Course Summary

The Level 4 Diploma assesses learners to ensure they understand digital marketing and its current methodology, practice and tools. The diploma includes units to cover a range of knowledge and competence skills to fully understand the capability and requirements of digital marketing today.


Programme Duration

18 Months

Training Duration

7 Weeks

Training Method

Smart Classroom

Training Schedule

6-8 Weeks

Unit 1

This unit is delivered over 5 days through the SMART Classroom.

This course will develop an understanding of both ethical and legal consideration of digital marketing and how these affect digital marketing activities.

  • Understanding of how marketing strategies are developed and turned into marketing plans
  • Understanding of market segmentation and how digital marketing refines the definition of market segments
  • Understanding of digital marketing techniques to determine a suitable promotional mix to meet marketing objectives is critical
  • Marketing communications, maintaining the corporate brand and digital marketing contexts.
  • Ethics and legalities
Unit 2
Business concepts and project management

This unit is delivered over 5 days through the SMART Classroom.

  • Business concepts such as management and leadership
  • Finance and budgeting, business structures and the impact of the external environment are all essential elements of business
  • Understanding of these concepts and their contribution to success businesses
  • Understanding of the principles of project management and how projects are set up
  • Understanding of how to mitigate for risks and develop their skills in using management tools to monitoring and reviewing projects
Unit 3

This unit is delivered over 5 days through the SMART Classroom. 

  • Identify the relevance of content marketing to a campaign, propose ideas, and utilise an editorial calendar to manage publishing and analyses processes whilst considering any technical and legal issues
  • The success of a business is predicated on its profitability
  • Using metrics and analytics to refine campaigns
  • Understanding of the customer journey through the sales funnel and explain, analyse and use data generated
  • Define data, customise how it is viewed, monitor and evaluate progress, and provide advice on how to optimise success
Unit 4
Marketing on mobile and email marketing

This unit is delivered over 5 days through the SMART Classroom.

  • Demonstrate how mobile marketing techniques can be employed in the overall marketing objectives of a business
  • Understand the potential of technologies and identify marketing opportunities and
  • Apply industry best practice knowledge and skills to propose ideas for applications based and location aware solutions for a business marketing objective
  • Understand legal and ethical issues and consider interface design issues
  • Evaluate email as a marketing tool, developing an understanding of best industry practice required and be able to explain and demonstrate a range of organisational, marketing and technical concepts and factors
  • Develop a brief and establish customer profiles for a campaign, design a message, whilst considering technical and legal issues, manage a mailing list and run a campaign
  • Campaign evaluation
Unit 5
Retention marketing and principles of keywords and optimisation

This unit is delivered over 5 days through the SMART Classroom.

Retention marketing is an important tool for every organisation whether it is a subscription business, charity organisation or a large corporation. It helps organisations retain their profitability by ensuring that they keep their customers wherever they are along the customer journey. Through this course apprentices will learn how to:

  • Analyse data in order to understand how you can communicate and serve customers in the best possible way

  • Understand how organisations maintain positive customer relations and strategies used to retain customers

  • Understanding on how to implement keywords and/or keyword phrases on a website to maximise optimisation

Unit 6
Video channel management and collaborative technologies

This unit is delivered over 5 days through the SMART Classroom.

  • Understanding of the technical requirements for managing a video channel for digital marketing including sourcing and configuring content as well as search engine optimisation
  • Understand both the opportunities and constraints that video channels offer the digital marketer
  • Demonstrate the ability to use IT tools and devices for collaborative working and communications, such as web or video conferencing, instant messaging/chat, online phone and video calls; online forums, social networking sites, wikis and other centralised repositories for documents, blogging, RSS and data feeds, bulk SMS or online work management tools
  • Manage and effectively integrate and facilitate the safe use of multiple IT tools and devices so that groups can work collaboratively and effectively
Unit 7
Design an effective web user experience and CMS creation

This unit is delivered over 5 days through the SMART Classroom.

  • A website designed without consideration of the user and their experience limits its potential to contribute to an organisations marketing objectives
  • Understanding of the user experience and the components and technologies of website design
  • Develop the skills and understanding required to design a specification for a user experience centred website and carry out an evaluation to ensure it meets user and organisational marketing requirements
  • Conduct website creation using content management system software (CMS). It includes implementation of keywords, use of templates, blog and measuring success
Functional Skills

This is subject to evidence provided.

  • Level 2 - Maths
  • Level 2 - English

Learners who require Functional Skills will be supported using the SMART Classroom and the sessions will last half a day each. Exams will be held in a local test centre.

Supplementary Google Analytics Course

From July 2020, this programme will be retired along with all apprenticeship frameworks. For learners enrolling onto the Digital Marketing Level 4 programme with Baltic, we're offering an additional Google Analytics course. 

The course includes:

  • Introducing Google Analytics
  • The Google Analytics layout
  • Basic Reporting
  • Basic Campaign and Conversion Tracking
  • Data Collection and Processing
  • Setting Up Data Collection and Configuration
  • Advanced Analysis Tools and Techniques
  • Advanced Marketing Tools

Smart Classroom

Our apprentices come together from all over the country and work together in the smart learning environment, interacting, communicating and engaging with the best technical trainers in IT, Software and Digital Marketing. Our SMART Classrooms are technology enhanced, cloud-based classrooms that deliver training by integrating learning technology.

For Limited Time Only

The government will move from apprenticeship frameworks to standards by 2020. The last date for new starts for all remaining live apprenticeship frameworks will be 31 July 2020. All starts from 1 August 2020 will be on new, employer-designed standards.

Therefore, if you would like to progress an existing apprentice or enrol a member of staff onto this programme, please get in touch with Baltic at your earliest convenience.

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