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Understand how to plan the use of digital media for a specific message, audience and recipients

Unit 17: Communicating Using Digital Marketing/Sales Channels

Unit code: T/502/8624
QCF level: 3
Credit value: 4
Guided learning hours: 26

Unit aim

The aim of this unit is to educate the learner in making use of digital marketing and sales channels to communicate messages to target audiences. Learners will go through the process of planning how best to deliver the message, through to research to check it has had the necessary impact.

Competency unit assessment guidance

This unit should be assessed predominantly in the workplace. Please see Annexe E. Observation, witness testimony, questioning, professional discussion, written and product evidence are all sources of evidence which can be used.

Unit introduction

  • Marketing professionals are expected to develop marketing communications strategies using digital media which have been tailored to the needs of specific customer groups.
  • In this unit learners will examine the planning process that underpins the development of communication activities using digital media. They will explore different methods of selecting groups of customers to target giving appropriate consideration to their response to different forms of communication. The planning process will be informed by the different software packages available to present marketing information and the requirements of using a range of digital technologies in marketing communications activity.
  • Learners will explore the role of objectives in planning the use of digital communication channels, reflecting on the role of specific KPIs in planning. They will look at how target customers are selected and how marketing professionals obtain the data needed to communicate with the public, showing a critical awareness of the appropriateness of different channels to specific target groups. Their proposals will be examined in the context of the needs of their employer and the extent to which they are likely to engage the interests of customers.
  • Many millions of ‘spam’ messages are sent out every year leading members of the public and internet service givers to apply powerful spam filters to their email systems. Learners will examine the techniques that can be applied to the construction of messages to limit the chances of non-delivery. They will gain practical experience of composing and sending electronic communication, in line with a defined plan, measuring both successful messages and those which are undeliverable to inform future planning.
  • Finally, they will consider the extent to which their plans are successful, defining clear success criteria for communications activity and evaluating their work against these criteria.

Learning outcomes and assessment criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria determine the standard required to achieve the unit.

On completion of this unit a learner should:

Learning outcomes

Assessment criteria

1    Understand how to plan the use of digital media for a specific message, audience and recipients

1.1    Explain the selection of the organisation’s targeted customers

1.2    Describe expected target audience responses to different electronic media communication methods

1.3    Describe the characteristics, advantages and disadvantages of different software packages for presenting marketing information

1.4    Explain the requirements of using multiple digital marketing technologies

2    Be able to plan the use of digital media for a specific message, audience and recipients

2.1    Confirm the sales and marketing objectives for the digital communication, including response rates and sales generated return on investment

2.2    Identify the criteria to be used in selecting recipients in target audience

2.3    Source and acquire targeted lists and databases of recipients in accordance with the plan

2.4    Confirm the range of electronic media best suited to communicating to the target audience in line with the sales and marketing objectives

2.5    Agree with appropriate people the marketing communications message designed to engage the customer and which is appropriate for the media selected


Learning outcomes

Assessment criteria

3    Be able to check the digital message can be accessed and/or delivered

3.1    Check any links, keywords, and supporting attachments allow access by recipients to further information

3.2    Identify any risks that the message might be labelled as ‘spam’ and take action to minimise such risks

3.3    Enable click-through tracking in digital messages in accordance with the plan

3.4    Send messages to targeted customers in accordance with the plan

3.5    Set up reporting system for ‘undeliverables’ in accordance with organisational procedures

4    Be able to monitor and evaluate the response to digital activity and take any corrective action

4.1    Record undelivered messages in accordance with reporting system

4.2    Identify repeat communications requirements in line with the sales and marketing objectives

4.3    Monitor and evaluate the responses to digital marketing against agreed criteria

4.4    Report the findings of the evaluation in accordance with organisational procedures


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