Use digital and social media in marketing campaigns

Overview

Framework:
RQF
Level:
Level 2
Unit No:
R/502/9926
Credits:
2
Guided learning hours:
7 hours

Assessment Guidance

All Assessment Criteria must be met. The method of assessment is determined by individual awarding organisations, in compliance with the CfA Sales Assessment Strategy.

Unit Learning Outcomes

1

Understand planning requirements for the use of digital and social media.

Assessment Criteria

  • 1.1

    Describe the importance of the objectives and budget for digital and social media marketing aligning with the marketing plan.

  • 1.2

    Describe how to identify the nature and location of target customers.

  • 1.3

    Describe sources of information about the nature and location of target customer groups.

  • 1.4

    Explain the implications of retention and acquisition programmes as they affect the choice of digital/social media.

  • 1.5

    Explain how to reach target customers in accordance with the plan.

  • 1.6

    Explain the requirements of a data collection and reporting system that is capable of capturing the information required by the plan.

  • 1.7

    Explain the importance of agreeing the message that conveys the marketing proposition.

2

Be able to market to target customers using digital and social media.

Assessment Criteria

  • 2.1

    Ensure marketing messages are distributed in accordance with the plan.

  • 2.2

    Ensure that digital/social media marketing is conducted in accordance with legal, regulatory and industry requirements and standards.

  • 2.3

    Explain how to address problems in accordance with the plan.