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Level: 3
Unit type: Internal
Guided learning hours: 60
Unit in brief
Learners select their own organisation to explore the use of digital marketing, how this has evolved over time and the different tools and content options that are used to target a key customer segment.
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.
In this unit, you will understand the key concepts associated with digital marketing, including the impact of digital marketing and the effects on customers and the effective use of digital marketing tools and content.
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 Explore the evolving nature of marketing activities over time
B Explore the use of digital marketing tools to target key customer segments
C Review different content options for the development of digital marketing tools.
Assessment criteria
Pass Merit Distinction
Learning aim A: Explore the evolving nature of marketing activities over time
A.D1 Evaluate the impact of evolving digital technology and social media on marketing activities, including how this has changed the behaviour of the target key customer segment in a selected organisation.
A.P1 Explain how marketing activities have changed as a result of evolving digital technology over time in a selected organisation.
A.P2 Describe how evolving digital technology, including social media, has changed the behaviour of the target key customer segment in a selected organisation.
A.M1 Assess the impact of evolving digital technology and social media, on marketing activities, including how this has changed the behaviour of the target key customer segment in a selected organisation.
Learning aim B: Explore the use of digital marketing tools to target key customer segments
B.P3 Describe how digital marketing tools could be used to target a key customer segment in a selected organisation.
B.P4 Describe the advantages and disadvantages of the digital marketing tools used to target a key customer segment in a selected organisation.
B.M2 Analyse how digital marketing tools could be used to target a key customer segment in a selected organisation.
BC.D2 Evaluate different content options and the use of digital tools to target a key customer segment.
Learning aim C: Review different content options for the development of digital marketing tools
C.P5 Explain how different content options could be developed for use within the digital marketing tools used to target a key customer segment in a selected organisation.
C.P6 Describe the steps involved in developing the different content options that could be used within the digital marketing tools used to target a key customer segment in a selected organisation.
C.M3 Assess the different content options, including the steps involved in developing these, for use within the digital marketing tools used to target a key customer segment in a selected organisation.
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