Module description
What is the module about?
The main objectives of the module include:
- Understanding how marketing strategies, tactics and analytics tie together to create a digital marketing campaign
- Learning how a market position is selected and bolstered by the appropriate marketing tools to achieve success
- Critically considering the advantages and disadvantages of different digital marketing choices
- Applying a range of tools to create realistic and viable marketing campaigns
Who should do this module?
Whether one should choose this module depends on the skills they want to gain. At the end of the module, participants will have:
- Gained a practically relevant arsenal of digital marketing tools
- Developed the skills necessary to use these different in building an integrated digital marketing campaign
- Acquired the business language necessary to clearly communicate with key marketing stakeholders, such as marketing managers, advertisers and marketing researchers.
Assessment details
75% coursework (2500 words)
25% coursework (1500 words)
Teaching pattern
1 x 2-hour weekly lecture
1 x 1-hour bi-weekly tutorial
Suggested reading list
Dahl, Stephan (2018). Social Media Marketing: Theories and Applications. Sage: London