Marketing & Sales

    Lantra Awards
    Vocational

    Specification: 601/2645/0

    The LANTRA-AWARDS Vocational Marketing & Sales specification covers 3 topics with 15 learning objectives (601/2645/0). Use the topic browser below to explore subtopics, exam tips, common mistakes, and key terminology for each area of the course.

    This subject will help you develop key knowledge and skills required for exam success.

    3

    Units

    15

    Learning Outcomes

    13

    Assessment Guidance

    13

    Key Skills

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    Key Features

    • Master key concepts
    • Develop exam technique
    • Apply knowledge effectively

    Common Exam Mistakes

    Pitfalls to avoid in your exams

    • •Focusing solely on vanity metrics (likes, follows) without linking to business outcomes
    • •Selecting social media channels based on personal preference rather than audience analysis
    • •Failing to consider crisis management or negative feedback procedures in policy development
    • •Using measurement tools without aligning them to predefined KPIs
    • •Failing to consider the audience's preferred digital platforms, leading to poor engagement.
    • •Neglecting to check message accessibility, resulting in exclusion of some recipients.
    • •Confusing monitoring frequency with evaluation depth, reporting data without actionable insights.
    • •Implementing corrective actions without first understanding the root cause of performance issues.

    Top Examiner Tips

    Expert advice for exam success

    • •Always connect social media activities back to the customer journey and sales funnel
    • •When recommending tools, provide a concise comparison of features and justify your final selection
    • •In policy questions, reference relevant legislation and industry codes of practice to demonstrate underpinning knowledge
    • •Use real-world examples or case studies to illustrate monitoring outcomes and actions taken
    • •When planning, always justify your choice of digital media with explicit audience insights.
    • •Use checklists or testing tools to verify message accessibility and document the process for your portfolio.
    • •In monitoring, focus on comparing actual outcomes against objectives; use SMART criteria.
    • •For corrective action, show a clear link between identified underperformance and your proposed changes.

    Qualification Units

    3 units

    How this qualification is graded

    Vocational qualifications are marked against criteria, not an exam percentage. Each unit is assessed across three bands - build up from Pass by applying your knowledge to realistic workplace scenarios.

    Pass

    Accurately describe and explain the core knowledge for the unit and link it to the given scenario.

    Merit

    Apply and analyse that knowledge in detail, showing why it matters in the workplace context.

    Distinction

    Evaluate and justify decisions, weigh up alternatives and make well-reasoned professional recommendations.

    Principles of Social Media within a Business

    This element explores the foundational principles of integrating social media into a business environment, focusing on its strategic alignment with marketing and organisational goals. Learners will examine how to choose appropriate platforms, quantify their effectiveness, and establish governance through policies. Practical monitoring techniques are also covered to ensure ongoing optimisation and risk management.

    Lantra Awards Level 3 Certificate in Social Media Marketing (QCF)

    5 learning outcomes8 guidance points

    Communicating using digital marketing/sales channels

    This element focuses on the strategic planning, execution, and evaluation of digital marketing communications. Learners will develop the skills to tailor messages for specific audiences using appropriate digital channels, ensure accessibility, and systematically monitor responses to optimise campaign effectiveness.

    Lantra Awards Level 3 Certificate in Social Media Marketing (QCF)

    5 learning outcomes8 guidance points

    Social Networking Management for a Business

    This subtopic equips learners with the strategic and operational competencies required to manage social networking effectively for a business. It focuses on evaluating and selecting appropriate social networking platforms, understanding audience segmentation, mitigating digital risks, and leveraging analytics to optimise performance.

    Lantra Awards Level 3 Certificate in Social Media Marketing (QCF)

    5 learning outcomes10 guidance points

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    Marketing & Sales Lantra Awards Vocational Topics & Revision