BTEC Level 3 Unit 17 Digital Marketing Assignment Brief 2026

Unit 17 Digital Marketing Assignment Brief

Unit in Brief

Learners examine the different aspects of web- based marketing, and the channels that can be used to deliver a successful digital marketing campaign.

Unit Introduction

This unit will allow you to develop your marketing skills and provide an understanding of the role of digital marketing in identifying and satisfying customers.

In this unit, you will examine the purpose of digital marketing in a business, and consider the specific aims and objectives of this function. You will research how digital marketing is used today, and develop an understanding of the benefits of, and concerns about, digital marketing. You will investigate the different delivery methods and the use of key performance indicators (KPIs) used to evaluate the success of the digital message. You will use this knowledge to make recommendations for a digital marketing campaign for a selected business.

This unit will give you an insight into the importance of digital marketing as part of the wider marketing function, and enable you to make an informed choice on the suitability of this area of marketing as an employment or training possibility.

Learning Aims

In this unit you will:

A Examine the role of digital marketing within the broader marketing mix
B Investigate the effectiveness of existing digital marketing campaigns
C Develop a digital marketing campaign for a selected product or brand.

Summary of unit

Content

Learning aim A: Examine the role of digital marketing within the broader marketing mix

A1 Digital marketing in the marketing function
Definitions of digital marketing: o the use of digital technologies to create integrated, targeted and measurable communications that help to acquire and retain customers while building deeper relationships with them (Digital Marketing Institute) o achievement of marketing objectives through the use of digital media and technology. Role of digital marketing as an extension rather than a replacement for the traditional marketing and promotional mix. Current trends in digital marketing, e.g. the move to mobile communications. The use of digital marketing to target specific market segments. The development of customer databases in delivering digital communications, including the use of free content for lead generation.

A2 How the digital communication is delivered
Display advertising, banners, pop- ups, floating advertisements (ads), interstitial ads, text ads. Search engine marketing, optimisation and sponsored searches. Social media marketing. Email advertising.

A3 Devices for displaying digital communications
Personal computers, smartphones, tablets and games consoles.

Learning aim B: Investigate the effectiveness of existing digital marketing campaigns

B1 Digital marketing objectives
Lead generation. Brand awareness. Customer retention.

B2 Digital strategies to meet target objectives
Content marketing – relevance, pressure to keep refreshed. Paid search advertising. Search engine optimisation. Social media marketing. Video marketing. Video blogging (vlogging). Email marketing. Mobile applications (apps). QR codes. Responsive web design.

B3 Return on investment compensation models
Cost per mile (CPM). Cost per click (CPC). Cost per engagement (CPE). Cost per view (CPV). Fixed cost.

B4 Benefits and concerns of online advertising
Benefits, including cost, measurability, formatting, targeting, coverage, speed. Concerns, including banner blindness, fraud and other illegal activity, display variations, ad blocking, privacy/data security, consumer location tracking, spam.

Learning aim C: Develop a digital marketing campaign for a selected product or brand

C1 Marketing planning process
Set objectives – lead generation, brand awareness, customer retention. Analysis of target segment, brand persona and competition. Resource identification – human, financial and technological. Implementation planning and testing. Measurement against targets.

C2 Integration in the wider marketing and promotional mix
Marketing objectives. Marketing mix. Promotional mix. Anticipated returns.

Assessment Criteria

Essential information for assignments

The recommended structure of assessment is shown in the unit summary along with suitable forms of evidence. Section 6 gives information on setting assignments and there is further information on our website.

There is a maximum number of two summative assignments for this unit. The relationship of the learning aims and criteria is:

Learning aims: A and B (A.P1, A.P2, B.P3, B.P4, A.M1, B.M2, A.D1, B.D2)

Learning aim: C (C.P5, C.M3, C.D3)

Further information for teachers and assessors

Resource requirements

For this unit, learners will need access to a range of current business information on websites and from printed resources.

Essential information for assessment decisions

Learning aims A and B

For distinction standard, learners will investigate a range of digital marketing campaigns to identify the different types of communications used and their effectiveness in reaching different target segments. Different strategies should be considered, one of which should be the use of video or vlogging to help create brand recognition or brand loyalty. Two different campaigns from different businesses will be discussed and then evaluated in detail to establish how successful they were. Learners will have discussed the suitability of the compensation model used. There will be justified solutions to overcome the concerns about digital marketing.

For merit standard, learners will demonstrate their analytical skills by discussing the merits and disadvantages of at least three digital communications methods, which should be chosen from at least two different types. For example, learners could choose to discuss the use of interstitial adverts, search engine optimisation and social media marketing. Learners should also analyse the different digital strategies and compensation models used and explain how these are used to create brand recognition or brand loyalty.

For pass standard, learners will describe the role digital marketing is playing in the marketing process. Current examples should be used to demonstrate latest trends, such as the use of vlogging to promote goods and the distribution of free digital content to acquire new leads. They will also explain the different ways in which digital communications can be delivered to consumers, the devices that are currently being used including mobile devices. There will be a discussion of the digital strategies and compensation models used and an attempt to explain some of the limitations and benefits to the consumer and the marketer of digital marketing.

Learning aim C

For distinction standard, learners will produce a fully justified and creative digital marketing campaign for a product or brand. There will be reflection on the key decisions taken when producing the elements of the campaign, and suggestions on how the campaign might be improved.

For merit standard, learners will develop a fully detailed digital campaign and explain how the plan is integrated into and complements the wider marketing and promotional mix.

For pass standard, learners will produce an outline for a digital marketing campaign that clearly demonstrates brand loyalty for a new or existing product or brand. Clear reference will be made to the digital application and how brand loyalty is created.

Links to other units

This unit links to:

Unit 2: Developing a Marketing Campaign
Unit 16: Visual Merchandising
Unit 18: Creative Promotion
Unit 22: Market Research.

Employer involvement

This unit would benefit from employer involvement in the form of:

– guest speakers
– business materials as exemplars
– design/ideas to contribute to unit assessment
– support from local business staff as mentors
– visits to appropriate businesses.

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