Digital Marketing (Online) – Postgraduate Diploma

The aim of this module is for learners to explore the digital marketing landscape, through detailed analysis of the fundamental differences between traditional and digital marketing. Learners will critically evaluate key factors which play a pivotal role in digital marketing strategy,such as; the digital marketing environment, digital consumers and the digital marketing mix, in order to develop an understanding of the role and importance of digital marketing for modern day businesses.

This module will equip the learner with an awareness and understanding of the legal and regulatory issues involved in any digital marketing strategy and in the formation of online contracts. This recognition of regulation as a key and central tool of business should enable informed decision-making in digital marketing matters and therefore promote and develop more effective business relationships with clients.

Learners will explore and evaluate how businesses may make use (or better use) of big (and not so big) data to improve business decision making and overall performance. Analysing how data may be better used to understand customers, enhance customer loyalty and gain new customers through improved profiling and segmentation. Students will also learn how to use data to drive their marketing activity and measure the effectiveness of their website, including how to set appropriate KPI’s for digital channels in order to measure effectiveness.

Digital marketers and advertisers engage customers personally, across devices and through a multi-channel approach. This practical module explores contemporary issues in digital marketing communications and the management of social media and digital advertising activities. The purpose of the module is to provide students with necessary skills, frameworks and experiences that are required for developing and managing creative and integrated social media marketing and digital advertising campaigns, that are well targeted, implemented efficiently and within budget. Students will learn how to target new and existing customers via social media marketing and advertising and develop a critical understanding of the channels which are most effective for their target audience and client’s needs. Students will critically evaluate how social media marketing and digital advertising fit into an overall digital marketing strategy and conduct analysis in order to establish how they can be integrated with offline communications for a seamless customer experience.

This module will provide the learner with the knowledge, competencies and skills to understand, develop and implement search marketing activity in an organisation. The learner will be given the skills to drive targeted, high converting traffic to an organisation website through search engine optimisation (SEO) tactics and paid advertising campaigns.

The module aims to introduce the learner to various design and technology components underpinning digital marketing channels and brands. Learners will critically evaluate these technologies and their relationship with a brand. They will draw complex information together across various owned media technologies in a live company environment, systematically identifying, designing, and developing technology solutions including website and email, as well as content creation using international best practices.