MFC6613 - Negotiated Learning: Digital Marketing - Analytics, Planning and Strategy

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

The rationale aims and objectives of this module are drawn up by apprentices in their ‘Learning Agreement’ developed at Level 4 and revisited at Level 5 and 6. It follows that each negotiated module will be unique in terms of its aims. This module, Negotiated Learning: Digital Marketing - Analytics, Planning and Strategy will provide the underpinning subject knowledge for the Digital Marketing 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 L6 40 credit Work-Based Learning Project, whilst the behaviours associated with the standard will be evidenced through the Apprentice’s e-portfolio and End Point Assessment. Through this module, ‘Negotiated Learning: Digital Marketing - Analytics, Planning and Strategy’, apprentices will be introduced to all aspects of the apprenticeship standard but the negotiated content will focus on the following 6 Knowledges and 10 Skill requirements as set out in the Apprenticeship Standard: The strategic implications of the disruptive digital environment. Natural/organic and paid marketing to increase the visibility and promotion of websites. Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty. The types of online and offline paid, owned and earned media, and how this works together. Stakeholder and customer requirements, commercial awareness and business improvement processes that are relevant to campaign management. The user experience, and how to maximise engagement. Develop and critically apply the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing. Apply the 4 marketing principles (product, price, place, promotion) and considerations of the business / marketing campaign. Select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours. Manage, plan, specify, lead and report on digital marketing projects. Apply a marketing mix / digital marketing mix to meet customer expectations. Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI). 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. Contribute to business, planning and marketing strategies to recognise and respond quickly to opportunities and customer requirements whilst embracing change. Identify, recognise and understand internal and external business intelligence and factors that may impact future operations. Interpret, communicate and brief internal or external stakeholders on digital business requirements. 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 assignment. Apprentices will be introduced to new terminology, concepts and ideas which will develop their vocabulary and used throughout this module and beyond. 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
Group Size- All Cohort
Virtual Tutorial Café –
Hours 2
Group Size- All Cohort

Planned Off the Job Learning:

Training Plan Activities –
Hours 55
Group Size- 1
Masterclass –
Hours 2
Group Size- 1

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

Hours 227
Group Size- 1

Students are referred to Module Handbook for full details.
Students will individually explore and reflect on the theories and practice of e-commerce, such as page layout and effective product placement to leverage the most effective ways to sell products online. The assessments are designed to support planning and producing work, that acts as reference points for their own professional practice within the workplace. This module introduces learners to developing and critically applying the concepts, principles and theories of marketing relevant to the interdisciplinary topics of digital marketing. And the application of the 4 marketing principles (product, price, place, promotion) and considerations of the business / marketing campaign. Learners will select a variety of appropriate research methodologies, platforms and technologies to synthesise information and apply to the organisation’s digital marketing strategies, drivers and customer behaviours. They will also develop further skills in how to manage, plan, specify, lead and report on digital marketing projects. Corporate governance and mechanisms for financial management and review, as well as corporate financial objectives – formation, benchmarking and performance.

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 6
Credit Value - 30
Pre-Requisites -
Semester(s) Offered - 6AP

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