1. Research and Evaluate the digital environment including the requirements and expectations of the digital customer.
Knowledge and Understanding
Learning

2. Critically analyse and evaluate strategies, plans and success measures.
Analysis
Enquiry

3. Apply appropriate strategies, plans and measures to construct an effective digital marketing plan.
Problem Solving
Application
Communication

One 2,500 word digital case-study based individual written assignment. Weighted at 100% (LO1, LO2 & LO3). Ideally this should be based on a local organisation and fed back to this company.

This should be based around a local organisation and include at least one site visit.
The Digital Marketing Strategy and Plan is structured around the extended RACE Planning framework.

• PLAN. Create a digital marketing strategy
• REACH. Grow your audience online
• ACT. Encourage brand interactions and leads
• CONVERT. Increase sales through optimisation
• ENGAGE. Build customer loyalty and advocacy
• Resources. Tools to help you create and implement your plans

Ebooks:

Chaffey, D. Ellis-Chadwick, F. (2016) Digital Marketing: Strategy, implementation and practice. 6th Edition. Harlow: Pearson Education Ltd.

Kaufman, I. and Horton, C. (2015) Digital Marketing: Integrating strategy and tactics with values: A guidebook for executives, managers, and students. Abingdon: Routledge.

Kim, C. (2016) Social Media Campaigns: Strategies for public relations and marketing. Abingdon: Routledge.

Open Access - Inbound Marketing - the most important digital marketing strategy by PATRUTIU-BALTES Loredana Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 01/2017, Volume 9, Issue 2.

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

Module handbooks

Open Textbook Library

Selected contemporary problem/practice-based case examples

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

You will learn how to construct an effective and realistic digital marketing plan. You will learn how to assess the external environment and how to create a digital offer that will appeal to your selected target market. Covering target marketing and positioning you will then learn how to create a digital marketing mix, using a range of digital tools.