City & Guilds Limited · RQF Level 4
City & Guilds Level 4 Diploma in Digital Marketing
You don’t just earn this. You learn to use it, one-to-one, on your own real work.
- LevelRQF Level 4
- Total credits120
- Guided learning585 hours
- Units in this qualification26
Awarded by City & Guilds Limited · on the Ofqual register
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See how this course maps onto your role
Ten quick questions, one per Future Fluency, asked against this qualification rather than a generic one.
About 5 minutes · No card · Nothing to commit to
What you’ll learn
What each unit actually teaches you to do
The City & Guilds Level 4 Diploma in Digital Marketing develops skills in areas such as online advertising and search engine marketing. It is a vocationally-related qualification for those working in, or aspiring to, digital marketing roles. Learners will also explore the ethics and legalities of digital marketing.
These are the units City & Guilds Limited registers against this qualification. It is a catalogue, not a syllabus. Which of them you take depends on the combination the qualification requires, and that is set by the awarding body rather than by us. Every unit here is regulated, and every one you earn is yours to keep.
Business conceptsReal unit · City & Guilds Limited
What you'll be able to do
- Understand the relationship between business objectives and organisational structures, including how different structures support various objectives.
- Understand how the external environment, including economic, social, technological, legal, and environmental factors, affects business models and strategies.
- Lead a team effectively, demonstrating communication, motivation, and delegation skills.
- Understand how finance affects a business operation, including budgeting, forecasting, and financial analysis.
Content Management System Website CreationReal unit · City & Guilds Limited
What you'll be able to do
- Create a comprehensive plan for the components required for a Content Management System (CMS) website
- Utilise CMS software effectively to create a functional and visually appealing website
- Understand the principles and techniques for making a website accessible to all users, including those with disabilities
- Measure and improve the return on investment (ROI) of a website through data analysis and optimisation strategies
Content marketingReal unit · City & Guilds Limited
What you'll be able to do
- Understand the various uses of content marketing within a business context
- Understand the different technologies used in content marketing activities
- Manage a content marketing campaign, including planning, implementation, and evaluation
Delivering e-commerce solutionsReal unit · City & Guilds Limited
What you'll be able to do
- Understand the key characteristics and dynamics of the e-commerce environment, including market trends, consumer behaviour, and competitive landscape.
- Understand the various technologies underpinning e-commerce solutions, including platforms, payment gateways, security protocols, and data analytics tools.
- Understand the business implications of implementing e-commerce solutions, including cost considerations, revenue generation, customer relationship management, and operational efficiency.
- Design effective e-commerce solutions that meet specific business requirements, considering user experience, functionality, and scalability.
Designing an effective web based user experienceReal unit · City & Guilds Limited
What you'll be able to do
- Understand the key elements of a web-based user experience.
- Optimise a website's user experience to enhance engagement and satisfaction.
- Test a website's user experience to identify areas for improvement.
Digital marketing metrics and analyticsReal unit · City & Guilds Limited
What you'll be able to do
- Understand the concept of the sales funnel in digital marketing and its stages
- Understand how metrics are generated in digital marketing activities and their significance
- Understand the application of analytics in digital marketing to measure performance and inform decision-making
Email marketingReal unit · City & Guilds Limited
What you'll be able to do
- Understand the legal and ethical requirements for email marketing campaigns, including data protection and privacy regulations.
- Understand the design criteria for effective email marketing campaigns, including layout, content, and call-to-actions.
- Plan, implement, and run email marketing campaigns, including segmentation, targeting, and performance tracking.
Ethics and legalities of digital marketingReal unit · City & Guilds Limited
What you'll be able to do
- Understand the ethical implications of digital marketing practices, including data privacy, transparency, and responsible advertising.
- Understand the effect of legal and regulatory requirements on digital marketing activities, including data protection laws, advertising standards, and consumer rights.
GamificationReal unit · City & Guilds Limited
What you'll be able to do
- Understand the underlying theory of gamification and its application in marketing
- Propose gamification solutions to meet specific marketing objectives, considering target audience and desired outcomes
Imaging SoftwareReal unit · City & Guilds Limited
What you'll be able to do
- Obtain, insert, and combine various types of information for use in digital images
- Use imaging software tools effectively to create, manipulate, and edit digital images to meet specific requirements
Marketing on mobileReal unit · City & Guilds Limited
What you'll be able to do
- Understand how the unique characteristics of mobile technologies influence marketing strategies.
- Understand the various forms of mobile marketing communications and their applications.
- Understand the use of location-aware applications for business purposes, including marketing and customer engagement.
Marketing planningReal unit · City & Guilds Limited
What you'll be able to do
- Understand the key components and structure of effective digital marketing plans, including objectives, strategies, tactics, and measurement metrics.
- Understand how market segmentation contributes to effective marketing planning by enabling targeted messaging and personalised customer experiences.
- Understand how to develop a promotional mix for effective marketing, considering the strengths and weaknesses of different digital channels and tactics.
- Understand how branding is used across digital marketing channels to build brand awareness, loyalty, and advocacy.
