The European e-Competence Framework
The e-Competence Framework, is a tool to describe the skills of professionals in ICT-related roles.The e-CF is a reference for job and role descriptions, skill development, training and education.The framework has been developed by a large number of European ICT and HR experts in the context of the CEN Workshop on ICT Skills.The European e-Competence Framework is structured from four dimensions. These dimensions reflect different levels of business and human resource planning requirements in addition to job/ work proficiency guidelines.
The four dimensions of the e-CF are specified as follows:
- Dimension 1: 5 e-Competence areas, derived from the ICT business processes:
PLAN – BUILD – RUN – ENABLE – MANAGE
- Dimension 2: A set of reference e-Competences for each area, with a generic description for each competence. 36 competences identified in total provide the European generic reference definitions of the e-CF 2.0.
- Dimension 3: Proficiency levels of each e-Competence provide European reference level specifications on e-Competence levels e-1 to e-5, which are related to the EQF levels 3 to 8.
- Dimension 4: Samples of knowledge and skills relate to e-Competences in dimension 2. They are provided to add value and context and are not intended to be exhaustive.
The 40 e-competencies of the e-CF
Click on the competency code in the list for the full description.
e-Competence: Title + generic description
D.12 Digital Marketing
Understands the fundamental principles of digital marketing. Distinguishes between the traditional and digital approaches. Appreciates the range of channels available. Assesses the effectiveness of the various approaches and applies rigorous measurement techniques. Plans a coherent strategy using the most effective means available. Understands the data protection and privacy issues involved in the implementation of the marketing strategy.
e-Competence proficiency levels (on e-CF levels e-1 to e-5, related to EQF levels 3 to 8
Understands and applies digital marketing tactics to develop an integrated and effective digital marketing plan using different digital marketing areas such as search, display, e-mail, social media and mobile marketing.
Exploits specialist knowledge to utilise analytical tools and assess the effectiveness of websites in terms of technical performance and download speed. Evaluates the user engagement by the application of a wide range of analytical reports. Knows the legal implications of the approaches adopted.
Develops clear meaningful objectives for the Digital Marketing Plan. Selects appropriate tools and sets budget targets for the channels adopted. Monitors, analyses and enhances the digital marketing activities in an ongoing manner.
|Knowledge examples||Knows/ Aware of/ Familiar with:
- K1 marketing strategy
- K2 web technologies
- K3 search engine marketing (PPC)
- K4 search engine optimization (SEO)
- K5 mobile marketing (e.g. Pay Per Click)
- K6 social media marketing
- K7 e-mail marketing
- K8 display marketing
- K9 legal issues/ requirements
|Skills examples||Able to:
- S1 understand how web technology can be used for marketing purposes
- S2 understand User Centric Marketing
- S3 be able to use and interpret web analytics
- S4 understand the on-line environment
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