1. Compare and contrast Social Media tools appropriate for communication, promotion and building relationships for your work-based organisation
Learning Outcomes - Learning, Analysis

2. Demonstrate critical understanding and application of the importance of content curation and its impact on businesses branding and ranking in a competitive and changing digital environment, for your work-based organisation
Learning Outcomes - Knowledge and Understanding, Problem Solving, Application

3. Ability to research and synthesise Social Media, Email and E-commerce Website content in line with keyword ranking to support organisational objectives for both B2B and B2C relationships, for your work-based organisation
Learning Outcomes - Enquiry, Communication

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, OS1, OK13), Assessment 2 (LO2, LO3, OS3, OS11, OK6, B1)

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 digital marketing.

OS3: Write and create content for the different audiences, online channels and create clear “Call to Actions” and user journey’s

OS11: Engage communities through Email Marketing and Social Media to stimulate and encourage communication through positive discussion and engagement.

OK6: How to foster business-to-business (B2B) marketing relationships through social media to launch products based on price and popularity.

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

B1: Ability to communicate and actively listen at all levels.

In this module you will learn about planning and content creation using Social Media. You will learn techniques to help you create, plan and schedule effective content. This will include using content creation for Search Engine Optimisation (SEO)/ Search engine page ranking and how to create "Evergreen" content that stays highly ranked in search engines. It will also cover techniques such as writing for different media, blogging, digital storytelling and podcasting.

Key topic areas:
The Promotional Mix
Engage digital communities through e-commerce, email marketing and social media
How content can be used to stimulate and encourage communication
How to build B2B and B2C marketing relationships through social media
How digital channels and platforms can be used to launch new products
Social media inbound and paid strategies
Impact of mobile campaigns across various platforms
Impact of social media on SEO strategies
How to use various filming tools and techniques for capture and editing
Legal and regulatory issues and the impact on day to day decision making

Social media is a powerful tool that can be used effectively (and safely) in the pursuit of value creation for a business. Digital content creation is becoming ultra-valuable in a world where content is key. In this module, you will develop skills to help you create, plan and schedule effective digital marketing content, including video development, writing techniques for different media formats such as blogging, digital storytelling and podcasting.

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.

Clampitt, P.G. (2018) Social Media Strategy Tools for Professionals and Organisations. SAGE. ISBN: 9781680502886

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. 2015, Didner P, McGraw Hill, ISBN 07- 184097 -9

Decoding the New Consumer Mind: How and Why We Shop and Buy, 2014, Morgan A, Josey Bass, ISBN 978-1-118-85931

Content Marketing Strategies for Professionals, 2014 Clay, B Newlands, M, McGraw Hill, ISBN 0-149430280

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