This module aims:To introduce students to the technology advances that are shaping current trends in advertising and marketing and to provide the learner with a strong foundation of theoretical models, principles and frameworks related to interactive digital marketing, as well as highlighting the potential trends that will impact on the marketing landscape in the future.
Interactive Business Models
History and development of interactive marketing; Key principles of Interactive Marketing; Business Models, B2B and B2C.
CRM and LTV
The role CRM plays in interactive marketing strategies; How LTV is calculated and used in CRM; How CRM aids in the attraction, growth and retention of customers; The key factors in the successful implementation of CRM.
Marketing Technology Categories
Marketing Experiences: - more specialised technologies that directly affect prospects and customers across their lifecycle.Marketing operations: - the tools and data for managing the 'back-office' of marketing, Marketing Middleware, Marketing Backbone: - platforms such as CRM Infrastructure services such as databases, Big Data management, cloud computing and software development tools. Internet services such as Facebook, Google, Twitter.
Mobile Technology
Introduction to the technology of mobile devices, apps and strategies using mobile in marketing/advertising.
Online Advertising Media
Types of media and advertisements. Online ad serving and management.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 50 |
| Formal Examination | 50 |