For certain digital marketing has revolutionised the manner in which all businesses, domestic or global, operate and market their business activities. Digital marketing is now the fast moving and exciting element of an organisation’s marketing strategy and is the focus for customer- centric communications in an increasing multi-channel environment.
This module offers an introduction into the world of digital marketing, how it has evolved and where the thought leaders in the industry believe it is headed. Students will be introduced to key concepts and theory that underpin contemporary digital marketing in today’s world. Through seminars and workshops students will gain practical digital marketing skills, which includes producing user generated content, creating online communities and viral campaigns that shift the focus of power from the firm to the consumer and introduces the key concepts of social publishing.
Learning Outcomes
By the end of the module students should be able to:
To critically evaluate the fundamental planning concepts and theories of digital marketing campaigns.
To explore the range of digital marketing channels available to organisations in order to undertake digital marketing planning.
To analyse consumer motivations in terms of user generated content and the associated impact of this on a firm's marketing communications.
Demonstrate effective oral and written communications.
Assessment: Individual 2,000 words assignment (70%) 8-minute team presentation to a live client (30%)
Reassessment: Reassessment by failed component Individual 2,000 words assignment (70%) Individual reflective essay on the group presentation 1000 words (30%)
