This module is primarily concerned with providing the learner with the knowledge, competencies and skills to become a successful digital marketer. It will provide the learner with an introduction to enabling technologies and tools and how they link with a digital marketing strategy.
The module aims to reflect what is happening in the ever-changing world of digital marketing today and provide the learner with the most current knowledge and skills in order to critically analyse current trends and strategise the most effective digital marketing strategies for contemporary brands.
The learner will receive a rigorous and solid immersion in how to organise, plan, implement and control a digital marketing strategy within a broader strategic framework.
Multichannel marketing
Online marketplace analysis
Digital Macro-environment
Environmental analysis
Digital marketing strategy development
Frameworks for objective setting
Strategy formulation
Strategy implementation
The internet and the marketing mix
Product and branding online
Campaign planning for digital media
Goal setting and tracking for digital marketing communications
Campaign insights
Segmentation, targeting and positioning
Offer, message development and creative
Budgeting and selecting the digital media mix
Digital media channels
Integration with traditional media.
Social media and online consumer engagement
Evaluation and improvement of digital channel performance
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |