Unit 24 digital marketing provides an introduction to the students for significant development of the landscape of digital marketing. It has a significant aim to make students equipped with the recognition of the ways through which organisations provide the multiple techniques and tools of the digital world. It also increases the engagement of customers for maintaining the competitive edge. By identifying the recent Strategies and trends, the student will increase the skills and knowledge and contribute to bringing the part of a team in digital marketing or persuasion of the further dynamic field studies. This unit focuses on the significance of remaining updated with the consumer behaviour and evolving technology to generate impactful marketing.
Digital marketing is the field which has become a significant component for the success of organisational marketing and it permits the business to interact and reach with the target audience in an effective manner. This unit deals with the significant areas, including SEO, “Search Engine Optimisation”, email marketing, social media marketing, data analytics and content marketing. The students will acquire the way to utilise all these tools for data-driven and personalized strategies that provide customers a resonance. In addition, this unit also highlights the integrating significance of digital marketing efforts with the traditional approaches of marketing to achieve the measurable and cohesive results.
The ever-evolving digital marketing nature requires the marketers to remain updated by the competitors and their innovative approach adoption. This unit motivates the learners to think creatively and critically. Moreover, to make them able to generate the cutting-edge strategies with organizational goals alignment. After completing this unit, the learners will have a strong foundation in the principles of digital marketing, practical skills in utilising the tools of the digital world and the potential to optimise and analyse the marketing campaigns. This knowledge in the digital marketing fast-paced industry, or more exploration of the academic world in a specialised area.
Aims of the unit
The main aims of unit 24 digital marketing in the HND business according to the curriculum design of Pearson set are given below:
- To remain aware of the recent advancements and trends in the digital marketing, influence and landscape on the business.
- To equip students with those tools and knowledge for utilising the techniques of digital marketing, such as social media, content marketing, SEO, and effective data analytics.
- To generate data-driven, innovative strategies which provide engagement among the customers and maintain the competitive organisation`s advantage.
- To offer students a basic understanding and skills required for the work in teams of digital marketing or pursue multiple studies in particular fields.
Learning outcomes
The learning outcomes of unit 24 digital marketing are completely catered for the significant components such as:
LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
Overview of the meaning of digital marketing, offering an overview of the digital landscape.
The contrast between offline and online concepts of marketing.
Elaborating the significant advantages of digital marketing
- Digital marketing opportunities:
The customer knowledge and understanding are significant in the effective activities of digital marketing development.
Increase in the power of the online consumer.
- Impacts and challenges of the digital marketing:
The shift from the suppliers and brands to customers and their brand experience.
The influence of negative publicity and customer expectations in the digital era.
The way to monitor and track the multitude of volts, a versatile device utilised by the customers,
The increase in the noise and competitive environment.
The micro moments growth and their influence on the business.
LO2: Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
- Digital channels, platform and tools:
The optimisation of digital platforms and the internet for revenue generation.
The character of communication of digital marketing in terms of the 7Ps.
Various categories of the digital hardware and digital tools for enhancing and supporting marketing.
Life cycle stages of a consumer for digital adoption.
The online transactions and e-commerce growth.
The character of versatile non-automated and automatic support and sales activities.
LO3: Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
- Activities of digital marketing:
The challenges and opportunities of digital landscape of hardware and multi-channel development of platforms with online interchanges.
Planning campaigns of digital marketing
The omni-channel optimised hand to certified the digital landscape of hardware and the multi-channel development of online interchanges and platforms.
LO4: Evaluate methods of monitoring and measuring digital marketing effectively.
- Measuring and monitoring techniques:
Digital campaigns measurement utilising measurable metrics, KPIs and optimisation of analytical platforms.
- Procedures of the methods for campaigns of digital measurement.
- Performance majors utilising the online metrics
- Measures of populations
Assessment Criteria
Each of the learning outcomes has the association to the assessment criteria in unit 24 digital marketing, such as:
LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital environment.
- 1.1 Present an overview of the digital marketing landscape and compare online and offline marketing concepts.
- 1.2 Determine and analyse the key consumer trends and insights that are fuelling the growth of digital marketing.
- 1.3 Evaluate the opportunities and challenges facing the digital marketing landscape.
- 1.4 Demonstrate critical analysis and evaluation of the digital marketing landscape and the impact of the growth of e-commerce.
LO2: Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar and other physical channels.
- 2.1 Assess the key digital tools and hardware that are available to marketers in contrast to ‘bricks and mortar’ and other physical channels.
- 2.2 Examine the development of e-commerce and digital marketing platforms and channels in comparison to physical channels.
- 2.3 Critically analyse the use of appropriate digital tools, both hardware and software, to use in a specific organisation context to meet their marketing requirements.
LO3: Determine how to organise digital marketing activities and build multi-channel capabilities in an organisation.
- 3.1 Develop a digital marketing plan and strategy to build multi-channel capabilities.
- 3.2 Explain how omnichannel marketing has evolved.
- 3.3 Apply the tools and techniques to plan an end-to-end omni-channel marketing campaign.
- 3.4 Develop a coherent and logical digital marketing strategy and determine its implications.
LO4: Evaluate methods of monitoring and measuring digital marketing effectively.
- 4.1 Determine and evaluate the measurement techniques and performance metrics in digital marketing.
- 4.2 Present a set of actions to improve performance in digital marketing.
- 4.3 Critically evaluate application of key digital measurement techniques and performance metrics used in digital marketing.
- 4.4 Generate an actionable measurement framework that can be applied in an organisational context.
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