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NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

ASSIGNMENT BRIEF
Unit Code, Number and Title R/618/5121 - Unit 34: Digital Marketing
Semester and Academic Year Semester 1, Academic year 2024-2025

Unit Assessor(s)
Nguyen Phuong Tu/ Tran Viet An
Assessment Number and

DM A1: Digital Marketing Audit
Title
Issue Date September 30th, 2024
Submission Date 10.00AM - Thursday, October 25th, 2024
Student name
NEU Student ID Pearson ID
I certify that the evidence submitted for this assignment is my own. I

Learner declaration have clearly referenced any sources used in the work. I understand that
false declaration is a form of malpractice.
Student name / Signature Date:
Submission format
This assignment (Assessment 1 of 2) covers Learning Outcome 1&2 (LO1, LO2).
 This is an individual assignment. 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 course, formal business style using 1.5 lines spacing and font size 12.
You are required to make use of headings, paragraphs and subsections as appropriate. The
recommended word limit is 3,000 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
1
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
Vocational Scenario
Organisation
X is a prominent fresh market retailer operating in your country. This company can be either an
international chain or a local business. In the wake of the COVID-19 pandemic, X's Board of Directors has
recognized the crucial role of digital transformation in driving business growth. For the current year, X is
focused on expanding its online presence and increasing investments in digital platforms. The company's
long-term strategy aims to boost both online and offline sales while implementing omni-channel marketing
to deliver an exceptional customer experience.
Role
You are the head of company X’s digital marketing team, who takes charge of digital marketing planning
and implementation. You have been assigned to elaborate an annual digital marketing plan for the brand.
Assignment activity and guidance
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:
2
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) with
specific user personas to gain insights about your customers; Competitors Analysis;
Intermediaries Analysis.
- Macro digital environment analysis using PEST framework.
Based on your analysis, identify and critically analyse opportunities and challenges for the
company X in the current digital marketing landscape.
2.2. Tools and Platforms Audit

Identify and critically analyse the current digital platforms, tools and techniques used by the
brand in terms of reach, impacts, cost, and level of integration with other platforms.
Based on your analysis, point out critical strengths and weaknesses of the current firm’s digital
performance.
2.3. SWOT Analysis

Create a SWOT matrix with key information highlighted from (2.1) and (2.2).
Based on this SWOT matrix, draw some critical evaluations 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.
3
Learning Outcomes and Assessment Criteria
Pass Merit Distinction

LO1 Investigate the influence of the digital environment for effective
marketing of business organisations
M1 Analyse the opportunities and
P1 Examine the opportunities and
challenges for business
challenges digital marketing
organisations in the digital
presents for effective marketing of
marketing landscape.
business organisations LO1 and LO2
LO2 Apply digital tools and techniques for an integrated marketing D1 Critically analyse digital
marketing to draw valid conclusions
approach within a given business organisation
for effective marketing of business
P2 Apply key digital tools and organisations.
techniques that are available to M2 Analyse the effectiveness of
marketers for an integrated applying an integrated marketing
marketing approach. approach and the benefits this

has for an organisation.
P3 Discuss their effectiveness in
terms of reach, impact and cost.
* Please note that grades are provisional. They are only confirmed once ưnal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.

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NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Semester and Academic Year Semester 1, Academic year 2024-2025

Assessment Number and

NEU Student ID Pearson ID

I certify that the evidence submitted for this assignment is my own. I

Student name / Signature Date:

This assignment (Assessment 1 of 2) covers Learning Outcome 1&2 (LO1, LO2).

Unit Learning Outcomes

Assignment activity and guidance

Apply SOSTAC framework to build your digital marketing plan.

Your report should include the following:

2.2. Tools and Platforms Audit

2.3. SWOT Analysis

These are to inform your detailed plan in assignment 2.

Summarize key points of your report.

Pass Merit Distinction

marketers for an integrated applying an integrated marketing

marketing approach. approach and the benefits this

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