Assignment Front Sheet

Qualification Unit number and title

Unit 24 Digital Marketing

Pearson BTEC Levels 4 and 5 Higher Unit code:

Nationals in Business Unit Level: 5
Credit Values:
Student name Assessor name

Date issued Completion date Submitted on

Assignment title Digital Marketing

Word Count

Assignment Front Sheet

Hand-in Policy
You must complete this assignment on time. If you experience difficulties, you must inform your
tutor accordingly.
Late Work Policy
Consideration will be given to students who have valid reasons for late submission (e.g. illness)
Plagiarism
In case of plagiarism, college regulations will be applied. You must declare that this work is your
own by signing the following statement:

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.
Student signature: _______________________ Date: ___________________________
Table of Contents
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital
environment....................................................................................................................................4
P1 Present an overview of the digital marketing landscape and compare online and offline
marketing concepts.........................................................................................................................4
P2 Determine and analyze the key consumer trends and insights that are fueling the growth of
digital marketing..............................................................................................................................4
M1 Evaluate the opportunities and challenges facing the digital marketing landscape................4
D1 Demonstrate critical analysis and evaluation of the digital marketing landscape and the
impact of the growth of e-commerce.............................................................................................4
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and
mortar and other physical channels................................................................................................5
P3 Assess the key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels............................................................................5
P4 Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels.....................................................................................................5
M2 Critically analyze the use of appropriate digital tools, both hardware and software, to use in
a specific organization context to meet their marketing requirements.........................................5
LO3 Determine how to organize digital marketing activities and build multichannel capabilities
in an organization............................................................................................................................6
P5 Develop a digital marketing plan and strategy to build multi-channel capabilities...................6
P6 Explain how Omni channel marketing has evolved....................................................................6
M3 Apply the tools and techniques to plan an end-to-end Omni-channel marketing campaign.. 6
LO4 Evaluate methods of monitoring and measuring digital marketing effectively.......................7
Monitoring and measuring techniques:..........................................................................................7
Measurement of digital campaigns using KPIs, measurable metrics and use of analytics
platforms. Procedures used for measuring digital campaigns. Performance measures using
online metrics. Populations measures............................................................................................7
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing.........................................................................................................................................7
P7 Determine and evaluate the measurement techniques and performance metrics in digital
marketing.........................................................................................................................................7
P8 Present a set of actions to improve performance in digital marketing.....................................7
M4 Critically evaluate application of key digital measurement techniques and performance
metrics used in digital marketing....................................................................................................7
D2 Develop a coherent and logical digital marketing strategy and determine its implications.
Generate an actionable measurement framework that can be applied in an organizational
context.............................................................................................................................................8
Bibliography.....................................................................................................................................9
LO1 Demonstrate an understanding of the opportunities, challenges and impact of
the digital environment
The digital environment:
Define what we mean by digital marketing providing an overview of the digital
landscape. The differences between online and offline marketing concepts. Describe
the key benefits of digital marketing.
Opportunities of digital marketing:
The importance of customer insight and understanding in developing effective digital
marketing activities. Rise of online consumer power.
Challenges and impacts of digital marketing:
The shift from brands and suppliers to customers and their experience of the brand. The
impact of negative publicity and meeting customer expectations in the digital age. How
to track and monitor the multitude of different devices used by customers. The
competitive environment and rising above the ‘noise’. The growth of ‘micro-moments’
and their impact on business

P1 Present an overview of the digital marketing landscape and compare online and
offline marketing concepts.

P2 Determine and analyze the key consumer trends and insights that are fueling the
growth of digital marketing.

M1 Evaluate the opportunities and challenges facing the digital marketing

landscape.

D1 Demonstrate critical analysis and evaluation of the digital marketing landscape

and the impact of the growth of e-commerce.
LO2 Examine key digital tools, platforms and channels, comparing and contrasting
bricks and mortar and other physical channels
Digital tools, platforms and channels:
The use of digital platforms and the internet for revenue generation. The role of digital
marketing communications in relation to the 7Ps. Different types of digital tools and
digital hardware to support and enhance marketing. Consumer life-cycle stages of digital
adoption. The growth of online transactions and e-commerce. The role of different
automated and non-automated sales and support activities

P3 Assess the key digital tools and hardware that are available to marketers in
contrast to ‘bricks and mortar’ and other physical channels.

P4 Examine the development of e-commerce and digital marketing platforms and

channels in comparison to physical channels.

M2 Critically analyze the use of appropriate digital tools, both hardware and
software, to use in a specific organization context to meet their marketing
requirements.
LO3 Determine how to organize digital marketing activities and build multichannel
capabilities in an organization

Digital marketing activities:

The opportunities and challenges of a digital hardware landscape and the development
of multi-channel platforms and online interchanges. Digital marketing campaigns
planning. The use of omni-channel marketing to ensure the consistency of the consumer
experience in every aspect.

P5 Develop a digital marketing plan and strategy to build multi-channel capabilities.

P6 Explain how Omni channel marketing has evolved

M3 Apply the tools and techniques to plan an end-to-end Omni-channel marketing

campaign.
LO4 Evaluate methods of monitoring and measuring digital marketing effectively

Monitoring and measuring techniques:

Measurement of digital campaigns using KPIs, measurable metrics and use of analytics
platforms. Procedures used for measuring digital campaigns. Performance measures
using online metrics. Populations measures.
P7 Determine and evaluate the measurement techniques and performance metrics in
digital marketing.

P7 Determine and evaluate the measurement techniques and performance metrics

in digital marketing.

P8 Present a set of actions to improve performance in digital marketing.

M4 Critically evaluate application of key digital measurement techniques and

performance metrics used in digital marketing
D2 Develop a coherent and logical digital marketing strategy and determine its
implications. Generate an actionable measurement framework that can be applied
in an organizational context.
Bibliography
There are no sources in the current document