QUALIFICATION HANDBOOK

Transcription

1 Level 3 Diploma in Digital Marketing ( ) QUALIFICATION HANDBOOK July 2013 (January 2015) Version 2

2 Qualification at a glance Subject area City & Guilds number 7513 Age group approved 16+ Assessment Support materials Registration and certification Business Skills Portfolio of evidence Qualification handbook Assessment pack Consult the Walled Garden/Online Catalogue for last dates Title and level Level 3 Diploma in Digital Marketing City & Guilds Accreditation number number /0110/6 Version and date Change detail Section 2.0 January 2015 Update assessment methods Assessment 2 City & Guilds Level 3 Diploma in Digital Marketing ( )

3 Contents 1 Introduction 5 Structure 6 2 Centre requirements 8 Approval 8 Resource requirements 8 Learner entry requirements 9 3 Delivering the qualification 10 Initial assessment and induction 10 Support materials 10 4 Assessment 11 5 Units 14 Unit 202 Imaging software 15 Unit 203 Video software 19 Unit 207 Understanding the business environment 23 Unit 208 Understand legal, regulatory and ethical requirements in sales and marketing 25 Unit 209 Spreadsheet software 28 Unit 301 Principles of social media within a business 32 Unit 302 Principles of keywords and optimisation 37 Unit 304 Using collaborative technologies 41 Unit 305 Content management system website creation 48 Unit 308 Principles of social media advertising and promotion 53 Unit 311 Website software 56 Unit 320 Principles of marketing and evaluation 63 Unit 321 Develop own professionalism 68 Unit 322 Digital marketing metrics and analytics 71 Unit 323 Search engine marketing 74 Unit 324 Content marketing 78 Unit 325 Marketing on mobile devices 82 Unit 326 Online display advertising 85 Unit 327 marketing 88 Unit 328 Principles of marketing stakeholder relationships 92 Unit 329 Brand development 96 Unit 330 Project management 98 Unit 331 Analyse and report data 101 Unit 332 Produce copy for digital media communication 104 Unit 333 Video software 107 City & Guilds Level 3 Diploma in Digital Marketing ( ) 3

4 Unit 334 Delivering e-commerce solutions 111 Appendix 1 Relationships to other qualifications 114 Appendix 2 Sources of general information City & Guilds Level 3 Diploma in Digital Marketing ( )

5 1 Introduction This document tells you what you need to do to deliver the qualification: Area Who is the qualification for? What does the qualification cover? Is the qualification part of a framework or initiative? Who did we develop the qualification with? What opportunities for progression are there? Description These qualifications are aimed at learners entering the Digital Marketing sector as well as those already working in these areas who are looking to renew their skills with formal training. Digital Marketing is the use of digital media to attract and engage with current and potential customers, for example online advertising, marketing, and search engine optimisation. The rich data generated enables granular analysis of what has worked, demanding analytical and creative skills above those demanded in traditional marketing and advertising. There are clear pathways and optional groups in each qualification to support the learners journey into this sector. The Diplomas sit within the Level 3 Advanced Apprenticeship in Social Media and Digital Marketing. Developed in association with Agilisys Arch who have widely consulted with the industry and employers to inform this qualification development. Agilisys Arch gained Employer Ownership Pilot allowing them a unique opportunity to lead in the development of an infrastructure that provides the talent, experience and qualifications in Digital Marketing that the sector is currently struggling to provide. As a part of the bid Agilisys Arch engaged a range of willing partners : Google Streamingwell CCUSA The Ladders Associates UK Youth Incisive media Last Second Tickets McLaren Subtv London Borough of Barking and Dagenham Learners can progress onto a variety of Level 4 qualifications from IT and Marketing to Business and Digital Marketing. This can also lead to employment and higher level training or Degrees. City & Guilds Level 3 Diploma in Digital Marketing ( ) 5

6 Structure To achieve the Level 3 Diploma in Digital Marketing, candidates must achieve 74 credits overall. Candidates must achieve: 27 credits from the mandatory units ( , 304, ) a minimum of 14 credits from Optional Group A (308, ) the remaining 33 credits must come from units in Optional Group A (308, ) and/or Optional Group B ( , 209, , 305, 311, ) Unit Ref UAN Unit title Level Credi t value Mandatory units 207 F/600/7799 Understanding the business environment 208 F/502/8206 Understand legal, regulatory and ethical requirements in sales and a marketing GLH T/502/4380 Using collaborative technology T/502/9935 Principles of marketing and evaluation L/505/1584 Develop own professionalism R/505/1585 Digital marketing metrics and analytics Optional units Group A 308 J/503/9322 Principles of social media advertising and promotion Y/505/1586 Search engine marketing D/505/1587 Content marketing H/505/1588 Marketing on mobile devices K/505/1589 Online display advertising D/505/1590 marketing Optional units Group B 202 L/502/4613 Imaging software * M/502/4393 Video software F/502/4625 Spread sheet software R/503/9324 Principles of social media within a business 302 M/503/9329 Principals of keywords & optimisation 305 H/503/9327 Content management system website creation Y/502/4632 Website software City & Guilds Level 3 Diploma in Digital Marketing ( )

7 328 J/502/9938 Principles of marketing stakeholder relationships H/505/1591 Brand development K/505/1592 Project management Y/601/2538 Analyse and report data M/505/1593 Produce copy for digital media communication * T/502/4394 Video software T/505/1594 Delivering e-commerce solutions *NB Units 203 and 333 are an excluded combination and cannot be taken together. City & Guilds Level 3 Diploma in Digital Marketing ( ) 7

8 2 Centre requirements Approval There is no fast track approval for this qualification; existing centres who wish to offer this qualification must use the standard Qualification Approval Process. To offer this qualification, new centres will need to gain both centre and qualification approval. Please refer to the Centre Manual - Supporting Customer Excellence for further information. Centre staff should familiarise themselves with the structure, content and assessment requirements of the qualification before designing a course programme. Resource requirements Centre staffing Staff delivering this qualification must be able to demonstrate that they meet the following occupational expertise requirements. They should: be occupationally competent or technically knowledgeable in the area for which they are delivering training and/or have experience of providing training. This knowledge must be to the same level as the training being delivered have recent relevant experience in the specific area they will be assessing have credible experience of providing training. Centre staff may undertake more than one role, eg tutor and assessor or internal quality assurer, but cannot internally verify their own assessments. Assessors and Internal Quality Assurer Assessor/Internal Quality Assurer TAQA qualifications are valued as qualifications for centre staff, but they are not currently a requirement for the qualification. Continuing professional development (CPD) Centres must support their staff to ensure that they have current knowledge of the occupational area, that delivery, mentoring, training, assessment and verification is in line with best practice, and that it takes account of any national or legislative developments. 8 City & Guilds Level 3 Diploma in Digital Marketing ( )

9 Learner entry requirements City & Guilds does not set entry requirements for this qualification. However, centres must ensure that learners have the potential and opportunity to gain the qualification successfully. Age restrictions City & Guilds cannot accept any registrations for learners under 16 as this qualification is not approved for under 16s. City & Guilds Level 3 Diploma in Digital Marketing ( ) 9

10 3 Delivering the qualification Initial assessment and induction An initial assessment of each learner should be made before the start of their programme to identify: if the learner has any specific training needs, support and guidance they may need when working towards their qualification. any units they have already completed, or credit they have accumulated which is relevant to the qualification. the appropriate type and level of qualification. We recommend that centres provide an induction programme so the learner fully understands the requirements of the qualification, their responsibilities as a learner, and the responsibilities of the centre. This information can be recorded on a learning contract. Support materials The following resources are available for this qualification: Description Qualification handbook Assessment pack How to access City & Guilds Level 3 Diploma in Digital Marketing ( )

11 4 Assessment Candidates must: successfully complete one assignment/portfolio of evidence for each mandatory unit successfully complete one assignment/portfolio of evidence for each chosen optional unit. City & Guilds has written the following assessments to use with this qualification: assignments. Unit Title Assessment method Where to obtain assessment materials 202 Imaging Software Portfolio of evidence City & Guilds website - assessment pack 203 Video software Portfolio of evidence City & Guilds website - assessment pack 207 Understanding the business environment Portfolio of evidence N/A 208 Understand legal, regulatory and ethical requirements in sales or marketing Assignment City & Guilds website - assessment pack 209 Spreadsheet software Portfolio of evidence City & Guilds website - assessment pack 301 Principles of Social Media within a Business 302 Principles of keywords and optimisation 304 Using collaborative technologies 305 Content Management System Website Creation 308 Principles of Social Media Advertising and promotion Assignment Assignment Assignment Assignment Assignment City & Guilds website - assessment pack City & Guilds website - assessment pack City & Guilds website - assessment pack City & Guilds website - assessment pack City & Guilds website - assessment pack City & Guilds Level 3 Diploma in Digital Marketing ( ) 11

12 Unit Title Assessment method 320 Principles of marketing and evaluation 321 Develop own professionalism Assignment Portfolio of evidence Where to obtain assessment materials City & Guilds website - assessment pack N/A 322 Digital marketing metrics and analytics 323 Search engine marketing Portfolio of evidence Portfolio of evidence N/A N/A 324 Content marketing Portfolio of evidence N/A 325 Marketing on mobile devices 326 Online display advertising Portfolio of evidence Portfolio of evidence N/A N/A 327 marketing Portfolio of evidence N/A 328 Principles of marketing stakeholder relationships Assignment 329 Brand development Portfolio of evidence N/A City & Guilds website - assessment pack 330 Project management Portfolio of evidence N/A 331 Analyse and report data Portfolio of evidence N/A 332 Produce copy for digital media communication Portfolio of evidence N/A 333 Video software Portfolio of evidence N/A 334 Delivering e-commerce solutions Portfolio of evidence N/A Time constraints The following must be applied to the assessment of this qualification: Candidates must finish their assessment within six months Assignments should take no longer than 8 hours. If they do, centres should consider why this is, and make sure that they are not trying to gather too much evidence. 12 City & Guilds Level 3 Diploma in Digital Marketing ( )

13 Recognition of prior learning (RPL) Recognition of prior learning means using a person s previous experience or qualifications which have already been achieved to contribute to a new qualification. RPL is allowed and is not sector specific. City & Guilds Level 3 Diploma in Digital Marketing ( ) 13

