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This unit is about basic marketing principles and learners will understand the aims and objectives, and marketing activities carried out by different types of organisations.
They will consider the 7Ps of the marketing mix and how they may change at different stages in the product life cycle.
Learners will understand the role of customer relationship marketing and its benefits, limits and constraints, and will be able to describe the activities involved in creating a digital marketing campaign for an intended target audience.
Learners will understand the roles in digital marketing teams and the importance of these teams in working effectively to deliver digital marketing campaigns. They will consider the ways in which they would be able to positively influence a team.
Learners will understand the stages of the customer lifecycle and the key pinch points in the customer lifecycle journey. They will understand market segmentation and the
reasons behind selecting a digital marketing channel for a target audience. They will understand the importance of customers and the differences between Business to Business (B2B) and Business to Consumer (B2C) relationships.
Learners will understand the role and components of digital and social marketing strategies and briefs. They will understand how aspects of digital marketing, such as real-time data, blogs and articles, can positively and negatively affect organisations.
Digital marketers will use this knowledge and understanding to work with others and assist in building digital campaigns. They will ensure that marketing techniques are used effectively to promote products and/or services, and maintain the online reputation of the organisation.
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- Understand and apply basic marketing principles
- Understand the role of customer relationship marketing
- Understand how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
- Understand and apply the customer lifecycle
- Understand the main components of digital and social media strategies
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- Google Squared
- CIM Level 4 Award in Digital Marketing
- Dot Native
- CIW Internet Business Associate.
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Assessment is via an onscreen test and is Multiple Choice test lasting 45 mins and consists of 30 questions.