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Unit Credit Value:12Unit Level:FourUnit Guided Learning Hours:36Ofqual Unit Reference Number:T/505/9095Unit Review Date:31/12/2016Unit Sector:15.4 Marketing and SalesUnit SummaryThis unit will enable learners to gain an understanding of how marketing strategies are developed and turned into marketing plans that are implemented at different levels. An understanding of market segmentation and how digital marketing refines the definition of market segments will also be developed. Unit InformationIt is expected that before the unit is delivered, the tutor will have read the Qualification Specification to ensure all conditions regarding Rules of Combination, delivery, assessment and internal quality assurance are fulfilled. Additional guidance is available below as Assessment Guidance for Learning Outcomes and Assessment Criteria in bold. This unit has 4 learning outcomesLEARNING OUTCOMESASSESSMENT CRITERIAThe learner will:The learner can:Understand digital marketing plansExplain how organisations develop marketing strategiesExplain the key factors which influence marketing decision makingAssess the risk of competitors to organisational achievementExplain the impact of industry dynamics on an organisationEvaluate the risks to implementation of a marketing planExplain how to set key performance indicators (KPIs) Explain how marketing plans are monitored and evaluatedSpecify monitoring arrangements that are capable of identifying variances from targets and expectationsDevise a marketing plan that aligns with a marketing strategyEvaluate the implementation of a marketing planUnderstand how market segmentation contributes to marketing planningExplain the importance of defining target markets to the development and achievement of the marketing strategyExplain how target markets are established for marketing activitiesDescribe how digital marketing techniques appeal to different market segmentsExplain how digital marketing contributes to market segmentationEvaluate data to inform market segmentationUnderstand how to develop a promotional mix for effective marketingCompare digital and non-digital marketing techniquesExplain the effect of a marketing mix on a promotional mixEvaluate the suitability of digital marketing techniques to meet marketing objectives Evaluate a multi-channel approach to digital marketingExplain how emerging approaches to digital marketing can contribute to a marketing mixIllustrate how different digital marketing techniques combine to make a marketing campaignAnalyse the implications of the overall purpose of marketing to the selection of marketing techniques and platformsUnderstand how branding is used across digital marketing channelsExplain the brand characteristics of an organisationExplain the purpose of brand guidelines in digital marketingExplain how to incorporate brand identity into a digital marketing campaignAssessment GuidanceLearning Outcome 11.2 Key factors: internal, external.1.3 Risk: market position, activities, future plans.1.9 Marketing plan: to include for example actions, contingencies, accountabilities, milestones, success criteria/KPIs, budget, objectives, creative strategy, response rate for online engagement activity.Learning Outcomes 2 & 32.2 and 2.3 Digital marketing techniques: for example Email, mobile, content, video channel, social media, online display, search, emerging.2.3, 3.3 and 3.5 Emerging approaches/techniques: are those that have arisen and gained prominence in the preceding 24 months. An example of an emerging technique in 2013 could be gamification.2.5 Data: for example user characteristics, demographics, behaviour patterns, trends.3.1 Marketing mix: product, price, place, packaging, processes.Learning Outcome 44.1 Brand characteristics: for example logo, colour scheme, font, font size, tagline, iconography, values, culture, identifiable characters. ................
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