14 5 Units Availability of units Below is a list of the learning outcomes for all the units. Structure of units These units have the following: City & Guilds reference number unit accreditation number (UAN) title level credit value guided learning hours unit aim endorsement by a sector or other appropriate body learning outcomes which are comprised of a number of assessment criteria notes for guidance. 14 City & Guilds Level 3 Diploma in Digital Marketing ( )

15 Unit 202 Imaging software UAN: L/502/4613 Level: 2 Credit value: 4 GLH: 30 Relationship to NOS: Endorsement by a sector or regulatory body: Aim: This unit is linked to the Level 2 National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT). This unit is endorsed by e-skills UK, the Sector Skills Council for ICT. This unit is about the ability to use a software application designed to create, modify and layout images for display in print or on a screen (e.g. vector graphics for design and drawing; raster graphics for photo manipulation or illustration). On completion of this unit a candidate should be able to select and use a range of intermediate imaging software tools and techniques to produce at times nonroutine or unfamiliar designs. Imaging software tools and techniques will be defined as intermediate because: the range of entry, manipulation and outputting techniques will be at times non-routine or unfamiliar; the software tools and functions involved will at times be non-routine or unfamiliar; and the user will take some responsibility for setting up or developing the type or structure. Examples of context: work flow process maps, drawings or edited photos for a website. City & Guilds Level 3 Diploma in Digital Marketing ( ) 15

16 1. obtain, insert and combine information for images. 1.1 describe what images are needed 1.2 obtain, input and prepare images to meet needs 1.3 describe what copyright and other constraints apply to the use of images 1.4 use appropriate techniques to organise and combine information of different types or from different sources 1.5 describe the context in which the images will be used 1.6 describe what file format to use for saving images to suit different presentation methods 1.7 store and retrieve files effectively, in line with local guidelines and conventions where available. 2. use imaging software tools to create, manipulate and edit images. 2.1 identify what technical factors affecting images need to be taken into account and how to do so 2.2 select and use suitable techniques to create images 2.3 use guide lines and dimensioning tools appropriately to enhance precision 2.4 select and use appropriate tools and techniques to manipulate and edit for images 2.5 check images meet needs, using it tools and making corrections as necessary 2.6 identify and respond to quality problems with images to make sure that they meet needs. 16 City & Guilds Level 3 Diploma in Digital Marketing ( )

17 Unit 202 Imaging software Supporting information Guidance The following guidance is not a prescriptive list of activities; they are suggested areas that a learner could show competence in to achieve this unit. Centres may use some or all these activities or some of their own devising to teach and help learners complete this unit successfully. 1. Obtain, insert and combine information for images The learner should be able to and understand: Images: designs or images will vary according to the task for example: o photos from a digital camera, scanned images, graphic elements, drawings, clip art Prepare images: size, crop and position Copyright constraints: effect of copyright law (e.g. on use of other people s images) acknowledgment of sources, avoiding plagiarism, permissions Combine information: insert, size, position, wrap, order, group, import data links and references to external data Context for images: contexts will vary according to the software and task, for example: o on screen display, publishing on a web site, hard copy print out, digital file File formats for images: will vary according to the content, for example: o jpg for Internet photo display o png for Internet drawing display o svg for graphic designs (the ISO standard most likely to be fully supported by web browsers) o digital picture format (e.g. jpeg and psd) o Bitmap or raster picture formats (e.g. raw bitmaps, bmp and compressed formats jpeg and png) o Vector graphics (e.g. svg, wmf, eps, ai) o open formats (e.g. html, odf, pdf and rtf) o proprietary formats (e.g. pub and qxd) method of compression (lossy, non-lossy). City & Guilds Level 3 Diploma in Digital Marketing ( ) 17

18 1. Obtain, insert and combine information for images The learner should be able to and understand: Store and retrieve: files (e.g. create, name, open, save, save as, print, close, find, share), file size version control import data, export data folders (e.g. create, name). 2. Use imaging software tools to create, manipulate and edit images The learner should be able to and understand: Technical factors affecting images: page or canvas size colour mode file size and format difference between screen and print resolution Create images: draw basic shapes and adjust properties (e.g. line width, fill colour, transparency) download digital photos from a camera scan and resize images add text and other elements such as lines, boxes and arrows create more complicated designs using painting, drawing or image manipulation software Manipulate and editing techniques: align, rotate, flip, arrange, cut, paste, resize change font, text and colour group, ungroup change templates filters to create special effects orders and layers Check images: size, alignment and orientation suitability of file format appropriate choice of colour mode and use of filters, fitness for purpose of image resolution Quality problems with images: will vary according to the content, for example: o levels, contrast, resolution. 18 City & Guilds Level 3 Diploma in Digital Marketing ( )

19 Unit 203 Video software UAN: M/502/4393 Level: 2 Credit value: 3 GLH: 20 Relationship to NOS: Endorsement by a sector or regulatory body: Aim: This unit is linked to the Level 2 National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT). This unit is endorsed by e-skills UK, the Sector Skills Council for ICT. This unit is about the ability to use a software application designed to record and edit video sequences. An intermediate user can select and use a wide range of intermediate video software tools and techniques to record and edit video sequences that are at times nonroutine or unfamiliar. Video software tools and techniques will be defined as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of input, manipulation and output techniques will need to take account of a number of factors or elements and at times be multi-step; the user will take some responsibility for inputting, manipulating and outputting the information. Examples of context: Recording preplanned video footage, downloading the footage to a computer, then editing to create a short sequence, including adding some background music or adding the to a file of another application word processing, spreadsheet, presentation, etc. City & Guilds Level 3 Diploma in Digital Marketing ( ) 19

