CAM Digital Marketing Diploma Unit MCB Exam Session(s) June/July 2017 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. • MCB June/July 17 Briefing Guide: • Task 1 Briefing Class Recording: https://hlc.adobeconnect.com/p703xvx4phk/ • Task 2 Briefing Class Recording: https://hlc.adobeconnect.com/pzvrra7mkd/ • Task 3 Briefing Class Recording: https://hlc.adobeconnect.com/p4jhpi9i0oh/ • Task 4 Briefing Class Recording: https://hlc.adobeconnect.com/p6ph44eu0n2/ • CIM Examiner briefing: 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 THREE mandatory submission stages as part of your exam preparation. 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 guide and 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 or Google Books): • Fill, C (2011) Essential Marketing Communications England, Pearson Education Ltd • Chaffey, D. And Ellis-Chadwick, F. (2012) Digital Marketing: strategy, implementation and practice. 5th edition. Harlow, FT Prentice Hall. £53.99 • Baines et al (2011) Marketing, 2nd Edition. Oxford, Oxford University Press • Gay R et al (2007) Online Marketing: a customer led approach. Oxford, Oxford University Press. • Jobber, D (2010) Principles and Practices of Marketing 6th Edition, McGraw Hill • Brown, E. (2012) Working the crowd: social media marketing for business. 2nd edition. Swindon,British Informatics Society Ltd.£14.99. 1st edition available as an e-book. • Ryan D. and Jones,C. (2014) The best digital marketing campaigns in 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 available as an e-book. • Smith, PR. SOSTAC guide to your perfect digital marketing plan. Also available on Kindle. 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. FORMAT: Each task has their own format requirements: Task 1: Discussion Paper Task 2: Presentation Task 3: Briefing Paper Task 4: Report NOTE: ALL tasks MUST have an individual front cover and contents page as well as their own References, Bibliography and Appendices sections. All formats are covered in the following two classes: • Professional Formats Guide:http://hlc.adobeconnect.com/p8x6xobm25k/ • PowerPoint Presentation Guide:https://hlc.adobeconnect.com/_a1124479166/p2nei7h8og2/?launcher=false&fcsContent=true&pbMode=normal Tips for getting the best grade The key to getting the best grade is to make sure that for each task answer you stick to the bullet points as closely possible. For example task 4 report the headings could look like this: Front cover Contents page 1: Introduction – very brief sentence to state the report purpose 2: Explanation of the Decision Making Unit • 2.1 DMU in a consumer context • 2.2 DMU in an organizational context • 2.3. How xzy’s DMU influences its brand strategy 3 Evaluating the role of branding • 3.1Source Credibility • 3.2. Perceived Risk • 3.3 etc 4: Conclusion ( 1-3 sentences briefly summarising the report, with NO new info) 5. Recommendations (2-3 very action orientated ‘next step’ recommendations based on the report findings) References Bibliography Appendices So as you can see the above showcases the first part of your report. What you might have thought of as one part of your report is actually three parts of your report and this is just the first part. The key to getting higher marks and staying on topic and focused in within word count is to split the questions into sub questions. CIM always have more than one element in a question. The other key point is to structure your report etc as closely to the bullet points as possible. This will do the following things: • 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 you in line with exactly what has been asked for – avoiding the need for waffle or moving 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. Guidance Notes for each exam task: Scenario: Developing a new brand strategy The overarching scenario for this exam paper is “developing a new brand strategy”, and this indicates the concepts and concept direction you have to focus on throughout each of your task answers. Throughout the assignment tasks you should assume the role of Marketing Assistant, and you have been asked by your Marketing Manager to help research and recommend a new brand strategy. The information produced will then be used by the Senior Management Team to develop a new wider business plan and a new marketing plan. Task 1 Discussion Paper A discussion paper is a document created as a basis for discussion. It is not an authoritative statement like a report or a briefing paper. It gathers together findings and opinions and implications as a basis for further investigation and review. Syllabus references for task 1: Task 1 –Bullet point A: Provide a background to your chosen organisation, using the organisation summary guidelines. 5 marks. • Use all of the mandatory headings on page 9 of the exam assessment brief. • Write in whole sentences to give the examiner enough insight, not bullet points. • Add value by briefly defining your key target audience under the customer base section (i.e. a thumbnail sketch); your key brand(s) under the range of products / services • Consider including a perceptual map of your brands versus competitors’. Task 1 Bullet Point B: 4 marks Describe how the research process is implemented in order to gain a better understanding of customer needs. The CIM have dropped a heavy hint re the approach you need to take here. As syllabus reference 5.1 indicates, might expect with a brand strategy a key focus is on identifying and explaining how brand communications (delivered by the communications mix) apply to various different marketing channels and situations. So the CIM want you to be very specific here. To answer this correctly you need to base your answers on 2 or 3 typical communications scenarios based on your particular key marketing channels. This could be brand comms in a b2b or a b2c scenario with business or consumer customers. (Note customers may be consumers of the product that the buy and use themselves, they may be users of the product or service i.e. someone else buys it for them, they may be intermediaries