A work-based portfolio which is broken down into three tasks: research, plan and report.

Marketers need the essential skills to identify, integrate and monitor digital tactics to enhance marketing activities.

This module is about appreciating the importance of the ever-evolving digital landscape and understanding how to develop skills to improve digital marketing effectiveness. It provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities. It identifies the importance of effective monitoring and measurement techniques that enable organisations to improve digital marketing performance.

Unit 1: The digital landscape

Understand the opportunities and challenges presented through the disruptive digital environment (15%)
Assess the impact and influence of the dynamic digital environment (15%)
Unit 2: Digital toolkit

Understand how key digital tools can support and enhance marketing (20%)
Understand the relevance of digital platforms and channels in context (20%)
Unit 3: Digital in action

Develop digital activities to support and enhance multichannel marketing (15%)
Apply the key principles involved in monitoring and measuring digital marketing effectiveness (15%)

The module introduces you to the role and function of marketing and investigates what influences your customers. On completion of the module you will be able to adapt the marketing mix to meet the requirements of your customers.