Level 2
Unit No:
Guided learning hours:
24 hours

Assessment Guidance

Portfolio of Evidence


The aim of this unit is for learners to undertake the planning and management of a marketing campaign. They will research a range of platforms used for digital marketing such as TV, print and digital advertising, websites and social media to inform the creation of their own campaign. This may be to promote a product or raise awareness of an issue. They will review their work in response to the design brief and outline improvements for future practice.

Unit Learning Outcomes


Know about digital marketing approaches used in different sectors.

  • Digital marketing approaches: (e.g. online, email, social media, Pay Per Click, video, audio, infographics, public relations).
  • Products: (e.g. information based, entertainment, advertising, promotional, educational, commercial) campaigns aimed at retention, acquisition and conversion.
  • Search Engine Optimisation: SEO, PPC, Display, Email, Social, Affiliate, Mobile, customer reach, customer acquisition. Meta tags, links to others, analytical tools, budget.

Assessment Criteria

  • 1.1

    Describe digital marketing approaches used to target customers in different sectors.

  • 1.2

    Explain the importance of Search Engine Optimisation (SEO) in digital marketing.


Understand digital marketing campaigns.

Technologies for different marketing campaigns:

  • CRM systems, search engines, email, social networks
  • Legal aspects, data storage, encryption, opting in/out, repositioning, validity and reliability

Planning a digital media campaign: 

  • (e.g. copy and images, sound, video content, house style, audience, message, slogan, suitability, location, platform, effective message, marketing to social networking sites).

Market research

  • Market analysis – product/service, brand awareness, increase sales, customer retention, cost per lead, conversation rate, digital KPIs, audience segmentation, needs, media preferences.
  • Value proposition - informational and geographical needs, digital behaviours, digital channels.

Assessment Criteria

  • 2.1

    Outline how different technologies are used in digital marketing campaigns.

  • 2.2

    Explain the importance of market research in planning a digital marketing campaign.


Be able to create a proposal for a digital marketing campaign to promote a given company, product or service to an audience.

  • Proposal: Message, links to client brief, legal requirements, digital channel strategy, audience segmentation
  • Justifying the strategies: Learners will explain (annotate, verbally discuss / present) the strengths and weakness of the use of mixed media and how this meets the design brief (e.g. initial intentions, design brief challenges and constraints, meeting deadlines, digital channel strategy, audience segmentation, legal requirements, message).

Assessment Criteria

  • 3.1

    Identify suitable strategies, using channel(s) appropriate to the company, product or service and a specific audience.