Overview

This module will build on what you've learned before to empower you in critically assessing and leveraging the potential of different digital and social media platforms for effective marketing. Throughout the course, you'll have the chance to delve into concepts related to utilising digital channels for engaging in meaningful two-way interactions with consumers. We'll also explore content strategies that aim to cultivate loyalty, brand affinity, and a sense of community.

As part of your journey, you'll be introduced to a variety of digital tools. These tools are designed to equip you with the skills needed to confidently step into the workplace as a proficient digital marketer. Get ready to explore, learn, and develop the capabilities to excel in the dynamic field of digital marketing.

Topics may include but will not be limited to:-

• Understanding digital and social media concepts
• Identifying business needs for digital marketing
• Digital and social media marketing strategy
• Campaign planning and project management
• Developing effective digital presence
• Search engine optimisation
• Social media
• Content marketing
• Paid advertising: search, social, and affiliate
• Measuring brand awareness, campaign evaluation, and web analytics

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

-good -B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

-excellent -A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Accurately describe methods for measuring digital and social media marketing strategies.

• Analyse organisations use of digital channels for marketing.

• Evaluate multiple channels for digital and social media marketing

• Explain the core concepts of digital and social media marketing