Using Digital Channels, Platforms and Social Networks to Deliver Marketing Communications - Advertising Unit Level: Unit Credit Value: 7 GLH: 40

Transcription

1 Unit Code: This unit has 5 learning outcomes. 1. Understand requirements for delivering marketing communications (advertising) 2. Understand key issues relating to using digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising) 1.1. Confirm the objective, budget, creative strategy and response rate for online engagement activity 2.1. Analyse benefits, limitations and differences between online engagement and marketing communications (advertising) 2.2. Explain how online engagement and marketing communications work together 2.3. Analyse the implications of differences between programmes aimed at retention, acquisition and conversion when identifying suitable marketing communications channels and platforms 2.4. Review factors for consideration when balancing added value with the potential for exploiting customer relationships 2.5. Evaluate methods for testing and gauging the likely impact of digital and electronic channels and platforms programmes 1

2 Unit Code: 3. Be able to select digital channels, platforms and social networks for target audience 3.1. Identify how to access specific target audience groups 3.2. Assess the benefits and risks of electronic tools and platforms 3.3. Identify electronic tools and platforms suitable for communication with a target audience 2

3 Unit Code: 4. Be able to set up digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising) 4.1. Create marketing communications (advertising) messages which: (a) Make appropriate use of selected channels and platforms (b) Build audience engagement (c) Convey propositions clearly 4.2. Confirm that the content of messages is: (a) Accurate (b) Justifiable (c) Generates interest in products and services 4.3. Confirm that clear links: (a) Allow recipients to access further relevant information (b) Take relevant action 4.4. Develop and implement responses to negative messages and comments relating to campaigns and associated products and services 4.5. Confirm that content complies with data protection and privacy legislation 4.6. Confirm that activity is: (a) In line with creative strategy (b) Integrates with other associated marketing communications activities 3

4 Unit Code: 4.7. Include response devices with coding to identify the source of responses 4.8. Create data collection and reporting systems to fulfil agreed monitoring and quality assurance requirements 4.9. Liaise with system specialists and marketing communications colleagues as required 5. Be able to implement the use of digital channels, platforms and social networks for target audiences to deliver marketing communications (advertising) 5.1. Deliver a marketing campaign within agreed timescales and budget 5.2 Use digital channels and platforms to amplify reach and facilitate growth of social and online content 5.3.Manage and measure undelivered messages amending related records accordingly

5 Unit Code: ASSESSMENT INFORMATION Specific Requirements for Assessment and delivery of this unit. ASSESSMENT AND DELIVERY INFORMATION Centre devised assessment tasks should be approved by the internal verifier for the course before delivery takes place in order to ensure the assessment is fit for purpose and meets the standards required. Assessment Guidance Learning Outcome Analyse: the learner should think about how what they re trying to achieve with a programme or marketing communication affects the channel/type of communication; if learners are trying to acquire new customers for a specific product/programme, they d choose one channel/type of communication, compared to what they might use if they are trying to keep current customers or convert someone else's customers. Delivery Requirements/Recommendations Assessment tasks will be devised to meet needs of the learning group and to cover all the criteria. 5

6 Unit Code: Owner: Unit Grading Structure Sector Subject Areas (SSA) PASS 9.3 Media and Communication Unit Review Date 31/12/2017 Availability for Use Restricted organisations Assessment Guidance Equivalences Shared open to all AOs to award credit N/A N/A N/A 6