CIM Level 4 Certificate in Professional
Marketing
Digital Marketing (2103)
June 2015
Portfolio
The portfolio comprises SIX compulsory tasks
Task 1 is worth 5 marks
Task 2 is worth 15 marks
Task 3 is worth 15 marks
Task 4 is worth 15 marks
Task 5 is worth 30 marks
Task 6 is worth 10 marks
10 marks are available for format and communication of information
Total marks available – 100
Candidate guidance





Answer all tasks
The available marks are shown alongside each part of the task
10 marks are available for overall format and communication of information
Read all tasks carefully before attempting them
Refer to portfolio software user manual
© The Chartered Institute of Marketing 2015
Digital Marketing (2103) – June 2015
Scenario: Customer retention
In your role within the marketing function of your own organisation, or one of your choice,
your manager has asked you to assess the appropriateness of various digital marketing
activities in regard to customer retention. You have been asked to keep a portfolio as
evidence of research, findings, plans and recommendations.
You are asked to prepare a portfolio submission. In order to do this you will be given
access to portfolio software managed by CIM. Access details will be provided once you
have registered with CIM for the assessment, and your chosen accredited study centre has
begun the teaching process.
The portfolio platform will be used to host all of your work produced in response to the six
tasks.
There are TEN marks available for the entire assessment where you will be rewarded for
the format and communication of information.
You should acknowledge all sources/methodologies/applications using the Harvard
referencing system, and upload the reference list as part of your portfolio.
NB: All tasks should be based on the theme of digital marketing and customer retention.
Maximum minute count for podcast: 5 minutes
Maximum word count: 3,000 words
Maximum slide count: 6 presentation slides
Page 2 of 12
Digital Marketing (2103) – June 2015
TASK 1
Assessment criteria covered in Task 1:
Please refer to the module specification for assessment criteria details.
Required:
Produce a 5-minute podcast that describes the background to your chosen
organisation, including the target markets, products, competition and your
role. The podcast should be recorded as an audio file and uploaded to your
portfolio.
(5 marks)
(Maximum minute count – 5 minutes)
Page 3 of 12
Digital Marketing (2103) – June 2015
TASK 2
Assessment criteria covered in Task 2:
AC1.2, AC1.3, AC1.4, AC2.1, AC2.2
Please refer to the module specification for assessment criteria details.
Required:
Conduct secondary research online and collect relevant information that
outlines the key changes in customer behaviour that is driven by the
dynamic digital marketing environment. Outline how significant these
changes in behaviour are in relation to improving the engagement and
retention of your key customers through digital marketing activity.
Present your findings, using both text and visual media, in the form of a
blog article to be uploaded as part of your portfolio.
(15 marks)
(Maximum word count – 500 words)
Page 4 of 12
Digital Marketing (2103) – June 2015
TASK 3
Assessment criteria covered in Task 3:
AC1.2, AC1.3, AC1.4, AC2.2, AC2.3
Please refer to the module specification for assessment criteria details.
Required:
Identify and describe THREE different ways that organisations, competing
in any industry sector other than that of your chosen organisation, are using
the internet as a vehicle for revenue generation.
Provide an overview of the key stages of the online journey that the
customer takes when engaging with these organisations.
This task should be presented as a series of no more than SIX slides with
supporting speaker notes, and uploaded to your portfolio.
(15 marks)
(Maximum – 6 slides)
(Maximum – 100 words for speaker notes per slide)
Page 5 of 12
Digital Marketing (2103) – June 2015
TASK 4
Assessment criteria covered in Task 4:
AC3.2, AC3.3, AC3.4, AC4.2, AC4.3
Please refer to the module specification for assessment criteria details.
Required:
Conduct an external analysis of the current digital marketing activities
undertaken by a key competitor.
Develop, and upload to your portfolio, a briefing paper that identifies and
evaluates how a key competitor to your chosen organisation is using digital
marketing tools and digital platforms to:


Engage with its customers
Enhance the customer experience.
(15 marks)
(Maximum word count – 550 words)
Page 6 of 12
Digital Marketing (2103) – June 2015
TASK 5
Assessment criteria covered in Task 5:
AC3.1, AC3.2, AC 3.4, AC4.2,AC4.4, AC5.1, AC5.2, AC5.3, AC5.4
Please refer to the module specification for assessment criteria details.
Required:
Based on your findings (from the previous tasks) in relation to customer
behaviour, engagement and revenue generation; produce an outline digital
marketing plan that recommends:




