Assessment Tasks: In today’s rapidly changing digital landscape, organisations are showing interestsin innovative strategies and tools to maintain a competitive edge. Brands increasingly utilise digital channels, platforms, and technologies to enhance customer engagement and drive growth. This includes leveraging social media networks, e-commerce platforms, marketing automation, AI-driven personalization, and data analytics to optimise campaigns and improve decision-making.
For this task, you are required to select a brand that effectively implements these digital marketing strategies and develop a comprehensive digital communications plan. Your portfolio should demonstrate your understanding of creative technologies by including five examples of digital communication tools or channels, clearly illustrating how each is used to achieve specific marketing objectives. The plan should highlight techniques for maximising engagement, improving customer experiences, and driving measurable results.
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Additionally, you will write a 500-word reflective report summarizing your learning journey throughout this module. For instance, discuss what you learned, what worked well, and areas that could have been improved.
Further Guidance:
Your portfolio must include five examples of integrated marketing tools, selected from the following options:
Social Media Marketing Content Marketing Search Engine Optimization (SEO) Pay-Per-Click (PPC) Advertising Short-form Video Content Mobile-optimised Website Design Google Analytics Chatbot Important Note: You do not need to include traditional marketing methods in this portfolio.
Within your portfolio, ensure that each example is part of an integrated marketing campaign and propose suitable marketing channels.
As part of your portfolio, you are required to provide a summary reflection in which you are required to.
-Briefly discuss the importance and application of digital marketing tools in contemporary marketing, highlighting their significance in reaching and engaging with the target audience.
-Justify the effectiveness of the integrated digital marketing tools you have chosen by referencing academic theories, practitioner sources, and practical examples from real companies. Explain how these tools are likely to persuade the customer to respond to the promotional campaign.
Declaration:At the end of the assessment, you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.
Minimum Secondary Research Source Requirements:
It is expected that the Reference List will contain between five and ten sources. As a MINIMUM the Reference List should include one refereed academic journal and three academic books
Specific Assessment Criteria/Marking Scheme:
Excellent (70% and above): The portfoliowill demonstrate an exceptional understanding of the digital marketing plan and its application using creative technologies in digital campaigns. Your discussion should be insightful, reflecting deep engagement with market research and databases, presents an excellent and cohesive discussion of findings through the interpretation and evaluation of information sources. Draws clear, justified and thoughtful conclusions. Demonstrates clearly creativity and initiative.Applies excellent problem-solving skills.The portfolio should be logically structured, with minimal to no spelling or grammatical errors, and exhibit a critical evaluation throughout.
Very Good (60-69%):The portfolio will demonstrate a good understanding of the digital marketing plan and uses of digital technologies in marketing campaigns. Demonstrates a thorough breadth of knowledge and understanding of theory and practice for this level.A good use of market research databases, though there may be room for greater critical engagement are also expected in this portfolio. The structure will be very good, with only minor errors in grammar or style.
Good (50-59%):The portfoliowill represent an adequate understanding of the digital marketing planand the application of digital technologies in marketing campaigns. Presents a logical discussion of findings through the interpretation and evaluation of information sources. Draws clear and justified conclusions.Demonstrates some creativity and initiative.Applies sound problem-solving skills.The report will demonstrate some use of market research databases, but the analysis may be more superficial.
Satisfactory (40-49%):The portfolio will show a satisfactory understanding of the digital marketing planand the application of digital technologies in marketing campaigns. The discussion may be somewhat descriptive rather than analytical, and the comparative analysis between the two brands may lack depth or coherence.Demonstrates a sufficient breadth of knowledge and understanding of theory and practice for this level.
Fail (39% and below): Students who do not meet the requirements of a third-class grade will not have successfully completed the assessment activity.
General Assessment Criteria for Written Assessments
GENERAL ASSESSMENT GUIDELINES – LEVEL HE4 Relevance
Learning outcomes must be met for an overall pass
Knowledge and Understanding Analysis, Creativity and Problem-Solving Self-awareness and Reflection Research/
Referencing
Written English Presentation and Structure
Class I (Exceptional Quality)
85% – 100%
Work is directly relevant and expertly addresses the requirements of the brief.
Learning outcomes are met.
Demonstrates breadth of knowledge and understanding of theory and practice beyond the threshold expectation for the level.
Demonstrates excellent understanding of key concepts in different contexts.
Presents an excellent and cohesive appraisal of findings through the critical analysis of information.
Draws clear, justified and thoughtful conclusions.
Demonstrates creative flair, originality and initiative.
Demonstrates a critical understanding of problem-solving approaches and applies strong problem-solving skills.
Provides insightful reflection and self-awareness in relation to the outcomes of own work and personal responsibility. A wide range of contemporary and relevant reference sources selected and drawn upon.
Sources cited accurately in both the body of text and in the Reference List/ Bibliography.
Writing style is clear and appropriate to the requirements of the assessment. An exceptionally well written answer with competent spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used.
A wide range of appropriate vocabulary is used.
The presentational style and layout are correct for the type of assignment.
Evidence of planning and logically structured.
Where relevant, there is effective placement of, and reference to, figures, tables and images.
Class I (Excellent Quality)
70% – 84%
Work is relevant and comprehensively addresses the requirements of the brief.
Learning outcomes are met.
Demonstrates an excellent breadth of knowledge and understanding of theory and practice for this level.
Demonstrates in-depth understanding of key concepts.
Presents an excellent and cohesive discussion of findings through the interpretation and evaluation of information sources.
Draws clear, justified and thoughtful conclusions.
Demonstrates clearly creativity and initiative.
Applies excellent problem-solving skills.
Provides excellent reflection and self-awareness in relation to the outcomes of own work and personal responsibility. A range of contemporary and relevant reference sources selected and drawn upon.
Sources cited accurately in both the body of text and in the Reference List/Bibliography.
Writing style is clear and appropriate to the requirements of the assessment. An excellently well written answer with competent, spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used.
A wide range of appropriate vocabulary is used.
The presentational style and layout are correct for the type of assignment.
Evidence of planning and logically structured.
Where relevant, there is effective placement of and reference to, figures, tables and images.
Class II/i (Very Good Quality)
60% – 69%
Work is relevant and addresses most of the requirements of the brief well.
Learning outcomes are met.
Demonstrates a thorough breadth of knowledge and understanding of theory and practice for this level.
Demonstrates very good understanding of key concepts.
Presents a perceptive and cohesive discussion of findings through the interpretation and evaluation of information sources.
Draws clear and justified conclusions.
Demonstrates creativity and initiative.
Applies strong problem-solving skills.
Provides justified reflection and self-awareness in relation to the outcomes of own work and personal responsibility, as required by the assessment. A range of appropriate reference sources selected and drawn upon.
Sources cited accurately in the main in the text and in the Reference List/ Bibliography.
Writing style is clear and appropriate to the requirements of the assessment. A very well written answer with competent spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used.
A range of appropriate vocabulary is used.
The presentational style and layout are correct for the type of assignment.
Evidence of planning and logically structured in the main.
Where relevant, there is effective placement of figures, tables and images.
Relevance
Learning outcomes must be met for an overall pass
Knowledge and Understanding Analysis, Creativity and Problem-Solving Self-awareness and Reflection Research/
Referencing
Written Eng