Unit 1 - Project Management
1. Explain the stages of the project lifecycle and how they apply to social media for ecommerce projects
Answer must include:
∙Conception
∙Definition and Planning
∙Launch
∙Closure and Evaluation
2. Describe key concepts, issues and risks when managing social media for ecommerce projects.
Key concepts must be based on a project. Answer must include:
∙Costs/budget
∙Timescales/milestones/deadlines
∙Reviews
∙Inclusion of Project Management Tools
3. Compare the characteristics of different project management methodologies used by organisations.
Answer must include:
∙PRINCE2
∙RAD
∙Waterfall
∙Agile
4. Produce a project specification for a social media for ecommerce project.
PRACTICAL ASSESSMENT – Create a Project Specification–
Create a project specification to create a CMS website.
Must include:
∙Reason for the project
∙Timescale/Milestones
∙Budget
∙Risks and risk mitigation
∙Stakeholders
∙Aims and Objectives
∙Constraints
∙Consideration of other options
∙Review dates
∙Project management tool to be included
5. Use project management software to plan a social media for ecommerce project.
PRACTICAL ASSESSMENT – Project Management Tool–
Use a minimum of 1 project management tool to plan the project to create a CMS website.
Must include:
∙Aims and Objectives
∙Timescale/Milestones/Checkpoints
∙Regular Review Dates
6. Use project management software to monitor a project plan and track progress against the plan.
PRACTICAL ASSESSMENT – Project Management Tool–
Update project management tools used in Q5 to monitor the project to create a CMS website.
Must include updates on:
∙Aims and Objectives
∙Timescale/Milestones/Checkpoints
∙Regular Review Dates
∙Evaluation so far/any amendments made
7. Carry out a post-project review to determine project outcomes.
PRACTICAL ASSESSMENT – Project Management Tool
Update project management tools used in Q5 to finalise the project to create a CMS website.
Must include updates on:
∙Aims and Objectives
∙Timescale/Milestones/Checkpoints
∙Regular Review Dates
∙Evaluation – what went well, what didn’t go well, what you could improve next time.
∙Feedback – create a google form to obtain feedback of website – upload results (peer feedback or family/friends)
Unit 2 - Marketing Digital
1. Explain different business markets and the characteristics of digital marketing.
Answer must include:
∙B2B/B2C
∙Physical/non-physical
∙Virtual/Online
∙Market Reach – Mass and Niche
∙Characteristics of digital marketing –
oAutomation
oCloud Technology
oAlgorithms and personalisation
oReal-time and Pace
oCost
oGeographical
oData
2 - Compare digital marketing strategies and the factors that affect them.
Answer must include:
∙SEM
∙SEO
∙PPC
∙SMM
∙Content
∙Influencer/Affiliate
∙Radio/TV/Mobile
∙Factors –
oTarget Market
oBudget
oProduct
oTime
3 - Explain trends that impact on digital marketing.
Answer must include:
∙Technology developments and growth
∙Access and usage of the internet, including users
∙Demand for information
∙Different devices & applications e.g. phones, laptops, TV’s, gaming, etc.
4 - Explain marketing objectives and how they help an organisation to achieve its goals.
Answer must include:
∙Sales Revenue Growth
∙Brand Awareness
∙Product Development
∙Digital Engagement and Website Traffic
∙Attract new customers and retain existing customers
∙Organisational use: identify gaps in the market, consumer habits, updating content and planning campaigns.
5 - Explain different sources of digital information and how it can be used by organisations to inform decision making.
Answer must include:
∙Customer Reviews
∙Social Media interactions and conversations
∙Websites – comparison, company, statistics
∙Web Crawlers and Quality Scores
6 - Compare the benefits and limitations of different types of digital media.
Answer must include:
∙Paid Media
∙Earned media
∙Owned media
7 - Compare different digital marketing channels and the factors to consider when deciding on an appropriate channel.
Answer must include:
∙Websites
∙SEO
∙SEM
∙Organic and Paid
∙Social Media
∙Emails
∙Factors to consider:
oTarget market
oAccessibility of information
oCustomer communication and speed
oBrand Image
oCost
oCompetitors
8 - Explain how the marketing mix applies to digital marketing.
Answer must include:
∙4 P’s and explanation for each on how they relate to digital marketing
9 - Explain the benefits and limitations of push and pull marketing techniques.
Answer must include:
∙Push Techniques – Benefits and Limitations
∙Pull Techniques – Benefits and Limitations
10 - Explain how and why organisations measure outcomes of digital marketing activities and the metrics and performance indicators they use.
Answer must include:
∙Reasons for Measuring
∙Tools for Monitoring
∙Key Metrics
∙KPI’s
Unit 3 – Content Management Systems
1. Explain the purpose of CMS in organisations.
Answer must include:
∙Brief Description of a CMS and why an organisation has one.