20 1. use video hardware and software to capture sequences 1.1 identify the combination of input device and audio software to use to capture information, to avoid any compatibility issues 1.2 select and use an appropriate combination of input device and audio software to record sequences 1.3 describe the impact file size and file format will have on saving sequences 1.4 identify when to use different types of information coding and compression 1.5 store and retrieve sequences using appropriate file formats and compression, in line with local guidelines and conventions where available. 2. se video software tools and techniques to combine and edit sequences 2.1 identify the footage to add, keep and remove 2.2 select and use appropriate audio software tools to mark-up and edit sequences 2.3 organise and combine information for sequences in line with any copyright constraints, including across different software 2.4 describe how copyright constraints affect use of own and others information. 3. play and present video sequences 3.1 describe the features and constraints of playback software and display devices 3.2 select and use an appropriate combination of audio playback software and display device to suit the file format 3.3 identify the settings which could be adjusted to improve the quality of presentations 3.4 adjust playback and display settings to enhance the quality of the presentation. 20 City & Guilds Level 3 Diploma in Digital Marketing ( )

21 Unit 203 Video software Supporting information Guidance The following guidance is not a prescriptive list of activities; they are suggested areas that a learner could show competence in to achieve this unit. Centres may use some or all these activities or some of their own devising to teach and help learners complete this unit successfully. 1. Use video hardware and software to capture sequences The learner should be able to and understand: Video compatibility issues: Between built-in codec used by input device, available editing software, file formats Input devices: Webcam, video camera, mobile phone Difference between analogue and digital Low and high resolution Input techniques: o Copy and paste, screen grabs/shots, file download (eg connect USB lead, drag and drop) File size: Small, medium, large Link between size and quality (eg small low resolution; large high resolution) File format: Proprietary formats supported by software used (eg QuickTime, RealPlayer, itunes) Container formats: o Audio (eg WAV, XMF, AIFF); Audio/video (eg 3GP, AVI, MP4, OGG, MOV) Information coding and compression: Codec, compression, difference between lossy and lossless compression Video quality Store and retrieve: Files (eg create, name, open, save, save as, print, close, find, share), file size Version control Import data, export data Folders (eg create, name) City & Guilds Level 3 Diploma in Digital Marketing ( ) 21

22 2. Use video software tools and techniques to combine and edit sequences The learner should be able to and understand: Sequences: Short (eg 2 mins), b&w, medium length (eg 10 mins, 30 mins), colour Marking-up and editing tools: Preset by software, key frames Sequences: cut, copy, paste, sequence Combine information: Combine images with sound (eg dub or overlay sound track onto film sequence) Techniques: Copy and paste, insert, screen grabs/shots, file download (eg connect USB lead, drag and drop), file transfer protocol (FTP) Forms of information: Forms of information: o moving images o sound: pre-recorded, live, web-streaming Copyright constraints: Effect of copyright law (eg on music downloads or use of other people s images) Acknowledgment of sources, avoiding plagiarism, permissions 3. Play and present video sequences The learner should be able to and understand: Features and constraints: Software supported, memory, processing speed, screen resolution, data bandwidth, transmission speeds Display device: PC, laptop, video camera, mobile phone, handheld video device (eg mp3 player, ipod) Audio/Video quality issues: High or low contrast, volume, visual (eg jerkiness, dropping frames, break-up, freezes, blurriness, pixilation), sound (eg clicks, disjoints, noise) Adjust playback and display settings: Playback controls (eg start, stop, fast forward, rewind, pause) Sound (eg volume, balance) Screen size (eg thumbnail, quarter screen, full screen) Visual (eg contrast, brightness, colour/b&w) 22 City & Guilds Level 3 Diploma in Digital Marketing ( )

23 Unit 207 Understanding the business environment UAN: F/600/7799 Level: 2 Credit value: 2 GLH: 16 Aim: The aim of this unit is to help the learner understand the business environment and how it impacts on opportunities for learning and work. 1. understand that there are different types of business 1.1 define the private sector and give examples of types of private sector businesses 1.2 define the public sector and give examples of public sector organisations 1.3 define the voluntary sector and give examples of voluntary sector organisations 1.4 explain the possible advantages and disadvantages of working in one of the following sectors: private, public or voluntary. 2. understand how businesses function 2.1 describe the following business functions: a. Operations b. People c. Information d. Research and development e. Finance 2.2 compare the possible advantages and disadvantages of working for a national organisation and a Small and Medium-sized Enterprise (SME). City & Guilds Level 3 Diploma in Digital Marketing ( ) 23

24 3. understand changing patterns of employment 3.1 outline some of the changes in patterns of employment locally 3.2 outline some of the changes in patterns of employment nationally 3.3 outline some of the changes in patterns of employment in Europe and globally 3.4 describe how changing patterns of employment may affect his/her choices for learning or work. 4. understand how business activity is affected by market forces 4.1 Explain the relationship between supply and demand in the business environment 4.2 Describe the relationship between price and profit 4.3 Identify the connections between markets and competition 24 City & Guilds Level 3 Diploma in Digital Marketing ( )

25 Unit 208 Understand legal, regulatory and ethical requirements in sales and marketing UAN: F/502/8206 Level: 2 Credit value: 2 GLH: 15 Relationship to NOS: Endorsement by a sector or regulatory body: Aim: This unit is linked to Council for Administration NOS SLS 77 SLS 77. This unit is endorsed by the Council for Administration. This unit concerns understanding the organisation s procedures for dealing with legal, regulatory and ethical requirements relating to sales or marketing and the legal, regulatory and ethical limits of the role. 1. Understand an organisation s procedures for dealing with legal, regulatory and ethical requirements relating to sales or marketing. 1.1 describe an organisation s procedures for raising legal, regulatory and ethical concerns 1.2 explain the scope of legal, regulatory and ethical requirements in sales or marketing 1.3 explain how the legal, regulatory and ethical requirements relate to the business of selling or marketing 1.4 describe internal and external sources of information on legal, regulatory and ethical requirements 1.5 explain how an ethical approach affects organisations in the sales or marketing environment 1.6 explain the importance of contract law in sales. Range Scope Procedures, actions, processes Legal requirements City & Guilds Level 3 Diploma in Digital Marketing ( ) 25

26 Health and Safety at Work Act, Working Time Directive and employment legislation, Copyright Laws, Equality Act, Data Protection Act Regulatory requirements FSA regulations Ethical requirements Moral, political, material Internal sources Intranet, HR Dept., Company handbook External sources Government bodies, trade associations, Health & Safety Executive, Office for Disability Issues 2. understand the legal, regulatory and ethical limits of the sales or marketing role. 2.1 explain the legal, regulatory and ethical requirements relevant to the role 2.2 describe the potential consequences of not complying with legal, regulatory or ethical requirements 2.3 explain the importance of working within the limits of the role, responsibilities and authority 2.4 explain the process for reporting legal, regulatory and ethical concerns 2.5 explain the importance of clarity of communication with the customer to ensure common understanding of agreements and expectations. Range Legal requirements Health and Safety at Work Act, Working Time Directive and employment legislation, Copyright Laws, Equality Act, Data Protection Act Regulatory requirements FSA regulations Ethical requirements Moral, political, material. 26 City & Guilds Level 3 Diploma in Digital Marketing ( )

27 Unit 208 Understand legal, regulatory and ethical requirements in sales and marketing Supporting information Guidance For assessment criterion 1.5, the candidate must also show understanding of what is meant by an ethical approach. For assessment criterion 1.6, the candidate must also show understanding of what is meant by contract law including cooling off period. For assessment criterion 2.1, the candidate must be aware of all the legislation, regulations in the range and how there relevant to their job role. For assessment criterion 2.3, the candidate must show an understanding of what is meant by each as well as explaining the importance of working within the limits of each. For assessment criterion 2.4, the candidate must explain at least three stages of the reporting process. City & Guilds Level 3 Diploma in Digital Marketing ( ) 27

28 Unit 209 Spreadsheet software UAN: F/502/4625 Level: 2 Credit value: 4 GLH: 30 Relationship to NOS: Endorsement by a sector or regulatory body: Aim: This unit is linked to the Level 2 IT User NOS devised by e-skills UK. This unit was developed by e-skills UK. This is the ability to use a software application designed to record data in rows and columns, perform calculations with numerical data and present information using charts and graphs. On completion of this unit a candidate should be able to select and use a wide range of intermediate spread sheet software tools and techniques to produce, present and check spread sheets that are at times non-routine or unfamiliar. Spreadsheet software tools and techniques will be defined as intermediate because: the range of data entry, manipulation and outputting techniques will be at times non-routine or unfamiliar; the tools, formulas and functions needed to analyse and interpret the data requires knowledge and understanding (for example, mathematical, logical, statistical or financial); and the user will take some responsibility for setting up or developing the structure and functionality of the spread sheet. Examples of context: Typical examples may include monthly expenditure and sales figures, budgets, cash flow forecasts and graphs of results. 28 City & Guilds Level 3 Diploma in Digital Marketing ( )

29 1. be able to use a spread sheet to enter, edit and organise numerical and other data. 1.1 identify what numerical and other information is needed in the spread sheet and how it should be structured 1.2 enter and edit numerical and other data accurately 1.3 combine and link data across worksheets 1.4 store and retrieve spread sheet files effectively, in line with local guidelines and conventions where available. 2. be able to select and use appropriate formulas and data analysis tools to meet requirements. 2.1 identify which tools and techniques to use to analyse and manipulate data to meet requirements 2.2 select and use a range of appropriate functions and formulas to meet calculation requirements 2.3 use a range of tools and techniques to analyse and manipulate data to meet requirements. 3. be able to select and use tools and techniques to present and format spread sheet information. 3.1 plan how to present and format spread sheet information effectively to meet needs 3.2 select and use appropriate tools and techniques to format spread sheet cells, rows, columns and worksheets 3.3 select and format an appropriate chart or graph type to display selected information 3.4 select and use appropriate page layout to present and print spread sheet information 3.5 check information meets needs, using spread sheet tools and making corrections as necessary 3.6 describe how to find errors in spread sheet formulas 3.7 respond appropriately to any problems with spread sheets. City & Guilds Level 3 Diploma in Digital Marketing ( ) 29

30 Unit 209 Spreadsheet software Supporting information Guidance The following guidance is not a prescriptive list of activities; they are suggested areas that a learner could show competence in to achieve this unit. Centres may use some or all these activities or some of their own devising to teach and help learners complete this unit successfully. Outcome 1 Be able to use a spread sheet to enter, edit and organise numerical and other data The learner should be able to and understand: Enter and edit: insert data into single and multiple cells, clear cells, edit cell contents, replicate data, find and replace, add and delete rows and columns use absolute and relative cell references add data and text to a chart Numerical and other information: numbers, charts, graphs, text, images Spreadsheet structure: spread sheet components (e.g. cells, rows, columns, tabs, pages, charts, ranges, workbooks, worksheets) structure, design and layout Store and retrieve: save, save as, find, open, close open CSV file in spread sheet application, save spread sheet file as CSV templates. Outcome 2 Be able to select and use appropriate formulas and data analysis tools to meet requirements The learner should be able to and understand: Analyse and manipulate: totals, sub-totals and summary data sorting and display order lists, tables, graphs and charts filter rows and columns judgment of when and how to use these methods Functions and formulas: design of formulas to meet calculation requirements o mathematical, statistical, financial, conditional o logical functions. 30 City & Guilds Level 3 Diploma in Digital Marketing ( )

31 Outcome 3 Be able to select and use tools and techniques to present and format spread sheet information The learner should be able to and understand: Format cells: numbers, currency, percentages, number of decimal places, font and alignment, shading and borders; date and time formats, wrap text Format rows and columns: height, width, borders and shading, hide, freeze Format charts and graphs: format charts and graphs: chart type (e.g. pie chart, bar chart, single line graph, area, column, x-y scatter, stock, radar, doughnut, surface), title, axis titles, legend, change chart type, move and resize chart Page layout: size, orientation, margins, header and footer, page breaks, page numbers, date and time, adjust page set up for printing Check spread sheet information: accuracy of numbers, formulas and any text accuracy of results; suitability of charts and graphs reveal formulae layout and formatting validity and accuracy of analysis clarity of overall spread sheet Problems with spread sheets: using help sorting out errors in formulas, circular reference. City & Guilds Level 3 Diploma in Digital Marketing ( ) 31

32 Unit 301 Principles of social media within a business UAN: R/503/9324 Level: 3 Credit value: 6 GLH: 42 Endorsement by a sector or regulatory body: Aim: This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. This unit is about the fundamentals of social media marketing for a business. 1. Understand how social media fits into the objectives and marketing of a business. 1.1 describe a business and its type, vision, aims, objectives and goals 1.2 identify the brand and values of a business and how these are portrayed to the audience of a business 1.3 describe the marketing tools available to a business 1.4 explain the consequences of using Social Media on the budget of different sizes and types of business 1.5 explain the benefits and consequences of encouraging amplification 1.6 explain the benefits and consequences of encouraging engagement 1.7 explain the factors to consider when identifying a Social Media plan for a business 1.8 explain how Social Media could fit into the marketing plan of a business. Range Audience Customers, competitors, influencers, suppliers, partners Marketing tools Marketing calendar, digital and physical media, telemarketing, face to face, surveys Different sizes and types of business 32 City & Guilds Level 3 Diploma in Digital Marketing ( )

33 Sole trader, Small Medium Enterprise (SME), enterprise, corporate, public sector, education, international, charitable, not-for-profit, voluntary sector Factors Audience, business type, business brand, resources, content, cost, time, market conditions. Guidance Brand and value For example: logo, mission statement, ethics, sustainable business practices, statement of purpose. 2. Understand how to select social media tools and channels for a business. 2.1 describe the different tools and channels that can be used for Social Media 2.2 describe the features and benefits of the different tools and channels that can be used for Social Media 2.3 identify the potential type of audience for each different tool and channel that can be used for Social Media 2.4 explain the issues to consider when selecting different tools and channels for Social Media 2.5 evaluate different tools and channels for Social Media for business use. Range Different Tools and Channels Social Network, newsletter, Website, Keywords, Mobile Social Media, Mobile Websites, Blog, Video, Podcasts, Forums, Social Bookmark, Wikis, Online vouchers, Geo-location Audience Customers, competitors, influencers, suppliers, partners Issues Cost, resources, content, training, timescale, perception and reputation, management support, IT support. Guidance Different Tools and Channels For example: Television, augmented reality, social gaming, virtual world. City & Guilds Level 3 Diploma in Digital Marketing ( ) 33

