MFC4623 - Negotiated Learning: Principles and Theory of Digital Marketing

Objectives:

On successful compleion of the module, apprentices will be able to:

1 - Demonstrate the ability to identify, evaluate and make appropriate use of a range of sources of knowledge and evidence in relation to digital marketing theories and principles as a digital marketing professional
2 - Demonstrate an in-depth understanding of ethical principles and a systematic understanding and coherent application of professional codes relevant to digital marketing strategies as a digital marketing professional
3 - Analyse and synthesise and evaluate the information and ideas developed through the study and application of digital marketing principles as a digital marketing professional
4 - Make a reasoned selection of approaches to digital marketing strategies as a digital marketing professional, explaining how these are appropriate to their own work and the modules aims and objectives.

Content:

The rationale, aims, and objectives of this module are drawn up by the apprenticeship standard and 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 and will focus on the Knowledge components. 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 and Theories of Digital Marketing’, apprentices will be introduced to all aspects of the apprenticeship standard, but the negotiated content will focus on the following 11 Knowledge requirements set out in the Apprenticeship Standard:

1. The strategic implications of the disruptive digital environment
2. Natural/organic and paid marketing to increase the visibility and promotion of websites
3. The leading marketing theorists and practitioners when managing and implementing brand equity, brand awareness and strategic brand management
4. Professional bodies and their insights into emerging technologies, trends and themes within the digital marketing environment
5. How to foster business-to-business (B2B) marketing relationships through social media to launch products based on price and popularity
6. The types of online and offline paid, owned and earned media, and how this works together
7. Digital marketing regulatory requirements, data protection, compliance and ethics, both national and international
8. The Digital Marketing environment for International marketing and multichannel marketing, for agencies as well as client
9. The user experience, and how to maximise engagement
10. Segmentation, targeting and application of sales funnel, path to purchase, and customer attribution
11. E-commerce and the importance of product descriptions, images, site layout and what makes a good online shopping experience.

This module will assist in developing knowledge associated with British Values, Prevent, Healthy Relationships and Safeguarding. They will be introduced to these topics in context of the topic.

English language skills will be developed through this module through the production of the report. Apprentices will be introduced to new terminology, concepts and ideas which will develop their vocabulary and used throughout this module and beyond. Maths skills might be developed through the analysis of the apprentice's own workplace context.

Digital skills will be developed through the utilisation of online resources such as the University's VLE, e-Portfolio system and Leeds Trinity University Library system.

Learning and Teaching Information:

A variety of teaching and learning strategies will be employed throughout the module in order to ensure the acquisition and development of appropriate concepts, knowledge and skills and achievement of the stated learning outcomes. A variety of teaching and learning methods provide access to learning to meet a wide range of learner needs and are aimed at widening participation amongst learners to avoid exclusion and develop learner skills in academic studies and personal life situations.

The module will be delivered on a face-to-face basis, with the apprentices attending a delivery workshop at the start of the module which will provide them with the skills and knowledge to complete all aspects of the module. The module will be taught over two days in a block structure at the start of the module and methods utilised within the 2 days will include: lecture style knowledge content and seminar style activities to discuss the content and enabling the learner to place it into context. This module will also have virtual tutorial café (VTCs) sessions, these group sessions allow for reflective time following the delivery and will be utilised to support the learner in unpacking the content and the assessment requirements. VTC sessions will also be utilised as formative peer feedback sessions.

Independent study time should be spent on specific pre learning (on-demand learning – available to all students on Moodle), for example, engaging in specific background reading of the topic and online exercises. Post learning activities will be provided by the module tutor, but these will generally be assessment focused enabling the learner to achieve the assessment requirements.

All activities and materials provided on Moodle will support the module content for the module delivery including pre, live and post activities and resources.The sequencing of the sessions will provide re-enforcement of the theoretical concepts developed during the delivery in a progressive pattern, aimed at developing knowledge and overall understanding.



Planned LTU Off-the-Job Delivery Learning:

Lectures
Hours: 14
Intended Group Size: Cohort

Virtual Tutorial Cafe
Hours: 3
Intended Group Size: Cohort



Planned Off the Job Learning:

Training Plan Activities
Hours: 55
Intended Group Size: Individual

Masterclass
Hours: 3
Intended Group Size: Individual



Minimum Self-Directed Off the Job Learning and Practical Training:

Hours: 225



Further Detail Relating to Assessment

Students are referred to Module Handbook for full details.

Students will individually explore and reflect on the principles and theories of digital marketing in a workplace context. Planning and producing work, analysing the importance of the principles and theories of Digital marketing. Acting ethically in the context of digital marketing in a workplace setting. Students will ensure they understand the theories and concepts of digital marketing and ensure they are applying their understanding in the workplace setting.

All students will have an opportunity within the modules for formative assessment support, to incrementally aid the completion of summative assessment tasks. Formative assessments may take the form of peer review, guided self-reflection, tutorial, draft feedback, and where relevant employer feedback.

Assessments are designed to be reflected of workplace practice and provide portfolio evidence towards the Digital Marketing apprenticeship standard.

Assessment:

Fact File

Module Coordinator - Devon Page
Level - 4
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 4AP

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