Digital Marketing

Cod y Modiwl
AB37220
Teitl y Modiwl
Digital Marketing
Blwyddyn Academaidd
2027/2028
Semester
Semester 1
Cyd-gysylltydd y Modiwl
Dr Julio Munoz
Rhestr Ddarllen
Gweld ar Aspire
Rhagofynion
AB27120 neu CB27120 neu MM30120
Staff Eraill sy'n Cyfrannu
Dr Julie Jones
Dr Julio Munoz
Professor Homagni Choudhury

Dulliau Asesu

Math o Asesiad

Manylion Asesiad

Cyfran
Asesiad Semester Creation of a digital marketing asset: and Presentation outlining application of theory to practice 1000 Words 50%
Asesiad Semester Applied Emergent Trends Report: - written critical appreciation 2000 Words 50%
Asesiad Ailsefyll Creation of a digital marketing asset: and Presentation outlining application of theory to practice 1000 Words 50%
Asesiad Ailsefyll Applied Emergent Trends Report: - written critical appreciation 2000 Words 50%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

  1. Outline the process and options to develop multi-faceted online presences.
  2. Investigate the variation in strategy and tactics for omni-channel digital marketing.
  3. Explain how online entities drive traffic, describe the options available for online advertising, including new initiatives and describe how Social Media is used to engender engagement and the fostering of communities.
  4. Investigate new channels, media, and tools in digital marketing.​

Disgrifiad cryno

This module addresses the context and application of Digital Marketing providing students with a macro-, and micro-environmental understanding of key facets that drive the growth and development of the principal channels of sell side and buy side digital marketing.

Cynnwys

The online environment

Developing the online presence

Omni-channel digital marketing Traffic Generation

Online Advertising: Current and Future Developments

Permission, Content, and User Generated Content and its strategic implementation Engagement Mechanisms: Social Media

Emerging Digital Channels I

Emerging Digital Channels II

Sgiliau Modiwl

Math o Sgiliau

Manylion Sgiliau
Cyfathrebu Oral communication will be dev eloped through class participation and group work. Written communication will be dev eloped through case preparation, assessment preparation, note taking and information based dialogue.
Datblygu personol a chynllunio gyrfa Central to the aim of the module, that the student understands the context and content of this module and its application in industry
Datrys Problemau Identification of business issues related to digital marketing strategy implementation. Identification of the relevant information for decisions and formulation of decisions and the choice of appropriate channels.
Gwaith Tim Through class preparation, the use of breakout group work, case preparation and through the group assessment.
Gwella dysgu a pherfformiad ei hun Through both class and self-directed learning.
Rhifedd Opportunities will be present in both coursework and case study preparation for class tasks.
Sgiliau pwnc penodol Web Analytics, Usability, Ux, various channel specific skills, e.g. Media Buying.
Sgiliau ymchwil Qualitative methods, survey methods and basic preparation and analysis of various digital marketing activities including micro and macro environmental research, and the development of measurement processes.
Technoleg Gwybodaeth Office will be used, including Word Processing, Number manipulation and Presentations. Numerous industry standard digital marketing packages will be introduced, practiced and mastered.

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 6