|TITLE||Digital Marketing: Fundamentals and Strategy Development|
|LEVEL||02 - Years 2, 3 in Modular Undergraduate Course|
|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. The subjects discussed during the study-unit include:
1. Overview of digital marketing
2. Online marketplace analysis and the micro-environment
3. The Internet macro-environment
4. Digital marketing strategy
5. The Internet and the marketing mix
6. Relationship marketing using digital platforms
7. Web analytics
The study-unit aims to provide students with an overview of the changing realities that e-Marketing practitioners continue to face. The study-unit also demonstrates the fundamental marketing parameters and describes the digital trends that are developing in the business-to-consumer and business-to-business markets.
1. Knowledge & Understanding:
By the end of the study-unit, the student will be able to describe the internal and external environments affecting digital marketing and analyse implications for the marketing mix.
By the end of the study-unit, the student will be able to apply best practice frameworks for developing a digital marketing strategy, taking into consideration the key digital marketing techniques.
Main Text/s and any supplementary readings:
Chaffey D., Ellis-Chadwick F. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th Edition, Pearson.
Kaufman, I., Horton, C., (2014) Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students, Routledge.
|STUDY-UNIT TYPE||Lecture, Seminar and Workshop|
|METHOD OF ASSESSMENT||
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Units not attracting a sufficient number of registrations may be withdrawn without notice.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 study-unit description above applies to the academic year 2019/0, if study-unit is available during this academic year, and may be subject to change in subsequent years.