Digital marketing is a rapidly changing dynamic environment. How can brands use digital marketing applications to acquire and retain customers? You'll study exciting topics such as affiliate marketing, influencers, search, programmatic advertising and the use of apps. The module's focus is on how digital marketing applications can be used to acquire and retain customers in an increasingly competitive world. Learn how digital marketing applications can be used to create integrated campaigns to target and then retain profitable customers.
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Computer Exercise (20%)
Individual Report – 800-1200 words (20%)
Exam, 2 hours (60%)
Reassessment method:
100% Exam
Gay, R., Charlesworth, A. and Esen, R. (2007) Online Marketing: A Customer Led Approach, Oxford: Oxford University Press.
Chaffey, D., Mayer, D., Johnston, K and Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice 5th Edition, London: Financial Times Prentice Hall.
Ryan, D., and Jones, C. (2012) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation 2nd Edition, London: Kogan Page
Stephen, A.T. and Toubia O. (2010) 'Deriving Value from Social Commerce Networks', Journal of Marketing Research, 47 (April), pp. 215–28.
Laffey, D. (2007) 'Paid search: the innovation that changed the Web', Business Horizons, 50 (3), 211-218.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate both knowledge and understanding of the regulatory and societal challenges faced in the digital marketing arena
- demonstrate a critical appreciation of the range of tools that support digital marketing and how they can be integrated
- demonstrate a critical awareness of the key issues in customer acquisition & loyalty in digital marketing
- critically assess the unique characteristics of digital products and how they are marketed
- demonstrate understanding of the implementation issues involved in digital marketing and the uncertainty involved
- critically appraise the role of social media marketing and its limitations.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- plan, work and study independently using relevant resources
- organise and present analysis as a considered viewpoint
- find, select, organise and synthesise complex information
- contribute effectively to organisational decision-making
- prepare for a career involving digital marketing
- work in interdisciplinary areas
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