| Unit name | Digital Marketing: Strategy, Tools and Tactics |
|---|---|
| Unit code | EFIMM0066 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Emma Slade |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
In this unit, you will develop a comprehensive and critical understanding of the role of digital marketing in various organisations. The unit considers what digital marketing strategy means and how it may be planned and implemented looking at a range of examples across business sectors. Various technologies are explored and the relationship between digital marketing strategies and the wider organisation, the key issues in the development and implementation of digital marketing strategies, and the threats are examined.
On completion of this unit, students will be able to:
ILO1: Examine contemporary issues and challenges in the field of digital marketing
ILO2: Critically analyse an organisation’s internal and external environment using suitable tools to inform a digital marketing plan
ILO3: Identify and discuss a variety of digital marketing channels and tactics, and critically evaluate their advantages and disadvantages
ILO4: Create a rigorous digital marketing plan and be able to make credible recommendations regarding monitoring and evaluation
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.
15 minute video + 1,000 word appendix.
