This module focuses on researching, analysing and creating digital strategies and the employing the principles of user experience (UX) to maximise the impact on social media platforms, including topics such as

• Audience Segmentation and Profiling
• Digital PR
• Identifying and using influencers
• SEO and paid digital advertising
• Social media marketing
• Email Marketing (ECRM)
• Copyrighting and editorial contents creation
• Video Creation and Marketing

Students will engage in a variety of learning forums including:
- tutor-led formal presentations,
- workshops and group based tutorials including practical development of Digital Marketing systems, blogs and monitising your website.
- tutor-directed e-learning programme
- participation in group activities, including presentations and peer assessment
- directed reading
- undertake their own (contemporary) research
- Guest speakers
- Technology supported activities (e.g. chat rooms, blogs, forums, blogging tools, digital marketing tools)

Marchant, C et al ( 2106) The Ultimate Guide to Content Marketing & Digital PR: How to get free attention for your business, turbocharge your ranking and establish yourself as an authority in your market, Exposure Publishing
Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 2016, Dodson I.
Digital Relevance: Developing Marketing Content and Strategies that Drive Results. 2015, Albe A and Vassallo P

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice-based case examples

A1. 40%
Seminar Leadership (45 minute)
In groups students will lead a seminar session, presenting to their peers one or more key concepts as determined by the tutor. Seminars material must be presented via slides. Each member of the group will be responsible for at least one slide.
Group

A2.60%
Strategy report (3,000 words)
Students will be required to submit a strategy report for a case study to be determined by the tutor. Individual

LO1. On completion of this module, you will be able to demonstrate a critical understanding of the issues and methodologies, concepts, theories and data of the digital customer journey.
Research

LO2. On completion of this module, you will be able to effectively synthesise a range of theories and concepts to communicate to an audience
Communication

LO3. On completion of this module, you will be able to demonstrate and apply knowledge and understanding of the established concepts relevant to social media
Knowledge and Understanding

LO4. On completion of this module, you will be able to demonstrate and apply a range of digital marketing tools and platforms as part of an effective digital campaign.
Application