BMP3006 Practical Digital Marketing Assessment 1 Individual Written Portfolio | RCL

BMP3006 Assessment Brief

Module Code and Name: BMP3006 Practical Digital Marketing
Assessment Number: 1 of 1
Assessment Type (and weighting): Individual Written Portfolio (3000 words) – 100%
Assessment Name: Digital Marketing
Assessment Submission Date: Sunday 18 January 2026 at 23:59

Learning Outcomes Assessed:

LO1: Describe the importance of the marketing and communications functions to organisations.
LO2: Explain how digital marketing can be used in communications strategies.
LO3: Examine how digital communications can be used in a specific marketing strategy.

Use Of Generative Artificial Intelligence (GAI) Applications In This Assessment

Assessment Task:

You have been given the task to prepare a well-developed portfolio of 3000 words with supporting evidence and relevant information you have gained in your studies as well as further research on digital marketing. In your portfolio you will demonstrate your knowledge of practical digital marketing and its use in today’s businesses. Ensure to include in your portfolio, appropriate supporting evidence in addition to your write up, such as screenshots and images of your selected company’s digital marketing communications/campaign.

TASK1: 1000 Words

Describe the Marketing Mix (7ps) and the Communication (Promotional) Mix functions, specifically: Sales Promotion & Publicity and why they are important to organisations. Provide appropriate examples to support your answer.

(30 Marks)

TASK 2: 1000 Words

Describe the following specific digital marketing channels: Mobile Applications (Apps) and Market Analytics and explain how these two digital communication channels help organisations in their marketing communication strategies to reach their target audience.

(30 Marks)

TASK 3: 1000 Words

You are required to select an organisation of your choice and using the AIDA Model, examine how your selected company used social media platforms to promote a specific marketing campaign. Include screenshots and images of the campaign selected and ensure they are correctly cited.

(30 Marks)

Your portfolio should be grammatically correct and include in-text citations and a list of references at the end in the Harvard style.

(10 Marks)

Declaration: At the end of the assessment, you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.

Minimum Secondary Research Source Requirements:

Level 3 – It is expected that the Reference List will contain at least five sources. As a MINIMUM the Reference List should include three academic books.