This module sets out essential concepts and skills relating to the fundamentals of digital marketing, including creating a web presence, optimising content for search engines, using social media platforms, carrying out online marketing and advertising across a range of services, as well as monitoring and improving campaigns using analytics.

- Understand key concepts of digital marketing, including advantages, limitations and planning.

- Understand various web presence options and how to select appropriate keywords for search engine optimisation.

- Recognise different social media platforms and set up and use common platforms.

- Understand how effective social media management assists in promotion and lead generation.

- Use a social media management service to schedule posts and set up notifications.

- Understand various options for online marketing and advertising, including search engine, email and mobile marketing.

- Understand and use analytics services to monitor and improve campaigns.