Course overview
To develop students understanding of digital marketing, the course delves into marketing activities across the Internet and advanced platforms, contrasting them with traditional methods. It covers developing digital marketing strategies, encompassing web technologies, mobile, and online advertising, with reference to social media and influencer marketing. Additionally, it explores the execution and evaluation of strategies, leveraging technologies like digital analytics and AI. Legal frameworks are also discussed, emphasising privacy, data management, and cybersecurity, ensuring students are well-versed in navigating the complexities of the digital landscape.
- Course introduction, digital marketing key terms, trends and job market
- Digital marketing strategy and planning, incl. attribution marketing
- Websites and Search Engine Optimization (SEO)
- Online advertising, incl. Search Engine Marketing and programmatic advertising
- Content marketing PART 1 - Social media and influencers marketing
- Content marketing PART 2 - Content hubs, infographics, emails, blogs
- Mobile apps and mobile marketing
- The marketing 'tech-stack' (incl. analytics, automation, AI, big data)
- Legal frameworks, consumer privacy and cyber-security
- New trends and course summary
Course learning outcomes
- Apply a range of digital marketing tools and strategies to improve business performance.
- Compare and contrast marketing and consumer behaviour in traditional (offline) versus digital contexts.
- Recommend and justify tools to formulate an appropriate digital media strategy.
- Analyse social and ethical issues in globalised electronic markets.
- Critically examine emerging trends in digital marketing.