Online display advertisingReal unit · City & Guilds Limited
What you'll be able to do
- Understand the key requirements for effective online display advertising campaigns.
- Understand the different technologies used in the creation and management of online display advertising campaigns.
- Effectively manage an online display advertising campaign, including planning, implementation, and monitoring.
Personal and Professional DevelopmentReal unit · City & Guilds Limited
What you'll be able to do
- Understand how to plan for personal and professional development, taking into account individual needs and organisational goals.
- Understand different learning styles and theories to support personal and professional development.
- Produce personal and professional development plans that are specific, measurable, achievable, relevant, and time-bound (SMART).
- Make recommendations for personal and professional development activities, justifying their suitability and potential impact.
Principles of Keywords and OptimisationReal unit · City & Guilds Limited
What you'll be able to do
- Understand the principles of Search Engine Optimisation (SEO) and its importance.
- Plan the implementation of SEO techniques to improve website visibility.
- Understand the principles of Social Media Optimisation (SMO) and its importance.
- Understand how to plan the implementation of a website optimised for mobile devices.
Principles of Social Media Advertising and PromotionReal unit · City & Guilds Limited
What you'll be able to do
- Plan how to use digital vouchers effectively for marketing purposes, considering target audience and promotional objectives.
- Plan the implementation of Social Networking site advertising campaigns for marketing purposes, including budget allocation and campaign tracking.
- Understand the use of promotional campaigns on social networking sites, including different campaign types and engagement strategies.
- Understand current national and international legal and organisational guidelines for social networking advertising and promotional campaigns, including advertising standards and data protection.
Principles of Social Media within a BusinessReal unit · City & Guilds Limited
What you'll be able to do
- Understand how social media aligns with the objectives and marketing strategies of a business.
- Understand how to select appropriate social media tools and channels for a business based on its needs and target audience.
- Understand how to measure the success of social media activities using relevant metrics and analytics.
- Understand how social media policies and guidelines can impact a business's reputation and operations.
- Monitor how a business is utilising social media platforms to ensure compliance and effectiveness.
Project ManagementReal unit · City & Guilds Limited
What you'll be able to do
- Understand the reasons why organisations utilise project management methodologies.
- Understand the processes involved in setting up projects effectively.
- Utilise project management tools to maintain project progress.
- Utilise project management tools to control project activities.
- Utilise project management tools to monitor project performance.
- Review projects at all stages of their lifecycle.
Relationship management for account managersReal unit · City & Guilds Limited
What you'll be able to do
- Understand how to build effective and sustainable relationships with accounts.
- Understand how to utilise networking strategies and techniques in sales activities.
- Understand how to apply consultative selling approaches to meet customer needs.
- Know when and how to undertake stakeholder analysis to identify key influencers and decision-makers.
- Understand how to monitor and control customer relationships to ensure satisfaction and loyalty.
Retention marketingReal unit · City & Guilds Limited
What you'll be able to do
- Understand the value of customer data in informing and improving retention marketing strategies
- Understand how organisations can achieve and maintain positive customer relations to support retention efforts
- Understand various strategies for retention marketing, including their application and effectiveness
Search engine marketingReal unit · City & Guilds Limited
What you'll be able to do
- Understand how search engine marketing (SEM) aligns with and contributes to the overall marketing objectives of a business.
- Understand the critical role of keywords in the planning, execution, and optimisation of a search marketing campaign.
- Manage a search marketing campaign, including keyword research, ad creation, bidding strategies, and performance analysis.
Spreadsheet SoftwareReal unit · City & Guilds Limited
What you'll be able to do
- Use a spreadsheet to enter, edit and organise numerical and other data accurately and efficiently.
- Select and use appropriate formulas and data analysis tools and techniques to meet specific requirements, demonstrating a thorough understanding of spreadsheet functionality.
- Use tools and techniques to present, format and publish spreadsheet information in a clear, concise and professional manner.
Using Collaborative TechnologiesReal unit · City & Guilds Limited
What you'll be able to do
- Stay safe and secure when working with collaborative technology, adhering to organisational policies and legal requirements.
- Plan and set up IT tools and devices effectively for collaborative working, considering user needs and accessibility.
- Prepare collaborative technologies for use, ensuring they are configured correctly and ready for intended activities.
- Manage tasks effectively using collaborative technologies, tracking progress and ensuring completion.
Video SoftwareReal unit · City & Guilds Limited
What you'll be able to do
- Use video hardware and software effectively to capture video sequences, ensuring quality and appropriate framing.
- Use video software tools and techniques to edit video sequences, including trimming, transitions, and special effects.
- Play and present video sequences using appropriate software and hardware, ensuring optimal viewing experience.
Video channel managementReal unit · City & Guilds Limited
What you'll be able to do
- Understand the different video channel technologies available, including platforms, formats, and delivery methods.
- Understand the requirements for effective video channel management, including content strategy, audience engagement, and analytics.
- Manage a video channel, including uploading, organising, and promoting video content.
