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

Learning outcomes

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

• Utilise sufficient segmentation techniques and customer analysis methods to synthesize a valuable targeted customer base for the organisation and their Digital Marketing Strategy.
• Critically evaluate an organisations current Digital Marketing Strategy
• Synthesize a comprehensive and justified Digital Marketing Strategy, 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 the Digital Marketing Strategy.

Subject specific skills

Digital Literacy (Data Skills, Information Evaluation, Social Media Content Creation and Management, SEO, Data Visualisation)
Critical thinking (Identifying, interpreting, contextualising, synthesising).
Organisational Awareness (Organisational Research, Achieving Organisational Goals, Networking, Commercial Awareness, External Stakeholder Awareness)
Self-Awareness (Learning Adaptability)
Professionalism (Responsive to Change, Operating Autonomously, Project Management, Attention to Detail, Creative Thinking)

Transferable skills

Communication (creating discourse, adapting output to audience, creative writing, nonverbal communication skills).
Information Literacy (Understanding information outside of academia, valuing and using information need, Searching for Information, Selecting Information)
Problem Solving (Problem Design, Creative Problem Solving, Logical Processing/ Reasoning, Learning from Failure)
Sustainability (Resilience, Future Thinking, Contextualising, Analysing)