BTEC Assignment Brief
Qualification Pearson BTEC Level 3 National Extended Diploma in Business
Unit number and title Unit 17: Digital Marketing
A: Examine the role of digital marketing within the broader
marketing mix
Learning aim(s) (For NQF only)
B: Investigate the effectiveness of existing digital marketing
campaigns
Assignment title
Assignment 1 - What is digital marketing and how is it used?
Rebecca Hughes
Assessor
31st March 2021
Issue date
23rd April 2021 5pm
Hand in deadline
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
Vocational Scenario or for potential customers in a marketing industry magazine. They
Context want you to write the article, aimed at new customers with limited
prior knowledge of digital marketing.
Task 1 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.
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 Magazine article
required
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Evaluate the effectiveness of digital marketing campaigns from different
17/B.D2 businesses, and suggest ways to overcome concerns raised about digital
marketing.
Justify the extent to which the digital environment is influencing consumer
17/A.D1
choices.
Analyse the different digital strategies and compensation models used to create
17/B.M2
brand recognition and brand loyalty.
17/A.M1 Analyse, using examples, the effectiveness of different digital delivery methods.
Explain the benefits of, and concerns about, digital marketing from the
17/B.P5
perspective of both the customer and the marketer.
17/B.P4 Outline different compensation models used in digital marketing.
Discuss the digital strategies that a selected business uses to meet two different
17/B.P3
objectives.
17/A.P2 Investigate the ways in which advertisers are targeting mobile device users.
Explain the role of digital marketing as an extension of traditional marketing and
17/A.P1
the ways the messages can be delivered.
Sources of information to www.digitalmarketingmagazine.co.uk
support you with this
Assignment
www.smartinsights.com
https://uk.marketo.com
https://www.techopedia.com
www.smedio.com
, www.advertisingideas101.com/2013/10/03/compensation-
methods-for-online-marketing/
Other assessment materials None
attached to this Assignment
Brief
Marketing is the promotion of products or brands through different sets of media. For
example, different forms of advertisement in the marketing strategy using the media would
be social media, internet, mobile phones, radios, and the television. The marketing mix
includes a set of actions that a business may use to expand its brand awareness or promote
its products. Both traditional and digital marketing use the 7ps for them to marinate an
effective and efficient marketing strategy that will allow them to reach all their potential
consumers.
Traditional marketing
This is the process of using newspapers, radios, posters, and TV to advertise and increase
brand awareness. This type of marketing is more old school since it only reaches a specific
audience. One of the main reasons of this is because the world has advanced, and potential
consumers are most likely to use technological devices and social media to preview
products advertised. This allows it to be more challenging for businesses to evaluate the
effectiveness of the advertising since there are no analytics to be held out for each of these
methods. Traditional marketing usually sets the price on what the organization is able to do
with that price. This strategy includes cost plus pricing, price skimming etc. An example of
traditional marketing would be Burger King. Burger King advertises its products using direct
mail. This form of advertising comes with discounts and offers as well. However, it is only
customers that fill out a survey or prize ballot that are able to receive such discounts
through their mail. Traditional marketing has numerous differences in comparison to digital
marketing.
For one, this method can be costly since the businesses are not paying for the campaign to
be displayed on different medias such as radio and TV once but several times. On the long
run this may be expensive. On the other hand, digital marketing is relevantly cheap since
social media platforms are almost free and other digital campaigns are price debatable.
Another difference is that tracking marketing performance is relevantly easier and faster
with digital marketing campaign then traditional marketing campaign. For that reason,
various statistics are made available from digital marketing providing information on the
types of campaigns and copies that worked or failed. This allows businesses to preview their
products and decide what’s best for their future.
Qualification Pearson BTEC Level 3 National Extended Diploma in Business
Unit number and title Unit 17: Digital Marketing
A: Examine the role of digital marketing within the broader
marketing mix
Learning aim(s) (For NQF only)
B: Investigate the effectiveness of existing digital marketing
campaigns
Assignment title
Assignment 1 - What is digital marketing and how is it used?
Rebecca Hughes
Assessor
31st March 2021
Issue date
23rd April 2021 5pm
Hand in deadline
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
Vocational Scenario or for potential customers in a marketing industry magazine. They
Context want you to write the article, aimed at new customers with limited
prior knowledge of digital marketing.
Task 1 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.
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 Magazine article
required
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Evaluate the effectiveness of digital marketing campaigns from different
17/B.D2 businesses, and suggest ways to overcome concerns raised about digital
marketing.
Justify the extent to which the digital environment is influencing consumer
17/A.D1
choices.
Analyse the different digital strategies and compensation models used to create
17/B.M2
brand recognition and brand loyalty.
17/A.M1 Analyse, using examples, the effectiveness of different digital delivery methods.
Explain the benefits of, and concerns about, digital marketing from the
17/B.P5
perspective of both the customer and the marketer.
17/B.P4 Outline different compensation models used in digital marketing.
Discuss the digital strategies that a selected business uses to meet two different
17/B.P3
objectives.
17/A.P2 Investigate the ways in which advertisers are targeting mobile device users.
Explain the role of digital marketing as an extension of traditional marketing and
17/A.P1
the ways the messages can be delivered.
Sources of information to www.digitalmarketingmagazine.co.uk
support you with this
Assignment
www.smartinsights.com
https://uk.marketo.com
https://www.techopedia.com
www.smedio.com
, www.advertisingideas101.com/2013/10/03/compensation-
methods-for-online-marketing/
Other assessment materials None
attached to this Assignment
Brief
Marketing is the promotion of products or brands through different sets of media. For
example, different forms of advertisement in the marketing strategy using the media would
be social media, internet, mobile phones, radios, and the television. The marketing mix
includes a set of actions that a business may use to expand its brand awareness or promote
its products. Both traditional and digital marketing use the 7ps for them to marinate an
effective and efficient marketing strategy that will allow them to reach all their potential
consumers.
Traditional marketing
This is the process of using newspapers, radios, posters, and TV to advertise and increase
brand awareness. This type of marketing is more old school since it only reaches a specific
audience. One of the main reasons of this is because the world has advanced, and potential
consumers are most likely to use technological devices and social media to preview
products advertised. This allows it to be more challenging for businesses to evaluate the
effectiveness of the advertising since there are no analytics to be held out for each of these
methods. Traditional marketing usually sets the price on what the organization is able to do
with that price. This strategy includes cost plus pricing, price skimming etc. An example of
traditional marketing would be Burger King. Burger King advertises its products using direct
mail. This form of advertising comes with discounts and offers as well. However, it is only
customers that fill out a survey or prize ballot that are able to receive such discounts
through their mail. Traditional marketing has numerous differences in comparison to digital
marketing.
For one, this method can be costly since the businesses are not paying for the campaign to
be displayed on different medias such as radio and TV once but several times. On the long
run this may be expensive. On the other hand, digital marketing is relevantly cheap since
social media platforms are almost free and other digital campaigns are price debatable.
Another difference is that tracking marketing performance is relevantly easier and faster
with digital marketing campaign then traditional marketing campaign. For that reason,
various statistics are made available from digital marketing providing information on the
types of campaigns and copies that worked or failed. This allows businesses to preview their
products and decide what’s best for their future.
