Gateway Qualifications Level 2 Award in Digital Marketing

• Digital marketing approaches: (e.g. online, email, social media, Pay Per Click, video, audio, infographics, public relations).
• Products: (e.g. information based, entertainment, advertising, promotional, educational, commercial) campaigns aimed at retention, acquisition and conversion.
• Search Engine Optimisation: SEO, PPC, Display, Email, Social, Affiliate, Mobile, customer reach, customer acquisition. Meta tags, links to others, analytical tools, budget.

Assessment Criteria

• 1.1 Describe digital marketing approaches used to target customers in different sectors.
• 1.2 Explain the importance of Search Engine Optimisation (SEO) in digital marketing.

Technologies for different marketing campaigns:

• CRM systems, search engines, email, social networks
• Legal aspects, data storage, encryption, opting in/out, repositioning, validity and reliability

Planning a digital media campaign:

• (e.g. copy and images, sound, video content, house style, audience, message, slogan, suitability, location, platform, effective message, marketing to social networking sites).

Market research

• Market analysis – product/service, brand awareness, increase sales, customer retention, cost per lead, conversation rate, digital KPIs, audience segmentation, needs, media preferences.
• Value proposition - informational and geographical needs, digital behaviours, digital channels.

Assessment Criteria

• 2.1 Outline how different technologies are used in digital marketing campaigns.
• 2.2 Explain the importance of market research in planning a digital marketing campaign.

• Proposal: Message, links to client brief, legal requirements, digital channel strategy, audience segmentation
• Justifying the strategies: Learners will explain (annotate, verbally discuss / present) the strengths and weakness of the use of mixed media and how this meets the design brief (e.g. initial intentions, design brief challenges and constraints, meeting deadlines, digital channel strategy, audience segmentation, legal requirements, message).

Assessment Criteria

• 3.1 Identify suitable strategies, using channel(s) appropriate to the company, product or service and a specific audience.

AC 4.1:

• Current UK legislation that applies to different IT systems and data.
• The principles and requirements of the data protection legislation (The Data Protection Act, 2018, GDPR) and its impact on organisations, IT systems and data.
• Computer Misuse Act 1990, its definitions of illegal practices and the impact it has on organisations, IT systems and data.
• Other legislation could include: Official Secrets Act 1989, The Privacy and Electronic Communications Regulations 2003.
• Learners need to be aware IT policies will vary from organisation to organisation but will include procedures that cover the following:
• Organisation policies (Acceptable Use Policy): internet and email use, security and password procedures (system making you change password frequently) staff responsibilities for the use of IT systems, staff IT security training.
• Backup procedure and policies (advantages and disadvantages and purposes): frequency, media, planned, automated and manual, type (full, differential and incremental), on-site/off-site/cloud.
• Data protection and disaster recovery policy.

AC 4.2:

• Ethical conduct could include: adherence to organisational IT policies and procedures, maintaining confidentiality, adherence to applicable laws, promoting information security, refraining from conflicts of interest.
• Unethical conduct could include: sabotage, disclosing or misusing confidential information, maliciously injuring the reputation or prospects of an individual or organisation.

Assessment Criteria

• 4.1 Summarise the legal requirements and IT security policies and procedures that exist to protect IT systems and data.
• 4.2 Explain ethical and unethical conduct when using IT systems.