In today's digital age, information is power, and for marketers, data is the key to unlocking endless opportunities. You'll explore digital marketing from both the perspectives of marketing and technology so you can harness the power of data to drive successful marketing campaigns. Through interactive workshops and collaborative group discussions, you'll develop the practical skills needed to conduct effective digital marketing research, transform raw data into actionable intelligence, and use this knowledge to drive marketing strategies that deliver measurable results. This means that when launching your career, you will have a key advantage in navigating the digital marketing landscape and securing a role where you can thrive.
Private Study: 126
Contact Hours: 24
Total: 150
Main assessment methods:
Individual report, 3000 words (70%)
Group video presentation, 10 minutes (30%)
Reassessment methods:
100% coursework
See the library reading list for this module (Canterbury)
See the library reading list for this module (Medway)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic and comprehensive knowledge and understanding of core concepts and analytical frameworks in digital marketing research and digital marketing intelligence.
- Critically apply relevant knowledge, skills and creativity in modelling and analysing business and management problem using qualitative and quantitative digital data.
- Evaluate arguments or propositions and make judgments that can guide the application of appropriate analytical approaches to complex business/management problems in a digital context.
- Appreciate the ethical issues associated with the digital marketing research process.
- Critically apply IT to solve complex business and management problems.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Critically evaluate arguments, assumptions and data, and to frame appropriate questions and pitch solutions.
- Enhance their bibliographic and computing skills, by using the library and electronic sources in the course of their reading, and individual project.
- Effectively communicate information, arguments and analysis in a variety of forms.
- Work effectively as part of a group, and use self-direction, initiative and planning in the context of independent learning and the management of assignments.
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