Digital and Social Media Marketing

• Credit value: 15 credits at Level 7
• Convenor: Olivier Sibai
• Tutor: Declan Scully
• Prerequisite: Principles of Marketing
• Assessment: coursework of 3500 words (100%)

The raison d'être of marketing is to create value to the consumer, thereby creating satisfaction and loyalty. This fundamental principle applies whether you are marketing online or offline. Marketing on digital channels, however, presents a new array of opportunities and challenges for international marketers who need to understand new concepts, tools and business models.

The aim of this module is to introduce a digital dimension to your prior knowledge of marketing principles. The module examines digital, mobile and social media technologies and their implications for inter alia, international marketing strategy, research and tactics.

By the end of this module, you will be able to:

• analyse e-marketing strategies and tactics within an international e-business perspective
• appreciate the range of digital/mobile/social media marketing tools as well as their advantages and disadvantages
• demonstrate an awareness of the digital impact on each element of the marketing mix in an international context
• explain the opportunities and challenges of the internet as a global market research tool
• discuss the importance of using e-technologies to build and nurture customer relationships
• recognise the uses of online communities, social networks and user-generated content for international marketing
• demonstrate an understanding of the variety of metrics available to evaluate (international) digital marketing programmes
• apply the concepts, tools and frameworks learnt to solve e-business problems.