In this era of rapid technological advancement, how can marketers effectively use digital media and technology? You'll master the fundamentals of digital marketing and acquire the strategic skills needed to excel in this fast moving landscape. You’ll closely analyse success stories of marketers who adapt to new trends, including AI-driven approaches. You’ll be able to execute results-driven, end to end marketing campaigns with full knowledge of all available digital marketing modes to identify, anticipate and satisfy customer needs.
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Individual Report (2500- 3000 words) (60%)
Group presentation (20%)
VLE test (20%)
Reassessment methods:
100% coursework
Chaffey, D and Ellis-Chadwick, F. (2019) Digital Marketing: Strategy, Implementation and Practice 7th Edition, Pearson
Davenport, T.H. and Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review, 96 (1), 108-116.
Campbell, C. and Farrell, J.R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63 (4), 469-479
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge and understanding of the digital marketing environment and its evolution.
- Evaluate the impact of digital technology on marketing activities
- Evaluate the effect of digital technology on customers
- Assess the range and use of key digital marketing tools
- Demonstrate knowledge and understanding of how basic digital marketing content is created.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge of the underlying concepts and principles associated with digital marketing
- Link theoretical perspectives to practical situations
- Analyse and interpret information.
- Effectively communicate the results of their study/work accurately and reliably, and with structured and coherent arguments
- Exercise personal responsibility when working independently and/or with others
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