1. Present an understanding of the importance of monitoring and measuring digital marketing for a range of sectors
Learning Outcomes - Knowledge and Understanding

2. Analyse a range of business sectors using market research to identify the digital monitoring and measuring strategies and explore how it informs an understanding of the wider digital environment
Learning Outcomes - Enquiry, Analysis, Application

3. Reflect on how research into the wider disruptive digital environment informs your work-based digital marketing practice, using examples of professional practice
Learning Outcomes - Reflection

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OS5, OK1, OK4, OK8, B1), Assessment (LO3, OS11, OK8, B2, B3, B5, B6)

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.

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.

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

OK1: The strategic implications of the disruptive digital environment.

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

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

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

B2: Ability to work under pressure and unsupervised, and interact effectively within teams.

B3: Consider the impact of work on others, especially where related to culture, diversity and equality.

B5: Show integrity and respect for confidentiality and data security in work and personal situations.

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

This module explores key aspects of digital marketing monitoring, measuring and evaluation strategy, developing your skills in identifying improvements to digital communications. You will develop an appreciation of how measurement techniques can be aligned to business objectives. This module also provides the opportunity to conduct market research and social listening in aim to monitor and measure the wider digital environment.

Key topic areas:
Social Media listening
Return on marketing investment
Monitoring and measuring the wider digital environment
Business goals, strategy, marketing performance and the gap between them
Supporting changes in the planning and implementation stages
Measurement and accountability
Monitoring and management responsibilities
Marketing automation
Measurement triggers
Appropriate monitoring and measurement timescales
Using technology to monitor and measure

This module explores key aspects of digital marketing monitoring, measuring and evaluation strategy, developing your skills in identifying improvements to digital communications. You will develop an appreciation of how measurement techniques can be aligned to business objectives. This module also provides the opportunity to conduct market research and social listening in aim to monitor and measure the wider digital environment.

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.

Farris, P., Bendle, N.T., Pfeifer P.E. & Reibstein, D.J. (2014) Marketing Metrics the Definitive Guide to Measuring Marketing Performance, Pearson Education

Arikan A, (2008) Multichannel Marketing Metrics and Methods for On and Offline Success. Berkeley, Calafornia, Sybex

Best, R, (2009) Market Based Management, Prentice Hall

Hanlon, A. (2019) Digital Marketing, Strategic¿Planning and Integration, London, SAGE¿

Kingsnorth S, (2015), Digital Marketing Strategy, London, Kogan Page

Farris, P., Bendle, N.T., Pfeifer P.E. &¿Reibstein, D.J. (2014)¿Marketing Metrics the Definitive Guide to Measuring Marketing Performance, Pearson¿Education.

Venkatesan, R.¿Farris, P. &¿Wilcox, R.T.¿(2014): Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands¿On¿Learning, Pearson Education, Inc.

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