Course Content
Digital Marketing Environment
Beginning with a general introduction to marketing ideas and the business environment, learners will encounter the digital marketing environment to allow them to understand the impact technology is having on both contemporary commerce and marketing. The objective of the module is to introduce students to the technology advances that are shaping the current trends in marketing and advertising, and to highlight possible future trends that will further impact on the marketing landscape in the near future. Learners will have the opportunity to evaluate a variety of business models as they relate to the digital marketing environment.
Digital Marketing Fundamentals
Learners encounter the main disciplines involved with marketing within that current commercial environment and can grasp their theoretical basis, allowing them to understand how these help to deliver value. Learners explore from a consumer's perspective the fundamentals of online marketing. While the evolution of the Internet has created a renaissance of marketing, new marketing fundamentals have flourished for marketers to seize present and future opportunities using digital technologies. Learners will assess the differences between Owned, Paid & Earned media to allow them to improve online marketing presence and understand how businesses can create and deliver value through the advent of ominchannel Marketing.
Digital Marketing Planning and Management
Learners understand how to develop and communicate a strategy to deliver that value within these environments using those fundamental concepts and theories they have learned within the previous modules. Learners understand that Planning elements including research, campaign scoping, deliverable, budgeting, tools, and KPIs are central to any digital campaign. Consumer engagement and insight into online behaviors become key to appreciation of the new landscape. Understanding the costs, rewards and risks associated with developing any interactive digital media campaign will also be outlined and explored within accepted strategic frameworks.
Media Technologies for Marketing
Learners then practically apply their previous learning using a set of commonly employed tools and technologies. The module gives learners an understanding of the role of various, platforms and tools, including social media as a key technologies for marketers. Learners have an opportunity to familiarize themselves with a variety of social media platforms and the various ways in which they may be leveraged by organisations to engage with key audiences. Students gain practical access to the various component parts and tools of a strategic digital Marketing campaign which allows them to further build upon their learning in the other three modules.