2. Explain the features and functions of CMS software.
Answer must include:
∙Features – SEO friendly, server side, content hierarchy
∙Functions – file manager, easy to use, works as expected, customisable templates
∙Advantages and Disadvantages
3. Compare different CMS software and hosting options.
Answer must include:
∙Compare different CMS software – minimum 3
∙Hosting Options – minimum 2
4. Explain the importance of web accessibility legislation and guidelines when creating and managing digital content.
Answer must include:
∙Laws, guidelines and constraints: accessibility standards, copyright, plagiarism, data protection.
5. Explain how to modify a website to make it accessible.
Answer must include:
∙Accessibility guidelines:
oCSS
oColours
oALT Tags
oSound
oVideo
oTabbed navigation
oAudio CAPTCHA
6. Plan the content and layout for a CMS website.
PRACTICAL ASSESSMENT – Planning Document –
Complete a planning document to create a CMS website.
Content and Layout – Must include:
∙Text – body/headings
∙Images – Photographs/Animations/Video
∙Social Network Links
∙Blog
∙Pages
Must also include:
∙Keywords
∙Image of template
∙Types of content and the file types
∙Header/Footer
7. Customise a website template and insert planned content.
PRACTICAL ASSESSMENT – CMS Website –
Create a CMS website.
Must include:
∙Live Link to Website
∙Description of meta-tags
8. Use tools and techniques to add features.
PRACTICAL ASSESSMENT – Add-ons/Plug-Ins –
Must include:
∙Photo of Add-ons/Plug-Ins from dashboard
9. Test the website and use findings to improve accessibility.
Answer must include:
∙Viewing from different devices
∙Checking links
∙Testing multimedia and interactive elements
10. Explain the importance of measuring website traffic and the impact of ‘bounce rate’.
Answer must include:
∙Description of why we measure website traffic and bounce rate
11. Compare methods of measuring the return on investment (ROI) of a website
Answer must include:
∙Methods of Measuring – hits, number of downloads, calls, emails, shares or visits
∙Information to analyse – bounce rate, unique visitors, hits, referral sites
12. Use analytic tools to monitor website traffic.
Answer must include:
∙Description of tool used and findings
∙Include photo evidence of analytics tool used
13. Use analytical data to identify improvements to a website.
Answer must include:
∙Using the previous data, describe how to improve traffic to the website
Unit 4 - Content Marketing
1. Describe content marketing methods.
Answer must include:
∙Brief Description of a CMS and why an organisation has one.
2. Explain how content marketing is used in business.
Answer must include:
∙Description of why and how businesses use content marketing
3. Develop content marketing ideas for use in a campaign.
PRACTICAL
ASSESSMENT – Blog Planning –
Create a plan for three blog post
Must include:
∙Blog title and Topic
∙Keywords to be used (Keyword Research Tool Evidence?)
4. Explain the factors to consider when creating content for different marketing purposes.
Answer must include:
∙Aims and Objectives
∙Target Audience
∙Available resources and skills
∙Time and Budget
∙Legal and ethical
5. Summarise the legal and ethical issues when creating content for marketing.
Answer must include:
∙Legal requirements: copyright, product descriptions, data protection, trademarks, deceptive advertising, spam
∙Ethical Issues: opt in and out, permissions, appropriateness, tracking
6. Explain how technology impacts on the choice of content, platform and channel.
Answer must include:
∙Different devices
∙File types and sizes
∙Data rates and network speed
∙End-user hardware
∙Cross platform compatibility
7. Explain how search engine optimisation (SEO) is achieved for content marketing.
Answer must include:
∙Metadata and keywords
8. Evaluate different types of data that can be used to measure success. Answer must include:
∙Data such as page statistics, impressions, views, CTR, bounce rate, metrics
9. Generate content and create for a website content marketing campaign in line with requirements.
PRACTICAL ASSESSMENT – Blog –
Create a blog post – add live link
Must include:
∙Title
∙Image
∙Text – minimum 700 words
∙Incorporated keywords
10. Apply SEO to improve website traffic.
Answer must include:
∙Description oh why blog topic was chosen, how keywords have been placed, how metadata has been added, what keyword research has been completed, how it maintains brand image, and accessibility considerations.
11. Use reporting tools to measure the success of a content marketing campaign.
Share blog post with family, friends, on social media, or to the class group to generate data.
Answer must include:
∙Evidence of report tool (dashboard results?)
∙Explanation of findings
12. Evaluate the success of a content marketing campaign against requirements.
Answer must include:
∙Evaluation of blog campaign from Q11 results, including what went well, what could have better, and what you would change next time.
Unit 5 – Social Media Marketing
1. Explain the use of social media in digital marketing campaigns.
Answer must include:
∙Awareness
∙Customers – new and old
∙Website traffic
∙Brand perception
2. Explain the factors to consider when creating social media marketing campaigns.
Answer must include:
∙Targeted to audience and the appropriate social media platform
∙Appropriate CTA
∙Time and Budget
∙The content type and design
∙Multi-channel marketing
∙Analytics
3. Explain the importance of identifying and measuring outcomes from marketing campaigns.
Answer must include:
∙Reviewing, adapting and improving marketing activities
∙Budget
4. Explain tools for monitoring and measuring social media marketing campaigns.
Answer must include:
∙Tools for monitoring
∙Key Metrics
∙KPI’s
5. Plan a social media marketing campaign to meet Organisational goals in line with requirements.
PRACTICAL ASSESSMENT
Task: For your business, your latest goal is to grow your website subscribers. To do this, you are offering a discount code upon subscription, and are promoting this on social media.
