Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Assignment brief for digital marketing 5 n1364 v3

953 views

Published on

Course outline for Digital Marketing Diploma FETAC/QQI Level 5 Component Certificate. It is designed by Industry experts to incorporate the latest trends, strategies, real world experiences and best practices in the Digital Industry. This practical hands on course will give you a complete overview of all of the core channels and how they fit together in order to plan and deliver successful digital and social media marketing campaigns, applicable for both B2B and B2C businesses. It will also introduce businesses to the core competencies required to develop and execute digital marketing strategies and activities. It will provide a detailed understanding of what Digital Marketing is, major trends and important concepts such as Search Engine Optimisation (SEO), Science of Adwords Traffic, types of Online marketing, eMail Marketing, Viral Marketing, Online PR, and Social Networking and more!

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Assignment brief for digital marketing 5 n1364 v3

  1. 1. 1 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com Assignment Brief for Digital Marketing 5N1364 The SureSkills Diploma in Digital Marketing incorporating the FETAC award 5N1364 Level 5 in Digital Marketing is awarded to participants on the successful completion of the following criteria; 1. Evaluate the difference between digital and traditional Marketing 50 % 2. Develop a Digital Strategy 50 % Please submit your portfolio & project in word/PDF format with a title page containing;  Course code – 08092014  Your Name, Address, Contact Number, Email address, PPS Number, DOB ** this information is mandatory for FETAC  Contents page Part 1 – Essay which evaluates the difference between digital and traditional Marketing Part 2 – Digital Marketing Strategy  Bibliography/References  Appendices Closing date of Assignments is 5pm on the 31st October, 2014. Soft copy to – sharedservices@sureskills.com Please send hard Copy to; Shared Services, 14 Fitzwilliam place, Dublin 2 Your work can be presented in a variety of media, including written, graphic, visual or a combination of these. Assessment criteria, guidelines and marks available are included on the following sheets.
  2. 2. 2 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com FETAC Level 5 Digital Marketing - 5N1364 Assessment Brief Title and Code: Digital Marketing 5N1364 Level: 5 Assessment Technique: Portfolio/Collection of Work Marks: 50 Weighting: 50% Evaluate the differences between digital and traditional marketing. Scenario: The Garrison Spa and Lodge is a small hotel located in County Dublin. To date, The Garrison has relied on traditional marketing strategies such as advertising in local and national newspapers, editorials in specialist magazines such as Bride 2 Be and local radio advertising campaigns. Recently, The Garrison invested in the development of a new website that includes an online booking facility. However, the website has not managed to generate any new business so far. The General Manager wants to increase traffic to the site and is also interested in utilising Facebook and Twitter as marketing tools. He has asked you to put together information to assist him in understanding digital marketing and e-tools. Guidelines: Prepare a 1,500 word essay which evaluates the differences between digital and traditional marketing 1. Your information should include the following: a) An outline of the unique characteristics of the web as a marketing medium b) The differences between digital marketing and traditional marketing practice c) An overview of digital marketing strategies and how they can be integrated with traditional marketing d) An outline of the stages of digital marketing campaigns to include analysis, development, implementation and control using an example to illustrate the stages e) Details on the various e-tools available, outlining the strengths and weaknesses of each, to include social media marketing, blogs, rich media, email marketing, search engine optimisation, online advertising and their application to digital marketing campaigns
  3. 3. 3 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com FETAC Level 5 Digital Marketing - 5N1364 Marking Scheme Title and Code: Digital Marketing 5N1364 Level: 5 Assessment Technique: Portfolio/Collection of Work Marks: 50 Weighting: 50% Assessment Criteria Mark Total Mark Candidate Mark Total Candidate Mark An outline of the unique characteristics of the web as a marketing medium  List the key characteristics of the web from a marketing perspective  Overview of two characteristics of the web as a marketing medium 2 3 5 The differences between digital marketing and traditional marketing practice  Summary of the differences between digital and traditional marketing methods  Examination of two of the factors that differentiate digital marketing from traditional marketing practice 2 3 5 An overview of digital marketing strategies and how they can be integrated with traditional marketing  An overview of digital marketing strategies and factors for consideration such as budget, expertise and time  How digital marketing strategies can be integrated with traditional marketing methods 5 5 10 An outline of the stages of digital marketing campaigns to include analysis, development, implementation and controlusing an example to illustrate the stages  Overview of the stages – analysis development, implementation and control  Worked example of a digital marketing campaign following the four stages 3 7 10
