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BTEC L3 Business - Unit 17 Assignment 1 - Template (Digital Marketing)
Subject: Business and finance
Age range: 16+
Resource type: Worksheet/Activity
Last updated
5 June 2024
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BTEC Level 3 Assignment Template Bundle
This includes BTEC Level 3 assignment templates for: * Unit 19 Pitching for New Business * Unit 17 Digital Marketing * Unit 22 Market Research * Unit 23 Work Experience * Unit 3 Introduction to Marketing * Unit 15 Investigating Retail * Unit 32 Food Retailing * Unit 30 Career Planning * Unit 5 International Business Make a big saving, by buying in bulk.
BTEC L3 Business - Unit 17 Assignment Template Bundle (Digital Marketing)
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Unit 17: Digital Marketing - Group D
In this unit, you will examine the purpose of digital marketing in a business, and consider the specific aims and objectives of this function. You will research how digital marketing is used today, and develop an understanding of the benefits of, and concerns about, digital marketing. You will investigate the different delivery methods and the use of key performance indicators (KPIs) used to evaluate the success of the digital message.
- Merit criteria
- Exemplar of Merit criteria answer
- Distinction criteria
- Exemplar of Distinction criteria answer
Learning aims:
- Tutor's Time-table
- Learning aim [A]
- Learning aim [B]
- Learning aim [C]
- Assignment 1
- Assignment 2
- Today's Classroom Workshop
Unit 17 - Assignment 1
Pearson Qualification BTEC L3. Extended / National / Foundation Diploma in Business Unit number & title Unit 17: Digital Marketing Learning aim(s) A: Examine the role of digital marketing within the broader marketing mix. B: Investigate the effectiveness of existing digital marketing campaigns Assignment title What is digital marketing and how is it used? Assessor David Hilton Issue date 30 th April 2024 Hand in deadline 26 th May 2024 Vocational Scenario or Context 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 article that they are producing for potential customers in a marketing industry magazine. They want you to write the article, aimed at new customers with limited prior knowledge of digital marketing. Task: 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 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. Task: 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 required Magazine article Criteria – of Unit 17 (A) - covered by this task: Reference To achieve the criteria, you must show that you are able to: A. D1 Justify the extent to which the digital environment is influencing consumer choices. A. M1 Analyse, using examples, the effectiveness of different digital delivery methods. A. P2 Investigate the ways in which advertisers are targeting mobile device users. A. P1 Explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered. Criteria – of Unit 17 (B) - covered by this task: Reference To achieve the criteria, you must show that you are able to: B. D2 Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing. B. M2 Analyse the different digital strategies and compensation models used to create brand recognition and brand loyalty. B. P5 Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer. B. P4 Outline different compensation models used in digital marketing. B. P3 Discuss the digital strategies that a selected business uses to meet two different objectives. Sources of information to support you with this Assignment Online Resource: Unit 17: Digital Marketing Weblog Url: https://rutc28gpb.blogspot.com/ Unit 17’s assignment workshop – Learning aims: A and B Url : https://student2604d.blogspot.com/ Other assessment materials attached to this Assignment Brief Ø www.digitalmarketingmagazine.co.uk Ø www.smartinsights.com Ø https://uk.marketo.com Ø https://www.techopedia.com Ø www.smedio.com Ø www.advertisingideas101.com/2013/10/03/compensation-methods-for-online-marketing/
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A report on the role and effectiveness of digital marketing, with examples of Coca Cola and Apple campaigns. The report covers the definition, trends, methods, segmentation and delivery of digital marketing, as well as its advantages and disadvantages.
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