The Marketing Industry is undergoing fundamental changes in how customers engage and interact with organisations and brands. This requires companyies to refocus how they connect with customers and develop marketing programmes to suit. This module aims to: - provide students with a conceptual and practical understanding of Digital Marketing in the Digital Era.- develop students abilities to design, plan, implement and evaluate a Digital Marketing Plan- provide students with the opportunity to evaluate the importance of integrated marketing in the digital environment - equip students with an appreciation and developed awareness of Digital Marketing Concepts, Technologies and Future Developments
Introduction to Digital Marketing
Principles of Digital Marketing, Fundamental changes in customer interaction and engagement, The Internet and The Marketing Mix, Applications, Online Presence, Online Marketplace Analysis
Channels of Digital Marketing
Online Platforms, Platform Evolution, Online Channel Structures
Digital Marketing Strategy
An Integrated Digital Marketing Strategy, Setting Goals, Strategy Formulation, Strategy Implementation, Optimising User experience, Integrating Online and Offline Programmes
The Internet and The Marketing Mix
Price, Product, Place, Promotion, People, Process and Physical Evidence in an Online Capacity, Building and Sustaining Relationships, Service Experience
Online Marketing Communications:1. Search Engine Optimisation
Strategies and Tactics, Ranking Search Engines, Optimising Technologies, Keyword Search and Selection, Meta-Tags, Off-page optimisation for Online Positioning
2. Social Media
Fundamentals of SM, Overview of SM Platforms, Managing Social Networks, Online Social Presence, Understanding Social Behaviour, SM Audiences, Designing SM Strategy, Generating Leads, Increasing Visibility, Engaging New and Existing Customers, SM Trends
3. Email
Types of Email, Targets, Building Subscriber Lists, Managing Customer Base, Targeting, Permissions, Segmentation, Email Tools
4. Online Advertising and PPC
Types of Online Advertising, Interactive Display Advertising, Planning and Preparing Strategy for Online Advertising Campaign, Setting up Accounts, Google Ad-Words, Key Word Search, Landing Pages, Optimising Campaigns
5. Mobile
Mobile as a Channel, Emerging Technologies, Mobile Websites, Mobile Advertising, Measurement and Optimisation
Content Marketing
Managing Online Public Relations, What is Content?, Content Strategy, Promoting Content, Future of Content, Evaluation
Evaluation of Digital Marketing Performance
Digital Marketing in Practice, Performance Management of Channels, Site Management
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |