Curriculum Design for Advanced Diploma in Digital Marketing

Curriculum Design

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Purpose of curriculum development and design....................................................................3
Models and approaches of curriculum design and development............................................4
Curriculum design models......................................................................................................5
Importance of learner feedback in development of curriculum.............................................6
How risks can be managed in developing curriculum............................................................7
Methodologies to evaluate and monitor curriculum...............................................................7
Task 2.....................................................................................................................................7
Curriculum Design...............................................................................................................10
Characteristics of social media marketing............................................................................14
Attributes of Digital marketing...........................................................................................14
Uses of social media marketing............................................................................................15
Benefits of social media marketing......................................................................................16
Task3....................................................................................................................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Assessment and curriculum planning have been shown to have a significant impact on student's
learning and outcomes (Harris and De Bruin, 2018). It is needed for learners to have information
in order to assess their capabilities and how they can improve. Students as well as their learning
needs are at centre of an effective curriculum planning and assessment. This enables teachers to
devise experience so as to develop lifelong learners and a responsible citizen. This approach is
underpinned by a set of values along with a clear purpose for learning and teaching. Both
curriculum planning and assessment recognise that learning occurs with a continuum. This
facilitates teachers to embed effective summative and formative assessment strategies into
classroom practice. Students have various opportunities to reflect as well as to direct their
learning. Formulation of curriculum shares one goals which is to help students to learn. An
effective curriculum is not only one and done initiative but revisiting do not allow only to review
things which are going on but it also makes a room for further new topics and learnings (Ritchie,
2018). This project report is based on formulation of curriculum plan and chosen topic is digital
marketing and it depict approaches, purpose, importance of learner feedback while designing
curriculum. In addition to that, it will depict the way by which risk can be managed and
methodologies to evaluate and monitor curriculum.
TASK
Purpose of curriculum development and design
Planning of curriculum is crucial in aligning what is needed for students to learn along with
demands of society. It is needed for curriculum planning to be conducted by knowledgable and
appropriate range of people. Education manager and teachers ate those who steer the content and
shape of curriculum. Planning of curriculum development may be initiated with situational
analysis. It will help in identifying those key factors which are needed to be undertaken in
planning sequence. Following are the purpose of curriculum design and development.
 Academic purpose - The academic purpose of curriculum design and development is to
create an educational experience which has a flow and structure to it. There is also one of
the most important aspect of design curriculum plan is to create a way for students to
receive feedback for their performance (Murphy, 2018)(Taylor and Richards, 2018)
(Bleakley, 2021). By using a system which allows administrators and teachers to see how

well students are performing on given project. It may involves many activities such as
simulation, formative and summative test, and classwork activities.
 Social purpose - Th social purpose of curriculum design is to provide essential
information about tradition, culture and custom of a nation. It is imperative for teachers
and administrators to formulate effective curriculum plan which involves social diversity
and its elements such as social groupings, religion and culture. All these elements affects
curriculum development as its characteristics influences types of methods and topics for
teaching information.
 Economic purpose - Th majority of people views universities and schools as a place
where they can acquire skills in order to get job in market. It has been suggested that
learners are not restrained exclusively by financial motives (Tyler, 2019). There are
various economic benefits of an effective curriculum.
 Political purpose – The political purpose for designing curriculum development plan I sto
make learner about political power and how their studies can help in elevating nation's
value. By having modules of politics, students can be made aware about political power
and function of politics in a country.
Models and approaches of curriculum design and development
Teachers design every curriculum with a specific educational purpose in mind and the
ultimate goals is to enhance learning of students. In addition to that, there are various reasons for
designing curriculum design. Following are some models and approaches in curriculum design.
 Subject centred approach -This design revolves around a specific subject matter. For
example, the subject matter should involve digital marketing or may focus on other
subjects such as maths or history. This curriculum design tend to focus on subject, not on
individual. It is one of the most common type of curriculum used in public schools. It
helps in describing what is to be studied and in what manner. Core curriculum may be
referred as an example of subject centred design which can be standardized across
schools (Hamilton, 2017). The primary drawback of this curriculum design is that it lacks
student centred.
 Learner centred curriculum design – This type of curriculum design focus on each
individual's interests, goals and needs into consideration. In simple words, it
acknowledges that students are not uniform and thus needs to be adjusted in accordance

to student's needs. It is meant to empower learner and allows them to alter and shape their
education by various choices (Cho, 2018). In this type of curriculum design, instructional
plans are differentiated which provides opportunities to choose activities, learning
experiences and assignments. This keeps students motivated and engaged in material
which they are learning. The major drawback of this curriculum design is that it is labor
intensive and developing differentiated instruction creates pressure on teachers top find
materials.
 Problem centred Curriculum design- This type of curriculum design focus on teaching
students and how to cope up with them. This skill can be used in academic life and real
life too as students are exposed to real life issues. It makes students more innovative and
creative as they are learning (Hoxby and Murarka, 2017). The drawback of this design is
do not undertake learning style into consideration.
Curriculum design models
Product Model by Tyler, 1949
This model was propounded by Ralph Tyler in 1940 and a quintessential prototype in
curriculum development in scientific approach (Dockx, De Fraine and Vandecandelaere, 2019).
Following are the steps in Tyler model which should be taken into consideration.
 Determination of school purpose -It is important for school or educational institution to
determine its objectives. In simple words, what should be taught to make student's
successful. Each subject have its own objective which are termed as indicators of
mastery. All those objectives needs to be consistent with school's philosophy and I softer
neglected in process of curriculum development.
 Identification of educational experience related to purpose – By developing learning
experience facilitates students in achieving step one. For example, if a student I sgiven
with an objective to write an essay then learning experience may be demonstration of
essay by teacher.
 Organize experience – It is needed for teachers to determine logical orders of experiences
for students. Teacher should demonstrate first and then asked to write. This creates a
sense of learning in a logical way in mind of learner.

 Evaluation of purpose – In this stage, teacher assess writing ability to write essay. There
are various ways to do this. For example, if students are able to write essay without
assistance of teacher then it reflects that students have achieved objective of lesson.
Lawrence Stenhouse Model of curriculum
According to Lawrence, curriculum is far from a single list of content or a outline of
objectives and methods but an entire educational project. He also claims that curriculum
embodies various intentions which society have and individual it contains (Selzer, Gazcon and
Larrea, 2019). The curriculum should contain role of educator, concept of education and vision
of knowledge. The role of professors and teachers is imperative in elaboration and
implementation of curriculum.
Importance of learner feedback in development of curriculum
 To assess strength and weaknesses of curriculum – It is important to take feedback from
learner as it helps in assessing strengths and weaknesses and teachers can make alteration
in their existing curriculum (Kannan, 2017). It also helps in identifying areas in which
curriculum is lacking on.
 To alter curriculum with learner's feedback -By taking learner's feedback into
consideration, teachers and administrator can make necessary changes so as to make
curriculum effective. It should contain all essential elements which enhance learner's
knowledge and skills.
 To Uphold professional values – By taking feedback from learner in a positive way, it
will help teacher in becoming more professional as it enhances professional values.
 Comply with legislations and organisational policies -The curriculum development must
comply with all rules and regulations formulated by government. In addition to that, it
should follow instructions and guidelines of institution and must not go beyond.
 Maintaining Quality assurance and improvement arrangements – Learner's feedback
helps in maintaining quality and teachers can make necessary arrangements in making
curriculum effective.
How risks can be managed in developing curriculum
While formulating curriculum, it is needed to manage risk by opting effective strategies.
It can be done by choosing CARA process as this helps in safe delivery of curriculum by