1. Demonstrate understanding how to select models and frameworks to support the planning and implementation of a multi-channel digital marketing campaign strategy, for your work-based organisation
Learning Outcomes - Knowledge and Understanding, Learning, Enquiry

2. Produce a multi-channel digital marketing campaign strategy based on a situational analysis for your work-based organisation
Learning Outcomes - Enquiry, Analysis, Problem Solving, Communication

3. Manage and report on a multi-channel digital marketing campaign, implementing a strategic campaign plan and evaluating post campaign results against objectives, for your work-based organisation
Learning Outcomes - Analysis, Problem Solving, Application

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS1, OS2, OS5, OS6, OS13, OS15, B1), Assessment 2 (LO2, LO3, OS3, OS4, OS6, OS7, OS10, OS12, OK1, OK2, OK5, OK10, OK12, OK13, B2, B4, B7)

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.

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

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

OS4: Demonstrate how to promote and apply content marketing effectively through the appropriate media channels, relationship management systems and communication platforms to ensure brand and cultural awareness are maintained throughout marketing strategies.

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.

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

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

OS10: Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).

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.

OS13: Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.

OS15: Interpret, communicate and brief internal or external stakeholders on digital business requirements.

OK1: The strategic implications of the disruptive digital environment.

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

OK5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.

OK10: Stakeholder and customer requirements, commercial awareness and business improvement processes that are relevant to campaign management.

OK12: The user experience, and how to maximise engagement.

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

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

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

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.

B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.

This module will critically assess digital strategy, models, framework and techniques in aim to achieve campaign competitive advantage. You will have the opportunity to demonstrate all stages within the digital campaign management, including planning, implementation and strategic decision making. You will also learn how to effectively manage digital channels and platforms and employ monitoring and measurement techniques that enable the achievement of a planned integrated digital marketing campaign.

Key topic areas:
Situational Analysis
AIDA Model, RACE Model, Promotional Mix
Macro and micro environmental analysis
Impact of digital on competitive environment
Stakeholder and customer requirements
Commercial awareness
Business development and improvement process
SMART strategic marketing objectives
Marketing Communications (MC) & Integrated Marketing Communications (IMC)
Critical success factors
Operational measures and KPI’s
Time based controls/ campaign planning
Campaign evaluation

This module will critically assess digital strategy, models, framework and techniques in aim to achieve campaign competitive advantage. You will have the opportunity to demonstrate all stages within the digital campaign management, including planning, implementation and strategic decision making.

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.

Hooley, G., Nicoulaud, B., Piercy, N. and Rudd, J. (2020) Marketing strategy and competitive
positioning. 7th edition. Harlow, FT Prentice Hall.

Fill, C and Turnbull, S. (2016) Marketing Communications: discovery, creation and conversations. London: Pearson 7th Edition

Copley, P (2014) Marketing Communications Management Analysis, Planning and Implementation
London: Sage Publications Limited

Hackley, C and Hackley, R.A (2015) Advertising and Promotion London: Sage Publications Limited
Tungate, M (2013) Adland: A Global History of Advertising, Kogan Page

Smith, P.R and Zook, Z (2011) Marketing Communications: Integrating offline and online with social media (5th Edition) Kogan Page Limited

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

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

McDonald, M and Wilson, H. (2016) Marketing plans: how to use them, how to profit from them. 8th edition. Chichester, John Wiley.

Evans, N.D. (2017) Mastering digital business: how powerful combinations of disruptive technologies are enabling the next wave of digital transformation. Swindon, BCS.

Cravens, D.W. and Piercy, N. (2012) Strategic marketing. 10th edition. US, McGraw-Hill.

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