There are two assessments:
1. GOOGLE DIGITAL GARAGE CERTIFICATE & IAB EUROPE (or equivalent) 25% LO1
and
2.An INDIVIDUAL SERIES OF BLOGS (at least three, assessing all learning outcomes) of not more than 300 words each which requires students to demonstrate their knowledge and understanding of the concepts and principles of digital marketing. These blogs will be linked to Social Media Marketing Tools and appropriate marketing plugins, 75% LO1 and 2.

This module introduces the fundamentals of digital marketing and social media from a consumer and business perspective. You will study the principles and concepts of marketing and how this links with Digital marketing from developing a website to online marketing.

You will develop skills in the practical application of digital marketing tools and platforms, including :
Building you web presence
Email marketing
Key Word search and Analytics
Online marketing campaigns
Social Media Marketing
Mobile Marketing
Online Advertising
E-commerce and developing an online shop
Video Marketing

You will develop skills in the practical application of developing a blog, linking in affiliate marketing, e-commerce, the basics of Search Engine Optimization (SEO), the digital customer funnel to effectively gain customers, and increasing the value of online sales.

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 monitizing 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)

Module study guide
The University Library and Learning Resources - books and academic journals
The module VLE
Electronic data bases
Learning support materials
Internet

Digital Relevance: Developing Marketing Content & Strategies that Drive Results. 2015, Albe A and Vassallo P
Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 2016, Dodson I.

1. UNDERSTAND AND APPLY THE BASIC CONCEPTS OF THE DIGITAL CUSTOMER JOURNEY
[Knowledge and Understanding; Learning; Communication]

2. DEMONSTRATE AND APPLY DIGITAL MARKETING TOOLS AND PLATFORMS AS PART OF A DIGITAL CAMPAIGN
[Application; Knowledge and Understanding; Problem Solving]