| CODE | MRK4802 | ||||||
| TITLE | Digital Marketing Implementation and Practice | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 6 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | The study-unit provides guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as Google, Microsoft, Amazon, eBay, Facebook and Twitter to help students understand digital marketing in the real world. Study-unit Aims: In addition to exposing students to this developing and growing field in e-Marketing, the study-unit will seek to provide students with a better understanding of the changing realities that e-Marketing practitioners will continue to face. The study-unit will help students to be in position to understand the important marketing parameters in this field; recognise areas which are developing and enable them to apply better e-marketing tools to the practical context. Learning Outcomes: 1. Knowledge & Understanding: The topics covered are: - Delivering the online customer experience; - Campaign planning for digital media; - Marketing communications using digital media channels; - Evaluation and improvement of digital channel performance; - Business-to-consumer digital marketing practice; - Business-to-business digital marketing practice. 2. Skills: The student will learn best practice frameworks for developing a digital marketing strategy, success factors for key digital marketing techniques including search marketing conversion optimisation and e-communications using social media. Main Text/s and any supplementary readings: - Chaffey D. Ellis-Chadwick F. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th Edition, Pearson. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Franco Curmi Tanya Sammut Bonnici |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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