Certificate Awarding Organisation
City & Guilds
Guided Learning Hours
Who is this qualification for?
These qualifications are aimed at learners entering the Digital Marketing sector as well as those already working in these areas who are looking to renew their skills with formal training
What does this qualification cover?
Digital marketing involves the use of digital media to attract and engage with current and potential customers. Examples include online advertising, email marketing, and search engine optimisation. The rich data generated enables detailed analysis of
successful strategies, requiring analytical and creative skills beyond those demanded in traditional marketing and advertising. Each qualification offers clear pathways and optional groups to support learners on their journey into the sector.
Which opportunities for probation are there?
Learners can progress onto a variety of level 4 qualifications from IT and marketing to business and digital marketing. This can also lead to Employment and higher-level training or degrees.
Units (Note: Not all the optional units are included in the table)
|207||Understanding the business environment||This covers analysing how the business environment shapes activities and decisions, evaluating the impact of legal, economic, ethical and resource factors on objectives, and understanding stakeholder perspectives.|
|208||Understand legal, regulatory and ethical requirements in sales and marketing||This covers laws, regulations and codes of practice governing sales and marketing, including consumer protection, advertising codes, data protection, and health and safety requirements.|
|320||Principles of marketing and evaluation||This introduces marketing principles, concepts and techniques, including analysing markets, positioning, segmentation, and the marketing mix. It also covers setting marketing objectives and evaluation methodologies.|
|322||Digital marketing metrics and analytics||This covers using analytics tools to gather performance data, interpreting metrics and reports to gain insights, and applying findings to optimise digital marketing campaigns across channels.|
|304||Using collaborative technologies||This focuses on selecting and using remote collaborative technologies for communication and managing projects, including for online meetings, instant messaging, document sharing, and project management.|
|334||Delivering e-commerce solutions||This covers e-commerce models, technologies, security, payments, and delivery. Learners create plans for e-commerce solutions, build a store, and review performance.|
|301||Principles of social media within a business||This introduces using social media for business, including developing a strategy, presence, content, and measuring effectiveness on platforms like Facebook, Twitter and LinkedIn.|
|302||Principles of keywords and optimisation||This covers how search engines work, how to identify relevant keywords for your target audience, and how to optimise your website and content for those keywords. You will also learn about other important SEO factors, such as link-building and technical SEO.|
|323||Search engine marketing||This covers search marketing techniques including SEO, paid search, and PPC. Learners run campaigns, control bids, measure results, and optimise performance.|
|326||Online Display Advertising||This covers types of display advertising, planning and creating campaigns, publishing ads, and evaluating performance using metrics and analytics.|
|327||Email Marketing||This covers using email marketing, including managing mailing lists, creating and sending campaigns, tracking performance metrics, and improving open and click-through rates.|
|305||Content management system website creation||This covers planning, creating, publishing, and maintaining websites using content management systems like WordPress along with adding features like contact forms.|
|311||Website software||This focuses on using website software to develop, test, publish and maintain effective websites, including editing code, creating forms, and troubleshooting issues.|
|321||Develop own professionalism||This develops professional, responsible attitudes and behaviours for work including time management, problem-solving, communication, integrity, environmental awareness, and ethical business practices.|