Curriculum Design Report for Digital Marketing Module, Semester 1

This report delves into the intricacies of curriculum design and development, with a specific focus on digital marketing. It begins with an exploration of the purpose of curriculum development, highlighting its academic, social, economic, and political dimensions. The report then examines various models and approaches to curriculum design, including subject-centered, learner-centered, and problem-centered approaches, along with detailed analysis of the Tyler and Stenhouse models. A significant portion of the report addresses the importance of learner feedback, risk management strategies, and methodologies for evaluating and monitoring curriculum effectiveness. The second task provides a curriculum design for an Advanced Diploma in Digital Marketing program, outlining the course aims, objectives, assessment methods, and resources. Finally, the report explores the characteristics, attributes, uses, and benefits of social media marketing within the digital marketing context, thus providing a comprehensive overview of curriculum development in the field.

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

outlining local curriculum activities by identifying hazards and obstacles in process of
curriculum development (Chaffey and Smith, 2017). In addition to that, it can be minimised by
meeting student's needs and by having adequate availability of materials. It is needed to have a
supervisor who is having knowledge in this area and all activities are to be monitored for
eliminating risk. For making curriculum effective, it is important to plan activities in advance so
that it becomes easier to attain objective. Having recording of curriculum activity flowchart can
help teachers in tracking of activities and to alter changes, if needed. The task of curriculum
development does not ends here and needs to be evaluated. It will help professors and teachers to
assess their weakness and to make necessary changes, if required.
Methodologies to evaluate and monitor curriculum
It is important to evaluate methodologies to evaluate curriculum as by taking feedbacks
from peers, teachers and students as it help sin identifying key areas in which curriculum is
lacking and by taking corrective actions, changes can be made (Puthussery, 2020). It can also be
done by comparing assessment objectives with actual outcomes. In addition to that, formulation
of comprehensive assessment plan facilitates in evaluation of effectiveness of curriculum. By
collecting relevant information from various sources and interpreting to opt insight can be
beneficial in process of evaluation of curriculum. It is important to monitor all activities of
curriculum and ensure that all tasks are performed according to pre determined set of objectives
or not. It can also be obtained by undertaking formative and summative assessment as at end of
development of curriculum and to compare with standard benchmark. It is needed to assess
outcomes of curriculum in order to know about its characteristics, elements and effectiveness
(Glatthorn and et.al., 2018).
Task 2
Developing Curriculum
(AC-2.1 and 2.2)
Programme/
Course:
Advanced Diploma in Digital Marketing (ADDM)
Level: 3/4
Duration: 16 weeks

Teaching
Hours:
72
Method of
Teaching:
Can opt for either virtual learning or face to face
Both full time and part time course
Aim: To provide wider knowledge of digital marketing and its
concepts.
Objectives: Learners can enhance their knowledge, skills and
understanding about concepts of digital marketing. By this
module, they will acquire both practical and theoretical
knowledge. After completion of this module, learners can get
job as a digital marketer in a well known company.
Assessment
Methods/
Strategies:
Students will be evaluated on the basis of formative and
summative assessment, PPT Presentation and clearing
practical demo sessions in vestibule training.
Venue and
Resources:
Suggested books, Internet connection, digital marketing
software, mouse, keyboard, blackboard, marker and
classroom.
Learners: Learners of this module should have minimum age of 16+ with
qualifications of A level.
Teachers: This programme will be deliver by teacher who is having
specialization in this area and have professional degree in
digital marketing.
Course Content
MODULE/UNIT-1 Aim
Orientation of social media
and Digital marketing
along with latest trends.
This unit will help learner in getting an
overview of digital marketing and social
media and what are the key trends which
are considered by digital marketers.

