MFC4604 - Negotiated Learning: Principles of Content Creation and Channel Management

Objectives:

On successful completion of the module, students will be able to:
Demonstrate the ability to identify and use of a range of sources of knowledge and evidence relating to the principles of digital marketing content creation and channel management.
Demonstrate an awareness of ethical principles and the application of professional codes relevant to the principles of content creation and channel management.
Analyse the information and ideas about the principles of content creation and channel management that are developed through the module.
Demonstrate reflection upon the conduct and outcomes of the module, in relation to the principles of content creation and channel management, in their own work and professional context.
Make a selection of approaches to the principles of content creation and channel management, and explain how these are appropriate to their own work and the modules aims and objectives.
Select appropriate content, medium and style that is intended for a professional and /or academic communication. Evidence a range of sources of information and demonstrate origins of ideas by referencing sources using a consistent style.
Analyse how the module has been planned and managed.

Content:

The rationale, aims and objectives of this module are drawn up by apprentices in the ‘Learning Agreement’ developed at Level 4, and revisited at Levels 5 and 6. It follows that each negotiated module will be unique in terms of its aims.

The module will provide the underpinning subject knowledge for the Digital Marketer Degree Apprenticeship Standard at Level 4. Subsequent levels will re-visit the elements of the standard covered in this module and go into greater depth (i.e. scaffolding the level from 4, to 5 and eventually 6) and introduce additional elements of the standard.

The skills to be evidenced at Level 4 will be demonstrated through the 40-credit Work-Based Learning Project Module, whilst the behaviours associated with the standard will be evidenced through the apprentice’s e-portfolio.

Through this module, ‘Negotiated Learning: Principles of Content Creation and Content Management’, apprentices will be introduced to all aspects of the apprenticeship standard but the negotiated content will focus on the following first 5 skills requirements (of 15) set out in the Apprenticeship Standard:

1. Understand the concepts, principles and theories of marketing that are relevant to the interdisciplinary topics of digital marketing.
2. Discriminate between the 4 marketing principles (product, price, place, promotion) and their relation to the business / marketing campaign.
3. Create content for different audiences, online channels and create clear “Call to Actions” and user journeys.
4. Understand the role of content marketing through the appropriate media channels, relationship management systems and communication platforms to ensure brand and cultural awareness are maintained throughout marketing strategies.
5. Demonstrate understanding of the diversity of research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours.

The use of red-text indicates a reduction in the wording of these skills so that they are suited to a Level 4 module.

Full details of the apprenticeship standard can be found at: https://www.instituteforapprenticeships.org/apprenticeship-standards/digital-marketer-integrated-degree/

Learning and Teaching Information:

Typically delivered on a blended learning basis with a combination of workshops and on-line support the learning and teaching will include a range of methods such as lectures, seminars, workshops and tutorials, with emphasis on real life work experience and both team and peer support. There will be large and small group discussions, problem-solving activities and individual and paired working.

Apprentices may be expected to draw on a range of theoretical/academic, personal and work-based resources. Course documentation, support materials and web-based materials will be available on the VLE as appropriate.

Implementation of study skills will be supported and in particular teamwork, and the capacity to develop written argument, will be developed. During the course of sessions, and subsequently through the contractual apprenticeship Progress Reviews there will be opportunities for tutor/student interaction to meet individual needs and to help develop skills, confidence, competence, knowledge and understanding relating to the aims and objectives of the module and more widely meeting the overall Knowledge, Skills and Behaviours (KSBs) of the Digital Marketer apprenticeship standard. Accessing library resources and help with coursework study skills will be available from services across the University.

Apprentices would be expected to prepare for the sessions by reading set texts and completion of tasks set in class or via the VLE and will be expected to take part in a wide range of learning activities.

Apprentices will maintain their Personal e-portfolio during this module and on-going self-evaluation will be part of the apprentices’ identification of needs.

Workshop
Hours: 21
Intended Group Size: 20

Tutorial
Hours: 2

Guided independent study
Hours: 377

Further details relating to assessment
The assessment method is in keeping with the approved module descriptor in the Work Based Learning Framework.

Learners will be expected to present the outcomes of their learning relevant to the subject content and in a specific format determined and approved by both their employer and the university via MFC4662 Starting Your Apprenticeship Learning Portfolio.

As such, the report may be presented as a wholly written report or a combination of an oral and written report OR the use of workplace artefacts developed to meet work need but evidencing the learning outcomes and subject coverage may be utilised alongside a critical commentary/reflective account of learning.

Students will be offered formative feedback throughout the module in order to help them to negotiate successful coverage of the apprenticeship standard’s KSBs in conjunction with the modules aims and outcomes. This will be done via formal sessions and also via online interactions on the Moodle platform and the use of tools such as email and Skype.

Other relevant matters
Learners are expected to demonstrate awareness of workplace application of learning and development of skills relating to the broad subject coverage and develop evidence through their personalised e-portfolio to sufficiently demonstrate the enhancement of skills and behaviours expected of a Digital Marketing Professional.

Assessment:

Fact File

Module Coordinator - Tim Balmforth
Level - 4
Credit Value - 40
Pre-Requisites - NONE
Semester(s) Offered -

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