Digital Marketing

Level 2

Digital Marketing Qualification (Level 2)

Provider: Spark Futures
Funding: Adult Education Budget (AEB)
Qualification Level: Level 2
Duration: 12-16 weeks (flexible depending on learner needs)
Delivery Mode: Blended learning – classroom-based lessons, online tutorials, and practical projects
Assessment: Portfolio of evidence, practical assessments, and written assignments
Target Audience: Adults aged 19+ interested in starting a career in digital marketing or advancing their knowledge in the field

Course Overview:

The Level 2 Digital Marketing Qualification delivered by Spark Futures is designed to provide learners with the essential skills, knowledge, and understanding required to enter the digital marketing industry. Funded by the Adult Education Budget (AEB), this course covers key aspects of digital marketing, including social media management, SEO, content creation, email marketing, and data analytics.

The course is ideal for individuals looking to develop practical, job-ready skills in digital marketing and gain the confidence to pursue roles such as Digital Marketing Assistant, Social Media Coordinator, or Content Creator.

Course Structure:

The course is structured to ensure learners gain both theoretical knowledge and practical experience across key areas of digital marketing. Learners will work through core modules that develop their skills in campaign planning, online engagement, and performance tracking.

Module 1: Digital Marketing Principles

Aim: To introduce learners to the key concepts of digital marketing and the role it plays in modern business.

Topics Covered:

  1. Introduction to Digital Marketing:
  • Overview of digital marketing and its importance in today’s world
  • Understanding the digital marketing funnel (awareness, consideration, conversion)
  • Key channels: social media, websites, email, SEO, and paid advertising
  1. Understanding the Digital Customer:
  • Targeting audiences through segmentation and personas
  • Customer journey mapping and user behavior insights
  1. Digital Marketing Strategy:
  • Developing a digital marketing plan aligned with business goals
  • Multi-channel strategies and integration

Assessment:

  • Written assignment on developing a basic digital marketing strategy
  • Quiz on key digital marketing concepts

Module 2: Social Media Marketing

Aim: To equip learners with practical skills in social media marketing, content creation, and engagement strategies.

Topics Covered:

  1. Social Media Platforms:
  • Overview of key platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok
  • Understanding platform-specific audience behavior and content formats
  1. Creating Engaging Content:
  • Crafting effective social media posts (text, images, video)
  • Use of design tools (e.g., Canva) to create branded visuals
  • Writing for social media: captions, hashtags, and calls-to-action (CTAs)
  1. Social Media Advertising:
  • Introduction to Facebook Ads and Instagram Ads
  • Creating and running paid social campaigns
  • Understanding budgeting, targeting, and ad performance metrics
  1. Analytics and Performance Tracking:
  • Using platform analytics (Facebook Insights, Instagram Analytics)
  • Measuring success: engagement rates, reach, impressions, and conversions

Assessment:

  • Practical project: Create and execute a social media campaign
  • Portfolio: Collection of social media content and performance analysis

Module 3: Search Engine Optimization (SEO)

Aim: To provide learners with the knowledge and skills to improve website visibility on search engines through SEO techniques.

Topics Covered:

  1. Introduction to SEO:
  • Understanding how search engines work (Google, Bing)
  • Key SEO concepts: on-page SEO, off-page SEO, technical SEO
  1. Keyword Research:
  • Conducting keyword research using free tools (e.g., Google Keyword Planner)
  • Identifying keywords with high search volume and low competition
  1. On-Page Optimization:
  • Optimizing website content for SEO: meta tags, headings, keywords, image alt text
  • Writing SEO-friendly blog posts and web copy
  1. Off-Page SEO and Link Building:
  • Importance of backlinks and building domain authority
  • Introduction to outreach strategies for link building
  1. Tracking SEO Performance:
  • Using Google Search Console and Google Analytics to monitor website performance
  • Understanding key metrics: organic traffic, bounce rate, session duration

Assessment:

  • Practical task: Conduct keyword research and create SEO-optimized content
  • Written assignment on SEO strategies

Module 4: Content Marketing and Blogging

Aim: To develop learners’ skills in content creation and management for digital platforms, with a focus on blogging and written content.

Topics Covered:

  1. Introduction to Content Marketing:
  • Understanding the role of content in digital marketing
  • Creating content that informs, educates, and engages
  1. Blog Writing Essentials:
  • Structuring blog posts: headlines, subheadings, body, and CTAs
  • Writing for different audiences and purposes
  • Optimizing blog content for SEO
  1. Content Distribution:
  • Promoting blog posts through social media, email, and SEO
  • Content repurposing across multiple channels
  1. Content Planning and Editorial Calendars:
  • Creating a content calendar to plan and schedule posts
  • Aligning content with business goals and marketing campaigns

Assessment:

  • Portfolio of blog posts or long-form content pieces
  • Content marketing plan for a small business

Module 5: Email Marketing

Aim: To introduce learners to the fundamentals of email marketing, including campaign creation and performance tracking.

Topics Covered:

  1. Email Marketing Platforms:
  • Overview of popular platforms: Mailchimp, Sendinblue, etc.
  • Setting up email lists and segments
  1. Creating Effective Email Campaigns:
  • Writing engaging email copy and subject lines
  • Designing email templates with responsive designs
  • Using calls-to-action (CTAs) to drive conversions
  1. Email Automation:
  • Setting up automated email sequences (welcome series, drip campaigns)
  • Personalization and targeting in email marketing
  1. Email Marketing Analytics:
  • Tracking email performance: open rates, click-through rates, conversion rates
  • A/B testing and optimizing email campaigns

Assessment:

  • Practical task: Create and run an email marketing campaign
  • Portfolio of email marketing examples and analytics report

Module 6: Data Analytics in Digital Marketing

Aim: To provide learners with the skills to interpret and use data to improve marketing performance.

Topics Covered:

  1. Introduction to Google Analytics:
  • Setting up Google Analytics on a website
  • Understanding key metrics: users, sessions, bounce rate, traffic sources
  1. Tracking Conversions and Goals:
  • Setting up conversion goals in Google Analytics
  • Understanding funnels and user flow
  1. Campaign Performance Analysis:
  • Analyzing the effectiveness of digital marketing campaigns
  • Using data to make informed marketing decisions
  1. Reporting and Presenting Data:
  • Creating marketing reports for stakeholders
  • Presenting key findings and insights

Assessment:

  • Practical task: Set up Google Analytics and produce a performance report
  • Written assignment on data-driven decision-making in digital marketing

Employability and Career Support:

Throughout the course, learners will receive support in developing key employability skills, including:

  • CV Writing and Job Search Skills: Tailored advice for digital marketing roles
  • Interview Preparation: Mock interviews and techniques to secure digital marketing positions
  • Freelancing and Portfolio Building: Guidance on starting a career as a freelance digital marketer

Entry Requirements:

  • Level 2 Qualification: Some prior knowledge or experience in digital marketing is beneficial, but not required. Learners should have basic digital literacy skills (ability to use computers and the internet effectively).

Progression Pathways:

Upon completing the Level 2 qualification, learners can:

  • Progress to Level 3 Digital Marketing Apprenticeships or higher education courses in digital marketing or related fields.
  • Pursue entry-level roles such as Digital Marketing Assistant, Social Media Coordinator, Content Creator, or Email Marketing Assistant.

Support and Guidance:

  • Dedicated tutors to support learners at every stage of the course.
  • Career advice and job placement support through Spark Futures’ network of industry contacts.

Contact Details:
For more information or to apply for the Digital Marketing Level 2 Qualification, contact Spark Futures at [insert contact details].