This module enables the understanding your business objectives for digital marketing. It covers audience research, identifying key user journeys and touch points, to shape content for target segments and enabling customer to quickly and effectively reach the business Call to Actions (CTAs such as sales, customer details capture)

This module includes: -

Conversion Rate Optimisation (CRO) / Financial Rate Optimisation

eCommerce

Running Google Campaigns (including

Latest tool and techniques to get to position one and zero eg via content clusters

Performance website development (including for mobile and dynamic websites such as Divi)

Video Marketing

Affiliate Marketing

We also demonstrate the impact of social media on marketing and PR using key channels such as: Facebook, Instagram, SnapChat, twitter, blogs, YouTube, Pinterest, TikTok, Twitch and others. We will also give you hands on experience of the principles for increasing engagement and driving results on social media, building profiles to increase brand identity, followers, customers and sales.

By individual assignment 3500 words critically demonstrating the development of a content marketing strategy and plan across different publishing platforms. (Learning Outcomes 1,2, & 3)

Students will engage in a variety of distance learning formats 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. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE ROLE OF DIGITAL MARKETING INCLUDING CONTENT DEVELOMENT AND CURATION IN SHAPING STRATEGIC AND TACTICAL MARKETING DECISIONS.

Analysis, Application .Knowledge and Understanding.

2. DEMONSTRATE AND CRITICALLY APPLY DIGITAL MARKETING TO A RANGE OF COMPLEX MARKETING SITUATIONS.

Application, Communication, Knowledge and Understanding, Problem Solving.

3. DEVELOP SKILLS IN IMPLEMENTING DIGITAL MARKETING STRATEGIES BASED ON UNDERSTANDING THE CRITICAL SUCCESS FACTORS UNDERPINNING THEIR APPLICATION AND USE.

Application, Knowledge and Understanding, Learning, Problem Solving.

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.

King, A. (2017) Conversion rate optimization. 1st edition. O’Reilly Media, Inc.

Rabhan, B. (2013) Convert every click: make more money online with holistic conversion rate optimization. 1st edition. Somerset, New Jersey: Wiley.

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. 2015, Didner P, McGraw Hill, ISBN 07- 184097 -9

Decoding the New Consumer Mind: How and Why We Shop and Buy, 2014, Morgan A, Josey Bass, ISBN 978-1-118-85931

Content Marketing Strategies for Professionals, 2014 Clay, B Newlands, M, McGraw Hill, ISBN 0-149430280

This module enables you to enable your business objectives by digital marketing. It includes audience research, identifying key user journeys and touch points, to shape content for target segments and enabling customer to quickly and effectively reach the business Call to Actions (CTAs such as sales, customer details capture) using techniques such as Conversation Rate Optimisation, eCommerce and eCommerce SEO, and gaining customers plus sales via targeted social media marketing.