CAS Digital Learning in Emergencies (2022-23)/module4-Ombinarichard

Introduction

This 12 week's training course teaches the fundamentals of digital marketing, it covers the basic elements that will equip learners with the skills required to get started on digital marketing ventures. There are quizzes, assignments and practical activities learners will need to complete to successfully graduate from the program.

Training Delivery

1. 10-12 weeks
2. 4 hours daily
3. 5 days a week
4. Delivery method - both online and classroom
5. LMS - Google Classroom/Website

Training requirements

1. Computers
2. Stable internet
3. Projector or big screen (optional)
4. Whiteboard and marker pens (optional)
5. Webcams (optional)
6. Headphones
7. Gmail email addresses (participants)

Course Goals

At the end of this course learners should be able to identify the importance of the digital marketing for marketing success, to manage customer relationships across all digital channels and build better customer relationships, to create a digital marketing plan, and defining a target group, then identifying digital channels, their advantages, and limitations, to perceiving ways of their integration taking into consideration the available budget.

Modules

Digital marketing strategy

Digital marketing strategy

Day	Lesson	At the end of this lesson learners should be able to	Duration (hours)
1	What is digital marketing and it’s benefits	Describe what is digital marketing Outline the benefits of digital marketing	2
2	How is digital marketing done	Describe a step by step process how digital marketing is done	4
3	Types of digital marketing channels	Outline types of digital marketing models	4
4	Digital marketing best practices	Explain digital marketing best practices	2
5	What is traditional marketing Advantages and disadvantage of traditional marketing Advantages and disadvantage of digital marketing Types of channels/strategies for digital and traditional marketing	Describe what is traditional marketing Outline the benefits of traditional marketing Describe the difference between traditional marketing and digital marketing Outline the advantages and disadvantage of digital marketing Outline types of channels/strategies for digital and traditional marketing	4

Creating an Online presence

Creating online presence

Day	Lesson	At the end of this lesson learners should be able to	Duration (hours)
6	What is an online presence Benefits of online presence Types of digital platforms to establish an online presence How to create your online presence	Describe what is an online presence Explain the benefits of online presence Outline various types of digital platforms to establish an online presence Describe a step by step process on how to create your online presence Outline types of digital marketing analytics metrics Outline how to improve online presence Describe online presence ethics	4
7	How to improve online presence and online presence ethics	Create a website from Wix Create social media accounts and profiles	4
8	What is the meaning of outbound and inbound marketing Benefits of both outbound and inbound marketing	Describe what is outbound marketing and is it distict from inbound marketing Outline the benefits of outbound and inbound marketing	4

Learning Resources and Tests

Caption text

Learning Resource	Resource Link	Test Link
Digital Marketing	https://docs.google.com/document/d/1EvmDNSAporoVRk-DFBHERQTALhyyzJiF/edit?usp=share_link&ouid=116129924220251300570&rtpof=true&sd=true	https://docs.google.com/forms/d/e/1FAIpQLScxyj3J2JFYPmOZWwpZG0o72DtlZ1jqOS7SvbXnHALcq8nF2A/viewform

Evaluation Rubric

Caption text

Criteria	Excellent = 25%	Very Good = 20%	Satisfactory = 15%	Not Met = 5%
Objectives, goals & situational analysis- scene setting(25 points)	Clear and relevant objectives and goals using SMART goal setting or other business oriented method. Scene setting clearly establishes the business need for the product, service, or communications campaign.	Most objectives and goals are outlined and scene setting establishesthe business need for the product, service, or communications campaign. Some gaps or lack of clarity in scene setting.	Lack of clarity in outlining objectives andgoals and the business case for the product, service, or communications campaign not well developed, although some justification provided in scene setting	Little attempt to develop objectives and goals; poor or noattempt to develop the business case for the product, service, or communications campaign.
Target audience development (25 points)	Sophisticated audience development using personas or other digital marketing tool; clear identification of audience clusters and convincing argument establishing the audience need for the product, service, or campaign	Very good audience development and good use of relevant digital marketing tools. Personas used to identify audience members with some accompanying justification as to why the audience has a need for the product, service, or campaign	Satisfactory audience development with someuse of relevant digital marketing tools. Limited justification forthe audience need for the product, service, or campaign.	Little attempt at audience identification or development. Limited or no use of relevant digital marketing tools e.g. persona developers. Justification and the business case for the product, service, or campaign missing or poorly identified.
Digital marketing strategy (25 points)	Digital marketing strategy reflects deep analysis and critical thinking. All suggested strategies are developedand aligned with best practices. All suggestions are clearly articulated and justified. Brief conclusion summarises key highlight	Digital marketing strategy reflects high analysis and critical thinking. Most suggested strategies are developed and aligned with best practices. Most suggestions are clearly articulated and managed. Brief conclusion to the point with some key highlights summarised.	Digital marketing strategy reflects some analysis and critical thinking. Some suggested strategies are developed and aligned with best practices, but these are limited. Some strategies are clearly articulated however others could be difficultto implement. Conclusion provides a couple of key highlights	Digital marketing strategy does not reflect any analysis or critical thinking. Strategies are either missing or poorly defined and misaligned with best practices. What strategies there are could be difficult to manage or support. Limited or missing conclusion
Document quality and sources used(25 points)	The document is well presented, grammatically correct with a wide range of sources used and correctly acknowledged. Appropriate graphics and tables used to support the analysis	The document is generally well-presented, grammatically correct and uses a good range of sources correctly acknowledged. Some appropriate graphics and tables used to support the analysis.	The document is presented to a satisfactory standard. Some grammatical errors. Limited range ofsources used and correctly acknowledged. Limited use of graphics or tablesto support analysis.	Poorly presented with little attention tocorrect grammar. Limited sources used. Some acknowledged correctly. Limited or no use of graphics or tables to support the plan.