Course outline for Digital Marketing Diploma FETAC/QQI Level 5 Component Certificate. It is designed by Industry experts to incorporate the latest trends, strategies, real world experiences and best practices in the Digital Industry. This practical hands on course will give you a complete overview of all of the core channels and how they fit together in order to plan and deliver successful digital and social media marketing campaigns, applicable for both B2B and B2C businesses. It will also introduce businesses to the core competencies required to develop and execute digital marketing strategies and activities. It will provide a detailed understanding of what Digital Marketing is, major trends and important concepts such as Search Engine Optimisation (SEO), Science of Adwords Traffic, types of Online marketing, eMail Marketing, Viral Marketing, Online PR, and Social Networking and more!

1. 1
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
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info@surekills.com
Assignment Brief for Digital Marketing 5N1364
The SureSkills Diploma in Digital Marketing incorporating the FETAC award 5N1364 Level 5 in
Digital Marketing is awarded to participants on the successful completion of the following criteria;
1. Evaluate the difference between digital and traditional Marketing 50 %
2. Develop a Digital Strategy 50 %
Please submit your portfolio & project in word/PDF format with a title page containing;
 Course code – 08092014
 Your Name, Address, Contact Number, Email address, PPS Number, DOB ** this
information is mandatory for FETAC
 Contents page
Part 1 – Essay which evaluates the difference between digital and traditional Marketing
Part 2 – Digital Marketing Strategy
 Bibliography/References
 Appendices
Closing date of Assignments is 5pm on the 31st
October, 2014.
Soft copy to – sharedservices@sureskills.com
Please send hard Copy to; Shared Services, 14 Fitzwilliam place, Dublin 2
Your work can be presented in a variety of media, including written, graphic, visual or a
combination of these. Assessment criteria, guidelines and marks available are included on the
following sheets.

2. 2
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
FETAC Level 5 Digital Marketing - 5N1364
Assessment Brief
Title and Code: Digital Marketing 5N1364
Level: 5
Assessment Technique: Portfolio/Collection of Work
Marks: 50
Weighting: 50%
Evaluate the differences between digital and traditional marketing.
Scenario:
The Garrison Spa and Lodge is a small hotel located in County Dublin. To date, The Garrison has
relied on traditional marketing strategies such as advertising in local and national newspapers,
editorials in specialist magazines such as Bride 2 Be and local radio advertising campaigns.
Recently, The Garrison invested in the development of a new website that includes an online
booking facility. However, the website has not managed to generate any new business so far. The
General Manager wants to increase traffic to the site and is also interested in utilising Facebook
and Twitter as marketing tools. He has asked you to put together information to assist him in
understanding digital marketing and e-tools.
Guidelines:
Prepare a 1,500 word essay which evaluates the differences between digital and traditional
marketing
1. Your information should include the following:
a) An outline of the unique characteristics of the web as a marketing medium
b) The differences between digital marketing and traditional marketing practice
c) An overview of digital marketing strategies and how they can be integrated with
traditional marketing
d) An outline of the stages of digital marketing campaigns to include analysis,
development, implementation and control using an example to illustrate the stages
e) Details on the various e-tools available, outlining the strengths and weaknesses of each,
to include social media marketing, blogs, rich media, email marketing, search engine
optimisation, online advertising and their application to digital marketing campaigns

3. 3
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
FETAC Level 5 Digital Marketing - 5N1364
Marking Scheme
Title and Code: Digital Marketing 5N1364
Level: 5
Assessment Technique: Portfolio/Collection of Work
Marks: 50
Weighting: 50%
Assessment Criteria
Mark Total
Mark
Candidate
Mark
Total
Candidate
Mark
An outline of the unique characteristics of the web as a
marketing medium
 List the key characteristics of the web from a marketing
perspective
 Overview of two characteristics of the web as a
marketing medium
2
3
5
The differences between digital marketing and traditional
marketing practice
 Summary of the differences between digital and
traditional marketing methods
 Examination of two of the factors that differentiate
digital marketing from traditional marketing practice
2
3
5
An overview of digital marketing strategies and how they
can be integrated with traditional marketing
 An overview of digital marketing strategies and factors
for consideration such as budget, expertise and time
 How digital marketing strategies can be integrated with
traditional marketing methods
5
5
10
An outline of the stages of digital marketing campaigns to
include analysis, development, implementation and
controlusing an example to illustrate the stages
 Overview of the stages – analysis development,
implementation and control
 Worked example of a digital marketing campaign
following the four stages
3
7
10

