executive, you have been asked to write a briefing paper for your chosen organisation’s Senior Management Team (SMT). The SMT needs to be convinced of the opportunities and rationale for using digital marketing techniques for the purpose of increasing customer engagement in key segments.


  1. (a)  Provide a detailed background to your chosen organisation, following the organisation summary guidelines.

  2. (b)  Discuss the potential opportunities and challenges new technologies may present to your chosen organisation’s digital marketing activities

  3. (c)  Assess the changes, in the online behaviour of your organisation's customers, which have been driven by advancements in the digital environment.

    (Organisation summary recommended page count limit – 1 side of A4 paper) (Tasks 1 (b) to (c) recommended page count limit – 3 sides of A4 paper)

(5 marks) (12 marks)

(13 marks) (Total – 30 marks)


Recommended page count limit:
1 (a) – One side of A4 paper
1 (b) to 1 (c) – 3 sides of A4 paper

Guidance notes:


Contents will contribute to the FIVE marks available in Part (a) of Task 1. The following headings must be included and information provided under

each should be sufficiently detailed:

  • Organisation name

  • Type of organisation, for example, profit or not-for-profit, local,

    national, global, and type of legal entity

  • Size of organisation in terms of turnover and/or number of employees

  • Range of products and services provided

  • Customer base, for example, B2B/B2C

  • Main competitors

    Other information relevant to the assignment may also be included, within the recommended page count limit, to assist the Examiner in understanding organisation.

This is an internal briefing paper, it is important that the content remains firmly focused on addressing the task set.

Task 1 (b): Candidates should discuss the two elements of the question (i.e. opportunities and challenges), both elements must be addressed. It is recommended to focus equally on each of these elements. Remember to ensure the content remains focused on the chosen organisation. Think broadly in terms of opportunities and challenges, including, for example, the use of new channels/techniques to enhance customer engagement (opportunity) and the potential challenges involved in using and co- ordinating digital hardware or activities.

Task 1(c): Candidates should assess how the dynamic digital environment has changed your organisation’s customer behaviour such as the speed and ease of searching or the power of customer reviews. This might be an expectation of shortened response/delivery times or enhanced service levels. To address these, candidates should consider the advancements in the digital environment and this will clearly depend on the chosen organisation, its customers and products/services. It could, for example, be because of increased competition or simply because of more/easier access to online tools.



 Assessment criteria covered in Task 2:
AC3.1, AC3.2, AC3.4, AC5.2.
Please refer to the module specification for assessment criteria details.

The SMT was happy with your briefing paper presented in Task 1. As a Marketing Executive, you are required to send SMT a report so they can consider allocating additional budget to support the use of digital tools to increase customer engagement. Within your report, you must address the following three aspects.


  1. (a)  Recommend THREE different digital communications tools to

    support increased customer engagement.

  2. (b)  Discuss how the use of digital marketing communications techniques may then require changes to the organisation’s marketing mix.

  3. (c)  Explain FOUR advantages to the organisation of adopting a multichannel marketing approach.

(12 marks) (10 marks)

(8 marks) (Total – 30 marks) (Tasks 2 (a) to 2 (c) recommended page count limit – 4 sides of A4 paper)


Recommended page count limit: 4 sides of A4 paper

Guidance notes:

Remember to use a conventional report format for the answer to this Task. As with Task 1, ensure that you make use of wider reading sources, theory, models etc to support your answer.

Task 2 (a): Candidates are required to recommend THREE digital communications mix tools. ‘Recommend’ means that you must state why each tool is valid, i.e. it must be relevant to the chosen organisation and it must be credible in terms of driving customer engagement. So, within your answer, you are expected to provide justification for the tools you have chosen, which could include for example blogs, Search Engine Optimisation (SEO) email campaigns.

Task 2 (b): Candidates need to discuss the implications for the organisation, in respect of its deployment of the extended marketing mix (7Ps), of using digital marketing communications tools. For example, you may need to consider how the use of digital communications tools might be used to support other marketing mix activities, e.g. the impact on pricing or processes.

Task 2 (c): Candidates are required to explain FOUR advantages for your chosen organisation of using a multichannel marketing approach. This will of course, depend on the type of organisation, its customers and products. Remember that the focus of the answer should be on the uses of multichannel marketing in enhancing customer engagement.


Assessment criteria covered in Task 3:
AC1.3, AC4.2, AC4.4, AC5.1, AC5.3, AC5.4, AC6.2, AC6.3, AC6.4
Please refer to the module specification for assessment criteria details.

The SMT now wishes to see a more detailed plan with the aim of achieving significantly increased levels of customer engagement. As a Marketing Executive, you are required to develop a digital marketing plan for a three-month campaign, using a recognised format, incorporating the following elements.


  1. (a)  Create an appropriate digital marketing plan. In addition to other elements which would be included in such a plan you must present: -

    • A brief outline of the customer segment you have chosen.

    • TWO clearly stated objectives.

    • A relevant digital marketing mix.

    • A summary of how co-ordination across the digital marketing mix

      and integration with existing offline activities will be achieved.

    • A brief explanation of the application of the main support

      activities (automated and non-automated) required in the execution of the plan.

  2. (b)  Assess how the effectiveness of your campaign could be measured.

  3. (c)  Outline the criteria used for the selection of platforms or online techniques to be used within the execution of your plan.

(22 marks) (8 marks)

(10 marks) (Total – 40 marks) (Tasks 3 (a) to 3 (c) recommended page count limit – 5 sides of A4 paper)



Recommended page count limit: 5 sides of A4 paper

Guidance notes:

Task 3 (a): Candidates should create a conventional digital marketing plan format for their answer. The content should have a highly practical ‘feel’ and include all elements of such a plan. The content must be credible in the context of the chosen organisation and relevant to the chosen customer segment. This segment must be outlined briefly at the beginning of the plan. The TWO objectives must be clear and deliver the outcome desired by the SMT. As with all objectives, they must conform to the SMART criteria.

Answers must fully address all aspects of the question, you must include a relevant digital marketing mix, which is credible in the context of your organisation, the segment selected and the stated objectives. Do not simply cut/paste from your answer to Task 2 (a). The focus of this question is much more on practical application to achieve specific objectives. You are required to add a short section on how you will ensure co-ordination across the mix you are using within the plan and also integration with offline activities. A further brief section is required to explain the support activities required to ensure the plan is executed efficiently and effectively. Candidates are not required to address monitoring and measurement aspects within the plan, this is addressed in Task 3 (b).

Task 3 (b): Candidates should assess different methods of tracking and measuring the performance of the campaign. These must be relevant to the activities proposed within the plan. It is important to be clear about precisely how measurement will take place, so use examples to support your answer.

Task 3 (c): Candidates should outline the different platforms and other online techniques required in the execution of your plan and outline the criteria used for their selection. These criteria will depend on the nature of the organisation, its goals, the objectives of the plan etc. Examples might include costs, ease of implementation and use or relevance to the chosen segment. Remember to support your criteria, ie propose and justify, rather than simply presenting a list of unsupported points.


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