Provide a background to your chosen organisation, including: organisation name organisation information – to include type of organisation, size of organisation, range of products and services, customer base and main competitors

Digital Fundamentals (2022)

July 2024

Assignment

The assignment comprises THREE compulsory tasks

Task 1 is worth 35 marks

Task 2 is worth 30 marks

Task 3 is worth 35 marks

Total marks available – 100 marks

Before you begin your assignment

How to choose your organisation

Your chosen organisation could be the one you work for, one for which you are acting as a consultant, or another organisation of your choice.

You need to apply your learning to all of the tasks in this assignment. It is important, therefore, to choose an organisation that you are familiar with, where there is sufficient scope for exploring one of the themes in the detail required.

If you do not have an insider view of the organisation (as an employee or consultant), then ensure there is sufficient available information on the organisation to complete the tasks.

How to choose an appropriate theme

The themes relate to marketing approaches which any organisation may follow. You should select a theme which fits with activities/plans that your chosen organisation has adopted, or could adopt. You need to select the theme you are most comfortable with, where you will be able to access relevant information to address the tasks.

You will be required to justify why you have selected your theme in the organisation summary.

Before settling on a final choice of theme, please go through all of the tasks and sub-tasks to make sure that you will be able to apply them to your chosen organisation, in terms of the information you have available to you. Time spent at this selection stage will be well invested.

You will need to select ONE theme on which to base all tasks within the assignment.

Finally, discuss your choice of theme and its suitability to your chosen organisation with your tutor, and maybe some of your study partners. It may also be advantageous to select a theme which helps to develop your personal skills and enhance your career development, where possible.

Please ensure that you clearly identify your chosen theme on the front cover of your assignment and in your organisation summary.

How to approach each sub-task

It would be helpful to have access to the module specification when reading this section; it can be found on the MyCIM student portal: https://my.cim.co.uk/

This assignment is assessed against the learning outcomes for the module, which are found in the module specification and at the beginning of each task. Assessment criteria (AC) are listed under each sub-task; these represent the syllabus areas that are the focus of that sub-task.

The last column of the syllabus in the module specification shows the indicative content, which is designed to demonstrate the scope of those assessment criteria, and therefore the areas of theory, knowledge and application that you may consider building into your assignment.

It is acknowledged that variations in chosen organisations/themes could result in differences in the scope of indicative content being covered by your assignment. Therefore, you do not have to address all of the indicative content. You should select the content that is appropriate to your chosen organisation, theme and data.

Note also that the indicative content is not an exhaustive or definitive list and can just as easily cover other aspects of both practice and theory, including those processes and procedures used by your chosen organisation.

Good practice guidelines for assignment production

The maximum word counts are intended to assist candidates in producing a professional business document of an appropriate length that can be used in the workplace. The assignment should be written in a professional tone and should only contain relevant material that directly contributes towards answering the task.

The tasks will indicate any specific format requirements, and it is expected that assignments will be presented accordingly.

Further information on format style, font requirements and guidance on word counts can be found in the Student Assignment Submission Guidelines located on the MyCIM student portal: https://my.cim.co.uk/

This assignment has been developed so that it can be applied to organisations of all sizes and sectors. Where candidates feel that applying the assignment to their organisation requires taking a creative approach to the concept and theoretical principles explored, this is acceptable following discussion with their tutor. Where this occurs, the approach taken and the reasons for that should be outlined within the organisation summary.

It is good practice to acknowledge all sources/methodologies/applications using the Harvard referencing system. Details of how to reference can be found in the Harvard System of Referencing guide, located on the MyCIM student portal: https://my.cim.co.uk/

Themes

As a Marketing Assistant, you have been asked by your manager to undertake a number of tasks in preparation for producing a digital communications plan for the organisation, designed to fulfil the aims of ONE of the three themes outlined below.

Theme 1: Promoting the organisation’s corporate social responsibility (CSR) activities

Promoting corporate social responsibility (CSR) activities can help in attracting and retaining customers.

Your manager has asked for your help in preparing a digital communications plan aimed at increasing awareness of the chosen organisation’s CSR activities and the value that these deliver. In completing this task, consider activities in areas such as ethical sourcing, sustainability, recycling, climate change, discrimination and equality.

The digital communications plan should include the key messages for the target market segment and the most appropriate digital tools/techniques and content to deliver these.

Theme 2: Increasing the engagement and retention of existing customers or users

Encouraging existing customers to continue to engage with the organisation after purchasing a product or experiencing a service can be a key driver of business growth. Satisfied customers are a major source of repeat business and revenue.

