Level 2 Award in Digital Marketing

1. Principles of Digital Marketing : Introduces digital marketing concepts, online marketing objectives, digital customer journeys, target audiences, value propositions, digital channels and the role of digital marketing in supporting organisational goals.

2. Social Media Marketing and Online Engagement : Covers major social media channels, audience targeting, social content, community engagement, platform-appropriate communication, social media planning and methods for building meaningful online interactions.

3. Content Creation and Digital Communications : Develops understanding of content marketing, written and visual digital content, headlines, calls to action, basic content planning, brand consistency and creating relevant content for different online audiences.

4. Search Visibility and Email Marketing : Introduces search-engine visibility, keywords, basic on-page optimisation, website discoverability, email marketing principles, mailing lists, campaign messages, calls to action and responsible digital communication.

5. Digital Marketing Analytics and Campaign Performance : Develops basic understanding of digital marketing metrics, engagement, reach, traffic, conversions, campaign objectives, performance indicators and the use of simple analytics to review and improve digital marketing activity.

• Provides a practical foundation in digital marketing.

• Develops basic social media marketing skills.

• Builds understanding of digital content creation and online communication.

• Introduces search visibility and email marketing.

• Develops awareness of digital marketing metrics and campaign performance.

• Supports effective communication with online audiences.

• Provides a foundation for progression to higher-level marketing and digital-marketing study.

• Supports entry-level digital marketing and communications responsibilities.

The qualification is suitable for:

• Beginners seeking an introduction to digital marketing.

• Junior marketing, communications and social media staff.

• Retail, customer-service and business-support employees developing digital marketing awareness.

• Small-business owners and entrepreneurs seeking basic online marketing skills.

• Learners preparing for further study in marketing, digital marketing or business.

• Individuals seeking entry-level roles involving social media and digital communications.

Assessment Format: Written examination, practical digital-marketing activities, short assignments and scenario-based assessments.

Total Questions: 30 questions, consisting of multiple-choice, short-answer and practical scenario-based tasks.

Passing Score: Minimum 50% overall, with successful completion of all mandatory practical and written assessments.

Duration: 60 minutes for the written examination, with additional time allocated for practical activities and assignments.

Certification: Level 2 Award in Digital Marketing

To deliver this Qualification, HiQual UK Approved ATPs must demonstrate the capability to deliver, assess, and internally quality assure qualifications in line with recognised regulatory principles and the expectations of the Regulated Qualifications Framework (RQF).

Approved centres must operate effective systems to ensure the validity, reliability, fairness, consistency, and security of assessment.

1. Centre Recognition and Legal Compliance

Centres must be formally recognised by HiQual UK prior to the delivery or assessment of any qualification. To maintain recognition, centres must: Be a legally constituted organisation operating in compliance with applicable legislation and regulatory requirements. Demonstrate effective governance, management oversight, and clear lines of accountability. Comply with all HiQual UK policies, procedures, and conditions of centre recognition. Notify HiQual UK promptly of any material changes that may affect delivery, assessment, or internal quality assurance arrangements.

2. Resources, Facilities, and Learning Environment

Centres must ensure that sufficient and appropriate resources are in place to support learning and assessment. This includes: Learning environments appropriate to the mode of delivery, including classrooms and, where applicable, specialist or practical facilities. Access to learning and assessment resources that enable learners to meet qualification outcomes. Secure systems for managing learner data, assessment records, and certification claims. Arrangements that support equality of access and reasonable adjustments for learners where required.

3. Staff Competence and Occupational Expertise

Centres must ensure that all staff involved in delivery, assessment, and internal quality assurance are competent and suitably qualified. Centres must: Appoint tutors with appropriate subject knowledge, teaching competence, and relevant occupational or professional experience. Ensure assessors are trained and competent in applying HiQual UK assessment requirements and standards. Appoint a qualified Internal Quality Assurer (IQA) responsible for monitoring assessment practice and decisions. Maintain records of staff qualifications, experience, training, and continuing professional development (CPD).

4. Assessment Practice and Internal Quality Assurance (IQA)

Centres must operate robust internal quality assurance systems to ensure assessment integrity. Centres must: Ensure assessment is valid, fit for purpose, and conducted in line with HiQual UK requirements. Implement effective IQA procedures to monitor assessor performance and confirm the consistency of assessment decisions. Maintain accurate, complete, and auditable records of learner registration, assessment evidence, and outcomes. Carry out regular internal reviews and standardisation activities to support continuous improvement.

5. Integrity, Risk Management, and Malpractice

Centres must take appropriate measures to protect the integrity of assessment. Centres must: Maintain policies and procedures for the prevention, identification, and management of malpractice and maladministration. Ensure secure handling, storage, and retention of assessment materials and learner evidence. Report any suspected or confirmed malpractice to HiQual UK in accordance with published procedures.

6. Health, Safety, Safeguarding, and Learner Protection

Centres must provide a safe, inclusive, and supportive learning environment. Centres must: Comply with applicable health and safety and safeguarding legislation. Conduct risk assessments for learning activities, particularly where practical or technical work is involved. Maintain procedures to safeguard learner welfare and wellbeing.

7. Learner Information, Support, and Fair Treatment

Centres must ensure learners are informed, supported, and treated fairly. Centres must: Provide clear and accurate information on programme requirements, assessment methods, and certification. Ensure learners receive timely and constructive feedback on assessment outcomes. Operate transparent complaints and appeals procedures aligned with HiQual UK requirements. Manage learner information securely in compliance with data protection legislation.

Successful learners who achieve the HiQual UK Level 2 Award in Digital Marketing may progress to:

• HiQual UK Level 3 qualifications in Digital Marketing, Marketing, Sales and Marketing or Business.

• Further study in social media marketing, content marketing, search marketing, email marketing and digital communications.

• Professional and specialist training in digital advertising, marketing analytics, e-commerce and customer engagement.

• Employment or career development in roles such as Marketing Assistant, Digital Marketing Assistant, Social Media Assistant, Content Assistant or Marketing Support Officer.

• Continuing professional development toward digital marketing, marketing communications and broader commercial career pathways.

Progression information should be accurately described and supported within the approved qualification specification.