Mobile Marketing in Practice

CAM Diploma in Digital Marketing (Mobile)

Assignment BriefingJune & September 2014 Papers

Introduction to the AssignmentIntroduction to the Assignment

• Three tasks in total

• Tasks within the context of your organisation or an organisation of your choice.

• Part of the assignment requires production of an app

• Briefing paper and presentation format.

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Organisation Overview Organisation Overview

• One side of A4, placed in your appendices • Allows CIM examiner to see the context of your

assignment• No marks awarded - but should still be coherent and

well written.• Should succinctly describe:

– Who the organisation is, organisation type, size and a brief history

– What product/services are offered, key customer groups, markets operated

– Key competitors

– Mobile offering/presence.

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Task OneTask One• 1,000 words (+/- 10%) • Briefing paper to provide information about specific areas of interest in the

mobile marketing environment.• Guidance notes suggest students are expected to conduct research as

part of this task. • Element one (6/25 marks)

– Compare and contrast the advantages and disadvantages of content specific applications (apps) and mobile optimised sites

– Required to define both terms at the outset, before identifying the advantages and disadvantages of each – these should be compared and contrasted

– Guidance notes suggest areas such as reach, audience, accessibility, interactivity, call to action and desired response should be considered.

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Task OneTask One• Element two (4/25 Marks):

– Briefly explain the advantages and disadvantages of marketers of using buying networks

– Required to suggest what is meant by ‘Buying networks’, with consideration to areas such as: ad exchanges, premium publishers and public & private app stores etc.

– Should suggest the advantages and disadvantages of mobile marketers using these different networks.

• Element three (5/25 Marks):– Describe the key reasons why customers use mobile devices and how

this might impact on marketing communications decisions

– Required to firstly identify and describe the various reasons why people have and use mobiles: social networking, gaming, communicating, productivity etc.

– The reasons should then be linked to the impact they have on marketing communications decisions.

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Task OneTask One• Element four (8/25 marks)

– Explain the developments in collective/group buying and the impact that this has on mobile marketing activity, considering: real-time discounting, targeted sales promotion, seasonal offers and branding.

– Explain what is meant by collective/group buying and how it works both generally and on mobile devices.

– Required to conduct research as to the developments in collective/group buying in the areas identified

– What impact are these aspects having on mobile marketing? Should consider choice of media, platform and message content as part of your assessment here.

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Task TwoTask TwoPart A – Production of an App (10 Marks)• Required to design and build an app based around ONE subject area listed within the paper

– Local business support

– Fashion accessories

– Gardening

– Sports fixtures and results

– Video games

• The app should not relate to a real-life organisation or contain details of living people, company or brand names.

• See free tools available to produce an app within the guidance notes

• Should provide the URL of the app as well as submitting a maximum of screen shots – recommended show different aspects of app clearly in screen shots

• Note the guidance notes here: The app should remain live for eight weeks after the CIM submission deadline, so the examiner can view the app online.

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Task TwoTask Two

Part B – Briefing paper• 1,500 (+/- 10%) • Briefing paper to identify the procedure in building an app • Element one (4/40 marks)

– Identify the advantages and disadvantages of using an app as a communications tool for your chosen organisation

– Simply present the advantages and disadvantages of using an app in order to communicate with its customers

– Must be within the context of the chosen organisation

• Element two (4/40 marks)– Describe how the app’s content creates value for existing customers– Required to describe how an app (not the one from Part A) can add value within the

context of the chosen organisation – This should be related to any combination of the elements of the marketing mix

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Task TwoTask Two•Element three (4/40 marks)

– Describe the procedures followed to build the app so it is accepted by a mobile platform of your choice (eg, iOS, Android, Windows), and how you decided on its purpose and content

– Describe how you built the app – exact steps taken, supported by images/screenshots

– What decisions did you take around the purpose of the app and content? (& why?)

•Element four (8/40 marks):– Identify and describe how other marketing communications media could be

used by the chosen organisation to support the app

– Required to consider how communications can be integrated & support an app (not the app in Part A).

– Should look to explain what offline and online communications tools and media could be used by the organisation to support an app (in terms of achieving objectives and communicating about it’s benefits).

– Should be within the context of the chosen organisation.

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Task TwoTask Two• Element five (6/40 marks)

– Recommend additional factors that need to be considered in order to build successful apps

– Required to consider factors such as resources (human, financial and physical) as well as customer considerations (such as needs, mobile devices etc.).

– Must justify recommendations.

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Task ThreeTask Three• 1,400 word (+/- 10%) presentation (speaker notes) and 14 slides (maximum)

– excludes ‘front cover’ slide and bibliography slide• Element one (8/35 marks)

– Briefly explain each stage in developing a mobile marketing plan

– See guidance notes for the stages to include in this plan

– NOT required to produce a mobile marketing plan, but simply briefly explain what should happen at each stage

– Basic examples should be provided to illustrate key points.

• Element two (6/35 marks):

– Outline how customer needs and wants in relation to mobile marketing can be identified

– Required to outline the process of profiling the target customer for a mobile marketing campaign – how would this be achieved? Consider using research

– Guidance notes suggest should consider psychographic and behavioural profiles in relation to need and wants from mobile marketing

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Task ThreeTask Three• Element three (5/35 marks):

– Explain how mobile marketing activities can be implemented through the creation of different calls to action; including: click-though links, shopping carts and alerts.

– Required to explain how different mobile activities will require different calls to action such as click-through links, shopping carts and alerts

– Should consider how different activities will then require different mobile and online content to integrate and interact with each other.

• Element four (5/35 marks)– Evaluate the key measurements that can be used to monitor the

effectiveness of mobile marketing activities

– Required to evaluate the key measurements that can be used to monitor the effectiveness of mobile marketing activities

– What metrics could be used by your organisation to measure success of mobile marketing activities? How do these rate & compare against each other?

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Task ThreeTask Three• Element five (6/35 marks):

– Describe the key Regulatory Bodies and Codes of Practices that impact on mobile marketing

– Required to identify key regulatory bodies and codes of practice and impact on mobile marketing

– State what they are, briefly explain them and describe their impact on mobile marketing.

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Presenting Task ThreePresenting Task Three

• Use the slide and speaker notes function (you can find this under ‘View’ and then ‘Notes Page’)

• The presentation should be presented as a Word document (or PDF) and there is an option to save the presentation as a Word file within PowerPoint.

• The slides should reflect the requirements of the task as well as the mark scheme

• Slides should be simple and should not contain too much text • The speaker notes should be complete enough for the manager who

will be delivering the presentation to fully understand what he/she needs to say but they do not actually need to be a script – extended bullet points.

• See examples on Oxcom Learning

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PresentationPresentation

• 10 format and presentation marks awarded over 3 tasks• Marks awarded for:

– Relevance to the tasks– Concepts and frameworks– Professional tone and required format– Harvard Referencing

• See example assignments on Oxcom Learning

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Questions?Questions?

• Contact your assignment tutor• Contact the support team

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