The module introduces the learner to the scope of digital marketing management. It emphasises the strategic role of digital marketing, both the processes and the tools, in an overall business strategy, from planning and implementation to the analysis of digital campaigns. It explores the potential of digital marketing in the acquisition, conversion and retention of customers. It also sets the scene for digital marketing’s role in the operating and management processes of a firm. The module explores the digital marketing landscape. The aim of the module is to develop the learner’s analytical ability in assessing the potential of digital marketing in a company’s overall business strategy and to provide the learner with the skills required to design and implement a digital marketing plan.
Digital marketing fundamentals
Digital macro and micro environment
Digital marketing strategy
Digital marketing mix
Digital marketing platforms and channels
Digital marketing measurement and evaluation
Course delivery will be lecture based. The learner will be provided with in-class activities, current digital marketing campaigns, links and references for digital marketing in practice. The assessment will require the learner to apply the theoretical concepts to a specific task and thereby reinforce the theory.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |