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CIM Level 4 Certificate in Professional Marketing
CIM Level 4 Certificate in Professional Marketing
CIM Level 4 Certificate in Professional Marketing
Marketing
Digital Marketing (2103)
April 2016
Assignment
The assignment comprises SIX compulsory tasks
Task 1 is worth 5 marks
Task 2 is worth 15 marks
Task 3 is worth 20 marks
Task 4 is worth 20 marks
Task 5 is worth 25 marks
Task 6 is worth 15 marks
Total marks available 100
Candidate guidance:
VERSION 1 07.09.15
Page 2 of 12
Required:
Using the organisation summary podcast guidelines, produce a podcast that
provides a background to your chosen organisation.
(5 marks)
Page 3 of 12
Required:
Conduct research into the potential opportunities and challenges that may
affect your chosen organisation with reference to TWO of the following new
developments in online community building:
crowdsourcing
co-creation
power of customer review
subscriptions and membership.
Present your findings, using both text and visual media, in the form of a
blog article.
(15 marks)
Page 4 of 12
The impact and influence of the dynamic digital environment has led to
many online communities. Some are created by companies, some are
created by groups of individuals. To better understand the opportunities
available for your chosen organisation to build an online community,
conduct further research into an industry other than that of your chosen
organisation.
Select a suitable organisation from ONE of the categories below:
automotive/engineering
charities
pet supplies
professional services.
Required:
Produce a short report that evaluates ONE successful example of how an
organisation has created an online community. Consider the digital
communications mix used and its role within the context of the extended
marketing mix.
(20 marks)
Page 5 of 12
Required:
Carry out an external analysis of the current digital marketing activities
undertaken by a key competitor.
Prepare a briefing paper that:
(12 marks)
(8 marks)
(Total 20 marks)
Page 6 of 12
Required:
Based on your findings (from the previous tasks) in relation to community
building, opportunities identified and internal analysis, develop an outline
digital marketing plan for your chosen organisation to include:
(25 marks)
Page 7 of 12
Required:
Create a web page that:
(7 marks)
(8 marks)
(Total 15 marks)
Page 8 of 12
Guidance
notes:
Organisation name
Main competitors
Guidance
notes:
The candidate should select TWO of the four new developments from the
online community building. Consider how they impact and influence potential
opportunities and challenges in the context of the candidates chosen
organisation.
The material should be presented in the style of a blog article, with good
visuals such as screen grabs, images and data, as well as a clear introduction
and relevant sub-headings. This blog article should be underpinned with
academic evidence.
Page 9 of 12
Page 10 of 12
Page 11 of 12
REFERENCE LIST
Guidance
notes:
A reference list, covering all tasks and following Harvard format, should be
included.
APPENDICES
Guidance
notes:
Page 12 of 12