NCFE Level 2 Certificate in Digital Promotion for Business (601/6673/3)
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Unit 01 Digital promotion for business
Unit 02 Understanding search engine optimisation for business
Unit 03 Coordinating the use of digital media for business
Unit 04 Coordinating offline and digital media for business
Unit 05 Emergent digital techniques for business
Unit 06 Producing digital promotional content for business
Unit 07 Data protection and digital media for business
Unit 08 Measuring the effectiveness of digital promotional activity for business
Unit 09 Understanding social media
Unit 10 Email campaigns for business promotion
Unit 11 Mobile phone applications for business
Unit 12 Online reputation management
Unit 13 Using the internet to raise funds and outsource business functions
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The course is an introduction into how to promote a business in a digital age and how to use different digital and online techniques to attract customers and increase brand visibility and sales.
The core of this course is about websites for business, SEO for online websites, on and offline digital promotion techniques, producing content which can be topical or evergreen on the media of text, graphics, video or audio, social media with their features for different audiences, the essential of email marketing and measuring the results of all the promotions online.
This course is suitable for anyone 16 years and above who would like an introduction to concepts of digital promotion that can be used in a business setting.
Things you need to know. If you have found your way to this site via search you maybe looking for answers to questions about the course. Firstly there are 13 units for this course. All you need to know to past the course is 8 of these units. For completion of your total subject knowledge we have answers to all units.
About the qualification
The qualification is a certificate level 2 which if you wish can lead to the city and guilds diploma level 3.
What careers can this lead to?
- Digital marketing assistant and digital marketing manager
- Digital fundraising campaign manager
- Online marketing Manager
- Communications officer and public relations
- Digital account manager
- Content manager
- Web developer, web designer, web product manager and web analyst
- Social media analyst
- Enterprise developer
- Social media assistant, social media manager and social media consultant
- Enterprise developer
- Mobile marketing manager
- SEO manager
- Ecommerce manager
With an understanding in how to code a digital marketing person can communicate effectively with the front line coders, key stakeholders and general business marketing staff in development of digital user requirements for a customer. These skills and knowledge can lead to other roles as project managers, product owners and or scrum masters.
Unit 05 Emergent Digital Techniques For Business
- Understanding the role of an emergent digital technique in promoting an organization
- List the advantages and disadvantages of a range of emergent digital techniques
- Evaluate business uses of an emergent digital technique
- Compare an emergent digital technique with established digital promotion techniques
- Using an emergent digital technique to design a promotional campaign
- Identify ways in which an organisation can utilise an emergent digital technique(s)
- Design a digital promotional campaign using an emergent technique(s)
Emergent digital techniques are new and evolving digital techniques. These new techniques are as follows with examples:
- Artificial Intelligence (AI). Voice assistance such as Alexa and Google voice. Chat bots like Watson
- Augmented Reality (AR). Gaming, entertainment, sports, health and emergency services
- Virtual Reality (VR). Gaming, entertainment and sports
- Internet of Things (IoT). Remote monitoring in inhospitable environments, vehicles and drones
- 3 D printers Models, sample and developments
- Blockchain technology. Used as an alternative to money like bitcoins, used in contracts
- Cloud computing. Video on demand, software development, data mining and backups
AI includes voice assistance, machine learning or ML is a function of pattern recognition technology. Signal processing spam detection and image analysis are applications in this area.
Technology for immersive experiences in a big area in gaming, esports which takes in AI, VR and now blockchain technology.
The internet of things and smart cities means more IoT in our lives together with artificial intelligence and Machine 2 Machine learning, mobile technology innovation.
Video conferencing, interface, connections security and emerging technology strategy are also part of emerging digital techniques. The major companies Amazon, Alphabet (google) and Microsoft are involved in these emerging technology.
