Course overview
To develop students understanding of digital marketing, the course delves into marketing activities across the Internet and advanced platforms, contrasting them with traditional methods. It covers developing digital marketing strategies, encompassing web technologies, mobile, and online advertising, with reference to social media and influencer marketing. Additionally, it explores the execution and evaluation of strategies, leveraging technologies like digital analytics and AI. Legal frameworks are also discussed, emphasising privacy, data management, and cybersecurity, ensuring students are well-versed in navigating the complexities of the digital landscape.
Course learning outcomes
- Describe a range of digital marketing tools and strategies to improve business performance
- Compare and contrast marketing and consumer behaviour in traditional (offline) versus digital contexts
- Recommend and justify tools to formulate an appropriate digital media strategy
- Analyse social and ethical issues in globalised electronic markets
- Identify and critically examine emerging trends in digital marketing
Degree list
The following degrees include this course