This module will introduce students to the principles and applications of marketing in a digital context.
Digital Marketing Fundamentals & Digital Tools
Digital and interactive media and marketing. Difference between Online and Offline behaviour,Websites, Email and Viral Marketing, Mobile Marketing, Video & Podcasting, Affiliate marketing
Mobile Technology
Carrier and technology introduction; Applications Options; Business strategies using mobile technologies.
Social Media and online consumer engagement
Different forms of social media, Primary Tools, Integration with traditional media., Engagement: Paid v Earned, Opportunities and challenges.
Digital Traffic Building and Analyitics
Types of Online advertising; pay-per-click etc, Search Theory,Semantic Web Search Engine Marketing, Search Engine Optimisation, Web intelligence,Identifying goals and KPIs, Analysing website performance, conversion rate optimisation, Social Media Performance analysis ,
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 60 |
| Formal Examination | 40 |