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2 Severn Business College Course Handbook Diploma in Digital Marketing 2

3 Qualification Diploma in Digital Marketing Hours 60 Qualification Objective All innovation in is through digital channels nowadays. Kick start an exciting, dynamic career with our Diploma in Digital Marketing. Whether you are a business owner who wants to improve your online engagement or a complete beginner, this diploma is perfect for you. The Diploma in Digital Marketing will provide you with knowledge underpinning the principles of digital and skills to undertake digital planning. The qualification covers Marketing Planning, Ethics and Legalities of Digital Marketing, Content Marketing, Online Display Advertising, Marketing on Mobile, Search Engine Marketing, Marketing and Retention Marketing. Assessment Assessment is through practical assignments, with no exams - to more accurately reflect the real working environment. Unit Structure of the Qualification Units Unit level Unit credit Planning, Ethics and Legalities of Digital Marketing 15 Content Marketing and Online Display Advertising 15 Mobile and Search Engine Marketing 15 and Retention Marketing 15 Assessment Grades Grades Range Marking Criteria Pass Work demonstrating adequate working knowledge of material and evidence of analysis Fail Lack in basic knowledge and critical ability No Marks Plagiarism UNIT SPECIFICATIONS Unit Title Planning, Ethics and Legalities of Digital Marketing Hours 15 Learning Outcomes LO1 - Understand digital plans LO2 - Understand how market segmentation contributes to planning LO3 - Understand how to develop a promotional mix for effective Severn Business College Course Handbook Diploma in Digital Marketing 3

4 LO - Understand how branding is used across digital channels LO5 - Understand the implications of ethics to digital LO6 - Understand the effect of legal and regulatory requirements on digital Learning Outcomes and Content The learning outcomes describe the abilities that learners will possess after they have completed the unit.. The assessment criteria provide a list of achievements sufficient to demonstrate that a learner has met the learning outcomes. Learning Outcome To achieve this unit a learner must: LO1 - Understand digital plans LO2 - Understand how market segmentation contributes to planning LO3 - Understand how to develop a promotional mix for effective LO - Understand how branding is used across digital channels LO5 - Understand the implications of ethics to digital LO6 - Understand the effect of legal and regulatory requirements on digital Assessment Criteria Assessment of this outcome will require a learner to demonstrate that they can: 1.1 explain how organisations develop strategies 1.2 explain the key factors which influence decision making 1.3 assess the risk of competitors to organisational achievement 1. explain the impact of industry dynamics on an organisation 1.5 evaluate the risks to implementation of a plan 1.6 explain how to set key performance indicators (KPIs) 1.7 explain how plans are monitored and evaluated 1.8 specify monitoring arrangements that are capable of identifying variances from targets and expectations 1.9 devise a plan that aligns with a strategy 1.10 evaluate the implementation of a plan. 2.1 explain the importance of defining target markets to the development and achievement of the strategy 2.2 explain how target markets are established for activities 2.3 describe how digital techniques appeal to different market segments 2. explain how digital contributes to market segmentation 2.5 evaluate data to inform market segmentation 3.1 compare digital and non-digital techniques 3.2 explain the effect of a mix on a promotional mix 3.3 evaluate the suitability of digital techniques to meet objectives 3. evaluate a multi-channel approach to digital 3.5 explain how emerging approaches to digital can contribute to a mix 3.6 illustrate how different digital techniques combine to make a campaign 3.7 analyse the implications of the overall purpose of to the selection of techniques and platforms.1 explain the brand characteristics of an organisation.2 explain the purpose of brand guidelines in digital.3 explain how to incorporate brand identity into a digital campaign. 5.1 explain the fundamental principles of ethical behaviour 5.2 review the ethics of own behaviour 5.3 explain current and emerging concerns and expectations that are relevant to digital 5. evaluate the ethics of digital 6.1 explain how regulatory requirements affect digital 6.2 explain how legal issues affect digital 6.3 explain how organisations ensure digital activities are compliant with legal and regulatory requirements 6. explain the consequences of illegal practice Severn Business College Course Handbook Diploma in Digital Marketing

5 UNIT SPECIFICATIONS Unit Title Content Marketing and Online Display Advertising Hours 15 Learning Outcomes LO1 - Understand the uses of content LO2 - Understand technology used in content LO3 - Be able to manage a content campaign LO - Understand requirements for online display advertising LO5 - Understand technology used in online display ad LO6 - Be able to manage an online display ad campaign Learning Outcomes and Content The learning outcomes describe the abilities that learners will possess after they have completed the unit. The assessment criteria provide a list of achievements sufficient to demonstrate that a learner has met the learning outcomes. Learning Outcome To achieve this unit a learner must: LO1 - Understand the uses of content LO2 - Understand technology used in content LO3 - Be able to manage a content campaign Assessment Criteria Assessment of this outcome will require a learner to demonstrate that they can: 1.1 explain the relationship between branding and content 1.2 describe the differences between original and curated content 1.3 explain the factors to consider when creating a brief for a content campaign 1. propose content campaign ideas to meet aims and objectives 1.5 explain the uses of an editorial calendar for content 1.6 evaluate the legal requirements of a content campaign. 2.1 evaluate the technical issues of proposed content media 2.2 explain how search engine optimisation is achieved for content media 2.3 describe the tools used to build content media 2. describe the technologies that enable interactivity in content media 2.5 explain the data required from technology to measure success of a content campaign 3.1 plan a content campaign 3.2 use an editorial calendar in running a content campaign 3.3 originate content for a content campaign 3. curate content for a content campaign 3.5 publish content in line with content campaign plans 3.6 manage a content campaign 3.7 evaluate the success of a content campaign Severn Business College Course Handbook Diploma in Digital Marketing 5

6 LO - Understand requirements for online display advertising LO5 - Understand technology used in online display ad LO6 - Be able to manage an online display ad campaign against the aims and objectives of the brief.1 explain how to profile target audiences for online display ad.2 evaluate the suitability of publishing locations for online display ad for different target audiences.3 explain the factors to consider when planning online display ad. 5.1 evaluate the relative merits of the methods of publishing display ads 5.2 describe the tools that can be used for creating banner ads 5.3 explain best practice in banner ad design 5. explain the data required to measure success of online display advertising. 6.1 plan an online advertising campaign 6.2 create banner ads for an online display campaign 6.3 manage a banner ad campaign 6. evaluate the success of a banner ad campaign against aims and objectives of a brief 6.5 evaluate own performance in running online display ad 6.6 recommend actions for improvement to own performance ad campaign UNIT SPECIFICATIONS Unit Title Mobile and Search Engine Marketing Hours 15 Learning Outcomes LO1 - Understand how uniqueness of mobile technologies affects LO2 - Understand mobile communications LO3 - Understand the use of location aware applications for business LO - Understand how search engine fits into the objectives of a business LO5 - Understand the role of keywords in a search campaign LO6 - Be able to manage a search campaign Learning Outcomes and Content The learning outcomes describe the abilities that learners will possess after they have completed the unit. The assessment criteria provide a list of achievements sufficient to demonstrate that a learner has met the learning outcomes. Learning Outcome To achieve this unit a learner must: LO1 - Understand how uniqueness of mobile technologies affects Assessment Criteria Assessment of this outcome will require a learner to demonstrate that they can: 1.1 evaluate how the unique facets of mobile devices provide opportunities for mobile 1.2 explain the opportunities for mobile arising from technological developments 1.3 explain how the limitations of mobile technologies for mobile are overcome by businesses Severn Business College Course Handbook Diploma in Digital Marketing 6

7 LO2 - Understand mobile communications LO3 - Understand the use of location aware applications for business LO - Understand how search engine fits into the objectives of a business LO5 - Understand the role of keywords in a search campaign LO6 - Be able to manage a search campaign 2.1 analyse the potential of mobile to the strategy of a business 2.2 suggest how apps can be optimised to meet the objectives of a business 2.3 describe best practice interface design for mobile 2. explain how to optimise a business website for mobile 2.5 propose digital techniques for a mobile campaign 3.1 explain the uses of different types of location aware applications for mobile for a business 3.2 explain the ethical issues of location aware applications 3.3 propose the use of location aware applications for mobile for a business.1 compare SEO and paid search.2 explain the techniques used to improve organic search engine positioning.3 explain how to optimise the location of paid search ads. explain the factors to consider when planning a search campaign for a business.5 explain how audience targeting technologies are used to optimise paid search ads.6 explain the relationship between a paid search ad and the landing page 5.1 explain the considerations for selecting keywords and keyword phrases 5.2 analyse competitor keywords and keyword phrases 5.3 explain how to leverage current events to optimise 5. explain the data required from technology to measure success 6.1 plan a search campaign 6.2 select keyword and keyword phrases for a search campaign to meet requirements of a brief 6.3 edit web copy for optimisation 6. create a paid search ad to meet requirements of a brief 6.5 manage a paid search ad campaign 6.6 evaluate the success of a search campaign against the aims and objectives of the brief 6.7 evaluate own performance in running paid search 6.8 recommend actions for improvement of own and campaign performance UNIT SPECIFICATIONS Unit Title and Retention Marketing Hours 15 Severn Business College Course Handbook Diploma in Digital Marketing 7

8 Learning Outcomes L 01 - Understand requirements for L 02 - Understand design criteria for L 03 - Be able to run L 0 - Understand the value of customer data to retention L 05 - Understand how organisations achieve positive customer relations L 06 - Understand strategies for retention Learning Outcomes and Content The learning outcomes describe the abilities that learners will possess after they have completed the unit. The assessment criteria provide a list of achievements sufficient to demonstrate that a learner has met the learning outcomes. Learning Outcome To achieve this unit a learner must: L 01 - Understand requirements for L 02 - Understand design criteria for L 03 - Be able to run L 0 - Understand the value of customer data to retention L 05 - Understand how organisations achieve positive customer relations Assessment Criteria Assessment of this outcome will require a learner to demonstrate that they can: 1.1 explain the requirements for different stages in 1.2 explain how to profile target audience for 1.3 explain ways of generating leads for 1. evaluate an against legal requirements 2.1 explain possible calls to action of an message 2.2 describe best practice in writing copy for messages 2.3 describe best practice in the technical design of messages 2. evaluate platforms 2.5 explain the causes of technical obstacles encountered in 2.6 explain the data required from technology to measure success 3.1 establish a customer profile for an campaign 3.2 create a brief for an campaign 3.3 create a mailing list for a customer profile 3. apply criteria from a brief to create a message 3.5 test a 3.6 evaluate the success of an campaign against aims and objectives from a brief 3.7 evaluate own performance in running an 3.8 recommend actions for improvement to own performance and an campaign.1 illustrate the stages of a customer journey.2 explain the tools used throughout the customer journey to obtain customer data.3 analyse customer data for characteristics and behaviour. explain how data sources are integrated to form a customer profile.5 explain how data is used to prioritise retention 5.1 explain how organisations engage with customers with different customer profiles 5.2 evaluate methods of communication for good customer relations 5.3 evaluate an organisations complaints policy and procedures 5. review an organisation s crisis management procedures 5.5 explain how CRM tools contribute to effective customer relations 5.6 explain the role of community in customer relations 5.7 explain how feedback is used for positive customer relations Severn Business College Course Handbook Diploma in Digital Marketing 8

9 L 06 - Understand strategies for retention 6.1 explain how loyalty is used to retain customers 6.2 assess the role of public relations in retention 6.3 suggest how to personalise a proposition for different customer profiles 6. analyse the relationship between sales and retention 6.5 evaluate the retention strategies used by different organisations Version:1506a Severn Business College Course Handbook Diploma in Digital Marketing 9