Digital Marketing Diploma Unit DMP Exam Session(s) July2017 The following is a brief guide on how to get the best from your exam assignment. As well as this guide it is also recommended that you view the following videos. Students who use all the resources for their exam get the higher grades. • Format Guide:http://hlc.adobeconnect.com/p8x6xobm25k/ • DMPJuly 17Briefing Guide: o Task 1 Briefing Class Recording: (tbc) o Task 2 Briefing Class Recording:(tbc) o Task 3 Briefing Class Recording:(tbc) o Task 4 Briefing Class Recording:(tbc) • How to Underpin Theory:https://hlc.adobeconnect.com/_a1124479166/p7646rxi2vu/?launcher=false&fcsContent=true&pbMode=normal • Harvard Referencing:https://hlc.adobeconnect.com/_a1124479166/p4jgc9w3f37/ There are 3 mandatory submission stages as part of your exam. 1: Plan submission for Tutor feedback: This should be submitted with a front cover, then a contents page with an explanation of what you’re going to add into each section (such as the concept direction you will cover and the resources you will use to underpin theory to this section). It is recommended with any plan that you follow the bullet points of the exam paper for each task as per the example in the ‘Format’ section below. Live class recording on how to create a plan: http://hlc.adobeconnect.com/p8aw0kozd1s/ 2: Draft submissions for Tutor feedback: This should be a final in your eyes. So, what you submit at this stage should be good enough and complete to the standard that you would be happy to submit to the CIM examiner (So perfect format, Harvard referencing checked, theory underpinning checked, check you’re within word count, check no ‘student elements are making your work look unprofessional in its finish and so on). Live class recording on how to create and submit your draft: https://hlc.adobeconnect.com/p5xg80nwhpj?launcher=false&fcsContent=true&pbMode=normal 3: Final submissions: This is the final submission of your paper and you will need to submit this by carefully following the upload instructions on the VLC. There is no postal copy for this exam only 2 electronic copies which need to be uploaded under the ‘final upload area for the July 17 exam session. There are strict naming and administration rules for your final submissions so you will need to watch the video guide and complete the submission checklist before submitting your final. Live class recording on how to create and submit your final: https://hlc.adobeconnect.com/p7n57ilgfri/?launcher=false&fcsContent=true&pbMode=normal NOTE: All these submission stages have a video guideand a checklist for you to watch and complete before submitting your work so you make sure you submit what is needed at each stage. There are also set deadlines to adhere for each stage so make sure you have viewed your exam timetable (which can be found on the July17 exam page under the DMP Exam unit tab). RECOMMENDED READING TEXT FOR THIS UNIT: (Purchase cheaper on Amazon second hand): • Chaffey, D. And Ellis-Chadwick, F. (2012) DigitalMarketing: strategy,implementation andpractice. 5th edition. Harlow, FT Prentice Hall. £53.99 • Comm, J. and Burge, K. (2010) Twitter power: how to dominateyour market one tweet at a time. US, John Wiley & Sons. £11.99. Also available as an e-book. • Brown, E. (2012) Working the crowd: social media marketing for business. 2nd edition. Swindon,British Informatics Society Ltd.£14.99. 1st edition available as ane-book. • Rogers, C & Rowles, D (2012) Complete Guide to SearchEngine Optimization. Kindle. • Ryan D. and Jones,C. (2014) Thebest digital marketing campaignsin the world 2. London, Kogan Page. £19.99. Also available as an e-book. • Scott, D.M. (2013) The new rules of marketing and PR: how to use social media, online video, mobile applications, blogs, news releases and viral marketing to reach buyers directly. 4th edition.Chichester, John Wiley & Sons.£16.99. Also available as ane-book. • Chaffey, D. and Smith, P. (2012) eMarketing eXcellence: planning and optimising your digital marketing. 4th edition, Abingdon,Routledge. £32.99. Also availableas an e-book. • Smith, PR. SOSTAC guide to your perfect digital marketing plan. Also available on Kindle. • Gay R et al (2007) Online Marketing: a customer led approach. Oxford, Oxford University Press. FORMATS: Although this is one assignment there are 4 individual tasks within it. So in order to link them all together so they look good for final submission – each task must have a ‘Front cover, Contents page, Bibliography and appendices’. All tasks must be collated together into one document for each feedback stage and sent over as one WORD or PDF document for final submission. Each task has a specific format these are: • Task 1: Briefing Paper • Task 2: Report • Task 3: Presentation • Task 4: Report NOTE: ALL tasks MUST have an individual front cover and contents page as well as their own Bibliography and Appendices sections. All formats are covered in the following 2 classes: • Professional Formats Guide:http://hlc.adobeconnect.com/p8x6xobm25k/ • PowerPoint Presentation Guide:https://hlc.adobeconnect.com/_a1124479166/p2nei7h8og2/?launcher=false&fcsContent=true&pbMode=normal The key to getting the best grade from your exam paper is to make sure you stick to the bullet points as closely possible when formatting you work.  