1. CAM Marketing and Consumer Behaviour January to June 2011
CAM Diploma
126 – Digital Marketing Planning
Assignment Brief and Mark Scheme
December 2013
Candidates must answer ALL tasks.
CAM Regulations
All CAM qualifications are awarded by the CIM Awarding Body and
CIM policies and regulations apply to all CAM candidates and
Accredited Study Centres.
Candidates must ensure that they are CAM studying members and
have registered for this assignment by the required CAM/CIM
deadline (printed on page six of the guidance notes). Once booked,
if candidates later find that they are unable to submit to the
December 2013 session they will need to book and pay again to
submit to the March 2014 session. Fees are not transferable
between sessions and extensions to the published deadline dates
will only be considered on medical grounds.
If an assignment is received from a candidate who has not booked
by the above closing date, the relevant assignment entry fee will be
raised along with a £100 late entry fee.
Candidate
Declaration
Candidates must adhere to the CAM/CIM policies and guidance
notes relating to word count, plagiarism and collusion when
compiling this assignment and include the following declaration
statement on the front cover of the assignment:
‘I confirm that in forwarding this assignment for marking,
I understand and have applied the CAM/CIM policies relating to
word count, plagiarism and collusion for all tasks. This assignment
is the result of my own independent work except where otherwise
stated. Other sources are acknowledged in the body of the text, a
bibliography has been appended and Harvard referencing has
been used. I have not shared my work with other candidates.
I further confirm that I have submitted an electronic copy of this
assignment to CIM in accordance with the regulations.’
© CAM Foundation 2013

2. CAM Digital Marketing Planning Assignment Brief December 2013
Guidance notes for candidates
These guidance notes refer to all CIM and CAM assignment briefs.
Assignment regulations
Candidates must complete the assignment brief published by The Chartered Institute of Marketing
(CIM) for the relevant academic session. Candidates are able to ask for advice from regarding the
brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and
apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are
available on the CIM Learning Zone at www.cimlearningzone.co.uk. Each assignment must be
completed individually.
Context
Candidates must refer to the guidance notes in each specific assignment brief.
Confidentiality
Candidates using organisational information dealing with sensitive/confidential material or issues, must
seek advice and permission from the organisation about its inclusion in an assignment. Where
confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be
attributed to a particular organisation.
When submitting assignments to CIM, candidates may choose to opt out by ticking the box on
the assignment/project front sheet, indicating they have not given CIM permission to use the
work for any other purpose.
All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a
declared conflict of interest. All assignments are stored securely and are shredded confidentially after
12 months.
Assignment criteria and mark schemes
The assignment brief includes the assessment criteria and mark scheme, together with guidance
notes. The guidance notes indicate the types of information and the format that are required. It is
important that, when assignments are issued, discussions take place between candidates and tutors
to clarify understanding of the assignment brief.
Assessment criteria and mark schemes are included so that candidates can see where marks will be
allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the
assessment criteria and mark schemes where appropriate.
Grade descriptors
Grade descriptors, used by examiners as part of the marking process, comprise the following
elements:




evaluation
application
concept
presentation.
The weightings of these elements are used to inform grades within a level and differentiate between
levels. To maximise marks, candidates need to consider the weighting of the four elements at the
relevant level.
Page 2

3. CAM Digital Marketing Planning Assignment Brief December 2013
Relative weightings
Concept
Application
Evaluation
Presentation
Introductory Certificate
in Marketing
45%
30%
15%
10%
Professional Certificate
in Marketing
40%
30%
20%
10%
Professional Diploma in
Marketing
30%
30%
30%
10%
Chartered Postgraduate
Diploma in Marketing
15%
30%
45%
10%
CAM Diplomas
40%
30%
20%
10%
Tutor guidance to candidates
Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer
specific subject-related questions related to the assignment. Feedback given will be focused around
the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors
in relation to the candidates’ chosen organisation.
As tutors are not part of the official CIM marking process, they are not in a position to indicate possible
grades through verbal feedback. Candidates should not submit their completed assignment to their
tutor to request guidance for improvement as tutors cannot review completed assignments and return
these to candidates with suggested changes. Evidence of an Accredited Study Centre doing this will
result in the assignment being sent back unmarked.
Word count policy
The total number of words used for the whole assignment must be indicated on the front cover of the
assignment. Pages must be numbered for ease of reference.
Candidates must comply with the recommended word count, within a margin of -/+10%. For some
tasks a specified number of pages is given as an alternative to the word count.
Areas included in the word count are as follows (unless otherwise specified in the individual
assignment brief):






tables
charts
diagrams
graphs
references (information such as specific quotations, author information)
headings
Areas excluded from the word count are:




contents ( if used)
executive summary (if required or used – please refer to specific brief requirements)
bibliography
appendices.
Therefore, if candidates use tables to present their answer in the main body of the text, the words
used (or where appropriate, the number of pages) will be counted and the rules relating to word count
or number of pages will apply.
Page 3