Your manager has asked for your help in preparing a digital communications plan aimed at continuing to engage with these customers and offering value-added content to drive repeat sales or service usage.

The digital communications plan should cover the key messages for the target market segment and the most appropriate digital tools/techniques and content to deliver these.

Theme 3: Targeting new customer segments

To enable continued growth, organisations often need to explore new customer segments which may not previously have been identified or targeted. Identifying new customer segments is an audience-focused marketing approach which aids organisations in achieving sustainable growth.

Your manager has asked for your help in preparing a digital communications plan which targets a new customer segment and engages with them in order to build a beneficial relationship.

The digital communications plan should include the key messages for the target market segment and the most appropriate digital tools/techniques and content to deliver these.

Key things to remember once you have made your choice of organisation and theme

• Although this is a practitioner-based assignment, the use of key concepts and theories (Knowledge) to support your response is a key part of building your argument (Evaluation). Relevant theory should be used (Application), but where there are no ‘preferred theories’ given within the indicative content, all are acceptable if they are relevant.

• Knowledge, Application and Evaluation are Critical Success Factors for CIM assignments. Further detail on this is provided with the grade descriptors.

• Please ensure that you are familiar with the grade descriptors contained within this assignment, as they provide details of what the examiner is expecting for each task.

• Once you have chosen your theme, all tasks and sub-tasks must be applied to that theme, where appropriate.

• All sub-tasks should be applied to your chosen organisation, unless otherwise stated.
• Please note assignments can only be accepted for marking with a valid assessment booking.

Task 1 – Briefing paper

Learning Outcomes covered in Task 1:

LO1, LO2

Please refer to the module specification for Learning Outcome details.

Fundamentals of digital marketing

In line with the theme you have chosen for this assignment, you are required to carry out the following.

(a) Provide a background to your chosen organisation, including:

• organisation name
• organisation information – to include type of organisation, size of organisation, range of products and services, customer base and main competitors.

Using the organisational background above, clearly identify:

• ONE target customer segment which can be applied to the tasks within your assignment
• which ONE of the three themes you have chosen, giving a justification for your choice. (5 marks)

(b) Explain the potential sustainability and ethical impacts of using TWO different digital marketing tools/platforms.

AC1.1 (15 marks)

(c) Assess, providing examples, appropriate digital marketing tools/techniques across the customer journey for the key customer segment identified in Task 1 (a).

AC2.1, AC2.2 (15 marks)

(Total – 35 marks)

(Organisation summary maximum page count – two sides of A4 paper) (Tasks 1 (b) to 1 (c) maximum word count – 1,500 words)

Learning Outcomes covered in Task 2:

LO3, LO4

Please refer to the module specification for Learning Outcome details.

Learning Outcomes covered in Task 3:

LO5, LO6

Please refer to the module specification for Learning Outcome details.

Developing digital communications campaigns

In line with your chosen theme and target customer segment, you are required to carry out the following.

(a) Recommend TWO digital communications objectives for the digital communications campaign, that are relevant to the chosen theme and the target customer segment. AC5.1, (8 marks)

(b) Develop an outline digital campaign plan to deliver on the objectives in Task 3 (a), relevant to your chosen target customer segment and your chosen theme.

The plan should include:

• clear, brief messages consistent with the theme
• a suitable mix of THREE digital marketing tools/techniques to deliver the message
• THREE different examples of value-added content options for the above digital marketing tools.

AC5.1, AC5.2(15 marks)

(c) Describe TWO methods for measuring customer satisfaction and TWO methods for measuring brand awareness, following the digital marketing campaign, and describe how this information may be used to improve future digital communication campaigns. AC6.1, AC6.2 (12 marks)

(Total – 35 marks) (Tasks 3 (a) to 3 (c) maximum word count – 1,750 words)

Critical Success Factors (CSF) - the balance between Knowledge, Application and Evaluation

CIM assignments require an approach that reflects the balance of the critical success factors, which are briefly defined as:

Knowledge – marketing theories, models and frameworks, ideas, concepts and principles

Application – applying and relating marketing knowledge, models and frameworks to different scenarios and organisational settings Evaluation – an assessment of the effectiveness of a course of action or situation, by considering evidence, implications, limitations and/or alternatives.

The table below shows the proportion of Knowledge, Application and Evaluation attributed to this level of study, and therefore the balance across the assignment brief. It also shows which sub-task and associated command word provides an opportunity for you to demonstrate them. A definition of each command word is located on the Qualification Specification for this level of study.