UNIT- 2 Aim
Understanding of social
media success stories and
ways to create Facebook
Marketing strategy.
This unit will help learner about social
media platforms and success stories of
social media and ways by which learner
can formulate effective Facebook
marketing strategy.
UNIT- 3 Aim
Understanding of digital
marketing tools and
analysation of insights.
This unit will cover various digital
marketing tools such as SEO, analytics
tools and content creation tool.
UNIT-1 Orientation of social media
and Digital marketing along with
latest trends.
LO:1
To provide an overview of
digital marketing and
latest trends
AC-1.1: Define importance of Digital
Marketing.
AC-1.2: Identify key concepts of digital
marketing
LO-1
Topics to be covered:
To provide an overview of digital
marketing along with its uses in business.
Moreover, applications of digital marketing
and their uses.
LO: 2
Be able to gain knowledge
about social media
handles and their key
features
AC-2.1: What is social media as well as its
characteristics?
AC-2.2: Explain various features of social
media with uses and attributes?
LO-2
Topics to be covered:
Types of marketing, content marketing, ad
campaigns and insight analysation.

LO: 3
Be able to understand
types of digital marketing
and how it can be
applicable to business.
AC-2.1: Discuss various types of digital
marketing ?
AC-2.2: Explain uses and application of
content and social media marketing.
LO-3
Topics to be covered:
Justification of this Programme/ Course/ Curriculum:
7/10 sentences
Why this program is important in making career development ?
What information will learner get from this module ?
What is the scope and objective of this module ?
All the required resources will be rendered to learners.
Students can opt finance facility in order to pursue this course.
Curriculum Design
Programme/
Course:
Advanced Diploma
in Digital Marketing
(ADDM)
Aim:
To provide wider
knowledge of digital
marketing and its
concepts.
Objectives:
Learners can
enhance their
knowledge, skills
and understanding
about concepts of

digital marketing. By
this module, they
will acquire both
practical and
theoretical
knowledge. After
completion of this
module, learners
can get job as a
digital marketer in a
well known
company.
Assessment Plan/
Methods/
Strategies:
Students will be
evaluated on the
basis of formative
and summative
assessment, PPT
Presentation and
clearing practical
demo sessions in
vestibule training.
There will be only
PASS and REFER
grade.
UNIT-1:
1. Learning
Outcome
s
2. Assessment
criterion
3. Pass of threshold
level descriptor
4. Description of
assessment
LO:1
To provide
an
overview of
digital
marketing
and latest
trends
AC-1.1: Define
importance of
Digital Marketing.
AC-1.2: Identify
key concepts of
digital marketing
To provide an
overview of digital
marketing along
with its uses in
business.
Moreover,
applications of
digital marketing
and their uses.
Student's
performance will be
evaluated based on
15 mins PowerPoint
presentation
The PPT slides must
contain all course
relevant topics which
are stated in column
3. In order to achieve
PASS, students are

required to cover
cover all topics.
LO: 2 Be
able to gain
knowledge
about
social
media
handles
and their
key
features
AC-2.1: What is
social media as
well as its
characteristics?
AC-2.2: Explain
various features
of social media
with uses ?
Topics: characteristics
of social media,
application and
features of social
media.
Students will be
assessed by
completing an
individual project after
this module. The
project will cover
relevant topics of
digital marketing and
its characteristics.
Required Turnitin
submission
LO: 3 Be
able to
understand
types of
digital
marketing
and how it
can be
applicable
to
business.
AC-3.1: Discuss
various types of
digital marketing
AC-3.2: Explain
uses and
application of
content and
social media
marketing.
Types of marketing,
content marketing,
ad campaigns and
insight analysation.
Students will be
assessed by clearing
practical project and
working on software
successfully.
Required to be
submitted on
Turnitin.
UNIT-1: Understanding
the Roles,
Responsibilities and
Relationships in
Education and Training
Design assessments PowerPoint Presentation, Project and
Practical work project
✔
Tools for assessments. PPT in Turnitin Presentation as well as face
to face either by virtual or face to face in class
✔
Assessment criteria and ✔