4. CAM Digital Marketing Planning Assignment Brief December 2013
When a task requires candidates to produce presentation slides, with supporting notes, the word count
applies to the supporting notes only. Where a task requires candidates to work to a specific format, for
example, PowerPoint slides, candidates must refer to the specific brief’s guidance notes.
Where candidates’ work has contravened the word count policy it will be reviewed by the Senior
Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a
final decision is made on whether the assignment will be assessed.
It is important that candidates adhere to the word count policy, as assignments that exceed the
recommended word count, or number of pages, may be declared null and void and the
candidate will be asked to complete and submit a new assignment.
Presentation
Candidates should present their work professionally, using tables and diagrams to support and/or
illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be
included in either the appendix or the main body of the text. If tables are included as appendices, the
findings must be summarised or referenced within the main body of the text for marks to be awarded.
Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size
must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman.
At the top of each page (in the header) candidates must insert the unit name and their membership
number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point).
Candidates must not include their name in any part of the assignment.
Guidance on inserting PowerPoint slides into Word documents is available on the CIM Learning Zone
www.cimlearningzone.co.uk website.
Appendices
Appendices should only be included where necessary and should be used to accommodate tables
and diagrams to support/illustrate the main body of the text. No marks are awarded for work included
in the appendices, and these should not be used as alternative locations for work that should appear
in the main text. Appendices should not include published secondary information, such as annual
reports or company literature, etc.
Referencing and professionalism
A professional approach to work is expected. Candidates must:



identify and acknowledge ALL sources/methodologies/applications used
use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone websites)
express work in plain business English. Marks are not awarded for use of English, but a good
standard of English will help candidates to express their understanding more effectively.
All work that candidates submit as part of the CIM requirements must be expressed in their own words
and incorporate their own judgements. Direct quotations from the published or unpublished work of
others, including that of tutors or employers, must be appropriately referenced. Authors of images
used in reports and audio-visual presentations must be acknowledged.
Plagiarism and collusion
Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves
presenting work, excerpts, ideas or passages of another author without appropriate referencing and
attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas,
content, wording and/or structure that the similarity goes beyond what might have been mere
coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing
their own work, copying another candidate’s work, quoting work from another source without
Page 4

5. CAM Digital Marketing Planning Assignment Brief December 2013
recognising and disclosing that source, or using agencies that provide assignment writing services will
be penalised and their assignment may be declared null and void.
It is a candidate’s responsibility to understand what constitutes an academic offence, and, in
particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials
and supporting CIM policies are available on the CIM Learning Zone www.cimlearningzone.co.uk
website.
In submitting the assignment for this unit, and completing the relevant declaration statement, the
candidate is confirming that all the work submitted is their own and does not contravene CIM policies,
including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form,
confirming that to the best of their knowledge the work submitted is the candidates’ own. If a tutor has
concerns about the authenticity of a candidate’s submission, it is highlighted on this form. CIM
reserves the right to return assignments if the necessary declaration statements have not been
completed.
A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their
work reviewed and plagiarism detection software may be used. A candidate found to be in breach of
these regulations may be subject to one or more of the following: disqualification from membership;
refused award of unit or qualification; disqualification from other CIM assignments/qualifications;
refused the right to retake units/qualifications.
Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will
be informed of the outcome.
Submission of assignments
Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to
their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to
accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an
individual candidate.
A candidate’s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM
by the required CIM deadline.
It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validity
checks and will not be accepted by CIM as a substitute for the hard copy.
Hard copy instructions
The assignment must be held together by a treasury tag in the top left hand corner, but not bound or
put in a wallet of any kind.
Electronic copy instructions
Candidates must submit an electronic copy of their assignment to their Accredited Study Centre,
according to the following guidelines:



candidates can only submit ONE file per unit to their Accredited Study Centre
file types that are acceptable are: .doc .docm .docx .rtf .pdf
the maximum file size per submission is 4mb; candidates should make every effort to reduce the
size of the file submitted.
Candidates’ Accredited Study Centres are responsible for submitting an electronic copy of each
candidate’s assignment to CIM.
Final grades
Final grades will be sent to candidates within three months of the CIM deadline.
Page 5