who buy from you to make or sell a product or service to sell on). Your chosen situation could include communications with customers in your primary (main) industry, or in secondary or intermediary sectors. And it could also be marketing communications with channel partners (partners /affiliates) and channel intermediaries (distributors/wholesalers, agents, retailers). Based on your chosen comms scenarios, give an outline of the different elements of the research process – using the references in 2.1 above - and explain how each element can help you better understand your customers needs related to your product/service, that will help the new brand strategy. Keep this very tightly focused as you only have about 350 words for task 1b. Task 1 Bullet Point C 7 Marks Analyse THREE qualitative research methods that could be used by your chosen organisation to better understand how its brand is perceived in the digital environment. Point C asks you to ANALYSE a CIM command word which means consider new or different data/information and consider alternative solutions and outcomes using relevant models and definitions. This is a long way from just describing and giving details so you need to really focus in on the core points and provide analytical insight backed up with theory application. Here, you are analysing THREE qualitative research methods, and one way to approach is via a pros/cons or advantages / disadvantages table. Qualitative research is about gaining insight into opinions, behaviours, attitudes and beliefs and answers ‘why’ type questions. Methods include: focus groups, depth interviews, Grounded theory, Observation, and Delphic polls. So, you need to take the methods and weigh up the pros and cons of using each one, using the expert theory from market research texts, and giving examples drawn from your organisation. The focus is on gaining insight on how your online customers view your brand, and perceptions, attitudes, opinions and any other relevant consumer behaviour is relevant here. Credible Sources to help you with task 1: • Fill, C (2011) Essential Marketing Communications England, Pearson Education Ltd • Lesson 1 marketing exchange, evolution of marketing, business philosophy, marketing plans, objectives • Lesson 4 market research • Lesson 5 qualitative and quantitative research • Wilson A (2006) Marketing Research : An integrated approach, Harlow, Pearson • Bradley (2013) Marketing research tools and techniques, Oxford, Oxford University Press • https://www.mrs.org.uk/standards/guidelines • Marketing Plans and Planning: http://www.malcolm-mcdonald.com/ • Aaker, D (1996) Building Strong Brands. London, The Free Press. • Brands and Branding: http://www.lesliedechernatony.com/videos.php • Marketing: Baines, Fill, Kelly (2011). Oxford University Press Discussion Paper Format Format means: • Front cover • Contents page • Executive Summary • Background • The main points of discussion • Summary • Next Steps • References • Bibliography Appendices Tone means: • 3rd person and Professional – needs to be marketing speak as you are usually writing for the Marketing Manager or Team Task 2 As Marketing Assistant you have been asked by your Marketing Manager to prepare a presentation to the Senior Management Team(SMT). The focus of the presentation will be to improve the understanding of the importance of branding, and how it fits within the marketing planning process Syllabus references for task 2: 1.4 1.9 1.10 Task 2 – Bullet point A 6 Marks Analyse the importance of the marketing planning process and how it could improve the development of your chosen organisation’s brand position. Analyse the importance of the marketing planning process, briefly covering the importance within the context of your own organisation, and considering both the positive and negative aspects of your current planning process. Note, you are not being asked to produce a marketing plan, you are being asked to consider your organisation’s planning process. The syllabus references contained in 1.4 above indicated that PESTEL factors, Micro market and stakeholder factors, and internal factors (5Ms) should be the focus here. Consider capturing your analysis in a SWOT format. Task 2 – Bullet Point B 6 Marks Discuss the role and importance of branding to your customers, and how it: • Helps identify your chosen organisation to your potential customers • Differentiates your chosen organisation • Creates a symbol of lifestyle Consider including an expert’s definition of branding to define your terms of reference here. Focus on the importance of branding to your customers, as a way of identifying the organisation to your potential customers; the importance of branding to differentiate your organisation to your customers. Relevant theory and concepts include the buyer behaviour of your target audience, Chris Fill on differentiation; as well as behavioural related concepts such as perception, attitudes, risk. Finally you’re asked to discuss the role and importance of branding to your customers and how it creates a symbol of a lifestyle. Consider symbolic and expressive factors relating to branding to help here. Task 2 –Bullet Point C 10 Marks Evaluate the concept of branding and its role in: • building customer loyalty • ethics and corporate social responsibility • maintaining a brand Bullet point C asks you to evaluate the effects that branding has in the chosen organisation in building customer loyalty. You then need to evaluate how branding can portray your chosen organisation’s ethical and CRS stance. Find suitable definitions of ethics and corporate social responsibility relevant to your organisation/market, and then evaluate the concept of branding and its role in ethics and CRS. Think about the importance of corporate branding and brand image and stakeholder perceptions (staff, customers, suppliers, wider stakeholders such as the press, local community, shareholders and so on). Finally you need to consider how your chosen organisation maintains its current brand image. To evaluate is a CIM command word meaning weigh up the strengths and weaknesses and then use this to form conclusions, this time in the concept of YOUR organisation’s branding. Think about the importance of the brand and branding from your organisation’s perspective. The theory of branding suggests that its goal is to create positive ‘experiences’ for customers, so that they feel / think positively about the brand. The internet has enabled people to interact and dialogue in 2 way communications with brands in a way that offline doesn’t always allow. So think about how this the interaction, dialogue and personalisation opps presented by brands online, and consistently living up to its promise can, over time, generate loyalty. Consider theory such as Hallberg’s theory of loyalty and the Christopher’s Ladder of Loyalty. Task 2 format requirements: tasks A-C max slide count 14 slides including one introductory slide, one summary slide and 12 content slides. Maximum word count for speaker notes: 100 words per slide. Note: you are not expected to deliver the presentation, but the notes should act as a tightly written script of what you would say Credible Sources to help you with task 2: • MCB Lesson 1 marketing planning • MCB Lesson 3 and lesson 10 concept and roles of branding • MCB Lesson 8 brand building; brand emotional loyalty pyramid • Fill, Chris Essentials of Marketing Communication, London Prentice-Hall • https://www.marketingweek.com/2015/09/30/four-trends-changing-the-definition-of-luxury/ http://www.cimmarketingexpert.co.uk/page/892/corporate-social-responsibility-csr- http://www.cimmarketingexpert.co.uk/page/5831/ethics-and-marketing-communications Presentation Format and Tone: Use the slides for visual effect and stick to a rule of thumb of no more than six lines of six words plus a diagram or chart to illustrate your point. The speaker notes is where you should explain the slide, using sentences and not bullet points to state the key points. Here is also where you should include the majority of your theory and concepts. Use third person tone in your speaker notes. Accompanying speaker notes example: Task 3: Briefing Paper. As Marketing Assistant, your Marketing Manager has asked you to prepare a briefing paper which will be presented to the Senior Management Team (SMT). The briefing paper will help the SMT to better understand the role of communication, advertising and media in developing brand awareness. Format and Tone: A briefing paper is an expert document written to summarise the facts related to a particular situation. Its tone is not discursive, but factual, assertive, and backed up with insight and data. It is written to inform and make recommendations on the matter. Briefing paper format means professional tone and presentation. You need: 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. Examples of some well-designed briefing papers: Syllabus references: 3.9 3.10 3.11 Task 3 –Bullet point A 10 Marks Analyse the challenges faced when developing marketing communications for a global audience. Consider a range of challenges that your organisation either faces or could face when developing marketing communications for a global audience. Challenges could be media consumption/availability, cultural, language, morals, religion, education, literacy, and practical considerations such international market segmentation, time differences, how to differentiate, gain trade/channel acceptance locally, for example. Other important considerations could include international level of sophistication regarding web usage, press availability, use of social media by the indigenous population. For example in some countries, the internet and broadband are not widely supported, but mobile phone usage is very prevalent and sophisticated. Task 3 Bullet point B: Describe how marketing communications activities can be measured in relation to how effectively they support brand development. 4 marks The second part of the task asks you to consider the organisation’s current communications activities, and consider how the effectiveness of these activities can be measured. The CIM guidance on page 13 of the assessment brief advises that you should consider how you’ll measure the success of these activities in the context of brand development only. This is a very research focused part of the exam. CIM also state you should consider: questioning and observation tests, quantitative and qualitative methods to track, measure, and develop brands; pre and posting testing methods, tracking studies, and audience research. In addition, the effectiveness of media choice should also be considered. Task 3- Bullet Point C 12 Marks Evaluate how marketing communications can be used to: • build interest • build awareness • build loyalty The third part of the task asks you to ‘evaluate’ i.e. give a pros and cons or strengths and weaknesses account how marketing communications can be used to build interest, build awareness, build loyalty. Different tools and media can be used to deliver brand messages and images to influence different stakeholders. You need to take each task element in turn, and use theory such as the customer lifecycle and communications theory such as DRIP AIDA and Promotion in the evaluation. Think about the different roles and impacts of different communications mix tools i.e. Advertising, PR, sales promotion, personal sales, and direct marketing; as well as different media (internet, print, broadcast, outdoor media, ambient media etc). Consider concepts such as (in no particular order) the value proposition, differentiation, WOM and referrals, viral marketing, personalisation, interaction, dialogue, Hallberg’s brand loyalty pyramid, and Christopher’s ladder of loyalty concepts and show them in action, to showcase how they can support brands and build loyalty APPLIED to your organisation’s customers. Useful resources for this task: • As well as your lessons and Fill’s core text, there are many relevant articles on the CIM website, which as a CIM affiliate member you can access for free via www.cim.co.uk Task 4 REPORT