As online sales continue to grow, it is vital for businesses to understand the digital economy and how to successfully operate online. You’ll learn how digital businesses integrate online and offline assets in a multi -channel approach and how tto utilise digital marketing applications and data to create effective marketing campaigns. By gaining the knowledge to develop digital marketing strategies that use a variety of tools to target, acquire and retain customers you will develop key employability skills and be able to create competitive advantage for firms in the digital business world.
Lecture 16, Seminar 16
Individual Report (2000 words) worth 40%.
Invigilated Examination (2 hours) worth 60%.
Reassessment Method: 100% Examination – 2 hours
On successfully completing the module, students will be able to:
Evaluate the threats, security and otherwise, faced by digital businesses.
Assess how the Internet and other platforms support digital business models.
Evaluate how underlying business and marketing concepts can enable an understanding of the relationship between digital business and the wider organisation.
Examine the key issues in the development and implementation of digital marketing strategy and models.
Analyse the importance, and limitations, of data driven digital marketing tools such as search engine optimisation, social media, and content marketing to acquire and retain customers.
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