Level 3 Diploma in Social Media for Business (QCF)

Transcription

1 Skillsfirst Awards handbook Level 3 Diploma in Social Media for Business (QCF) SMD3 Suite 215 Fort Dunlop Fort Parkway Birmingham B24 9FD

2 Contents Page Section 1 Introduction 2 Section 2 Skillsfirst Awards Limited 2.1 Data protection Equality and accessibility Enquiries and information sources Complaints and appeals Malpractice and maladministration 4 Section 3 The sector skills council for Social Media and Digital Marketing 3.1 CfA Occupational expertise of those who assess performance, and moderate and verify assessments Employer direct model Continuous professional development 6 Section 4 Summary of assessment methods 4.1 Assessment principles Characteristics of assessment guidance Simulation and witness testimony Recognition of prior learning (RPL) 8 Section 5 Qualification information 5.1 What is the qualification and credit framework (QCF) QCF units QCF terminology Availability of qualifications Qualification aim and design 10 Section 6 Qualification structure 6.1 Number of credits required for this qualification The rules of combination List of available units and their credit value Learner entry requirements Progression opportunities 14 Section 7 The units of learning 7.1 Structure of the units Mandatory units Pathway P Pathway P Pathway P3 175 SMD3 v

3 1.0 Introduction 1.1 Skillsfirst Awards is an awarding organisation specialising in the provision of vocational qualifications across a range of occupational areas. 1.2 Skillsfirst Awards recognises the need for industry to have fully trained and qualified staff reliably qualified to recognised industry standards. 1.3 The following handbook provides the learning outcomes and assessment strategy for the delivery of the Level 3 Diploma In Social Media for Business (QCF). The handbook is a live document and will be updated should there be any incremental change made. Centres will be informed electronically when changes are made and it will be the responsibility of any recognised centre to ensure the most up to date version of the handbook is used. The document also provides details of the administrative procedures, requirements and responsibilities that are associated with the delivery of vocational qualifications. The handbook is available on the Skillsfirst Awards website This document is copyright but can be copied by any of our recognised centres for the purpose of assessing learners and may also be copied by learners for their own use. 1.5 All learners should be provided with a copy of the Skillsfirst qualification handbook together with the Skillsfirst learner guide. This document can be found on our web-site at Skillsfirst Awards 2.1 Data protection Skillsfirst Awards takes the protection of data seriously and to this end has developed a data protection statement outlining how Skillsfirst and our centres, comply with the current legislation on data protection. It is important for centres to read our statement and ensure that our requirements are put in place. It is particularly important that centres make learners aware that data is shared with Skillsfirst Awards. Our policy statement on this and data requirements can be found in our centre handbook on our website Equality and accessibility Equality and accessibility Skillsfirst is committed to giving everyone who wants to gain one of our qualifications an equal opportunity of achieving it in line with current UK legislation and EU directives including the Equality Act 2010 (Amendment) Order 2012 and to ensure this occurs, has in place a policy on equality and accessibility which can be found on our website and within our centre handbook. Skillsfirst will ensure that centres use a equality and accessibility policy that works together with ours and that they maintain an effective appeals procedure which along with the equality and accessibility policy, will be monitored by the external verifier. We expect centres to tell learners how to find and use their own equality and accessibility and appeals procedures. SMD3 v

4 Access to assessment Skillsfirst Awards is committed to guaranteeing all learners are treated fairly and equally and to ensure this occurs, has in place a policy on reasonable adjustments and special considerations. This policy states clearly what centres can and in some cases must, put in place to assist learners who may have particular requirements. We expect centres to tell learners how to find and use their own reasonable adjustments and special considerations policy and will monitor implementation through the external verification process. This policy can be accessed at and within our centre handbook. Further advice on this policy and its application can be obtained from our customer services team at customerservices@skillsfirst.co.uk 2.3 Enquiries and information sources Skillsfirst aims to provide accurate information in a variety of formats and media. Recognised centres are encouraged to make enquiries to the customer services team, or seek clarification from our website. Learners wishing to enquire about qualifications, aspects of qualifications or quality assurance policies and procedures are encouraged, in the first instance, to seek information from the recognised centre or their tutor/assessor. Where a satisfactory answer is unavailable, learners are encouraged to seek clarification from our website, or from the Skillsfirst customer services team. As a guide, the majority of frequently requested information is available on our website or on request via the electronic helpline listed below. Website: customerservices@skillsfirst.co.uk Tel: Fax: In writing to: Customer Services Skillsfirst Awards Limited Suite 215 Fort Dunlop Fort Parkway Birmingham B24 9FD 2.4 Complaints and appeals Complaints Skillsfirst Awards will endeavour at all times to satisfy our customer s needs and ensure a quality service. There may be times when our centres do not feel we have met these needs. Should they wish, centres may complain in writing to the Skillsfirst Awards customer services manager. We will attempt to resolve all complaints within the published timescales and will record and review all complaints as part of our ongoing customer service commitment. SMD3 v

5 Appeals Skillsfirst Awards aims to ensure that at all times its decisions are fair, consistent and based on valid judgements. However, it is recognised that there may be occasions when a centre or a learner may wish to question a decision made. Skillsfirst Awards therefore has an appeals policy and process which clearly indicates the rights of the centre and the learner to appeal against a range of decisions taken by Skillsfirst. The Skillsfirst Awards appeals policy and process can be accessed on our website and within our centre handbook. Centres are required to have a documented policy and procedure which allows learners to question decisions made by the centre. The final stage of such a procedure may be to appeal to the Skillsfirst Awards external verifier. This policy would form part of the original centre recognition process and its implementation will be monitored by the external verifier. 2.5 Malpractice and maladministration Skillsfirst Awards has a responsibility to ensure that malpractice and maladministration is addressed effectively and to publish procedures to centres for dealing with malpractice on the part of learners, centre staff and any others involved in providing the qualification. To meet this requirement, Skillsfirst Awards has a malpractice policy and process, the details of which can be accessed on our website The sector skills council for social media and digital marketing 3.1 Skills CfA The Level 3 Diploma in Social Media for Business (QCF) is based on the units developed by Skills CfA who are the sector skills council for Social Media and Digital Marketing. Their contact details are: 6 Graphite Square Vauxhall Walk London SE11 5EE Phone info@skillscfa.uk.org This handbook provides details from Skills CfA assessment strategy, which centres will need to apply in order to assess and quality assure the Level 3 Diploma in Social Media for Business (QCF) and includes the: occupational expertise of those who assess performance, and moderate and verify assessments continuous professional development summary of assessment methods The complete assessment strategy is available for view and to download from the Skills CfA website SMD3 v

6 3.2 Occupational expertise of deliverers, assessors, and moderators/internal verifiers Staff delivering this qualification must be able to demonstrate that they meet the following occupational expertise requirements. They should: be occupationally competent to make assessment judgements about the broad use of Social Media and business-related use of social networking tools to the level and scope of individual candidate performance at work or in Realistic Working Environments (RWE); and occupationally competent to make assessment judgements about the quality of assessment and the assessment process be occupationally knowledgeable in the area(s) for which they are delivering training. This knowledge must be at least to the same level as the training delivered. have credible experience of providing training. While the Assessor/Verifier (A/V) and the Assessor/Internal Quality Assurance (TAQA) units are valued as qualifications for centre staff, they are not currently a requirement for this qualification. It is strongly recommended, however, that staff must be able to show occupational competence, through mapping their competences and knowledge against the relevant NOS and the assessor and verifier requirements. Centre staff should have verifiable relevant experience and current knowledge of the occupational working area at, or above, the level they are assessing or verifying. This experience and knowledge must be of sufficient depth to be effective and reliable when judging learner competence or verifying assessment processes and decisions. This could be verified by: curriculum vitae and references possession of a relevant qualification corporate membership of a relevant professional institution Centre staff may undertake more than one role, e.g. tutor and assessor or moderator/iv, but must never internally verify their own assessments. 3.3 Employer direct model Where employers opt for an employer direct model, the qualification requirements for assessors and internal verifiers may be waived. The employer direct model is where colleagues, supervisors and/or managers in the workplace are involved in the assessment process. Under this model, the employer, with the agreement of Skillsfirst may choose between: achieving the appropriate approved qualifications for assessment/verification or demonstrating that their (the employer s) training and development activity undertaken to prepare, validate and review these assessment roles, maps 100% to the National Occupational Standards which these qualifications are based on. The mapping process must be agreed by Skillsfirst as providing the equivalent level of rigour and robustness as achievement of the approved assessment/verification qualification. SMD3 v

7 Each application to use the employer direct model will be considered on an individual organisation and qualification basis and agreed by the qualification regulators, including the sector skills council. Prospective organisations must be able to confirm that their in-house practices conform to the requirements of the standards in association with Skillsfirst. 3.4 Continuous professional development Centres are responsible for ensuring that assessors and IVs plan and maintain their CPD. Centres are expected to support their assessors and IVs in ensuring that their knowledge remains current of the occupational area and of best practice in delivery, mentoring, training, assessment and verification, and that it takes account of any national or legislative developments. Centres may have generic criteria and personnel specifications in addition to the above. 4.0 Summary of assessment methods For this qualification, learners will be required to provide a portfolio of evidence for each unit. 4.1 Assessment principles Units will be achieved through the acquisition of evidence by the learner and submission to their assessor. Units may be assessed through a number of different sources and forms, which must meet the requirements of assessment criteria. Assessment should normally be at the learner s workplace, but where the opportunity to assess across the range of standards is unavailable other comparable working environments may be used, following agreement from the External Verifier. A holistic approach towards the collection of evidence should be encouraged, assessing activities generated by the whole work experience rather than focusing on specific tasks. e.g. If the learner communicates with a customer whilst engaged in sales activities these can be assessed against both sales and customer service elements. Assessors can only assess in their acknowledged area of occupational competence. Assessors and IVs will be registered with their centre and be accountable to the organisation for their assessment practice. Health and safety of customers/clients and employees must be maintained throughout the assessment process and if any person carrying out assessment or verification activities does not feel that there is due regard to health and safety then that person should refuse to continue with the activity(ies) until satisfied that due regard to health and safety is being taken. 4.2 Characteristics of assessment guidance The learner may produce evidence from a range of examples which should be recorded in some form. A record of evidence will confirm to the assessor their confidence in the learner s breadth and depth of knowledge and understanding in being able to competently meet the functional requirements of all the units. SMD3 v

8 The assessor will need to be assured that the learner can: meet all the learning outcomes of a unit pass all the assessment criteria of a unit An assessor may request additional evidence if they are not satisfied with the evidence presented by the learner. If this occurs, it may need to be agreed in partnership with the learner and the assessor. Professional discussion Professional discussion is encouraged as a supplementary form of evidence to confirm a learner s competence. Such discussions should not be based on a prescribed list of questions but be a structured discussion which enables the assessor to gather relevant evidence to ensure the learner has a firm understanding of the standard being assessed. Realistic working environment (RWE) Assessment of this qualification should ideally be carried out within the workplace, however, where this is not possible learners can be assessed within an approved RWE that replicates a real work setting. Ideally, a RWE should include time pressures, work problems, interruptions, accountabilities and the necessary equipment and materials to do the job. By doing so, sector employers can be confident that competence achieved in an RWE will be continued into employment. RWEs can offer many opportunities to employers and individuals that have limited access to assessment. The number of hours learners work and their input in not prescribed, as it is acknowledged that RWEs cannot operate without some flexibility. However, centres must provide evidence that the following criteria are being met as well as fulfilling the Skillsfirst criteria for this purpose. 4.3 Simulation and witness testimony Simulation or witness testimony is warranted where the centre can demonstrate that performance evidence has been impossible to obtain in the work environment. Simulation Simulation can only be used to assess learners where the opportunity to assess naturally occurring evidence is unlikely or not possible, for example assessment relating to a breach of confidentiality or privacy, health and safety, fire and emergency procedures. It should not include routine activities that must be covered by performance evidence. There are no units that can be solely achieved by simulation. In the case of imported units, where simulation is acceptable in the evidence requirements, it should only be used when performance evidence is unlikely to be generated through normal working practices. Witness testimony Skillsfirst recognise the use of witness testimony and expert witness testimony as appropriate methods for assessors to collect evidence on candidate s performance. Witness testimonies can be obtained from people that are occupationally competent and who may be familiar with the national occupational standards, such as the learner s line manager. They may also be obtained from people who are not occupationally competent and do not have a knowledge of the national occupational standards such as other people within the learner s workplace, customers and suppliers. SMD3 v

9 The assessor must judge the validity of the witness testimony and these may vary depending on the source. Witness testimonies can only support the assessment process and may remove or reduce the need to collect supplementary evidence. However, centres must comply with Skillsfirst guidance over the occupational competence and briefing of witnesses in the use of witness testimony. 4.4 Recognition of prior learning (RPL) RPL recognises how the contribution of a learner s previous experience could contribute to a qualification. Should any opportunities for RPL be identified, it is important that a complete process of recognising prior experience and learning is undertaken, by ensuring that: it covers relevant or appropriate experience for previous activities, as well as accredited learning and qualifications it is incorporated into the assessment planning, with details of how this will take place mapping of prior learning to the national occupational standards to identify gaps is documented and auditable assessment methods or processes for recognising prior experience and learning, are documented and made available to the external verifier the audit trail covers the whole process and methodology of RPL the authenticity and currency of presented evidence is established by the assessor In considering the appropriateness of any single piece of evidence, the following should be considered: Content the degree to which the content of any previous accredited learning meets the requirements of the national occupational standards against which it is being presented as evidence. Performance and knowledge the degree to which the previous learning covered both performance and knowledge. Some learning will only have offered and tested the latter, in which case RPL will only recognise the meeting of knowledge requirements. Performance will require further assessment. Although unlikely, the reverse (performance tested but not knowledge) could be true in which case knowledge and understanding would need further assessment. Relevance of context the degree to which the context of the learning gained and assessed, relates to the current context of learner work roles. If the context was different, assessors will need to satisfy themselves of learners ability to transfer the learning gained into their current setting. Currency how recently the learning was gained. Learners would need to demonstrate current knowledge and understanding of areas such as legislation, policy and practice etc, which may have changes since the previous learning programmes were undertaken. Authenticity how the ownership of the evidence is established to ensure it was generated by the learner. 5.0 Qualification information 5.1 What is the qualification and credit framework? The qualification and credit framework (QCF) is a new way of recognising achievement through the award of credit for units and qualifications. It will provide flexible routes to gaining full qualifications and enable qualifications to be achieved in smaller steps. Units within the framework will have a level (ranging from entry level to level 8) to indicate the level of difficulty. They will also have a credit value to indicate the size of the unit. SMD3 v

10 The QCF will: allow providers to design more flexible programmes, suited to the needs of a wider range of learners describe achievements (credits) to employers, providers and learners in a way that is easy to understand allow learners to accumulate credit, by recognising smaller steps of learning at their own pace allow learners to transfer credits into an electronic learner achievement record, which they will keep for life 5.2 QCF units Each unit has a credit value based on the total number of hours of learning required to achieve it, (notional learning). Each 10 hours of learning equals 1 credit, for example, if a unit takes 30 hours of learning, it will receive a credit value of 3. The units vary in credit value. In addition all units have a level which may be different from the qualification in which they can be used. 5.3 QCF terminology Whilst the evidence outcomes required from QCF and NVQ units are the same, the QCF units use different terminology to the NVQ units. The assessment criteria for NVQ units are listed under what you must do and what you must know whereas the QCF units are all listed under the learner can. 5.4 Availability of qualifications This handbook covers the Level 3 Diploma in Social media for Business (QCF). To complete a qualification, the minimum credit value must be achieved and progressive qualifications at a higher level require more credit to be achieved. The number of units to achieve this is not fixed, as it is the total credit value that is required. Rules of combination apply to each qualification. Learners can accumulate credit which will allow them to claim award, certificate or diploma certification, as the qualification credit values are achieved. 5.5 Qualification aim and design This qualification has been designed to meet both employer and individual demand for the knowledge, understanding and skills that learners need to use social media for business. It is aimed at those working in ICT or marketing, as well as those completing a Social Media Apprenticeship. It is also aimed at those learners entering this sector for the first time or those looking to up-skill and develop their knowledge of social media for use within the business environment. This qualification also serves as a core component of the Level 3 Advanced Apprenticeship for Social Media and Digital Marketing. 6.0 Qualification structure 6.1 Number of credits required for this qualification Qual no. Level Qualification title Number of credits SMD3 3 Level 3 Diploma in Social Media for Business (QCF) Minimum of 42 SMD3 v

11 6.2 Rules of Combination Learners must achieve a minimum of 42 credits to achieve the qualification. 24 credits must come from Group M plus a minimum of 18 credits from their chosen pathway (P1, P2 or P3) A minimum of 24 credits must be at level 3 or above. Minimum Guided Learning Hours (GLH) are 257 Maximum Guided Learning Hours (GLH) are List of available units and their credit value The list below gives the unit titles, their level and the credit value of each unit. Group M - mandatory units QCF Skillsfirst Level Unit title Credit unit no. unit no. value T/502/4380 IT309 3 Using collaborative technologies 6 R/503/9324 RECP17 3 Principles of social media within a business M/503/9329 SMB1 3 Principles of keywords and optimisation Y/503/9325 SMB2 3 Social networking management for a business Pathway P1 (Technical) P1M mandatory unit QCF unit no. Skillsfirst unit no. Level Unit title Credit value H/503/9327 SMB3 3 Content management system website creation 7 P1O optional units - ICT QCF unit no. Skillsfirst unit no. Level Unit title Credit value F/602/2819 SMB4 3 Understanding customer relationship 3 management for creative business L/502/4613 SMB5 2 Imaging software 4 M/502/4393 SMB6 2 Video Software 3 F/602/6353 SMB7 2 MTA: Web development 10 fundamentals Y/502/4632 IT310 3 Website software 5 R/502/4631 IT210 2 Website software 4 SMD3 v

12 D/502/9007 SMB8 3 CIW Internet business foundations 10 D/502/9010 SMB9 3 CIW Site development foundations 10 M/502/9013 SMB10 3 CIW Perl fundamentals 10 R/502/9005 SMB11 3 CIW database design 10 R/502/9019 SMB12 3 CIW Security essentials 10 T/502/9014 SMB13 3 CIW Web foundations associate 30 Y/502/9006 SMB14 3 CIW JavaScript specialist 10 K/601/3256 WD3 3 Web development 10 R/601/3512 WF2 2 Web fundamentals 7 P1S Optional units social media and digital marketing QCF unit no. Skillsfirst unit no. Level Unit title Credit value T/502/8624 SA305 3 Communicating using digital 4 marketing/sales channels F/503/9321 SMB15 3 Creating and optimising content for 7 the web R/502/9926 SMB16 2 Use digital and social media in 2 marketing campaigns L/503/9323 SMB17 3 Principles of mobile social media for 5 a business J/503/9322 SMB18 3 Principles of social media advertising and promotion 6 Pathway P2 (Marketing) P2M mandatory units QCF unit no. Skillsfirst unit no. Level Unit title Credit value F/503/9321 SMB15 3 Creating and optimising content for 7 the web R/502/9926 SMB16 2 Use digital and social media in marketing campaigns 2 P2O optional units - ICT QCF unit no. Skillsfirst unit no. Level Unit title Credit value H/503/9327 SMB3 3 Content management system website creation 7 SMD3 v