TWO objectives to support customer retention (engagement)
A Retention (engagement) Strategy
A Digital Marketing Mix
An Implementation Plan
(30 marks)
(Maximum word count – 1000 words)
Page 7 of 12
Digital Marketing (2103) – June 2015
TASK 6
Assessment criteria covered in Task 6:
AC6.1, AC6.2, AC6.3, AC6.4
Please refer to the module specification for assessment criteria details.
Required:
With reference to the outline digital marketing plan produced for Task 5
develop, and upload to your portfolio, a briefing paper that recommends
different methods that can be employed for the control and measurement of
each digital marketing activity recommended in the plan.
(10 marks)
(Maximum word count – 350 words)
Page 8 of 12
Digital Marketing (2103) – June 2015
TASK 1 – PODCAST
TASK 1 – MAXIMUM minute count: 5 minutes
Guidance notes:
A podcast can be produced using free software such as Microsoft®
Sounds Recorder, Audacity® or Garageband®. Once produced it
can be uploaded to the candidate’s portfolio with a brief description.
TASK 2 – BLOG ARTICLE
TASK 2 MAXIMUM word count: 500 words
Candidates need to evidence the activity within the portfolio
including images, screenshots, video, and relevant attachments from
the activities conducted. The research presented in the blog article
should include any relevant visual representations of data and key
findings.
Guidance notes:
Data and information can be drawn from numerous sites that offer
insight into online behaviour in the UK these can include, but are not
limited to, organisations such as Ofcom, YouGov, ONS, ComScore,
Mintel and Nielsen. Many of these sources are specific to UK
markets, but equivalent international sources can also be consulted.
The material should be presented in the style of a blog article, with
good visuals – images and data – as well as a clear introduction and
relevant sub-headings.
Page 9 of 12
Digital Marketing (2103) – June 2015
TASK 3 – SLIDES with SPEAKER NOTES
TASK 3 MAXIMUM: 6 presentation slides. No more than 100 words for speaker
notes per slide.
The research presented should include relevant visual
representations (these may include as screengrabs, charts and
pictograms/infographics).
It is recommended that this task should be carried out over a period
of no more than two weeks. The candidate needs to evidence the
activity within the slides, including images, screenshots, references
and data from the activities conducted.
Guidance notes:
The candidate should identify and research THREE different ways
organisations, that operate in any industry other than their chosen
organisation, use the internet to generate revenue/income.
Ideally, the findings can be drawn from online research into the
chosen organisation’s web presence and commerce model. Areas for
consideration in relation to revenue generation could include ecommerce, m-commerce, s-commerce or t-commerce.
TASK 4 – BRIEFING PAPER
TASK 4 MAXIMUM word count: 550 words
The briefing paper is to be written for an internal audience and
uploaded to the portfolio.
Guidance notes:
The strengths and weaknesses of current digital marketing activities
should be identified, using relevant theoretical concepts and
frameworks. There needs to be consideration of how these digital
marketing tools (or activities/tactics), coordinate in order to meet,
and potentially enhance, the needs of the key competitor’s
customers online.
The second part of the briefing paper requires a consideration as to
how the digital marketing activities link with the platforms that the
customers use when accessing content online.
Page 10 of 12
Digital Marketing (2103) – June 2015
TASK 5 – PLAN
TASK 5 MAXIMUM word count: 1000 words
For the plan, the candidate is free to choose any relevant model
such as SOSTAC®, APIC, MAOSTIC or one that is currently used by
the candidate’s chosen organisation, if suitable.
The relevant stages of the plan (as outlined in the task) need to be
applied to the chosen organisation, to demonstrate understanding of
the process.
Objectives should be developed using appropriate theoretical
frameworks, and be linked to research findings from previous tasks.
Guidance notes:
The retention strategy (engagement) recommended should be
developed with consideration of appropriate theory and models
linked to online customer behaviour.
Appropriate digital campaign tools should be identified and applied in
the tactics stage, linked to theory, with a focus on integration and
synergy.
The implementation plan will be in the form of a Gantt Chart or
project plan considering activities, schedule and a simple budget.
TASK 6 – BRIEFING PAPER
TASK 6 MAXIMUM word count: 350 words
The briefing paper should be focussed and succinct. There is no
expectation that any of the content from Task 5 will be repeated, but
it can be referred to.
The focus is on the identification of relevant metrics and tools that
can be used to gather this data in the context of the outline digital
marketing plan developed in Task 5.
Guidance notes:
Based on the objectives, strategy and tactics recommended in the
outline digital marketing plan, identify what needs to be measured in
order to evaluate performance and achievement as well as the
different tools that can be used to measure.
Images can be included if required but they are not essential.
Page 11 of 12
Digital Marketing (2103) – June 2015
REFERENCE LIST
Guidance notes:
A reference list, covering all tasks and following Harvard format,
must be uploaded to the portfolio.
APPENDICES
Guidance notes:
Appendices to support the tasks, where appropriate, are to be
uploaded to the portfolio.
Page 12 of 12