NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS
HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)
Unit Code, Number and Title R/618/5121 - Unit 34: Digital Marketing
Semester and Academic Year Semester 2, Academic year 2022-2023
Unit Assessor(s) Dr. Lakeesha K. Ransom/ Tran Viet An
Assessment Number and Title DM A1: Digital Marketing Audit
Issue Date 14 July, 2023
Submission Date 24 July, 2023
IV Name
IV Date
Student name
NEU Student ID Pearson ID
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break the rules, however innocently, may be penalised. It is your responsibility to ensure that you
understand correct referencing practices. As a university level student, you are expected to use
appropriate references throughout and keep carefully detailed notes of all your sources of materials
for material you have used in your work, including any material downloaded from the Internet. Please
consult the relevant unit lecturer or your course tutor if you need any further advice.
I certify that the assignment submission is entirely my own work and I fully
Student declaration understand the consequences of plagiarism. I understand that making a
false declaration is a form of malpractice.
Student name / Signature Date:
Instruction to The Students:
1
This assignment (Assessment 1 of 2) covers Learning Outcome 1&2 (LO1, LO2).
• This is an individual performance assessment. In this module, you are required to design a digital
marketing plan. This project is divided into 2 phases as below:
Phase 1 – Assignment 1: Digital Marketing Audit.
Phase 2 – Assignment 2: Digital Marketing Planning.
This assignment covers Phase 1.
• This should be written in a formal business style using 1.5 lines spacing and font Arial size 11 or
Times New Roman size 13. You are required to make use of headings, paragraphs and
subsections as appropriate. The recommended word limit is 1,000 words (+/-10%) .
• The submission format is in the form of an E-report. Please refer the Student handbook
(Vietnamese version, Appendix 2) for the Assignment submission rules.
• The file on Turnitin must be in Word format and include the first page of this cover sheet. The
first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
• The similarity allowed is up to 25% after excluding references.
• Name of the file includes Student ID_Unit name_Assessment no. (E.g. “10200001_DM_A1.1”)
• Ensure that authenticity declaration has been signed electronically.
• Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions.
• Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
• You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.
• Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet.
To achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).
Unit Learning Outcomes:
LO1 Investigate the influence of the digital environment for effective marketing of business
organisations
LO2 Apply digital tools and techniques for an integrated marketing approach within a given business
organisation
Assessment Brief and Guidance:
SCENARIO
Organisation
2
X is an organisation operating in Vietnam domestic market. You might choose any organisation in
Vietnam to task with. After the Covid -19 pandemic, the Board of Directors (BOD) of the company has
realized the importance of digital transformation. This fiscal year, the firm aims at extending its online
presence and investing more in digital platforms. The long-term goal is to push sales both online and
offline and achieve omni-channel marketing in order to build excellent customer experience.
Role
You are an intern for your company X’s digital marketing team who takes charge of digital marketing
planning and implementation for a current/newly developed brand Y. You have been assigned to
elaborate an annual digital marketing plan for the brand Y.
GUIDELINES
You must register the organisation of your choice with your lecturer/tutor and get their approval prior to
your preparation of this assignment.
Apply SOSTAC framework to build your digital marketing plan.
This assignment covers the first phase of your project: digital marketing audit, in which situation analysis
in SOSTAC framework should be done in order to inform sound decisions for your plan in the later phase.
Your report should include the following:
1. Introduction
- Company background
- Overview of main contents
2. Situation Analysis
2.1. Digital Environment Analysis
- Micro digital environment analysis includes: Customer analysis (or market analysis) to
gain insights about your customers; Competitors Analysis; Intermediaries Analysis.
- Macro digital environment analysis using PEST framework.
- Based on your analysis, identify Opportunities and Threats from the current digital
environment for the company and the brand. Critically analyse those opportunities and
threats if possible.
2.2. Channels Audit
- Identify and critically analyse the current digital tools, techniques and platforms used by
the brand in terms of reach, impacts, cost, and level of integration with other platforms.
- Discuss the effectiveness of the above tools, techniques and platforms.
- Based on your analysis, point out critical strengths and weaknesses of the current firm’s
digital channels performance.
2.3. SWOT Analysis
3
- Create a SWOT matrix with key information highlighted from (2.1) and (2.2).
- Based on this SWOT matrix, draw some critical evaluation and valid conclusions about
the firm’s current situation, the level of integration among channels, and what the
company should do to improve its digital marketing performance.
These are to inform your detailed plan in assignment 2.
3. Conclusion
Summarize key points of your report.
Learning Outcomes and Assessment Criteria
Learning Achieved Achieved Achieved
Pass (ticked) Merit (ticked) Distinction (ticked)
Outcome
M1 Analyse the
LO1 Investigate P1 Examine the opportunities and
the influence of opportunities and
the digital challenges digital challenges for
environment for marketing presents business
effective for effective organisations in
marketing of marketing of LO1 and LO2
business business the digital
organisations organisations marketing D1 Critically
landscape. analyse digital
LO2 Apply P2 Apply key digital
digital tools marketing to draw
tools and techniques M2 Analyse the
and techniques valid conclusions
for an that are available to effectiveness of
for effective
integrated marketers for an applying an
marketing marketing of
integrated marketing integrated
approach business
within a given approach. marketing
organisations.
business approach and the
organisation P3 Discuss their benefits this has
effectiveness in terms for an
of reach, impact and organisation.
cost.
Formative Feedback: Assessor to Student (please specific)
4
Action Plan
Summative Feedback: Assessor to Student (please specific)
Choose One The Student Is Awarded:
(*) REFERRAL | PASS Grade | MERIT Grade | DISTINCTION Grade
Name Of Assessor: Date Of Assessment:
Re-submission Feedback:
Choose One The Student Is Awarded A :
(*) REFERRAL Grade | PASS Grade
Name Of Assessor: Date Of Assessment:
Feedback: Student to Assessor
Signature & Date:
* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed at the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.
