Module description
What is the module about?
In the digital era, marketing has shifted, requiring a comprehensive understanding of strategies and consumer behaviours. This Digital Marketing module will equip students with critical evaluation skills to assess, design and execute digital marketing strategies. Students will investigate various theories that serve as the foundation for analysing digital marketing efficacy and the intricacies of buyer behaviour. This critical evaluation will reinforce theoretical knowledge and enhance practical and creative decision-making skills in digital marketing campaigns.
The curriculum is also committed to unveiling the opportunities and capabilities that digital technologies offer marketers today. This understanding is vital for harnessing the potential of digital tools to craft innovative marketing strategies.A balanced perspective is dominant; hence, students will critically discuss the pros and cons of various digital marketing possibilities. This module aspect encourages a selective approach to digital marketing choices, fostering the ability to strategise effectively while considering potential drawbacks.
An emphasis on developing employability skills is central to this module. Students will have the opportunity to cultivate real-world competencies through collaborative work. This dynamic learning environment is conducive to improving the interpersonal and professional skills essential for the modern workplace. The module is distinctive in its approach to practical learning, as students will gain hands-on digital marketing experience by working directly with real clients. By resolving actual case scenarios and confronting real problems, students will emerge from this module not just as scholars but as experienced practitioners ready to make a mark in the digital marketing domain.
Who should take this module?
The Digital Marketing module is a module that stands as an essential stepping stone for students who have foundational knowledge in 'Consumer Behaviour' at Level 5. This curriculum is specifically tailored for those who are passionate about meaningful connections with clients, particularly those dedicated to sustainability. It is a perfect fit for students who are eager to apply their creativity in constructing and executing digital marketing campaigns within a real-world context.
Ideal candidates for this module are determined to delve deeply into the relationship between the creative elements of marketing strategy, such as narrative construction and the development of promotional media, and the overarching processes of marketing planning and management. This module offers an educational vessel, using of case studies, scenarios, and challenges, to translate theoretical concepts of digital marketing into practical, hands-on learning. This pedagogical approach encourages active engagement and authentic assessment, thereby resonating with students who aspire to make an impactful difference and explore the breadth of their creative capabilities.
Digital Marketing module is designed for those who are not only looking to enhance their theoretical insight but are also keen to develop practical marketing skills through direct client engagement. It is a module for the imaginative, the strategic thinker, and the environmentally
Provisional Lecture Outline
Digital Marketing Introduction
Holistic Integration of Sustainability in Digital Marketing
Digital Marketing Tools and Channels
Digital Marketing Strategy and Planning, SEO
Navigating Digital Expansion for Brands
PPC, UX, Social Media
Digital Marketing Metrics and Analytics
Integrating, Improving and Transforming Digital Marketing
Assessment details
100% Coursework
Teaching pattern
Weekly Lectures
Weekly Tutorials
Suggested reading list
Dahl, Stephan (2021). Social Media Marketing: Theories and Applications. Sage: London