Digital Marketing


This module covers the key concepts and terminology used within digital marketing, web analytics and search engine optimisation (SEO).

Students will learn the basics of marketing concepts, and will become proficient in a range of digital marketing and website analytics tools and best practices within the field of digital marketing.

It also equips students with the technical know-how, understanding and insight to build and maintain an effective digital marketing strategy.


Learning Outcomes

  1. Demonstrate an understanding of the key concepts and principles of digital marketing.

  2. Demonstrate an understanding of the impact of digital marketing (including social media marketing) on business and critically evaluate appropriate digital marketing channels.

  3. Demonstrate a specialised knowledge of methods and best practices in the use of digital marketing and web analytics tools.

  4. Apply problem-solving skills to plan, develop, evaluate and manage a creative and implementable digital marketing strategy for an organisation.

  5. Deliberate ethical issues in relation to social media marketing.

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