1.Demonstrate strategic planning and justification for a work based digital marketing project, focusing on timescales, appropriate research methodologies and practicality of execution for your work-based organisation
Learning Outcomes - Enquiry, Problem Solving, Application, Communication

2. Analyse internal and external multi-channel digital marketing performance in order to inform a work based digital marketing project. Incorporating learning from leading marketing theorists and practitioners.
Learning Outcomes - Problem solving, Analysis

3. Communicate a work-based digital marketing project proposal to the work-based employer and identified stakeholders in order to receive approval of the implementation of the project.
Learning Outcomes - Communication

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, LO3, OS1, OS2, OS5, OS6, OS9, OS14, OK3, OK5, OK6, OK13), Assessment 2 (LO1, LO3, OS15, B1),

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

Occupational Skills that must be demonstrated include:

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.

OS5: Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisations digital marketing strategies, drivers and customer behaviours.

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

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

OS14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.

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

Occupational knowledge the must be covered:

OK3: The leading marketing theorists and practitioners when managing and implementing brand equity, brand awareness and strategic brand management.

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

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.

Occupational behaviours that must be evidenced:

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

This module provides the opportunity to take learning from the Digital Marketing Degree Apprenticeship and develop a proposal for practically implementing a work based digital marketing project. This module is directly integrated with the preparation for End Point Assessment and will incorporate active involvement from Academic Supervisors, Work-Based Employer and Work Based Officer. The Work Based project must be completed in a working environment as part of the Apprenticeship.

The implementation of the project will include establishment of benchmark conditions at the start of the project so that clear evaluation can be carried out at the end. You will build a report of your project activity and evaluate the project, followed by a critical reflection on practical experiences gained, and the impact on your continued professional development.

This module will support students with the preparation for the End-Point Assessment. Key areas for learning, but not limited to are as follows.
The apprentice’s understanding of how to launch a campaign from conception to delivery, demonstrating key project management skills including planning, scheduling and costing.
Their ability to use analytical techniques and tools to measure a campaign’s success and improve results for the future.
Their breadth of knowledge relating to their recommendations to improve results in the future.
Their ability to reflect and be self-critical as part of a learning cycle.
Ability to collect evidence relating to the work-based project.

Examples of the Report titles might be:
The execution of a digital campaign to promote (a specific product/service/event etc.)
The creation of a customer loyalty programme or campaign (for the employer)
Increasing customer engagement through specified digital marketing activities
Presenting a proposal for a digital strategy to meet (the employer’s) aspirations

The evidence must be attributable to the apprentice, in part or in full. Evidence must be accompanied by a statement outlining the apprentice’s contribution, signed by the apprentice and their employer. Example evidence may include
Sources of data (files, data base reports, SEO data)
Reports from other areas of the business or customers
Customer requirements
Emails

This module provides the opportunity to take learning from the Digital Marketing Degree Apprenticeship and develop a proposal for practically implementing a work based digital marketing project. This module is directly integrated with the preparation for End Point Assessment and will incorporate active involvement from Academic Supervisors, Work-Based Employer and Work Based Officer.

The student project will provide experiential learning in a place of work.

The project can be in any type of organisation e.g. private sector, public sector, charity or a University. It is desirable but not essential for the work project activity to physically take place at external premises. This will be at the discretion of the organisation and may link to the apprenticeship employment contract agreement.

Scheduled learning and teaching activities.
To consist of:
Face-to-face and 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.

Helyer, R., Wall, T., Minton, A. & Lund, A. (2021) The Work Based Learning Student Handbook, 3rd edition. Macmillan Education, London

Barker S and Cole R (2012) Project management 3rd ed Harlow Pearson

Smith K A (2014) Teamwork and project management. 4th ed. New York : McGraw-Hill Education,

Wintage L M (2015) Project management for research and development guiding innovation for positive R&D outcomes e-book

Bones C & Hammersley J (2015) Leading Digital Strategy: Driving Business Growth Through Effective E-commerce, London Kogan Page,

Chaffey D. (2012) Digital Marketing: Strategy, Implementation and Practice, Harlow, Pearson.

Wind, J. & Mahajan, V. (2001) Digital Marketing: Global Strategies from the World's Leading Experts, Wiley.

Ryan, D. (2014) Understanding digital marketing, Kogan Page, London.

Miller, M. (2012) B2B digital marketing, Que, Indianapolis, Ind.

Chaffey, D. & Ellis-Chadwick, F. (2012) Digital marketing: strategy, implementation and practice, Pearson, Harlow.

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)
SEMRush
SimilarWeb
Google Analytics
Alexa Website Traffic
Sprout Social
Hootsuite
HubSpot
Google Trends