34 3. understand how to measure the success of using social media tools and channels. 3.1 explain the importance of measuring the outcomes of using different Social Media tools and channels 3.2 explain why SMARTER targets should be set for different Social Media tools and channels 3.3 describe the methods a business can use to measure and identify success of different Social Media tools and channels 3.4 describe what success could look like when using different Social Media tools and channels for different types and sizes of business. Range Different Tools and Channels Social Network, newsletter, Website, Keywords, Mobile Social Media, Mobile Websites, Blog, Video, Podcasts, Forums, Social Bookmark, Wikis, Online vouchers, Geo-location SMARTER Specific, measurable, attainable, relevant, timely, evaluate, re-evaluate Methods Analytics tools, manual, automated, human analysis Different sizes and types of business Sole trader, Small Medium Enterprise (SME), enterprise, corporate, public sector, education, international, charitable, not-for-profit, voluntary sector. Guidance Different Tools and Channels For example: Television, augmented reality, social gaming, virtual world Success This can differ change in perception, financial, interaction, increased awareness, improved sentiment. 4. understand how social media policy and guidelines can impact a business. 4.1 describe the components of a business s social media policy and guidelines 4.2 explain the importance of having a social media policy and guidelines 4.3 explain the importance of having a reputation management policy 34 City & Guilds Level 3 Diploma in Digital Marketing ( )

35 4.4 describe the benefits of managing perception changes in a business s reputation 4.5 describe how to manage perception changes in a business s reputation. City & Guilds Level 3 Diploma in Digital Marketing ( ) 35

36 Range Components Internet, behaviour in and out of work, appropriate use, online privacy, brand and values, corporate code of practice, complaints process, training requirements, code of conduct, crisis management, tone and manner Perception changes Positive, positive neutral, neutral, negative neutral, negative. 5. be able to monitor how a business is using social media. 5.1 explain the importance of knowing how similar businesses or industries are using Social Media 5.2 explain how to monitor the ways similar businesses or industries are using Social Media 5.3 monitor how a business is using Social Media 5.4 identify improvements to a business s use of Social Media. Guidance Monitor Needs to be monitored for a minimum of a week Monitor AC 5.3 & 5.4 are linked and should be delivered together. 36 City & Guilds Level 3 Diploma in Digital Marketing ( )

37 Unit 302 Principles of keywords and optimisation UAN: M/503/9329 Level: 3 Credit value: 5 GLH: 30 Endorsement by a sector or regulatory body: Aim: This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. This unit is about understanding how to implement keywords and/or keyword phrases on a website to achieve maximise optimisation. 1. Understand Search Engine Optimisation (SEO) 1.1 Define the term Search Engine Optimisation (SEO) 1.2 Explain the importance of SEO to a business 1.3 Explain the difference between organic and paid search results 1.4 Describe the differences between Pay-per-Click and Pay-per- Impression 1.5 Describe the factors that need to be considered as part of an SEO plan Range Factors What people search for, keyword phrases, which search engines are preferred by audience, how search engines use keywords, link building, page rank, audience segmentation, demographics, tags Guidance Paid search results This is referring to advertisers paying to appear in the sponsored links/ads at the top of the search results City & Guilds Level 3 Diploma in Digital Marketing ( ) 37

38 2. Be able to plan implementation of SEO techniques 2.1 Define the term keyword 2.2 Explain the factors to consider when identifying keywords and/or keyword phrases 2.3 Create a list of keywords and/or keyword phrases for a business 2.4 Identify the competition and monthly search volumes for the keywords and/or keyword phrases identified for a business 2.5 Explain where on a website a search engine looks for keywords and/or keyword phrases 2.6 Research others use of keywords and/or keyword phrases to maximise keyword effectiveness for a website 2.7 Review the list of keywords and/or keyword phrases in a website for a business 2.8 Describe how link building can help or hinder the search engine ranking of a website 2.9 Create a link building plan for the website for a business 2.10 Describe the factors that can positively and negatively affect how a search engine ranks a website Range 2.2 Factors Audience, Jargon, Long Tail, Competitive, monthly search volumes, misspellings and synonyms Where Titles, image titles, headings, meta-tags, alt-tags on images, description, content, anchor text on links and url Link building Cross-linking, external linking, in-linking, anchor text 2.10 Factors Repetitive words and phrases, keyword used more than 10%, capitalisation, overuse of exclamation marks, Heading 1 / Heading 2 text style, alt text of images, caption text, anchor text for links, hidden in white text on a white background, used in 30% of the content of the page, over use of capitals Guidance 2.6 Analyse source code of top 5 organic search results 2.3, 2.4, 2.6 & 2.7 These assessment criteria are linked and should be delivered together 3. Understand Social Media Optimisation (SMO) 38 City & Guilds Level 3 Diploma in Digital Marketing ( )

39 3.1 Define the term Social Media Optimisation (SMO) 3.2 Explain why SMO is important to a business 3.3 Explain how search engines include different tools and channels of Social Media in their results 3.4 Explain how to use keywords and/or keyword phrases to listen and engage with a Social Media audience 3.5 Compare how SEO for a website differs for SMO Range Different Tools and Channels Social Network, newsletter, Website, Keywords, Mobile Social Media, Mobile Websites, Blog, Video, Podcasts, Forums, Social Bookmark, Wikis, Online vouchers, Geo-location Guidance Different tools and channels Television, augmented reality, social gaming, virtual world 4. Understand how to plan implementation of a website optimised for mobile devices 4.1 Define the term Mobile Optimisation 4.2 Identify the main differences between SEO and Mobile Optimisation 4.3 Explain why Mobile Optimisation is important to a business 4.4 Describe how to optimise a website for viewing on a mobile device 4.5 Explain why keywords and/or keyword phrases for a mobile website might differ from those for a non-mobile website 4.6 Identify changes required to a non-mobile website to make it suitable for mobile devices Range Differences Specific meta data, mobile XML sitemap, links from mobile specific directories, different set of keyword and/or keyword phrases, mobiles websites may need to be simplified, file formats may be different Optimise Call to action buttons are clear, concise text, mobile XML, server, geolocation tags, no Flash, text only option, mobile domains City & Guilds Level 3 Diploma in Digital Marketing ( ) 39