TASKS

LEVEL 3 KNOWLEDGE

50%

LEVEL 3 APPLICATION

40%

LEVEL 3 EVALUATION

10%

Task 1

1 (a) Organisation summary and Identify (segment and theme)

1 (b) Explain (ethical and sustainability impacts)

1 (c) Assess (customer journey for chosen key customer segment)

1 (a) (chosen theme and key customer segment)

1 (b) (tools/platforms and ethical/environmental impact)

1 (c) (digital tools/techniques for effective communication)

1 (c) Assess

Task 2

2 (a) Describe (competitive digital marketing activities)

2 (b) Illustrate (marketing techniques of Virtual Reality and Augmented Reality)

2 (c) Discuss (value-added content)

2 (a) (application to chosen theme)

2 (b) (content in relation to tools selected) 2 (c) (target market segment)

Task 3

3 (a) Recommend (objectives)

3 (a) (chosen theme and key customer segment)

3 (b) Develop (digital marketing tools/platforms and content)

3 (c) Describe (metrics)

3 (b) (chosen theme and key customer segment)

3 (c) (objectives and future campaigns)

Descriptor: Level 3 Grade Qualification/

Digital Fundamentals

Distinction (70+)

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

Merit (60-69)

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

Pass (50-59)

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

Fail (0-49)

This grade is given for work that does not meet enough of the assessment criteria to secure a pass. This may be due to:

Themes

Excellent application of theme across all task answers demonstrating strong insights

Good application of theme across all task answers

Adequate application of theme across all task answers

Little or no application of theme in answers.

Task 1

35%

- provide an excellent, comprehensive organisation summary, with detailed coverage of all headings, including a clearly identified key customer segment and a full rationale for the choice of theme

- provide an excellent explanation pf the potential sustainability and ethical impacts of using TWO different digital marketing tools/platforms

- provide an excellent assessment of the steps in the customer journey, for the key customer segment identified in Task 1 (a), and give examples of appropriate digital marketing tools/techniques to communicate effectively with customers or users in each step

- provide a clear organisation summary, with good coverage of all headings, an identified key customer segment, and a good rationale for the choice of theme

- provide a good explanation pf the potential sustainability and ethical impacts of using TWO different digital marketing tools/platforms

- provide a good assessment of the steps in the customer journey, for the key customer segment identified in Task 1 (a), and give examples of appropriate digital marketing tools/techniques to communicate effectively with customers or users in each step

- provide an adequate organisation summary, with coverage of all headings, including an identified key customer segment, and an adequate rationale for the choice of chosen theme

- provide an adequate explanation pf the potential sustainability and ethical impacts of using TWO different digital marketing tools/platforms

- provide an adequate assessment of the steps in the customer journey, for the key customer segment identified in Task 1 (a), and give examples of appropriate digital marketing tools/techniques to communicate effectively with customers or users in each step

- an organisation summary with limited coverage of headings; the key customer segment not being clear; the theme being identified but with limited rationale for the choice

- limited explanation pf the potential sustainability and ethical impacts of using TWO different digital marketing tools/platforms

- limited assessment of the steps in the customer journey, for the key customer segment identified in Task 1 (a), and limited or no examples of appropriate digital marketing tools/techniques to communicate effectively with customers or users in each step

Task 2

30%

- provide an excellent description of the digital marketing activity of an external organisation that demonstrates best practice and value creation, that addresses the same theme as you have chosen

- provide an excellent illustration of the digital marketing techniques of Virtual Reality and Augmented Reality, giving examples of how they could be used to communicate with the key customer segment

- provide a good description of the digital marketing activity of an external organisation that demonstrates best practice and value creation, that addresses the same theme as you have chosen

- provide a good illustration of the digital marketing techniques of Virtual Reality and Augmented Reality, giving examples of how they could be used to communicate with the key customer segment

- provide an adequate description of the digital marketing activity of an external organisation that demonstrates best practice and value creation, that addresses the same theme as you have chosen

- provide an adequate illustration of the digital marketing techniques of Virtual Reality and Augmented Reality, giving examples of how they could be used to communicate with the key customer segment

- a limited description of the digital marketing activity of an external organisation that demonstrates best practice and value creation, that addresses the same theme as you have chosen

- limited illustration of the digital marketing techniques of Virtual Reality and Augmented Reality, giving examples of how they could be used to communicate with the key customer segment

- provide an excellent discussion of TWO different types of value-added content that would be of interest to your target customer segment.

- provide a good discussion of TWO different types of value-added content that would be of interest to your target customer segment.

-

- provide an adequate discussion of TWO different types of value-added content that would be of interest to your target customer segment.

- a limited discussion of TWO different types of value-added content that would be of interest to your target customer segment.