Digital Marketing - 5N1364

The aim of this module is to equip the Learner with the knowledge, skills and competence to build and implement digital marketing strategies and activities, under supervision, using a range of e-tools within a range of digital marketing contexts. The learner will appreciate and evaluate current digital marketing practices with traditional forms of marketing and develop digital marketing plans for businesses/clients.

QQI Level 4 Certificate, or equivalent life/work experience.

QQI 5N1364 Digital Marketing Component Certificate

Facilitate the Learner to:

  1. Outline the unique characteristics of the web as a marketing medium.

    • Explain the history of digital marketing, e-commerce/business.

    • Compare and contrast traditional Marketing to Digital Marketing.

    • Discuss the 4Ps to Digital Marketing mix (Product, Price, Promotion, Place).

    • Explore e-tools used in Digital Marketing and Social Media platforms – e.g. Facebook, Twitter, LinkedIn, Youtube, Snapchat.

    • Describe generation segmentation, by age and culture in Digital Marketing.

    • Identify risks of consumer objections to issues of privacy.

  2. Differentiate digital marketing from traditional marketing practice.

  • Product – compare the product/service and its web application, e.g. website, apps, online games from a traditional marketing to a digital marketing perspective.

  • Price – look at websites such as comparison websites – from traditional marketing to digital marketing perspective.

  • Promotion – look at the impact of social media promotion – Facebook etc.

  • Place – look at online shopping outlets, online ordering, banking, airlines and security aspects – from traditional marketing to digital marketing perspective.

  1. Identify digital marketing strategies and explain their integration with traditional marketing.

    • Product – downloading products as opposed to buying actual objects.

    • Price – explore instore pricing, as opposed to online pricing.

    • Promotion – what digital promotion to use with online communities as opposed to offline communities.

    • Place – how to decide which products to make available online, as opposed to offline.

    • Explore customer service, query and complaints handling online, as opposed to offline.

  2. Outline the stages of analysis, development, implementation and control of digital marketing campaigns.

    • Discuss stages of a Digital Marketing Campaign, from analysis of target market, identifying what to use, such as media clips, Social media – Facebook, Twitter, LinkedIn, websites, podcasts and blogs.

    • Finding the ‘best fit’ combination to integrate with any traditional marketing plan, gauge volume of online sales, through to development of the people involved in the campaign and implementation of the plan.

    • How to control or monitor the user experience, how to monitor the competitive ranking of the web presence (SEOs).

  3. Identify e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns.

    • Explore e-tools for social media digital marketing – Facebook, LinkedIn, MySpace, Twitter and other social media.

    • Explore YouTube, Podcasts, Newscasts.

    • Explore eMail Marketing options using automated email tools.

    • Explore SEO (Search Engine Optimisation) –keywords, metatags, links, page titles, descriptions, and using website diagnostic tools.

    • Explore online advertising

  4. Outline strengths and weaknesses across a range of e-tools.

    • Describe strengths and weaknesses of different e-tools used in Digital Marketing – social media marketing, email marketing, SEO, advertising.

  5. Develop customized digital marketing campaigns to include the use of e-tools.

    • Learner to develop a digital marketing campaign plan for a business.

    • Choose suitable e-tools for carrying out the Digital Marketing campaign and explain why.

    • Structure of Digital Marketing Campaign to include Introduction to the Company, Company Vision/Mission, and customers

    • Decide on Digital Marketing Campaign objectives.

    • Design Digital Marketing Campaign to include appropriate content.

  6. Evaluate the effectiveness of campaigns using analytical e-tools.

    • Discuss the selection of appropriate e-tools for evaluation purposes for a Digital Marketing Campaign.

    • Make recommendations as to how to improve the Digital Marketing Campaign with the addition/replacement of a variety of e-tools.

  7. Plan a digital marketing campaign from inception to completion.

    • Assist the learner through the stages such as Analysis, Development, Implementation and Evaluation of the Digital Marketing Campaign.

  8. Choose appropriate e-tools to implement a digital marketing strategy.

    • Justify the reasons for choosing or rejecting e-tools for a Digital Marketing Strategy.

  9. Monitor digital marketing campaigns and use e-tools to include web analytics, social media monitoring and social bookmarking, to measure their effectiveness.

    • Design an On-line Survey using Surveymonkey.

    • Carry out online market research – primary and secondary market research.

    • Monitor the social media impact of the company chosen.

    • Suggest improvements and make recommendations.

  10. Demonstrate a range of client management relationship skills to establish and maintain the business-to-business process.

    • Discuss CRM (Customer Relations Management) versus eCRM for Digital Marketing.

