Digital Marketing Techniques (2113) – December 2021

CIM Level 4 Certificate in Professional Digital

Marketing

Digital Marketing Techniques (2113)

December 2022

Assignment

The assignment comprises THREE compulsory tasks

Task 1 is worth 27 marks

Task 2 is worth 40 marks

Task 3 is worth 33 marks

Total marks available – 100 marks

© The Chartered Institute of Marketing 2022

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 Digital Marketing Techniques (2113) – December 2022

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, and 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 them e

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.

P lease ensure that you clearly identify your chosen them e on the front cover of
your assignm ent and in your organisation sum m ary.

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

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 Digital Marketing Techniques (2113) – December 2022

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 assignm ent 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/

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 Digital Marketing Techniques (2113) – December 2022

Themes
As a Marketing Executive, you have been asked by your manager to plan digital activities
to deliver results for your organisation.

Theme 1: Raising brand awareness

Customers place significant value on brands, and they must engage fully with that brand
before they consider purchasing it. Your manager has asked you to review the current
levels of brand awareness amongst existing and potential customers, identifying segments
where increasing brand awareness could lead ultimately to increased demand.

In your assignment you will need to consider the most effective communications mix to
implement in order to achieve specific marketing communications objectives.
Recommendations on how to measure and monitor the impact on brand awareness of
your proposed campaign will also be required most effectively.

Theme 2: Increasing demand

Market penetration strategy to increase demand and create growth is often adopted by
organisations.

Your manager has tasked you with identifying opportunities to increase demand by
understanding current and potential customer needs and wants, in order to develop a
campaign that drives demand within the existing customer segment. You should also
propose measuring and monitoring processes to assess the extent of the increase in
demand, and how the implementation of this campaign can influence future campaign
developments.

Theme 3: Building and rewarding customer loyalty

The customer experience is an increasingly important part of a business strategy. Your

manager has asked you to present insights into the needs of existing customers and
develop a customer retention programme that rewards loyalty and increases customer
referrals and positive word of mouth.

Your campaign should be aimed at retaining existing customers and rewarding loyalty.
You should also propose measuring and monitoring processes that could be used to
assess the impact of customer loyalty.

Continued

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 Digital Marketing Techniques (2113) – December 2022

Theme 4: Demonstrating a commitment to sustainability

Customer attitudes are evolving in line with increasing understanding of sustainability. As

a result, organisations are being challenged to demonstrate their commitment to
economic, social and environmental sustainability.

Your manager has asked you to develop a campaign that raises awareness of its
commitment to sustainability amongst current and potential customers.
You should also propose measuring and monitoring processes that could be used to
assess the perceived reputation of your organisation among conscious consumers.

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.

• 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.

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 Digital Marketing Techniques (2113) – December 2022

Task 1 – Briefing document

Learning Outcomes covered in Task 1:

LO1, LO2

Please refer to the module specification for Learning Outcome details.

Digital Techniques

In line with the theme you have selected 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
• stakeholders – identify your organisation's key internal and
external stakeholders, with a brief explanation prioritising key
stakeholders relevant to the chosen theme
• key customer segment – a clear description of the selected key
customer segment
• theme chosen and rationale for choice. (5 marks)

(b) Illustrate TWO digital communication channels your chosen

organisation uses to reach its customers, and the type of content
shared through these channels.

AC1.1, AC1.2, AC2.3 (10 marks)

(c) Identify an organisation that effectively utilises one of the channels

illustrated in Task 1 (b) and analyse opportunities for your chosen
organisation to improve the effectiveness of that channel.

AC2.1, AC2.2 (12 marks)

(Total – 27 marks)

(Organisation summary maximum page count – two sides of A4 paper)

(Tasks 1 (b) to 1 (c) maximum word count – 1,100 words)

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 Digital Marketing Techniques (2113) – December 2022

Task 2 – Presentation

Learning Outcomes covered in Task 2:

LO3, LO4

Please refer to the module specification for Learning Outcome details.

