Communicating using digital marketing/sales channels

Overview

Framework:
RQF
Level:
Level 3
Unit No:
T/502/8624
Credits:
4
Guided learning hours:
26 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 how to plan the use of digital media for a specific message, audience and recipients.

Assessment Criteria

  • 1.1

    Explain the selection of the organisation’s targeted customers.

  • 1.2

    Describe expected target audience responses to different electronic media communication methods.

  • 1.3

    Describe the characteristics, advantages and disadvantages of different software packages for presenting marketing information.

  • 1.4

    Explain the requirements of using multiple digital marketing technologies.

2

Be able to plan the use of digital media for a specific message, audience and recipients.

Assessment Criteria

  • 2.1

    Confirm the sales and marketing objectives for the digital communication, including response rates and sales generated return on investment.

  • 2.2

    Identify the criteria to be used in selecting recipients in target audience.

  • 2.3

    Source and acquire targeted lists and databases of recipients in accordance with the plan.

  • 2.4

    Confirm the range of electronic media best suited to communicating to the target audience in line with the sales and marketing objectives.

  • 2.5

    Agree with relevant people the marketing communications message designed to engage the customer and which is appropriate for the media selected.

3

Be able to check the digital message can be accessed and/or delivered.

Assessment Criteria

  • 3.1

    Check any links, keywords, and supporting attachments allow access by recipients to further information.

  • 3.2

    Identify any risks that the message might be labelled as ‘spam’ and take action to minimise such risks.

  • 3.3

    Enable click-through tracking in digital messages in accordance with the plan.

  • 3.4

    Send messages to targeted customers in accordance with the plan.

  • 3.5

    Set up reporting system for ‘undeliverables’ in accordance with organisational procedures.

4

Be able to monitor and evaluate the response to digital activity and take any corrective action.

Assessment Criteria

  • 4.1

    Record undelivered messages in accordance with reporting system.

  • 4.2

    Identify repeat communications requirements in line with the sales and marketing objectives.

  • 4.3

    Monitor and evaluate the responses to digital marketing against agreed criteria.

  • 4.4

    Report the findings of the evaluation in accordance with organisational procedures.