Study Guide

Objectives

The aim of the course is to develop the student's basic knowledge of digital marketing and sales.

On completion of the course, the student will
- understand the importance of digital marketing strategy as part of a company's successful business operations
- knows how to implement a digital marketing strategy and how to measure and analyse its results
- identify different ways in which an organisation can communicate and influence its customers through digital channels
- know how to use different digital tools and platforms to deliver digital marketing and sales

Content

Digital marketing strategy
Digital marketing models
Digital marketing tools and channels
Platform solutions and other technologies supporting digital marketing and sales
Measurement and analytics

Assessment criteria, satisfactory (1-2)

Students will understand the importance of a digital marketing strategy and identify some ways to put it into practice. The student will know the most common ways in which an organisation can communicate and influence its customers through digital channels. They will be able to identify the most common digital tools and platforms for marketing and sales.

Assessment criteria, good (3-4)

Students will understand the importance of digital marketing strategy and how to put it into practice. They know how to measure and analyse its results. They will be able to articulate the most common ways in which an organisation can communicate and influence its customers through digital channels and select the appropriate digital tools and platform solutions. Understand how different digital tools and platforms can be used to implement digital marketing and sales.

Assessment criteria, excellent (5)

The student understands the importance of digital marketing strategy and can advise on how to put it into practice. They will understand how to measure and analyse its results. The student will be able to choose the most appropriate way for an organisation to communicate and influence its customers through digital channels and will be able to recommend appropriate digital tools and platform solutions. The student will be able to analyse how different digital tools and platforms can be used to implement digital marketing and sales.