The purpose of this module is to: 1. Develop an understanding of the background, current state, and future potential of Digital Marketing. 2. Understand why & how Digital Marketing research can be turned into marketing knowledge and how to understand the online consumer population. 3. Assess content strategies with regard to earned, owned and paid media.
Digital Marketing In Context
Overview of Internet history, it's current status and future developments. An introduction to Digital marketing and it's important role in a firm's overall intergrated Marketing Strategy.
Digital Marketing Strategy
Explore the concepts of Digital Marketing research and analytical tools and how they can be used to estsblish and examine consumer behaviour online.
Explore content strategies with regard to earned, owned and paid media.
Digital Marketing Planning
Discuss the nature and importance of a fully developed digital marketing plan.
Lab Based Research Activities.
Lab based research work involving the use of Word processors, spreadsheets, presentation software, Online library resources, guest speakers and peer reviewed publications to support & enhance theoretical material covered in the module.
|Module Content & Assessment