Framework Specification

Sector Profile

Digital marketing and the use of social and digital media is a key part of business marketing strategies and practice today.

The growth of this industry sector has seen a number of jobs advertised for social media experts. A survey of over 500 companies carried out by eConsultancy/Experian in early 2012 found businesses planned to expand their digital marketing presence and subsequent departments but felt the shortage of skilled workers in this area was preventing them from fully harnessing digital media. Businesses are looking for more digital marketing capability and capacity which is increasing the demand for skilled people in this sector.

The Framework

This framework is created to equip learners with the ability to understand, utilise and develop the skills needed whilst working in social media and digital marketing for business purposes. It also builds in transferable skills such as communication, team working, interpersonal skills, and the ability to reflect on personal learning. Tasks may include creating and optimising content for the web, using digital and social media for marketing campaigns, keyword optimisation, content management, and website creation.

Social media is still young and we are in the ‘early adopter’ phase for companies. There are over 500 million active users on Facebook, 105 million registered uses on Twitter, and 75 million professionals on LinkedIn.

Businesses need the support of a skilled workforce to enable them to make the best use of this new marketing device.

The framework will contribute to meeting the skills priorities for Digital Wales and works across all nations to ensure the skills of the workforce match those required by businesses today.

The framework will contribute to meeting skills priorities in Wales by:

  • Incorporating skills to improve the levels of general literacy, numeracy, and ICT in Wales; using technical and competence qualifications, valued by employers, to help their businesses grow;
  • Developing apprentices’ employability skills, making them more attractive to all employers whichever career they choose;
  • Providing a career pathway into jobs and training to provide the skills which the economy needs to grow;
  • Building on the existing quality learning provision for the Business, Marketing, IT, and many other sectors in Wales.

Social Media & Digital Marketing (Wales) ⇢

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