Award in Digital Strategy

Overview

This level 6 award provides insight into how organisations can implement digital marketing capabilities into strategic marketing planning.

It outlines how an understanding and analysis of the macro- and micro-environments can enable organisations to assess the impact of the digital landscape in delivering objectives and developing strategic recommendations. It recognises how digital marketing mixes can enable organisations to respond with agility to market needs, while examining how the management of digital channels and the application of key digital measures help to achieve business objectives.

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Accredited by the world’s largest institute of Marketing Professionals

This qualification is accredited by the Chartered Institute of Marketing (CIM) who is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911, it has for over a century, defined the marketing professional standards that operate in the UK and is the global champion of best marketing practice.

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of portfolio.

Learning Outcomes

  • Unit 1: Digital disruption
    • Understand the strategic implications of the dynamic digital environment (10%).
    • Generate relevant insights into key emerging themes within the digital marketing environment (20%).
  • Unit 2: Digital planning
    • Develop strategic recommendations in response to the need to acquire, convert and retain customers (20%).
    • Deliver an agile response to changing customer behaviours (20%).
  • Unit 3: Delivering success
    • Know how to manage and optimise key channels and content within a digitally enhanced strategic plan (20%).
    • Apply key digital measures to analyse social, sentiment, search and site behaviour (10%).

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Assessment

Assessment: portfolio

You will need to submit a work-based portfolio which is broken down into three tasks – research, plan and report.

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