13 F/602/2819 SMB4 3 Understanding customer relationship 3 management for creative business L/502/4613 SMB5 2 Imaging software 4 M/502/4393 SMB6 2 Video Software 3 F/602/6353 SMB7 2 MTA: Web development 10 fundamentals Y/502/4632 IT310 3 Website software 5 R/502/4631 IT210 2 Website software 4 D/502/9007 SMB8 3 CIW Internet business foundations 10 D/502/9010 SMB9 3 CIW Site development foundations 10 M/502/9013 SMB10 3 CIW Perl fundamentals 10 R/502/9005 SMB11 3 CIW database design 10 R/502/9019 SMB12 3 CIW Security essentials 10 T/502/9014 SMB13 3 CIW Web foundations associate 30 Y/502/9006 SMB14 3 CIW JavaScript specialist 10 K/601/3256 WD3 3 Web development 10 R/601/3512 WF2 2 Web fundamentals 7 P2S Optional units social media and digital marketing QCF unit no. Skillsfirst unit no. Level Unit title Credit value T/502/8624 SA305 3 Communicating using digital 4 marketing/sales channels F/503/9321 SMB15 3 Creating and optimising content for 7 the web R/502/9926 SMB16 2 Use digital and social media in 2 marketing campaigns L/503/9323 SMB17 3 Principles of mobile social media for 5 a business J/503/9322 SMB18 3 Principles of social media advertising and promotion 6 Pathway P3 - Optional units QCF unit no. Skillsfirst unit no. Level Unit title Credit value H/503/9327 SMB3 3 Content management system website creation 7 SMD3 v

14 F/602/2819 SMB4 3 Understanding customer relationship 3 management for creative business L/502/4613 SMB5 2 Imaging software 4 M/502/4393 SMB6 2 Video Software 3 F/602/6353 SMB7 2 MTA: Web development 10 fundamentals Y/502/4632 IT310 3 Website software 5 R/502/4631 IT210 2 Website software 4 D/502/9007 SMB8 3 CIW Internet business foundations 10 D/502/9010 SMB9 3 CIW Site development foundations 10 M/502/9013 SMB10 3 CIW Perl fundamentals 10 R/502/9005 SMB11 3 CIW database design 10 R/502/9019 SMB12 3 CIW Security essentials 10 T/502/9014 SMB13 3 CIW Web foundations associate 30 Y/502/9006 SMB14 3 CIW JavaScript specialist 10 K/601/3256 WD3 3 Web development 10 R/601/3512 WF2 2 Web fundamentals 7 T/502/8624 SA305 3 Communicating using digital marketing/sales channels F/503/9321 SMB15 3 Creating and optimising content for the web R/502/9926 SMB16 2 Use digital and social media in marketing campaigns L/503/9323 SMB17 3 Principles of mobile social media for a business J/503/9322 SMB18 3 Principles of social media advertising and promotion Learner entry requirements Formal requirements There are no formal entry requirements for learners undertaking this qualification; however centres must ensure that learners have the potential and opportunity to gain evidence for the qualification in the work place. As part of the assessment for this qualification, learners must have access to a work or realistic work environment (RWE). SMD3 v

15 Age restrictions There are age limits attached to learners undertaking this qualification as this qualification is not approved for learners under the age of Progression opportunities On completion of the Level 3 Diploma in Social Media for Business (QCF), learners may progress into employment or onto the following Skillsfirst qualifications: Level 3 NVQ in Business and Administration (QCF) Level 3 Diploma in ICT Professional Competence (QCF) or similar higher level qualifications. SMD3 v

16 7.0 The Units of Learning 7.1 Structure of the units The units which make up these qualifications are written in a standard format and comprise of: Skillsfirst reference number unit title level and credit value unit aim learning outcomes guided learning hours relationship to NOS/other qualifications endorsement of the unit information on assessment learning outcomes and assessment criteria SMD3 v

17 7.2 Group M - mandatory units SMD3 v

18 IT309 Using collaborative technologies SMD3 v

19 IT309 Using collaborative technology Level: 3 Credit value: 6 Unit aims This is 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 depositories for documents, blogging, RSS and data feeds, bulk SMS or online work management tools. On completion of this unit a candidate should be able to manage and effectively integrate and facilitate the safe use of multiple IT tools and devices so that groups can work collaboratively and effectively by: setting and implementing guidelines for using collaborative technologies; integrating IT tools and devices and creating environments to exploit their potential; managing risks, permissions and data flow; and moderating and solving complex problems with the use of collaborative technologies; Learning outcomes There are four learning outcomes to this unit. The learner will be able to: 1. Stay safe and secure when working with collaborative technology 2. Plan and set up IT tools and devices for collaborative working 3. Prepare collaborative technologies for use 4. Manage tasks using collaborative technologies Guided learning hours It is recommended that 45 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to the Level 3 the National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT) Endorsement of the unit by a sector or other appropriate body This unit is endorsed by Council for Administration (CfA), the sector skills council for social media and digital marketing. Additional Guidance Typical collaborative activities may include developing guidelines and instructions for a work team about the use of social networking; moderating online conference sessions or web discussion groups for a professional community of interest. Unit assessment Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

20 IT309 Using Collaborative Technology Learning outcomes and assessment criteria Outcome 1 Stay safe and secure when working with collaborative technology 1 explain what and why guidelines need to be established for working with collaborative technology 2 develop and implement guidelines for good practice in working with collaborative technology 3 explain how to establish an identity or present information that will promote trust 4 develop and implement guidelines for checking the authenticity of identities and different types of information 5 analyse and plan for the risks in the use of collaborative technologies for different tasks 6 analyse and manage risks in the use of collaborative technologies Outcome 2 Plan and set up IT tools and devices for collaborative working 1 explain the features, benefits and limitations of different collaborative IT tools and devices for work purposes and tasks 2 determine the IT tools and processes needed for archiving the outcomes of collaborative working 3 summarise ways to integrate different collaborative technology tools and devices for a range of purposes, tasks and communication media 4 explain potential access and compatibility issues with integrating different collaborative technology tools and devices 5 select, connect and configure combinations that exploit the capabilities and potential of collaborative tools and devices 6 resolve access and compatibility problems so that different collaborative tools and devices work successfully Outcome 3 Prepare collaborative technologies for use 1 evaluate data management principles, issues and methods 2 manage levels of access and permissions for different purposes 3 select and integrate different elements across applications to create environments for collaborative technologies 4 set and adjust settings to facilitate use of collaborative technologies by others 5 manage data flow to benefit collaborative working Outcome 4 Manage tasks using collaborative technologies 1 determine levels of responsibility for the use of collaborative technologies 2 facilitate others' responsible contributions to and engagement with collaborative technologies 3 manage the moderation of collaborative technologies 4 oversee the archiving of the outcomes of collaborative working 5 explain what problems can occur with collaborative technologies 6 respond to problems with collaborative technologies and be prepared to help others to do so SMD3 v

21 RECP17 Principles of social media within a business SMD3 v

22 RECP17 Principles of social media within a business Level: 3 Credit value: 6 Unit aim This unit provides the necessary understanding of the fundamentals of social media marketing for a business. Learning outcomes There are five learning outcomes to this unit. The learner will: 1. Understand how social media fits into the objectives and marketing of a business 2. Understand how to select social media tools and channels for a business 3. Understand how to measure the success of using social media tools and channels 4. Understand how social media policy and guidelines can impact a business 5. Be able to monitor how a business is using social media Guided learning hours It is recommended that 42 hours should be allocated for this unit, although patterns of delivery are likely to vary. Details of the relationship between the unit and relevant national occupational standards (if appropriate) This unit is not linked to the national occupational standards for Recruitment Support of the unit by a sector or other appropriate body This unit is endorsed by Skills CfA, the sector skills council for recruitment Evidence requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

23 RECP17 Principles of social media within a business Learning outcomes and assessment criteria Outcome 1 Understand how social media fits into the objectives and marketing of a business 1 describe a business and its type, vision, aims, objectives and goals 2 identify the brand and values of a business and how these are portrayed to the audience of a business 3 describe the marketing tools available to a business 4 explain the consequences of using social media on the budget of different sizes and types of business 5 explain the benefits and consequences of encouraging amplification 6 explain the benefits and consequences of encouraging engagement 7 explain the factors to consider when identifying a social media plan for a business 8 explain how social media could fit into the marketing plan of a business Outcome 2 Understand how to select social media tools and channels for a business 1 describe the different tools and channels that can be used for social media 2 describe the features and benefits of the different tools and channels that can be used for social media 3 identify the potential type of audience for each different tool and channel that can be used for social media 4 explain the factors to consider when selecting different tools and channels for social media 5 evaluate different tools and channels for social media for business use Outcome 3 Understand how to measure the success of using social media tools and channels 1 explain the importance of measuring the outcomes of using different social media tools and channels 2 explain why SMARTER targets should be set for different social media tools and channels 3 describe the methods a business can use to measure and identify success of different social media tools and channels 4 describe what success could look like when using different social media tools and channels for different types and sizes of business Outcome 4 Understand how social media policy and guidelines can impact a business 1 describe the components of a business s social media policy and guidelines 2 explain the importance of having a social media policy and guidelines 3 explain the importance of having a reputation management policy 4 describe the benefits of managing perception changes in a business s reputation 5 describe how to manage perception changes in a business s reputation SMD3 v

24 Outcome 5 Be able to monitor how a business is using social media 1 explain the importance of knowing how similar businesses or industries are using social media 2 explain how to monitor the ways similar businesses or industries are using social media 3 monitor how a business is using social media 4 identify improvements to a business s use of social media SMD3 v

25 SMB1 Principles of keywords and optimisation SMD3 v

26 SMB1 Principles of keywords and optimisation Level: 3 Credit value: 5 Unit aim This unit is about understanding how to implement keywords and/or keyword phrases on a website to achieve maximise optimisation Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand Search Engine Optimisation (SEO) 2. Be able to plan implementation of SEO techniques 3. Understand Social Media Optimisation (SMO) 4. Understand how to plan implementation of a website optimised for mobile devices Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Candidates must have access to tools to analyse keywords for this unit. SMD3 v

27 SMB1 Principles of keywords and optimisation Learning outcomes and assessment criteria Outcome 1 Understand Search Engine Optimisation (SEO) 1 define the term Search Engine Optimisation (SEO) 2 explain the importance of SEO to a business 3 explain the difference between organic and paid search results 4 describe the differences between Pay-per-Click and Pay-per-Impression 5 describe the factors that need to be considered as part of an SEO plan Outcome 2 Be able to plan implementation of SEO techniques 1 define the term keyword 2 explain the factors to consider when identifying keywords and/or keyword phrases 3 create a list of keywords and/or keyword phrases for a business 4 identify the competition and monthly search volumes for the keywords and/or keyword phrases identified for a business 5 explain where on a website a search engine looks for keywords and/or keyword phrases 6 research others use of keywords and/or keyword phrases to maximise keyword effectiveness for a website 7 review the list of keywords and/or keyword phrases in a website for a business 8 describe how link building can help or hinder the search engine ranking of a website 9 create a link building plan for the website for a business 10 describe the factors that can positively and negatively affect how a search engine ranks a website Outcome 3 Understand Social Media Optimisation (SMO) 1 define the term Social Media Optimisation (SMO) 2 explain why SMO is important to a business 3 explain how search engines include different tools and channels of Social Mediain their results 4 explain how to use keywords and/or keyword phrases to listen and engage with a Social Media audience 5 compare how SEO for a website differs for SMO Outcome 4 Understand how to plan implementation of a website optimised for mobile devices 1 define the term Mobile Optimisation 2 identify the main differences between SEO and Mobile Optimisation 3 explain why Mobile Optimisation is important to a business 4 describe how to optimise a website for viewing on a mobile device 5 explain why keywords and/or keyword phrases for a mobile website might differ from those for a non-mobile website 6 identify changes required to a non-mobile website to make it suitable for mobile devices SMD3 v

28 SMB2 Social networking management for a business SMD3 v

29 SMB2 Social networking management for a business Level: 3 Credit value: 7 Unit aim This unit is about utilising social media effectively whilst minimising risk. Learning outcomes There are five outcomes to this unit. The learner will: 1. Be able to evaluate external social networking tools for a business 2. Understand how to classify the social networking audience of a business 3. Be able to use social media management tools in relation to social networking 4. Be able to carry out a risk analysis and create a digital crisis management plan in relation to social networking for a business 5. Be able to use social networking measurement and monitoring tools for a business Guided learning hours It is recommended that 38 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

30 SMB2 Social networking management for a business Learning outcomes and assessment criteria Outcome 1 Be able to evaluate external social networking tools for a business 1 define social networking 2 identify current external social networking tools for the geographical location of a business 3 compare the functionality and features of different external social networking tools 4 describe the limitations of different external social networking tools 5 select external social networking tools for a business 6 justify the selection of social networking tools for a business Outcome 2 Understand how to classify the social networking audience of a business 1 explain the potential uses of grouping people in social networking tools 2 identify the audience groups for social networking for a business 3 explain the importance of evaluating the need for brand ambassadors in social networking for a business 4 explain how to recognise brand ambassadors 5 explain how to ensure the validity and credibility of brand ambassadors 6 explain how to manage brand ambassadors 7 explain the importance of evaluating the need for influencers in social networking for a business 8 explain how to recognise influencers 9 explain how to ensure the validity and credibility of influencers 10 explain how to manage influencers 11 compare brand ambassadors and influencers Outcome 3 Be able to use social media management tools in relation to social networking 1 define the term social media management tool 2 explain the importance of using social media management tools in relation to social networking 3 explain the disadvantages of using social media management tools 4 use a social media management tool to group an audience relevant to a business 5 use a social media management tool to schedule content relevant to a business 6 use a social media management tool to share content relevant to a business 7 explain the benefits of using short-urls within content 8 use a social media management tool to listen to content relevant to a business 9 use a social media tool to have ongoing dialogue with an audience relevant to a business SMD3 v

31 Outcome 4 Be able to carry out a risk analysis and create a digital crisis management plan in relation to social networking for a business 1 compare risk analysis and digital crisis management 2 explain the importance of monitoring for risk 3 carry out a risk analysis in relation to social networking for a business 4 create a digital crisis management plan in relation to social networking for a business Outcome 5 Be able to use social networking measurement and monitoring tools for a business 1 define the term social networking measurement and monitoring 2 identify social networking measurement and monitoring tools 3 explain the potential uses of social networking measurement and monitoring tools 4 explain the limitations of social networking measurement and monitoring tools 5 measure the amount of engagement and amplification on social networking for a business 6 analyse changes in sentiment to social networking for a business 7 recommend improvements to social networking for a business SMD3 v

32 7.3 Pathway P1 - Technical P1M mandatory unit SMD3 v

33 SMB3 Content management system website creation SMD3 v

34 SMB3 Content management system website creation Level: 3 Credit value: 7 Unit aim This unit is an introduction to website creation using content management system software (CMS). It includes implementation of keywords, use of templates, blog and measuring success. It also covers an awareness of accessibility Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to create a plan for the components of a Content Management System (CMS) Website 2. Be able to use CMS Software to create a Website 3. Understand how to make a website accessible 4. Be able to measure and improve the return on investment (ROI) of a website Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

35 SMB3 Content management system website creation Learning outcomes and assessment criteria Outcome 1 Be able to create a plan for the components of a Content Management System (CMS) website 1 define the term Content Management System (CMS) 2 describe the features and functions of CMS Website software 3 explain the advantages and disadvantages of different hosting options 4 describe what success could look like when using a CMS website 5 identify keywords and/or keyword phrases to be used on each page of a website 6 register with a hosting provider with a suitable domain name in relation to keywords and/or keyword phrases identified 7 identify the website template to be used for a website 8 plan the content and layout needed for each page on a website 9 explain how laws, guidelines and constraints affect the content and use of websites 10 explain when and why to use different file types for saving content Outcome 2 Be able to use CMS software to create a website 1 customise a website template in relation to a plan 2 use planned content to populate a website template 3 use programming and development techniques to add features and enhance a website 4 include keywords and/or keyword phrases in website meta-tags 5 include a blog in a website implementation 6 store and retrieve files in line with local guidelines and conventions where available 7 include links to social networking sites in relation to a plan 8 include buttons to share content on a website 9 use testing methods to check that all elements and features of a website are working 10 register a website with search engines Outcome 3 Understand how to make a website accessible 1 define the term accessible websites 2 explain the legal guidelines relating to web accessibility 3 explain how parts of a website should be modified to make it accessible 4 analyse whether a website follows accessibility guidelines 5 identify improvements to a website to ensure it follows accessibility guidelines Outcome 4 Be able to measure and improve the return on investment (ROI) of a website 1 explain the importance of measuring traffic to a website 2 identify methods of measuring the return on investment (ROI) of a website 3 use analytic tools to monitor the traffic to a website 4 define the term bounce rate 5 explain the impact of bounce rate on a website 6 identify improvements to a website based on analytical information SMD3 v

36 P1O optional units ICT SMD3 v

37 SMB4 Understanding Customer Relationship Management for creative business SMD3 v

38 SMB4 Understanding Customer Relationship Management for creative business Level: 3 Credit value: 3 Unit aim This unit is about understanding CRM and its relationship with brand campaigns. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand the importance of CRM and ecrm to creative businesses 2. Understand the impact of social media and social businesses on CRM 3. Understand the importance and use of data in CRM campaigns 4. Be able to present a proposed CRM campaign Guided learning hours It is recommended that 15 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by Skillset, the Sector Skills Council for the Creative Industries Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

39 SMB4 Understanding Customer Relationship Management for creative business Learning outcomes and assessment criteria Outcome 1 Understand the importance of CRM and ecrm to creative businesses 1 describe CRM 2 explain the importance of CRM 3 describe a range of CRM techniques 4 research and report on range of professional tools to aid CRM Outcome 2 Understand the impact of social media and social businesses on CRM 1 identify a range of examples of social brands using social media, location based media, mobile media as CRM 2 develop an outline CRM process for a brand Outcome 3 Understand the importance and use of data in CRM campaigns 1 describe data forms produced by a range of campaigns and measurements of success 2 explain the use of data in optimising CRM campaigns Outcome 4 Be able to present a proposed CRM campaign 1 prepare and present a professional outline CRM process SMD3 v

40 SMB5 Imaging software SMD3 v

41 SMB5 Imaging software Level: 2 Credit value: 4 Unit aim This unit aims to show that a user can select and use a range of intermediate design and imaging software tools and techniques to produce at times non-routine or unfamiliar designs and images. Any aspect that is unfamiliar may require support and advice from others. Imaging software tools and techniques will be defined as intermediate because: the range of entry, manipulation and outputting techniques will be at times non-routine or unfamiliar; the software tools and functions involved will at times be non-routine or unfamiliar; and the user will take some responsibility for setting up or developing the type or structure. Learning outcomes There are two outcomes to this unit. The learner will: 1. Obtain, insert and combine information for images 2. Use imaging software tools to create, manipulate and edit images Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: work flow process maps, drawings or edited photos for a website SMD3 v

42 SMB5 Imaging software Learning outcomes and assessment criteria Outcome 1 Obtain, insert and combine information for images 1 describe what images are needed 2 obtain, input and prepare images to meet needs 3 describe what copyright and other constraints apply to the use of images 4 use appropriate techniques to organise and combine information of different types or from different sources 5 describe the context in which the images will be used 6 describe what file format to use for saving images to suit different presentation methods 7 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use imaging software tools to create, manipulate and edit images 1 identify what technical factors affecting images need to be taken into account and how to do so 2 select and use suitable techniques to create images 3 use guide lines and dimensioning tools appropriately to enhance precision 4 select and use appropriate tools and techniques to manipulate and edit images 5 check images meet needs, using IT tools and making corrections as necessary 6 identify and respond to quality problems with images to make sure that they meet needs SMD3 v

43 SMB6 Video software SMD3 v

44 SMB6 Video software Level: 2 Credit value: 3 Unit aim This unit aims to show that the user can select and use a wide range of intermediate audio or video software tools and techniques to record and edit audio or video sequences that are at times non-routine or unfamiliar. Any aspect that is unfamiliar may require support and advice from others. Audio and video software tools and techniques will be defined as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of input, manipulation and output techniques will need to take account of a number of factors or elements and at times be multi-step; the user will take some responsibility for inputting, manipulating and outputting the information Learning outcomes There are three outcomes to this unit. The learner will: 1. Use video hardware and software to capture sequences 2. Use video software tools and techniques to combine and edit sequences 3. Play and present video sequences Guided learning hours It is recommended that 20 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: Recording pre-planned video and sound footage on a video camera, downloading the footage to a computer, then editing to create a short sequence, including adding some backing music. SMD3 v

45 SMB6 Video software Learning outcomes and assessment criteria Outcome 1 Use video hardware and software to capture sequences 1 identify the combination of input device and video software to use to capture information, to avoid any compatibility issues 2 select and use an appropriate combination of input device and video software to record sequences 3 describe the impact file size and file format will have on saving sequences 4 identify when to use different types of information coding and compression 5 store and retrieve sequences using appropriate file formats and compression, in line with local guidelines and conventions where available Outcome 2 Use video software tools and techniques to combine and edit sequences 1 identify the sequences to add, keep and remove 2 select and use appropriate video software tools to mark-up and edit sequences 3 organise and combine information for sequences in line with any copyright constraints, including across different software 4 describe how copyright constraints affect use of own and others information Outcome 3 Play and present video sequences 1 describe the features and constraints of playback software and display devices 2 select and use an appropriate combination of video playback software and display device to suit the file format 3 identify the settings which could be adjusted to improve the quality of presentations 4 adjust playback and display settings to enhance the quality of the presentation SMD3 v

46 SMB7 MTA: Web Development Fundamentals SMD3 v

47 SMB7 MTA: Web Development Fundamentals Level: 2 Credit value: 10 Unit aim The aim of this unit is to provide the learner with the underpinning knowledge about different web applications and how they can work with data and service. The learner will also learn to understand how to debug web applications, how to work with client side scripting and how to configure the deployment of a web application. Learning outcomes There are five outcomes to this unit. The learner will: 1. Programming web applications 2. Working with data and services 3. Troubleshooting and debugging web applications 4. Working with client-side scripting 5. Configuring and deploying web applications Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learner must achieve the relevant Microsoft exam associated with this unit SMD3 v

48 SMB7 MTA: Web Development Fundamentals Learning outcomes and assessment criteria Outcome 1 Programming web applications 1 customize the layout and appearance of a Web page 2 understand ASP.NET intrinsic objects 3 understand state information in Web applications 4 understand events and control page flow 5 understand controls 6 understand configuration files Outcome 2 Working with data and services 1 read and write XML data 2 distinguish between DataSet objects and DataReader objects 3 call a service from a Web page 4 understand DataSource controls 5 bind controls to data by using data-binding syntax 6 manage data connections and databases Outcome 3 Troubleshooting and debugging web applications 1 debug a web application 2 handle web application errors Outcome 4 Working with client-side scripting 1 understand client-side scripting 2 understand AJAX concepts Outcome 5 Configuring and deploying web applications 1 configure authentication and authorization 2 configure projects and solutions and reference assemblies 3 publish web applications 4 understand application pools SMD3 v

49 IT310 Website software SMD3 v

50 IT310 Website software Level: 3 Credit value: 5 Unit aims This is the ability to use a software application designed for planning, designing and building websites. On completion of this unit a candidate should be able to select and use a range of advanced website software tools and techniques to develop multiple-page websites with multimedia and interactive features. Website software tools and techniques will be defined as advanced because: the software tools and functions used will be complex and at times involve having the idea that there may be a tool or function to do something (eg improve efficiency or create an effect), exploring technical support, self-teaching and applying; the development techniques will be complex, and will involve research, identification and application; and the user will take full responsibility for planning and developing the structure, inputting, manipulating, adding multimedia or interactive features, uploading and publishing the information. Examples of context: Shopping website linked to product information and stock control database Learning outcomes There are 3 learning outcomes to this unit. The learner will be able to: 1. Create structures and styles and use them to produce websites 2. Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 3. Publish and test multiple page websites with multimedia and interactive features Guided learning hours It is recommended that 40 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to the Level 3 the National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT) Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

51 IT310 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles and use them to produce websites 1 determine what website content and layout will be needed for each page and for the site 2 plan and create web page templates to layout content 3 select and use website features and structures to enhance website navigation and functionality 4 create, select and use styles to enhance website consistency and readability 5 provide guidance on laws, guidelines and constraints that affect the content and use of websites 6 explain what access issues may need to be taken into account 7 explain when and why to use different file types for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages in line with any copyright constraints, including across different software 3 select and use appropriate editing and formatting techniques to aid meaning 4 select and use appropriate programming and development techniques to add features and enhance websites 5 select and use file formats that make information easier to download 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish and test multiple page websites with multimedia and interactive features 1 select and use appropriate testing methods to check that all elements and features of complex websites are working as planned 2 identify any quality problems with websites and explain how to respond to them 3 select and use an appropriate programme to upload and publish the website and make sure that it will download efficiently 4 respond appropriately to quality problems with websites to ensure outcomes are fit for purpose SMD3 v

52 IT210 Website software SMD3 v

53 IT210 Website software Level: 2 Credit value: 4 Unit aims This is the ability to use a software application designed for planning, designing and building websites. This unit is about the skills and knowledge required by an IT user to select and use a wide range of intermediate website software tools and techniques to produce multiple-page websites. Any aspect that is unfamiliar may require support and advice from others. Website software tools and techniques will be described as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of development techniques will need to take account of a number of factors or elements; and the user will take some responsibility for planning the website, creating or altering the template, inputting, manipulating, linking and uploading the content Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Create structures and styles for websites 2. Use website software tools to prepare content for websites 3. Publish websites Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards (if appropriate) Unit maps fully to competences outlined in IT User National Occupational Standards version 3 (2009) Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

54 IT210 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles for websites 1 describe what website content and layout will be needed for each page 2 plan and create web page templates to layout 3 select and use website features and structures to help the user navigate round web pages within the site 4 create, select and use styles to keep the appearance of web pages consistent and make them easy to understand 5 describe how copyright and other constraints may affect the website 6 describe what access issues may need to be taken into account 7 describe what file types to use for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use website software tools to prepare content for websites 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages including across different software 3 select and use appropriate editing and formatting techniques to aid both clarity and navigation 4 select and use appropriate development techniques to link information across pages 5 change the file formats appropriately for content 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish websites 1 select and use appropriate testing methods to check that all elements of websites are working as planned 2 identify any quality problems with websites and how to respond to them 3 select and use an appropriate programme to upload and publish the website 4 respond appropriately to problems with multiple page websites SMD3 v

55 SMB8 CIW Internet Business Foundations SMD3 v

56 SMB8 CIW Internet Business Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is for the learner to require the underpinning knowledge needed for them to sit the CIW Internet Business Foundations exam. In order to do this the learner will learn to understand IT roles, web technology requirements and be able to manage client side requirements and manage web-based communication. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand IT roles 2. Understand web technology requirements 3. Be able to manage Client side requirements 4. Be able to manage web based communication Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learner must achieve the CIW Internet Business Foundations exam. SMD3 v

57 SMB8 CIW Internet Business Foundations Learning outcomes and assessment criteria Outcome 1 Understand IT roles 1 identify current job roles 2 identify current job role responsibilities 3 evaluate current jobs tasks and skills requirement Outcome 2 Understand web technology requirements 1 investigate current internet hardware 2 investigate current protocols 3 investigate current communications systems 4 explain the principles of DNS Outcome 3 Be able to manage Client side requirements 1 manage the use and customisation of web browser resources 2 manage the use of resources 3 manage the use of Internet search engines Outcome 4 Be able to manage web based communication 1 investigate current web based security issues 2 manage synchronous web based communication 3 manage asynchronous web based communication 4 manage web database and data exchange 5 investigate current cloud computing and virtualisation developments SMD3 v

58 SMB9 CIW Site Development Foundations SMD3 v

59 SMB9 CIW Site Development Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Site Development Foundations exam. In order to do this the learner will learn to create web pages incorporating different features and functions. They will also learn web enhancements and manage the e-commerce requirements of a website. Learning outcomes There are three outcomes to this unit. The learner will: 1. Be able to create a web page 2. Understand web site enhancements 3. Be able to manage the e-commerce requirements of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learner must achieve the Site Development Foundations exam. SMD3 v

60 SMB9 CIW Site Development Foundations Learning outcomes and assessment criteria Outcome 1 Be able to create a web page 1 manage the creation of a web page 2 manage the inclusion of images 3 manage the creation of forms 4 manage the colour scheme of a web site 5 manage the implementation of XML/HTML/XHTML 6 manage the implementation of style sheets Outcome 2 Understand web site enhancements 1 investigate current multimedia technology 2 manage a web site using GUI based software 3 critically test the functionality of a website Outcome 3 Be able to manage the e-commerce requirements of a website 1 plan the deployment of a web site 2 investigate current e-commerce resources 3 manage database connectivity 4 manage the end user experience 5 investigate the issues in managing a e-commerce site SMD3 v

61 SMB10 CIW Perl Fundamentals SMD3 v

62 SMB10 CIW Perl Fundamentals Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Perl Fundamentals exam. In order to accomplish this, the learner will learn to understand the principles of PERL, including the uses and operation of the PERL interpreter. The learner will also learn to manipulate data using PERL and manage external data. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand PERL Principles 2. Be able to manipulate data using Perl 3. Be able to manage external data Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Perl Fundamentals exam SMD3 v

63 SMB10 CIW Perl Fundamentals Learning outcomes and assessment criteria Outcome 1 Understand PERL Principles 1 investigate the uses and operation of the Perl Interpreter 2 direct program flow using statements, loops and boolean expressions 3 implement subroutines, packages and modules 4 create and amend object oriented code 5 use subroutines to make code more logical and easier to debug Outcome 2 Be able to manipulate data using Perl 1 use regular expressions to search and manipulate strings 2 use arrays to store and manipulate program data 3 manage program data with keys and hashes Outcome 3 Be able to manage external data 1 manage external data in files 2 use packages and modules to organise, reuse and export program code 3 manage external database data using Perl modules and SQL 4 use Perl debugging features to identify programming errors SMD3 v

64 SMB11 CIW Database design SMD3 v

65 SMB11 CIW Database design Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW database design exam. In order to do this the learner will learn to understand relationship databases and the design of relational databases. The learner will also learn to normalise a database as well as learning to implement SQL and Relational Algebra. Lastly the learner will be taught how to manage database transactions and security. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand relational database fundamentals 2. Understand relational database design 3. Be able to normalize a database 4. Be able to implement the structured query language 5. Be able to implement relational algebra 6. Be able to manage database transactions and security Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW database design exam SMD3 v

66 SMB11 CIW Database design Learning outcomes and assessment criteria Outcome 1 Understand relational database fundamentals 1 identify basic database types and management systems 2 evaluate common database languages and their purposes, and identify language subsets of Structured Query Language (SQL) 3 identify relational data modelling schemas, characteristics and manipulation Outcome 2 Understand relational database design 1 identify the steps of the database planning life cycle 2 identify the activities in the conceptual design phase of a database Outcome 3 Be able to normalize a database 1 design a database using normalisation 2 describe logical database design steps and practices 3 apply normalization techniques and processes Outcome 4 Be able to implement the structured query language 1 identify SQL commands and syntax 2 design and implement statements using Data Definition Language (DDL) 3 implement Form commands using Data Manipulation Language 4 manage the use of Data Control Language statements Outcome 5 Be able to implement relational algebra 1 design relational algebra to improve database design 2 implement joins in a database Outcome 6 Be able to manage database transactions and security 1 develop transactions and currency control 2 manage database security elements SMD3 v

67 SMB12 CIW Security essentials SMD3 v

68 SMB12 CIW Security essentials Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW security essentials exam. To do this the learner will learn to understand the principles of networks, including access control and security threat types. They will also learn network encryption, how to implement network security and how to understand and implement firewall solutions. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand network security principles 2. Understand encryption 3. Be able to implement network security 4. Be able to protect a networked environment 5. Understand firewall solutions 6. Be able to implement a firewall solution Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW security essentials exam SMD3 v

69 SMB12 CIW Security essentials Learning outcomes and assessment criteria Outcome 1 Understand network security principles 1 identify various security policy elements 2 identify risk factors 3 identify security-related organizations, 4 manage key resources to secure 5 manage general security threat types 6 manage access control Outcome 2 Understand encryption 1 identify current encryption technologies 2 plan the implementation of internetwork encryption 3 manage the implementation of internetwork encryption 4 evaluate the implementation of internetwork encryption Outcome 3 Be able to implement network security 1 plan the implementation of a network security solution 2 manage the implementation of a network security solution 3 evaluate the implementation of a network security solution Outcome 4 Be able to protect a networked environment 1 review the security of a networked environment 2 monitor a networked system 3 identify a network security attack 4 manage the protection of a networked security Outcome 5 Understand firewall solutions 1 identify firewall types and technologies 2 identify current firewall solutions Outcome 6 Be able to implement a firewall solution 1 design a multi-level firewall system 2 evaluate the implementation of a multi-level firewall system SMD3 v

70 SMB13 CIW Web Foundations Associate SMD3 v

71 SMB13 CIW Web Foundations Associate Level: 3 Credit value: 30 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW Web Foundations Associate exam. To do this the learner will learn to understand how business can be carried out using the Internet. They will also learn website development foundations and Internet technology. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand Internet Business Foundations 2. Understand Site Development Foundations 3. Understand Network Technology Foundations Guided learning hours It is recommended that 180 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Web Foundations Associate exam SMD3 v

72 SMB13 CIW Web Foundations Associate Learning outcomes and assessment criteria Outcome 1 Understand Internet Business Foundations 1 identify IT job roles 2 define hardware and software for internet communication 3 identify common issues with web based communication 4 manage web based communication 5 evaluate a range of web database and integration resources Outcome 2 Understand Site Development Foundations 1 evaluate web site style requirements 2 manage the implementation of a web site using HTML and XHTML 3 manage the implementation of a web site using XML 4 critically evaluate websites using productivity tools 5 manage the promotion of a website 6 manage a web server environment 7 manage a web sites e-commerce activities Outcome 3 Understand Network Technology Foundations 1 define hardware, software and communications requirements of a network infrastructure 2 manage the addressing requirements of a networked system 3 manage the web based client server relationship 4 maintain a web server 5 investigate virtualisation technologies 6 investigate issues with privacy on a network infrastructure SMD3 v

73 SMB14 CIW JavaScript Specialist SMD3 v

74 SMB14 CIW JavaScript Specialist Level: 3 Credit value: 10 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW JavaScript Specialist exam. To do this the learner will learn how to understand the principles of JavaScript including how to embed JavaScript into HTML and use scripting commands. The learner will also learn functional programming and object oriented programming using JavaScript. Lastly they will learn how websites interact with JavaScript. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand JavaScript Principles 2. Understand functional programming using JavaScript 3. Understand object oriented programming using JavaScript 4. Understand how web sites interact with JavaScript Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW JavaScript Specialist exam SMD3 v

75 SMB14 CIW JavaScript Specialist Learning outcomes and assessment criteria Outcome 1 Understand JavaScript Principles 1 identify key JavaScript elements 2 critically compare JavaScript with other scripting languages 3 investigate the differences between client side and server side applications 4 embed JavaScript into HTML 5 define JavaScript Data Types and variables 6 use expressions, operators, concatenation and addition 7 use scripting commands 8 define operator precedence Outcome 2 Understand functional programming using JavaScript 1 explain how to use JavaScript functions 2 manage the transfer of data between functions 3 manage the use of global and local variables Outcome 3 Understand object oriented programming using JavaScript 1 explain the JavaScript object model 2 create and deploy JavaScript objects 3 manage the passing of data between different JavaScript objects Outcome 4 Understand how web sites interact with JavaScript 1 explain the use of form objects in JavaScript 2 use form objects when building web applications 3 manage the use of cookies in web applications 4 use functions and variables within framesets and related windows 5 create and manipulate client-side databases SMD3 v

76 WD3 Web development SMD3 v

77 WD3 Web development Level: 3 Credit value: 10 Unit aim The aim of this unit is to provide learners with an understanding of the functions of websites allowing them to develop a website to operate on a network and the Internet Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand web architecture and components 2. Understand the technologies that can be used to build and operate a website 3. Develop a website specification 4. Implement elements of a website Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Assessment guidance Portfolio of evidence Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

78 WD3 Web development Learning outcomes and assessment criteria Outcome 1 Understand web architecture and components 1 describe the hardware and software components which enable the internet and web 2 explain the role of the TCP/IP protocol including IPv6 3 explain the role of internet service providers, web hosting services and domain name registrars 4 describe available types of web functionality including Web1.0, Web 2.0, blogs, online applications and cloud computing Outcome 2 Understand the technologies that can be used to build and operate a website 1 explain the use of markup languages 2 explain the use and functionality of: web runtime environments web application programming languages 3 explain the role of databases in building websites and web applications 4 identify typical product stack combinations that can be used for web development Outcome 3 Develop a website specification 1 produce a pre-production proposal document for a website development project 2 identify the components required to develop a website 3 produce an implementation plan for a website development Outcome 4 Implement elements of a website 1 design components of a website 2 develop components of a website 3 test components of a website SMD3 v

79 WF2 Web fundamentals SMD3 v

80 WF2 Web fundamentals Level: 2 Credit value: 7 Unit aim The aim of this unit is to introduce learners to the functions of websites allowing them to fully understand how they operate on a network and the Internet Learning outcomes There are three outcomes to this unit. The learner will: 1. Know web architecture and components 2. Know about the technologies used to build and operate websites 3. Implement specified components of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Assessment guidance Portfolio of evidence Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

81 WF2 Web fundamentals Learning outcomes and assessment criteria Outcome 1 Know web architecture and components 1 list the hardware and software components which enable the internet and web 2 state the role of the TCP/IP protocol 3 state the role of internet service providers, web hosting services and domain name registrars 4 identify available types of web functionality Outcome 2 Know about the technologies used to build and operate websites 1 state the purpose of markup languages and list commonly used examples 2 identify the roles of: web runtime environments web application programming languages; and databases in building websites and web applications 3 identify typical product stack combinations that can be used for web development Outcome 3 Implement specified components of a website 1 state the components required to produce a website 2 design specified components of a website 3 develop specified components of a website 4 test specified components of a website SMD3 v

82 P1S Optional units social media and digital marketing SMD3 v

83 SA305 Communicating using digital marketing/sales channels SMD3 v

84 SA305 Communicating using digital marketing/sales channels Level: 3 Credit value: 4 Unit aim This unit aims to provide the knowledge and skills needed to carry out digital marketing via multiple channels using digital media which are both media and technology independent. These can therefore include, for example, , SMS (Short Message Service or text messaging), RSS (Rich Text Syndication/Real Simple Syndication) websites, blogs and user-generated content. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Understand how to plan the use of digital media for a specific message, audience and recipients. 2. Be able to plan the use of digital media for a specific message, audience and recipients. 3. Be able to check the digital message can be accessed and/or delivered. 4. Be able to monitor and evaluate the response to digital activity and take any corrective action. Guided learning hours It is recommended that 26 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to Council for Administration Sales NOS: SLS57 Communicate using multiple digital marketing and sales channels. Endorsement of the unit by a sector or other appropriate body This unit is endorsed by CfA, the sector skills council for Sales. Evidence Requirements Learners must provide a portfolio of evidence which covers all the learning outcomes and meets all the assessment criteria. SMD3 v

85 SA305 Communicating using digital marketing/sales channels Learning outcomes and assessment criteria Outcome 1 Understand how to plan the use of digital media for a specific message, audience and recipients 1 explain the selection of the organisation s targeted customers 2 describe expected target audience responses to different electronic media communication methods 3 describe the characteristics, advantages and disadvantages of different software packages for presenting marketing information 4 explain the requirements of using multiple digital marketing technologies Outcome 2 Be able to plan the use of digital media for a specific message, audience and recipients 1 confirm the sales and marketing objectives for the digital communication, including response rates and sales generated return on investment 2 identify the criteria to be used in selecting recipients in target audience 3 source and acquire targeted lists and databases of recipients in accordance with the plan 4 confirm the range of electronic media best suited to communicating to the target audience in line with the sales and marketing objectives 5 agree with relevant people the marketing communications message designed to engage the customer and which is appropriate for the media selected Outcome 3 Be able to check the digital message can be accessed and/or delivered 1 check any links, keywords, and supporting attachments allow access by recipients to further information 2 identify any risks that the message might be labelled as spam and take action to minimise such risks 3 enable click-through tracking in digital messages in accordance with the plan 4 send messages to targeted customers in accordance with the plan 5 set up reporting system for undeliverables in accordance with organisational procedures Outcome 4 Be able to monitor and evaluate the response to digital activity and take any corrective action 1 record undelivered messages in accordance with reporting system 2 identify repeat communications requirements in line with the sales and marketing objectives 3 monitor and evaluate the responses to digital marketing against agreed criteria 4 report the findings of the evaluation in accordance with organisational procedures SMD3 v

86 SMB15 Creating and optimising content for the web SMD3 v

87 SMB15 Creating and optimising content for the web Level: 3 Credit value: 7 Unit aim This unit is about creating optimised online profiles, blog and micro-blog content and the legal implications surrounding this. Learning outcomes There are seven outcomes to this unit. The learner will: 1. Be able to create and analyse online profiles 2. Be able to analyse use of blogs, e-articles and micro-blogs for a business 3. Be able to write content for the web for a business 4. Be able to incorporate media or rich-media into content for the web for a business 5. Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 6. Be able to use social bookmarking, tagging and syndication for content for a business 7. Be able to use analytics tools to monitor content on the web Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

88 SMB15 Creating and optimising content for the web Learning outcomes and assessment criteria Outcome 1 Be able to create and analyse online profiles 1 define the term online profile 2 compare and contrast a range and types of social media online profiles 3 explain the principles of optimising online profiles for search engine optimisation (SEO) 4 describe the characteristics of an online profile for an audience 5 identify potential security and privacy issues of online profile 6 create online profiles optimised for SEO 7 research a range of personal and business online profiles 8 recommend improvements to personal and business online profiles Outcome 2 Be able to analyse use of blogs, e-articles and micro-blogs for a business 1 compare blogs, micro-blogs and e-articles 2 explain the importance of using SEO for a blog, micro-blog and e-article 3 explain how to optimise a blog, micro-blog and e-article for SEO 4 explain how blogs, micro-blogs and e-articles can amplify and propagate news and information 5 identify the reasons for using blogs, micro-blogs and e-articles for a business 6 analyse the advantages and disadvantages of content syndication for blogs, micro-blogs and e-articles 7 identify a content strategy for blogs, micro-blogs and e-articles for a business 8 explain how to encourage engagement and sharing of blogs, micro-blogs and e-articles Outcome 3 Be able to write content for the web for a business 1 explain the characteristics of good content writing for the web 2 explain how writing content for the web affects brand, perception and reputation 3 analyse a range of content from the web for similar business or industries 4 recommend improvements to content from the web for similar business or industries 5 create a range of content for the web for a business Outcome 4 Be able to incorporate media or rich-media into content for the web for a business 1 define media and rich-media 2 explain the importance of using media and rich-media on the web 3 explain how the choice of media and rich-media can affect brand, perception and reputation 4 explain how to optimise media and rich-media for SEO 5 explain how media and rich-media can amplify and propagate news and information 6 enhance a range of content for the web for a business using media or rich-media SMD3 v

89 Outcome 5 Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 1 describe the importance of recognising plagiarism 2 describe the principles of Intellectual Property Rights 3 describe the principles of copyright law 4 describe how to protect Intellectual Property rights and copyright 5 describe the implications of copyright law in other countries 6 describe methods for discovering plagiarism, breach of Intellectual Property rights and copyright law 7 describe the purpose of Creative Commons Licences on the Internet 8 describe the use of Creative Commons licences in relation to use of content on the web 9 describe the implications of content ownership on a business Outcome 6 Be able to use social bookmarking, tagging and syndication for content for a business 1 define the term social bookmarking 2 define the term tagging 3 explain the importance of social bookmarking to share content on the web 4 compare social bookmarking tools 5 use a social bookmarking tool to bookmark a range of content for a business 6 explain the importance of tagging content on the web for a business 7 enhance a business content for the web by tagging 8 define the term Really Simple Syndication (RSS) 9 explain the importance of using RSS for distribution of updated content on the web for a business 10 use an RSS reader to collate relevant content from the web for a business Outcome 7 Be able to use analytics tools to monitor content on the web 1 use an analytics tool to track activity on web content for a business 2 analyse changes in sentiment to a range of content on the web for a business 3 recommend improvements to a range of content on the web for a business SMD3 v

90 SMB16 Use digital and social media in marketing campaigns SMD3 v

91 SMB16 Use digital and social media in marketing campaigns Level: 2 Credit value: 2 Unit aim This unit is about understanding planning requirements for the use of digital and social media and also marketing to target customers using digital and social media. Learning outcomes There are two outcomes to this unit. The learner will: 1. Understand planning requirements for the use of digital and social media 2. Be able to market to target customers using digital and social media Guided learning hours It is recommended that 7 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Council for Administration NOS, Marketing Market to target customers using digital/electronic media Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

92 SMB16 Use digital and social media in marketing campaigns Learning outcomes and assessment criteria Outcome 1 Understand planning requirements for the use of digital and social media 1 describe the importance of the objectives and budget for digital and social media marketing aligning with the marketing plan 2 describe how to identify the nature and location of target customers 3 describe sources of information about the nature and location of target customer groups 4 explain the implications of retention and acquisition programmes as they affect the choice of digital/social media 5 explain how to reach target customers in accordance with the plan 6 explain the requirements of a data collection and reporting system that is capable of capturing the information required by the plan 7 explain the importance of agreeing the message that conveys the marketing proposition Outcome 2 Be able to market to target customers using digital and social media 1 ensure marketing messages are distributed in accordance with the plan 2 ensure that digital/social media marketing is conducted in accordance with legal, regulatory and industry requirements and standards 3 explain how to address problems in accordance with the plan SMD3 v

93 SMB17 Principles of mobile social media for a business SMD3 v

94 SMB17 Principles of mobile social media for a business Level: 3 Credit value: 5 Unit aim This unit acts as an introduction for a learner into the area of mobile social media marketing looking at the solutions for a business Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand what mobile social media is and how it is used by businesses and consumers 2. Understand the factors affecting the choice of mobile social media for a business 3. Be able to create and distribute social media content for a mobile device for a business 4. Understand the use of location aware applications for a business and consumers Guided learning hours It is recommended that 28 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

95 SMB17 Principles of mobile social media for a business Learning outcomes and assessment criteria Outcome 1 Understand what mobile social media is and how it is used by businesses and consumers 1 compare different types of mobile social media 2 describe the ways business can use mobile social media as part of their marketing 3 explain the reasons business could use mobile social media for marketing 4 identify devices on which consumers/business can access social media 5 describe the cost benefit argument for accessing social media on a mobile device for a business 6 describe the ways consumers access social media on a mobile device 7 describe the barriers to accessing mobile social media Outcome 2 Understand the factors affecting the choice of mobile social media for a business 1 explain how using mobile social media fits into the overall social media marketing plan of a business 2 define the audience groups for mobile social media for a business 3 explain how the potential audience affects the choice of mobile social media for a business 4 explain how social relevance informs a mobile social media marketing plan for a business 5 describe the types of content that could be accessed on a mobile device 6 explain the factors that affect content design for mobile social media 7 describe how the attention span of mobile social media consumers will limit the design of mobile content Outcome 3 Be able to create and distribute social media content for a mobile device for a business 1 identify the distribution methods for adding content onto mobile devices for a business 2 identify the types of mobile social media and content required for a marketing campaign for a business 3 describe what success could look like when using mobile social media for a business 4 create mobile social media content for a business in readiness for distribution to a mobile device 5 distribute mobile social media content for a business 6 explain how to monitor the effectiveness of mobile social media content SMD3 v

96 Outcome 4 Understand the use of location aware applications for a business and consumers 1 research the different types of location aware applications 2 describe in what circumstances a business could use location aware applications for marketing 3 describe the advantages and disadvantages of location aware applications for a consumer 4 describe why using location aware applications appeal to a certain audience demographic 5 explain the steps a business could take to implement a location aware application SMD3 v

97 SMB18 Principles of social media advertising and promotion SMD3 v

98 SMB18 Principles of social media advertising and promotion Level: 3 Credit value: 6 Unit aim This unit acts as an introduction for a learner into the area of social media advertising and promotion Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to plan how to use digital vouchers for marketing purposes 2. Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 3. Understand the use of promotional campaigns on social networking sites 4. Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign Guided learning hours It is recommended that 34 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

99 SMB18 Principles of social media advertising and promotion Learning outcomes and assessment criteria Outcome 1 Be able to plan how to use digital vouchers for marketing purposes 1 define the term digital vouchers 2 explain the potential uses of digital vouchers 3 research the current disadvantages of digital vouchers 4 explain how to overcome the barriers of using digital vouchers for acquisition and retention of customers 5 plan a SMART digital voucher campaign for a business 6 explain methods of managing a digital voucher system 7 explain how to measure the effectiveness of a digital voucher campaign Outcome 2 Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 1 explain the factors to consider when creating social networking site adverts 2 justify the use of social networking site advertising campaigns 3 explain the importance of identifying the required outcomes from the social networking advertising campaigns 4 explain the advantages of creating more than one advertising campaign running in parallel on the same social networking site 5 explain why a social networking advertising campaign might fail 6 plan parallel social networking site advertising campaigns for a business 7 explain methods of monitoring social networking site advertising campaigns 8 identify changes that might be required for a Social Networking advertising campaign based on monitoring results Outcome 3 Understand the use of promotional campaigns on social networking sites 1 define promotional campaigns on social networking sites 2 compare different types of promotional campaigns on social networking sites 3 explain why to use promotional campaigns on social networking sites 4 explain the limitations imposed by social networking sites on promotional campaigns 5 explain how to comply with restrictions on promotional campaigns on social networking sites 6 explain the factors which could cause negative PR when running a promotional campaign Outcome 4 Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign 1 explain the current national and international legal and organisational guidelines relating to the use of social networking site adverts 2 explain the importance of following current national and international legal and organisational guidelines for a social networking advertising/promotional campaign SMD3 v

100 7.4 Pathway P2 (marketing) P2M - mandatory units SMD3 v

101 SMB15 Creating and optimising content for the web SMD3 v

102 SMB15 Creating and optimising content for the web Level: 3 Credit value: 7 Unit aim This unit is about creating optimised online profiles, blog and micro-blog content and the legal implications surrounding this. Learning outcomes There are seven outcomes to this unit. The learner will: 1. Be able to create and analyse online profiles 2. Be able to analyse use of blogs, e-articles and micro-blogs for a business 3. Be able to write content for the web for a business 4. Be able to incorporate media or rich-media into content for the web for a business 5. Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 6. Be able to use social bookmarking, tagging and syndication for content for a business 7. Be able to use analytics tools to monitor content on the web Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

103 SMB15 Creating and optimising content for the web Learning outcomes and assessment criteria Outcome 1 Be able to create and analyse online profiles 1 define the term online profile 2 compare and contrast a range and types of social media online profiles 3 explain the principles of optimising online profiles for search engine optimisation (SEO) 4 describe the characteristics of an online profile for an audience 5 identify potential security and privacy issues of online profile 6 create online profiles optimised for SEO 7 research a range of personal and business online profiles 8 recommend improvements to personal and business online profiles Outcome 2 Be able to analyse use of blogs, e-articles and micro-blogs for a business 1 compare blogs, micro-blogs and e-articles 2 explain the importance of using SEO for a blog, micro-blog and e-article 3 explain how to optimise a blog, micro-blog and e-article for SEO 4 explain how blogs, micro-blogs and e-articles can amplify and propagate news and information 5 identify the reasons for using blogs, micro-blogs and e-articles for a business 6 analyse the advantages and disadvantages of content syndication for blogs, micro-blogs and e-articles 7 identify a content strategy for blogs, micro-blogs and e-articles for a business 8 explain how to encourage engagement and sharing of blogs, micro-blogs and e-articles Outcome 3 Be able to write content for the web for a business 1 explain the characteristics of good content writing for the web 2 explain how writing content for the web affects brand, perception and reputation 3 analyse a range of content from the web for similar business or industries 4 recommend improvements to content from the web for similar business or industries 5 create a range of content for the web for a business Outcome 4 Be able to incorporate media or rich-media into content for the web for a business 1 define media and rich-media 2 explain the importance of using media and rich-media on the web 3 explain how the choice of media and rich-media can affect brand, perception and reputation 4 explain how to optimise media and rich-media for SEO 5 explain how media and rich-media can amplify and propagate news and information 6 enhance a range of content for the web for a business using media or rich-media SMD3 v

104 Outcome 5 Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 1 describe the importance of recognising plagiarism 2 describe the principles of Intellectual Property Rights 3 describe the principles of copyright law 4 describe how to protect Intellectual Property rights and copyright 5 describe the implications of copyright law in other countries 6 describe methods for discovering plagiarism, breach of Intellectual Property rights and copyright law 7 describe the purpose of Creative Commons Licences on the Internet 8 describe the use of Creative Commons licences in relation to use of content on the web 9 describe the implications of content ownership on a business Outcome 6 Be able to use social bookmarking, tagging and syndication for content for a business 1 define the term social bookmarking 2 define the term tagging 3 explain the importance of social bookmarking to share content on the web 4 compare social bookmarking tools 5 use a social bookmarking tool to bookmark a range of content for a business 6 explain the importance of tagging content on the web for a business 7 enhance a business content for the web by tagging 8 define the term Really Simple Syndication (RSS) 9 explain the importance of using RSS for distribution of updated content on the web for a business 10 use an RSS reader to collate relevant content from the web for a business Outcome 7 Be able to use analytics tools to monitor content on the web 1 use an analytics tool to track activity on web content for a business 2 analyse changes in sentiment to a range of content on the web for a business 3 recommend improvements to a range of content on the web for a business SMD3 v

105 SMB16 Use digital and social media in marketing campaigns SMD3 v

106 SMB16 Use digital and social media in marketing campaigns Level: 2 Credit value: 2 Unit aim This unit is about understanding planning requirements for the use of digital and social media and also marketing to target customers using digital and social media. Learning outcomes There are two outcomes to this unit. The learner will: 1. Understand planning requirements for the use of digital and social media 2. Be able to market to target customers using digital and social media Guided learning hours It is recommended that 7 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Council for Administration NOS, Marketing Market to target customers using digital/electronic media Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

107 SMB16 Use digital and social media in marketing campaigns Learning outcomes and assessment criteria Outcome 1 Understand planning requirements for the use of digital and social media 1 describe the importance of the objectives and budget for digital and social media marketing aligning with the marketing plan 2 describe how to identify the nature and location of target customers 3 describe sources of information about the nature and location of target customer groups 4 explain the implications of retention and acquisition programmes as they affect the choice of digital/social media 5 explain how to reach target customers in accordance with the plan 6 explain the requirements of a data collection and reporting system that is capable of capturing the information required by the plan 7 explain the importance of agreeing the message that conveys the marketing proposition Outcome 2 Be able to market to target customers using digital and social media 1 ensure marketing messages are distributed in accordance with the plan 2 ensure that digital/social media marketing is conducted in accordance with legal, regulatory and industry requirements and standards 3 explain how to address problems in accordance with the plan SMD3 v

