A.M1 Plan and design a realistic digital marketing campaign and a sustained content calendar for a specific product or service that meets objectives.

Unit 5: Developing a Digital Marketing Campaign

Level: 3

Unit type: Internal

Guided learning hours: 120

Unit in brief

Learners develop their own digital marketing campaign.

Unit introduction

Digital marketing is used by organisations of all sizes, in all sectors and in all countries. Digital marketing has made it easier for organisations to instantly connect with customers, gain feedback from campaigns and adapt their products to meet customers’ needs.

Customers use digital marketing to discover new products, ask questions, make purchases and share content. As a result, customer behaviour has changed, using different tools such as social media, search engines, online platforms, websites and emails. This has altered the way in which customers interact with organisations, which must adopt digital marketing practices and adapt in order to stay ahead of the competition. This fast-moving environment has been facilitated by new technology and constant access to the internet, although traditional marketing remains valid as not all customers may have access to  digital devices. This means that digital and traditional marketing campaigns should be integrated to ensure consistency.

In this unit, you will develop a digital marketing campaign for a specific organisation based on an assessment of its use of digital marketing. You will then review the effectiveness and potential contribution to the organisation. To complete the assessment task, you will need to draw on your learning from across your programme.

This unit will help you to progress to employment in the digital marketing industry.

It will also help you to move on to further study in higher education or to professional qualifications related to marketing.

Learning aims

In this unit you will:

A Plan and design a digital marketing campaign for a specific product or service

B Develop and test a digital marketing campaign for a specific product or service

C Review the development and effectiveness of a digital marketing campaign.

Assessment criteria

Pass                                   Merit

Distinction

Learning aim A: Plan and design a digital marketing campaign for a specific product or service

 

 

A.D1

 

 

Plan and design a detailed digital marketing campaign for a specific product or service that meets set objectives.

A.P1 Plan and design a digital marketing campaign for a specific product or service.

A.P2 Plan a content calendar for a specific product or service.

A.M1 Plan and design a realistic digital marketing campaign and a sustained content calendar for a specific product or service that meets objectives.

Learning aim B: Develop and test a digital marketing campaign for a specific product or service

B.P3 Create materials for a digital marketing campaign using digital marketing tools for a specific product or service that meet set objectives.

B.P4 Test a digital marketing campaign for a specific product or service that meet set objectives.

B.M2 Create realistic materials using a range of digital marketing tools and undertake a range of appropriate testing for a digital marketing campaign for a specific product or service that meets set objectives.

 

 

BC.D2  Create detailed materials using a range of digital marketing tools and undertake comprehensive testing, evaluating the effectiveness of the stages of the digital marketing campaign and the production of the campaign materials for a specific product or service.

Learning aim C: Review the development and effectiveness of a digital marketing campaign

C.P5 Reflect on the stages in the digital marketing campaign.

C.P6 Review the production of the campaign materials.

C.M3 Assess the effectiveness of the stages of the digital marketing campaign and the production of the campaign materials for a specific product or service.


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