rubrics Assess in Rubrics on Turnitin
Feedback support Provisions of both summative and formative
are available.
✔
Feedback strategy Developmental and Formative feedback will
be given in bubbles and Rubrics.
✔
Assessment time End of term ✔
Assessment opportunity
Final submission and Resubmission ✔
Assessment Guideline Assignment Brief ✔
Assessment weight 45% + 25% +30% =100% ✔
Assessment grade Pass or Refer
2.4
LO: 2 What is social media as well as its characteristics?
It may be refereed as as a form of digital marketing which leverages power of well
known social media networks in order to achieve branding and marketing goal. It is a powerful
way to business of all sizes so as to reach potential customers. There are various types of social
media platforms by which companies can engage with their potential customers and customers.
It becomes easy for companies to communicate with customers as it helps in making changes
based on customer's feedback. In today's world, effective marketing n social media can bring
remarkable success to business along with creating devoted brand advocates. It is needed to
have an effective marketing strategy which leads company towards accomplishment of goals. It
also includes paid social media marketing in which a business can pay and appear at the front of
large volumes of targeted customers by paying a certain amount.

Characteristics of social media marketing
 Participation -Social media contributes in taking feedback from everyone and it includes
exchange of ideas at the time of online conversation. It act as a bridge between company
and customers and people enjoy this process of participation as they feel impact of their
voice.
 Openness -What an individual do, say or say everything is out in open. People are ready
to call out mistakes, foul plays and contradiction. It is needed for brand to be loyal as
negative feedback can destroy image of company.
 Relationship Building -It is a two way communication which requires participations
from both customers and company. It is imperative for company to have a healthy
relationship with their targeted audience. Business can go a long way success by
engaging and building healthy relations with customers.
 Reliability – It is important to show online presence consistence in order to come off as
reliable. Social media marketers actively use platforms so that they can get involved in
promoting new product or engage with customer.
 Community building -Social media platforms may be considered as a right place to
build communities as it facilitates in communicate in a more effective and efficient
manner. Communities helps in understanding about targeted audience.
 Customer Service -It is imperative for business to take care of customer as social media
is all about connecting with them and helps in understanding how company's product or
service adds values to their life. It is a place for providing value to customers not only
for blatant promotion.
Attributes of Digital marketing
 Profile Development – It is needed to have a social media marketing presence and for

that profile development is the first step which reflects identity of company or person.
The profile development should be attractive with engaging description, vivid images
along with meaningful message.
 Engagement -One a company have established foundation on social media platform,
now its time to create an engaging content and how it can be useful for businesses. It
depends on the goals of company and may opt any package from third party.
 Tracking and Reporting – This is the stage in which most efforts are put on. It is
important to track all records of social media in order to create an insight which can be
helpful in further improvement.
Uses of social media marketing
 For communication purpose – It can be used for communicating with targeted audience
and company can take feedback and can improve areas in which they are lacking. It can
also be used to collect data from various customers.
 For creating relationship with customers -It is important for every company to maintain
a healthy relationship with their customers and for this, social media marketing can be
used effectively (Gordon and McGhee, 2019). By maintaining healthy relationship with
customers, it can be beneficial for company in various ways.
 To turn potential customers to permanent customers – It helps in converting potential
customers into permanent customers and it can be done by engaging and communicating
with them.
 To Target customers- Social media platforms helps in targeting customers in an
effective manner as by promoting content with flashy and eye catching images. It plays
crucial role in targeting customers and becomes easier to accomplish organisational

goals within time frame period.
Benefits of social media marketing
 Increased organic visibility – This sends signals to Google and make sure popular
content is visible and shareable. It also affects website's SEO. There is a collaboration
between how and why something is ranked.
 Improved brand loyalty -By opting social media, company can improve its brand loyalty
as it allows a two way communication and there can't be relation in case of absence of
communication (English, 2019.). By responding to comments and questions , people
will connect with company name more quickly.
 Increased brand recognition -By investing few hours on updating and posting content,
images and videos on social media handles can elevate brand recognition. Social media
marketing tools enables in scheduling posts and it facilitates in increasing audience
engagement along with brand visibility.
 Customer Feedback to improve -Every business is trying to improve their products and
services and for that it is needed to take feedback and suggestions from customers as it
becomes easier for company to identify its weakness and it can take corrective measures
in order to improve.
Task3
Evaluation of achievement of learning outcome of education and curriculum development.
It is imperative to evaluate effectiveness of curriculum in order to make alteration so as to
make it more effective. One of the best way to do so is to take feedback from teachers and
students. It will help in identification of key areas in which curriculum is lacing such as given
more weightage to theory rather than practical. In addition to that, feedback scan be taken from

