1. Assess and develop a practical digital marketing strategy, using the marketing mix framework to develop the strategy for your work-based organisation
Learning Outcomes - Enquiry, Problem Solving

2. Understand and evaluate current digital disruptive challenges and opportunities for your work-based organisation
Learning Outcomes - Knowledge and Understanding

3. Demonstrate the management and optimisation of key channels and content within a digital marketing strategy for your work-based organisation, including e-commerce, online and offline paid, owned and earned media
Learning Outcomes - Application, Communication

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS9, OK1), Assessment 2 (LO3, OS7, OS8, OK7, OK14, B6)

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

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

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.

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

OK1: The strategic implications of the disruptive digital environment.

OK7: The types of online and offline paid, owned and earned media, and how this works together.

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

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

The fundamentals of digital marketing planning merged with digital disruption are key factors to consider when building an effective brand presence. This module will cover how to create an effective digital marketing plan. You will address conventional approaches to strategic marketing planning through the Marketing Mix. You will then address digital marketing strategy and planning structured around the extended RACE Planning framework. Research, plan, reach, act, convert & engage.

Key topic areas:
Importance of planning to achieve objectives
Customer acquisition and retention
Customer conversion strategies
Disruptive technologies
Customer engagement journey and touchpoints
Digital disruption challenges and opportunities

Digital Disruption:
E-commerce developments including personalisation technologies
Email marketing automation
Consumer led content
Viral social media marketing
Wearable technologies
Internet of Things
Augmented Reality
3D printing
Artificial Intelligence

The fundamentals of digital marketing planning merged with digital disruption are key factors to consider when building an effective brand presence. This module will cover how to create an effective digital marketing plan. You will address conventional approaches to strategic marketing planning through the Marketing Mix. You will then address digital marketing strategy and planning structured around the extended RACE Planning framework. Research, plan, reach, act, convert & engage.

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.

Newman, M. and McDonald, M. (2018) 100 Practical ways to improve customer experience: achieve end-to-end customer engagement in a multichannel world. London, Kogan Page.

Webb, N.J. (2016), What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, ISBN: 9780814437810

Peppers, D. and Rogers, M. (2017) Managing customer experience and relationships: a strategic framework. 3rd edition. Hoboken, John Wiley & Sons.

Dew, R. and Allen, C. (2018) Customer experience innovation: how to get a lasting market edge. Bingley, Emerald Publishing

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