Module Directory

Digital marketing is a burgeoning area of marketing practice. The course aims to provide students fundamental knowledge and training on digital marketing components including web marketing, email marketing, search engine marketing, social media marketing, mobile marketing, etc., and help students develop a comprehensive understanding and strategic thinking in integrating these components into digital marketing solutions for business.

The course offers a practical, hands-on approach to learning digital marketing technologies and how to utilise them to advertise products, raise brand awareness, acquire customers, and expand businesses. The first day lays out the groundwork for creating an effective digital marketing strategy and explains the special advantages of digital marketing over traditional marketing techniques. Day 2 focuses on implementation of digital marketing principles. Days 3 and 4 focus on specific digital marketing techniques, their application, and evaluation. The course is composed of lectures, case discussions, guest speeches and a field group project. Students are expected to gain from an experiential learning approach: proactively studying and researching relevant knowledge and developing in-depth understanding by completing practice assignments and the project.

The aims of this module are:

• To equip students with an understanding of the key concepts of digital marketing.


• To introduce key approaches and benefits of digital marketing campaigns.


• To emphasize the benefits of learning and utilizing digital marketing.


• To apply digital marketing concepts in practice using industry tools and software.

By the end of this module, students will be expected to be able to:

1. Understand the scope of digital marketing and rethink marketing strategies in the digital era.


2. Critically assess the effectiveness of current digital marketing strategies and address its challenges.


3. Know the principles, tools, and KPIs of prevalent digital communication strategies.


4. Gain a conceptual understanding of frequently used data sources, techniques, and applications of digital marketing analytics.

Skills for your Professional Life (Transferable Skills)

1. Oral presentation.


2. Critical thinking and analysis.


3. Interpersonal and team working skills.


4. Time management.

Syllabus information

• Digital marketing fundamentals and strategy (Day 1)
  
  
  
  • Session 1 - Introduction to Digital Marketing
  
  
  • Session 2- Digital marketing strategy
  
  
  • Project introduction  
  
  
  • Case study
  
  
  
  


• Digital marketing: implementation and practice (Day 2)
  
  
  
  • Session 3 – Delivering digital customer experience (web design & web analytics)
  
  
  • Session 4- Data driven relationship marketing using digital platforms.
  
  
  • Case study
  
  
  
  


• Digital marketing communications (Day 3)
  
  
  
  • Session 5 – Campaign planning for digital media, Search engine optimization, search engine advertising, display advertising.
  
  
  • Session 6- Digital PR, Social Media Marketing & e-mail marketing.
  
  
  • Case study
  
  
  
  


• Evaluation and improvement of digital performance (Day 4)
  
  
  
  • Session 7 – Performance management for digital channels
  
  
  • Session 8- Critical Issues in Digital Marketing (Sustainability, Privacy and Ethics).
  
  
  • Group project presentations.
  
  
  
  

This module will be taught in block teaching spread over 4 days. Each three/ four-hour session will consist of a formal lecturer-led presentation on the topic under discussion, followed by interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.

It is vital that students undertake the required reading prior to the session to gain as much value as possible from the case studies. Guest lectures will be extensively used to ensure practice enablement.