1. Understand the fundamentals of digital marketing and the impact of digital technology on digital marketing communications
Learning Outcome - Knowledge and Understanding

2. Demonstrate an understanding of your work-based organisations’ target audience and explain the user experience how audience insights are used to maximise engagement
Learning Outcome - Learning, Enquiry, Communication

3. Analyse digital marketing tools and justify the selection of appropriate tools for your work-based organisation, applying segmentation, targeting and the sales funnel
Learning Outcome - Analyse, Problem Solving

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OK5, OK11, OK12), Assessment 2 (LO3, OK11, OK13)

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.

OK5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.

OK11: Digital graphic design, interface design, and authoring.

OK12: The user experience, and how to maximise engagement.

OK13: Segmentation, targeting and application of sales funnel, path to purchase, and customer attribution.

This module will explore an introduction to the key aspects of digital marketing communications. You will develop an understanding of the impact of digital technology on marketing activities and the effect on customer action. The module will investigate the digital marketing tools available, how those tools can be used and how to develop digital marketing communications.

Key topic areas:
Target audience characteristics
Customer lifestyles
Digital channel usage behaviour
Cultural Awareness
Integrating offline and online marketing activity
Creating customer call to action

The way that business communicates with customers has changed dramatically through the evolution of digital. This module will explore an introduction to the key aspects of digital marketing communications. The module will investigate the digital marketing tools available, how those tools can be used and how to develop digital marketing communications.

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

These are indicative only. You will be expected to complete independent extended reading.

Smith, P.R. and Zook, Z. (2019) Marketing communications: integrating offline and online, customer engagement and digital technologies. 7th edition. London, Kogan Page.

Fill, C. and Turnbull, S. (2019) Marketing communications: touchpoints, sharing and disruption. 8th edition. Harlow, Pearson.

De Pelsmacker, P., Geuens, M. and Van Den Bergh, J. (2017) Marketing communications: a European perspective. 6th edition. Harlow, Pearson.

Percy, L. (2018) Strategic integrated marketing communications. 3rd edition. Abingdon, Routledge

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
imilarWeb
SEMRush
Alexa Website Traffic
Google Trends
Canva