MFC4633 - Negotiated Learning: Content Creation

Objectives:

On successful completion 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 content creation
2 - Create an effective digital marketing campaign plan for own organisation
3 - Apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing
4 - Demonstrate reflection upon the conduct and outcomes achieved in the study of theories and application of these to content creation as a digital marketing professional.

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 and Skills 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: Content Creation’, apprentices will be introduced to all aspects of the apprenticeship standard, but the negotiated content will focus on the following 3 Knowledges, 7 Skills and 1 Behaviour requirements as set out in the Apprenticeship Standard:

1. Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty
2. Stakeholder and customer requirements, commercial awareness and business improvement processes that are relevant to campaign management
3. Digital graphic design, interface design, and authoring
4. Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing
5. Apply the 4 marketing principles (product, price, place, promotion) and considerations of the business / marketing campaign
6. Write and create content for the different audiences, online channels, and create clear “Call to Actions” and user journeys
7. Manage and optimise key channels and content within a digital marketing plan
8. Apply a marketing mix / digital marketing mix to meet customer expectations
9. Engage communities through Email Marketing and Social Media to stimulate and encourage communication through positive discussion and engagement
10. Interpret, communicate and brief internal or external stakeholders on digital business requirements
11. Consider the impact of work on others, especially where related to culture, diversity and equality.

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 campaign plan and campaign content. 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 through the analysis of the price component of the 4 P’s.

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 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.

Component 1
Apprentices will prepare a digital marketing campaign plan for their own organisation. Students will individually reflect on the activity in a workplace context. planning work, analysing the importance of content creation and acting ethically in the creation of digital marketing content. Students will ensure they understand that brand awareness, ethics and representation are understood and upheld in all professional practice relating to content creation across a range of social platforms.

Component 2
Apprentices will develop the campaign content for their workplace. Implementing the ideas and concepts identified in the campaign plan.

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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