Digital Enhancement

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

(a) Create ONE detailed persona that reflects your organisation’s key
customer segment, and describe which type of content your chosen
organisation could use to effectively engage the persona.

AC4.1 (12 marks)

(b) Using an established model/framework applied to the persona

identified in Task 2 (a).

(i) outline the customer journey, highlighting the most

relevant digital activities that would be appropriate for
your chosen organisation

(ii) discuss the type of testing and insights required to

improve the effectiveness of the digital marketing
activities and the customer experience

AC3.3, AC4.2 (18 marks)

(c) Using TWO relevant theories and frameworks, recommend how your
chosen organisation can ensure a co-ordinated and consistent
approach to delivering all marketing activities

AC3.1, AC3.2 (10 marks)

(Total – 40 marks)

(Tasks 2 (a) to 2 (c) maximum slide count – 18 slides)

(Maximum word count for speaker notes – 2,000 words)

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 Digital Marketing Techniques (2113) – December 2022

Task 3 – Plan

Learning Outcomes covered in Task 3:

LO3, LO5, LO6

Please refer to the module specification for Learning Outcome details.

Digital Management

Building on your responses to Tasks 1 and 2, and in line with your selected theme, you
are required to carry out the following.

(a) Create a digital marketing plan that relates to the persona (as
identified in Task 2). Your plan should include:

• clear objective(s)
• a description of how the plan supports the promotional element
of the marketing mix
• the digital tools to be used
• an outline budget
• describe how ‘people’ and ‘process’ are being used within the
marketing mix

AC5.1, AC5.2 (24 marks)

(b) Recommend TWO metrics that will help the senior leadership team
to understand the effectiveness of the plan.

AC6.1, AC6.2 (4 marks)

(c) Explain how you would monitor the technological environment to

ensure the effectiveness of future digital campaigns.

AC6.3 (5 marks)

(Total – 33 marks)

(Tasks 3 (a) to 3 (c) maximum word count – 1,650 words)

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 Digital Marketing Techniques (2113) – December 2022

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 at 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.

LEVEL 4 KNOWLEDGE LEVEL 4 APPLICATION LEVEL 4 EVALUATION

TASKS
40%
1 (a) Organisation summary
1 (b) Illustrate (an organisation’s digital
Task 1 communications channels)
1 (c) Identify (effectiveness of online
channels)
2 (a) Outline and Create (persona)
2 (b) Outline (customer journey) discuss
(testing and analytical data)
Task 2
2 (c) Recommend (coordinated and consistent 2 (c) (key customer segment, chosen
marketing approach)
40% 20%
1 (a) Detail (key customer segment, chosen
organisation and theme)
1 (b) Illustrate (chosen organisation and 1 (b) Illustrate
theme)
1 (c) (chosen organisation and theme) 1 (c) Analyse opportunities
2 (a) (key customer segment, chosen
organisation and theme)
2 (b) (key customer segment, chosen 2 (b) How testing improves effectiveness
organisation and its marketing activities and 2 (c) recommendations (coordinated and
theme) consistent marketing approach)
organisation and theme)

3 (a) Create (digital marketing plan)
3 (b) Recommend (metrics)
Task 3
3 (c) Explain (important factors to collect
customer insights)
3 (a) (key customer segment, chosen
organisation and theme) 3 (b) Recommend metrics
3 (b) (chosen organisation and theme)
3 (c) (chosen organisation, key customer
segment)

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Grade Descriptor:
Distinction (70+)
Level 4
This grade is given for work that meets at
Qualification/
least 70% of the assessment criteria and
Digital Marketing
demonstrates a candidate’s ability to:
Techniques
Excellent application of theme across
Theme all task answers demonstrating strong
insights
- provide a detailed background to the
organisation, covering all headings and
presenting an excellent level of detail on
each point.
- illustrate TWO digital communication
channels the chosen organisation uses to
reach its customers in excellent detail and
context to the selected theme and provide
Task 1
excellent detail of the type of content shared
27%
through these channels.
- identify an organisation that utilises one of
the channels illustrated in Task 1 (b) and
analyse in excellent detail the opportunities
for the chosen organisation to improve the
effectiveness of that channel.
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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:
Good application of theme across all
task answers
- provide a clear background to the
organisation, covering all headings and
presenting some good detail on most points.
- illustrate TWO digital communication
channels the chosen organisation uses to
reach its customers in good detail and
context to the selected theme and provide
good detail of the type of content shared
through these channels.
- identify an organisation that utilises one of
the channels illustrated in Task 1 (b) and
analyse in good detail the opportunities for
the chosen organisation to improve the
effectiveness of that channel.
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Digital Marketing Techniques (2113) – December 2022
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:
Adequate application of theme across
all task answers
- provide an adequate background to the
organisation, covering most headings with
some detail.
- illustrate TWO digital communication
channels the chosen organisation uses to
reach its customers in adequate detail and
context to the selected theme, and provide
adequate detail of the type of content
shared through these channels.
- identify an organisation that utilises one of
the channels illustrated in Task 1 (b) and
analyse in adequate detail the opportunities
for the chosen organisation to improve the
effectiveness of that channel.
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:
Little or no application of theme in
answers
- the background to the organisation being
incomplete, or substantially lacking detail.
- limited illustration of digital communication
channels the chosen organisation uses to
reach its customers, with limited detail and
context to the selected theme, and
insufficient detail of the type of content
shared through these channels.
- limited contextualisation to an organisation
that utilises one of the channels illustrated in
Task 1 (b), and limited analysis and
insufficient detail of the opportunities for the
chosen organisation to improve the
effectiveness of that channel.
Continued

Grade Descriptor:
Distinction (70+)
Level 4
This grade is given for work that meets at
Qualification/
least 70% of the assessment criteria and
Digital Marketing
demonstrates a candidate’s ability to:
Techniques
Excellent application of theme across
all task answers demonstrating
Theme
strong insights
- create a persona in excellent detail and
with understanding of the concept and
application of personas, and describe the
content the chosen organisation could use
to effectively engage the persona, with
excellent context to the selected theme.
- using an established model/framework,
outline in detail the customer journey for
the key persona, with excellent context to
the selected theme and excellent
theoretical/concept underpinning;
Task 2 highlight relevant digital activities in
40% excellent detail, and discuss the type of
testing and insights required to increase
the effectiveness of the digital marketing
activities, with excellent context in
improving the customer experience.
- using TWO relevant theories and
frameworks, provide excellent
recommendations how the organisation
can ensure a coordinated and consistent
approach to delivering all marketing
activities, in excellent context of the key
customer segment and the selected
theme.
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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:
Good application of theme across all
task answers
- create a persona in good detail and with
understanding of the concept and
application of personas, and describe the
content the chosen organisation could use
to effectively engage the persona, with
good context to the selected theme.
- using an established model/framework,
clearly outline the customer journey for
the key persona, with good context to the
selected theme and good
theoretical/concept underpinning;
highlight relevant digital activities in good
detail, and discuss the type of testing and
insights required to increase the
effectiveness of the digital marketing
activities, with good context in improving
the customer experience.
- using TWO relevant theories and
frameworks, provide good
recommendations for how the
organisation can ensure a coordinated and
consistent approach to delivering all
marketing activities, in good context of
the key customer segment and the
selected theme.
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Digital Marketing Techniques (2113) – December 2022
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:
Adequate application of theme across
all task answers
- create a persona in adequate detail and
with understanding of the concept and
application of personas, and describe the
content the chosen organisation could use
to effectively engage the persona, with
adequate context to the selected theme.
- using an established model/framework,
describe in adequate terms the customer
journey for the key persona, with
adequate theoretical/concept
underpinning; highlight relevant digital
activities with adequate detail, and discuss
the type of testing and insights required to
increase the effectiveness of the digital
marketing activities, with adequate
context in improving the customer
experience.
- using TWO relevant theories and
frameworks, provide adequate
recommendations for how the
organisation can ensure a coordinated and
consistent approach to delivering all
marketing activities, in adequate context
of the key customer segment and the
selected theme.
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:
Little or no application of theme in
answers
- a persona with insufficient detail and little
or no understanding of the concept and
application of personas, and inadequate
description of the content the chosen
organisation could use to effectively
engage the persona, with limited context to
the selected theme.
- a basic understanding of the concept of
the customer journey, but poorly described,
with limited links to the key persona; some
digital touchpoints with limited detail on the
type of testing and insights required to
increase the effectiveness of the digital
marketing activities, and limited context in
improving the customer experience.
- limited use of theories and frameworks,
with limited recommendations for how the
organisation can ensure a coordinated and
consistent approach to delivering all
marketing activities, lacking context in the
key customer segment and the selected
theme.
Continued

