Unit 5: Developing a Digital Marketing Campaign

Level: 3

Unit type: Internal

Guided learning hours: 120

Unit in brief

Learners develop their own digital marketing campaign.

Unit introduction

Digital marketing is used by organisations of all sizes, in all sectors and in all countries. Digital marketing has made it easier for organisations to instantly connect with customers, gain feedback from campaigns and adapt their products to meet customers’ needs.

Customers use digital marketing to discover new products, ask questions, make purchases and share content. As a result, customer behaviour has changed, using different tools such as social media, search engines, online platforms, websites and emails. This has altered the way in which customers interact with organisations, which must adopt digital marketing practices and adapt in order to stay ahead of the competition. This fast-moving environment has been facilitated by new technology and constant access to the internet, although traditional marketing remains valid as not all customers may have access to  digital devices. This means that digital and traditional marketing campaigns should be integrated to ensure consistency.

In this unit, you will develop a digital marketing campaign for a specific organisation based on an assessment of its use of digital marketing. You will then review the effectiveness and potential contribution to the organisation. To complete the assessment task, you will need to draw on your learning from across your programme.

This unit will help you to progress to employment in the digital marketing industry.

It will also help you to move on to further study in higher education or to professional qualifications related to marketing.

Learning aims

In this unit you will:

A Plan and design a digital marketing campaign for a specific product or service

B Develop and test a digital marketing campaign for a specific product or service

C Review the development and effectiveness of a digital marketing campaign.