Campaign Management Assessment Information/Brief 2024-25

Task

Break down

Weighting

Clarity of specific aims

Clear and concise objectives for the campaign

15%

Quality of content

1. Covers all key aspects of the campaign (target audience, ESP, channel selection, timeline, budget).

2. Depth and relevance of content provided.

25%

Insightful use of theory

1. Application of appropriate theoretical frameworks  (at  least  2  relevant  theories).

2. Strong connections between theoretical concepts and the proposed strategies.

25%

Presentation Quality

1. Visual aids (slides, mood board) effectively

support and enhance the presentation.

2. Engagement and delivery (clarity, professionalism, time management).

20%

Q&A Session

1. Clarity and confidence in responses to questions.

2. Provision of accurate and relevant information.

15%

Total

100%

 Knowledge and Understanding

 Practical, Professional or Subject Specific Skills

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

1. Demonstrate an understanding of campaign management and marketing communication within the digital landscape.

2. Apply relevant communication theories to design and develop effective marketing campaigns.

3. Deliver presentations confidently and professionally.

4. Effectively communicate campaign performance and derive actionable insights.

5. Employ time management techniques to ensure efficient project execution.

For Apprentices Only

Knowledge, Skills and Behaviours (KSB)

This assessment prepares apprentices for the End Point Assessment by assessing progress towards the following KSBs:

Knowledge

1. Digital Campaign Management: Knowledge of how to plan, execute, and monitor digital marketing campaigns, including the use of digital platforms and analytics tools.

2. Marketing Communication: Understanding how to apply Integrated Marketing Communication strategies to ensure consistent messaging across various channels.

Skills

1. Campaign Planning and Execution: Ability to design and implement effective marketing campaigns, considering target audiences, channels, and budget constraints.

2. Analysis and Interpretation: Skills in analysing information from marketing campaigns to assess performance and make informed decisions.

3. Presentation and Communication: Ability to confidently present campaign strategies and outcomes to stakeholders, using clear and persuasive communication techniques.

Behaviours

1. Proactivity and Initiative: Demonstrates a proactive approach to identifying opportunities and solving problems in campaign management.

2. Collaboration and Teamwork: Works effectively as part of a team, contributing to collective goals and supporting colleagues.

3. Adaptability: Shows flexibility and adaptability in responding to changes in the marketing environment or campaign requirements.

Employability Skills developed /

demonstrated

You will develop a range of employability skills sought by employers through each assessment.

Optimized Channel 
Selection (Where)

The selection of channels is poorly justified or
inappropriate for the target audience and campaign goals.

The selection of channels is moderately 
justified but may not fully align 
with the target audience or campaign goals.

The selection of channels is well- justified and generally aligns with the target audience and campaign goals, 
though there may be room for improvement.

The selection of channels is very 
well-justified, aligning closely with
the target audience and campaign goals.

The selection of channels is 
exceptionally well- justified, perfectly aligning
with the target audience and campaign goals, 
maximizing reach and impact.

Application of 
Theories (Why)

The presentation shows insufficient understanding and 
application of relevant communication theories.
There is little to no connection between theory and campaign 
strategies.

The presentation demonstrates
 a basic understanding and application 
of relevant communication theories,
but the connection between theory and strategies is weak.

The presentation demonstrates a good 
understanding 
and application of relevant 
theories, with a reasonable connection to campaign strategies.

The presentation demonstrates a very good 
understanding and application of relevant 
theories, with strong connections to 
campaign strategies.

The presentation demonstrates an 
excellent understanding and application of relevant 
theories, with seamless and insightful 
connections to campaign strategies.

Quality of Presentation

The presentation is poorly structured, with significant
lapses in style and referencing, making it difficult for
the audience to follow.

The presentation is sufficiently 
structured, but lapses in style or 
referencing may cause some 
difficulty for the audience.

The presentation is well-structured, with minor lapses in style or referencing that do not significantly hinder the audience’s understanding.

The presentation is very well- structured,
with a clear style and accurate referencing, 
making it easy for the audience to follow.

The presentation is excellently structured,
with an engaging style and precise 
referencing, ensuring clarity and ease
for the audience.

Clarity and Accuracy 
of Responses (Q&A)

Responses are unclear, lacking confidence, and do 
not provide relevant or accurate information.

Responses are somewhat clear, with
 some confidence, but may lack
depth or accuracy.

Responses are clear and confident, providing generally accurate 
and relevant information.

Responses are very clear, confident, 
and accurate, offering relevant 
and insightful information.

Responses are exceptionally clear, 
highly confident, and provide 
precise, relevant, and insightful

information.