Digital Marketing

Overview

Framework:
RQF
Level:
Level 1
Unit No:
Y/618/3676
Credits:
3
Guided learning hours:
27 hours

Assessment Guidance

Portfolio of Evidence

For the full unit details, please download the latest version of the qualification specification. This is available for download on the relevant qualifications page.

Unit Learning Outcomes

To view the assessment criteria and any additional content, please expand the relevant learning outcome below.

1 — Know principles of digital marketing.

  • Principles for writing a product description include: features, benefits, keywords.
  • Principles for selecting photos to market products digitally include: interesting picture, attractive background, focus on product being sold, show the life customers could have if they bought your product.

Assessment Criteria

  • 1.1

    Outline principles for writing a product description for digital marketing.

  • 1.2

    Outline principles for selecting photos to market products digitally.

2 — Know about digital marketing via social media.

  • Social media for digital marketing include: Facebook, Instagram, Twitter LinkedIn, Pinterest, YouTube, Snapchat.
  • A digital marketing platform can be used to: connect with customers, build a brand, increase sales and drive website traffic.

Assessment Criteria

  • 2.1

    State which social media are commonly used for digital marketing.

  • 2.2

    Outline ways a selected platform can be used for digital marketing.

3 — Know about digital marketing via emails.

Principles for writing promotional emails to customers include: writing for ‘scannability’, creating a readable flow, appealing to the emotions of the reader, using the right tone of voice, repeating to reinforce, persuading and convincing.

Assessment Criteria

  • 3.1

    Outline principles for writing promotional emails to customers.

4 — Know about digital marketing via ads.

Things to include in a digital advertisement include: name of company, company logo, photo of product, catchy headline, call to action, link to online store.

Assessment Criteria

  • 4.1

    Outline things to include in a digital ad.

  • 4.2

    State places to market via digital ads.

5 — Be able to market a product digitally.

Places to market via digital advertisements include: blogs, social media, e-magazines.

Assessment Criteria

  • 5.1

    Write a short product description to market a product online.

  • 5.2

    Select photos to market a product online.