Digital marketing: Level 4

Appraises factors that influence online marketing activity, carries out market research, and identifies unique selling points and key messages. Investigates and analyses customer and competitor dynamics and uses appropriate channels and technologies for target marketing and engagement. Recognises and uses the similarities and differences between online and traditional marketing concepts and applications, providing advice on channel methodology, effectiveness and implementation. Makes creative use of elements relevant to both digital and traditional environments, and drafts appropriate support materials. Analyses the effectiveness of campaigns and services and their impact on audience behaviour and business outcomes. Organises and participates actively in marketing events.