Understanding digital marketing and research

This unit is expiring
The expiry date of this unit is 31/07/2026.

Overview

Framework:
Access to HE
Level:
Level 3
Unit No:
QU016759
Credits:
6
Guided learning hours:
Not available

Qualification Grading Type

Graded

Grade Descriptors

  • GD1-Understanding the subject
  • GD7-Quality

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.