Must include:
∙Detailed Plan (template?)
∙Social Media Calendar for minimum of two platforms
6. Select and justify appropriate channels and digital media for a social media marketing campaign.
Answer must include:
∙Explanation of why you have chosen the particular social media platforms
∙How you can use owned, paid and earned media
7. Create and implement a social media marketing campaign.
PRACTICAL ASSESSMENT
Task: Create social media content to promote your goal in Q5. Add a subscribe section to your website, and create an automated email to be sent upon new subscriptions.
Your submission must include:
∙Live link to your subscription option
∙Social media content
∙Automated email
8. Add tracking tools to measure the success of a social media marking campaign.
Your answer must include:
∙Tracking emails received and opened
∙Tracking subscriptions
∙Tracking social media analytics for social media post
9. Select data to determine the success a social media marketing campaign and provide recommendations for improvement.
Your answer must include:
∙Explanation of the data used
∙Recommendations to improve once the data is reviewed
10. Explain the challenges in digital marketing and how they impact on social media marketing activities.
Your answer must include:
∙Tracking emails received and opened
∙Tracking subscriptions
11. Explain legal and ethical issues relating to social media marketing campaigns.
Answer must include:
∙Legal requirements: copyright, product descriptions, data protection, trademarks, deceptive advertising, spam
∙Ethical Issues: opt in and out, permissions, appropriateness, tracking
Unit 6 – Metrics and Analytics
1. Explain the stages of the sales funnel.
Answer must include:
∙Awareness, Education, Repertoire, Consideration, Purchase
∙Or AIDA
2. Explain the different factors that impact on sales funnel conversion rates.
Answer must include:
∙Customer Life Cycle
∙Quantity and Quality of Marketing activities
3. Explain the customer experience during different stages of the sales journey and the types of data generated.
Answer must include:
∙Customer experience at each stage
∙The data generated at each stage
4. Explain the types of data required to evaluate success in relation to Key Performance Indicators (KPIs).
Answer must include:
∙Explanation for KPI’s, such as ROI, CPA, sales, retention, satisfaction, engagement, brand awareness, trends.
5. Compare software tools for tracking and viewing data.
Answer must include:
∙Tools for tracking data – cookies and tracking pixels/codes
∙Tools for viewing data – analytic platforms, dashboards, and aggregators.
6. Explain the key features of analytics software.
Answer must include:
∙Explanation on key features such as data processing, intuitive interface, flexible, user friendly, predictive, filtering, sorting, reporting and security.
7. Analyse digital marketing campaign data for insights and trends.
Answer must include:
∙Explanation on how we can use data to find insights and trends, such as time, bounce rate, engagement.
∙Include examples
8. Suggest and justify methods to optimise a digital marketing campaign.
Answer must include:
∙Describe methods that can be used to optimise a digital marketing campaign and why you have chosen them.
∙Include examples
Unit 7 – Digital Graphics and Animation
1. Evaluate the uses and applications of digital graphics and animation for different purposes.
Answer must include:
∙Education
∙Entertainment
∙Marketing and advertising
∙Visual, creative arts and gaming
∙simulations
2. Explain the processes and techniques used to produce, store and represent graphics and animation in digital format.
Answer must include a detailed description that includes:
∙Raster Images
∙Vector Images
∙Bit Depth
∙Optimising
∙2D and 3D animation
3. Generate ideas for digital graphics and animation, taking into account legal and ethical guidelines.
Create a brainstorm/mood board of inspiration for your brand guidelines Can legal and ethical guidelines be cross-referenced?
4. Create design documentation for digital graphics and animation to meet requirements.
Create a brand guidelines document
Must include:
∙Requirements of brief
∙Target Audience
∙Purpose and Requirements
∙Logo/Fonts/Colour Palettes
∙Elements/Graphics/Images
∙File saving types and location
5. Refine designs in response to feedback.
Obtain feedback from your peers and make the relevant amendments. Must include:
∙Explanation of the feedback and the changes you made PRACTICAL ASSESSMENT – Brand Guidelines Review –
6. Develop digital graphics and animation in line with guidelines and requirements.
PRACTICAL ASSESSMENT – Content Creation –
Create a form (or 2, a still and an animated one?) of content of your choice to match your brand guidelines.
∙(Make a note of the processes, stages and alterations you have made for the next question)
7. Document digital graphics and animation processes and techniques used during development.
Answer must include a detailed description that includes:
∙Processes/editing/cropping/colour/opacity
∙Animated – duration/transitions/frames
∙Tools used
∙Compression and file size
∙File names and types
3.3 Review the quality of digital graphics and animation against requirements.
Answer must include:
∙Description of quality
∙What went well
∙What you would change/improve