Digital Marketing

Level 3

Digital Marketing Qualification (Level 3)

Provider: Spark Futures
Funding: Adult Education Budget (AEB)
Qualification Level: Level 3
Duration: 12-16 weeks (depending on learner progress)
Delivery Mode: Blended learning – a mix of classroom-based lessons, online modules, and practical projects
Assessment: Portfolio of evidence, practical digital marketing campaigns, written assignments, and exams
Target Audience: Adults aged 19+ looking to advance their skills in digital marketing, including those who want to pursue a career in marketing, social media management, content creation, or similar roles.

Course Overview:

The Level 3 Digital Marketing Qualification delivered by Spark Futures equips learners with advanced digital marketing knowledge and practical skills to create, manage, and optimize digital marketing campaigns. The course covers essential areas such as search engine optimization (SEO), social media marketing, content creation, email marketing, and data analytics, preparing learners for various digital marketing roles or further progression to higher-level qualifications or employment.

This qualification is designed for learners who have basic marketing knowledge or experience and want to specialize in digital marketing techniques and tools.

Course Structure:

The course consists of eight key modules, each focusing on a critical area of digital marketing, with practical assignments and projects embedded to help learners apply their knowledge in real-world scenarios.

Module 1: Introduction to Digital Marketing

Aim: To provide an overview of digital marketing and its role in modern business, including the various platforms, tools, and strategies used in the field.

Topics Covered:

  1. What is Digital Marketing?
  • Overview of digital marketing channels: search engines, social media, email, and websites
  • Differences between traditional and digital marketing
  1. The Digital Marketing Mix:
  • Introduction to the 7Ps in a digital context (Product, Price, Place, Promotion, People, Process, Physical Evidence)
  1. Key Digital Marketing Platforms:
  • Overview of Google, Facebook, Instagram, LinkedIn, Twitter, and other platforms

Assessment:

  • Written assignment: Compare traditional and digital marketing strategies
  • Quiz: Digital marketing platforms and strategies

Module 2: Search Engine Optimization (SEO)

Aim: To teach learners how to optimize websites to rank higher on search engine results pages (SERPs) and attract more organic traffic.

Topics Covered:

  1. Understanding SEO:
  • How search engines work: crawling, indexing, and ranking
  • Key ranking factors (keywords, backlinks, user experience)
  1. On-Page SEO:
  • Optimizing content, headers, images, and meta tags
  • Improving site speed and mobile responsiveness
  1. Off-Page SEO:
  • Link-building strategies and the role of backlinks
  • Using guest posts and partnerships for SEO
  1. SEO Tools and Techniques:
  • Introduction to tools like Google Analytics, Google Search Console, and SEMrush

Assessment:

  • Practical task: Perform an SEO audit on a website and create an SEO improvement plan
  • Written assignment: Explain key SEO strategies and their impact on search rankings

Module 3: Social Media Marketing

Aim: To provide learners with the skills to create, manage, and analyze social media marketing campaigns across different platforms.

Topics Covered:

  1. Social Media Strategy:
  • Developing a social media marketing plan (goals, target audience, platform selection)
  • Understanding the customer journey on social media
  1. Content Creation for Social Media:
  • Creating engaging and shareable content (images, videos, stories, live streaming)
  • Best practices for content on Facebook, Instagram, LinkedIn, and Twitter
  1. Paid Social Media Advertising:
  • Setting up and optimizing ads on social media platforms (Facebook Ads Manager, LinkedIn Ads)
  • Targeting and retargeting techniques
  1. Social Media Analytics:
  • Tracking key performance indicators (KPIs) and metrics (engagement, reach, conversions)
  • Using tools like Facebook Insights and Hootsuite to analyze social performance

Assessment:

  • Practical task: Create and launch a social media campaign for a brand or business
  • Written assignment: Analyze the results of a social media campaign using analytics tools

Module 4: Content Marketing and Copywriting

Aim: To develop learners’ skills in creating high-quality, engaging content that drives traffic, builds brand awareness, and converts leads into customers.

Topics Covered:

  1. Content Strategy:
  • Defining content marketing objectives (brand awareness, lead generation, customer engagement)
  • Understanding audience personas and content needs
  1. Creating High-Quality Content:
  • Writing compelling blog posts, articles, and social media content
  • Best practices for visuals, videos, and interactive content
  1. Copywriting Techniques:
  • Writing persuasive ad copy, landing page content, and product descriptions
  • Understanding tone of voice, calls to action, and readability
  1. Content Distribution:
  • Distributing content through blogs, social media, and email
  • Using tools to schedule and promote content (e.g., Hootsuite, Buffer)

Assessment:

  • Practical task: Create a content calendar and write blog posts and social media copy for a marketing campaign
  • Written assignment: Evaluate a content marketing strategy and its effectiveness

Module 5: Email Marketing

Aim: To equip learners with the skills to design, execute, and optimize email marketing campaigns that engage subscribers and drive conversions.

Topics Covered:

  1. Email Marketing Basics:
  • Benefits of email marketing in the digital marketing mix
  • Building and managing email lists
  1. Designing Effective Email Campaigns:
  • Writing compelling subject lines and email content
  • Creating visually appealing email templates using tools like Mailchimp and Constant Contact
  1. Segmentation and Personalization:
  • How to segment audiences for targeted email campaigns
  • Using personalization techniques to improve open and click-through rates
  1. Email Analytics:
  • Understanding key email marketing metrics (open rates, click rates, conversion rates)
  • Testing and optimizing emails for better performance

Assessment:

  • Practical task: Design and send an email marketing campaign, then analyze its performance
  • Written assignment: Discuss how segmentation improves email marketing effectiveness

Module 6: Digital Advertising (PPC and Display)

Aim: To teach learners how to create and manage pay-per-click (PPC) and display advertising campaigns to drive traffic and conversions.

Topics Covered:

  1. Introduction to PPC:
  • Understanding PPC advertising and how Google Ads works
  • Setting up and managing campaigns on Google Ads
  1. Keyword Research and Bidding:
  • Using tools like Google Keyword Planner for keyword research
  • Understanding bidding strategies and quality score
  1. Display Advertising:
  • Designing and placing display ads on the Google Display Network (GDN)
  • Best practices for banner ads and ad copy
  1. Tracking and Optimizing PPC Campaigns:
  • Using Google Analytics to track ad performance
  • A/B testing ads and optimizing for better results

Assessment:

  • Practical task: Set up and run a PPC campaign using Google Ads
  • Written assignment: Analyze the effectiveness of a PPC or display advertising campaign

Module 7: Web Analytics and Data-Driven Marketing

Aim: To equip learners with the skills to use web analytics tools to measure the performance of digital marketing campaigns and make data-driven decisions.

Topics Covered:

  1. Introduction to Web Analytics:
  • Understanding the role of web analytics in digital marketing
  • Key metrics and KPIs for digital marketing (traffic, bounce rate, conversions)
  1. Google Analytics:
  • Setting up Google Analytics and tracking website performance
  • Creating custom reports and dashboards
  1. Using Data to Optimize Campaigns:
  • How to use data to inform and improve marketing strategies
  • The role of A/B testing and conversion rate optimization (CRO)

Assessment:

  • Practical task: Analyze website performance using Google Analytics and create a report
  • Written assignment: Discuss how data-driven decisions improve digital marketing success

Module 8: Digital Marketing Strategy and Career Development

Aim: To teach learners how to create a comprehensive digital marketing strategy and prepare for employment in the digital marketing sector.

Topics Covered:

  1. Developing a Digital Marketing Strategy:
  • Aligning digital marketing efforts with business objectives
  • Budgeting, scheduling, and monitoring digital marketing activities
  1. Digital Marketing Tools:
  • Overview of digital marketing tools and platforms (CRM, automation tools, analytics)
  • Selecting the right tools for different campaigns
  1. Career Pathways in Digital Marketing:
  • Exploring job roles in digital marketing (SEO specialist, social media manager, digital marketing executive)
  • CV writing, portfolio building, and interview preparation for digital marketing roles

Assessment:

  • Final project: Develop a full digital marketing strategy for a business or organization
  • Written assignment: Outline potential career pathways and the skills required in digital marketing

Employability and Career Support:

Throughout the course, learners will receive employability support, including:

  • CV writing and portfolio development for digital marketing roles.
  • Mock interviews to prepare for job opportunities in the digital marketing field.
  • Job search assistance through Spark Futures’ partnerships with local businesses.

Entry Requirements:

  • Level 3 Qualification: Learners should have basic digital skills and a foundational understanding of marketing, ideally having completed a Level 2 qualification in a related field or with relevant experience.