DIGITAL MARKETING

This practically focused module is an essential introduction to search engine optimisation (SEO) and digital advertising, including the latest techniques in PPC, SEM and social media advertising. Over the course of this module, you will gain an understanding of digital advertising and become proficient in utilising best practice to get to the top of search engine rankings while maximising ROI (return on investment).

This module will allow you to build on the knowledge and practical application of web production tools and platforms established in your first-year introductory modules. You will be able to further enhance your understanding of user experience and interface design, including the importance of design limitations and accessibility standards. In this practically focused module, you will learn the value of empathising with potential users and adopting human-centred design solutions, across a range of digital processes and products.

This practical module highlights how to create powerful digital content and copy for a variety of online digital platforms. You will learn how to grab attention, drive traffic, stimulate loyalty and enhance brand reputation by using the right words in the right places. You will also gain an understanding of how to creatively integrate digital media (including video, audio and graphic media) within a wider content strategy.

This module aims to explore campaign planning from the perspective of a marketing manager. You will arrive at a clearer understanding of the steps taken in the process of developing digital marketing plans and will investigate the range of digital marketing tools available and learn how to co-ordinate and manage these in order to obtain a successful ROI.

The importance of marketing research is growing in the increasingly-global competitive marketing environment. You will explore the nature and scope of marketing research, including where and how marketing research fits in with other aspects of marketing management, the characteristics of the research industry and marketing intelligence suppliers.

How do advertisers persuade customers to buy? You will learn about advertising psychology in the context of persuasive communication, developing a deeper level of understanding about the cognitive processes involved when dealing with persuasive communication. This will allow you to analyse these processes and to apply your knowledge in a specific marketing context.

E-commerce has revolutionised the way in which customers interact with businesses. More than ever, it is important for brands to build a powerful online presence. This module will furnish you with the theoretical and practical knowledge required to build your own e-commerce platform and design optimised customer journeys which delight customers and keep them coming back to your website again and again.

Interactive media is an increasingly important part of any content strategy and covers a wide range of digital products and services. This module will allow you to develop your own creative practice in interactive media (making games, interactive film, digital storytelling or any other medium) in a guided interactive media project of your own devising. Building on many of the technical and creative skills developed so far, this module will take you through the key stages of developing an interactive media project from ideation and concept definition, through to proof of concept and prototype delivery.

This module is all about how to manage a successful sales team. As part of this module, you will gain a clear understanding of the role of sales teams within different organisations, as well as the different types of buyers and how to sell to them. In light of the ever-increasing 'internationalisation' of business, you will also be looking at sales from an international scope and explore theoretical perspectives of buying and selling.

Our course offers you the chance to undertake a paid 48-week placement to give you invaluable first-hand experience in the industry. In your Graduate Advantage sessions, you will be provided with the essential skills and tools to apply and secure your own placement (with support from hired@UCB).

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.

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.

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.