This module introduces the fundamentals of digital marketing from a consumer and business perspective. You will study the latest principles and concepts of digital marketing for SMEs including real case studies., This module will include: -

Paid for marketing (PPC with - Google, Facebook, Instagram, etc)

Inbound Marketing (Local, National, International SEO, Developing the correct backlinks)

Social Media Marketing

Email Marketing

Digital Marketing Tools eg SEMRush, Ubersuggest, Madewith

Competitor Analysis

Customer Analysis

Website Analytics (Google Analytics, Search Console, Tag Manager and Data Studio)

Influencer Marketing

Membership and training websites (paid)

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 will use a mix of distance learning techniques and hands on interactive tasks to explore the module content.

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)

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. USE 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.

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

LinkedIn Learning

HSTalks

Microsoft Educator Centre

Module handbook

Open Textbook Library

Dobson, P. and Maheshwari, V. (2020) Internet Marketing, In Nwankwo, S., and Gbadamosi, A., ed. Entrepreneurship Marketing: Principles and Practice of SME Marketing, Routledge: London and New York.

Maheshwari, V., Dobson, P. and Lawrence, A. (2019) Digital Marketing, In: Gbadamosi, A., ed. Contemporary Issues in Marketing, SAGE Publications Ltd: London.

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

In this hands-on module you will learn how to use digital marketing tools and techniques including the latest techniques for local/national/international SEO, driving sales from email marketing and paid online advertising. This includes using contemporary digital marketing tools such as SEMrush, Ubersuggest, Google Analytics, Search Console, Tag Manager and Data Studio.