BTEC International Level 3 Business

Unit 17: Digital Marketing — assessment criteria

Learners examine the different aspects of web-based marketing, and the channels that can be used to deliver a successful digital marketing campaign.

Internal60 GLH12 criteria3 learning aims

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Assessment criteria

Reproduced verbatim from the Pearson specification — the same grid the assignment brief carries. A unit grade is the highest band where all criteria in that band (and every band below it) are met.

Pass

6 criteria

A.P1Explain the role of digital marketing as an extension of traditional marketing and the ways the messages can be delivered.

A.P2Investigate the ways in which advertisers are targeting mobile device users.

B.P3Discuss the digital strategies that a selected business uses to meet two different objectives.

B.P4Outline different compensation models used in digital marketing.

B.P5Explain the benefits of, and concerns about, digital marketing from the perspective of both the customer and the marketer.

C.P6Produce an outline for a digital marketing campaign that will create brand loyalty for a new or existing product or brand.

Merit

3 criteria

A.M1Analyse, using examples, the effectiveness of different digital delivery methods.

B.M2Analyse the different digital strategies and compensation models used to create brand recognition and brand loyalty.

C.M3Produce a detailed digital marketing campaign and demonstrate how it integrates into the wider marketing and promotional mix for a new or existing product or brand.

Distinction

3 criteria

A.D1Justify the extent to which the digital environment is influencing consumer choices.

B.D2Evaluate the effectiveness of digital marketing campaigns from different businesses, and suggest ways to overcome concerns raised about digital marketing.

C.D3Produce creatively a digital marketing campaign, justifying the key decisions taken and potential improvements that could be used to create brand loyalty.

Command verbs in this unit

The verb decides the depth expected — that is what separates Pass from Merit and Distinction work on the same learning aim.

ExplainInvestigateDiscussOutlineProduceAnalyseJustifyEvaluate

Pearson's ladder runs Identify → Describe → Explain → Compare / Analyse → Evaluate / Justify / Assess. A Merit or Distinction criterion on the same aim always implies the Pass beneath it: an “evaluate” answer that never first “explains” fails, however polished it reads. Hover a verb for what it demands.

Learning aims

A. Examine the role of digital marketing within the broader marketing mix
B. Investigate the effectiveness of existing digital marketing campaigns
C.

How checkb.tech checks this unit

Upload a learner's submission and checkb.tech reads it against exactly these criteria, reporting each one as met, partly met, or not met — with the evidence that informed the verdict cited, so every call is auditable.

The check runs against the official Pearson documents for this unit, and identical evidence always produces an identical result — the same script gets the same verdict every time.

It never awards a grade. You stay the assessor: confirm, dismiss, or act on every criterion before your assessment decision is final.

Verification & Quality Tools for Unit 17

Free Lead IV and assessor utilities configured for Pearson BTEC International specifications.

Authenticity CheckerAudit Unit 17 Evidence with Free Authenticity Checker

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Criteria and aim text reproduced for teacher reference from the official Pearson qualification documentation (Pearson BTEC International Level 3 Qualifications in Business). BTEC is a registered trademark of Pearson Education Limited. checkb.tech is an independent tool — not affiliated with, endorsed by, or sponsored by Pearson. It never awards a grade; the teacher stays the assessor.