Digital Marketing concerns itself with the relationship between the firm, its customers, and the online environment in which the organisation operates. The course is designed to provide students with a comprehensive knowledge of digital marketing management approaches and techniques that are relevant across a range of organisations in the public, private and non profit sectors. The course offers an introduction to digital marketing theory, strategy and practice. The aim of this module is to provide a knowledge of the analytical and decision-making skills that are required for the digital marketing function.
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Introduction to digital marketing
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The digital macro and micro environment
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Digital marketing strategy
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Creating and developing value online
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Campaign planning
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Search marketing
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Social media marketing
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Digital marketing analytics
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Regulation and privacy issues in the digital era
The module will be delivered by way of lectures and class discussions, which will place a strong emphasis on individual student contributions. Peer-directed learning is actively encouraged amongst students and can be facilitated using case studies, in-class presentations, and debates. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |