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Digital Marketing


Module description

The raison d'être of marketing is to create value to the consumer, thereby creating satisfaction and loyalty. This fundamental principle applies to both traditional and digital marketing. However, digitalisation presents a new array of opportunities and challenges for marketing communications. Social media in particular have revolutionised how consumers interact with each other and with firms.

In this module we introduce you to new concepts and tools to add to your prior knowledge of marketing, giving you the means to develop a digital marketing strategy and tactics.

Indicative syllabus

  • Introduction to digital marketing  
  • Experiential marketing
  • Engagement marketing 
  • Word-of-mouth and viral marketing 
  • Community marketing
  • The digital marketing mix 
  • Search marketing and online advertising
  • Email and mobile
  • Evaluation and metrics 

Learning objectives

By the end of this module, you will:

  • have developed an informed opinion about the main practical and theoretical issues in digital and social media marketing today
  • be able to critically assess the usefulness of the main digital and social media marketing concepts and theories
  • be able to critically apply your knowledge to address real-life digital and social media marketing issues.