experts who have vast knowledge in this field. They can easily evaluate how effective
curriculum is. In addition to that, it can also be evaluated by assessing student's employability as
how effective curriculum is and does it cover all aspects to meet job requirements. If do meet,
the curriculum is made fantastic and if no, corrective actions are to be needed. By observing
students what level of interest they are showing or they think content to be irrelevant. It can be
done by observing students. It is needed to monitor outcomes and compare with pre set
standards, if the outcome indicates negative, what corrective actions are to be taken. It is crucial
to evaluate the curriculum as it is responsibility of teachers to formulate effective curriculum
which encompasses with all essential elements and covers each topic which enhances learning of
students.
Evaluation of delivery of training curriculum and education
Each learner is differ from other and thus required an effective learning style which is easily
understood by learners. It is important to assess performance of students and after completion of
module, compare pre and post performance so as to measure learning level of students. If post
results are up to mark of pre defined standards, it is not needed to take corrective actions and if
not, corrective measures are to be taken immediately. The learning style is not uniform for every
students and teacher have to opt that style which is suitable for students or it will be a waste of
time and efforts for both. While delivering lessons, it is needed to have required resources such
as blackboard, pen, projector, handouts and other essential which contributes in learning. There
should be a review cycle which can help in identifying errors and mistakes that professors and
teachers have made during framing up of curriculum.
Identification of areas for improvement for education and training curriculum
It is needed to update and make changes in education and training curriculum. By learning
activities, it is important to identify future goals and objectives which will be accomplished after
completion of module. The objective of curriculum should be realistic and attainable, as it should
not be based on fictional and should have a purpose for its formulation. The curriculum should
not only have one assessment strategy but should have both formative and summative
assessment strategy. The curriculum should comply with all rules and regulations and must
follow guidelines. The curriculum should not be rigid in nature and must be flexible so as to alter
changes due to dynamic circumstances. In case of rigid, it becomes complex to deal with such
challenges. While formulation of curriculum, it is important to match all learning requirement

and should be updated as per latest trend. The curriculum design should have all relevant
information which can enhance emp0loyability skill of learner. So it is recommended that, all
information include in curriculum must be taken from reliable source. In addition to that, the
objectives of curriculum should comply with course outcomes and should be fulfilled in all
aspects of learning. The curriculum should have relevant information and as per latest guidelines
and format. By having an effective curriculum, it becomes easier to deliver lessons as it provides
a way by which learner can get information from module.
Make improvements in education and training curriculum
In order to make improvements in education and training curriculum, challenge ad model
learning strategy can be used as it allows in thinking in different ways. There are minor
improvements to be needed in curriculum as digital it lacks in complying with latest trends
which must be taken into consideration. In addition to that, there should be more lectures to be
provided as its concepts are much time consuming which needs more time. Moreover, it is
needed to have all these improvements as it helps in making curriculum more effective. As to
make this curriculum , it is needed to have professionals who can review curriculum and provide
suggestions so as to make it more proficient. By taking their feedback, it can be helpful for
teachers to think from different point of view.
CONCLUSION
From the above project report, it was concluded that curriculum design is a vital role and must be
undertaken by knowledgable group of people. It is important to have all elements of curriculum
and must comply with all rules and regulations. In addition to that, there are various purpose of
curriculum design such as economic, social and political which should be taken into
consideration. Along with this, learner centred, problem centred and subject centred are some
approaches to curriculum design. While designing a curriculum, it is needed to opt models of
curriculum design. In this project report, subject chosen is digital marketing which encompasses
with various concepts, features, benefits and characteristics. It is needed to take feedback from
learner as it helps in assessing strengths and weaknesses so that corrective actions can be taken to

enhance effectiveness of curriculum. It is important to follow up all regulations and monitoring
of outcomes by comparing pre and post performance can help in assess effectiveness of outcome.
Feedback can help in knowing areas in which curriculum is lacking and by taking corrective
actions, it can be made more accurate and effective.

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