1. Understanding the implications of the changing national and international digital environment including data protection, compliance and ethics on your work-based organisations’ strategic decision making
Learning Outcomes - Knowledge and Understanding, Learning

2. Assess a range of e-commerce strategies and models and evaluate opportunities for optimisation for your work-based organisation
Learning Outcomes - Enquiry, Analysis

3. Demonstrate e-commerce optimisation techniques on an integrated digital marketing campaign for an organisation and suggest recommendations for improvement
Learning Outcomes - Application, Reflection

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, OK8), Assessment 2 (LO2, LO3, OS8, OS11, OS12, OK2, OK14, B4)

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

OS8: Manage interfaces and the supply network of the organisation and customer by applying the appropriate E-commerce strategies and models available and whenever appropriate taking global engagements into account.

OS12: Apply the appropriate tools for a data-led approach to analyse marketing information and platforms, data and social media and recognise what is actually important for insights and optimisation to provide solutions for marketing decisions.

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

OK8: Digital marketing regulatory requirements, data protection, compliance and ethics, both national and international.

OK14: E-commerce and the importance of product descriptions, images, site layout and what makes a good online shopping experience.

B4: Demonstrate business disciplines and compliance with procedures and principles to ensure work is of high quality and fit for purpose, with high attention to detail and the ability to work to deadlines.

This module will provide an understanding of optimisation to ensure competitive digital advantage. There will be a focus on the strategic implications of developments in the global digital environment, as well as the impact on marketing activity. This module will develop your knowledge and skills in integrating and optimising digital marketing activity and encourage your flexible response to change.

Digital optimisation key topic areas:
Strategic implications of changing global digital environment
Explore relevant insights for expected optimisation
Changing stakeholder needs and behaviours
Practically assess digital technologies for optimisation
Effective ways of measuring digital integration
Website wireframing and development for optimisation
E-commerce strategies and models
E-commerce including development, operation and monitoring
Online organic and paid advertising
Email marketing campaigns
Integrated digital marketing

Businesses adopting digital marketing techniques has involved transforming aspects of their practice and application. This module will develop your knowledge and skills in integrating and optimising digital marketing activity and encourage your flexible response to change.

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.

Hanlon, A. (2019) Digital marketing: strategic planning & integration. London, Sage.

Chaffey, D. and Ellis-Chadwick, F. (2019) Digital marketing: strategy, implementation and practice. 7th edition. Harlow, Pearson.

Bones, C., Hammersley, J. and Shaw, N. (2019) Optimizing digital strategy: how to make informed, tactical decisions that deliver growth. London, Kogan Page.

Dahl, S. (2018) Social media marketing: theories and applications. 2nd edition. London, Sage.

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