108 P2O optional units ICT SMD3 v

109 SMB3 Content management system website creation SMD3 v

110 SMB3 Content management system website creation Level: 3 Credit value: 7 Unit aim This unit is an introduction to website creation using content management system software (CMS). It includes implementation of keywords, use of templates, blog and measuring success. It also covers an awareness of accessibility Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to create a plan for the components of a Content Management System (CMS) Website 2. Be able to use CMS Software to create a Website 3. Understand how to make a website accessible 4. Be able to measure and improve the return on investment (ROI) of a website Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

111 SMB3 Content management system website creation Learning outcomes and assessment criteria Outcome 1 Be able to create a plan for the components of a Content Management System (CMS) website 1 define the term Content Management System (CMS) 2 describe the features and functions of CMS Website software 3 explain the advantages and disadvantages of different hosting options 4 describe what success could look like when using a CMS website 5 identify keywords and/or keyword phrases to be used on each page of a website 6 register with a hosting provider with a suitable domain name in relation to keywords and/or keyword phrases identified 7 identify the website template to be used for a website 8 plan the content and layout needed for each page on a website 9 explain how laws, guidelines and constraints affect the content and use of websites 10 explain when and why to use different file types for saving content Outcome 2 Be able to use CMS software to create a website 1 customise a website template in relation to a plan 2 use planned content to populate a website template 3 use programming and development techniques to add features and enhance a website 4 include keywords and/or keyword phrases in website meta-tags 5 include a blog in a website implementation 6 store and retrieve files in line with local guidelines and conventions where available 7 include links to social networking sites in relation to a plan 8 include buttons to share content on a website 9 use testing methods to check that all elements and features of a website are working 10 register a website with search engines Outcome 3 Understand how to make a website accessible 1 define the term accessible websites 2 explain the legal guidelines relating to web accessibility 3 explain how parts of a website should be modified to make it accessible 4 analyse whether a website follows accessibility guidelines 5 identify improvements to a website to ensure it follows accessibility guidelines Outcome 4 Be able to measure and improve the return on investment (ROI) of a website 1 explain the importance of measuring traffic to a website 2 identify methods of measuring the return on investment (ROI) of a website 3 use analytic tools to monitor the traffic to a website 4 define the term bounce rate 5 explain the impact of bounce rate on a website 6 identify improvements to a website based on analytical information SMD3 v

112 SMB4 Understanding Customer Relationship Management for creative business SMD3 v

113 SMB4 Understanding Customer Relationship Management for creative business Level: 3 Credit value: 3 Unit aim This unit is about understanding CRM and its relationship with brand campaigns. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand the importance of CRM and ecrm to creative businesses 2. Understand the impact of social media and social businesses on CRM 3. Understand the importance and use of data in CRM campaigns 4. Be able to present a proposed CRM campaign Guided learning hours It is recommended that 15 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by Skillset, the Sector Skills Council for the Creative Industries Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

114 SMB4 Understanding Customer Relationship Management for creative business Learning outcomes and assessment criteria Outcome 1 Understand the importance of CRM and ecrm to creative businesses 1 describe CRM 2 explain the importance of CRM 3 describe a range of CRM techniques 4 research and report on range of professional tools to aid CRM Outcome 2 Understand the impact of social media and social businesses on CRM 1 identify a range of examples of social brands using social media, location based media, mobile media as CRM 2 develop an outline CRM process for a brand Outcome 3 Understand the importance and use of data in CRM campaigns 1 describe data forms produced by a range of campaigns and measurements of success 2 explain the use of data in optimising CRM campaigns Outcome 4 Be able to present a proposed CRM campaign 1 prepare and present a professional outline CRM process SMD3 v

115 SMB5 Imaging software SMD3 v

116 SMB5 Imaging software Level: 2 Credit value: 4 Unit aim This unit aims to show that a user can select and use a range of intermediate design and imaging software tools and techniques to produce at times non-routine or unfamiliar designs and images. Any aspect that is unfamiliar may require support and advice from others. Imaging software tools and techniques will be defined as intermediate because: the range of entry, manipulation and outputting techniques will be at times non-routine or unfamiliar; the software tools and functions involved will at times be non-routine or unfamiliar; and the user will take some responsibility for setting up or developing the type or structure. Learning outcomes There are two outcomes to this unit. The learner will: 1. Obtain, insert and combine information for images 2. Use imaging software tools to create, manipulate and edit images Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: work flow process maps, drawings or edited photos for a website SMD3 v

117 SMB5 Imaging software Learning outcomes and assessment criteria Outcome 1 Obtain, insert and combine information for images 1 describe what images are needed 2 obtain, input and prepare images to meet needs 3 describe what copyright and other constraints apply to the use of images 4 use appropriate techniques to organise and combine information of different types or from different sources 5 describe the context in which the images will be used 6 describe what file format to use for saving images to suit different presentation methods 7 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use imaging software tools to create, manipulate and edit images 1 identify what technical factors affecting images need to be taken into account and how to do so 2 select and use suitable techniques to create images 3 use guide lines and dimensioning tools appropriately to enhance precision 4 select and use appropriate tools and techniques to manipulate and edit images 5 check images meet needs, using IT tools and making corrections as necessary 6 identify and respond to quality problems with images to make sure that they meet needs SMD3 v

118 SMB6 Video software SMD3 v

119 SMB6 Video software Level: 2 Credit value: 3 Unit aim This unit aims to show that the user can select and use a wide range of intermediate audio or video software tools and techniques to record and edit audio or video sequences that are at times non-routine or unfamiliar. Any aspect that is unfamiliar may require support and advice from others. Audio and video software tools and techniques will be defined as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of input, manipulation and output techniques will need to take account of a number of factors or elements and at times be multi-step; the user will take some responsibility for inputting, manipulating and outputting the information Learning outcomes There are three outcomes to this unit. The learner will: 1. Use video hardware and software to capture sequences 2. Use video software tools and techniques to combine and edit sequences 3. Play and present video sequences Guided learning hours It is recommended that 20 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: Recording pre-planned video and sound footage on a video camera, downloading the footage to a computer, then editing to create a short sequence, including adding some backing music. SMD3 v

120 SMB6 Video software Learning outcomes and assessment criteria Outcome 1 Use video hardware and software to capture sequences 1 identify the combination of input device and video software to use to capture information, to avoid any compatibility issues 2 select and use an appropriate combination of input device and video software to record sequences 3 describe the impact file size and file format will have on saving sequences 4 identify when to use different types of information coding and compression 5 store and retrieve sequences using appropriate file formats and compression, in line with local guidelines and conventions where available Outcome 2 Use video software tools and techniques to combine and edit sequences 1 identify the sequences to add, keep and remove 2 select and use appropriate video software tools to mark-up and edit sequences 3 organise and combine information for sequences in line with any copyright constraints, including across different software 4 describe how copyright constraints affect use of own and others information Outcome 3 Play and present video sequences 1 describe the features and constraints of playback software and display devices 2 select and use an appropriate combination of video playback software and display device to suit the file format 3 identify the settings which could be adjusted to improve the quality of presentations 4 adjust playback and display settings to enhance the quality of the presentation SMD3 v

121 SMB7 MTA: Web Development Fundamentals SMD3 v

122 SMB7 MTA: Web Development Fundamentals Level: 2 Credit value: 10 Unit aim The aim of this unit is to provide the learner with the underpinning knowledge about different web applications and how they can work with data and service. The learner will also learn to understand how to debug web applications, how to work with client side scripting and how to configure the deployment of a web application. Learning outcomes There are five outcomes to this unit. The learner will: 1. Programming web applications 2. Working with data and services 3. Troubleshooting and debugging web applications 4. Working with client-side scripting 5. Configuring and deploying web applications Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learner must achieve the relevant Microsoft exam associated with this unit SMD3 v

123 SMB7 MTA: Web Development Fundamentals Learning outcomes and assessment criteria Outcome 1 Programming web applications 1 customize the layout and appearance of a Web page 2 understand ASP.NET intrinsic objects 3 understand state information in Web applications 4 understand events and control page flow 5 understand controls 6 understand configuration files Outcome 2 Working with data and services 1 read and write XML data 2 distinguish between DataSet objects and DataReader objects 3 call a service from a Web page 4 understand DataSource controls 5 bind controls to data by using data-binding syntax 6 manage data connections and databases Outcome 3 Troubleshooting and debugging web applications 1 debug a web application 2 handle web application errors Outcome 4 Working with client-side scripting 1 understand client-side scripting 2 understand AJAX concepts Outcome 5 Configuring and deploying web applications 1 configure authentication and authorization 2 configure projects and solutions and reference assemblies 3 publish web applications 4 understand application pools SMD3 v

124 IT310 Website software SMD3 v

125 IT310 Website software Level: 3 Credit value: 5 Unit aims This is the ability to use a software application designed for planning, designing and building websites. On completion of this unit a candidate should be able to select and use a range of advanced website software tools and techniques to develop multiple-page websites with multimedia and interactive features. Website software tools and techniques will be defined as advanced because: the software tools and functions used will be complex and at times involve having the idea that there may be a tool or function to do something (eg improve efficiency or create an effect), exploring technical support, self-teaching and applying; the development techniques will be complex, and will involve research, identification and application; and the user will take full responsibility for planning and developing the structure, inputting, manipulating, adding multimedia or interactive features, uploading and publishing the information. Learning outcomes There are 3 learning outcomes to this unit. The learner will be able to: 1. Create structures and styles and use them to produce websites 2. Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 3. Publish and test multiple page websites with multimedia and interactive features Guided learning hours It is recommended that 40 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to the Level 3 the National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT) Additional guidance Examples of context could include a shopping website linked to product information and a stock control database Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

126 IT310 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles and uses them to produce websites 1 determine what website content and layout will be needed for each page and for the site 2 plan and create web page templates to layout content 3 select and use website features and structures to enhance website navigation and functionality 4 create, select and use styles to enhance website consistency and readability 5 provide guidance on laws, guidelines and constraints that affect the content and use of websites 6 explain what access issues may need to be taken into account 7 explain when and why to use different file types for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages in line with any copyright constraints, including across different software 3 select and use appropriate editing and formatting techniques to aid meaning 4 select and use appropriate programming and development techniques to add features and enhance websites 5 select and use file formats that make information easier to download 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish and test multiple page websites with multimedia and interactive features 1 select and use appropriate testing methods to check that all elements and features of complex websites are working as planned 2 identify any quality problems with websites and explain how to respond to them 3 select and use an appropriate programme to upload and publish the website and make sure that it will download efficiently 4 respond appropriately to quality problems with websites to ensure outcomes are fit for purpose SMD3 v

127 IT210 Website software SMD3 v

128 IT210 Website software Level: 2 Credit value: 4 Unit aims This is the ability to use a software application designed for planning, designing and building websites. This unit is about the skills and knowledge required by an IT user to select and use a wide range of intermediate website software tools and techniques to produce multiple-page websites. Any aspect that is unfamiliar may require support and advice from others. Website software tools and techniques will be described as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of development techniques will need to take account of a number of factors or elements; and the user will take some responsibility for planning the website, creating or altering the template, inputting, manipulating, linking and uploading the content Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Create structures and styles for websites 2. Use website software tools to prepare content for websites 3. Publish websites Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards (if appropriate) Unit maps fully to competences outlined in IT User National Occupational Standards version 3 (2009) Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

129 IT210 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles for websites 1 describe what website content and layout will be needed for each page 2 plan and create web page templates to layout 3 select and use website features and structures to help the user navigate round web pages within the site 4 create, select and use styles to keep the appearance of web pages consistent and make them easy to understand 5 describe how copyright and other constraints may affect the website 6 describe what access issues may need to be taken into account 7 describe what file types to use for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use website software tools to prepare content for websites 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages including across different software 3 select and use appropriate editing and formatting techniques to aid both clarity and navigation 4 select and use appropriate development techniques to link information across pages 5 change the file formats appropriately for content 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish websites 1 select and use appropriate testing methods to check that all elements of websites are working as planned 2 identify any quality problems with websites and how to respond to them 3 select and use an appropriate programme to upload and publish the website 4 respond appropriately to problems with multiple page websites SMD3 v

130 SMB8 CIW Internet Business Foundations SMD3 v

131 SMB8 CIW Internet Business Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is for the learner to require the underpinning knowledge needed for them to sit the CIW Internet Business Foundations exam. In order to do this the learner will learn to understand IT roles, web technology requirements and be able to manage client side requirements and manage web-based communication. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand IT roles 2. Understand web technology requirements 3. Be able to manage Client side requirements 4. Be able to manage web based communication Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Internet Business Foundations exam SMD3 v

132 SMB8 CIW Internet Business Foundations Learning outcomes and assessment criteria Outcome 1 Understand IT roles 1 identify current job roles 2 identify current job role responsibilities 3 evaluate current jobs tasks and skills requirement Outcome 2 Understand web technology requirements 1 investigate current internet hardware 2 investigate current protocols 3 investigate current communications systems 4 explain the principles of DNS Outcome 3 Be able to manage Client side requirements 1 manage the use and customisation of web browser resources 2 manage the use of resources 3 manage the use of Internet search engines Outcome 4 Be able to manage web based communication 1 investigate current web based security issues 2 manage synchronous web based communication 3 manage asynchronous web based communication 4 manage web database and data exchange 5 investigate current cloud computing and virtualisation developments SMD3 v

133 SMB9 CIW Site Development Foundations SMD3 v

134 SMB9 CIW Site Development Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Site Development Foundations exam. In order to do this the learner will learn to create web pages incorporating different features and functions. They will also learn web enhancements and manage the e-commerce requirements of a website. Learning outcomes There are three outcomes to this unit. The learner will: 1. Be able to create a web page 2. Understand web site enhancements 3. Be able to manage the e-commerce requirements of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Site Development Foundations exam SMD3 v

135 SMB9 CIW Site Development Foundations Learning outcomes and assessment criteria Outcome 1 Be able to create a web page 1 manage the creation of a web page 2 manage the inclusion of images 3 manage the creation of forms 4 manage the colour scheme of a web site 5 manage the implementation of XML/HTML/XHTML 6 manage the implementation of style sheets Outcome 2 Understand web site enhancements 1 investigate current multimedia technology 2 manage a web site using GUI based software 3 critically test the functionality of a website Outcome 3 Be able to manage the e-commerce requirements of a website 1 plan the deployment of a web site 2 investigate current e-commerce resources 3 manage database connectivity 4 manage the end user experience 5 investigate the issues in managing a e-commerce site SMD3 v

136 SMB10 CIW Perl Fundamentals SMD3 v

137 SMB10 CIW Perl Fundamentals Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Perl Fundamentals exam. In order to accomplish this, the learner will learn to understand the principles of PERL, including the uses and operation of the PERL interpreter. The learner will also learn to manipulate data using PERL and manage external data. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand PERL Principles 2. Be able to manipulate data using Perl 3. Be able to manage external data Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Perl Fundamentals exam SMD3 v

138 SMB10 CIW Perl Fundamentals Learning outcomes and assessment criteria Outcome 1 Understand PERL Principles 1 investigate the uses and operation of the Perl Interpreter 2 direct program flow using statements, loops and boolean expressions 3 implement subroutines, packages and modules 4 create and amend object oriented code 5 use subroutines to make code more logical and easier to debug Outcome 2 Be able to manipulate data using Perl 1 use regular expressions to search and manipulate strings 2 use arrays to store and manipulate program data 3 manage program data with keys and hashes Outcome 3 Be able to manage external data 1 manage external data in files 2 use packages and modules to organise, reuse and export program code 3 manage external database data using Perl modules and SQL 4 use Perl debugging features to identify programming errors SMD3 v

139 SMB11 CIW Database design SMD3 v

140 SMB11 CIW Database design Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW database design exam. In order to do this the learner will learn to understand relationship databases and the design of relational databases. The learner will also learn to normalise a database as well as learning to implement SQL and Relational Algebra. Lastly the learner will be taught how to manage database transactions and security. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand relational database fundamentals 2. Understand relational database design 3. Be able to normalize a database 4. Be able to implement the structured query language 5. Be able to implement relational algebra 6. Be able to manage database transactions and security Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW database design exam SMD3 v

141 SMB11 CIW Database design Learning outcomes and assessment criteria Outcome 1 Understand relational database fundamentals 1 identify basic database types and management systems 2 evaluate common database languages and their purposes, and identify language subsets of Structured Query Language (SQL) 3 identify relational data modelling schemas, characteristics and manipulation Outcome 2 Understand relational database design 1 identify the steps of the database planning life cycle 2 identify the activities in the conceptual design phase of a database Outcome 3 Be able to normalize a database 1 design a database using normalisation 2 describe logical database design steps and practices 3 apply normalization techniques and processes Outcome 4 Be able to implement the structured query language 1 identify SQL commands and syntax 2 design and implement statements using Data Definition Language (DDL) 3 implement Form commands using Data Manipulation Language 4 manage the use of Data Control Language statements Outcome 5 Be able to implement relational algebra 1 design relational algebra to improve database design 2 implement joins in a database Outcome 6 Be able to manage database transactions and security 1 develop transactions and currency control 2 manage database security elements SMD3 v

142 SMB12 CIW Security essentials SMD3 v

143 SMB12 CIW Security essentials Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW security essentials exam. To do this the learner will learn to understand the principles of networks, including access control and security threat types. They will also learn network encryption, how to implement network security and how to understand and implement firewall solutions. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand network security principles 2. Understand encryption 3. Be able to implement network security 4. Be able to protect a networked environment 5. Understand firewall solutions 6. Be able to implement a firewall solution Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW security essentials exam SMD3 v

144 SMB12 CIW Security essentials Learning outcomes and assessment criteria Outcome 1 Understand network security principles 1 identify various security policy elements 2 identify risk factors 3 identify security-related organizations, 4 manage key resources to secure 5 manage general security threat types 6 manage access control Outcome 2 Understand encryption 1 identify current encryption technologies 2 plan the implementation of internetwork encryption 3 manage the implementation of internetwork encryption 4 evaluate the implementation of internetwork encryption Outcome 3 Be able to implement network security 1 plan the implementation of a network security solution 2 manage the implementation of a network security solution 3 evaluate the implementation of a network security solution Outcome 4 Be able to protect a networked environment 1 review the security of a networked environment 2 monitor a networked system 3 identify a network security attack 4 manage the protection of a networked security Outcome 5 Understand firewall solutions 1 identify firewall types and technologies 2 identify current firewall solutions Outcome 6 Be able to implement a firewall solution 1 design a multi-level firewall system 2 evaluate the implementation of a multi-level firewall system SMD3 v

