MFC6604 - Negotiated Learning: Digital Marketing Strategies

Objectives:

On successful completion of the module, students will be able to:
Demonstrate the ability to identify, evaluate and make appropriate use of a range of sources of knowledge and evidence in relation to digital marketing strategies as a digital marketing professional.
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.
Analyse and synthesise and evaluate the information and ideas developed through the study and application of digital marketing strategies as a digital marketing professional.
Demonstrate critical reflection upon the conduct and outcomes achieved in the study of theories and application of these to digital marketing strategies as a digital marketing professional.
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.
Select appropriate content, medium and style that is clear, concise and appropriate for a professional and /or academic communication. Evidence a range of sources of information and demonstrate origins of ideas with precision by referencing sources using a consistent style.
Analyse and evaluate 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 majority of the Digital Marketer Degree Apprenticeship Standard at Level 6. This is the culmination of the scaffolding from Level from 4, to 5 and covers all elements of the standard.

The skills to be evidenced at Level 6 will be demonstrated through the 60 credit Work-Based Learning Project Module, whilst the behaviours associated with the standard will be evidenced through the Apprentice’s e-portfolio and End Point Assessment.

Through MFC6604 Negotiated Learning: Digital Marketing Strategies, Apprentices will cover to all aspects of the apprenticeship standard but the negotiated content will focus on the following 4 skills requirements (nos.12-15 of the 15 skills set out in the Apprenticeship Standard:

1. Apply the appropriate tools for a data-led approach to analyse marketing information and platforms, data and social media and recognise what is actually important for insights and optimisation to provide solutions for marketing decisions.
2. Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change.
3. Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.
4. Interpret, communicate and brief internal or external stakeholders on digital business requirements.

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
Intended Group Size: 1

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 their Learning Agreement, which is reviewed and set at the beginning of each level.

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 - Liz Cable
Level - 6
Credit Value - 40
Pre-Requisites - NONE
Semester(s) Offered - 6AP

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