Make it very easy for the examiner to identify your answers (don’t make the examiners look for answers in your work by having a complicated structure)  Keep your work in line with exactly what has been asked for – avoiding the need for waffle or unnecessary descriptions that move off in directions you don’t need to cover.  Keep your word count in check – being focused on smaller sections means your word count will be easier managed. Overall Assessment Scenario: NOTE: The scenario is really important as this will give you the focus and depth within each task. The area you need to focus on in ALL your tasks is: • Online Customer Acquisition • Acquisition through Search Engine Marketing (SEM) • Acquisition through Mobile channels • Audience: New Customers / Potential Customers So make sure you refer to these strategic concept elements regularly in ALL your task work below. TASK 1 FORMAT: Briefing Paper Briefing paper format means professional tone and presentation. Front cover, Contents page, Background, section for each bullet point and then a Summary (bibliography and appendices at the end). Only the Introduction and bullet point sections are covered in the word count total. So, looking at marks allocated for each point, you are looking at 2 sides of A4 for the organisation summary and then based on marks point (B) should be around 200 words and point (C) should be about 400 words (allow 60 words for the background and summary sections of your briefing paper from the 600 total) Examples of some well-designed briefing papers: TASK 1 OUTLINE: Task 1: Bullet point outline A-C: This should be part of the main document (not in appendices) and should be a key section in your briefing paper (perhaps this could be the Background section of the paper) – make sure the focus of the content is on ‘Customer acquisition and potential customers as well as current SEM / Mobile platform activity within the company). So, this is not a typical org summary as this one is more focused on the scenario. Also as this is marked content– gain some points by using theory terms and words when describing your company and also models (such as RACE or a web presence analysis to showcase current SEM and mobile activity. Think Acquisition analysis models and perhaps a customer persona for this ‘Acquisition group’) for extra concept marks. Org summary outline should be as follows: Again, the command word is important here: Outline means to ‘give main features or general principles, ignoring minor details’. For Diploma level students, this means you will need to incorporate the following into your answer: ‘selectively identify valid and relevant information from a range of sources relevant to level 6’ This element relates to the following criteria so you will need to focus on these key areas as well in your answer. Remember your scenario focus is ‘Acquisition through SEM and Mobile Channels’. You also only have about 170 words for this so will need to work with bullet points format or a table. It is recommended that you use the headings below as your areas of focus for this task.So, you need to outline relevant digital elements which can be utilised to build customer experience (with a focus on acquiring NEW customers). Examples can include: Adding consumer value through interaction and dialogue OR including a 24/7 convenience for time-poor customers OR greater personalisation and customisation of services and products. So, outline these elements based on improving acquisition of new customers. Headings to focus on can be based on key criteria below (Added value for acquisition / Interaction for acquisition / Convenience for acquisition and Customisation for acquisition). Again, the command word is important here: Assess means to ‘evaluate or judge the importance of something, referring to appropriate schools of thought’ (so this will be theory heavy). At diploma level this means you ‘can synthesise and assess new and/or abstract information and data in the context of wide ranging problems, using a range of techniques’. So based on this you will need to make sure you adhere to this in the level of focus and depth – you will also need to justify your content with examples and theory’s to back up your comments. You should use about 370 words to cover this section. So, in terms of the content the areas you need to appraise are based on the 3 remaining criteria points (with a focus on 1.5 as core elements, 1.2 as back up evidence and 1.1 in terms of point 1 – The importance of Acquisition, WOM and Social Networks, identifying target audience and research online customers’ needs these are all things you need to know about as background elements to this task: So, the above showcases the key elements of benefits of SEM for creativity, flexibility and responsiveness. The benefits assessed for SEM need to focus on these 3 key areas as well as the target group (Acquisition based customers) The content needs to be relevant to YOUR company so any examples given needs to relate to your organisation. A table would be a recommended format for this