    • Explain SEO, Pay per Click, and SEM

Facilitate the Learner to:

  1. Outline the unique characteristics of the web as a marketing medium.

    • Explain the history of digital marketing, e-commerce/business.

    • Compare and contrast traditional Marketing to Digital Marketing.

    • Discuss the 4Ps to Digital Marketing mix (Product, Price, Promotion, Place).

    • Explore e-tools used in Digital Marketing and Social Media platforms – e.g. Facebook, Twitter, LinkedIn, Youtube, Snapchat.

    • Describe generation segmentation, by age and culture in Digital Marketing.

    • Identify risks of consumer objections to issues of privacy.

  2. Differentiate digital marketing from traditional marketing practice.

  • Product – compare the product/service and its web application, e.g. website, apps, online games from a traditional marketing to a digital marketing perspective.

  • Price – look at websites such as comparison websites – from traditional marketing to digital marketing perspective.

  • Promotion – look at the impact of social media promotion – Facebook etc.

  • Place – look at online shopping outlets, online ordering, banking, airlines and security aspects – from traditional marketing to digital marketing perspective.

  1. Identify digital marketing strategies and explain their integration with traditional marketing.

    • Product – downloading products as opposed to buying actual objects.

    • Price – explore instore pricing, as opposed to online pricing.

    • Promotion – what digital promotion to use with online communities as opposed to offline communities.

    • Place – how to decide which products to make available online, as opposed to offline.

    • Explore customer service, query and complaints handling online, as opposed to offline.

  2. Outline the stages of analysis, development, implementation and control of digital marketing campaigns.

    • Discuss stages of a Digital Marketing Campaign, from analysis of target market, identifying what to use, such as media clips, Social media – Facebook, Twitter, LinkedIn, websites, podcasts and blogs.

    • Finding the ‘best fit’ combination to integrate with any traditional marketing plan, gauge volume of online sales, through to development of the people involved in the campaign and implementation of the plan.

    • How to control or monitor the user experience, how to monitor the competitive ranking of the web presence (SEOs).

  3. Identify e-tools to include social media marketing, blogs, rich media, email marketing, search engine optimization, online advertising and their application to digital marketing campaigns.

    • Explore e-tools for social media digital marketing – Facebook, LinkedIn, MySpace, Twitter and other social media.

    • Explore YouTube, Podcasts, Newscasts.

    • Explore eMail Marketing options using automated email tools.

    • Explore SEO (Search Engine Optimisation) –keywords, metatags, links, page titles, descriptions, and using website diagnostic tools.

    • Explore online advertising

  4. Outline strengths and weaknesses across a range of e-tools.

    • Describe strengths and weaknesses of different e-tools used in Digital Marketing – social media marketing, email marketing, SEO, advertising.

  5. Develop customized digital marketing campaigns to include the use of e-tools.

    • Learner to develop a digital marketing campaign plan for a business.

    • Choose suitable e-tools for carrying out the Digital Marketing campaign and explain why.

    • Structure of Digital Marketing Campaign to include Introduction to the Company, Company Vision/Mission, and customers

    • Decide on Digital Marketing Campaign objectives.

    • Design Digital Marketing Campaign to include appropriate content.

  6. Evaluate the effectiveness of campaigns using analytical e-tools.

    • Discuss the selection of appropriate e-tools for evaluation purposes for a Digital Marketing Campaign.

    • Make recommendations as to how to improve the Digital Marketing Campaign with the addition/replacement of a variety of e-tools.

  7. Plan a digital marketing campaign from inception to completion.

    • Assist the learner through the stages such as Analysis, Development, Implementation and Evaluation of the Digital Marketing Campaign.

  8. Choose appropriate e-tools to implement a digital marketing strategy.

    • Justify the reasons for choosing or rejecting e-tools for a Digital Marketing Strategy.

  9. Monitor digital marketing campaigns and use e-tools to include web analytics, social media monitoring and social bookmarking, to measure their effectiveness.

    • Design an On-line Survey using Surveymonkey.

    • Carry out online market research – primary and secondary market research.

    • Monitor the social media impact of the company chosen.

    • Suggest improvements and make recommendations.

  10. Demonstrate a range of client management relationship skills to establish and maintain the business-to-business process.

    • Discuss CRM (Customer Relations Management) versus eCRM for Digital Marketing.

    • Explain SEO, Pay per Click, and SEM

October 2019 or as an Online/Blended course

€300.00

Lir|Business Services & Training Centre Ltd

42 Mount Street

Mullingar

Co. Westmeath.

 

Tel: 044-93 42754

Fax: 044-93 42755

training@lirbusinesscentre.com

 

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