Level 6 Diploma in Professional Digital Marketing

1. Strategic Digital Marketing Management : Develops advanced understanding of digital marketing strategy, organisational objectives, competitive positioning, digital business models, market dynamics, strategic planning and the integration of digital marketing with wider organisational strategy.

2. Customer Intelligence and Digital Market Analysis : Examines customer behaviour, digital audience segmentation, customer journeys, market intelligence, competitor analysis, consumer trends, customer value, persona development and the use of qualitative and quantitative evidence for strategic digital marketing decisions.

3. Integrated Digital Campaign Strategy and Channel Management : Covers integrated campaign planning, channel architecture, search marketing, social media, email, content, paid media, display, mobile and emerging channels, including channel integration, resource allocation, campaign objectives and customer-journey optimisation.

4. Advanced Content, Brand and Digital Communications : Explores strategic content marketing, brand positioning, digital storytelling, content ecosystems, editorial planning, brand voice, online reputation, persuasive communications and the management of consistent brand experiences across digital touchpoints.

5. Marketing Analytics, Data and Performance Optimisation : Develops advanced knowledge of digital analytics, attribution, conversion metrics, customer acquisition cost, lifetime value, dashboards, experimentation, performance modelling, data interpretation and the use of insights to optimise digital marketing investment and outcomes.

6. Digital Advertising, Personalisation and Marketing Technology : Examines paid search, programmatic advertising, audience targeting, marketing automation, personalisation, customer-data platforms, campaign technology, automation workflows and the strategic application of marketing technologies to improve customer engagement and commercial performance.

7. Digital Transformation, Innovation and Customer Experience : Develops understanding of digital transformation, emerging technologies, innovation, omnichannel customer experience, digital service development, technology adoption, change management and the design of digitally enabled customer experiences.

8. Responsible, Ethical and Sustainable Digital Marketing : Covers responsible marketing communications, privacy-aware customer engagement, ethical data use, AI governance, transparency, inclusion, environmental claims, consumer protection and the management of reputational risks associated with digital marketing activities. The ICC's 2024 Code specifically addresses AI, influencer marketing, environmental claims, diversity and inclusion, and disinformation.

9. Professional Digital Marketing Strategy and Leadership Project : Requires learners to integrate advanced digital marketing knowledge through a substantial strategic project involving market and customer analysis, strategic objectives, channel planning, campaign design, analytics, resource considerations, risk management and evaluation of expected organisational outcomes.

• Develops advanced professional digital marketing strategy capability.

• Strengthens strategic customer and market analysis.

• Builds expertise in integrated digital campaign planning.

• Develops advanced digital content, brand and communication skills.

• Strengthens analytical capability in digital marketing data and performance.

• Develops knowledge of digital advertising, personalisation and marketing technology.

• Builds strategic understanding of digital transformation and customer experience.

• Develops responsible and ethical digital-marketing practice, including contemporary AI-related considerations.

• Provides a substantial strategic project demonstrating integrated professional competence.a

The qualification is suitable for:

• Digital marketing professionals progressing into senior or strategic roles.

• Marketing executives and managers responsible for digital strategy and campaign performance.

• Social media, content and performance-marketing specialists seeking advanced professional development.

• Brand and customer-experience professionals working across digital channels.

• Business and marketing professionals involved in digital transformation.

• Entrepreneurs and senior commercial professionals developing advanced digital customer-acquisition strategies.

• Learners progressing from Level 5 marketing, business or digital-marketing qualifications.

Assessment Format: Written examination, strategic case studies, analytical reports, digital campaign assessments, data-analysis assignments, professional presentations and a Strategic Digital Marketing Strategy and Leadership Project.

Total Questions: 70 questions, consisting of multiple-choice, short-answer, scenario-based and analytical questions, supported by assignments and project evidence.

Passing Score: Minimum 50% in the written examination and successful completion of all mandatory unit assessments and the strategic project.

Duration: 180 minutes for the written examination, with additional assessment time allocated to analytical assignments, presentations and the strategic project.

Certification: Level 6 Diploma in Professional 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 6 Diploma in Professional Digital Marketing may progress to:

• HiQual UK Level 7 qualifications in Strategic Marketing, Digital Transformation, Business Management or related disciplines.

• Higher education programmes such as Marketing, Digital Marketing, Strategic Management, Business Administration, E-Commerce or related postgraduate study, subject to institutional entry requirements.

• Professional and specialist development in marketing analytics, performance marketing, AI in marketing, digital transformation, customer experience, brand strategy and marketing leadership.

• Employment or career advancement in roles including Digital Marketing Manager, Digital Marketing Strategist, Performance Marketing Manager, Marketing Manager, Digital Brand Manager, Customer Experience Manager and Head of Digital Marketing.

• Continuing professional development toward senior marketing leadership, strategic digital transformation and executive commercial-management pathways.

Progression and employment statements should be accurately supported within the approved qualification specification. HiQual UK's policy requires such claims to be evidence-based and appropriately described.