Digital Marketing

Course Syllabus

This is an accredited course with the following qualification:

Pearson BTEC Level 3 Certificate in Digital Marketing Business Principles

Delivery is 3.5 hours per day, 5 days per week, for 8 Weeks = 140 Tutor Hours

Learners will cover the following modules in this course:

Digital Tools
Social Media Platforms
Business Issues/ Customer Needs
Digital Etiquette
Digital Platforms Integration into working environment
Protection of Data across Digital and Social Media platforms

Course Structure

This course will produce a learner that is capable of entering the digital marketing industry with the skills and understanding of what it takes to operate and perform effectively, with the product/service or marketing requirement that needs to be promoted in a digital manner.

Digital Tools

This module introduces the principles of digital marketing tools and how they work together, to enable a robust start to the process of getting into the subject material quickly, detailing the relevance of key tools for the process of digital marketing

How to organise a series of social media posts
The activities associated with creating new content for a website
Why new content is published on websites
How to create effective sponsored ads
The benefits of using paid search marketing
The tools used in digital marketing
The purpose of different tools in digital marketing working together
The characteristics of different types of customer relationship management systems

Social Media Platforms

This module teaches the implementation of digital and social media platforms, how they differ and how they can work together to make the process of digital marketing an efficient one.

The benefits and drawbacks of using digital and social media platforms
The technological resourcing factors to be considered when choosing a digital marketing channel

Business Issues/ Customer Needs

Here there is a detailed, yet concise look at the relevant business environments and the issues relating to digital marketing and customer needs, enabling learners to get to that all important, ‘Call To Action’ decision.

The techniques used to discover what a target market is searching for
How to adapt content in response to customer search habits
The principles of search engine optimisation
How search engine optimisation works
The ‘rules’ of social media

Digital Etiquette

Another important module covers Understanding and implementing digital etiquette to ensure that the potential ‘brand voice’ is not damaged while we are building its (brand) awareness with a target audience.

How to communicate effectively when using digital channels
The considerations when using social media platforms
The impact of inconsistent communications and conventions on a brand
The uses of hash tags in social media
The characteristics of social selling

Digital Platforms Integration into working environment

The digital workplace encompasses all the technologies people use to get work done in the workplace – both the ones in operation and the ones yet to be implemented. It ranges from your internal applications and core business applications to e-mail, instant messaging and enterprise social media tools and virtual meeting tools.

The primary uses of different types of digital and social media channels
Why competitors and customers use digital platforms

Protection of Data across Digital and Social Media platforms

The final module then enables the learner to first understand and then implement the skills around how to protect data across digital and social media platforms.

Identify the reasons why information security is important to a digital service organisation
Identify the key features of an information security policy
Explain how an information security policy impacts on ways of working
Identify the sources of threats and risks to digital information
Identify the principles of data protection, copyright and intellectual property
Identify the consequences of data misuse to an organisation and to the user
Identify the precautions required when working with emails and other electronic documents
Identify the precautions required when printing, transporting and destroying information of different types

Delivery Structure

Content	Start Week	Days	Tutor Hours	Mode of Delivery
DIGITAL MARKETING BUSINESS PRINCIPLES
Digital Tools	1	6	21	Remote / Blended
Social Media Platforms	2	7	24.5	Remote / Blended
Business Issues/ Customer Needs	3	7	24.5	Remote / Blended
Digital Etiquette	5	6	21	Remote / Blended
Digital Platforms Integration into Workplace	6	7	24.5	Remote / Blended
Protection of Data across Digital and Social Media channels	7	7	24.5	Remote / Blended
Course Total	8 Weeks	40 Days	140 Hours