Unit 24: Digital Marketing
Unit code D/508/0538
Unit level 5
Credit value 15
Introduction
The aim of this
unit is to introduce students to the major developments taking place in digital
marketing. It will enable students to develop an understanding of how
organisations use various digital tools and techniques to engage their customers
and maintain a competitive advantage. This unit is designed to provide students
with the knowledge and tools to work at part of a digital marketing team or go
on to study more in this specific area.
Digital
marketing is now a major component of all successful marketing organisations.
However, with the landscape continually evolving, it is important for marketers
to stay ahead of their competitors and deliver cutting-edge digital marketing
approaches and strategies.
Learning
Outcomes
By the end of
this unit a student will be able to:
- Demonstrate an
understanding of the opportunities, challenges and impact of the digital
environment.
- Examine key
digital tools, platforms and channels, comparing and contrasting bricks and
mortar and other physical channels.
- Determine how
to organise digital marketing activities and build multi-channel capabilities
in an organisation.
- Evaluate
methods of monitoring and measuring digital marketing effectively.
Essential
Content
LO1 Demonstrate
an understanding of the opportunities, challenges and impact of the digital
environment
The digital
environment:
- Define what we
mean by digital marketing providing an overview of the digital landscape.
- The differences
between online and offline marketing concepts. Describe the key benefits of
digital marketing.
- Opportunities
of digital marketing:
- The importance
of customer insight and understanding in developing effective digital marketing
activities.
- Rise of online
consumer power.
Challenges and
impacts of digital marketing:
- The shift from
brands and suppliers to customers and their experience of the brand.
- The impact of
negative publicity and meeting customer expectations in the digital age.
- How to track
and monitor the multitude of different devices used by customers. The
competitive environment and rising above the ‘noise’.
- The growth of
‘micro-moments’ and their impact on business.
LO2 Examine key
digital tools, platforms and channels, comparing and contrasting bricks and
mortar and other physical channels
Digital tools,
platforms and channels:
- The use of
digital platforms and the internet for revenue generation. The role of digital
marketing communications in relation to the 7Ps.
- Different types
of digital tools and digital hardware to support and enhance marketing.
- Consumer
life-cycle stages of digital adoption.
- The growth of
online transactions and e-commerce.
- The role of
different automated and non-automated sales and support activities
LO3 Determine
how to organise digital marketing activities and build multi- channel
capabilities in an organisation
Digital
marketing activities:
- The
opportunities and challenges of a digital hardware landscape and the development
of multi-channel platforms and online interchanges.
- Digital
marketing campaigns planning.
- The use of
omni-channel marketing to ensure the consistency of the consumer experience in
every aspect.
LO4 Evaluate
methods of monitoring and measuring digital marketing effectively
Monitoring and
measuring techniques:
- Measurement of
digital campaigns using KPIs, measurable metrics and use of analytics
platforms.
- Procedures used
for measuring digital campaigns. Performance measures using online metrics.
Populations
measures.
Learning
Outcomes and Assessment Criteria
|
Pass
|
Merit
|
Distinction
|
|
LO1 Demonstrate an understanding of the
opportunities, challenges and impact of the digital environment
|
|
|
P1 Present an
overview of the digital marketing landscape and compare online and offline
marketing concepts.
P2 Determine
and analyse the key consumer trends and insights that are fuelling the growth
of digital marketing.
|
M1 Evaluate
the opportunities and challenges facing the digital marketing landscape.
|
LO1 and LO2
D1 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
|
|
|
P3 Assess the
key digital tools and hardware that are available to marketers in contrast to
‘bricks and mortar’ and other physical channels.
P4 Examine
the development of
e-commerce
and digital marketing platforms and channels in comparison to physical
channels.
|
M2 Critically
analyse the use of appropriate digital tools, both hardware and software, to
use in a specific organisation context to meet their marketing requirements.
|
|
|
Pass
|
Merit
|
Distinction
|
|
LO3 Determine how to organise digital marketing
activities and build multi-channel capabilities in an organisation
|
LO3 and LO4
D2 Develop a coherent and logical digital marketing
strategy and determine its implications. Generate an actionable measurement
framework that can be applied in an organisational context.
|
|
P5 Develop a
digital marketing plan and strategy to build
multi-channel
capabilities.
|
M3 Apply the
tools and techniques to plan an end-to-end omni-channel marketing campaign.
|
|
P6 Explain
how omni- channel marketing has evolved.
|
|
|
LO4 Evaluate methods of monitoring and measuring
digital marketing effectively
|
|
P7 Determine
and evaluate the measurement techniques and performance metrics in digital
marketing.
|
M4 Critically
evaluate application of key digital measurement techniques and performance
metrics used in digital marketing.
|
|
P8 Present a
set of actions to improve performance in digital marketing.
|
|
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