6. CAM Digital Marketing Planning Assignment Brief December 2013
Assignment deadlines
CIM has strict deadlines for Accredited Study Centres.
December 2013 assignment session
In order to submit to this session, candidates must register by the deadline: 27 September 2013
(online: 4 October 2013). Candidates must submit the assignment by their Accredited Study Centre’s
deadline, which will be different to CIM’s deadline. It is the candidate’s responsibility to contact the
tutor for the submission deadline.
A candidate’s Accredited Study Centre must submit the assignment and accompanying paperwork to
be received by CIM no later than the CIM deadline: 6 December 2013
Results released: February 2014
Page 6

7. CAM Digital Marketing Planning Assignment Brief December 2013
DIGITAL MARKING PLANNING
ANSWER ALL TASKS
Developing a digital marketing plan
Role and scenario
In your role as Digital Marketing Assistant in your organisation, or a suitable organisation of
your choice, you have been asked by the Digital Marketing Manager to contribute to the
development of a 12-month digital marketing plan for your online offering. This should be
considered in relation to the organisation’s broader marketing and corporate goals and
objectives. You should make it clear how the digital marketing plan supports the higher level
organisational and marketing objectives.
You are required to contribute to the development of a digital marketing plan, with
appropriately justified ideas, in the context of ONE of the following scenarios:

making a contribution to a significant increase in customer engagement and retention
within your own organisation, or a suitable organisation of your choice
OR

making a contribution to a significant increase in customer engagement and retention
within a not-for-profit making organisation that you are familiar with.
Context
Within your role, you are required to produce a report that will initially review the existing
digital marketing strategies and tactics of your chosen organisation. Based on this work, you
will then be required to develop and articulate a realistic and relevant digital marketing plan
around the digital marketing mix related to one of the scenarios above. Your plan should be
developed for a 12-month period.
Tasks
Preparatory work

Briefly describe the existing core digital marketing activities of your chosen organisation,
including its current online strategy and tactics (including its online mix – 4Ps, use of
social media, revenue models, online customer service and e-CRM), in relation to its
target market and main competitors.

Undertake a digital marketing audit on the organisation’s current position. This will
provide the evidence base for the development of the digital marketing plan in the
selected scenario. You are expected to select suitable planning analytical tools and utilise
credible data sources and literature. The audit should also include a clear profile of the
target market(s).

The findings generated must be included in the appendix to your digital marketing plan
(five sides of A4 maximum, no marks allocated).
Page 7

8. CAM Digital Marketing Planning Assignment Brief December 2013
Task One
You are asked to prepare a report, based on your audit, that:

briefly analyses the online offerings of ONE major competitor of your chosen organisation

identifies the strengths and weaknesses of the interaction, personalisation and dialogue
contained within your chosen organisation’s online presence

evaluates the distinctiveness of your organisation’s online presence in the areas outlined
above, compared with that of the major competitor

outlines a profile of your chosen organisation’s main target market(s), using internal and
external data, that highlights their key characteristics, online behaviour, other media
consumption habits, lifestyle, and wants and expectations, developed from the
preparatory work

identifies key objectives for your chosen organisation’s future digital strategy, linked to
your chosen scenario

based on the information gathered and any objectives identified, presents an outline
digital marketing plan that will effectively deliver the key objectives identified

outlines the tactical aspects of the digital marketing mix that will enable the organisation
to either move to the next level of ‘web presence’ or improve its performance at the
current level.
Word count: 3,000 words maximum
Appendices: Audit findings – five sides of A4 maximum
Task Two
Produce a briefing paper for your Digital Marketing Manager to take to the Marketing Director
that:

evaluates the benefits of the digital planning process for the organisation of your choice

recommends TWO improvements that should be made to the process currently used in
the organisation.
Word count: 1,000 words maximum
Page 8

9. CAM Digital Marketing Planning Assignment Brief December 2013
ASSESSMENT CRITERIA AND MARK SCHEME
Marks
Available
Assessment Criteria
TASK ONE
Brief analysis of the online offerings of ONE major
competitor of the chosen organisation
Identification of the strengths and weaknesses of
the interaction, personalisation and dialogue
contained within the chosen organisation’s online
presence
Evaluation of the distinctiveness of the
organisation’s online presence in the areas outlined
above, compared with that of the major competitor
Outline of a profile of the chosen organisation’s
main target market(s), using internal and external
data, that highlights their key characteristics, online
behaviour, other media consumption habits,
lifestyle, and wants and expectations, developed
from the preparatory work
Identification of key objectives for the chosen
organisation’s future digital strategy, linked to the
chosen scenario
Based on the information gathered and any
objectives identified, presentation of an outline
digital marketing plan that will effectively deliver the
key objectives identified
20
10
40
Outline of the tactical aspects of the digital
marketing mix that will enable the organisation to
either move to the next level of ‘web presence’ or
improve its performance at the current level
TASK TWO
Evaluation of the benefits of the digital planning
process for the chosen organisation
Recommendations of TWO improvements that
should be made to the process currently used in the
organisation.
10
10
FORMAT AND PRESENTATION




Relevance to the tasks
Use of supporting concepts and frameworks
Professional tone and required format
Harvard referencing
Total Mark
10
100
Marked by
PRINT NAME
Date
Senior Examiner
PRINT NAME
Date
Page 9
CAM
Examiner’s
Mark
CAM
Moderated
Mark

10. CAM Digital Marketing Planning Assignment Brief December 2013
Developing a digital marketing plan
Guidance notes
Candidates undertaking this assignment are expected to focus their efforts on carrying out an
analysis of the organisation’s online marketing provision, together with the development of
target market profiles and an evaluation of key competitor offerings. With this information,
candidates are required to produce an appropriate digital marketing mix for their chosen
scenario that will form the basis of a digital marketing plan. Candidates may apply existing
organisational objectives or strategies, or briefly outline their own.
The digital marketing plan should be contextualised around ONE of the following two
scenarios:

making a contribution to a significant increase in customer engagement and retention
within the candidate’s own organisation, or a suitable organisation of their choice
OR

making a contribution to a significant increase in customer engagement and retention
within a not-for-profit making organisation that the candidate is familiar with.
The chosen scenario should provide the candidate with the opportunity to analyse the
organisation’s current online presence and enable the development of a proposed plan within
a relevant timescale as stated (12-month plan). As with any plan, marketing decision-makers
must consider how the plan can be implemented, and anticipate any problems in its
execution. The candidate is required to review aspects of the planning process from both a
theoretical and a practical perspective.
Preparatory work
Evaluating the digital marketing provision
Marketing focuses on the needs and wants of the customer and must attempt to understand
buyer behaviour and motivations: it is no different in digital marketing. The preparatory work
requires the candidate to analyse and evaluate the online behaviour of their target market,
using segmentation and profiling techniques.
The candidate should evaluate the organisation’s key competitors (how the chosen
organisation compares in all aspects of its digital marketing activities) and its current market
position. This evaluation should be based on the application of marketing analysis tools in
the context of the internal and external marketing environment, including PESTEL, SWOT
and other appropriate online marketing tools. Candidates will be expected to research and
evaluate the online presence of the chosen organisation. The candidate should also carry out
a competitor analysis, using information drawn from internal and external sources.
Candidates should incorporate information from recognised and credible providers, as well
as relevant literature references.
The evidence generated will provide the platform for the development of a digital marketing
mix to inform the digital marketing plan, and should be relevant to the chosen scenario,
including any objectives and strategies cited.
The audit should be no more than five sides of A4, font size 11, or font size 9 for text used in
diagrams, tables and illustrations.
Page 10

11. CAM Digital Marketing Planning Assignment Brief December 2013
Task One
Context
The formulation of the report will be based on the assessment of the organisation’s current
position. In particular, the report should focus on the needs and wants that emerge, and
contribute to the development of a digital marketing plan. This plan must be designed to
make a contribution to a significant increase in customer engagement and retention, EITHER
for the candidate’s own organisation (or a suitable organisation of their choice) OR for a notfor-profit organisation that the candidate is familiar with. The objectives for the digital plan
should be considered in the context of the organisation’s corporate and broader marketing
objectives.
The plan will be set within the timescale of the chosen scenario (12-months) and should
include brief objectives, strategies and tactics. From this, the candidate should decide on the
strategic route for the organisation and develop appropriate tactics to achieve the objectives.
The plan should include:

evaluation and implementation of appropriate internet and other pertinent digital tools,
with an emphasis on customer engagement and retention within the 12-month campaign
schedule

key digital metrics for performance measurement and evaluation.
Task Two
Candidates should produce a briefing paper on how the digital marketing planning process
can assist the development of a digital marketing plan designed to contribute to:

a significant increase in customer engagement and retention within the candidate’s own
organisation, or a suitable organisation of their choice
OR

a significant increase in customer engagement and retention within a not-for-profit
organisation that the candidate is familiar with.
The briefing paper should review and discriminate between literature based on traditional
marketing planning processes and emerging digital planning models, and show how both can
contribute to the process. The briefing paper should clearly evaluate the benefits of the
planning process before recommending two improvements to the process used by the
organisation.
When justifying the improvements in line with objectives and strategies, candidates must set
this in the context of their selected scenario.
Presentation
The report format for this assignment should present information in a concise, clear and well
structured way. It is important that the information is presented in a way that is easy to
understand and interpret, so the key elements of a successful digital marketing plan must be
clearly evident, well organised, logical and justified by research. Good report writing skills
assist decision makers in analysing business situations and selecting appropriate strategies
and tactics. In this assignment, the format should lend itself to the specific requirements of
the tasks and the reporting role in the scenario of the Digital Marketing Assistant. Candidates
Page 11

12. CAM Digital Marketing Planning Assignment Brief December 2013
should pay particular attention to the assessment criteria weighting in the marking scheme.
In addition, the assignment must be presented in the context of one of the scenarios.
Please refer to the Learning Zone for further information about report writing.
Page 12

13. CAM Diplomas: Grade
Descriptors Level 4
Grade A
This grade is given for
work that meets all of
the assessment criteria
to secure at least 70%
and demonstrates a
candidate’s ability to:
Concept 40%
develop appropriate
research strategies for
secondary research
selectively identify valid and
relevant information from a
wide range of relevant
sources for the discipline
evidence comprehensive
knowledge and
understanding
constructively consider and
effectively analyse a wide
range of information for a
specified task
Application 30%
produce well-structured,
coherent and detailed
arguments in response to
a given brief, using
marketing terminology
fluently
evidence insight,
understanding and
application of key
principles
Evaluation 20%
draw valid conclusions
and make informed
recommendations
reflect and evaluate own
learning across module
and assess how this will
affect current and future
practice
Time Management
and Presentation
10%
plan, review and
complete work within
the specified
deadlines/time and
produce work of an
exceptional and
professional standard
of presentation, format
and tone
express ideas
persuasively, apply
appropriate terminology
and concepts accurately
apply a wide variety of
illustrative examples to
underpin concepts used
Grade B
This grade is given for
work that meets all of
the assessment criteria
to secure at least 60%
and demonstrates a
candidate’s ability to:
develop an appropriate
research strategy for
secondary research
identify valid and relevant
information from a suitable
range of relevant sources for
the discipline
evidence detailed
knowledge and
understanding
consider and analyse a
range of information for a
specified task
Grade C
This grade is given for
work that meets enough
of the assessment
criteria to secure at least
50% and demonstrates
a candidate’s ability to:
develop an appropriate
research strategy for
secondary research
identify relevant information
from a minimum number of
sources for the discipline
evidence a satisfactory level
of knowledge and
understanding
analyse a minimum number
of sources of information for
a specified task
Grade D
This grade is given for
borderline work that
does not meet enough
of the assessment
criteria to secure a pass
and is within the band
45-49%. This may be
due to:
an inability to develop an
appropriate research
strategy for secondary
research
insufficient sources of
information being used to
underpin research for the
discipline
repeating case material
rather than evidencing
knowledge
a lack of detail and
argument when analysing
information for a specified
task
produce logical arguments
in response to a given
brief, using marketing
terminology correctly
evidence sound
understanding and
application of key
principles
express ideas clearly,
applying appropriate
terminology and concepts
accurately
draw reliable
conclusions and make
sound recommendations
reflect and evaluate own
learning on aspects of
the module and assess
how this will affect
current and future
practice
plan, review and
complete work within
the specified
deadlines/time and
produce work to a high
standard of
presentation, format
and tone
apply a variety of
examples to illustrate
findings
produce arguments in
response to a given brief,
using sufficient marketing
terminology
evidence a basic
understanding and
application of key
principles
draw limited conclusions
and make some
recommendations
reflect and evaluate own
learning on aspects of
the module and assess
how this will affect future
practice
complete work within
the specified
deadlines/time and
produce work of an
acceptable
presentation, format
and tone
outline ideas and concepts
using appropriate
terminology
apply examples to support
findings
limited use of marketing
terminology
a lack of basic
understanding and
application of key
principles
insufficient use of
terminology and/or
incomplete grasp of key
concepts
limited use of examples to
support findings
Page 13
superficial conclusions
and recommendations
which lack depth and
insight
little evaluation of
learning and/or impact
on future practice
work not being
completed within the
specified
deadlines/time and
errors in presentation,
format and tone