The Internet has changed marketing strategy and execution in the most fundamental of ways. This module aims to develop awareness and understanding of digital marketing strategy and execution. A combination of class based and practice based learning focuses on building the concepts and practices that are required in the modern era of marketing. Participation in group and individual project work will be the anchor point for this module.
1. Introducing Digital Marketing
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2. The Digital Marketing Landscape
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Search Engine Optimisation
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Pay Per Click Advertising
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Marketing Targeting and the Digital Audit
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Digital Analytics and Metrics
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Content Marketing
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Influencer Marketing
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Social Media Strategy
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Digital Strategy and Reporting
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Digital Regulation and Privacy
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Lectures, guest speakers, in-class exercises, case studies, webinars, podcasts. Site visit to a technology company.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |