1. Demonstrate knowledge and critical understanding of strategic digital marketing.
Knowledge & Understanding

2. Develop a practical digital planning framework to ensures your strategy lays the foundation for powerful strategy development.
Application
Enquiry

3. Evaluate a grounded strategy which focuses on targeting decisions, drives proposition development and supports CX across each Customer Journey touchpoint
Analysis
Problem solving

4. Analyse efficient and effective data, channel and creative strategies to support and evaluate the delivery of your digital strategic plan.
Analysis

Effective planning and strategies are key to success in marketing. In this module, you will explore the role of digital technology in business and how to develop and implement impactful digital marketing strategies to achieve the ambition and growth of organisations.

The module will cover tutor led discussions around relevant digital marketing strategy and planning frameworks including peer-to-peer learning sessions to understand application of appropriate data sources and/or case study materials through analytical approaches.

Learning will be organised into a series of sessions where students will be required to participate. Each session will be based around a problem or issue, and students will work towards a range of creative solutions by specifying objectives, identifying constraints, obtaining background information, applying related theory and knowledge based around the subject matter. The module will use a blend of teaching methods to enable different styles of learning to be facilitated.

Tutorial/ seminar Contact will include a mixture of small and/or larger group activities, based on the principles of practice and problem-based learning which will also be a platform for developing essential skills such as intellectual skills, communication skills and problem solving, analytical and decision-making skills, as well as research, teamwork, presentation, referencing, argument, judgement and appropriate use of digital technology.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

Ryan, D. & Jones, C. 2012, Understanding digital marketing: marketing strategies for engaging the digital generation, 2nd edn, Kogan Page, London.

Lisa Spiller. 2020, Direct, Digital & Data-Driven Marketing: 5th edn, Christopher Newport University, USA.

Tracy Tuten. 2019, Principles of Marketing for a Digital Age: William Davidson Institute, SAGE Publications Ltd

Annmarie Hanlon. 2019, Digital Marketing: Strategic Planning & Integration: Cranfield University, SAGE publications.

https://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development.
http://www.forbes.com
VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library

N/A

The fundamentals of digital marketing planning. You will learn how to create an effective digital marketing plan. You will address conventional approaches to strategic marketing planning. You will then address digital marketing strategy and planning structured around the extended RACE Planning framework. Research, plan, reach, act, convert & engage. This module develops your knowledge and skills to enable a strategic approach to marketing planning, applying both traditional and digital models, frameworks and techniques to achieve a competitive advantage.

The module covers three units:
1. Develops skills in analysing the environment and identifying insights for strategic decisions.
2. Covers the development of effective strategic marketing plans, which includes digital strategy, to deliver objectives.
3. Develops resource, monitoring and measurement skills to implement and control the strategic marketing plan.

For Students studying at Stoke Campus, this module will incorporate a residential (overseas if possible), including visits to international organisations to further develop an understanding of culturally diverse approaches to digital marketing. You may also participate in a volunteer programme in which you will develop your understanding of digital marketing strategies. APIIT Lanka will provide a series of guest speakers to further develop an understanding of culturally diverse approaches to digital marketing.

Marketing Audit (750 words) (35%) (LO4)



Individual report (1,750 words) (65%) (LOs 1-3)