Module Overview

Introduction to Digital Marketing

This module will introduce students to the principles and applications of marketing in a digital context.

Module Code

INDM H1000

ECTS Credits


*Curricular information is subject to change

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 Examination40