Level 3 Diploma in Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or the internet, using digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

What is Digital Marketing?

Digital marketing encompasses all marketing efforts that use an electronic device or the internet, using digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
These days, digital marketing is vital for any business and brand awareness
  • Every brand has a website, if they don’t, they at least have a social media presence or digital ad strategy.
  • Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands.
  • Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with a variety of marketing tactics on a budget.Digital marketing, allows you to use tools like analytics dashboards to monitor the success and ROI of campaigns more than you could with a traditional promotional content.

How big is the Digital Marketing industry?

According to recent research, the UK now boasts the biggest digital advertising market in Europe. The report by advertising think-tank, Credos and Enders Analysis discovered that UK advertisers will spend almost two-thirds (62%) of their budgets on Digital Marketing.
The digital marketing industry has gone from strength to strength in the UK. The sector experienced consecutive years of growth.
  • There are more than 3.48 billion social media users worldwide, roughly 42% of the world’s population and 80% of internet users. If you’re investing in digital marketing, this means your audience is likely using social media in some respect.
  • Both small and large digital media businesses list social media as a top required skill
  • 40% of marketing job openings now require digital skills
  • There are twice as many job postings with a digital focus than there were five years ago
  • Digital marketing will make up 35% of marketing spending by 2019
  • In 2016, there were 174,141 digital-marketing focused job postings
  • Digital marketing jobs offer, on average, $7000 more a year than other types of marketing jobs
  • Digital marketing jobs, on average, take 16% longer to fill than regular marketing positions

Jobs in the Digital Marketing Industry

Digital marketers can find employment in all sectors. Many large and medium-sized companies have an in-house marketing and communications department, which offers digital marketing services in addition to traditional marketing support.
Alternatively, you could apply to work at a marketing agency, handling projects and marketing contracts outsourced by companies. You’ll be expected to be familar with:
Google Analytics and Facebook Insights, for web analytics reporting
Adobe Creative Suite, for online banner design
Google AdWords, for pay-per-click campaigns
MailChimp, for email marketing
In most cases, to secure work, you will require a Digital Marketing related qualification, or you could consider an Apprenticeship.

What does a Digital Marketer do?

Digital marketers promote brands, products and services through social media, websites and apps.
  • Digital marketers are in charge of driving brand awareness and lead generation through all the digital channels — both free and paid — that are at a company’s disposal. These channels include social media, the company’s own website, search engine rankings, email, display advertising, and the company’s blog.
Average salary
£20,000 – to£50,000
Typical hours
37 to 39 per week

As a digital marketer, you’ll look after different digital products. Your day-to-day tasks will include:
  • Working with clients and other marketing professionals
  • Updating and creating content that is search engine optimised (SEO)
  • Looking at website data to discover ways for improving and tracking the success and failure of campaigns
  • Writing and posting content with images on social media platforms
  • Drafting and publishing content for online campaigns
  • Producing content for e-newsletters and other forms of communication
  • Working with web designers to create images and video content for campaigns

Career Progression

Having generally started in a junior role such as digital marketing assistant, you can then progress to more experienced roles like digital marketing executive, coordinator or manager, within two to five years. There is an increasing requirement to gain further qualifications to enter senior marketing roles.
With experience, you could specialise in a particular type of digital marketing, like mobile or video marketing.
Become a senior digital marketing officer or head of online marketing work as a freelance digital marketing consultant, or move into related areas like advertising, sales, e-commerce or public relations.
Online Advertising
Content Writing

Types of Digital Marketing

  • Search Engine Optimization (SEO) – This is the process of optimizing your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives.
  • Content Marketing – Creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers.
  • Social Media Marketing – Promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
  • Pay Per Click (PPC) – PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. 
  • Affiliate Marketing – Performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
  • Native Advertising – Refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content.
  • Marketing Automation – Refers to the software that serves to automate your basic marketing operations.
  • Email Marketing – A way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business’s website.
  • Online PR – The practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
  • Inbound Marketing – Refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer’s journey.
  • Sponsored Content – As a brand pay another company or entity to create and promote content that discusses your brand or service in some way.

Level 3 Diploma in Digital Marketing

The Level 3 Diploma in Digital Marketing is 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.

Mandatory Units

The aim of this unit is to help the learner understand the business environment and how it impacts on opportunities for learning and work.
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.
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;
This unit concerns 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.
This unit 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.
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 interpretthe data generated by a campaign.

Optional Units

Group A
This unit is about understanding advertising and promotion within social media sites and the use of digital vouchers for a business.

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 businesses products and services can be nurtured. This unit will make learners aware of the goals, benefits, methods, factors and technologies of content marketing and provide them with the knowledge andskills to create, implement and evaluate the success of a campaign.

E-mail marketing is a primary tool in online marketing. Businesses use this to tailor messages to their customers and new leads. With this unit, 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.
Group B

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 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.

This unit 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

This unit is about the fundamentals of social media marketing for a business.

The aim of this unit 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.

This is the ability to use a software application designed to record and edit video sequences. On completion of this unit 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.

This unit is about understanding how to implement keywords and/or keyword phrases on a website to achieve maximise optimisation.