Advanced Digital Marketing

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• identify and utilise sources of digital marketing insight to define and solve business problems.
• critically evaluate how the Internet can be used to improve customer relationship management, offer new channels to market, personalise products and generate new business;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• take decisions weighing different forms of evidence;
• ask insightful questions in order to fully frame the challenge at hand.
• demonstrate effective oral communications by delivering a formal business presentation;
• critically analyse and evaluate business problems;

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the scale and scope of the strategic marketing opportunities presented by Internet developments;
• the implications of encouraging customer collaboration and product endorsement at the expense of control of the marketing message.

• Online consumer behaviour and segmentation
• Strategy development that drives clear propositions and supports CX (customer experience) across each customer journey touchpoint
• Setting SMART digital marketing goals with a corresponding set of metrics and KPIs
• Digital transformation – understanding the antecedents, challenges and outcomes
• Case studies of digital marketing best practice across different sectors
• Developing a content marketing plan to drive effective inbound marketing
• Making the case for digital marketing investment within an organisation/company

24 hours of lectures and 10 hours of seminars.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

• Assessment Type: Formative
• Feedback: Formative feedback will be provided in lectures, seminars, office hours, and via email when questions are asked of the module leader.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.