1. To demonstrate a critically understanding of the issues and methodologies, concepts, theories and data of the digital customer journey.
Knowledge and Understanding

2. Demonstrate and apply a range of digital marketing tools and platforms as part of an effective digital campaign.
Analysis
Application

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

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
Influencer Marketing Copyrighting and editorial contents creation
Video Creation and Marketing

This module focuses on researching, analysing and creating digital strategies and the employment of 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.

Students will engage in a variety of learning approaches including:

- tutor-led formal presentations,

- Critical analysis of approaches and case studies relating to digital marketing

- participation in group activities, including presentations and peer assessment

- directed reading

- Self-directed research

- Technology supported activities relating to digital marketing tools