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This module covers the principles and functions of digital marketing Concepts. You will be taught the key elements in developing a critical understanding of the impact of digital transformation on the formation of organisations and communications in order to effectively implement powerful digital marketing campaigns that engage and convert the contemporary customer.
Assessment Method
AssignmentDelivery Method
Face to Face LecturesEntry Requirements
- School Leaving Certificate
For candidates whose first language is not English:
- IELTS 5.5 or
- GCE ‘O’ Level English C6
Syllabus
- The Context of Digital Marketing and Communication
- Digital Marketing Strategy
- Integrated Marketing Communications
- Understanding Customer Behaviour
- Big Data, Marketing Analysis and Research
- The Extended Marketing Mix
- Digital Marketing Campaigns
- Agile Marketing
- Customer Relationship Management
- Managing Digital Marketing
- Effectiveness of Digital Marketing Strategy for Your Chosen Organisation
- Emerging Trends in Digital Marketing and Communication
Learning Outcomes
- Critically assess the opportunities and challenges for digital marketing and communication presented by disruptive technology and digital transformation.
- Explain the changing nature of digital customers
- Analyse different tools and techniques to develop a digital marketing strategy
- Develop digital activities to support and enhance multichannel marketing
- Justify the application of digital marketing innovation to monitor, measure and manage the digital marketing strategy for a chosen organisation
Further Steps
Diploma in Business Year 1
