DIGITAL MARKETING

This module aims to critically assess the role of strategic marketing in modern organisations. You will consider what digital marketing strategy means and look at a range of examples across business sectors. Core areas to be investigated will be the technologies which make marketing possible, the relationship between marketing strategies and the wider organisation, the key issues in the development and implementation of marketing strategies and the threats (security and other) posed by digital marketing.

Big data is an increasingly important feature of modern business. Organisations now utilise increasingly sophisticated data management and analytical processes to help them make strategic decisions and maintain efficient business practices. This module aims to help you identify and make sense of meaningful patterns in data sets and will familiarise you with the analytical tools and techniques to support evidence-based decision-making. The focus of this module is on digital marketing analytics, such as the use and analysis of website and social media metrics, however more generally this module will help you develop the analytical skills and data competence increasingly demanded by industry.

Building on previous modules that examined the motivations and behaviours of consumers in relation to online community management, this module inspects all aspects of online community engagement, from initially fostering online communities, to building and growing a productive digital community to merging offline and online activity management. Crisis management of online communities is also explored.

The Final Major Project is a practically focused, but theoretically informed, capstone research project. You will be presented with a particular marketing problem and be asked to generate an innovative solution. In doing so, you will be encouraged to explore an area of marketing which interests you and produce a detailed report, evaluating the relative merits and feasibility of the approach/strategy/technology under investigation. You will then put theory into practice by showcasing your marketing solution at an event attended by your peers, lecturers and industry professionals.

You will have the opportunity to engage in an independent research project of your choice. You will have support with preparing your proposal and understanding the competent characteristics of good research. An appointed tutor will help guide you through this important and rewarding process.

You will be taken deeper into the management processes relating to advertising, focusing on the skills involved in matching business objectives and brand communication to target markets. You will be given a greater insight into detailed analysis of what makes advertising communications effective.

The most valuable assets that a company has are the brands that it has invested in and developed over time. You will be given the theoretical knowledge and practical skills required to succeed in the management of complex brands and look at how brands are viewed, built, managed and measured to ensure superiority and sustainability.

Podcasting has been growing in terms of audience reach and size year on year and this presents a huge opportunity for publishers, marketers and communication professionals to connect with audiences via this new media platform. Lectures and practical workshops will be geared towards producing a professional promotional podcast, within a style and genre of your choice. Along the way, you will learn a range of audio production skills, including digital audio, editing and mixing skills.

We live in an interconnected world, so it's important to examine how organisations explore new market opportunities beyond national boundaries. As a result, you will become more aware of the technological, communication and transportation challenges businesses face and the options they consider when seeking a foothold in a new country.