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Module Title
LH Digital Marketing
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 27763
Module Lead
Dr David Houghton
Level
Honours Level
Credits
10
Semester
Semester 1
Pre-requisites
Co-requisites
Restrictions
None
Exclusions
Description
This module enables final year marketing and communications students to critically analyse and assess the continuously evolving digital landscape. From this students will be able to develop and build upon the essential skills required by employers in order to identify, integrate and monitor effective digital tactics to deliver enhanced marketing activities within firms.
Learning Outcomes
By the end of the module students should be able to:
Analyse the opportunities and challenges presented through the integration of the marketing, digital, macro and micro environments to support and enhance multichannel marketing.
Critically analyse the impact and influence of digital technologies on marketing activities.
Identify and deploy key digital tools and platforms, and explain how they can be effectively coordinated to support marketing and enhance consumer experiences.
Critically appraise the relevance of- and design a digital strategy for- established and emerging digital platforms and channels in a marketing context.
Apply key digital measures (and performance monitoring) to critically analyse social, sentiment, search and site behaviour.