ABE Level 3 Award in Digital Marketing Essentials … Level 3 Award... · ABE Level 3 Award in Digital Marketing Essentials for Small Businesses (pending accreditation) 3 What You’ll

ABE Level 3 Award in Digital Marketing Essentials for Small Businesses

Qualification Syllabus

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ABE Level 3 Award in Digital Marketing Essentials for Small Businesses (pending accreditation) 2

Introduction to the ABE Level 3 Award in Digital Marketing Essentials for Small Businesses Today, it is a fact for most businesses that the ability to operate in a digital context is a key requirement to remain competitive and ensure the business achieves long term success. Technologies are changing, and will continue to evolve, and so business owners must be able to embrace the use of digital and online approaches to support their business goals, based on local market practices, tools and consideration of how they are utilised.

It’s an exciting time to be running a small business, particularly when owners start to think about expanding the reach of their business through the use of digital marketing; for others, there may be the opportunity to consider a business that operates solely online.

There is much to think about such as generating sufficient revenues to meet outgoings, keeping costs to a minimum and communicating effectively with customers, prospects and the market generally. Whilst some of the decisions made by small businesses are directly influenced by the owner, there are many external factors which can also have a significant impact on the way in which the business should operate.

This qualification is aimed at those individuals who are thinking about setting up a new small business or who are already running such a venture and are keen to use technology to improve performance. The qualification introduces the use of online and digital marketing, including consideration of the risks and issues that might arise during implementation, compared to the more traditional forms of marketing.

It explores the uses of online and digital tools to build and enhance relationships with customers and to generate revenues. There is a formative assessment for each of the first four Elements and a final summative assessment at the end of the fifth Element where the learner will be required to develop a digital marketing plan for their business. All of the required tools and techniques, to develop such a plan, will be covered throughout the qualification.

The qualification is appropriate for all types of businesses, whether they are selling products to customers (consumers or businesses) or for those providing a service, for example hairdressers, taxi drivers, cleaning services etc. and will enable them, regardless of the type of business, to consider how to create a digital presence in the market place, through the use of effective digital marketing tools.


What You’ll Learn

Learning Outcomes

On completing this qualification, you will be able to:

1. Explain the terminology, benefits, risks and other considerations of using digital and online tools and techniques. 2. Outline the practical aspects of creating the infrastructure for digital and online tools 3. Identify potential legal and contractual considerations. 4. Demonstrate how digital and online tools can be used to engage with customer, prospects and the market 5. Suggest how digital and online tools can be used to generate revenues for the business. 6. Create an online profile for a business and potential points of differentiation 7. Explain the importance of customer behaviour in an online context. 8. Develop a creative digital marketing plan for a small business.


Alongside academic learning and development, ABE’s qualifications have been designed to develop your practical skills and capabilities. These capabilities are highlighted as certain values, knowledge, skills and behaviours that will help you in your professional development.

Below is an overview of the key capabilities that learners will develop during the course of this qualification:

Elements of Learning Key Capabilities Developed

Element 1 Introduction to the digital world for small businesses

Ability to utilise the key terminology relating to the digital/online world for businesses and the benefits, risks, challenges when considering use of such tools.

Element 2 How to create the infrastructure for successful Small Medium Enterprises (SMEs)

Ability to identify the requirements and considerations when establishing an infrastructure to enable and support the use of digital/online tools.

Element 3 Using digital and online tools to communicate and generate revenues

Ability to compare different digital/online tools and demonstrate how they can be used to communicate with customer and prospects and to generate revenues.

Element 4 How to develop and maintain an online presence

Creating an online profile for the business and an understanding of the online behaviour of customers.

Element 5 Creating a digital marketing plan for a small business

Prepares a creative digital marketing plan for a small business venture.


Localisation – Understanding the local business environment in learning and assessment

It is very important for learners to appreciate the implications of using digital/online tools in the context of their local business environment, wherever that might be in the world. In addition, learners should remember that many of these tools will create the opportunity for attracting a far wider audience given the limitless potential of the ‘world-wide-web’ anywhere in the world.

The emphasis of the qualification is primarily to facilitate business using digital tools within the learner’s local environment. Learners should therefore take into account the following when preparing the digital marketing plan for their business, which will be submitted for assessment at the end of study:

Local culture, identity and the local environment and how it impacts the business Local social and community agendas Local legal and taxation arrangements Local funding opportunities Local business rules and regulations Local employment rules, regulations and legislation Local currency variations and fluctuations. The aim is that learners undertaking this qualification will be able to make informed decisions about the use of digital and online tools to support their future business plans.


Description of the programme (Regulatory characteristics)

1. Aligned to the Office of Qualifications and Examinations Regulation (Ofqual) Regulated Qualifications Framework (RQF) at Level 3.

2. A single unit qualification with five elements of learning: Element 1 Introduction to the digital world for small businesses Element 2 How to create the infrastructure for successful SMEs Element 3 Using digital and online tools to communicate and generate revenues Element 4 How to develop and maintain an online presence Element 5 Creating a digital marketing plan for a small business.