40 Unit 302 Principles of keywords and optimisation Supporting information Guidance Candidates must have access to tools to analyse keywords for this unit. 40 City & Guilds Level 3 Diploma in Digital Marketing ( )

41 Unit 304 Using collaborative technologies UAN: T/502/4380 Level: 3 Credit value: 6 GLH: 45 Relationship to NOS: Endorsement by a sector or regulatory body: Aim: This unit is linked to the Level 3 National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT). This unit is endorsed by e-skills UK, the Sector Skills Council for ICT. This unit is about the ability to use IT tools and devices for collaborative working and communications, such as web or video conferencing, instant messaging/chat, online phone and video calls; online forums, social networking sites, wikis and other centralised depositories for documents, blogging, RSS and data feeds, bulk SMS or online work management tools. On completion of this unit a candidate should be able to manage and effectively integrate and facilitate the safe use of multiple IT tools and devices so that groups can work collaboratively and effectively by: setting and implementing guidelines for using collaborative technologies; integrating IT tools and devices and creating environments to exploit their potential; managing risks, permissions and data flow; and moderating and solving complex problems with the use of collaborative technologies; Examples of context: Typical collaborative activities may include developing guidelines and instructions for a work team about the use of social networking; moderating online conference sessions or web discussion groups for a professional community of interest. City & Guilds Level 3 Diploma in Digital Marketing ( ) 41

42 42 City & Guilds Level 3 Diploma in Digital Marketing ( )

43 1. Stay safe and secure when working with collaborative technology. 1.1 explain what and why guidelines need to be established for working with collaborative technology 1.2 develop and implement guidelines for good practice in working with collaborative technology 1.3 explain how to establish an identity or present information that will promote trust 1.4 develop and implement guidelines for checking the authenticity of identities and different types of information 1.5 analyse and plan for the risks in the use of collaborative technologies for different tasks 1.6 analyse and manage risks in the use of collaborative technologies. 2. Plan and set up it tools and devices for collaborative working. 2.1 explain the features, benefits and limitations of different collaborative it tools and devices for work purposes and tasks 2.2 determine the it tools and processes needed for archiving the outcomes of collaborative working 2.3 summarise ways to integrate different collaborative technology tools and devices for a range of purposes, tasks and communication media 2.4 explain potential access and compatibility issues with integrating different collaborative technology tools and devices 2.5 select, connect and configure combinations that exploit the capabilities and potential of collaborative tools and devices 2.6 resolve access and compatibility problems so that different collaborative tools and devices work successfully. 3. Prepare collaborative technologies for use. 3.1 evaluate data management principles, issues and methods 3.2 manage levels of access and permissions for different purposes 3.3 select and integrate different elements across applications to create environments for collaborative technologies 3.4 set and adjust settings to facilitate use of collaborative technologies by others City & Guilds Level 3 Diploma in Digital Marketing ( ) 43

44 3.5 manage data flow to benefit collaborative working. 4. Manage tasks using collaborative technologies. 4.1 determine levels of responsibility for the use of collaborative technologies 4.2 facilitate others' responsible contributions to and engagement with collaborative technologies 4.3 manage the moderation of collaborative technologies 4.4 oversee the archiving of the outcomes of collaborative working 4.5 explain what problems can occur with collaborative technologies 4.6 respond to problems with collaborative technologies and be prepared to help others to do so. 44 City & Guilds Level 3 Diploma in Digital Marketing ( )

45 Unit 304 Using collaborative technologies Supporting information Guidance The following guidance is not a prescriptive list of activities; they are suggested areas that a learner could show competence in to achieve this unit. Centres may use some or all these activities or some of their own devising to teach and help learners complete this unit successfully. 1. Stay safe and secure when working with collaborative technology The learner should be able to and understand: Guidelines for using collaborative technology: guidelines set by your organisation or community of interest about uses, security, safety, copyright, plagiarism, libel, confidentiality and data protection ways to communicate and promote guidelines about online security, confidentiality and data protection Methods to promote trust: contact information, membership of professional bodies, recommendations, links, policies, standards Checks on others identities: compare sources, cross references Risks when working with collaborative technologies: inappropriate disclosure of personal information misuse of images appropriate language, respect confidentiality, copy lists what to do in a power cut, about data loss risk analysis, risk monitoring, contingency planning, updating risk management policy. 2. Plan and set up IT tools and devices for collaborative working The learner should be able to and understand: Connect and configure collaborative technologies: connect to another site, check whether both sites are connected connect to multiple sites, check when multiple sites are connected adjust clarity IP address, adjust set-up options, the Open Systems Interconnection (OSI) model, facilities for sharing files and applications across multiple sites City & Guilds Level 3 Diploma in Digital Marketing ( ) 45