OverviewThis module introduces students to the fast-moving world of digital marketing technologies and their applications. It presents theoretical frameworks and models which are relevant to digital marketing practice. It examines the development of supporting technologies for digital marketing and explores digital channels and their suitability for inclusion for effective integrated online and off line marketing programmes and campaigns.
Topics to be covered are likely to include: Introduction to digital and social media marketing; Online marketplace analysis; Digital marketing strategy; The impact of digital media and technology on the marketing mix; Relationship marketing using digital platforms; Delivering the online customer experience; Campaign planning for digital media; Marketing communications using digital media platforms; Evaluation and improvement of digital channel performance; B2C and B2B digital marketing practice.
This module appears in:
25 hours lectures and seminars
Method of assessment
60% Examination/40% coursework
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice. 6th Edition. Pearson. ISBN-10: 1292077611
Demonstrate a systematic and comprehensive understanding of the emerging social paradigm fueled by the rise of digital technologies, along with the resultant opportunities, challenges and other implications for marketing practices; Critically evaluate and explain the implications of value generation through digital marketing and social media from both theoretical and practical perspectives; Critically reflect on the relationship between traditional and digital marketing practices; Demonstrate a critical awareness of the main innovations and research directions in digital technology and marketing.