As businesses embrace digital marketing as a tool to reach key audiences and deliver results, they need experts in strategy and planning to give their campaigns an edge and ensure they are successful. Through collaborative projects and hands-on workshops you'll become the kind of expert businesses are looking for. You’ll gain the skills, knowledge and confidence needed to develop, deliver and refine digital marketing strategies to drive results and enhance brand visibility in a competitive landscape. Being a leader in digital marketing gives you the edge that makes employers sit up and take notice, not only ensuring you’ll jump into a successful and exciting career, but you’ll be a driving force in the field.
24 hours lectures and seminars
Group written report (3000 words) (40%)
Individual written report (3000 words) (60%)
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital marketing: Strategy, implementation and practice. 6th ed. Harlow: Pearson. ISBN-10: 1292077611
Chaffey, D. and Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. 5th ed. New York: Routledge. ISBN-10: 1138191701
See the library reading list for this module (Canterbury)
See the library reading list for this module (Medway)
Demonstrate a systematic understanding of the macro- and micro- digital marketing environments, and propose sustainable performance plans in the digital marketplace; Critically evaluate digital marketing propositions and strategies from both theoretical and practical perspectives; Critically evaluate and apply effective digital marketing campaign strategies to different business scenarios, reflecting on strategic marketing implementation issues;Demonstrate a critical awareness of corporate social responsibility and business ethics when developing digital marketing strategies in different contexts.
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