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BU5087: EXECUTING A DIGITAL STRATEGY (2023-2024)

Last modified: 23 Jul 2024 10:43


Course Overview

None.

Course Details

Study Type Postgraduate Level 5
Term First Term Credit Points 30 credits (15 ECTS credits)
Campus Aberdeen Sustained Study No
Co-ordinators
  • Mr Russell Williams

What courses & programmes must have been taken before this course?

  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

Course Description

1. Content Marketing

  • The need to develop content on an ongoing basis
  • Most effective ways to utilize your content digitally
  • Volume vs. quality
  • Content outreach
  • Measuring the ROI on content
  • Learn, adapt, improve

2. Digital

  • The principles of effective targeted digital advertising
  • The advertising landscape – when can you advertise online
  • The importance of understanding the platforms/advertiser/publisher models
  • Smart remarketing in action
  • Effective use of Ad networks
  • Social media advertising
  • Campaign tracking
  • Connecting advertising to analytics metrics
  • Learn, adapt, improve

3. Social Media

  • Understand the nature of social platforms and connecting these marketing objectives
  • Utilising a social media channel – engagement, sharing, monitoring, advertising
  • Selecting a channel or channels and building a plan
  • What makes content engaging
  • Engagement vs. commercial benefit. Viral marketing success stories
  • Monitoring social media to find your brand or your key influencers (positive or negative)
  • Monitoring social media to protect your brand

4. Advanced Analytics

  • Overlaying key metric reporting with target user profiles
  • Understanding and measuring customer journeys through your website and other digital assets
  • Learning and measuring your visitors’ behaviours across different device

Details, including assessments, may be subject to change until 30 August 2024 for 1st term courses and 20 December 2024 for 2nd term courses.

Summative Assessments

Class Test

Assessment Type Summative Weighting 10
Assessment Weeks Feedback Weeks

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Feedback

Three key concept quizzes.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Oral Presentation: Individual

Assessment Type Summative Weighting 20
Assessment Weeks Feedback Weeks

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Feedback

Video presentation (5 minutes recorded).

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Reflective Review

Assessment Type Summative Weighting 20
Assessment Weeks Feedback Weeks

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Feedback
Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Client brief

Assessment Type Summative Weighting 10
Assessment Weeks Feedback Weeks

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Feedback

1-page client brief.

Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Report: Individual

Assessment Type Summative Weighting 40
Assessment Weeks Feedback Weeks

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Feedback
Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Formative Assessment

There are no assessments for this course.

Resit Assessments

Re-submission of failed elements

Assessment Type Summative Weighting
Assessment Weeks Feedback Weeks

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Feedback
Learning Outcomes
Knowledge LevelThinking SkillOutcome
Sorry, we don't have this information available just now. Please check the course guide on MyAberdeen or with the Course Coordinator

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome
FactualRememberILO’s for this course are available in the course guide.

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