Digital Marketing

The module explores the intersection between digital marketing and the global business landscape. Students will gain a deep understanding of how to navigate the complexities of digital marketing in a global context. The module covers external and internal digital marketing analysis, enabling students to evaluate market dynamics, competitor strategies, and internal capabilities to align with firm positioning and ideal customer sets. Students will learn digital marketing planning techniques, including goal setting, audience segmentation, and resource allocation providing students with essential skills to gather insights for strategic decision-making. A customer-centric digital marketing strategy will be emphasized to enhance global customer engagement and firm success. 

This 15 credit module examines the key factors which influence the digital customer through consideration of key consumer behaviour theories and frameworks. It focuses on how digital customers browse, share, compare, and shop online through digital channels such as websites, mobile applications, social media platforms, and other digital touchpoints - from owning to renting! You will also examine cultural diversity, and ethical and environmental sustainability issues, and their implications for organisations with online presence and explore the various strategic decisions organisations must make to successfully engage with different market audiences. The module concludes by evaluating the use and impact of digital tools in digital marketing.

You will learn how to:

1. Critically analyse and apply the core concepts and theories about decision-making, behaviour, and sustainable consumption, from both an individual and organisational perspectives.

2. Evaluate customers’ online behaviours and characteristics.

3. Critically examine the key factors that influence the digital consumer, including social networks and virtual communities.

4. Critically assess how purchase and consumption decisions are made and the influential factors that affect decision-making process and subsequent behaviours.

5. Analyse how the knowledge of consumer behaviour advances seeking employment after graduation.

This module explores the importance of user and customer experience in digital marketing. Students will gain a comprehensive understanding of the principles, strategies, and techniques involved in creating exceptional user experiences and building customer loyalty online. Through a combination of theoretical knowledge and practical applications, students will develop the skills necessary to design and optimise user-centric digital marketing campaigns. 

This module equips students with the essential professional skills required for effective client and digital marketing campaign management. It provides practical development and application of key employability skills such as professionalism, time management, and teamwork in the digital marketing context. 

This module aims to unlock the power of content and captivate to help students target consumer audiences. This module focuses on content creation marketing, where we explore the considerations required to develop a winning content strategy and equip students with the core technical skills needed to create and publish engaging content. Content is key to launching successful marketing campaigns and this module will look at existing social media platforms and what it takes to engage audiences. Whether an aspiring marketer, creative professional or entrepreneur, this module will empower students to harness the full potential of content marketing in the context of marketing and advertising. 

This unit explores the fundamentals of web analytics and its application in data-driven marketing strategies. Students will develop a comprehensive understanding of how to collect, analyse, and interpret data to drive marketing decision-making and optimise digital marketing campaigns. Through theoretical learning and practical exercises, students will gain the necessary skills to effectively leverage web analytics tools to improve marketing performance and achieve business objectives. 

This module is an intense and practically focused delivery, preparing you to be able to develop online marketing strategies and utilise social media, as part of a corporate communications strategy and in order to develop a personal professional brand. 

This is an applied module that focuses on practical research methodologies and techniques for preparing you to conduct research within the workplace, in order to prepare you for your final elective module and future workplace research. 

A full time placement of up to 12 months in a project management related role within a workplace (subject to availability and visa compliance). 

An experiential opportunity where you will work with clients to solve live business problems.   

An experiential learning opportunity where you will conduct market and business environment research to identify a business idea or venture and develop a business plan.  

A 3-month experiential opportunity within an organisation, focusing on real-world project management issues.  

You will select a particular topic you are interested in for further in-depth study.