Website SoftwareReal unit · City & Guilds Limited
What you'll be able to do
- Create website structures and styles using appropriate technologies and apply them to produce functional websites
- Select and utilise website software tools and features to develop multiple-page websites incorporating multimedia and interactive elements
- Publish and thoroughly test multiple-page websites with multimedia and interactive features to ensure optimal performance and user experience
The honest bit
You’ve started things before
Most courses were built for a room full of people who aren’t you. A cohort moves on whether or not your week allowed it, and by the third week the thing you’re behind on becomes the reason you stop opening it.
There’s no cohort here, and no timetable to fall behind. Before anything starts, Zavmo asks when you’re sharpest and how long you can realistically sit down for, then builds the sessions around those answers. A bad fortnight changes your pace. It doesn’t put you behind.
And you only pay once you start learning. Searching and planning are free, and you can cancel any time — so the cost of finding out is an afternoon, not a year.
Your passport
Every credit is a stamp you keep
Level 4 credits are regulated. They don’t vanish when a subscription ends or a website closes. They travel to any employer, and Zavmo keeps the map of what you’ve earned and what’s next.
Each stamp is a real unit registered against this qualification.
Who’d teach you this
The Evidence Evaluator
Assessor
Helps you show what you can actually do, gathering the evidence that proves it as you learn.
Meet all twelve tutorsWhere this connects
Where these credits take you
A qualification is never a dead end here. See the jobs its credits open, the national occupational standards its units map to, and the future skills they quietly build.
- Comply with ethical, legal, regulatory requirements and codes of practice in digital marketing
- Create, manage and modify web pages using content management systems (CMS)
- Monitor and control relationship management activities
- Plan and manage social media collaboration activities
- Write and create content for multiple digital platforms
Where this can lead
Associate Global Search Engine Marketing Specialist
Your journey starts here, learning the foundational skills that will underpin whatever exciting path you choose. We're committed to helping you grow, whether that's becoming a world-class individual contributor or leading a team. The most important thing is your drive to learn and make an impact.
See the whole journey →Showing 6 roles, drawn from 300 job records mapped to this qualification.
Skills it covers
What the job actually needs. These are the standards the units are built against, in the words employers and awarding bodies already use for the work itself.
How you’ll actually learn this
One-to-one, on your own real work
A qualification is usually something done to you: sit the class, sit the exam, hope it sticks. Here it’s the opposite. You learn it one-to-one with a companion, on your own real work, and you keep going until you can use it, not just recall it.
Applied to your work in any of these jobs
This unit provides learners with an understanding of the relationship between business objectives and organisational structures. Learners will explore how external environments affect business models, develop team leadership skills, and understand financial impacts on operations.
- Remember
- Understand
- Apply
- Analyse
- Evaluate
- Create
Built for City & Guilds Level 4 Diploma in Digital Marketing
26 units in this credential, in the order it lists them, awarded by City & Guilds Limited.
- Business concepts
- Content Management System Website Creation
- Content marketing
- Delivering e-commerce solutions
- Designing an effective web based user experience
- Digital marketing metrics and analytics
and 20 more in the full unit list below.
One to one, not one to many
No two people run this the same way
A course is written once and handed to everyone. This is assembled around you, and keeps changing as it learns you. Five things it reads, and what each one changes.
- Your actual work Every unit is taught against a live piece of your own work, not a worked example from a textbook.
- What you already know The first conversation finds your starting point, so you skip what you can already do and spend the time on what you cannot.
- The conditions you learn under Not a learning-styles quiz. The evidence does not support those. The dimensions the research does back, read once and used to shape the plan.
- How far you got last time It picks up mid-thought. The tutor knows what you said, what you struggled with, and what it asked you to try.
- Which tutor suits the moment Twelve of them, each for a different kind of thinking. The one who walks you through a first idea is not the one who stress-tests it.
See how you learn, free. Eight questions, no sign-up. A directional taster; the diagnostic inside Zavmo goes deeper and keeps adapting.
Why it sticks
Most courses stop at remembering
There’s a well-known ladder of how deeply you learn something, called Bloom’s Taxonomy. Most courses get you up the first two rungs: you remember some facts, you pass a test, you forget it. Real skill lives at the top. Judging, deciding, creating. And this isn’t a generic ladder: every rung has a named Zavmo tutor who walks you up it.
- 6CreateThe Creative Catalyst
- 5EvaluateThe Evidence Evaluator
- 4AnalyseThe Analyst
- 3ApplyThe Coach
- 2UnderstandThe Connector
- 1RememberThe Builder
Where most courses leave you Where Zavmo takes you
The value
Why the companion is worth £70 a month
You’re not paying for the units. They’re regulated, and the same wherever you earn them. You’re paying for the one thing that decides whether you actually get there: a companion that makes them stick, on your real work.
That is one-to-one on this qualification, every day, on the work you already do, for £70 a month. Your first module is free, so you can see the teaching before you pay for any of it. Billed monthly, cancel any time and billing stops.
Earned on your own work, taught to the top.
Everything you just read, learned one-to-one on the job you already do. Your first module is free, so you can see the teaching before you pay for any of it.
Build my plan, freeNo card. See how this qualification maps onto your role and meet the tutors who’d teach it, free. The learning begins when you subscribe. It’s £70 a month, billed monthly. Cancel any time and billing stops.