Grade Descriptor:
Distinction (70+)
Level 4
This grade is given for work that meets at
Qualification/
least 70% of the assessment criteria and
Digital Marketing
demonstrates a candidate’s ability to:
Techniques
Excellent application of theme across
all task answers demonstrating
Theme
strong insights
- create an outline digital marketing plan
with an excellent focus on the five
essential plan elements given in the task
and cohesive synergy across the plan; the
plan is detailed, fully supported by
relevant theories and concepts, and has
excellent relevance to the persona and the
selected theme, and excellent detail on
how people and process are being used
within the marketing mix.
Task 3 - recommend TWO specific metrics
33% relevant to the senior leadership team,
with excellent detail, that will help them to
understand the effectiveness of the plan,
with excellent relevance to the objectives
chosen in the previous task.
- explain in excellent detail how you would
monitor the technological environment to
ensure the effectiveness of future digital
campaigns.
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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:
Good application of theme across all
task answers
- create an outline digital marketing plan
with a good focus on the five essential
plan elements given in the task and
cohesive synergy across the plan; the plan
is detailed, fully supported by relevant
theories and concepts, and has good
relevance to the persona and the selected
theme, and good detail on how people
and process are being used within the
marketing mix.
- recommend TWO specific metrics
relevant to the senior leadership team,
with good detail, that will help them to
understand the effectiveness of the plan,
with good relevance to the objectives
chosen in the previous task.
- explain in good detail how you would
monitor the technological environment to
ensure the effectiveness of future digital
campaigns.
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Digital Marketing Techniques (2113) – December 2022
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:
Adequate application of theme across
all task answers
- create an outline digital marketing plan
with an adequate focus on the five
essential plan elements given in the task
and cohesive synergy across the plan; the
plan is detailed, fully supported by
relevant theories and concepts, and has
adequate relevance to the persona and
the selected theme, and adequate detail
on how people and process are being
used within the marketing mix.
- recommend TWO specific metrics with
some relevance to the senior leadership
team, with adequate detail, that will help
them to understand the effectiveness of
the plan, with adequate relevance to the
objectives chosen in the previous task.
- explain with adequate detail how you
would monitor the technological
environment to ensure the effectiveness
of future digital campaigns.
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:
Little or no application of theme in
answers
- an outline digital marketing plan in which
some of the five essential plan elements
given in the task may be limited or absent,
with limited synergy across the plan; the
plan lacks detail, with little or no theories
and concepts, and has limited relevance to
the persona and the selected theme, and
limited detail on how people and process
are being used within the marketing mix.
- limited recommendations of specific
metrics, with little or no relevance to the
senior leadership team, and limited detail in
understanding the effectiveness of the
plan, with insufficient relevance to the
objectives chosen in the previous task.
- limited detail on how you would monitor
the technological environment to ensure
the effectiveness of future digital
campaigns.