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This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of Digital Marketing.

LO1: Critically evaluate the role of Digital Marketing within marketing, marketing communications, and business frameworks

LO2: Demonstrate an extensive, detailed and critical knowledge and understanding of the principal theories and concepts related to digital marketing strategy

LO3: Establish a comprehensive understanding of the processes and techniques involved in analysing, planning and executing digital marketing campaigns and the ability to produce realistic and workable digital marketing solutions.

LO4: Identify, conceptualise and define new and abstract problems and issues related to the latest developments in technology and their impact on online consumer engagement behaviours.

LO5: Critically appraise the contemporary issues and problems facing digital marketing practitioners