1. To demonstrate a critical 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

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
• 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)
- Formative feedback will be provided throughout the module

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

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.


Assessment for British University Vietnam (BUV) students only:

25% Individual Assignment - Google Digital Garage Certificate; and
75% 15min Group Presentation with an Individual component

In this hands-on module you will learn how to use digital marketing tools and techniques including: registering domain names and hosting websites, learning the basics of building a website, search engine optimisation (SEO), E-commerce, paid online advertising, social media marketing campaigns, and video marketing. You will gain the internationally recognised Google Digital Garage Certificate.