This qualification recognises the rapid growth of the Social Media and Digital Marketing sectors as business tools and has been developed to support learners wishing to enter this evolving environment.
The Level 3 Diploma in Digital Marketing has been developed in partnership with Agilisys Arch allowing us to engage extensively with industry and employers, for Marketing and Technical aspects which recognise the skills and knowledge required by a learner to be effective in their chosen career.
Understanding the business environment - The aim of this unit is to help the learner understand the business environment and how it impacts on opportunities for learning and work.
Understand legal, regulatory and ethical requirements in sales and marketing - This covers the 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.
Using collaborative technology - This 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
- moderating and solving complex problems with the use of collaborative technologies
Principles of marketing and evaluation - Principles of marketing and evaluation - This cover the understanding the principles of market segmentation, how to assess market opportunities for new products and/or services, the principles of marketing strategy development and how to evaluate the effectiveness of a marketing strategy.
Develop own professionalism - This provides learners with the understanding needed to develop their own professionalism through working in digital marketing and so become more effective employees and colleagues. Learners will develop skills needed to develop their own personal development plans. Using feedback from a range of sources, they will be able to set their own development goals and plan the use of a range of development activities to meet those goals. Learners will develop team working skills, by acknowledging the impact their own and others behaviours have on team success. Learners will understand what is required of them in the workplace in terms of professional practice, taking account of legal, ethical and quality issues and related practices and procedures that may be in place in a workplace. Learners will also understand the career opportunities that are available to them. They will learn about the implications of different types of employment contracts, opportunities that may arise for promotion or freelance work and how they can get the support needed to take the next step.
Digital marketing metrics and analytics - An essential question for the digital marketer is “How do we know if our campaign has been successful or not?” This unit equips learners with the knowledge and skills to help them understand and utilise campaign feedback data provided by technologies such as reports and dashboards. Learners will be able to describe sales funnel concepts and the customer journey, and the data required to analyse that journey. They will learn the basic metrics that are commonly used (e.g. unique visitors), set up reports and dashboards, and interpret the data generated by a campaign.
Principles of social media advertising and promotion - This module is about understanding advertising and promotion within social media sites and the use of digital vouchers for a business.
Content marketing - Content marketing is an important method for driving additional traffic and sales leads to websites and involves giving potential customers something (how to guides, reviews, news, free software, vouchers etc) without selling directly. By engaging them in non-transactional dialogues, their interests in a business’s products and services can be nurtured. This module will make learners aware of the goals, benefits, methods, factors and technologies of content marketing and provide them with the knowledge and skills to create, implement and evaluate the success of a campaign.
Email marketing - E-mail marketing is a primary tool in online marketing. Businesses use this to tailor messages to their customers and new leads. With this module, learners will develop an understanding of the processes and best industry practice required for effective e-mail marketing and the technology that supports those processes. Learners will be expected to be able to demonstrate managing a mailing list, creating a message and use an e-mail marketing service or system to run an e-mail marketing campaign and evaluate its success.
Imaging software - This module 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 module a candidate should be able to select and use a range of intermediate imaging software tools and techniques to produce at times non-routine 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-routineor unfamiliar; and·the user will take some responsibility for setting up or developing the type or structure.
Content management system website creation - This module is an introduction to website creation using content management system software (CMS). It includes implementation of keywords, use of templates, blog and measuring success. It also covers an awareness of accessibility
Principles of social media within a business - This module is about the fundamentals of social media marketing for a business.
Brand development - The aim of this module is to enable the learner to understand the promotional mix and its relationship to branding. Learners will develop an understanding of the importance of branding and develop the skills to develop appropriate promotional campaigns for existing and new brands.
Video software - This is the ability to use a software application designed to record and edit video sequences. On completion of this module a candidate should be able to select and use a rangeof advanced video software tools and techniques to record and edit complex or non-routine video sequences. Video software tools and techniques will be defined as ‘advanced’ because: • the software tools and functions used will be complex, and at times involve having the idea that there may be a tool or function to do something (eg improve efficiency or create an effect), exploring technical support, self-teaching and applying; • the inputting, manipulating and outputting techniques will be complex, and will involve research, identification and application; and • the user will take full responsibility for inputting, manipulating and outputting the information.
Principals of keywords & optimisation - This module is about understanding how to implement keywords and/or keyword phrases on a website to achieve maximise optimisation.
