BUSI2361: Digital Marketing: Tools and Techniques

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• The module aims to:
• Develop and build the students understanding of the key digital marketing tools and techniques. Students will evaluate the application of these tools in a range of industries and provide recommendations for future enhancement. They will learn the importance of integrating online and offline media, and how to successfully use omnichannel and multi-channel marketing tools and techniques.
• Students will learn about social listening and will explore a range of analytics and metrics pertinent to the range of digital tools examined.

• The digital marketing environment- key theories and models
• Website function, design, UX
• Social media marketing, platforms, communities, theories and practice.
• Email marketing, models and personalisation
• Display /programmatic advertising
• Online PR, engagement SEO and SEM, principles, pillars and application
• Content marketing, theory and practice
• The consumer journey and the digital touchpoints, models for delivery.
• Omni channel and multi channel marketing
• Metrics and analytics for monitoring and evaluation

Subject-specific Knowledge:

• At the end of the module students should
• Have developed an understanding of how digital marketing tools can be used to gain maximum competitive advantage
• Have developed the theoretical knowledge require to evaluate the effectiveness of the tools in a variety of different contexts
• Have developed the conceptual knowledge needed to select appropriate tools for monitoring and evaluating performance in a range of different digital contexts
• Have developed an understanding of some of the contemporary debates and challenges related to digital marketing tools and techniques.

Subject-specific Skills:

• By the end of the module students should be able to:
• Audit and evaluate an organisations application of the digital marketing toolbox
• Provide recommendations on how an organisation can improve and develop the application of digital marketing tools to gain competitive advantage
• Select and evaluate appropriate metrics and analytics to monitor performance in the digital marketing environment.
• Analyse and interpret key digital metric data to gain meaningful insights
• Identify the challenges of applying a social listening strategy and provide recommendations of which tools should be used in a variety of contexts.
• Design and develop an academic infographic utilising visual digital design skills.

Key Skills:

• Effective written and oral communication skills
• Planning, organising and time management skills
• Problem solving and analytical skills
• The ability to use initiative
• Skills in the interpretation of data
• Computer literacy skills.

• This module is delivered via a series of workshops which provide a combination of key lecture material delivered alongside practical activities utilizing pertinent digital tools. Students will require access to laptops to undertake digital analysis, tracking and design. Small group tasks and activities will be used to inform learning.
• The purpose of the assessment is for students to showcase their understanding of the key models and theories pertinent to the digital marketing tools and techniques. Using this knowledge, they are required to provide recommendations on how an organisation of their choice can enhance performance through digital marketing to gain competitive advantage. The assessment format is the production of a digital output equivalent in workload to a written essay of 3500 words. The ability to create a digital output is a relevant skill for students wishing to enter the digital marketing field of employment, thus enhancing their employability skills.

Formative assessment on this module is undertaken within the workshops, providing students with continuous feedback throughout. In addition an assessment clinic will also provide one-to-one support for students looking to develop and enhance their infographic.

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