Last modified: 17 Oct 2024 13:16
The course provides both a strategic orientation and tactical orientation:
Strategic:
§ How to align digital strategy with a wider business strategy
§ The value that (internal and external) research and analytics can bring to digital marketing decisions
Tactical:
§ Assess the quality of any website based on a range of important measures
§ Benchmark a website’s performance against online competitors
§ Investigate the potential of a business idea for a given market sector
§ Present digital marketing research and advice to a generalist audience
§ Understand the potential commercial value of social media
§ Interpret onsite analytics in support of business objectives
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
|
||
Focussing on the B2C sector, the course begins with an overview of the online environment in terms of technologies, sectoral adoption rates, user-profiles etc. The course then proceeds with a focus on the vendor-consumer encounter in cyberspace. In doing so, the course considers topics including: usability; accessibility; motivation (flow); online trust, and information processing.
| Assessment Type | Summative | Weighting | 60 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
Online Quizzes |
|||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Assessment Type | Summative | Weighting | 20 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Understand the business competencies of digital marketing, the nature of digital customers and different digital marketing channels and tools |
| Conceptual | Apply | Recognise and apply key theories and concepts around digital customer experiences and usability |
| Procedural | Analyse | Analyse digital market opportunities in order to develop digital marketing plans |
| Procedural | Evaluate | Evaluate different websites using a variety of digital tools |
| Procedural | Create | Create effective insights about the potential of a business idea/digital marketing channel/campaign for a generalist audience |
We have detected that you are have compatibility mode enabled or are using an old version of Internet Explorer. You either need to switch off compatibility mode for this site or upgrade your browser.
