Learner name:

Learner number:

D/502/9931

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UBU115

Principles of digital marketing

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UBU115Principles of digital marketing

The aim of this unit is to develop your knowledge and understanding of the principles of digital marketing. You will learn about the strengths and weaknesses and the legal requirements for digital marketing. You will also learn about the importance of data cleansing and how to tailor messages to different digital media.

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GLH

Credit value

Level

Observation(s)

External paper(s)

40

5

2

0

0

On completion of this unit you will:

Learning outcomes

Principles of digital marketing

1. Understand the role of digital marketing

2. Understand the use of search engine optimisation (SEO)

3. Understand the requirements of marketing research using the internet

4. Understand the uses of digital marketing devices and messages

5. Understand how to use digital technology for marketing purposes

1. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the Knowledge section of this unit. In most cases this can be done by professional discussion and/or oral questioning. Other methods, such as projects, assignments and/or reflective accounts may also be used.

2. Tutor/Assessor guidance Your tutor must refer to the ‘Skills CFA Assessment Strategy’ when delivering this unit. This can be found on www.vtct.org.uk under the relevant qualification page. You will be guided by your tutor/assessor on how to achieve learning outcomes in this unit. All outcomes must be achieved. For guidance on the assessment material for some individual units please refer to the ‘Assessment Guidance’. This can be found on www.vtct.org.uk under the relevant qualification page.

3. External paper There is no external paper requirement for this unit.

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Evidence requirements

Achieving knowledge outcomes

Developing knowledge

You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below*:

• Projects• Observed work• Witness statements• Audio-visual media • Evidence of prior learning or attainment• Written questions• Oral questions• Assignments• Case studies• Professional discussion

Where applicable your assessor will integrate knowledge outcomes into practical observations through professional discussion and/or oral questioning.

When a criterion has been orally questioned and achieved, your assessor will record this evidence in written form or by other appropriate means. There is no need for you to produce additional evidence as this criterion has already been achieved.

Some knowledge and understanding outcomes may require you to show that you know and understand how to do something. If you have practical evidence from your own work that meets knowledge criteria, then there is no requirement for you to be questioned again on the same topic.

*This is not an exhaustive list.

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This unit is linked to Council for Administration National Occupational Standards.

Relationship to National Occupational Standards

Knowledge

Learning outcome 1

Understand the role of digital marketing

You can: Portfolio reference

a. Explain the role of digital marketing within the overall marketing strategy

b. Explain the strengths and weaknesses of digital marketing

c. Explain the importance of targeted digital marketing

d. Describe the sources of data lists for use in targeting customers and potential customers

e. Explain the legal requirements and implications of digital marketing

f. Describe the importance of digital data capture systems for digital marketing

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Learning outcome 2

Understand the use of search engine optimisation (SEO)

You can: Portfolio reference

a. Describe the use of SEO

b. Explain the importance of SEO

c. Explain the advantages and disadvantages of links to other websites

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Learning outcome 3

Understand the requirements of marketing research using the internet

You can: Portfolio reference

a. Explain how to use search-related internet facilities to enable the identification and retrieval of targeted information

b. Explain the advantages and disadvantages of different internet data collection sources

c. Explain the importance of confirming the accuracy of information retrieved from the internet

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Learning outcome 4

Understand the uses of digital marketing devices and messages

You can: Portfolio reference

a. Describe the potential uses of a Customer Relationship Management (CRM) system

b. Explain the importance of data cleansing

c. Describe the use of digital marketing devices

d. Describe the use of digital response systems

e. Explain the advantages and disadvantages of different tracking systems

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Learning outcome 5

Understand how to use digital technology for marketing purposes

You can: Portfolio reference

a. Explain how to use a CRM system

b. Explain how to maintain the currency and accuracy of digital databases

c. Explain the advantages and disadvantages of different digital technologies

d. Describe the importance of tailoring messages to different digital media

e. Explain the potential for marketing to social networking sites

f. Explain how to prevent marketing messages being identified as spam

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Notes Use this area for notes and diagrams