1. Understand how emerging digital channels and platforms are used to promote products and services and communicate with consumers. Use appropriate research methodologies, professional bodies and insights.
Learning Outcomes - Knowledge and Understanding, Learning

2. Select a range of digital channels and platforms, manage and optimise an organisation’s multi-channel digital marketing activity, applying the digital marketing mix
Learning Outcomes - Enquiry, Application

3. Evaluate the impact of the disruptive digital environment, multi-channel and international marketing on your work-based organisation, apply key marketing theories
Learning Outcomes - Learning, Problem Solving, Application

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, LO3, OS1, OS2, OS4, OS5, OS7, OS9, OS13, OK1, OK2, OK4, OK9, OK10, B7)

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.

OS2: Apply the 4 marketing principles (product, price, place, promotion) and considerations of the business / marketing campaign.

OS4: Demonstrate how to promote and apply content marketing effectively through the appropriate media channels, relationship management systems and communication platforms to ensure brand and cultural awareness are maintained throughout marketing strategies.

OS5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours.

OS7: Manage and optimise key channels and content within a digital marketing plan.

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

OS13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.

OK1: The strategic implications of the disruptive digital environment.

OK2: Natural/organic and paid marketing to increase the visibility and promotion of websites.

OK4: Professional bodies and their insights into emerging technologies, trends and themes within the digital marketing environment.

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

OK10: Stakeholder and customer requirements, commercial awareness and business improvement processes that are relevant to campaign management.

B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.

This module provides insight into the distinction between digital marketing channels and platforms and how they are used to promote products and services and communicate with consumers. You will learn the benefits of multi-channel marketing and how digital technologies can support the operation of digital marketing activity. This module will focus on the importance of the evolving, innovative and dynamic digital landscape.

Key topic areas:
Informed channel and platform selection
Exploration of Website, Social Media, Email Marketing, Mobile Applications, Search Engines, Chatbots
Digital platform host technologies
Advantages and disadvantages of multichannel marketing
Compare and contrast suitable Social Media scheduling tools
Future of digital platforms
Content, Affiliate and Viral marketing
Multi-channel marketing
Cross-channel marketing
Digital Marketing Mix
Promotional Mix
Insight from Professional Bodies

This module provides insight into the distinction between digital marketing channels and platforms and how they are used to promote products and services and communicate with consumers. You will learn the benefits of multi-channel marketing and how digital technologies can support the operation of digital marketing activity.

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.

Chaffey, D. & Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice, Pearson, Harlow.

Charlesworth, A. (2014) Digital marketing: a practical approach, Routledge, London.

Ryan D and Jones C (2012) Understanding digital marketing: marketing strategies for engaging the digital generation - 2nd ed. - London: Kogan Page

Heinze, A. et al (2020) Digital and social media marketing: A results-driven approach. 2nd edition, Abingdon, Routledge.

Lipschultz, J.H. (2018) Social media communication: concepts, practices, data, law and ethics, 2nd ed. Routledge. ISBN: 9781491997246

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