145 SMB13 CIW Web Foundations Associate SMD3 v

146 SMB13 CIW Web Foundations Associate Level: 3 Credit value: 30 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW Web Foundations Associate exam. To do this the learner will learn to understand how business can be carried out using the Internet. They will also learn website development foundations and Internet technology. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand Internet Business Foundations 2. Understand Site Development Foundations 3. Understand Network Technology Foundations Guided learning hours It is recommended that 180 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Web Foundations Associate exam SMD3 v

147 SMB13 CIW Web Foundations Associate Learning outcomes and assessment criteria Outcome 1 Understand Internet Business Foundations 1 identify IT job roles 2 define hardware and software for internet communication 3 identify common issues with web based communication 4 manage web based communication 5 evaluate a range of web database and integration resources Outcome 2 Understand Site Development Foundations 1 evaluate web site style requirements 2 manage the implementation of a web site using HTML and XHTML 3 manage the implementation of a web site using XML 4 critically evaluate websites using productivity tools 5 manage the promotion of a website 6 manage a web server environment 7 manage a web sites e-commerce activities Outcome 3 Understand Network Technology Foundations 1 define hardware, software and communications requirements of a network infrastructure 2 manage the addressing requirements of a networked system 3 manage the web based client server relationship 4 maintain a web server 5 investigate virtualisation technologies 6 investigate issues with privacy on a network infrastructure SMD3 v

148 SMB14 CIW JavaScript Specialist SMD3 v

149 SMB14 CIW JavaScript Specialist Level: 3 Credit value: 10 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW JavaScript Specialist exam. To do this the learner will learn how to understand the principles of JavaScript including how to embed JavaScript into HTML and use scripting commands. The learner will also learn functional programming and object oriented programming using JavaScript. Lastly they will learn how websites interact with JavaScript. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand JavaScript Principles 2. Understand functional programming using JavaScript 3. Understand object oriented programming using JavaScript 4. Understand how web sites interact with JavaScript Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW JavaScript Specialist exam SMD3 v

150 SMB14 CIW JavaScript Specialist Learning outcomes and assessment criteria Outcome 1 Understand JavaScript Principles 1 identify key JavaScript elements 2 critically compare JavaScript with other scripting languages 3 investigate the differences between client side and server side applications 4 embed JavaScript into HTML 5 define JavaScript Data Types and variables 6 use expressions, operators, concatenation and addition 7 use scripting commands 8 define operator precedence Outcome 2 Understand functional programming using JavaScript 1 explain how to use JavaScript functions 2 manage the transfer of data between functions 3 manage the use of global and local variables Outcome 3 Understand object oriented programming using JavaScript 1 explain the JavaScript object model 2 create and deploy JavaScript objects 3 manage the passing of data between different JavaScript objects Outcome 4 Understand how web sites interact with JavaScript 1 explain the use of form objects in JavaScript 2 use form objects when building web applications 3 manage the use of cookies in web applications 4 use functions and variables within framesets and related windows 5 create and manipulate client-side databases SMD3 v

151 WD3 Web development SMD3 v

152 WD3 Web development Level: 3 Credit value: 10 Unit aim The aim of this unit is to provide learners with an understanding of the functions of websites allowing them to develop a website to operate on a network and the Internet Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand web architecture and components 2. Understand the technologies that can be used to build and operate a website 3. Develop a website specification 4. Implement elements of a website Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Assessment guidance Portfolio of evidence Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learner must provide a portfolio of evidence SMD3 v

153 WD3 Web development Learning outcomes and assessment criteria Outcome 1 Understand web architecture and components 1 describe the hardware and software components which enable the internet and web 2 explain the role of the TCP/IP protocol including IPv6 3 explain the role of internet service providers, web hosting services and domain name registrars 4 describe available types of web functionality including Web1.0, Web 2.0, blogs, online applications and cloud computing Outcome 2 Understand the technologies that can be used to build and operate a website 1 explain the use of markup languages 2 explain the use and functionality of: web runtime environments web application programming languages 3 explain the role of databases in building websites and web applications 4 identify typical product stack combinations that can be used for web development Outcome 3 Develop a website specification 1 produce a pre-production proposal document for a website development project 2 identify the components required to develop a website 3 produce an implementation plan for a website development Outcome 4 Implement elements of a website 1 design components of a website 2 develop components of a website 3 test components of a website SMD3 v

154 WF2 Web fundamentals SMD3 v

155 WF2 Web fundamentals Level: 2 Credit value: 7 Unit aim The aim of this unit is to introduce learners to the functions of websites allowing them to fully understand how they operate on a network and the Internet Learning outcomes There are three outcomes to this unit. The learner will: 1. Know web architecture and components 2. Know about the technologies used to build and operate websites 3. Implement specified components of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Assessment guidance Portfolio of evidence Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learner must provide a portfolio of evidence SMD3 v

156 WF2 Web fundamentals Learning outcomes and assessment criteria Outcome 1 Know web architecture and components 1 list the hardware and software components which enable the internet and web 2 state the role of the TCP/IP protocol 3 state the role of internet service providers, web hosting services and domain name registrars 4 identify available types of web functionality Outcome 2 Know about the technologies used to build and operate websites 1 state the purpose of markup languages and list commonly used examples 2 identify the roles of: web runtime environments web application programming languages; and databases in building websites and web applications 3 identify typical product stack combinations that can be used for web development Outcome 3 Implement specified components of a website 1 state the components required to produce a website 2 design specified components of a website 3 develop specified components of a website 4 test specified components of a website SMD3 v

157 P2S Optional units social media and digital marketing SMD3 v

158 SA305 Communicating using digital marketing/sales channels SMD3 v

159 SA305 Communicating using digital marketing/sales channels Level: 3 Credit value: 4 Unit aim This unit aims to provide the knowledge and skills needed to carry out digital marketing via multiple channels using digital media which are both media and technology independent. These can therefore include, for example, , SMS (Short Message Service or text messaging), RSS (Rich Text Syndication/Real Simple Syndication) websites, blogs and user-generated content. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Understand how to plan the use of digital media for a specific message, audience and recipients. 2. Be able to plan the use of digital media for a specific message, audience and recipients. 3. Be able to check the digital message can be accessed and/or delivered. 4. Be able to monitor and evaluate the response to digital activity and take any corrective action. Guided learning hours It is recommended that 26 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to Council for Administration Sales NOS: SLS57 Communicate using multiple digital marketing and sales channels. Endorsement of the unit by a sector or other appropriate body This unit is endorsed by CfA, the sector skills council for Sales. Evidence Requirements Learners must provide a portfolio of evidence which covers all the learning outcomes and meets all the assessment criteria. SMD3 v

160 SA305 Communicating using digital marketing/sales channels Learning outcomes and assessment criteria Outcome 1 Understand how to plan the use of digital media for a specific message, audience and recipients 1 explain the selection of the organisation s targeted customers 2 describe expected target audience responses to different electronic media communication methods 3 describe the characteristics, advantages and disadvantages of different software packages for presenting marketing information 4 explain the requirements of using multiple digital marketing technologies Outcome 2 Be able to plan the use of digital media for a specific message, audience and recipients 1 confirm the sales and marketing objectives for the digital communication, including response rates and sales generated return on investment 2 identify the criteria to be used in selecting recipients in target audience 3 source and acquire targeted lists and databases of recipients in accordance with the plan 4 confirm the range of electronic media best suited to communicating to the target audience in line with the sales and marketing objectives 5 agree with relevant people the marketing communications message designed to engage the customer and which is appropriate for the media selected Outcome 3 Be able to check the digital message can be accessed and/or delivered 1 check any links, keywords, and supporting attachments allow access by recipients to further information 2 identify any risks that the message might be labelled as spam and take action to minimise such risks 3 enable click-through tracking in digital messages in accordance with the plan 4 send messages to targeted customers in accordance with the plan 5 set up reporting system for undeliverables in accordance with organisational procedures Outcome 4 Be able to monitor and evaluate the response to digital activity and take any corrective action 1 record undelivered messages in accordance with reporting system 2 identify repeat communications requirements in line with the sales and marketing objectives 3 monitor and evaluate the responses to digital marketing against agreed criteria 4 report the findings of the evaluation in accordance with organisational procedures SMD3 v

161 SMB15 Creating and optimising content for the web SMD3 v

162 SMB15 Creating and optimising content for the web Level: 3 Credit value: 7 Unit aim This unit is about creating optimised online profiles, blog and micro-blog content and the legal implications surrounding this. Learning outcomes There are seven outcomes to this unit. The learner will: 1. Be able to create and analyse online profiles 2. Be able to analyse use of blogs, e-articles and micro-blogs for a business 3. Be able to write content for the web for a business 4. Be able to incorporate media or rich-media into content for the web for a business 5. Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 6. Be able to use social bookmarking, tagging and syndication for content for a business 7. Be able to use analytics tools to monitor content on the web Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

163 SMB15 Creating and optimising content for the web Learning outcomes and assessment criteria Outcome 1 Be able to create and analyse online profiles 1 define the term online profile 2 compare and contrast a range and types of social media online profiles 3 explain the principles of optimising online profiles for search engine optimisation (SEO) 4 describe the characteristics of an online profile for an audience 5 identify potential security and privacy issues of online profile 6 create online profiles optimised for SEO 7 research a range of personal and business online profiles 8 recommend improvements to personal and business online profiles Outcome 2 Be able to analyse use of blogs, e-articles and micro-blogs for a business 1 compare blogs, micro-blogs and e-articles 2 explain the importance of using SEO for a blog, micro-blog and e-article 3 explain how to optimise a blog, micro-blog and e-article for SEO 4 explain how blogs, micro-blogs and e-articles can amplify and propagate news and information 5 identify the reasons for using blogs, micro-blogs and e-articles for a business 6 analyse the advantages and disadvantages of content syndication for blogs, micro-blogs and e-articles 7 identify a content strategy for blogs, micro-blogs and e-articles for a business 8 explain how to encourage engagement and sharing of blogs, micro-blogs and e-articles Outcome 3 Be able to write content for the web for a business 1 explain the characteristics of good content writing for the web 2 explain how writing content for the web affects brand, perception and reputation 3 analyse a range of content from the web for similar business or industries 4 recommend improvements to content from the web for similar business or industries 5 create a range of content for the web for a business Outcome 4 Be able to incorporate media or rich-media into content for the web for a business 1 define media and rich-media 2 explain the importance of using media and rich-media on the web 3 explain how the choice of media and rich-media can affect brand, perception and reputation 4 explain how to optimise media and rich-media for SEO 5 explain how media and rich-media can amplify and propagate news and information 6 enhance a range of content for the web for a business using media or rich-media SMD3 v

164 Outcome 5 Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 1 describe the importance of recognising plagiarism 2 describe the principles of Intellectual Property Rights 3 describe the principles of copyright law 4 describe how to protect Intellectual Property rights and copyright 5 describe the implications of copyright law in other countries 6 describe methods for discovering plagiarism, breach of Intellectual Property rights and copyright law 7 describe the purpose of Creative Commons Licences on the Internet 8 describe the use of Creative Commons licences in relation to use of content on the web 9 describe the implications of content ownership on a business Outcome 6 Be able to use social bookmarking, tagging and syndication for content for a business 1 define the term social bookmarking 2 define the term tagging 3 explain the importance of social bookmarking to share content on the web 4 compare social bookmarking tools 5 use a social bookmarking tool to bookmark a range of content for a business 6 explain the importance of tagging content on the web for a business 7 enhance a business content for the web by tagging 8 define the term Really Simple Syndication (RSS) 9 explain the importance of using RSS for distribution of updated content on the web for a business 10 use an RSS reader to collate relevant content from the web for a business Outcome 7 Be able to use analytics tools to monitor content on the web 1 use an analytics tool to track activity on web content for a business 2 analyse changes in sentiment to a range of content on the web for a business 3 recommend improvements to a range of content on the web for a business SMD3 v

165 SMB16 Use digital and social media in marketing campaigns SMD3 v

166 SMB16 Use digital and social media in marketing campaigns Level: 2 Credit value: 2 Unit aim This unit is about understanding planning requirements for the use of digital and social media and also marketing to target customers using digital and social media. Learning outcomes There are two outcomes to this unit. The learner will: 1. Understand planning requirements for the use of digital and social media 2. Be able to market to target customers using digital and social media Guided learning hours It is recommended that 7 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Council for Administration NOS, Marketing Market to target customers using digital/electronic media Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

167 SMB16 Use digital and social media in marketing campaigns Learning outcomes and assessment criteria Outcome 1 Understand planning requirements for the use of digital and social media 1 describe the importance of the objectives and budget for digital and social media marketing aligning with the marketing plan 2 describe how to identify the nature and location of target customers 3 describe sources of information about the nature and location of target customer groups 4 explain the implications of retention and acquisition programmes as they affect the choice of digital/social media 5 explain how to reach target customers in accordance with the plan 6 explain the requirements of a data collection and reporting system that is capable of capturing the information required by the plan 7 explain the importance of agreeing the message that conveys the marketing proposition Outcome 2 Be able to market to target customers using digital and social media 1 ensure marketing messages are distributed in accordance with the plan 2 ensure that digital/social media marketing is conducted in accordance with legal, regulatory and industry requirements and standards 3 explain how to address problems in accordance with the plan SMD3 v

168 SMB17 Principles of mobile social media for a business SMD3 v

169 SMB17 Principles of mobile social media for a business Level: 3 Credit value: 5 Unit aim This unit acts as an introduction for a learner into the area of mobile social media marketing looking at the solutions for a business Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand what mobile social media is and how it is used by businesses and consumers 2. Understand the factors affecting the choice of mobile social media for a business 3. Be able to create and distribute social media content for a mobile device for a business 4. Understand the use of location aware applications for a business and consumers Guided learning hours It is recommended that 28 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

170 SMB17 Principles of mobile social media for a business Learning outcomes and assessment criteria Outcome 1 Understand what mobile social media is and how it is used by businesses and consumers 1 compare different types of mobile social media 2 describe the ways business can use mobile social media as part of their marketing 3 explain the reasons business could use mobile social media for marketing 4 identify devices on which consumers/business can access social media 5 describe the cost benefit argument for accessing social media on a mobile device for a business 6 describe the ways consumers access social media on a mobile device 7 describe the barriers to accessing mobile social media Outcome 2 Understand the factors affecting the choice of mobile social media for a business 1 explain how using mobile social media fits into the overall social media marketing plan of a business 2 define the audience groups for mobile social media for a business 3 explain how the potential audience affects the choice of mobile social media for a business 4 explain how social relevance informs a mobile social media marketing plan for a business 5 describe the types of content that could be accessed on a mobile device 6 explain the factors that affect content design for mobile social media 7 describe how the attention span of mobile social media consumers will limit the design of mobile content Outcome 3 Be able to create and distribute social media content for a mobile device for a business 1 identify the distribution methods for adding content onto mobile devices for a business 2 identify the types of mobile social media and content required for a marketing campaign for a business 3 describe what success could look like when using mobile social media for a business 4 create mobile social media content for a business in readiness for distribution to a mobile device 5 distribute mobile social media content for a business 6 explain how to monitor the effectiveness of mobile social media content SMD3 v

171 Outcome 4 Understand the use of location aware applications for a business and consumers 1 research the different types of location aware applications 2 describe in what circumstances a business could use location aware applications for marketing 3 describe the advantages and disadvantages of location aware applications for a consumer 4 describe why using location aware applications appeal to a certain audience demographic 5 explain the steps a business could take to implement a location aware application SMD3 v

172 SMB18 Principles of social media advertising and promotion SMD3 v

173 SMB18 Principles of social media advertising and promotion Level: 3 Credit value: 6 Unit aim This unit acts as an introduction for a learner into the area of social media advertising and promotion Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to plan how to use digital vouchers for marketing purposes 2. Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 3. Understand the use of promotional campaigns on social networking sites 4. Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign Guided learning hours It is recommended that 34 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

174 SMB18 Principles of social media advertising and promotion Learning outcomes and assessment criteria Outcome 1 Be able to plan how to use digital vouchers for marketing purposes 1 define the term digital vouchers 2 explain the potential uses of digital vouchers 3 research the current disadvantages of digital vouchers 4 explain how to overcome the barriers of using digital vouchers for acquisition and retention of customers 5 plan a SMART digital voucher campaign for a business 6 explain methods of managing a digital voucher system 7 explain how to measure the effectiveness of a digital voucher campaign Outcome 2 Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 1 explain the factors to consider when creating social networking site adverts 2 justify the use of social networking site advertising campaigns 3 explain the importance of identifying the required outcomes from the social networking advertising campaigns 4 explain the advantages of creating more than one advertising campaign running in parallel on the same social networking site 5 explain why a social networking advertising campaign might fail 6 plan parallel social networking site advertising campaigns for a business 7 explain methods of monitoring social networking site advertising campaigns 8 identify changes that might be required for a Social Networking advertising campaign based on monitoring results Outcome 3 Understand the use of promotional campaigns on social networking sites 1 define promotional campaigns on social networking sites 2 compare different types of promotional campaigns on social networking sites 3 explain why to use promotional campaigns on social networking sites 4 explain the limitations imposed by social networking sites on promotional campaigns 5 explain how to comply with restrictions on promotional campaigns on social networking sites 6 explain the factors which could cause negative PR when running a promotional campaign Outcome 4 Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign 1 explain the current national and international legal and organisational guidelines relating to the use of social networking site adverts 2 explain the importance of following current national and international legal and organisational guidelines for a social networking advertising/promotional campaign SMD3 v

175 7.5 Pathway P3 Optional units SMD3 v

176 SMB3 Content management system website creation SMD3 v

177 SMB3 Content management system website creation Level: 3 Credit value: 7 Unit aim This unit is an introduction to website creation using content management system software (CMS). It includes implementation of keywords, use of templates, blog and measuring success. It also covers an awareness of accessibility Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to create a plan for the components of a Content Management System (CMS) Website 2. Be able to use CMS Software to create a Website 3. Understand how to make a website accessible 4. Be able to measure and improve the return on investment (ROI) of a website Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

178 SMB3 Content management system website creation Learning outcomes and assessment criteria Outcome 1 Be able to create a plan for the components of a Content Management System (CMS) website 1 define the term Content Management System (CMS) 2 describe the features and functions of CMS Website software 3 explain the advantages and disadvantages of different hosting options 4 describe what success could look like when using a CMS website 5 identify keywords and/or keyword phrases to be used on each page of a website 6 register with a hosting provider with a suitable domain name in relation to keywords and/or keyword phrases identified 7 identify the website template to be used for a website 8 plan the content and layout needed for each page on a website 9 explain how laws, guidelines and constraints affect the content and use of websites 10 explain when and why to use different file types for saving content Outcome 2 Be able to use CMS software to create a website 1 customise a website template in relation to a plan 2 use planned content to populate a website template 3 use programming and development techniques to add features and enhance a website 4 include keywords and/or keyword phrases in website meta-tags 5 include a blog in a website implementation 6 store and retrieve files in line with local guidelines and conventions where available 7 include links to social networking sites in relation to a plan 8 include buttons to share content on a website 9 use testing methods to check that all elements and features of a website are working 10 register a website with search engines Outcome 3 Understand how to make a website accessible 1 define the term accessible websites 2 explain the legal guidelines relating to web accessibility 3 explain how parts of a website should be modified to make it accessible 4 analyse whether a website follows accessibility guidelines 5 identify improvements to a website to ensure it follows accessibility guidelines Outcome 4 Be able to measure and improve the return on investment (ROI) of a website 1 explain the importance of measuring traffic to a website 2 identify methods of measuring the return on investment (ROI) of a website 3 use analytic tools to monitor the traffic to a website 4 define the term bounce rate 5 explain the impact of bounce rate on a website 6 identify improvements to a website based on analytical information SMD3 v

179 SMB4 Understanding Customer Relationship Management for creative business SMD3 v

180 SMB4 Understanding Customer Relationship Management for creative business Level: 3 Credit value: 3 Unit aim This unit is about understanding CRM and its relationship with brand campaigns. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand the importance of CRM and ecrm to creative businesses 2. Understand the impact of social media and social businesses on CRM 3. Understand the importance and use of data in CRM campaigns 4. Be able to present a proposed CRM campaign Guided learning hours It is recommended that 15 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by Skillset, the Sector Skills Council for the Creative Industries Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

181 SMB4 Understanding Customer Relationship Management for creative business Learning outcomes and assessment criteria Outcome 1 Understand the importance of CRM and ecrm to creative businesses 1 describe CRM 2 explain the importance of CRM 3 describe a range of CRM techniques 4 research and report on range of professional tools to aid CRM Outcome 2 Understand the impact of social media and social businesses on CRM 1 identify a range of examples of social brands using social media, location based media, mobile media as CRM 2 develop an outline CRM process for a brand Outcome 3 Understand the importance and use of data in CRM campaigns 1 describe data forms produced by a range of campaigns and measurements of success 2 explain the use of data in optimising CRM campaigns Outcome 4 Be able to present a proposed CRM campaign 1 prepare and present a professional outline CRM process SMD3 v

182 SMB5 Imaging software SMD3 v

183 SMB5 Imaging software Level: 2 Credit value: 4 Unit aim This unit aims to show that a user can select and use a range of intermediate design and imaging software tools and techniques to produce at times non-routine or unfamiliar designs and images. Any aspect that is unfamiliar may require support and advice from others. Imaging software tools and techniques will be defined as intermediate because: the range of entry, manipulation and outputting techniques will be at times non-routine or unfamiliar; the software tools and functions involved will at times be non-routine or unfamiliar; and the user will take some responsibility for setting up or developing the type or structure. Learning outcomes There are two outcomes to this unit. The learner will: 1. Obtain, insert and combine information for images 2. Use imaging software tools to create, manipulate and edit images Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: work flow process maps, drawings or edited photos for a website SMD3 v

184 SMB5 Imaging software Learning outcomes and assessment criteria Outcome 1 Obtain, insert and combine information for images 1 describe what images are needed 2 obtain, input and prepare images to meet needs 3 describe what copyright and other constraints apply to the use of images 4 use appropriate techniques to organise and combine information of different types or from different sources 5 describe the context in which the images will be used 6 describe what file format to use for saving images to suit different presentation methods 7 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use imaging software tools to create, manipulate and edit images 1 identify what technical factors affecting images need to be taken into account and how to do so 2 select and use suitable techniques to create images 3 use guide lines and dimensioning tools appropriately to enhance precision 4 select and use appropriate tools and techniques to manipulate and edit images 5 check images meet needs, using IT tools and making corrections as necessary 6 identify and respond to quality problems with images to make sure that they meet needs SMD3 v

185 SMB6 Video software SMD3 v

186 SMB6 Video software Level: 2 Credit value: 3 Unit aim This unit aims to show that the user can select and use a wide range of intermediate audio or video software tools and techniques to record and edit audio or video sequences that are at times non-routine or unfamiliar. Any aspect that is unfamiliar may require support and advice from others. Audio and video software tools and techniques will be defined as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of input, manipulation and output techniques will need to take account of a number of factors or elements and at times be multi-step; the user will take some responsibility for inputting, manipulating and outputting the information Learning outcomes There are three outcomes to this unit. The learner will: 1. Use video hardware and software to capture sequences 2. Use video software tools and techniques to combine and edit sequences 3. Play and present video sequences Guided learning hours It is recommended that 20 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must provide a portfolio of evidence for this unit. Guidance Examples of context: Recording pre-planned video and sound footage on a video camera, downloading the footage to a computer, then editing to create a short sequence, including adding some backing music. SMD3 v

187 SMB6 Video software Learning outcomes and assessment criteria Outcome 1 Use video hardware and software to capture sequences 1 identify the combination of input device and video software to use to capture information, to avoid any compatibility issues 2 select and use an appropriate combination of input device and video software to record sequences 3 describe the impact file size and file format will have on saving sequences 4 identify when to use different types of information coding and compression 5 store and retrieve sequences using appropriate file formats and compression, in line with local guidelines and conventions where available Outcome 2 Use video software tools and techniques to combine and edit sequences 1 identify the sequences to add, keep and remove 2 select and use appropriate video software tools to mark-up and edit sequences 3 organise and combine information for sequences in line with any copyright constraints, including across different software 4 describe how copyright constraints affect use of own and others information Outcome 3 Play and present video sequences 1 describe the features and constraints of playback software and display devices 2 select and use an appropriate combination of video playback software and display device to suit the file format 3 identify the settings which could be adjusted to improve the quality of presentations 4 adjust playback and display settings to enhance the quality of the presentation SMD3 v

188 SMB7 MTA: Web Development Fundamentals SMD3 v

189 SMB7 MTA: Web Development Fundamentals Level: 2 Credit value: 10 Unit aim The aim of this unit is to provide the learner with the underpinning knowledge about different web applications and how they can work with data and service. The learner will also learn to understand how to debug web applications, how to work with client side scripting and how to configure the deployment of a web application. Learning outcomes There are five outcomes to this unit. The learner will: 1. Programming web applications 2. Working with data and services 3. Troubleshooting and debugging web applications 4. Working with client-side scripting 5. Configuring and deploying web applications Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learner must achieve the relevant Microsoft exam associated with this unit SMD3 v

190 SMB7 MTA: Web Development Fundamentals Learning outcomes and assessment criteria Outcome 1 Programming web applications 1 customize the layout and appearance of a Web page 2 understand ASP.NET intrinsic objects 3 understand state information in Web applications 4 understand events and control page flow 5 understand controls 6 understand configuration files Outcome 2 Working with data and services 1 read and write XML data 2 distinguish between DataSet objects and DataReader objects 3 call a service from a Web page 4 understand DataSource controls 5 bind controls to data by using data-binding syntax 6 manage data connections and databases Outcome 3 Troubleshooting and debugging web applications 1 debug a web application 2 handle web application errors Outcome 4 Working with client-side scripting 1 understand client-side scripting 2 understand AJAX concepts Outcome 5 Configuring and deploying web applications 1 configure authentication and authorization 2 configure projects and solutions and reference assemblies 3 publish web applications 4 understand application pools SMD3 v

191 IT310 Website software SMD3 v

192 IT310 Website software Level: 3 Credit value: 5 Unit aims This is the ability to use a software application designed for planning, designing and building websites. On completion of this unit a candidate should be able to select and use a range of advanced website software tools and techniques to develop multiple-page websites with multimedia and interactive features. Website software tools and techniques will be defined as advanced because: the software tools and functions used will be complex and at times involve having the idea that there may be a tool or function to do something (eg improve efficiency or create an effect), exploring technical support, self-teaching and applying; the development techniques will be complex, and will involve research, identification and application; and the user will take full responsibility for planning and developing the structure, inputting, manipulating, adding multimedia or interactive features, uploading and publishing the information. Examples of context: Shopping website linked to product information and stock control database Learning outcomes There are 3 learning outcomes to this unit. The learner will be able to: 1. Create structures and styles and use them to produce websites 2. Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 3. Publish and test multiple page websites with multimedia and interactive features Guided learning hours It is recommended that 40 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to the Level 3 the National Occupational Standards for IT users devised by e-skills UK (Sector Skills Council for ICT) Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

193 IT310 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles and uses them to produce websites 1 determine what website content and layout will be needed for each page and for the site 2 plan and create web page templates to layout content 3 select and use website features and structures to enhance website navigation and functionality 4 create, select and use styles to enhance website consistency and readability 5 provide guidance on laws, guidelines and constraints that affect the content and use of websites 6 explain what access issues may need to be taken into account 7 explain when and why to use different file types for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Select and use website software tools and features to develop multiple page websites with multimedia and interactive features 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages in line with any copyright constraints, including across different software 3 select and use appropriate editing and formatting techniques to aid meaning 4 select and use appropriate programming and development techniques to add features and enhance websites 5 select and use file formats that make information easier to download 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish and test multiple page websites with multimedia and interactive features 1 select and use appropriate testing methods to check that all elements and features of complex websites are working as planned 2 identify any quality problems with websites and explain how to respond to them 3 select and use an appropriate programme to upload and publish the website and make sure that it will download efficiently 4 respond appropriately to quality problems with websites to ensure outcomes are fit for purpose SMD3 v

194 IT210 Website software SMD3 v

195 IT210 Website software Level: 2 Credit value: 4 Unit aims This is the ability to use a software application designed for planning, designing and building websites. This unit is about the skills and knowledge required by an IT user to select and use a wide range of intermediate website software tools and techniques to produce multiplepage websites. Any aspect that is unfamiliar may require support and advice from others. Website software tools and techniques will be described as intermediate because: the software tools and functions involved will at times be non-routine or unfamiliar; the choice and use of development techniques will need to take account of a number of factors or elements; and the user will take some responsibility for planning the website, creating or altering the template, inputting, manipulating, linking and uploading the content Learning outcomes There are three learning outcomes to this unit. The learner will: 1. Create structures and styles for websites 2. Use website software tools to prepare content for websites 3. Publish websites Guided learning hours It is recommended that 30 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards (if appropriate) Unit maps fully to competences outlined in IT User National Occupational Standards version 3 (2009) Evidence requirement Learners will be required to provide a portfolio of evidence indicating that they have met all the unit outcomes and assessment criteria. SMD3 v

196 IT210 Website software Learning outcomes and assessment criteria Outcome 1 Create structures and styles for websites 1 describe what website content and layout will be needed for each page 2 plan and create web page templates to layout 3 select and use website features and structures to help the user navigate round web pages within the site 4 create, select and use styles to keep the appearance of web pages consistent and make them easy to understand 5 describe how copyright and other constraints may affect the website 6 describe what access issues may need to be taken into account 7 describe what file types to use for saving content 8 store and retrieve files effectively, in line with local guidelines and conventions where available Outcome 2 Use website software tools to prepare content for websites 1 prepare content for web pages so that it is ready for editing and formatting 2 organise and combine information needed for web pages including across different software 3 select and use appropriate editing and formatting techniques to aid both clarity and navigation 4 select and use appropriate development techniques to link information across pages 5 change the file formats appropriately for content 6 check web pages meet needs, using IT tools and making corrections as necessary Outcome 3 Publish websites 1 select and use appropriate testing methods to check that all elements of websites are working as planned 2 identify any quality problems with websites and how to respond to them 3 select and use an appropriate programme to upload and publish the website 4 respond appropriately to problems with multiple page websites SMD3 v

197 SMB8 CIW Internet Business Foundations SMD3 v

198 SMB8 CIW Internet Business Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is for the learner to require the underpinning knowledge needed for them to sit the CIW Internet Business Foundations exam. In order to do this the learner will learn to understand IT roles, web technology requirements and be able to manage client side requirements and manage web-based communication. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand IT roles 2. Understand web technology requirements 3. Be able to manage Client side requirements 4. Be able to manage web based communication Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Internet Business Foundations exam SMD3 v

199 SMB8 CIW Internet Business Foundations Learning outcomes and assessment criteria Outcome 1 Understand IT roles 1 identify current job roles 2 identify current job role responsibilities 3 evaluate current jobs tasks and skills requirement Outcome 2 Understand web technology requirements 1 investigate current internet hardware 2 investigate current protocols 3 investigate current communications systems 4 explain the principles of DNS Outcome 3 Be able to manage Client side requirements 1 manage the use and customisation of web browser resources 2 manage the use of resources 3 manage the use of Internet search engines Outcome 4 Be able to manage web based communication 1 investigate current web based security issues 2 manage synchronous web based communication 3 manage asynchronous web based communication 4 manage web database and data exchange 5 investigate current cloud computing and virtualisation developments SMD3 v

200 SMB9 CIW Site Development Foundations SMD3 v

201 SMB9 CIW Site Development Foundations Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Site Development Foundations exam. In order to do this the learner will learn to create web pages incorporating different features and functions. They will also learn web enhancements and manage the e-commerce requirements of a website. Learning outcomes There are three outcomes to this unit. The learner will: 1. Be able to create a web page 2. Understand web site enhancements 3. Be able to manage the e-commerce requirements of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Site Development Foundations exam SMD3 v

202 SMB9 CIW Site Development Foundations Learning outcomes and assessment criteria Outcome 1 Be able to create a web page 1 manage the creation of a web page 2 manage the inclusion of images 3 manage the creation of forms 4 manage the colour scheme of a web site 5 manage the implementation of XML/HTML/XHTML 6 manage the implementation of style sheets Outcome 2 Understand web site enhancements 1 investigate current multimedia technology 2 manage a web site using GUI based software 3 critically test the functionality of a website Outcome 3 Be able to manage the e-commerce requirements of a website 1 plan the deployment of a web site 2 investigate current e-commerce resources 3 manage database connectivity 4 manage the end user experience 5 investigate the issues in managing a e-commerce site SMD3 v

203 SMB10 CIW Perl Fundamentals SMD3 v

204 SMB10 CIW Perl Fundamentals Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW Perl Fundamentals exam. In order to accomplish this, the learner will learn to understand the principles of PERL, including the uses and operation of the PERL interpreter. The learner will also learn to manipulate data using PERL and manage external data. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand PERL Principles 2. Be able to manipulate data using Perl 3. Be able to manage external data Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Perl Fundamentals exam SMD3 v

205 SMB10 CIW Perl Fundamentals Learning outcomes and assessment criteria Outcome 1 Understand PERL Principles 1 investigate the uses and operation of the Perl Interpreter 2 direct program flow using statements, loops and boolean expressions 3 implement subroutines, packages and modules 4 create and amend object oriented code 5 use subroutines to make code more logical and easier to debug Outcome 2 Be able to manipulate data using Perl 1 use regular expressions to search and manipulate strings 2 use arrays to store and manipulate program data 3 manage program data with keys and hashes Outcome 3 Be able to manage external data 1 manage external data in files 2 use packages and modules to organise, reuse and export program code 3 manage external database data using Perl modules and SQL 4 use Perl debugging features to identify programming errors SMD3 v

206 SMB11 CIW Database design SMD3 v

207 SMB11 CIW Database design Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW database design exam. In order to do this the learner will learn to understand relationship databases and the design of relational databases. The learner will also learn to normalise a database as well as learning to implement SQL and Relational Algebra. Lastly the learner will be taught how to manage database transactions and security. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand relational database fundamentals 2. Understand relational database design 3. Be able to normalize a database 4. Be able to implement the structured query language 5. Be able to implement relational algebra 6. Be able to manage database transactions and security Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW database design exam SMD3 v

208 SMB11 CIW Database design Learning outcomes and assessment criteria Outcome 1 Understand relational database fundamentals 1 identify basic database types and management systems 2 evaluate common database languages and their purposes, and identify language subsets of Structured Query Language (SQL) 3 identify relational data modelling schemas, characteristics and manipulation Outcome 2 Understand relational database design 1 identify the steps of the database planning life cycle 2 identify the activities in the conceptual design phase of a database Outcome 3 Be able to normalize a database 1 design a database using normalisation 2 describe logical database design steps and practices 3 apply normalization techniques and processes Outcome 4 Be able to implement the structured query language 1 identify SQL commands and syntax 2 design and implement statements using Data Definition Language (DDL) 3 implement Form commands using Data Manipulation Language 4 manage the use of Data Control Language statements Outcome 5 Be able to implement relational algebra 1 design relational algebra to improve database design 2 implement joins in a database Outcome 6 Be able to manage database transactions and security 1 develop transactions and currency control 2 manage database security elements SMD3 v

209 SMB12 CIW Security essentials SMD3 v

210 SMB12 CIW Security essentials Level: 3 Credit value: 10 Unit aim The aim of this unit is to give the learner the underpinning knowledge required for them to sit the CIW security essentials exam. To do this the learner will learn to understand the principles of networks, including access control and security threat types. They will also learn network encryption, how to implement network security and how to understand and implement firewall solutions. Learning outcomes There are six outcomes to this unit. The learner will: 1. Understand network security principles 2. Understand encryption 3. Be able to implement network security 4. Be able to protect a networked environment 5. Understand firewall solutions 6. Be able to implement a firewall solution Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW security essentials exam SMD3 v

211 SMB12 CIW Security essentials Learning outcomes and assessment criteria Outcome 1 Understand network security principles 1 identify various security policy elements 2 identify risk factors 3 identify security-related organizations 4 manage key resources to secure 5 manage general security threat types 6 manage access control Outcome 2 Understand encryption 1 identify current encryption technologies 2 plan the implementation of internetwork encryption 3 manage the implementation of internetwork encryption 4 evaluate the implementation of internetwork encryption Outcome 3 Be able to implement network security 1 plan the implementation of a network security solution 2 manage the implementation of a network security solution 3 evaluate the implementation of a network security solution Outcome 4 Be able to protect a networked environment 1 review the security of a networked environment 2 monitor a networked system 3 identify a network security attack 4 manage the protection of a networked security Outcome 5 Understand firewall solutions 1 identify firewall types and technologies 2 identify current firewall solutions Outcome 6 Be able to implement a firewall solution 1 design a multi-level firewall system 2 evaluate the implementation of a multi-level firewall system SMD3 v