content – but do insure you use terms provided in the criteria above (Integrated campaigns / Paid Media and so on). Also, make sure as part of your answer that you define what SEM and then analyse it in terms of acquiring new customers. SEM includes SEO and Online advertising and PPC and Onsite display advertising. You should assess the specific benefits of SEM under each heading: 1: Flexibility, 2: Creativity 3: Responsiveness. For example,flexibility, may be using a range of digital media and the opportunity to add / change campaigns quickly and at little cost. Examples of digital responsiveness might include the use of automation, campaign analytics or virtual assistants and so on. Key thing here is to make sure your examples and assessment are focused on ‘Acquisition’. Quick link sources: to help you with this question (Make sure you find your own offline sources as well such as the recommended reading books and journals): Areas you will need to look into are • http://www.smartinsights.com/ecommerce/customer-experience-examples/importance-user-customer-experience-digital-marketing-strategy/ • https://www.linkedin.com/pulse/4-key-elements-great-digital-customer-experience-ian • http://searchengineland.com/guide/what-is-sem • http://searchengineland.com/guide/what-is-paid-search • https://www.clickz.com/wheres-the-creativity-in-sem/78512/ • http://searchengineland.com/creative-testing-for-the-advanced-search-marketer-part-1-123498 • http://searchengineland.com/responsive-design-ranking-factor-228464 • https://searchenginewatch.com/sew/how-to/2351176/how-responsive-design-increases-the-results-of-your-online-marketing • https://rawsoninternetmarketing.com/internet-marketing-greater-reach-flexibility-tighter-bonds-customers/ • https://www.clickz.com/seo-sem-smo-roi/53004/ • http://searchengineland.com/lots-unknowns-sem-experts-weigh-biggest-adwords-announcements-last-week-251037 • https://econsultancy.com/blog/63899-three-key-steps-towards-a-customer-focused-digital-transformation TASK 2 FORMAT: REPORT Short report will follow the professional report format (but does not need an executive summary). Front cover, Contents page, Introduction, section for each bullet point and then a Conclusion (bibliography and appendices at the end). Only the Introduction and bullet point sections are covering in the word count total. So, looking at marks allocated for each you should be looking at about 240 words for point (A). Then 240 words for point (B). Point (c) should be about 320 words (allow 60 words for the introduction and conclusion sections of your report which will need to come from these totals so based on this perhaps Point A and B should be around 220 words and point C 300 words). Examples of good report front covers and contents pages: TASK 2 OUTLINE: Task 2: Bullet point outline A-C: The command word recommend is important here as it outlines the depth needed. Recommend means to ‘Put forward proposals, supported with a clear rationale’. So, within your work you will need to make sure that your recommendations are Diploma level standard – which means you will need to: ‘Produce reliable and valid conclusions and proposals based on abstract data and situation, appropriately contextualized to a given context’ The following assessment criteria points relate to this question so worth using these concepts and theories and terms in your work. There are also many associated models and concepts around these which can be found in your lesson slides: The key for this point will be your application – as you’re not just assessing generic information but information specific to your company (your customer groups and your customer persona). Also, you will need to focus on SEM and mobile channels in your recommendations as per the scenario. So, the application and examples relating to your company will be the justification you need for your recommendations. The types of revenue models are listed in the assessment criteria point 2.4 above – so make sure you use these terms when discussing your recommended models and perhaps outline why the others are not so valuable to your company. If your company does not generate revenue for itself then you should focus your answer on generating revenue for third parties or partner organisations. Again, the command word is important here: Assess means to ‘evaluate or judge the importance of something, referring to appropriate schools of thought’ (so this will be theory heavy). At diploma level this means you ‘can synthesise and assess new and/or abstract information and data in the context of wide ranging problems, using a range of techniques’. The Assessment criteria relating to this point is below: So,utilising the above elements and keywords listed in the criteria, you should provide an assessment of your current organisations current SEM activity specifically to acquire new customers. SEM involves the promotion of websites through SEO such as Google. This may include paid for advertising and organic promotional activity. It is important that you assess the suitability for you chosen organisation of using each of these tools, rather than simply describe them. For example, you could consider the digital