1. Employ critical and evaluative techniques to manage, lead, evidence and report on work based multi-channel content marketing for multiple audience segments and stakeholder requirements
Learning Outcomes - Knowledge and Understanding, Enquiry, Application

2. 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).
Learning Outcomes - Problem solving, Application, Reflection

3. Through work-based project activity, contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change. This will include communicating their conclusions clearly to key organisation stakeholders.
Learning Outcomes - Application, Communication, Reflection

Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, LO3, OS3, OS4, OS6, OS7, OS8, OS9, OS10, OS11, OS12, OK1, OK2, OK8, OK10, OK11, OK12, B4, B7), Assessment 2 (LO1, LO2, LO3, OS15, B1, B3, B4, B7)

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:
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

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

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.

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)

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

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.

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

Occupational knowledge the must be covered:
OK1: The strategic implications of the disruptive digital environment.

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

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

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

OK11: Digital graphic design, interface design, and authoring.

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

Occupational behaviours that must be evidenced:
B1: Ability to communicate and actively listen at all levels.

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

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

HEI’s will agree with the employer and apprentice a suitable work based project title that will cover the KSB identified in Annex A to be completed before the end-point assessment- so they need to do a proposal as part of this assessment that is agreed by HEI.

The Apprentice should work on a work-based project no earlier than 3 months prior to the EPA gateway, to identify a campaign strategy to meet a business need, and must demonstrate the knowledge, skills and behavioural outcomes as identified above.

This module directly follows on from the prerequisite, Work Based Digital Project Proposal. This module provides the opportunity to take learning from the Digital Marketing Degree Apprenticeship and practically implement learning in aim to have an impact on continued organisational performance and development. This module is directly integrated with the 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

Presentation
The presentation should be led by the Apprentice and focus on the outcomes of the report on the work-based project and should be no more than 30 slides and last no longer than 30 minutes. The purpose of the presentation is to:
Assess knowledge, skills and behaviours listed in the standard
Review what the apprentice has actually produced in the report
Review the standard of their work
Explore how they have approached the work, their interpersonal and behavioural skills and how they dealt with any issues

This module directly follows on from the prerequisite, Work Based Digital Project Proposal. This module provides the opportunity to take learning from the Digital Marketing Degree Apprenticeship and practically implement learning in aim to have an impact on continued organisational performance and development. This module is directly integrated with the 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.

In addition, 4 hours for 1 to 1 supervision with the academic are provided. This may be done in person, via Microsoft Teams or through a phone call depending on the project.

This project expects for 350 hours to be completed working practically on the project.

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 iscussion 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