212 SMB13 CIW Web Foundations Associate SMD3 v

213 SMB13 CIW Web Foundations Associate Level: 3 Credit value: 30 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW Web Foundations Associate exam. To do this the learner will learn to understand how business can be carried out using the Internet. They will also learn website development foundations and Internet technology. Learning outcomes There are three outcomes to this unit. The learner will: 1. Understand Internet Business Foundations 2. Understand Site Development Foundations 3. Understand Network Technology Foundations Guided learning hours It is recommended that 180 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW Web Foundations Associate exam SMD3 v

214 SMB13 CIW Web Foundations Associate Learning outcomes and assessment criteria Outcome 1 Understand Internet Business Foundations 1 identify IT job roles 2 define hardware and software for internet communication 3 identify common issues with web based communication 4 manage web based communication 5 evaluate a range of web database and integration resources Outcome 2 Understand Site Development Foundations 1 evaluate web site style requirements 2 manage the implementation of a web site using HTML and XHTML 3 manage the implementation of a web site using XML 4 critically evaluate websites using productivity tools 5 manage the promotion of a website 6 manage a web server environment 7 manage a web sites e-commerce activities Outcome 3 Understand Network Technology Foundations 1 define hardware, software and communications requirements of a network infrastructure 2 manage the addressing requirements of a networked system 3 manage the web based client server relationship 4 maintain a web server 5 investigate virtualisation technologies 6 investigate issues with privacy on a network infrastructure SMD3 v

215 SMB14 CIW JavaScript Specialist SMD3 v

216 SMB14 CIW JavaScript Specialist Level: 3 Credit value: 10 Unit aim The aim of this unit is to teach the learner the underpinning knowledge required for them to sit the CIW JavaScript Specialist exam. To do this the learner will learn how to understand the principles of JavaScript including how to embed JavaScript into HTML and use scripting commands. The learner will also learn functional programming and object oriented programming using JavaScript. Lastly they will learn how websites interact with JavaScript. Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand JavaScript Principles 2. Understand functional programming using JavaScript 3. Understand object oriented programming using JavaScript 4. Understand how web sites interact with JavaScript Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by e-skills UK the Sector Skills Council for ICT. Evidence Requirements Learners must achieve the CIW JavaScript Specialist exam SMD3 v

217 SMB14 CIW JavaScript Specialist Learning outcomes and assessment criteria Outcome 1 Understand JavaScript Principles 1 identify key JavaScript elements 2 critically compare JavaScript with other scripting languages 3 investigate the differences between client side and server side applications 4 embed JavaScript into HTML 5 define JavaScript Data Types and variables 6 use expressions, operators, concatenation and addition 7 use scripting commands 8 define operator precedence Outcome 2 Understand functional programming using JavaScript 1 explain how to use JavaScript functions 2 manage the transfer of data between functions 3 manage the use of global and local variables Outcome 3 Understand object oriented programming using JavaScript 1 explain the JavaScript object model 2 create and deploy JavaScript objects 3 manage the passing of data between different JavaScript objects Outcome 4 Understand how web sites interact with JavaScript 1 explain the use of form objects in JavaScript 2 use form objects when building web applications 3 manage the use of cookies in web applications 4 use functions and variables within framesets and related windows 5 create and manipulate client-side databases SMD3 v

218 WD3 Web development SMD3 v

219 WD3 Web development Level: 3 Credit value: 10 Unit aim The aim of this unit is to provide learners with an understanding of the functions of websites allowing them to develop a website to operate on a network and the Internet Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand web architecture and components 2. Understand the technologies that can be used to build and operate a website 3. Develop a website specification 4. Implement elements of a website Guided learning hours It is recommended that 80 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learner must provide a portfolio of evidence SMD3 v

220 WD3 Web development Learning outcomes and assessment criteria Outcome 1 Understand web architecture and components 1 describe the hardware and software components which enable the internet and web 2 explain the role of the TCP/IP protocol including IPv6 3 explain the role of internet service providers, web hosting services and domain name registrars 4 describe available types of web functionality including Web1.0, Web 2.0, blogs, online applications and cloud computing Outcome 2 Understand the technologies that can be used to build and operate a website 1 explain the use of markup languages 2 explain the use and functionality of: web runtime environments web application programming languages 3 explain the role of databases in building websites and web applications 4 identify typical product stack combinations that can be used for web development Outcome 3 Develop a website specification 1 produce a pre-production proposal document for a website development project 2 identify the components required to develop a website 3 produce an implementation plan for a website development Outcome 4 Implement elements of a website 1 design components of a website 2 develop components of a website 3 test components of a website SMD3 v

221 WF2 Web fundamentals SMD3 v

222 WF2 Web fundamentals Level: 2 Credit value: 7 Unit aim The aim of this unit is to introduce learners to the functions of websites allowing them to fully understand how they operate on a network and the Internet Learning outcomes There are three outcomes to this unit. The learner will: 1. Know web architecture and components 2. Know about the technologies used to build and operate websites 3. Implement specified components of a website Guided learning hours It is recommended that 60 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Discipline 4.6 Human computer interaction / interface (HCI) design of the IT and Telecom Standards Endorsement of the unit by a sector or other appropriate body This unit is endorsed by e-skills who are the sector skills council for ICT Evidence Requirements Learner must provide a portfolio of evidence SMD3 v

223 WF2 Web fundamentals Learning outcomes and assessment criteria Outcome 1 Know web architecture and components 1 list the hardware and software components which enable the internet and web 2 state the role of the TCP/IP protocol 3 state the role of internet service providers, web hosting services and domain name registrars 4 identify available types of web functionality Outcome 2 Know about the technologies used to build and operate websites 1 state the purpose of markup languages and list commonly used examples 2 identify the roles of: web runtime environments web application programming languages; and databases in building websites and web applications 3 identify typical product stack combinations that can be used for web development Outcome 3 Implement specified components of a website 1 state the components required to produce a website 2 design specified components of a website 3 develop specified components of a website 4 test specified components of a website SMD3 v

224 SA305 Communicating using digital marketing/sales channels SMD3 v

225 SA305 Communicating using digital marketing/sales channels Level: 3 Credit value: 4 Unit aim This unit aims to provide the knowledge and skills needed to carry out digital marketing via multiple channels using digital media which are both media and technology independent. These can therefore include, for example, , SMS (Short Message Service or text messaging), RSS (Rich Text Syndication/Real Simple Syndication) websites, blogs and user-generated content. Learning outcomes There are four learning outcomes to this unit. The learner will: 1. Understand how to plan the use of digital media for a specific message, audience and recipients. 2. Be able to plan the use of digital media for a specific message, audience and recipients. 3. Be able to check the digital message can be accessed and/or delivered. 4. Be able to monitor and evaluate the response to digital activity and take any corrective action. Guided learning hours It is recommended that 26 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship between the unit and relevant national occupational standards This unit is linked to Council for Administration Sales NOS: SLS57 Communicate using multiple digital marketing and sales channels. Endorsement of the unit by a sector or other appropriate body This unit is endorsed by CfA, the sector skills council for Sales. Evidence Requirements Learners must provide a portfolio of evidence which covers all the learning outcomes and meets all the assessment criteria. SMD3 v

226 SA305 Communicating using digital marketing/sales channels Learning outcomes and assessment criteria Outcome 1 Understand how to plan the use of digital media for a specific message, audience and recipients 1 explain the selection of the organisation s targeted customers 2 describe expected target audience responses to different electronic media communication methods 3 describe the characteristics, advantages and disadvantages of different software packages for presenting marketing information 4 explain the requirements of using multiple digital marketing technologies Outcome 2 Be able to plan the use of digital media for a specific message, audience and recipients 1 confirm the sales and marketing objectives for the digital communication, including response rates and sales generated return on investment 2 identify the criteria to be used in selecting recipients in target audience 3 source and acquire targeted lists and databases of recipients in accordance with the plan 4 confirm the range of electronic media best suited to communicating to the target audience in line with the sales and marketing objectives 5 agree with relevant people the marketing communications message designed to engage the customer and which is appropriate for the media selected Outcome 3 Be able to check the digital message can be accessed and/or delivered 1 check any links, keywords, and supporting attachments allow access by recipients to further information 2 identify any risks that the message might be labelled as spam and take action to minimise such risks 3 enable click-through tracking in digital messages in accordance with the plan 4 send messages to targeted customers in accordance with the plan 5 set up reporting system for undeliverables in accordance with organisational procedures Outcome 4 Be able to monitor and evaluate the response to digital activity and take any corrective action 1 record undelivered messages in accordance with reporting system 2 identify repeat communications requirements in line with the sales and marketing objectives 3 monitor and evaluate the responses to digital marketing against agreed criteria 4 report the findings of the evaluation in accordance with organisational procedures SMD3 v

227 SMB15 Creating and optimising content for the web SMD3 v

228 SMB15 Creating and optimising content for the web Level: 3 Credit value: 7 Unit aim This unit is about creating optimised online profiles, blog and micro-blog content and the legal implications surrounding this. Learning outcomes There are seven outcomes to this unit. The learner will: 1. Be able to create and analyse online profiles 2. Be able to analyse use of blogs, e-articles and micro-blogs for a business 3. Be able to write content for the web for a business 4. Be able to incorporate media or rich-media into content for the web for a business 5. Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 6. Be able to use social bookmarking, tagging and syndication for content for a business 7. Be able to use analytics tools to monitor content on the web Guided learning hours It is recommended that 36 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

229 SMB15 Creating and optimising content for the web Learning outcomes and assessment criteria Outcome 1 Be able to create and analyse online profiles 1 define the term online profile 2 compare and contrast a range and types of social media online profiles 3 explain the principles of optimising online profiles for search engine optimisation (SEO) 4 describe the characteristics of an online profile for an audience 5 identify potential security and privacy issues of online profile 6 create online profiles optimised for SEO 7 research a range of personal and business online profiles 8 recommend improvements to personal and business online profiles Outcome 2 Be able to analyse use of blogs, e-articles and micro-blogs for a business 1 compare blogs, micro-blogs and e-articles 2 explain the importance of using SEO for a blog, micro-blog and e-article 3 explain how to optimise a blog, micro-blog and e-article for SEO 4 explain how blogs, micro-blogs and e-articles can amplify and propagate news and information 5 identify the reasons for using blogs, micro-blogs and e-articles for a business 6 analyse the advantages and disadvantages of content syndication for blogs, micro-blogs and e-articles 7 identify a content strategy for blogs, micro-blogs and e-articles for a business 8 explain how to encourage engagement and sharing of blogs, micro-blogs and e-articles Outcome 3 Be able to write content for the web for a business 1 explain the characteristics of good content writing for the web 2 explain how writing content for the web affects brand, perception and reputation 3 analyse a range of content from the web for similar business or industries 4 recommend improvements to content from the web for similar business or industries 5 create a range of content for the web for a business Outcome 4 Be able to incorporate media or rich-media into content for the web for a business 1 define media and rich-media 2 explain the importance of using media and rich-media on the web 3 explain how the choice of media and rich-media can affect brand, perception and reputation 4 explain how to optimise media and rich-media for SEO 5 explain how media and rich-media can amplify and propagate news and information 6 enhance a range of content for the web for a business using media or rich-media SMD3 v

230 Outcome 5 Know the impact of plagiarism, Intellectual Property Rights (IPR) and copyright law for content on the web for a business 1 describe the importance of recognising plagiarism 2 describe the principles of Intellectual Property Rights 3 describe the principles of copyright law 4 describe how to protect Intellectual Property rights and copyright 5 describe the implications of copyright law in other countries 6 describe methods for discovering plagiarism, breach of Intellectual Property rights and copyright law 7 describe the purpose of Creative Commons Licences on the Internet 8 describe the use of Creative Commons licences in relation to use of content on the web 9 describe the implications of content ownership on a business Outcome 6 Be able to use social bookmarking, tagging and syndication for content for a business 1 define the term social bookmarking 2 define the term tagging 3 explain the importance of social bookmarking to share content on the web 4 compare social bookmarking tools 5 use a social bookmarking tool to bookmark a range of content for a business 6 explain the importance of tagging content on the web for a business 7 enhance a business content for the web by tagging 8 define the term Really Simple Syndication (RSS) 9 explain the importance of using RSS for distribution of updated content on the web for a business 10 use an RSS reader to collate relevant content from the web for a business Outcome 7 Be able to use analytics tools to monitor content on the web 1 use an analytics tool to track activity on web content for a business 2 analyse changes in sentiment to a range of content on the web for a business 3 recommend improvements to a range of content on the web for a business SMD3 v

231 SMB16 Use digital and social media in marketing campaigns SMD3 v

232 SMB16 Use digital and social media in marketing campaigns Level: 2 Credit value: 2 Unit aim This unit is about understanding planning requirements for the use of digital and social media and also marketing to target customers using digital and social media. Learning outcomes There are two outcomes to this unit. The learner will: 1. Understand planning requirements for the use of digital and social media 2. Be able to market to target customers using digital and social media Guided learning hours It is recommended that 7 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is linked to Council for Administration NOS, Marketing Market to target customers using digital/electronic media Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

233 SMB16 Use digital and social media in marketing campaigns Learning outcomes and assessment criteria Outcome 1 Understand planning requirements for the use of digital and social media 1 describe the importance of the objectives and budget for digital and social media marketing aligning with the marketing plan 2 describe how to identify the nature and location of target customers 3 describe sources of information about the nature and location of target customer groups 4 explain the implications of retention and acquisition programmes as they affect the choice of digital/social media 5 explain how to reach target customers in accordance with the plan 6 explain the requirements of a data collection and reporting system that is capable of capturing the information required by the plan 7 explain the importance of agreeing the message that conveys the marketing proposition Outcome 2 Be able to market to target customers using digital and social media 1 ensure marketing messages are distributed in accordance with the plan 2 ensure that digital/social media marketing is conducted in accordance with legal, regulatory and industry requirements and standards 3 explain how to address problems in accordance with the plan SMD3 v

234 SMB17 Principles of mobile social media for a business SMD3 v

235 SMB17 Principles of mobile social media for a business Level: 3 Credit value: 5 Unit aim This unit acts as an introduction for a learner into the area of mobile social media marketing looking at the solutions for a business Learning outcomes There are four outcomes to this unit. The learner will: 1. Understand what mobile social media is and how it is used by businesses and consumers 2. Understand the factors affecting the choice of mobile social media for a business 3. Be able to create and distribute social media content for a mobile device for a business 4. Understand the use of location aware applications for a business and consumers Guided learning hours It is recommended that 28 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

236 SMB17 Principles of mobile social media for a business Learning outcomes and assessment criteria Outcome 1 Understand what mobile social media is and how it is used by businesses and consumers 1 compare different types of mobile social media 2 describe the ways business can use mobile social media as part of their marketing 3 explain the reasons business could use mobile social media for marketing 4 identify devices on which consumers/business can access social media 5 describe the cost benefit argument for accessing social media on a mobile device for a business 6 describe the ways consumers access social media on a mobile device 7 describe the barriers to accessing mobile social media Outcome 2 Understand the factors affecting the choice of mobile social media for a business 1 explain how using mobile social media fits into the overall social media marketing plan of a business 2 define the audience groups for mobile social media for a business 3 explain how the potential audience affects the choice of mobile social media for a business 4 explain how social relevance informs a mobile social media marketing plan for a business 5 describe the types of content that could be accessed on a mobile device 6 explain the factors that affect content design for mobile social media 7 describe how the attention span of mobile social media consumers will limit the design of mobile content Outcome 3 Be able to create and distribute social media content for a mobile device for a business 1 identify the distribution methods for adding content onto mobile devices for a business 2 identify the types of mobile social media and content required for a marketing campaign for a business 3 describe what success could look like when using mobile social media for a business 4 create mobile social media content for a business in readiness for distribution to a mobile device 5 distribute mobile social media content for a business 6 explain how to monitor the effectiveness of mobile social media content SMD3 v

237 Outcome 4 Understand the use of location aware applications for a business and consumers 1 research the different types of location aware applications 2 describe in what circumstances a business could use location aware applications for marketing 3 describe the advantages and disadvantages of location aware applications for a consumer 4 describe why using location aware applications appeal to a certain audience demographic 5 explain the steps a business could take to implement a location aware application SMD3 v

238 SMB18 Principles of social media advertising and promotion SMD3 v

239 SMB18 Principles of social media advertising and promotion Level: 3 Credit value: 6 Unit aim This unit acts as an introduction for a learner into the area of social media advertising and promotion Learning outcomes There are four outcomes to this unit. The learner will: 1. Be able to plan how to use digital vouchers for marketing purposes 2. Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 3. Understand the use of promotional campaigns on social networking sites 4. Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign Guided learning hours It is recommended that 34 hours should be allocated for this unit. This may be on a full-time or part-time basis. Details of the relationship to the National Occupational Standards This unit is endorsed by CfA, the Council for Administration, and e-skills UK, the Sector Skills Council for Business and Information Technology. Evidence Requirements Learners must provide a portfolio of evidence for this unit. SMD3 v

240 SMB18 Principles of social media advertising and promotion Learning outcomes and assessment criteria Outcome 1 Be able to plan how to use digital vouchers for marketing purposes 1 define the term digital vouchers 2 explain the potential uses of digital vouchers 3 research the current disadvantages of digital vouchers 4 explain how to overcome the barriers of using digital vouchers for acquisition and retention of customers 5 plan a SMART digital voucher campaign for a business 6 explain methods of managing a digital voucher system 7 explain how to measure the effectiveness of a digital voucher campaign Outcome 2 Be able to plan the implementation of social networking site advertising campaigns for marketing purposes 1 explain the factors to consider when creating social networking site adverts 2 justify the use of social networking site advertising campaigns 3 explain the importance of identifying the required outcomes from the social networking advertising campaigns 4 explain the advantages of creating more than one advertising campaign running in parallel on the same social networking site 5 explain why a social networking advertising campaign might fail 6 plan parallel social networking site advertising campaigns for a business 7 explain methods of monitoring social networking site advertising campaigns 8 identify changes that might be required for a Social Networking advertising campaign based on monitoring results Outcome 3 Understand the use of promotional campaigns on social networking sites 1 define promotional campaigns on social networking sites 2 compare different types of promotional campaigns on social networking sites 3 explain why to use promotional campaigns on social networking sites 4 explain the limitations imposed by social networking sites on promotional campaigns 5 explain how to comply with restrictions on promotional campaigns on social networking sites 6 explain the factors which could cause negative PR when running a promotional campaign Outcome 4 Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign 1 explain the current national and international legal and organisational guidelines relating to the use of social networking site adverts 2 explain the importance of following current national and international legal and organisational guidelines for a social networking advertising/promotional campaign SMD3 v

241 Skillsfirst Awards Limited Suite 215 Fort Dunlop Fort Parkway Birmingham B24 9FD Tel Fax Website SMD3 v