Digital Marketing is pervasive in the modern business, and the demand for knowledgeable and skilled marketing professionals has never been higher. From the rise of online advertising and the advent of social media, to the increasing importance of video, this constantly changing landscape presents marketers with both challenges and opportunities. The module is designed for students who want to develop a deeper understanding of the digital tools and techniques available to marketers today. You will examine the constantly changing nature of digital marketing, looking at the origins of the discipline in the context of early e-commerce and moving into the current day. Focusing on the leading edge of technology and practice, you will explore how digital marketing impacts on a whole range of other disciplines, such as “traditional” marketing, management, international business and business strategy.
A Critically assess business issues related to digital marketing. B Select and apply tools and techniques used in digital marketing for approaching a particular problem. C Critically evaluate a wide range of analysis techniques for the appropriate application D Demonstrate mastery in both the technical and analytical facets of digital marketing.
Based on the philosophy of Syntegrative Education, this module’s delivery pattern follows more intensive block teaching, and allows more meaningful contribution from industry partners. This delivery pattern provides space for students to concentrate on completing the problem-based and project-oriented assessments. This module will be delivered through a series of key lectures/seminars. In addition, students will be required to analyse a number of cases, determining what worked and why.