Overview

Framework:
RQF
Level:
Level 3
Unit No:
R/505/1585
Credits:
6
Guided learning hours:
39 hours

Assessment Guidance

This unit is assessed by portfolio of evidence

Unit Learning Outcomes

1

Understand the sales funnel in digital marketing.

Assessment Criteria

  • 1.1

    Describe the stages of the customer experience of the sales funnel.

  • 1.2

    Explain the effects of a range of factors on sales funnel conversion rates.


2

Understand how metrics of digital marketing are generated.

Assessment Criteria

  • 2.1

    Describe customer experience of different sales journeys.

  • 2.2

    Select data required to evaluate success Key Performance Indicators (KPIs).

  • 2.3

    Explain the importance of statistically significant data.

  • 2.4

    Describe tools used for tracking data.

  • 2.5

    Add tracking tools to a campaign.

  • 2.6

    Describe how tracking data is viewed.


3

Understand how analytics can be used to optimise digital marketing campaigns.

Assessment Criteria

  • 3.1

    Describe features of analytic software.

  • 3.2

    Describe how to customise analytics reporting technology for digital marketing campaigns.

  • 3.3

    Analyse digital marketing campaign data for insights and trends.

  • 3.4

    Describe methods for testing digital marketing campaigns.

  • 3.5

    Suggest methods for optimising digital marketing campaigns.