Assessment Number 1
Assessment Type (and weighting) Written Portfolio – 60%

Assessment Name Effectiveness of Digital Marketing
Assessment Submission Date

Learning Outcomes Assessed:
LO1: Describe the importance of the marketing function and the marketing mix
LO2: Explain elements of the communications mix
LO3: Examine how digital marketing can be used in communication strategies

Assessment Brief:
You are required to submit a portfolio of no more than 2000 words that explains the effectiveness of digital marketing.

Part 1 1000 words requires you to:
Describe and discuss the Marketing mix. Use examples to illustrate your point (500 words
Describe and discuss the key elements of the communications mix. (Use examples to illustrate your points. (500 words)
You will use text book and journal sources to justify your answers and reference those sources using Harvard referencing style).

Part 2 1000 words requires you to
Explain how each of the social media channels are used as part of a brands’ or company’s communications strategy, using examples to illustrate you answers.