3. Open entry for those who are 16 years of age and above.

4. 6 credits (a credit being worth 10 hours of learning).

5. 60 hours Total Qualification Time (TQT) of which there is expected to be 50 Guided Learning Hours (GLH) (8 hours for Elements 1 and 2; 10 hours for Elements 3 and 4; and 14 hours for Element 5). The remaining 10 hours can be unsupervised based on a series of self-study and supported study elements, including assessment preparation, and will be specified in ABE’s Tutor Resource Pack for this qualification.

6. Assessment: the qualification will be assessed formatively as part of the learning approach, culminating in a summative assignment. The assessment approach is designed to enable learners to build a digital marketing plan for a small business of their choice. It could be one they have already started or are thinking about launching. Alternatively, the business could simply be an idea or a concept at this stage.


Element 1: Introduction to the digital world for small businesses (Weighting 5%)

Before making business decisions it is important to understand the terminology of the digital world. In this Element, learners will explore the terminology and the potential benefits, to a small business, of using digital and online tools, as well as the considerations of their use. This Element also discusses the security implications of using digital and online techniques. It also looks at the challenges for business owners of co-ordinating both online and offline activities.

Learning Outcomes Assessment Criteria

1. Explain the terminology, benefits, risks and other considerations of using digital and online tools and techniques.

1.1 State relevant definitions and benefits of using digital and online tools:

Definitions of key online and digital tools such as social media, cloud technology, web analytics and mobile technology

Benefits to both the business and customers of using online and digital tools Critical success factors for effective implementation and utilisation of digital/online tools, to ensure

that benefits are achieved.

1.2 Identify key considerations and decisions regarding the implementation of digital and online tools:

Potential risks and challenges of implementing and using digital and online tools in business Security considerations and implications and how to deal with them Coordinating online and offline business activities Technical frameworks and mobile communications speed issues in local markets and sources of

technical support


Element 2: How to create infrastructure for digital and online tools (Weighting 20%)

Having made the decision to use digital and online tools to support business activities, there are a number of important considerations for the business owner in respect of creating an appropriate infrastructure. In this Element, learners will explore these key decisions, for example the hardware that might be required, registering domain names, hosted services and email. The role of using third parties will be explored and the implications of this. The Element will also consider the key area of confidentiality and intellectual property rights.


2. Outline the practical aspects of creating the infrastructure for digital and online tools

2.1 Outline the practical aspects and associated benefits of creating the infrastructure:

Selecting the hardware i.e. mobile, gaming, indoor and outdoor kiosk, interactive signage, other fixed connected platforms

Choosing and registering the domain name Creating and managing website content/email capacity Social media platforms: social networks, blogging, streaming, social bookmarking, social customer

service. Digital media channels and techniques: search marketing, online PR, viral marketing, online and

display advertising, partnerships and affiliates.

3. Identify potential legal and contractual considerations.

3.1 Identify potential legal and contractual considerations of using digital mediums:

Dealing with third parties, e.g. hosted services Data protection, privacy and confidentiality, i.e. issues around the storage, management and use

of customer/personal data Licences/Intellectual property rights and legal considerations; Trade Marks; Branding; compliance

with disability discrimination legislation


Element 3: Using digital and online tools to communicate and generate revenues (Weighting 20%)

Communication with customers, prospects and the market in general is vital for all revenue generating businesses. Digital and online tools have made it easier and cheaper to communicate with a wide audience. However, whilst communication is important, the ultimate objective for business owners is to use this to generate revenues and, ultimately, profit for the business. In this Element, learners will explore how digital and online tools can be used effectively both to communicate and to generate revenues directly.


4. Demonstrate how digital and online tools can be used to engage with customer, prospects and the market

4.1 Demonstrate how digital and online tools can be used to engage with customers, prospects and the local market in which the business operates, taking into account local culture and business practices:

Identifying targets and which tools are likely to be the most effective and influential for them Using digital and online tools to create awareness and build profile, e.g. online PR (public

relations), blogs, social media platforms, video clips, photo sites, groups and chat rooms, video-sharing and podcasts

Using digital and online tools for more targeted campaigns, e.g. direct online marketing (email communications, newsletters) and advertising.

5. Suggest how digital and online tools can be used to generate revenues for the business.

5.1 Recommend methods of using digital and online tools to generate revenues:

Direct online selling (via the business website) Selling via online intermediaries and bidding sites.

5.2 Outline physical payment methods and considerations when transacting online:

Accepting payments online Considerations and risks.


Element 4: How to develop and maintain an online presence (Weighting 20%)

In this Element, learners will focus on the issues around interacting with the market in an online context. It should be appreciated that developing and managing the profile of the business in an online context often requires a different approach compared to establishing a business physically, i.e. in the offline world. Similarly, understanding how customers behave when transacting online is also crucial to the success of the business venture. It is important to have a clear understanding of the business offering for customers and to identify potential areas of uniqueness, so that some degree of differentiation can be achieved.


