BUSI47I15: DIGITAL MARKETING STRATEGIES (TAUGHT)

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• To explore the relevance of digital marketing and social media to an organisation and its markets
• To understand the potential of digital technologies and social media in the achievement of strategic marketing objectives
• To develop the knowledge and skills needed to design, implement and evaluate a digital marketing campaign

• The digital marketing landscape development, nature and scope
• Understanding the digital customer
• Data capture, consumer profiling and customised marketing communications
• Integrated digital campaigns planning and execution
• Website marketing design, planning, implementation, usability, usage, etc.
• Social media, online advertising and PR, email marketing, affiliate marketing, etc.
• Search engine marketing
• Mobile communications, location-based services and mobile marketing tactics
• Affiliate marketing programmes technologies, channels, remuneration models, etc.
• Digital marketing programmes optimisation, control and evaluation
• Codes of practice, regulatory issues and digital marketing ethics
• Digital marketing futures

Subject-specific Knowledge:

• On completion of the module students should have:
• a critical understanding of the development of digital marketing, its associated business models and technologies, and the trends shaping its future
• advanced knowledge of challenges and critical success factors involved in managing digital components of integrated marketing campaigns and continuous digital communications
• a critical appreciation of campaign strategy, creative approaches, and performance optimisation and evaluation methodologies

Subject-specific Skills:

• By the end of the module, students should:
• be able to evaluate an organisation's current marketing capabilities including demand for, and barriers to, the use of digital marketing channels
• be able to collect quality customer data from internal and external sources, assess and extract relevant information, and devise targeted digital and mobile marketing communications
• be able to scope, plan, implement, manage and evaluate an effective and ethical digital marketing campaign

Key Skills:

• In addition, students will have had the opportunity to further develop the following key skills:
• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

• Learning outcomes will be met through a combination of taught input, groupwork, case studies and discussion, supported by guided reading and specially-written self-study material.
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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