As Marketing Assistant, your Marketing Manager has asked you to create a report for the Senior Management Team (SMT) to better understand the role of consumer behaviour in developing a new brand strategy Syllabus references relevant to task 4: Task 4 Bullet point A 6 Marks: Explain the Decision Making Unit (DMU) within both consumer and organisational contexts, and how customers’ DMU’s affect the chosen organisation. Consider the decision making units for both a consumer and an organisational context (i.e. b2b or b2c, Public Sector, or NFP), their respective members, similarities and differences. The first point asks you to “explain” command word meaning “give the reasons why…“. Include an expert’s definition of each DMU and then give a reason backed account of the main characteristics, similarities and differences of each, their customer needs, wants and purchasing behaviour The second part of the question asks you to explain how your customers’ DMU’s affects your chosen organisation. Base this on the main characteristics, similarities, differences, customer needs, wants and purchase behaviour you’ve already explained. Note, one consideration is who the DMU is buying for, and how this affects their decision making and therefore the brand communications decisions of the organisation. Task 4 Bullet point B 8 Marks: Analyse the Decision making process (DMP) in relation to both consumer and organisational contexts, and how customers’ DMPs affect the chosen organisation. Building from bullet point A where you looked at the structure of a typical decision making UNIT for consumer and organisational contexts, bullet point B asks you to “analyse” the decision making process (there are two models) for consumer and organizational contexts’. Do some research into the DMPS. As the syllabus refs indicate, Engel and Blackwell etal , amongst others have produced theory on consumer DMP, and Robinson theory on the b2b DMP;.Your course lessons, core Fill text, and the CIM myCIM website, or any core marketing text will also carry information about these too, so there are plenty of resources. Analyse is a CIM command word indicating that you need to examine this topic together with thoughts and judgements about it. There are classic frameworks in your lessons and core texts that describe the DM processes. So first define these terms, and then analyse the DMP for your organisation and one other organisation (either consumer or b2b for comparison). The similarities and differences between both processes should be identified and explained. Then cover how the DMP of your customers affects on your chosen organisation in terms of its marketing decisions. Consider differences that underpin consumer behaviour, with examples that include theory and concepts connected to emotional versus rational decisions, types of purchase, relevant theory around complexity, and size of purchase. Task 4 Bullet Point C: 12 marks Evaluate the role that branding plays in influencing: • source credibility • perceived risk • Involvement Again that word ‘evaluation’ i.e. ‘give the strengths and weaknesses and draw out recommendations’ this time about the role of branding for the three elements above, and use expert theory and views to back up your statements and judgements. So first you need to identify what the concepts mean to your chosen organisation i.e. give examples. For example, your organisation may enjoy high source credibility because it has strong research to back up its product quality; or if it’s a new business, it may be perceived as a riskier company to buy from than more established players. Consider including Kelman’s theory on source credibility (MCB lesson 10) here. . HINT: we use marketing comms to design messages that reduce the levels of perceived risk. Similarly, involvement refers to the amount of information and consideration the buyer needs before ready to make a buying decision. So look at the theory around high and low involvement products and services, and then relate it to your organisation’s products / services. Then within the context of your chosen organisation, give an evaluation in an advantages /disadvantages table, of the how these concepts influence your customers perceptions and attitudes towards to your products and services, and, the implications for your organisation’s (product and corporate) branding. HINT: perceptions can be influenced by our brand’s positioning, and, how it is differentiated. Sources to get started with Task 4: • MCB lesson 10 • http://www.cimmarketingexpert.co.uk/page/2198/decision-making-theories-and-issues • This is very classic theory, covered by any good marketing text from Baines, or Fill, Brassington & Pettit, Kotler, Jobber, and of course the CIM’s mycim website that you have access for free with your CIM membership number. . Typical Questions and Answers for MCB Exam paper: Q: Should this be one overall document? A: This assignment consists of four documents each one formatted to the specification stated by the CIM assessment briefing i.e. a powerpoint, briefing paper, report etc. At final submission, you should collate these into one submission document and save as a PDF whilst still retaining the different specified formats within it. Q: What is the page/word count for this paper? A: The individual page/word counts are given for each individual assessment task- see the CIM assessment briefing document. Q: Do I put the page count total at the end of each task section? A: No is the answer. The total page count for the whole assignment should sit on the front cover and only the front cover. These should not feature 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 header elements, page numbers in the footer, 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 and that it is uploaded with your draft submission. Q: Do I need to include an organisational summary? A: Yes it is the first part of task one, and as marked contents it must be include in the main contents and NOT appended. 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. © Avado Learning 2017