This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide. • Understand the digital landscape and explain how it differs from traditional marketing management. • Understand and explain the technology, tools and techniques utilised in the changing digital marketing environment including the drivers of consumers’ online behaviour. • Identify and evaluate the evolving role of digital marketing within an organisation. • Explain the technology and management of data and analytics that drive digital marketing and underpin its success. • Plan, implement and control a digital marketing campaign making use of frameworks, tools and techniques current in the industry, with the aid of simulation software, and evaluate the effectiveness of the campaign. • Explain the facets of the digital consumer and the research tools that enable such an explanation. • Identify and evaluate the legal and ethical issues surrounding the capture, storage and use of customer data in a digital marketing context.