1. Develop a work-based multi-channel marketing campaign plan utilising appropriate theories and frameworks to assess the campaign approach
Learning Outcomes - Enquiry, Application

2. Demonstrate the implementation of the proposed work-based multi-channel campaign plan
Learning Outcomes - Application

3. Measure the success of the planned and implemented work-based multi-channel marketing campaign and how the results can support continuous improvement
Learning Outcomes - Problem Solving, Application

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, LO3, OS2, OS6, OS14)

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

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

OS6: Manage, plan, specify, lead and report on digital marketing projects.

OS14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.

This module provides the knowledge and skills to plan, implement and measure the success of campaigns for your work-based organisation. You will learn the campaign process including how to analyse an organisation’s current internal performance and position in the external market. You will also learn how to set campaign objectives, practically implementing a campaign, followed by measuring and evaluating the success of the campaign. This module will focus on supporting continuous improvement in the fast-changing marketing environment.

Key theories and frameworks:
PESTLE
Promotional Mix
Objective setting
SWOT

Marketing campaigns promote products and services through a range of media and digital channels and platforms. Campaigns can include focus on a product launch, rebranding, seasonal objectives, promotions, competitions and more. This module provides the knowledge and skills to plan, implement and measure the success of campaigns for an 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

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

Wind, J. & Mahajan, V. (2001) Digital Marketing: Global Strategies from the World's Leading Experts, Wiley.

Ryan, D. (2014) Understanding digital marketing, Kogan Page, London.

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

Hanlon,¿A.¿(2019).¿Digital Marketing: Strategic Planning & Integration, SAGE Publications, United Kingdom.

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