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 extensive grounding in enabling technologies and tools and how they link with a digital marketing strategy.
The module aims to reflect what is happening in the world of digital marketing today and provide the learner with the most current knowledge and skills. 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.
The module challenges the learner to critically evaluate alternative business and revenue models. It explores how digital marketing can create customer value. Brand strategy options and traffic building for customer acquisition, conversion and retention are examined. Web analytics and customer life cycle analytics are explored.
he Digital Eco System
Digital Marketing Plan
Customer acquisition, conversion & retention
Online Marketing Mix
Mobile
Social Media Strategy
Online brand strategy
Search Marketing & Strategy
Performance Management Strategy
Customer Life Cycle Analytics
Strategic Partner Analysis/ Affiliate Marketing/ Performance-based Marketing
Digital Marketing Budget
Learning methodology will encourage learner participation through discussion and debate of leading edge international digital strategies. The context of digital marketing strategy will be delivered, face to face, in the first few weeks by an academic and a selection of key industry experts. The technical aspects of the module will be delivered through workshops. Lectures will be recorded using Echo 360 technology and made available to the learner on the VLE.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |