Learning Outcomes Assessed:
LO3: Demonstrate ability to use one of a range of digital marketing tools effectively
LO4: Reflect on the importance and application of digital marketing tools
Assessment Brief:
You are required to build a practical skills portfolio, demonstrating a small integrated marketing communications campaign to promote a product or service, as agreed with your tutor.
A template document is available on Moodle. You should submit your portfolio using Turnitin on Moodle.
Using your understanding of the promotional mix and available digital communication channels, including social media, you will submit 5 examples of digital communications that show your understanding of digital marketing tools to achieve given objectives.
Your portfolio will include examples of digital communications, such as:
• Mock-up web pages
• Social media posts
• Other digital media content (such as blog articles)
Your digital communications plan should be designed to attract and persuade the audience/customers to respond to your promotional campaign.
You should utilise the AIDA model to plan the 5 pieces of communication and you should suggest what you feel are appropriate channels.
As part of your portfolio, you are required to provide a summary reflection (1000 words) in which you are required to
• Briefly discuss the importance and application of digital marketing tools in contemporary marketing
• Justify, using reference to academic theory, practitioner sources and practical examples from real companies, how effective you believe the integrated digital marketing tools you have chosen would be at persuading the customer to respond and why.
You should reference all sources using the Harvard referencing system.
