The module gives you the opportunity to investigate both established and emerging forms of digital marketing.
You will explore the underlying themes and principles of the dynamic world of digital media.
A range of digital topics will be discussed including:
- viral and word of mouth campaigns
- search engine optimisation; pay per click advertising
- mobile marketing
- user generated content and social media
- digital analytics/metrics
Commercial web analysis tools will be used to assess consumer web browsing behaviour on corporate websites.
You will also work on the application of the main concepts in specific contexts during workshops.
|Credits||8 ECTS credits|
|Prerequisites||MKTG 101 or MKTG 227|
|Assessment||60% coursework and 40% exam|