6. Create an online profile for a business and potential points of differentiation

6.1 Create an online profile for a small business and outline its key points of differentiation:

Definition of an online persona for a business and how to create the right online digital persona Using digital and online tools to create a profile, e.g. website, SEO (search engine optimisation), social media

platforms, blogs and different advertisement types, e.g. mobile ads, banner ads, opt-in email ads.

6.2 Establish key points of differentiation for the business online and how it generates additional sales

Establishing an online ‘USP’ (unique selling point) for the business Identifying potential areas of differentiation which can be portrayed in online communications in relation to

content, lead generation, conversion, engagement and retention of customers.

7. Explain the importance of customer behaviour in an online context

7.1 Explain the importance of customer behaviour in an online context:

Segmentation defined and how it can be applied Customer characteristics and online behaviour Developing a relevant and clear customer proposition Choice of digital activities/tools in relation to attracting, motivating, maintaining trust, resolving conflict and

building satisfied customer base.


Element 5: Creating a digital marketing plan for a small business (Weighting 35%)

There is a practical emphasis to this Element of pulling the strands together from Elements 1 to 4 leading to the final assessment in which learners will explore how digital and online tools can actually be applied in the real world, in a structured and co-ordinated way. To do this effectively, a plan should be developed, which has clear objectives, is focused on the needs and characteristics of the chosen target segment, has a carefully selected and scheduled programme of activities and also has clear methods of measuring success.


8. Develop a creative digital marketing plan for a small business.

8.1 Summarise the background and analytical steps to developing a digital marketing plan:

Setting effective objectives and consider acquisition, customer retention and customer loyalty Provide the market context for the digital marketing plan i.e. an outline of the market in which the business

operates Understanding the target market and their behaviour online Setting the budget.

8.3 Recommend messaging, digital tools and scheduling within a digital marketing plan:

Designing an appropriate message Developing an appropriate mix of digital and online tools capable of achieving the objectives Develop a schedule of activities for implementation.

8.3 Recommend methods of measuring the effectiveness of the digital marketing plan:

Monitoring performance Methods of measuring success Use of analytics.


Glossary of Qualification Terms

To assist you in your understanding of the qualification, ABE has defined the following terms:

Assessment criteria these appear within each of the elements and like the learning outcomes they determine the knowledge and understanding of your learning and assessment.

Element An element represents a segment of learning within the ABE Level 3 Money Management for Small Businesses. Each individual element has its own rationale and content.

Guided Learning Hours (GLH)

is an element of the Total Qualification Time (TQT) and is an estimate of the number of hours during which the learner is given specific guidance by their tutor towards the achievement of the qualification, for example: face to face teaching, e-learning, mentoring etc.

Indicative content The indicative content is the scope of knowledge required in order to fulfil the assessment requirements and achieve the learning outcome; it also outlines the technical components of the programme.

Learning outcomes The learning outcome within an element lays down the expectations of the learner and defines the level of knowledge and understanding required to complete the ABE assessment.

Qualification For the purpose of this qualification, upon passing your assessment, you will be awarded the ABE Level 3 Award in Money Management for Small Businesses.

Total Qualification Time (TQT)

It is an estimate of the total amount of time a learner could reasonably be expected to take to achieve the qualification.

Weighting The weightings indicate the level of emphasis on the different parts of the syllabus in terms of teaching, learner effort and emphasis in assessment.


Recommended Resources

Core text: ABE Study Guide for ABE Level 3 Award in Digital Marketing Essentials for Small Businesses

Supplementary text: Ryan, D (2016) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 4th Edition. London, Kogan Page. ISBN-13: 978-

0749478438.

Online resources: https://blog.aweber.com/digital-marketing-2/creating-a-diy-digital-marketing-plan-for-your-small-business.htm

https://hbr.org/2016/07/3-ways-to-get-your-own-digital-platform

https://www.youtube.com/watch?v=StYGaCeaRkQ

https://www.entrepreneur.com/article/223752

http://www.forbes.com/sites/jaysondemers/2014/04/16/50-content-marketing-ideas-for-your-website-or-blog/#2f6736647211

https://www.theguardian.com/small-business-network/2013/aug/29/social-media-boost-business-tips- > How to Properly Use Social Media to Fit Your Business Strategy

www.abeuk.com

ABE’s offices are located in New Malden, Greater London, UK. 5th Floor, CI Tower, St. George’s Square, New Malden, Surrey KT3 4TE, UK

Tel: +44 (0)20 8329 2930 Fax: +44 (0)20 8329 2945

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ABE Level 3 Award in Digital Marketing Essentials … Level 3 Award... · ABE Level 3 Award in Digital Marketing Essentials for Small Businesses (pending accreditation) 3 What You’ll