identifying the opportunities and/or challenges in a business where online assets can provide a solution, match to customer needs, and prioritise initiatives
understand and create a co-ordinated digital marketing funnel and effective lead magnet for global customers
Digital Brand identification, consistency, reach, awareness (at a strategic level)
Digital Innovation
B2C and B2B global digital marketing strategies
Managing co-ordinated digital and off-line marketing
Know how to manage and optimise key digital channels and content
linguistic and cultural borders

Learning approaches include peer-to-peer, work-based, live demonstrations, workshops, group activities and simulations, plus business demonstrations from a problem and practice-based learning perspective. Where possible this will also include guest lecturers.

The development of a Strategic Digital Marketing Strategy in line with company and marketing objectives that includes recognition of cross cultural and global customers.

Individual Assignment 4000 words worth 100% of the marks. LOs 1, 2 & 3

The content of this module requires that students have access to up-to-the-minute data and can synthesise and communicate information effectively. Access to Wi-Fi in lessons and access to the IT laboratories and school studio facilities.

Digital Marketing: Global Strategies from the World's Leading Experts, Wind, J. & Mahajan, V. 2001, Wiley.

Understanding digital marketing, Ryan, D. 2014, KoganPage, London.

B2B digital marketing, Miller, M. 2012, Que, Indianapolis, Ind.

Digital marketing: strategy, implementation and practice, Chaffey, D. & Ellis-Chadwick, F. 2012, Pearson, Harlow.

Digital marketing: a practical approach, Charlesworth, A. 2014, Routledge, London.

1. Demonstrate critical analysis, development, and implementation of an effective co-ordinated Digital Marketing Strategy in-line with organisational resources, corporate objectives / strategy.
Analysis
Application
Knowledge and Understanding

2. Critically evaluate the digital stakeholder and customer, dynamics and interrelationships to enable effective marketing strategies including national and global brand awareness/reputation
Problem Solving
Application
Knowledge and Understanding
Learning
Problem Solving

3. Critically appraise the impact of Digital B2B, B2C, cross-cultural linguistic and cultural borders Application
Communication
Knowledge and Understanding