4. 4
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
FETAC Level 5 Digital Marketing - 5N1364
Marking Scheme
Title and Code: Digital Marketing 5N1364
Level: 5
Assessment Technique: Portfolio/Collection of Work
Marks: 50
Weighting: 50%
Assessment Criteria
Mark Total
Mark
Candidate
Mark
Total
Candidate
Mark
Details on the various e-tools available, outlining the
strengths and weaknesses of each, to include social media
marketing, blogs, rich media, email marketing, search
engine optimisation, online advertising and their
application to digital marketing campaigns
 Overview and outline of strengths and weaknesses of:
 Social media marketing
 Blogs
 Rich media
 Email marketing
 Search engine optimisation
 Online advertising
 Application of e-tools to digital marketing campaigns
with specific focus on two of the above e-tools
2
2
2
2
2
2
8
20
Total marks for this piece of assessment - 50

5. 5
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
FETAC Level 5 Digital Marketing - 5N1364
Assessment Brief
Title and Code: Digital Marketing 5N1364
Level: 5
Assessment Technique: Project
Marks: 50
Weighting: 50%
Scenario:
Develop a Digital Strategy for a company (or product or service or division of a company). If you do
not have a company to represent you can base your plan on any business idea that you would like
to develop.
Guidelines:
The Digital Marketing strategy should include the following with a word count of 2,500
 Executive Summary
 Organisational Background
 Situation analysis
 Marketing strategy
 Financials
 Controls/Evaluation
 Budget
 Measurement and iteration
Some tips for you;
Identify your target audience - if you identify multiple targets, rank them in order of importance
so that you can allocate marketing resources accordingly. Briefly profile each target group and
understand their requirements and expectations so that you can pitch your campaign at the
appropriate level.
Set your objectives - possible objectives could include awareness raising entering new markets,
launching a new product, focusing on sales (building Internet sales of a product or increasing the
frequency of sales from regular customers), or internal efficiency (decreasing marketing costs,
reducing order-taking and fulfilment costs, or improving customer retention rates). Or a mixture of
all of the above.

6. 6
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
Decide on your marketing mix - you should choose a mix of digital marketing activities based on
the technologies you learnt during the course that will help you achieve your objectives and fit in
with any existing traditional marketing activities.
Set a budget - careful budgeting allows you to prevent costs spiralling out of control. By identifying
the possible returns you expect to make from your investment in digital marketing activities you
can compare these with the costs and provide a brief cost benefit analysis.
Action planning - identify the tactics for implementing your selected digital marketing activities.
The plan should also cover other traditional marketing activities that are being undertaken.
Measures your success - identify and build in feedback mechanisms and regular reviews to enable
you to assess the success of your digital marketing activities.
FETAC Level 5 Digital Marketing - 5N1364
Marking Scheme
Title and Code: Digital Marketing 5N1364
Level: 5
Assessment Technique: Project
Marks: 50
Weighting: 50%
Assessment Criteria
Mark Total
Mark
Candidate
Mark
Total
Candidate
Mark
Executive Summary
 Concise summary of the key elements of the Digital
Marketing Plan to include an outline of the development
of customised digital marketing campaigns to include
the use of e-tools
5 5
Organisational background
 Clear overview of the product, service or organisation
including overview of client relationship management
approach used to establish and maintain the business to
business process
5 5
Situational analysis
 Overview of current approach to digital marketing
 SWOT analysis focussing on digital marketing to evaluate
the effectiveness of current campaigns
5
5
10
Marketing Strategy
 Choose appropriate e-tools to implement digital
marketing strategy
 Overview of digital marketing campaigns using chosen e-
tools
4
10
20

7. 7
Dublin Belfast Austin/Ottawa
+353 1 240 2262 +44 28 9093 5565 +1 855 278 7555
www.sureskills.com
info@surekills.com
Once you have submitted your assignment;
1. SureSkills internal verifier corrects assignments
2. FETAC External Verifier comes to SureSkills and clarifies and agrees Grades.
3. SureSkills Register all Participants onto FETAC Website for the next submission for FETAC
certification
4. FETAC issue Certificates to SureSkills
5. SureSkills will then issue Certificates to all participants.
If you have any queries in relation to the assignment, please contact SureSkills at ;
sharedservices@sureskills.com
 Outline of a planned digital marketing campaign from
inception to completion
6
Financials
 Overview of costs required to implement the plan to
include internal and external resources
5 5
Measurement
 Evaluate the effectiveness of campaigns using analytical
e-tools to include an overview of control measures to be
used to monitor and evaluate effectiveness
5 5
Total marks for this piece of assessment - 50