Digital marketing techniques have become a dominant force in marketing and marketing communications for the modern business. In 2015, UK digital adspend grew 16.4% to over £8.6bn with the average home now owning 8.3 internet devices. Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn – or 30.5% of all digital advertising (IAB, 2016).
This module will look at how organizations are approaching the shift to digital and omnichannel marketing, working across multiple media channels and utilizing new engagement methods.
This is a practical and applied module with hands-on and experiential exercises and activities each week. Students have the opportunity to learn about the current digital marketing methods, techniques and strategies underpinned by the latest research and best-practice case studies.
The module will equip students with the skills and knowledge to understand how the media landscape, marketing engagement methods and tools are changing - and explore what may be the future of digital marketing!
By the end of the course students will be able to:
Discuss the shift to omnichannel marketing and new engagement methods
Understand the range of digital marketing tools and techniques currently available
Discuss key stages in online campaign development using relevant marketing models
Analyse the way in which the Internet has changed the marketing mix elements and how organisations employ them creatively in the digital environment
Apply relevant tools and concepts to develop, measure and monitor digital marketing activities
Topics that will be covered include:
- Current trends, challenges and opportunities
- Usability, UX and customer journey planning
- Current approaches to advertising, brand development and customer equity acquisition
- Different digital and omnichannel marketing tools and techniques
- Campaign development and media selection
- Evaluation of effectiveness through web analytics and metrics
Individual assessment 40%, individual assessment 60%
Current students should refer to Moodle for specific details of the current year’s assessment.