Digital Marketing Applications

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• Current and emerging technologies which support digital marketing.
• The role that technologies have in capturing, processing and using data to drive marketing decisions and activities.
• The ethical issues associated with machine-based interactions based on data capture and use.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Identify innovations in marketing practice.
• Adapt to changing marketing environment and conditions.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Critically assess marketing technologies to support specific marketing objectives.
• Provide critical accounts of specific examples of marketing practice.
• Identify and use theory to support analysis of aspects for contemporary marketing.

The following is the indicative content for the module.

• Changing digital marketing environment and its applications
• From delivering digital customer experience (CX) to user experience (UX)
• Planning websites, app design & redesigning projects, prototyping, defining site and app requirements, designing user experience, managing and testing the content
• Digital display advertising, pay per click
• Search engine marketing
• Social media marketing
• Email marketing
• Creating integrated marketing plan

Teaching and learning methods

The module team will deliver this module through a blend of different T&L methods, including:

• Lectures
• Workshops
• Guest lectures

Resources & Reading list

General Resources

Mixed. There is no key textbook for this module although a variety of academic and business focused resources will be used to support the module. These will include: Journal of Marketing, Journal of Interactive Marketing Marketing Theory, Journal of Business Ethics, WARC, Technology in Society, Marketing Week, Advertising Age, Forbes, Fast Company

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External