  4. 4. 4 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com FETAC Level 5 Digital Marketing - 5N1364 Marking Scheme Title and Code: Digital Marketing 5N1364 Level: 5 Assessment Technique: Portfolio/Collection of Work Marks: 50 Weighting: 50% Assessment Criteria Mark Total Mark Candidate Mark Total Candidate Mark Details on the various e-tools available, outlining the strengths and weaknesses of each, to include social media marketing, blogs, rich media, email marketing, search engine optimisation, online advertising and their application to digital marketing campaigns  Overview and outline of strengths and weaknesses of:  Social media marketing  Blogs  Rich media  Email marketing  Search engine optimisation  Online advertising  Application of e-tools to digital marketing campaigns with specific focus on two of the above e-tools 2 2 2 2 2 2 8 20 Total marks for this piece of assessment - 50
  5. 5. 5 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com FETAC Level 5 Digital Marketing - 5N1364 Assessment Brief Title and Code: Digital Marketing 5N1364 Level: 5 Assessment Technique: Project Marks: 50 Weighting: 50% Scenario: Develop a Digital Strategy for a company (or product or service or division of a company). If you do not have a company to represent you can base your plan on any business idea that you would like to develop. Guidelines: The Digital Marketing strategy should include the following with a word count of 2,500  Executive Summary  Organisational Background  Situation analysis  Marketing strategy  Financials  Controls/Evaluation  Budget  Measurement and iteration Some tips for you; Identify your target audience - if you identify multiple targets, rank them in order of importance so that you can allocate marketing resources accordingly. Briefly profile each target group and understand their requirements and expectations so that you can pitch your campaign at the appropriate level. Set your objectives - possible objectives could include awareness raising entering new markets, launching a new product, focusing on sales (building Internet sales of a product or increasing the frequency of sales from regular customers), or internal efficiency (decreasing marketing costs, reducing order-taking and fulfilment costs, or improving customer retention rates). Or a mixture of all of the above.
  6. 6. 6 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com Decide on your marketing mix - you should choose a mix of digital marketing activities based on the technologies you learnt during the course that will help you achieve your objectives and fit in with any existing traditional marketing activities. Set a budget - careful budgeting allows you to prevent costs spiralling out of control. By identifying the possible returns you expect to make from your investment in digital marketing activities you can compare these with the costs and provide a brief cost benefit analysis. Action planning - identify the tactics for implementing your selected digital marketing activities. The plan should also cover other traditional marketing activities that are being undertaken. Measures your success - identify and build in feedback mechanisms and regular reviews to enable you to assess the success of your digital marketing activities. FETAC Level 5 Digital Marketing - 5N1364 Marking Scheme Title and Code: Digital Marketing 5N1364 Level: 5 Assessment Technique: Project Marks: 50 Weighting: 50% Assessment Criteria Mark Total Mark Candidate Mark Total Candidate Mark Executive Summary  Concise summary of the key elements of the Digital Marketing Plan to include an outline of the development of customised digital marketing campaigns to include the use of e-tools 5 5 Organisational background  Clear overview of the product, service or organisation including overview of client relationship management approach used to establish and maintain the business to business process 5 5 Situational analysis  Overview of current approach to digital marketing  SWOT analysis focussing on digital marketing to evaluate the effectiveness of current campaigns 5 5 10 Marketing Strategy  Choose appropriate e-tools to implement digital marketing strategy  Overview of digital marketing campaigns using chosen e- tools 4 10 20
  7. 7. 7 Dublin Belfast Austin/Ottawa +353 1 240 2262 +44 28 9093 5565 +1 855 278 7555 www.sureskills.com info@surekills.com Once you have submitted your assignment; 1. SureSkills internal verifier corrects assignments 2. FETAC External Verifier comes to SureSkills and clarifies and agrees Grades. 3. SureSkills Register all Participants onto FETAC Website for the next submission for FETAC certification 4. FETAC issue Certificates to SureSkills 5. SureSkills will then issue Certificates to all participants. If you have any queries in relation to the assignment, please contact SureSkills at ; sharedservices@sureskills.com  Outline of a planned digital marketing campaign from inception to completion 6 Financials  Overview of costs required to implement the plan to include internal and external resources 5 5 Measurement  Evaluate the effectiveness of campaigns using analytical e-tools to include an overview of control measures to be used to monitor and evaluate effectiveness 5 5 Total marks for this piece of assessment - 50

×