behaviour and expectations of customers as well as the organisations online visions. Again, the command word is important here: Appraise means to ‘evaluate, judge or assess (so examples will be important to back up your evaluation, judgements and assessments). At diploma level this means you should ‘provide a comprehensive and detailed critique of the subject area demonstrating an in depth understanding and awareness as well as incorporate a critical ethical dimension when analysing lines of argument’ The assessment criteria associated to this task is as follows: The key with this task point is to insure the target audience is outline (and perhaps a full persona provided in the appendices). The appraisal needs to focus on the target audience (acquisition based audience (potential customers) and also on mobile marketing channels. The impact of growth of mobile communications has resulted many organisations reviewing their digital marketing mix. You should provide a detailed appraisal of the TWO ways that could be appropriate for your company to reach your potential new customers. It is important that the TWO opportunities to use mobile marketing are clearly relevant to your target audience (so you will need to show this through supporting evidence such as customer and industry data). The focus should be on generating new customers rather than building stronger relationships with current customers. Quick link sources: to help you with this question (Make sure you find your own sources as well): Areas you will need to consider are: • http://www.smartinsights.com/digital-marketing-strategy/online-business-revenue-models/online-revenue-model-options-internet-business/ • https://searchenginewatch.com/sew/study/2357163/85-of-retailers-say-paid-search-is-most-effective-acquisition-channel • http://searchengineland.com/6-steps-boost-profitability-sem-acquisition-program-187455 • https://www.linkedin.com/pulse/mobile-app-customer-acquisition-how-reel-you-first-5000-logan-merrick • http://www.pingmobile.com/what_we_do/customer_acquisition.php • http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/5-digital-marketing-trends-increased-customer-acquisition-2016/ • https://econsultancy.com/blog/11198-mobile-marketing-mainly-used-for-customer-acquisition-report/ • http://www.mdgadvertising.com/blog/mobile-marketing-2015-rethinking-customer-acquisition-intent-targeting-trends-in-mobile-marketing/ • http://searchenginewatch.com/sew/how-to/2235164/the-quick-guide-to-developing-customer-personas • http://www.smartinsights.com/guides/customer-persona-toolkit/ • http://www.businessdictionary.com/definition/macro-environment.html • http://www.oxlearn.com/arg_Marketing-Resources-PESTLE---Macro-Environmental-Analysis_11_31 • http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-environment-factors-on-marketing/ TASK 3 FORMAT: PRESENTATION So, for this task you need to create a presentation. You have 6 slides to cover all the presentation (except the ‘cover’ slide). So, you will need to work out slide allocation for this based on the marks (e.g. perhaps 2 slidesfor the first bullet point and 2 slides for the second and one for the introduction (agenda slide) and one for the summary slide. The total word count allocation is for speaker notes only – so any content in your slides is NOT included in the word count. Speaker notes should also be allocated by number of marks – so 300 for task a and 300 for task b slides. Do not think speaker notes are like a script – as they are not a script. They are notes with additional info to help a presenter – so can be theory heavy and could be bullet point format, don’t need to flow from one slide to the other in terms of speaker content – so no ‘welcome to the presentation’ and so on’ also don’t state ‘read through slide’ as this is a waste of notes. The notes need to provide enough background information for each slide to be able to understand the basis of each slide and present it. Each slide is a VISUAL AID -which means it’s there to look good and provide some basic bullet point content to help focus the audience -the key content will be in your speaker notes so don’t cram your slides full of words. Use the slides to showcase tables / diagrams / keywords or points about what you’re talking about. Also, make sure your slides are presented in the NEW landscape format (not the old-style format of PP slides). An example of the new style can be seen below or by viewing this video: https://www.youtube.com/watch?v=YlCahoyLvuM TASK 3 OUTLINE: Task 3: Bullet point outline A-B: The command word here is Analyse which means to ‘Examine a topic together with thoughts and judgements about it’. So, for Diploma Level 4 to achieve an A grade this means you will need to: ‘analyse new and/or abstract data and schools of thought and can consider alternative solutions and outcomes independently, using a range of appropriate models, principles and definitions. You can also compare and analyse alternative models and schools of thought using appropriate rationale and criteria’ The assessment criteria associated to this task is as follows: So again, for this question you need to consider the scenario and underlying concept which is ‘Acquisition and mobile channels’. So, do make sure when you are reviewing the digital behaviour of the chosen segment or group that it is one which fits into this area (new / potential customers and digital channel behaviour is reviewed). Factors that might be considered when analysing the digital behaviour of the target audience might be: Preferred devices, preferred digital channels, typical search behaviour, and the use of and interaction on social media channels. You will also need to consider the use of mobile technology (SMS, mobile websites and apps), as well as the use of and response to e-mails. A table is a good way of conducting an analysis when you have limited words and lot of content to cover. Again, the command word is important here: Appraise means to ‘evaluate, judgeor assess (so examples will be important to back up your evaluation, judgements and assessments). At diploma level this means you should ‘provide a comprehensive and detailed critique of the subject area demonstrating an in depth understanding and awarenessas well as incorporate a critical ethical dimension when analysing lines of argument’ The Assessment criteria relating to this point is below: So for this part of the presentation you are very focused on ‘Acquisition and Mobile channels’ as the question is all about these elements. You will need to choose one competitor to review and research and monitor. Choose your competitor wisely as this will be graded – make sure it is one is is a key competitor. The use of mobile marketing techniques is growing rapidly, and so you are required to identify a suitable competititor that IS using mobile technologies specifically to acquire new customers / consumers. You are then required to provide an appraisal of a main competitor’s mobile marketing activities, especially in relation to their effectiveness at acquiring new customers (effectiveness being the key word here and as you don’t have actual data on this you will need to make assumptions using theory to back you up). So there will need to be quite a lot of supporting evidence and data for this task element. It is recommended that you have an appendicies to this question which can sit under appendicies but we written in the form of a ‘presentation hand out’ document to keep with the style of document asked for. This sort of initiative and extra work will get you merit marks with the examiner and hopefully improve the over all grade of your work. The appendicies should include an audit based on the two main points (audit info around the one customer group for task 1 A – such as a persona / digital behaviour review and models for auditing this) and for task 2 and audit based on a competitor digital presense and analysis with a focus on their aquisiton Quick link sources: to help you with this question (Make sure you find your own sources as well): Areas you will need to look into are • http://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/ • http://digitalmarketingmagazine.co.uk/digital-marketing-analytics/digital-marketing-through-analytics-of-consumer-behaviour/1657 • http://www.experian.co.uk/assets/marketing-services/white-papers/wp-digital-segmentation.pdf • http://www.experian.co.uk/marketing-services/knowledge/white-papers/white-paper-digital-mosaic-segmentation.html • https://blog.branch.io/the-ultimate-guide-to-mobile-user-acquisition • http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/5-digital-marketing-trends-increased-customer-acquisition-2016/ • http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/ • http://www.camfoundation.com/elements-digital-marketing-digital-marketing-communications-%E2%80%9Cmix%E2%80%9D • http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/ • http://www.businessdictionary.com/definition/macro-environment.html • http://www.oxlearn.com/arg_Marketing-Resources-PESTLE---Macro-Environmental-Analysis_11_31 • http://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-environment-factors-on-marketing/ • http://www.smartinsights.com/marketplace-analysis/competitor-analysis/ • Creating Customer Personas: http://conversionxl.com/creating-customer-personas-using-data-driven-research/?hvid=2AD8arhttp://offers.hubspot.com/free-template-creating-buyer-personas TASK 4FORMAT: REPORT Formal report will follow the professional report format (and as it’s a longer report than task 2 – it should have an executive summary – so add one in pls. This should be no longer than 1 page of A4 and is NOT included in the total work count). Other key elements of a report are: Front cover, Contents page, Introduction, section for each bullet point and then a Conclusion (bibliography and appendices at the end). Only the Introduction and bullet point sections are covered in the word count total. So, looking at marks allocated for each you should be looking at about 400 words for point (A). Then 730 words for point (B). Point (c) should be about 400 words (allow 60 or so words for the introduction and conclusion sections of your report). Examples of good report front covers and contents pages: TASK 4 OUTLINE: Task 4: Bullet point outline A-B: The command word Evaluate which meansMake an appraisal of the value (or not) of something, its validity, reliability, applicability. At Diploma Level this means your answer will need to: ‘Select from a range of techniques and critically evaluate complex, contradictory information to support conclusions and recommendations and in the process, review its reliability, validity and applicability’ The assessment criteria associated to this task is as follows: So for this answer you will need to provide an evaluation so a table would be a good idea. The first part is the selection of the two key digital players you choose. Remember they need to be linked to your organisation but also leaders in the digital arena for your industry (or similar product offering). So make a good choice. The second element is the influence they have on your company (this can be marked influence / share of customer and so on) this could be one column in the table. The next column could cover their target audience and the next column how they target and communicate to that audience (successfully) in order to acquire them (Remember acquisition is the key focus market area and you are also looking at digital channels so if you can provide information on if and how they use digital channels affectively as part of their acquisition campaign this would be of benefit. This requires some research and good evaluation of the influence of the TWO global players that are particularly relevant to your company and company target audience (for acquisition). The global players chosen could include for example social network such as Facebook or Twitter, or software / hardware providers such as Apple or Microsoft or search engines such as Google and Yahoo. Key players in the digital market. You should also consider the role of such players in relation to the growth of online PR and User Generated Content (UCG), online advertising opportunities, brand building and revenue generation. This should be relevant to our company – so not generic but areas which are relevant to your marketing campaign activity. Again, the command word is important here: Discuss, which means to Investigate or examine by argument and debate, giving reasons for and against. For the Diploma level answers this means you will need to: ‘produce detailed and coherent arguments in response to well defined and abstract problems using relevant marketing and vocational language’ The Assessment criteria relating to this point is below: For this section, you need to discuss the impact of a digital marketing campaign on internal resources that include many service elements, notably People and Physical Evidence. It is important that digital marketers consider the impact their actions might have across the whole organisation, not just in the virtual world. With regard to the People element you should discuss the implications for the recruitment, training and management of staff, in order to develop and implement the campaign, and ultimately exceed customer expectations. With regard to the Physical Evidence element, you should discuss the methods of explaining service/ product attributes in a virtual world. This might include the design and functionality of a website, or the style and format of social network pages and e-mail layout. This is a very important task with the highest word count allocation and also the most marks so its essentially you research each of these marketing mix elements in detail (for theory marks) and apply them to your company. The command word recommend is important here as it outlines the depth needed. Recommend means to ‘Put forward proposals, supported with a clear rationale’. So, within your work you will need to make sure that your recommendations are Diploma level standard – which means you will need to: ‘Produce reliable and valid conclusions and proposals based on abstract data and situation, appropriately contextualized to a given context’ The assessment criteria associated to this task is as follows: For this section, you are required to recommend suitable digital marketing analytics services that are widely available through a variety of software providers (often for free). Providers such as Google as well as a number of smaller, more specialist organisations offer comprehensive services that can be used by marketers to evaluate effectiveness. You will need to research each one and make recommendations for the measurement and monitoring of mobile and search channels that might be used by your company (So remember focus here is on mobile and search channels specifically and also acquisition via those channels). Quick link sources: to help you with this question (Make sure you find your own sources as well): • http://www.smartinsights.com/digital-marketing-strategy/innovative-marketing-campaigns-2016/ • http://digitalagencynetwork.com/most-creative-and-effective-marketing-campaigns-2016/ • Digital Marketing Communication Mix: http://www.camfoundation.com/elements-digital-marketing-digital-marketing-communications-%E2%80%9Cmix%E2%80%9D • Digital Marketing Mix: http://www.smartinsights.com/digital-marketing-strategy/online-marketing-mix/how-to-use-the-7ps-marketing-mix/ • Digital marketing budget calculator: http://digitalmarketingcalculator.com/ • http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/roi_analytics_for_digital_marketing • http://www.mckinsey.com/insights/marketing_sales/measuring_marketings_worth • http://www.smartinsights.com/content-management/content-marketing-strategy/measuring-content-marketing-kpis/ Typical Questions and Answers for DMP Exam paper: Q: Should this be 1 document or 4 separate documents? A: This assignment should be produced and formatted as one document with all task as separate tasks but put into one WORD or PDF document – so each task has its own front cover, contents page, bibliography and appendices. Q: Do I put the word count total at the end of each task section? A: No is the answer. The total word count for your report should sit on the front covers and only the front covers of each task. This should not sit on any other pages of your assignment. Q: What do I need to submit for the draft stage? A: You need to submit as close to a final document as you can. This is the last chance for your Tutor to provide feedback on your work so get as much of it complete as possible. This means perfect layout (professional front cover with all student admin elements correct) and content nearly 100% completed. Appendices all in place, all pages numbered and so on. See the checklist for draft submission and make sure all elements are completed. © Home Learning College 2013 Guidance on completing an organisational profile: Please complete the following table summarising information about your employer/chosen organisation. Please ensure you use full sentences, write clearly and succinctly ie as you would in a work situation. Organisation name Information for you to include: Organisation type Please mention here if it is: Sole trader / partnership / Limited company / Limited Liability Partnership (LLP) / profit or not-for-profit How long has the organisation be established? Turnover Number of employees Are these permanent employees, contractors, agency staff, temporary workers, seasonal workers / other? Customer types Please mention here if the customers are: Business to consumer (B2C) / Business to Business (B2B) / Business to Business to Consumer (B2B2C) / Distributor / Wholesaler / Intermediary type / Charity / Government / International (selecting which of the above) / Other Products / Services provided Website sophistication and use of e-comms / digital tools Competitors Clarify if this is UK only or in overseas markets also. Which market are you focussing on? Please scope your work accordingly. Important Stakeholders Other relevant information (optional) Exam paper Administration / Submission Checklist All Exam papers need to have the following elements or it may result in your work not being submitted or returned before feedback is given: Submission requirement Completed no – to do* Completed  = yes 1 I have completed up to 98% of my assessment for review by my exam Tutor. I have also answered all questions asked in the brief. 2 I have put the following in the header of ALL my Assessment pages in 9pt font non bold: CAM,Unit name, Session month, CIMnumber,Task number Example: CAM, DMP,April17, CIMXXXXX, Task 1-4 NOTE: If you don’t know your CIM number then please email the HLC Exam team and get this before submitting your draft. This is NOT your HLC student number it’s your CIM number. Email for the exams team is: [email protected] 3 I have created my Assessment in the tone and format asked for 4 I have included a Bibliography page using Harvard Referencing 5 I have referenced all content used from a source using Harvard Referencing 6 I have used font size 11pt overall and font size 8pt for any tables / charts 7 Page numbers included – footer, font 8pt 8 I have saved my work in one of the following formats: .doc, docm, docx, trf, pdf is accepted. 9 I have stayed within allocated work count 10 I have put my total word count on the front cover and all other student elements in the header. 11 I have not put my real name on ANY of the pages Guidance on marking Grade Grade band Guidance on grading A 70% and above This grade is given for work that meets all the mark criteria to secure at least 70% of marks. It shows particular competence with sourcing relevant information, use of appropriate examples, applying theory in practice and evidencing effective application of theory to the chosen organisation. In addition, students have used the correct format, shown high standards of presentation and effective time management. B 60-69% This grade is given for work that meets all the mark criteria to secure at least 60% of marks. C 50-59% 50% is the minimum pass mark This grade is given for work that meets all the mark criteria to secure at least 50% of marks. NG 45-49% This grade is given for work that only meets 45-49% of marks the mark criteria. This is borderline work (the minimum pass mark is 50%). This may be due to lack of sourcing relevant information, insufficient use of appropriate examples, lack of applying theory in practice and repeating case material, instead of evidencing effective application of theory to the chosen organisation and lack of evidence of evaluation. Student is given the opportunity to resubmit