Introductory description

In today’s economy, digital marketing is no longer an “add-on” to traditional approaches, with over 72% of advertising spend in the UK now committed to digital marketing channels. According to Brauer's (2020) findings, 80% of UK leaders believe investment in digital skills will be important to the country’s economic recovery following COVID-19, while 78% also view a large pool of digital talent as essential to driving UK competitiveness.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

1. Digital Marketing Fundamentals
   a. What is Digital Marketing?
   b. Case Studies
   c. Market, Competitor and Customer Analysis

2. Strategic Management of Digital Marketing
   a. Models of Strategic Management for Digital Marketing
   b. Campaign Management
   c. Objectives, Targets and Key Performance Indicators

3. Digital Marketing Channels
   a. Email Marketing
   b. Content Marketing
   c. Search Engine Marketing
   d. Social Media Marketing
   e. Programmatic Advertising

4. Digital Campaign Execution
   a. Digital for Large Brands
   b. Digital Analytics
   c. Campaign Management and Optimisation
   d. Campaign Management Simulation

A more detailed explanation of these topics is below.
An overview of Digital Marketing and the foundations of Digital Marketing campaigns. Competitor, market and customer analysis models using practical tools and both commercial and open data sources.

The key principles of Digital Marketing strategy, including the latest models and planning tools. The fundamentals and best practices in campaign creation, management and optimisation. Setting SMART objectives, targets and key performance indicators (KPIs). The development of these ideas into a written Digital Marketing proposal.

The next section, representing the majority of the seminar-component of the module, introduces a wide range of digital marketing channels, incorporating best practices and management strategies. This includes, but is not limited to: email, content marketing, search engine marketing (search engine optimisation and pay-per-click advertising), social media marketing (branding, content creation/curation and advertising), and programmatic advertising.

The final aspect of the module concerns the execution of Digital Marketing campaigns. This includes branding issues (particularly in enterprise-class organisations), digital analytics, and campaign management and optimisation.

A project that will bring these aspects together in a new campaign proposal for a given case study (client).

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive understanding of the principal models and key theoretical frameworks associated with digital marketing strategy, and their application in real-world scenarios.
• Critically evaluate digital marketing opportunities and create appropriate strategies to maximise them
• Apply advanced segmentation techniques and customer analysis methods in a variety of contexts and industry settings.
• Develop a comprehensive and justified marketing proposal, encompassing current best practices and in consideration of all relevant operational risks.
• Critically evaluate data outputs from digital marketing tools, and integrate these insights into ongoing marketing campaigns.

Subject specific skills

Research subject technology related topics, competence and experience working with commercial and enterprise standard Digital Marketing solutions

Transferable skills

Presentation skills (verbal and visual), research (academic and professional), data and metrics interpreting, critical thinking