The aim of this module is to enable students to direct, within their area of organisational responsibility, the application of digital marketing technologies and techniques to support marketing objectives. Students will gain an understanding of how organisations can leverage digital marketing channels to better understand target audiences, promote goods and services, enhance brand awareness and improve sales.
Introduction to Marketing
• History and evolution• Internal reports and marketing intelligence• Market research concepts• The marketing concept, philosophy and practice• Social responsibility• Brand management concerns
Digital Marketing Strategy
• Stages in online adoption• Analysis of marketing environments• Understanding buyer behaviour and market research• The internet and its role (customer/ business relationships)• Current trends in marketing• Defining and analysing competitive forces• Website/campaign auditing (suitability/purpose)• Global best and worst practice
Digital Channels
• Email• Web Campaigns (Banners, skyscrapers, interstitials, pop-ups, intexts)• Video (Viral ad campaigns)• RSS• Podcasting• Pay per click (Google adwords)• Social networks and social bookmarking• Groups and forums• Wikis• Photo sites
Optimisation , Analysis and Performance Improvement
• Search engine optimisation (SEO)• Search engine Marketing (SEM)• Traffic analysis, web analytics• Traffic optimisation• Design improvement• Measuring change impact
Social Media and Online Branding
• Social media presence (Twitter, Flickr, FaceBook, Blogging, YouTube etc.)• Customer communication and relationships• Building customer communities• Case studies
Mobile Web Advertising
• Mobile web strategy• Mobile channels (SMS, MMS, in-game, in-app, web, ...)• Location awareness• Content creation & delivery issues• Privacy concerns
Future landscape
• Web 3.0• Semantic search• Digital convergence• Web/Mobile/TV
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |