There are no pre-requisites for this module to be added

On this module you will learn about theory, principles and practices of Direct and Digital Marketing (D&DM). Your will explore the impact that digital technology has on marketing communications and marketing strategies and on current and evolving business models. You will also learn about strategic planning process and you will design your own direct and digital marketing plan.

The key topics that this module covers include: Direct and Digital Marketing Landscape, Online Consumer Behaviour, Social Media Marketing, Online Market Research, Digital Advertising, Online and Offline Public Relations, Mobile and Email Marketing, DDM Strategies, Tactics and Control, CRM and Data Privacy.

This is module is well suited for anyone who wants to learn more about interactive forms of marketing.

LO1: Analyse the evolving scope and role of Direct and Digital marketing in modern marketing practice.
LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Direct and Digital marketing.
LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns.
LO4: Identify and critically analyse communications problems and issues