Advantages and disadvantages of new techniques in digital promotions
- When a business find a niche area it can make huge leaps in revenue against it's competitors as a leader
- Time and costs saving is manual work can be achieved
- Reaching new audiences via new interfaces such as voice
- Combining new media channels with old ones to create new services and products
- Need to have a deep understanding of how the applications can work for a business
- Deep knowledge is needed from a team of innovators
- Constant learning is required in many diverse areas
- Need deep pockets of funds for independent research in this area
Unit 07 Data Protection And Digital Media For Business
Data protection legislation is important to a business.
- Understand the importance of data protection legislation
- Describe the principles of data protection legislation
- Assess a range of data protection issues relating to digital media
- Outline what should be included in a data protection policy for a business with an online presence
Personal data is sent over the internet to businesses everyday. How does a business keep this data safe? What does a business do when things do not go to plan? Keeping data protected at all times is a legal requirement. A business today needs to keep data safe, have a data trail, delete data at the right time, have back ups and disaster recovery in place if things go wrong. Where is the customer data held? Is this in the cloud, company data centre or hybrid co location solution. GDPR basics, privacy and security are paramount. If a business or organisation does not have a policy in place, keeps up with legislation and acts according to the law it can be prone to heavy fines.
From the PR or marketers stand point the projection of data trust to the outside world of a company must be total. To achieve this the company must have a deep technical understanding of the procedures of keeping data protected, what to do if data is lost and how to communicate that to the business. The company then must in turn for the continuity of the business communicate that to all other staff members, customers and the rest of the outside world.
Further more the personal information collected must be for legitimate reason and be kept to a minimum other information must be optional. Is personal information from children collected?
Passwords need to be strong if customers sign on to the company website if possible they need to be changed regularly.
Technology and protection means having a policy in place for the following security IT areas.
- Identity account management. This is privileges, groups and user accounts. Two factor credentials is an example. Password policies. Access management via tools like CyberArk type products
- Telecom security firewalls
- Network probes
- End point security, anti malware, laptop protection, VPN, keyword monitoring
- Information protection, data loss prevention, software updates
- Email filtering, web browser filtering
The company may hire an information officer to manage the data protection policy.
Unit 11 Mobile Phone Applications For Business
An examination of mobile phone applications for business (business apps) and their role in the digital promotions mix. A look at the content and features of apps used in business and how an organisation may successfully promote usage of an app.
- 1 Be able to specify the content and features of a mobile phone application for business
- 1.1 Select the information and content to be contained in a business app
- 1.2 Select the features to be used in a business app
- 1.3 Describe the benefits these features will bring to the organisation and its customers
- 2 Understand how to encourage downloads and usage of a mobile phone application for business.
- 2.1 Assess the most suitable methods to promote a business app
- 2.2 Give positive and negative comments on the effectiveness of a business app
- 2.3 Identify improvements to be made to a business app
The speed of data downloads by 5G or fifth generation technology standard is now a market force for cellular networks advancement. The *leap in power is on the order of factor 30 which means stronger network reliability, faster downloads, and support for more connected devices than ever before.
There is however legal consideration to getting the data on your customers if consent is given it can be an effective tool for integration and further marketing insight. This unit is about the app stores. video, gaming, mass data downloads apps with little to no buffering, on demand in all areas of the country. Further more it is about push notifications through mobile apps and precise location information.
The ways to promote are: links on the home page of the company website to the app store or google play platform, via automated emails to email subscribers suggesting that the experience is better on the app, restrict user browser experience in place of app download and only registered users can view certain content on the mobile app. Finally a business can promote with links to offers or discounts on this service.
A useful business app is a slim down version of the customer relations management system. Hubspot is an example of this. What does this mean. It means a sale consultant can update meeting in real time in any location where they can connect to the internet.
Unit 12 Online Reputation Management
The importance of online reputation management, how online forums can impact a business’s reputation and the appropriate actions that businesses may take.
- 1 Understand the impact of social media and online forums on a business’s reputation
- 1.1 Describe the importance of monitoring customer posts in social media and online forums
- 1.2 Assess the possible impact of negative comments online on a business’s reputation
- 1.3 Assess the possible impact of positive comments online on a business’s reputation
Assess the possible impact of negative comments online on a business’s reputation - eg loss of guests following negative review of hotel on a review/ratings site, how this may be amplified because it is online and public, business may close down as a result of loss of business, businesses may have to make redundancies, cut costs, lower prices.
visit review/ratings sites eg TripAdvisor in order to select a business they can discuss in a report. Examine reviews and discuss the impact they may have.
Taking the comments identified as a starting point, learners could provide their recommendations moving forward.
1.3 Assess the possible impact of positive comments online on a business’s reputation - eg increase in guests due to it being online and accessible to the public, business may grow in size, increase staff etc.
- 2 Understand how appropriate actions maintain and enhance a business’s reputation online
- 2.1 Describe the ways in which a business may respond to negative online comments
- 2.2 Describe the ways in which a business may respond positive online comments
- 2.3 Describe ways in which a business may use positive online comments to enhance their reputation
2.1 Describe the ways in which a business may respond to negative online comments - eg the business may wish to move the conversation out of the public domain and talk to the person making negative comments in private.
Alternatively the business, having nothing to hide, may make a stance of defending itself in the forum where negative online comments were made.
2.2 Describe the ways in which a business may respond to positive online comments - eg publicly thanking the customer and wishing them well. A business also may wish to enlist the person making positive comments to tell their friends and contacts about the service they received.
2.3 Describe ways in which a business may use positive online comments to enhance their reputation - eg they may include positive quotes from customers on their website, having gained permission. Positive comments may also be featured in other media both online and offline.
Being in front of the digital information world with your best reputation on show at all time is a must for business. This can largely be achieved by monitoring social media channels and actively massage the message.
How risks, reputation, advertising and promoting are managed or maintained is part of the PR department in large organisations.
Unit 13 Using The Internet To Raise Funds And Outsource Business Functions
Investigate the use of the internet to raise funds and to outsource business functions.
1 Know about a range of investment and outsourcing opportunities that can be accessed via the internet
- 1.1 Define methods of using the internet to raise funds and outsource business functions
- 1.2 Give positive and negative points of using the internet to source investment for business
- 1.3 Describe a range of opportunities to outsource via the internet
- 1.4 Give positive and negative points of using the internet to outsource business functions
appropriate methods for raising funds
appropriate methods for outsourcing business functions
- 2.1 Develop an offer to appeal to investors
- 2.2 Assess how outsourcing business functions may be used to benefit a business or organisation
Raising funds and outsourcing business functions are commonly known as crowdfunding and crowdsourcing. Defining these terms.
case studies of
successful crowdsourcing and crowdfunding campaigns
unsuccessful crowdsourcing and crowdfunding campaigns
Search online for current crowdsourcing and crowdfunding sites.
Positive – an alternative to banks and conventional sources
Negative – there may be risks in doing it this way as may not raise the desired capital needed.
Outsource business functions eg crowdsourcing: using the internet to source ideas, skills, collaborative working, production and distribution etc.
outsource staffing, idea generation, distribution networks etc.
Positive – may be gaining new expertise quickly and inexpensively
Negative – may be loss of control and copyright
2.1 Learners will develop an offer for a specific business or organisation to appeal to investors eg the offer may include incentives that will appeal to investors for the specific business or organisation.
2.2 Learners will look at a specific business or organisation and assess the potential for outsourcing its business functions.
Crowd funding, viral campaigns and sponsorship. Raise funds eg crowdfunding; using the internet as a source of funding.
Lots of business functions can be outsourced on the internet. There are sites dedicated to freelancers who offer their services from copy writing to logo design.
Here is a list of function that can be outsourced:
- Copy writing
- Web design
- Web development
- Social media management
- SEO management