1. Compare and contrast approaches to acquire, convert and retain customers using digital marketing tools.
Knowledge and Understanding

2. Utilise digital theory and practice to analyse and interpret data to solve a business issue or help make its operations more efficient / effective.
Analysis

3. Critically evaluate digital marketing tools for acquisition, conversion and retention in different contexts. of a commercial and professional situation.
Problem Solving

The assignment will be in the form of a report of 2,500 words, which applies understanding of digital marketing acquisition, conversion & retention techniques in the context of an organisation . Assessing learning outcomes 1,2 & 3.

This module has been designed to explore and understand the theories associated with acquisition, conversion and retention in digital marketing campaigns. You will learn how to evaluate and apply different digital marketing techniques in diverse organisational types and in different contexts. This will allow you to develop key digital skills to solve real life situations.
Themes may include:
• Online loyalty tools such as E-CRM
• Legislation relating to data management
• Campaign integration – online and offline tools
• Databases and channel integration
• Profiling, segmentation and targeting
• Data mining and data modelling
• Website usability and conversion including project management
• Online testing and customer journey mapping

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case based work both individually and as part of a learning group. Formative assessment will be provided throughout the module. Digital tools will be used to enhance learning. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor.

Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Tapp, A., 2014. Principles of Direct Database & Digital Marketing. Pearson Education.
Open Textbook Library (free online)

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

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples