Overview

Framework:
Access to HE 2024
Level:
Level 3
Unit No:
Not available
Credits:
6
Guided learning hours:
Not available

Qualification Grading Type

Graded

Unit Learning Outcomes

1.

Understand the role and requirements of digital marketing.

Assessment Criteria

  • 1.1.

    Evaluate the role of digital marketing within the overall marketing strategy.

  • 1.2.

    Analyse the strengths and weaknesses of digital marketing for different marketing applications.

  • 1.3.

    Explain the design requirements of data capture and reporting systems for digital marketing.

  • 1.4.

    Analyse the importance of evaluating the impact of digital marketing activities.


2.

Understand the principles of search engine optimisation (SEO).

Assessment Criteria

  • 2.1.

    Analyse the importance of search engine optimisation.

  • 2.2.

    Explain how to calculate the cost- efficiency of SEO.

  • 2.3.

    Analyse techniques used for effective SEO.

  • 2.4.

    Evaluate advantages and disadvantages of creating links to other websites.


3.

Understand the principles of marketing research using the internet.

Assessment Criteria

  • 3.1.

    Analyse the advantages and disadvantages of different data mining techniques.

  • 3.2.

    Evaluate methods of ensuring the validity and reliability of information retrieved from the internet.


4.

Understand the principles of digital marketing device and message design.

Assessment Criteria

  • 4.1.

    Explain Customer Relationship Management (CRM) systems':

         a) use

         b) design requirements

  • 4.2.

    Explain the characteristics of:

         a) an effective digital marketing device

         b) an effective digital response system.

  • 4.3.

    Analyse requirements, advantages and disadvantages of different tracking systems.