Introductory description

Digital marketing represents a critical practice in establishing and managing eBusinesses, and increasingly represents a major driver of customer and sales revenues in a wide range of organisations. Accordingly, there is substantial demand for digital marketing skills in industry and the jobs market at large.

This module will introduce participants to the principal software and techniques used in digital marketing, help prepare participants for roles in this area, and enable them to plan and manage digital marketing campaigns.

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.

Digital Marketing Planning
-Creating a digital marketing plan
-Targets and key metrics
-Multichannel marketing
Digital marketing channels

• Search engine marketing
  -Email marketing
  -Social media marketing
• Affiliate marketing
  Digital marketing software and techniques
• Competitor analysis software
  -Digital marketing software
• Marketing optimisation
  -Integrated marketing communications and branding

Learning outcomes

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

• To develop a comprehensive understanding of the fundamentals of digital marketing planning and current concepts in multi-channel marketing.
• To critically evaluate the key software and techniques used to conceptualise market opportunities, provide creative marketing solutions and achieve measurable success.
• To synthesise and justify recommendations for the application of multiple channels to meet marketing campaign objectives.
• To clearly communicate and explain potentially complex models and ideas, as well as technical elements of digital marketing campaigns, to a wider business audience.

Indicative reading list

Chaffey D (2013). E-business and E-commerce Management. FT Prentice Hall.
Chaffey D and Smith PR (2013). eMarketing Excellence: Planning and Optimizing your Digital Marketing.
Routledge.
Seda C (2004). Search Engine Advertising: Buying your Way to the Top to Increase Sales. New Riders
Schultz DE and Schultz HF (2004). IMC, the Next Generation: Five Steps for Delivering Value and
Measuring Financial Returns. McGraw-Hill.
Kerpen D, Rosenbluth M, Riedinger M and Kerpen C (2015). Likeable Social Media: How to Delight Your
Customers. McGraw-Hill.

Subject specific skills

Research subject technology related topics, competence and experience working with commercial and enterprise standard Digital Marketing solutions

Transferable skills

Presentation skills, research, teamwork, data and metrics interpreting, critical thinking