Assignment brief
Assignment front sheet
Qualification / Unit number and title
Pearson BTEC Level 5 HND Diploma in Business(Marketing) / Unit 24: Digital Marketing (15 credits) (Assignment 1)
Learner name / Assessor name
Alex Lok
Date issued / Hand in deadline / Submitted on
28 April 2017 / BDB7: 05 June 2017
BDB8: 07 June 2017
Assignment title / A digital marketing initiative for chain stores of electric appliances
In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.
Criteria reference / To achieve the criteria the evidence must show that the learner is able to: / Evidence
(Page No)
P1 / Present an overview of the digital marketing landscape and compare online and offline marketing concepts.
P2 / Determine and analyse the key consumer trends and insights that are fuelling the growth of digital marketing.
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.
M1 / Evaluate the opportunities and challenges facing the digital marketing landscape.
M2 / Critically analyse the use of appropriate digital tools, both hardware and software, to use in a specific organisation context to meet their marketing requirements.
D1 / Demonstrate critical analysis and evaluation of the digital marketing landscape and the impact of the growth of e-commerce.
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the work. I understand that false declaration is a form of malpractice. I understand that “PLAGIARISM” means taking and using the ideas, writings, works or inventions of another as if they were my own and will be treated as disqualification
Learner signature: Date:

Higher Nationals

Assignment Brief – BTEC (RQF)

Higher National Diploma in Business (Marketing)

Student Name/ID Number
Unit Number and Title / 24 Digital Marketing
Academic Year / 2016/2017
Unit Assessor / Alex Lok
Assignment Title / A digital marketing initiative for chain stores of electric appliances
Issue Date / 28 April 2017
Submission Date / BDB7: 05 June 2017 BDB8: 07 June 2017
IV Name
Date
Submission Format:
The report should be typewritten in Times New Roman, font size 12, 1.5 lines spacing on A4 paper, page numbered and be submitted bound. This is in the form of group written report, form a group of 3 to 5 members to produce a report to an organisation/company which you selected with the quoted task. You are required to make sure of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.
The submission should be inclusive of
1. Group Contract
2. Meeting Agenda
3. Meeting Minute
4. Self Reflection Form
5. Peer Evaluation
A cover page, table of contents page, charts/diagrams/process and a reference page is used as the skeleton of the assignment.
Unit Learning Outcomes:
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment
LO2 Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels
Assignment Brief and Guidance:
There are a number of local chain stores selling electric appliances. The product ranges vary from smart phones, personal computers, digital cameras to television sets, air-conditioners, washing machines. Depending on the products sold, the services may include briefing on routine operations, physical deliveries, on-site installations, and hotline services.
Consumers may access product and service information in their web sites. Some local chain stores even support online purchasing that consumers select products, pay online, and wait for deliveries. Some others encourage online-to-offline (O2O) model that consumers search the web sites for details and recommendations, then purchase at the physical stores.
There are drawbacks in these business models. Channel cannibalisations may be evidenced when online business increases while retail retracts. On the contrary, O2O model increases the operating cost when maintaining both web site services and physical store services.
Select one of the local chain stores. Study the business model. Identify the problems. Analyse possible digital tools to resolve the problems. Suggest recommendations to the business owners.
Produce a report of the following according to the above scenario:
The digital environment:
1.  Define what we mean by digital marketing providing an overview of the digit landscape.
2.  The differences between online and offline marketing concepts.
3.  Describe the key benefits of digital marketing.
Opportunities of digital marketing:
4.  The importance of customer insight and understanding in developing effective digital marketing activities.
5.  Rise of online consumer power.
Challenges and impacts of digital marketing:
6.  The shift from brands and suppliers to customers and their experience of the brand.
7.  The impact of negative publicity and meeting customer expectations in the digital age.
8.  How to track and monitor the multitude of different devices used by customers.
9.  The competitive environment and rising above the ‘noise’.
10. The growth of ‘micro-moments’ and their impact on business.
Digital tools, platforms and channels:
11. The use of digital platforms and the Internet for revenue generation.
12. The role of digital marketing communications in relation to the 7Ps.
13. Different types of digital tools and digital hardware to support and enhance marketing.
14. Consumer life-cycle stages of digital adoption.
15. The growth of online transactions and e-commerce.
16. The role of different automated and non-automated sales and support activities.
Learning Outcomes and Assessment Criteria
Learning Outcome / Pass / Merit / Distinction
LO1 Demonstrate an understanding of the opportunities, challenges and impact of the digital environment / P1 Present an overview of the digital marketing landscape and compare online and offline marketing concepts.
P2 Determine and analyse the key consumer trends and insights that are fuelling 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 / 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 analyse the use of appropriate digital tools, both hardware and software, to use in a specific organisation context to meet their marketing requirements.


Higher Nationals - Summative Assignment Feedback Form

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Unit Title / A digital marketing initiative for chain stores of electric appliances
Assignment Number / 1 / Assessor / Alex Lok
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