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Generic description:
Understands the fundamental principles of digital marketing. Distinguishes between the traditional and digital approaches. Appreciates the range of channels available. Assesses the effectiveness of the various approaches and applies rigorous measurement techniques. Plans a coherent strategy using the most effective means available. Understands the data protection and privacy issues involved in the implementation of the marketing strategy.
Competence area: e-CF area D. Enable
Proficiency levels:
| e-CF level | Description | Profiles (CWA16458) |
|---|---|---|
| 2 | Understands and applies digital marketing tactics to develop an integrated and effective digital marketing plan using different digital marketing areas such as search, display, e-mail, social media and mobile marketing. | Digital media specialist |
| 3 | Exploits specialist knowledge to utilise analytical tools and assess the effectiveness of websites in terms of technical performance and download speed. Evaluates the user engagement by the application of a wide range of analytical reports. Knows the legal implications of the approaches adopted. | |
| 4 | Provides leadership and takes responsibility for, developing and maintaining overall plans. |
Knowledge examples (Knows /aware of/ Familiar with:)
- K1 marketing strategy
- K2 web technologies
- K3 search engine marketing (PPC)
- K4 search engine optimization (SEO)
- K5 mobile marketing (e.g. Pay Per Click)
- K6 social media marketing
- K7 e-mail marketing
- K8 display marketing
- K9 legal issues / requirements
Skill examples (Able to:)
S1 understand how web technology can be used for marketing purposes
S2 understand User Centric Marketing
S3 use and interpret web analytics
S4 understand the on-line environment
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