1. Understand the role of international and multi-channel marketing in organisations and the contribution to business objectives, for agencies as well as clients
Learning Outcome - Knowledge and Understanding

2. Understand and present the Marketing Mix and how this is adapted for a range of organisations in aim to fulfil expectations of the customer
Learning Outcome - Knowledge and Understanding, Problem Solving, Communication

3. Analyse and reflect on digital marketing trends that link to your organisation and how the trends impact marketing decisions. Evaluate the impact on your personal CPD and life-long learning.
Learning Outcome - Analysis, Reflection

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OS9 OK9), Assessment 2 (LO3, B6)

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS1: Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing.

OS9: Apply a marketing mix / digital marketing mix to meet customer expectations.

OK9: The Digital Marketing environment for International marketing and multichannel marketing, for agencies as well as client.

B6: Be enthusiastic and have a thorough and flexible approach to work and to personal development through CPD and life-long learning.

This module will develop your understanding of the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. This module will explore the digital marketing environment for international and multichannel marketing, changing consumer behaviour in the digital age and the marketing planning process. You will be introduced to the Marketing Mix and tactical planning frameworks for supporting marketing effectiveness.

Marketing plays an important role in developing relationships between customers and organisations. This module will develop your knowledge and understanding of the role of marketing in a digital environment and key principles. This module will equip you with the knowledge to adapt to continuously changing consumer behaviour and reflect on how these principles link to your organisation.

Scheduled learning and teaching activities.

To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:

To consist of:

Accessing additional online content such as videos and presentations

Independent reading to consolidate knowledge gained in the formal teaching

Undertaking formative tasks set by the tutor to consolidate learning

Assessment preparation and writing and gathering evidence

Portfolio building

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:

Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends