This module is designed to facilitate student’s knowledge of the steps involved in designing and delivering effective digital marketing campaigns. It provides practical direction and theoretical understanding in the development, implementation and post evaluation of marketing campaigns delivered in an omni-channel environment. The objective is to give the learner the skills to be competent in managing digital campaigns that are well targeted, delivered on schedule and within budget, with the relevant metrics indicative of targets being achieved. The module is designed to help students improve their awareness of evolving and emerging digital marketing options, evaluate tools and their relevance to achieving marketing objectives, and create compelling campaigns that take advantage of the power of omni-channel technologies & platforms. In addition, the module seeks to endorse marketing decisions that reinforce and align with the Triple Bottom Line (people, planet & profit). Students will deepen their awareness and understanding of the sustainable development goals (SDG’s) and general sustainability literacy.
While much of the module’s focus is on knowledge acquisition, attention is given to enhancing and developing professional and personal skills and competencies related to strategic planning, practical campaign development, and performance assessment. Students who actively engage in the learning process will successfully acquire the knowledge and skills to complete the module, and will be well positioned to enter professions requiring digital marketing and campaign planning skills.
Introduction to the planning process and campaign management
Auditing the digital marketplace
Setting measurable goals and objectives for digital campaigns
Segmentation, targeting and brand positioning strategies
Value proposition & persona development
Content creation for creative & effective inbound marketing campaigns
Channel evaluation and selection (POE media)
Testing strategies
Sustainability and Marketing - SDG’s / CE practices
Campaign implementation, monitoring and evaluation
| A range of learning styles are supported through the use of in-class and hi-flex lectures, guest speakers from leading digital companies are an integral part of this module where you can experience first-hand the implementation of theory and practice via practical workshops, discussions of case studies, as well as group activities. Peer-directed learning is actively encouraged amongst students. 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. A number of workshops will be integrated into the programme whereby guest lecturers will be invited to demonstrate specific tools and practices inherent in the application of campaign planning. The aim of these workshops is that students will be given an opportunity to engage with and apply these tools and practices in a business environment. Outside class contact time, the students may access material or post contributions via their Brightspace VLE. |
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |