WM9A3-15 Digital Marketing Campaigns
Introductory description
Running successful digital marketing campaigns require a full range of techniques and technologies to be successful, particularly when run from an external company (e.g. marketing agencies or consultancies). This module address the planning and creation of digital marketing campaigns from initial client briefs through to detailed campaign plans.
Module aims
The module emulates a full campaign lifecycle for digital marketing projects. The curricula culminates in a keystone project that enables participants to practically apply the knowledge acquired in the module in a real-world simulation of a digital marketing campaign. This will cover the full lifecycle of a campaign from the perspective of a digital marketing agency, incorporating client requirements, strategic development, campaign implementation, and measurement and optimisation.
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.
- Digital Marketing Campaigns
- Designing a digital marketing campaign
- Project planning
- Risk Mitigation
- Timelines and milestones
- Customer requirements
- Marketing agencies and consultancy
- Requirements elicitation
- User story mapping
- Designing a digital marketing campaign
- Digital Marketing Communication Theory
- Message and Media
- Digital Marketing Channels
- Metrics and KPIs
- A practical simulation of the above topics.
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate a comprehensive understanding of digital marketing campaign concepts
- Interpret and evaluate complex organisational requirements
- Critically analyse advanced digital marketing solutions and evaluate their suitability to specific use cases
- Demonstrate a sound conceptual understanding of the forefront of consultancy practice and their application in real-world scenarios
International
Topics are of high international demand
Subject specific skills
Digital marketing campaigns, project management and planning, consultancy practice, marketing agency practice, requirements
Transferable skills
Consultancy skills, project management, communication skills, teamwork, negotiation skills, persuasion skills, communication of visual data,
Study time
| Type | Required |
|---|---|
| Lectures | 15 sessions of 1 hour (10%) |
| Seminars | 15 sessions of 1 hour (10%) |
| Online learning (independent) | 60 sessions of 1 hour (40%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
No private study requirements defined for this module.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A3
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Digital Marketing Campaign Presentation | 50% | 30 hours | No |
|
Presentation of a campaign plan based on a specific brief |
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| DMC Critical Review | 50% | 30 hours | Yes (extension) |
|
Critical review of current literature RE Digital Marketing Campaigns, Digital Communications and Advertising. |
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Assessment group R3
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| DMC Critical Review | 50% | Yes (extension) | |
|
Critical review of current literature RE Digital Marketing Campaigns, Digital Communications and Advertising, for alternative topic/ company |
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| Digital Marketing Campaign Report | 50% | Yes (extension) | |
|
Report of a campaign plan based on a specific brief (different to original) |
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Feedback on assessment
Verbal feedback for in-module element. Written feedback and annotated scripts for post-module element
There is currently no information about the courses for which this module is core or optional.