There is one assessment:

A minimum of three reflective blogs outlining how to use Digital Marketing as an effective tool to help enable successful business start-up and/or business expansion. Each blog requires students to demonstrate their knowledge and understanding of the concepts and principles of digital marketing. Maximum wordcount for all the blogs is 3000. 100% LO1 and 2.

This module introduces the fundamentals of digital marketing 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 inbound marketing and e-commerce.

You will develop skills in the practical application of digital marketing tools and platforms, including :
• Building you web presence
• Digital Audience and Strategy, including the Digital Marketing Customer Funnel
• Inbound Marketing incl SEO and blogs
• Key Word search and Analytics
• Online marketing advertising and campaigns
• Social Media Marketing
• Email marketing
• E-commerce and developing an online shop

You will develop skills in the practical application of digital customer research, developing a website/blog, monetising websites and 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 demonstrations and presentations,
• workshops and group based tutorials including practical development of digital marketing systems and blogs.
• 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
Online Tools, Internet

Chaffey D and Smith P: Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. 2017
Dodson I. Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, 2016

1. UNDERSTAND AND APPLY THE CONCEPTS OF THE DIGITAL CUSTOMER JOURNEY DEMONSTATING THE UNDERSTANDING OF THE COMPLEX ISSUES AND METHODOLOGIES AT THE FORFRONT OF DIGITAL MARKETING, INCLUDING THE REFLECTION ON THE LIMITATIONS OF THEORY AND RESEARCH.
[Knowledge and Understanding; Learning; Enquiry; Reflection]

2. USING INDEPENDENT CRITICAL THINKING BASED UPON RIGOROUS ANALYSIS AND ARGUMENT, DEMONSTRATE AND APPLY DIGITAL MARKETING TOOLS AND PLATFORMS AS PART OF A DIGITAL CAMPAIGN
[Analysis, Application; Problem Solving; Communication]

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.