Want to know how Digital Marketing Communication can boost engagement and build meaningful relationships with consumers?
This quest begins with the exploration of the three vital elements of the MarCom mix – Tools, Media and Content. Learn how tools such as immersive web advertising, digital PR, email marketing and website effectiveness can influence communications globally. See how different media can be used holistically across various digital touchpoints to formulate an Integrated Marketing Communication campaign. Reflect on the pivotal role of Content Marketing and Brand Storytelling in brand development. Assess contemporary media and grasp the significance of consumer-generated advertising in shaping brand narratives.
Join in deciphering the intricacies of digital marketing communication and discover how it shapes the ever-evolving dynamics of engagement and brand relationships.
Lecture 16, Seminar 16
Group Presentation - Pitch (15 minutes) worth 20%.
Individual Business Report (3000 words) worth 80%.
Reassessment Method: 100% Written Assessment (Individual Business Report – 3,000 words)
On successful completion of this module, students will be able to:
Design a digital marketing communication plan by applying key concepts and frameworks.
Critically appraise the role of different digital media and digital marketing tools in the marketing communications process.
Evaluate how content marketing can be used as part of the communication mix.
Cultivate a discerning understanding of how brand management influences consumer communication.
Develop a comprehensive understanding of innovations within contemporary marketing communications.
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