Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This module aims to develop understanding on how organisations can implement digital marketing capabilities into strategic marketing planning. Topics to be covered are likely to include: Introduction to twenty-first century marketing; The changing micro- and macro- online market environment; Segmentation, targeting and positioning strategies in online markets; Forecasting future online market demands and requirements;E-commerce and online trading; Strategic online customer analysis and management; Strategic alliance and networks; Digital marketing plan establishment; Digital marketing project management and implementation; Corporate social responsibility; New product development.
24 hours lectures and seminars
Group written report (3000 words) (40%)
Individual written report (3000 words) (60%)
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital marketing: Strategy, implementation and practice. 6th ed. Harlow: Pearson. ISBN-10: 1292077611
Chaffey, D. and Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. 5th ed. New York: Routledge. ISBN-10: 1138191701
See the library reading list for this module (Canterbury)
See the library reading list for this module (Medway)
Demonstrate a systematic understanding of the macro- and micro- digital marketing environments, and propose sustainable performance plans in the digital marketplace; Critically evaluate digital marketing propositions and strategies from both theoretical and practical perspectives; Critically evaluate and apply effective digital marketing campaign strategies to different business scenarios, reflecting on strategic marketing implementation issues;Demonstrate a critical awareness of corporate social responsibility and business ethics when developing digital marketing strategies in different contexts.
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